Fox promo a ‘Family’ affair

Stewie to host latenight talkshow on MySpace

Taking a break from plotting the demise of his mother, “Family Guy’s” homicidal toddler Stewie Griffin will moonlight online as a latenight talkshow host this Sunday.

Stewie and sidekick Brian — the show’s martini-imbibing canine — are the stars of “Up Late With Stewie & Brian,” a 10-minute flash-animated talkshow parody that will launch on MySpace Feb. 25 at 8 p.m., opposite the Oscars. (Clip will remain online for the foreseeable future.)

The animated short (designed by Zeek Interactive and Flinch Studio) includes a cliche-ridden monologue from Stewie; a riff on the heavily scripted comedy bits found on most talkers; and an interview segment featuring Rob Corddry, star of Fox’s upcoming laffer “The Winner.”

Promoting “The Winner” is actually the impetus for “Up Late,” which comes out of a joint effort by 20th Century Fox TV and Fox. The cross-promotion made sense to all involved: “The Winner” comes from former “Family Guy” scribe Ricky Blitt, as well as “Family Guy” creator Seth MacFarlane.

Plus, “The Winner” will air for three weeks starting March 4 at 8:30 and 9:30 p.m., with “Family Guy” sandwiched in between.

Meeting with marketing execs, Blitt and MacFarlane first discussed coming up with a piece that merged the worlds of “Family Guy” and “The Winner.” “Up Late” was born out of those discussions.

“It made sense to us and to our producers to create an environment ripe for parody where the stars of the two shows could interact,” said 20th Century Fox TV prexy Dana Walden. “These are characters who one would assume are very popular in the online community. It’s satisfying to fans of ‘Family Guy’ and also offers a nice introduction to that world for Rob.”

As for 20th Century Fox TV, it has come up with several new marketing content initiatives recently, including the “24” mobisodes and viral videos for “My Name Is Earl” and “How I Met Your Mother.”

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