AMC Series Will Debut on Tumblr Before TV

'Halt and Catch Fire' Will Bow on Site on May 19

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AMC's 'Halt & Catch Fire'
AMC's 'Halt & Catch Fire'

AMC will premiere its new drama, "Halt and Catch Fire," on Tumblr ahead of its TV debut.

This will mark the first TV premiere on Tumblr and the first time AMC has partnered with a social-media platform to debut a new show, the network said.

"Halt and Catch Fire," which is set in the world of technology during early days of the personal computer, will be available to viewers beginning on May 19 through May 31 on Tumblr as well as on video-on-demand and TV Everywhere services. The series will air on AMC on June 1.

AMC will also screen the premiere episode for Tumblr influencers at that company's New York headquarters and launch a branded network Tumblr page.

This marks Tumblr's latest attempt to tap into the TV marketplace. Last month it said it commissioned a survey that revealed Tumblr has more social-TV activity than Twitter. The survey looked at an 11-day window that spanned from five days before the show aired to five days after.

And in March, the Yahoo-owned platform announced an exclusive partnership with Viacom to deliver "co-branded" content campaigns during this year's upfront season. Taco Bell sponsored the first of such activations during the "MTV Movie Awards."

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