MUMBAI: US broadcaster Fox has launched FOX on Demand. This aims to bring full episodes of Fox primetime television series from the new fall season to millions of fans on an ad-supported basis through MySpace.com and the MyFoxLocal web sites, in 24 owned and operated markets in the US.

In an industry first, Fox Interactive Media is leveraging both national and local online distribution channels to sustain enthusiasm for fall primetime programming while the network broadcasts Major League Baseball play-offs and the World Series games.

Consumers can access previously-aired episodes from Fox’s shows like Bones, Prison Break and Standoff. Additional episodes of these and other Fox shows will be made available throughout October and November.

On-air promotions during Major League Baseball broadcasts will push viewers to the sites to catch up on their favourite Fox shows through Fox on Demand.

Fox president of entertainment Peter Liguori says, “We are fortunate to have partners like Fox Interactive Media and our Fox Stations Group making our entertainment programming available to viewers, while we turn over much of prime time to Fox Sports and post-season baseball.

"MySpace provides tremendous exposure to our key demos and our O&O’s speak to local viewers and loyal fans of FOX in a very targeted way."

The launch of ad-supported streaming of FOX programming will support several strategic objectives, including building audiences during breaks in regular programming by utilizing an alternative distribution channel; demonstrating the value of online promotions to stations and advertisers; and allowing parallel entertainment offerings to grow audiences simultaneously.

Fox Entertainment Group president, digital media Peter Levinsohn says, "Offering free access to Fox programming online during the MLB primetime take-over demonstrates the tremendous value that may be realized through a smart digital distribution strategy for premium content."

"The FIM network of sites and particularly MySpace, combined with our local television sites, provide the optimal platform for maintaining momentum with our existing audience and also attracting new viewers."