Broadcast TV’s new streaming trend is turning into a river.
NBC has become the latest network to provide a full-episode preview online before the on-air bow, partnering with Yahoo to give sneak peeks of the latest installments of new comedies “Up All Night” and “Whitney.”
Fox kicked off the practice with an early window on iTunes and other digital platforms for “New Girl,” which ended up validating the move with strong ratings for its premiere. ABC and The CW followed suit with similar strategies in support of “Revenge,” “The Secret Circle” and “Hart of Dixie.”
While partial previews of upcoming TV fare have been commonplace in recent years, putting an entire episode online was a line not crossed in fear that digital sampling could cannibalize crucial ratings for the premiere. What “New Girl” may have proved is that’s a risk worth running in pursuit of boosting word-of-mouth or at least subsequent broadcast tune-in.
The third episode of “Up All Night” and second episode of “Whitney” will be available on Yahoo on Tuesday morning, one day ahead of “Night’s” regular Wednesday time period and two days ahead of “Whitney’s” regular slot.