Television shows generally launch in one country and, if they find success, another country might license the shows from the get-go. Or it might even be totally rethought and remade the way The Office was after it was decided that the UK hit was too good to not have a version of it in the States, but needed an American setting.
Fox is planning on a whole new way of doing things when it launches the debut season of Touch, starring Kiefer Sutherland, in March (with a sneak peek on Wednesday night). With the help of Unilever’s marketing dollars, Fox will launch the new show in more than one hundred countries.
Focused on a man and his emotionally challenged 11-year-old son, who happens to be able to predict world events, the show will feature scenes and characters from around the globe who will speak in their native languages, according to Marketing Week.
And while the show sounds like it will be a little unpredictable, there is one thing viewers can bank on: There will be commercials for Unilever products on the opening episodes. According toMarketing Week, Unilever is looking to have “one culturally relevant content platform” and Touch should serve that need worldwide.
“Ads for the deodorant Sure in the UK, Degree in the US and Rexona everywhere else will run alongside the series when it airs in March,” MW reports, and Unilever will be the sponsor of the show’s global media tour and its premiere. “Exclusive content from the show will be presented by Unilever products online, while a Facebook page has been set up to generate buzz around the show,” the site notes.
Fox sees this kind of ad buy as its M.O. going forward. "It's the only way to think about the future in the marketing and distribution of content," commented Liz Dolan, chief marketing officer for Fox International Channels, to Ad Age.
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