It's Not Just TV's Golden Age, We're Living in the Golden Age of TV Hype

Network execs bet on over-the-top viral promos to boost viewership

Back in March, HBO made fans watch ice melt for 69 minutes on Facebook Live to find out when Season 7 of Game of Thrones would premiere. A few weeks later, TBS trolled the premium cable channel by “freezing” the title character of one of its own series, slapstick comedy Angie

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This story first appeared in the May 15, 2017, issue of Adweek magazine. Click here to subscribe.