The Upfront: Fox Getting 35-40 Percent Premiums for Remote Free TV Inventory

Fox is getting between 35-40 percent pricing premiums for commercials in its two new 2008-09 season dramas, Fringe and The Dollhouse, in its upfront deals with advertisers, according to media agency sources.

Under its Remote Free TV plan, the network is running only half the number of commercials and promotional minutes in those shows in order to try to maximize viewer engagement.

The Fringe will premiere this fall, while The Dollhouse will air beginning in January. The resulting decrease in the number of commercials will decrease the length of commercial breaks by shortening the commercial pods.

Agency sources estimate that Fox has sold about 70 percent of its upfront prime-time inventory and could be done with its upfront sales by the end of this week. Fox