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NBC is testing a new promotional strategy to reach cord-cutting young viewers.

Feb 18 2020

NBC is testing a new promotional strategy to reach cord-cutting young viewers. For the new musical series Zoey’s Extraordinary Playlist, the network knew they wanted to reach a young audience that doesn’t watch linear TV—and needed a new way to “get people to know the show exists.” So, after the premiere, they waited a full month before airing the next episode, “blanketing the internet” with the pilot and the soundtrack in the gap. So far, it seems like the strategy could be working. The pilot has racked up around 4 million views on YouTube (while up to 42 million have sampled the episode) nearly matching the 3.7 million who watched it on live TV. (Vulture, Fast Company)