Local Stations Can Stream Talk Show Online, With Ads

Sony's 'Greg Behrendt Show' First to Offer Web Option

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NEW YORK (AdAge.com) -- Sony Pictures Television is the first out with a deal allowing local TV stations to stream a first-run syndicated show online, with the original commercials intact. Each episode of the new talk show, hosted by a former writer of "Sex and the City," Greg Behrendt, who was also co-author of "He's Just Not That Into You," will be available to download for 24 hours.
A new talk show hosted by Greg Behrendt, a former writer of 'Sex and the City' and co-author of 'He's Just Not That Into You,' will be available online for 24 hours through local affiliates.
A new talk show hosted by Greg Behrendt, a former writer of 'Sex and the City' and co-author of 'He's Just Not That Into You,' will be available online for 24 hours through local affiliates.

The daily talk show will run in 97% of American markets. Sony is not charging local stations for streaming the program, which will run online in its entirety, with the same commercials that aired on TV.

Won't be archived
"Greg uses his fresh, funny outlook to speak about relationships," said Amy Carney, exec VP-advertiser sales, Sony Pictures Television. Episodes will be available online as soon as TV broadcast begins, but programs will not be archived online.

"We hope that the advertisers that are going to take advantage of 'Behrendt' in daytime would look at this as an enhanced opportunity," Ms. Carney said. Advertisers will get twice the mileage from their TV spots as the ads will appear both within the traditional TV broadcast and the streamed broadcast. During the streaming-video broadcast of the program, viewers will be unable to fast-forward through commercials.

Ms. Carney said advertisers will benefit from the additional audience volume attained by broadcasting the show via two media, and that the Internet broadcast will attract a more demographically diverse audience, because his appeal extends beyond the traditional daytime TV viewer.

"We think that Greg has an appeal to a lot of different audiences, a younger audience, a female audience, people that are available in the morning and those who want to be able to access Greg when they want to access Greg.

"Because the people who will access the program through the computer most likely will be younger [than traditional daytime viewers] ... [online streaming] will possibly even open the program to an advertiser that normally wouldn't consider that daypart,” Ms. Carney said.

Web users will be redirected
The program will be hosted on the Web sites of local stations that carry the show. Visitors to the show's Web site who want to stream the program will need to supply their ZIP codes so that they can be directed to their local affiliates' site. "Making the download available could certainly help drive traffic to the local station's Web site," Ms. Carney said. "This plan brings the show to a broader audience, while giving stations great online content and opening the appeal of the program to advertisers."
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