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To generate buzz and build loyal fans, Fox put two of its upcoming comedies, “The Mindy Project” and “Ben and Kate” online two weeks before they’ll premiere on TV.

To generate buzz and build loyal fans, Fox put two of its upcoming comedies, “The Mindy Project” and “Ben and Kate” online two weeks before they’ll premiere on TV. This “pre-air” distribution strategy may cause fewer fans to tune in to the TV debut, yet Fox wants to create early excitement and let viewers help with WOM marketing. (Variety)

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