While episodes will continue to be available at LStudio.com, bundles of three episodes will be available on iTunes for $1.99; a season pass for Therapy will cost $7.99. On YouTube and Hulu, Lexus will be in the unusual position of being an advertiser that will sell spots within Therapy to other advertisers.
Robin Pisz, national interactive marketing manager at Lexus, said the company opted to syndicate Therapy upon recognizing that traffic to LStudio dropped after the initial publicity surrounding its launch and a subsequent Internet marketing push.
“I think the goal is to make the content available where the viewers view video as opposed to always expecting them to come to L Studio to find that content,” said Pisz, who would not divulge traffic figures for LStudio or the level of investment Lexus was making in its programming.
Lexus is returning other series on L Studio, including Puppy Love from Sex and the City writer Amy B. Harris. The only new program is Films on L, a showcase of short films from around the world.
Therapy, which is directed by Don Roos (Marley and Me), is produced and distributed by Intelligent Life Prods., in collaboration with Team One Advertising for Lexus.
Nielsen Business Media