May
06
USA Network to Market ‘Modern Family’ Like It’s an Original Program
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USA Network is calling all Mofys — its nickname for rabid “Modern Family” fans it’s banking will tune in when reruns of the sitcom premiere in the fall.
Alexandra Shapiro, exec VP-marketing and digital at USA, is promoting the launch with the kind of aggressive marketing plan usually reserved for first-run shows. The 14-week push includes a robust slate of on-air, digital and on-the-ground initiatives.
There’s a lot riding on “Modern Family,” which the network acquired in 2010 after its freshman season on ABC for a reported $1.4 million per episode. It premieres on USA Sept. 24. It will air five nights per week in prime time and serve as a platform for USA to launch its own original comedies.
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