• by Wayne Friedman , Staff Writer, April 15, 2014

Promoting new TV shows can’t be just about social media impressions and engagement. Maybe that goes double for original shows running on Internet video platforms.

In a rare instance, Hulu recently advertised its new comedy “Deadbeat” on some cable channels.  “Deadbeat” might be part of a growing number of modestly produced original scripted shows for digital platforms that will be taking similar approaches.

Original long-form scripted series can languish on new digital video platforms. Are social media impressions, “suggestions” from digital video platforms, modest Internet advertising, and recommendations from friends enough to stir audiences for these shows?

In the old days, theatrical movie marketing executives had to outspend other films with big TV advertising budgets to get their one and only shot at a big opening weekend -- a case of use it, or lose it. Digital media can similarly have a shorter, but not date-specific, life expectancy.

It may be no coincidence that Hulu is owned by three big media companies who own broadcast networks: Walt Disney, 21st Century Fox, and Comcast.  While that would seem to imply some decent leverage in program promotion, that really hasn’t been the case for Hulu since its inception.

Deciding how to divvy up valuable on-air non-program time can be a somewhat difficult decision for big network groups. For example, is it better to promote a sister entertainment business on network airwaves -- or to use those airwaves to get actual bucks from paying advertisers?

Hulu’s move signals that original digital TV producers -- if they want to get big reach, buzz and viewers -- need traditional TV in their marketing plans.