HBO is breaking out the new season of its Lena Dunham comedy series "Girls" with the help of YouTube. Mashable reports that the pay-cable channel is putting the first two episodes of the third season of “Girls” on the online video site just 12 hours after they debut on HBO.
The episodes were set to appear on YouTube today, Jan. 13, at 10 a.m. ET, the story says.
“Rather than requiring fans to watch live during Sunday’s two-part premiere or forcing them to catch up using its HBO GO subscription service, offering the episodes for free on YouTube is one way the network is courting the show’s active online fan base,” the story notes.
“For us, this is an increasingly challenging demographic to reach with traditional means," said HBO social media and marketing vice president Sabrina Caluori. "Micro video is really becoming more mainstream."
Mashable adds: "HBO decided to ‘be social first’ with the way its marketing team released announcements, taking advantage of ‘emerging platforms’ such as Tumblr, Instagram, Vine and even Snapchat, as well as social giants such as Facebook, Twitter, Pinterest and YouTube."