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Fringe Benefits: Fox Reaps Bigger Bucks for Reduced-commercial Shows

080605fringe.jpg
Joshua Jackson, Anna Torv and John Noble by Michael Lavine/Fox
Fox is collecting 30 to 40 percent higher ad rates for commercials airing during Fringe (premiering Sept. 9) and Dollhouse (coming in January), the two series it has earmarked as "Remote-Free TV" and as such will feature only half the typical hourly volume of commercials and promos. All told, Fox — this past season's No. 1 network in total viewers — has sold 70 percent of its upfront prime-time inventory and could be sold out by week's end, says Media Week.

Though many media execs have praised the Remote-Free TV plan and the move to reduce clutter during the entire first seasons of these two buzzworthy series, Fox actually fell a bit shy of its anticipated higher ask for the scarce spots. — Matt Mitovich

Related:
• Fox's Fringe, Dollhouse to Run with Half the Ads

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Posted by TV Guide News
Jun 5, 2008 6:29 PM
will feature only half the typical hourly volume of commercials and promos

Does this mean we are getting 50 minutes of scripted action again? Like the good old days of Six Million Dollar Man, Incredible Hulk, etc?
Posted by rikerdonegal
Jun 6, 2008 6:27 AM
This is all fine and dandy, but are we, as viewers, then going to be subjected to "mini-commercials" during the dialog of the show? Such as a character mentioning the benefits of owning this car during some car chase (can anyone see Jack Bauer saying, "Wow, this car handles really well in the corners, and I hardly felt that bump a little while ago! Look, my coffee didn't even spill in that large cupholder placed right next to my seat!"). I can handle the occasional product placements, just as long as the character isn't forced to quickly sell the product.
Posted by lco
Jun 6, 2008 8:20 AM
I LOVE that Fox is giving us more show less commercial. WTG!
Posted by LuvGems
Jun 6, 2008 9:28 AM
That's the glass-half-full attitude to have, LuvGems! I'm with ya! - MWM
Posted by TV Guide News
Jun 6, 2008 11:38 AM
I've seen a number of stories about these shows but I must keep missing the ones that actually mention what either show is about. I guess Fox isn't doing a very good marketing job so far, because that isn't the case with other news shows I've read about.
Posted by wildbill
Jun 6, 2008 1:16 PM
Sweet merciful lord!

It seems as if FOX has actually done something good!

This might persuade me to watch shows on TV without recording them.
Posted by pyeman9
Jun 6, 2008 2:42 PM
I really like this idea and I hope that it pays off for Fox. Personally if I can get a 15 minutes of less commercials for someone doing a quick mention of some product then so be it. TV viewers have to expect changes like that as long as DVR's become more and more popular and people fast forward right through commercials.
Posted by chrisnine11
Jun 6, 2008 4:42 PM
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