NEW YORK — The steamy primetime soap operas of Fox’s MyNetworkTV will burst out of their one-hour nightly formats with dozens of additional segments designed for exclusive play on the network’s Web site.
Bob Cook, prexy-chief operating officer of Twentieth TV, told an audience of media buyers at the MyNet upfront in New York on Tuesday that Twentieth is producing as many as 3,000 segments geared to enhance the eight soaps scheduled throughout the 2006-07 season (four at 8 p.m. and four at 9, each in 13-week cycles).
The goal of these short segments, which visitors to MyNetworkTV.com can download for viewing on their computer screens, is “to promote the telecast of the series,” said Cook, “and to enrich the characters, making fans eager to tune in to the next episode.”
For example, in the exclusive broadband segment “Confessional,” a character on “Table for Three,” the soap that kicks off the network on Sept. 5 at 8, will speak directly to someone off-camera, as though revealing her inner thoughts to a psychiatrist.
Another segment linked to the restaurant-set “Table for Three” will feature the actors in character discussing recipes for foods reputed to stir erotic feelings. Seg is called “Food for Love.”
MyNetworkTV.com expects to generate dollars by seeking out advertisers to sponsor these segments. Each TV station affiliated with the net will have links to MyNetworkTV.com, Cook added.
He said the net never seriously considered allowing MyNetworkTV.com to repeat full episodes of each soap opera on the Web site for fear that it would cause viewers to skip the telecast, depriving TV stations of ad revenue.