In a first-time move for MTV, the network is debuting the season finale of one of its programs exclusively on MTV.com. The season’s final episode of the high school football show “Two-A-Days” will premiere on the site immediately after the second-to-last episode airs on MTV at 10:30 p.m. tomorrow night (Oct. 11).
“Two-A-Days” profiles the Hoover High School Buccaneers football team of Hoover, Ala. This is the first time that any network has shot a season finale specifically and exclusively for online air, according to MTV.
“Two-A-Days” has been seen by over 46 million viewers this season and has had nearly 2 million streams viewed on mtv.com/overdrive, according to a network statement. The show has been averaging 94K unique visitors per week online and Brian Graden, president of Entertainment for MTV Networks Music Group, estimates roughly 200,000 unique users will move to the Web site to view the finale.
“We did full episodes (online) of 8th & Ocean earlier this year, right after the show aired, and saw the traffic roughly double. That seems to be a reasonable barometer,” Graden tells Billboard.biz.
“Two-A-Days” has been picked up for a second season, which is slated to premiere in 2007.
The move fits inline with MTV’s digital strategy of “constant experimentation with delivery of video,” says Graden. “This is one more experiment and we’ll see what it yields.”