FOX taps Passenger to launch viewer community


Passenger announced it has partnered with The Fox Broadcasting Company to help launch an online community for viewers of FOX programs to drive improved communications and viewer collaboration on programming and marketing.

The community is built for viewers aged 18-49 from FOX drama, reality, comedy, and animation programs and will give FOX better understanding of viewer preferences and facilitate communication that will help network programming and marketing decisions.

“This is the next step in FOX’s broader initiative to build a deeper engagement with its customers,” said Melva Benoit, FOX’s senior vice president, audience intelligence and research strategy. “It keeps us on top of viewer interests and helps keep our programming on the cutting edge of network television.”

Passenger enables many of the world’s most innovative brands to collaborate with customers through helping them create a robust online community. Passenger provides a combination of social-networking, community-building and collaboration technologies in an intuitive and scalable platform that enhances customer experiences.

To kick off the community, FOX is planning to use the community’s feedback for suggestions in promoting fall programming. FOX has invited subscribers from its email marketing list to join its new community.
Benoit added, “FOX viewers are excited about their ability to have a say in network programming and marketing directions.”