• Mediaweek, Thursday, June 5, 2008 11:15 AM

Fox is getting pricing premiums of between 35-40% for ad space in two new 2008-09 dramas that are running only half the typical number of commercials. The shows "Fringe" and "The Dollhouse" have cut the portion of ads and promotions in an effort to maximize viewer engagement.

Fewer ads mean the commercial pods will be shorter. "Fringe" will premiere this fall, while "The Dollhouse" will begin airing in January.

Fox's prime-time packages with its so-called "Remote Free TV" are averaging increases in the low-double digits, while packages with the traditional number of spots are averaging increases of 8% to 10%, similar to other networks. The network was hoping to get greater premiums, but agencies have taken a hard line, which has slowed negotiations.

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