• by Wayne Friedman , October 4, 2006

Fox has a different plan for its digital-programming business versus other networks. The net will offer TV shows on Web sites when it wants to run other big programming on its main TV airwaves.

Starting Tuesday, much of Fox's fall programming lineup will be seen on MySpace.com--reruns of shows already aired--thanks to the launch of a new service called Fox On Demand.

The goal is to help Fox shows during the October Major League Baseball playoffs. That's when the network's prime-time entertainment programming virtually goes off the air, which has created real problems for viewers. It's difficult to sustain interest in a show that launched in late August or early September.

Fox's solution: letting viewers catch up on previously seen episodes of "Bones," "Prison Break," "Standoff," "Vanished," "Talk Show With Spike Feresten," "'Til Death," "The Loop," and "Justice" on MySpace. Hopefully, the Fox on Demand lineup will maintain the shows' momentum until the network resumes its regular entertainment prime-time schedule in November.

Plus, on-air TV promos during the baseball playoffs will encourage viewers to catch up on Fox shows through Fox on Demand. Fox Television Stations will also lend a hand; these shows can be accessed on MyFoxLocal Web sites in Fox's 24 owned-and-operated markets.

Initially, Fox On Demand will have four sponsors--Toyota Motor Sales, Burger King, Lionsgate Entertainment and Paramount Pictures. As with other digital deals that networks make with advertisers, there will be a 15-second pre-roll spot followed by three 30-second commercials in the show.

Although Fox had problems with the Major League Baseball playoffs last year, it was able to make some progress, pushing up its pre-November sweep ratings by 11 percent versus a year ago.