In hopes of giving the series a push in the A18-49 demographic, FX will be airing episodes of their new drama Damages on MyNetworkTV.
The first two episodes will air tonight on the channel. This is the first time that the broadcast network has aired a program from any other News Corp. network.
“What we’re looking to do with ‘Damages’ is have it seen by as many people as possible,” said FX topper John Landgraf. “The awareness of the show among people who watch FX is very high. But FX is only watched by 40% of adults 18-49. We’re looking for places to get it sampled by viewers other than the network.”
Episodes of the series will be edited to reflect a TV-14 rating, meaning language and some sexual content will have to be trimmed from the original airing. These versions, however, already exist, as the network uses them during daytime and fringe time slots.
Damages premiered on FX last Tuesday (7/24/2007) with very solid overall viewership numbers (2.4/4 household rating and 3.66 million viewers), but many of those viewers were not in the coveted A18-49 demo, of which the series scored a modest 0.9/3 rating. A positive sign for the series was growth occurred in the second episode (7/31/2007) of 11% in the A18-49 demographic (going from a 0.9/3 to a 1.0/3). The rest of the ratings for the second episode were a 1.9/3 rating among households and 2.93 million viewers.
New episodes of the series air every Tuesday at 10:00 p.m. on FX.
Sources: Variety (Numbers data from Nielsen)