Fox is now more heavily promoting its second-screen app Fox Now. Long-term, it will also have access to full-length TV episodes.
Launched last year for iPhones and more recently the Android platform, the mobile app will get on-air and in-show marketing exposure during Fox TV shows starting this week.
New episodes of "Bones," "New Girl," "The Mindy Project," "Glee" and "American Dad" will have lower-screen messaging for Fox Now during the beginning of each episode, requesting viewers to download the app.
At the beginning of each new segment on-screen, an animated Fox logo will tell viewers to "Sync Now" for content, including shareable clips, photos and factoids. "American Idol" will also be included for Fox Now when the series starts airing its live shows.
Fox chose these shows because of viewers' strong inclination for mobile and social media shared content. "You want to promote it to the people who can use it," says Joe Earley, COO of Fox Broadcasting Co.
In addition to the in-show messaging, Earley say there will be stand-alone TV promos for Fox Now. Over the long-term, the Fox Now app will include full-length TV episodes as it completes authentication deals with multichannel video program distributors: cable, satellite and telco.
In the past, Fox has promoted stand-alone apps for individual shows, such as "Bones" and "New Girl." It also promoted a commerce deal with American Express for "New Girl" where viewers could buy a bracelet worn by one of the show's characters.