Twentieth Century Fox TV will produce a version of its action drama 24 for cell phone users, according to a report in Variety.
The original show, which begins its fourth season on-air Jan. 9, 2005, became well-recognized in marketing circles for its willingness to dodge sponsorship boundaries and embed relevant brands in its plot lines. Automobile manufacturer Ford, for example, scored in 2003 with placement of its Expedition SUV in an ad-free episode (two three-minute spots opened and closed the show); the main character, Jack Bauer, drove a Ford Expedition for the full hour (PROMO April).
Fox has not released any word yet on sponsorship for the cell-phone version of the show.
While Fox TV markets trivia and other offers based on such shows as The OC, North Shore and Trading Spouses, this marks the first time the network is mounting actual episodes to the “third screen” (unique from TV or the Web).
In other company news, Fox TV affiliates are pushing the off-network syndication of sitcom Malcolm in the Middle via a watch-and-win sweepstakes running from Nov. 6-12, 2004.
The promotion dangles a chance to win a trip for four to Hollywood, a Delphi XM Satellite Radio Receiver (including a one-year subscription), plus Malcolm Prize Packs, which include a Malcolm in the Middle T-shirt, Malcolm knit hat and Malcolm in the Middle luggage tag or sun visor clip.
Tie-ins with Clear Channel Entertainment and XM Satellite Radio support.
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