CW, Machinima team on ‘Cult’ aftershow

Analysis of new drama to stream on YouTube channel

The CW has teamed with Machinima’s YouTube channel ETC to offer “Cult” viewers a live, weekly recap show of the newbie drama.

“Machinima’s ETC After Party: The Cult of Cult” will stream live on the ETC YouTube channel and the CW’s website Tuesdays at 10 p.m., directly following every episode of “Cult.” Each recap will feature cast members, producers and experts on the show. First recap episode will take place tonight after the series debut and include “Cult” star Matt Davis.

Pact also encourages viewers to engage during the show’s live broadcasts on Twitter. Fans will be able to submit questions to the show’s hosts and guests by using the hashtag “#Cult” in their tweets, which will then be answered by Machinima’s ETC Twitter account.

While recap shows have been an increasingly-used method for maximizing fan engagement in shows including AMC’s “Walking Dead” (“Talking Dead”) and Lifetime’s “Project Runway” (“After the Runway”), CW is putting a new spin on the practice by scheduling the recap series not only off-network, but off the TV medium entirely.

CW auds, though, are comfortable in the digital realm. Network topper Mark Pedowitz even stated during the CW’s winter TCA session that 20% of the net’s total viewership comes from streaming and VOD, and CW has moved forward with programs like “Breaking Pointe” because they performed well online, even when broadcast ratings disappointed. “Cult’s” serialized format will also help drive viewers to the web for analysis on the show’s complex plot.

Machinima, a digital hub that attracts elusive young makes with a content mix heavy on gaming, has become a popular home for marketing alliances with networks like Showtime and AMC looking to grab new audiences for their TV programming. Partnership with Machinima, then, offers “Cult” not only greater exposure through one of the most popular destinations for original programming on YouTube, but also access to male auds that may otherwise overlook CW and its femme-skewing shows.

Should auds miss the live recap, an edited version will be made available on the YouTube channel and CW site.

Andrew Wallenstein contributed to this report.

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