How USA Network is using social to redefine TV syndication

By Natan Edelsburg 

Modern Family just launched in syndication on USA Network, a big win for the network that’s not usually known for its comedy. If you’ve never seen Modern Family, or heard of the hit show you might not even know it’s only a syndication launch with the network’s smart, social-TV savvy launch strategy.  Here are the details from the network:

  • An entire social community” for their newest fans called Mofy Nation (Make Our Family Yours) , which has an active presence across social media.

  • Modern Family Sync – every episode has a sync for fans to access as they watch. It has fun facts, bts info, images and will include writer commentary. This is available both on USA’s core property and Shazam, Viggle, zeebox and NextGuide via the USA Sync syndication platform which is powered by Watchwith.

  • Sunday night is the pièce de résistance for fans. From 9pm to 11pm, viewers can play Modern Family Live – which is powered by iPowow (here’s what it looks like). They can participate in multiple polls and quizzes as they watch with some of the voting appearing on-air during each episode. At the end of the night USA will post a leaderboard touting the top five registered players.

USA is once again setting precedents for what’s possible with syndication and social media.