Fox partners with Twitter for show debuts, weekly ‘Empire’ preshow

Fox
(Coolcaesar/Wikimedia)

Fox Broadcasting and Twitter are teaming up to launch a number of programming initiatives on the social media platform, including the premiere of new comedy series “Ghosted” before it airs on television.

Beginning Sept. 21 and continuing through Sept. 24, the premiere episode of “Ghosted” will stream at 9 p.m. EST nightly on Twitter. The episodes will be followed each night with a Twitter Q&A featuring members of the cast.

The move to premiere a series on Twitter is something that Turner network TNT tried earlier this year with its new drama “Claws.”

Fox will also begin streaming a weekly live “Empire” pre-show—which will feature cast members and journalists—throughout the season on Twitter. The pre-show will kick off Sept. 20 and will stream weekly at 7:30 p.m. EST.

Fox also took to Twitter to stream a marathon of five episodes of “The Mick,” picked by star Kaitlin Olson and featuring a live Twitter commentary from the show’s cast and producers.

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“With so much competition out there, it’s more important than ever to create innovative ways to promote our shows and connect directly to our viewers,” said Shannon Ryan, chief marketing officer of Fox Television Group, in a statement. “From introducing new fans to ‘Ghosted,’ to creating a catch-up opportunity with ‘The Mick’ marathon, to building fan conversation for ‘Empire’ with the live pre-show, this exciting partnership with Twitter allows us to tailor each initiative for every show.”

“FOX programs and talent regularly engage fans and drive conversation on our platform,” said Todd Swidler, global head of the Live Video Business at Twitter, in a statement. “We’re excited to partner with FOX to bring TV viewing and conversation even closer together. The discussion of TV shows has always taken place on Twitter and it is a natural evolution to add TV premieres and live pre-shows to our video experience.”