A short-form television series that will be rolling out soon poses challenges for schedulers, but they appear to have found a way to make it work for them.
Variety reports that SundanceTV will use the unusual 10-minute format of its upcoming “State of the Union” as a part of the marketing.
The relationship series, which stars Rosamund Pike and Chris O’Dowd, has a 10-episode order, and Sundance will run it at 10 p.m.
“Here’s how the show will unroll: Starting Monday, May 6, and running through Friday, May 17, SundanceTV will air one 10-minute episode at 10 p.m. each weeknight,” Variety reports. “Because of symmetry of running a 10-minute show at 10 p.m. for 10 days, SundanceTV is dubbing the showcase ’10@10.’”
But there’s more.
“For viewers who would prefer to binge the show faster, Sundance Now, SundanceTV.com and the SundanceTV app will upload two 10-minute episodes each day at 5 p.m. between May 6 and May 10,” Variety reports. “The network is dubbing it a ‘Digital Happy Hour,’ and is aiming at a commuter audience.”