HBO is putting all its guns behind “Deadwood.”
For the first time, paybox is using on-air promos to tease the Tuesday repeat of an original series.
“You don’t get a second chance in Deadwood,” the spot blares, but viewers can get a second look at the seg later in the week.
After fresh episodes on Sundays, HBO usually points viewers to catch reruns on multiplex HBO2 Monday nights.
But in the competitive Sunday-night marketplace, cabler is now emphasizing second and third plays of its originals. And it has already relocated the final season of “Six Feet Under” to Monday nights.
Unlike ad-supported broadcast and cable nets, premium destinations HBO and Showtime pay closer attention to an episode’s viewership cume.
Two weeks out, “Deadwood” is proving itself independent of its previous “Sopranos” lead-in; its second episode drew 3.4 million viewers, up 22% from the season premiere.