Yesterday, Fox announced that its new musical/comedy show,
Glee, has been given the go-ahead for a full 22-episode season. While this has definite implications for my future as a recapper, it says far more about the success of Fox's marketing campaign for the show, which began with a post-
American Idol airing of the pilot and led to a five-month, buzz-generating viral marketing campaign that took full advantage of the popularity of social networking sites like Twitter and Facebook.
So why did Fox give Glee such a fantastic running start rather than a show like, say, Dollhouse, which had a built-in following of Whedonites to help a similar campaign go viral? Furthermore, why doesn't Fox give similar promotional backing to other new and returning shows in its lineup? This is pure speculation, but I'm willing to bet it has a lot to do with the Big Fours' simultaneous fear and dismissal of web entertainment and the internet in general, and its out-of-touch perception that only tweens and teens are actually paying any attention to the internet.