Remote Free TV Debuts in 'Fringe'

By Jon Lafayette

Fox unveiled its Remote Free TV format with the premiere of “Fringe” Tuesday night, and movie companies took up the bulk of the limited commercial time available in the show.

As the show began, Fox told viewers the program was being “presented with shorter commercial breaks,” and before most of the breaks, the network ran a graphic that said how long it would be before the show resumed.

In the first break, which started about 16 minutes into the show, there were 30-second spots for 20th Century Fox’s film “Max Payne” and for AT&T. The national breaks totaled no more than 90 seconds apiece.

Later spots advertised the films “Quantum of Solace,” "Miracle at St. Anna,” “Eagle Eye,” “Burn After Reading,” “Body of Lies” and “Lakeview Terrace.”

Also advertising on the show were video game Spore, Ford and asthma medication Symbicort.

Among the national advertisers in local breaks were Geico, Barilla Pasta, Subway, Pepsi and HBO, the latter pushing its new series “True Blood.”

Fox sold “Fringe” in the upfront as part of its Remote Free TV format, which carries half the ads of its regular programming. The format is designed to increase viewing and reduce the amount of DVR fast-forwarding during commercial breaks.