Sony to Allow Local Stations to Stream ‘Behrendt’

May 11, 2006  •  Post A Comment

Sony Pictures Television said Thursday it will offer local stations the ability to stream same-day episodes of its upcoming syndicated strip “The Greg Behrendt Show” on their Web sites when the series debuts this fall.

The move was a natural extension of Sony’s previous plan to create digital extensions for “Behrendt,” which is set to include original content for Web and cellphone users (TelevisionWeek, May 1).

Offering “Behrendt” in a same-day window marks the first time a first-run syndicated show has been streamed online. Stations that carry “Behrendt” will be able to stream each episode on their Web sites for a 24-hour period on the day of broadcast.

The complete broadcast version of each show will be streamed online, including all advertising.

“This is a great opportunity for our advertisers to reach an additional audience in a new environment … with the added benefit that viewers will not be able to fast-forward through their ads,” Amy Carney, executive VP of advertiser sales for Sony, said in a release.

The announcement comes a week after Warner Bros. Domestic Television Distribution said that stations carrying its off-network comedy “Two and a Half Men” in 2007 will be able to stream one week’s worth of episodes the week after they air in broadcast.