Survivor Finale and Reunion will be available for no additional charge to Comcast digital customers in four markets, marking the first time an advertiser has fully sponsored primetime broadcast on-demand programming.
Comcast and CBS have joined with General Motors Corp. to make Survivor Finale and Survivor Reunion available for no additional charge to Comcast digital cable customers in selected markets, marking, the companies said, “the first time an advertiser has fully sponsored primetime broadcast on-demand programming.”
Both Survivor Finale and Survivor Reunion will be available on Comcast’s ON DEMAND service in CBS owned-and-operated markets beginning Monday morning, May 15, the day after their original broadcasts on the CBS television network. These programs, which usually would be available on demand for 99 cents per title, will be offered at no additional charge to Comcast digital cable customers in Baltimore, Chicago, Detroit and Philadelphia through Aug. 31.
In these four major markets, Survivor Finale and Survivor Reunion VOD programs will feature only three brief commercial messages: one before the show begins, one at the midpoint and one at the conclusion. Those commercials will be targeted spots directing viewers to the GM Showroom, which can be accessed through Comcast’s ON DEMAND menu by selecting “Searchlight” and then choosing the “Automotive” category.
Comcast Searchlight is an advertiser- supported ON DEMAND destination where customers can find information on a variety of products and services. The GM Showroom provides long-form videos with detailed information and demonstrations of various GM vehicles.
The announcement is the next step in the CBS-Comcast partnership, which launched earlier this year and marked the first time a broadcast network offered its primetime programming on a cable provider’s VOD platform. As part of that agreement, CBS owned-and-operated television stations (including the top seven U.S. markets) now offer episodes of CSI: Crime Scene Investigation, NCIS, Survivor and The Amazing Race onComcast ON DEMAND for 99 cents per title. Customers can view available episodes anytime they want for up to 24 hours from the time they order them.