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In Gambit, USA Disrupts Its Own Shows To Hype New Series

24 February 2015 6:51 AM, PST | Variety - TV News | See recent Variety - TV News news »

On TV, commercial breaks are old hat. So USA is trying something different: Interrupting one program for a few seconds to talk about another.

Viewers of repeats of “Law & Order: Svu,” one of the linchpins of USA’s schedule, may have been surprised during a recent episode. Just as detectives Elliot Stabler and Olivia Benson walk up to an apartment door to interview someone, a mysterious symbol flashed between frames of the drama. Within milliseconds, the show disappeared and a dark backdrop with the enigmatic token at its center took up the entire screen, while a hashtag message told couch potatoes to “#digdeeper.” Quickly thereafter, the show returned.

The message, almost subliminal but not quite, is a pitch for “Dig,” a new drama that is of high importance to USA as it seeks to emphasize serialized storytelling over the self-contained plots of one-time mainstays like “Covert Affairs” and “White Collar. »

- Brian Steinberg

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1 item from 2015


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