Fox Populi: They're Cutting Ad Time Just for You, Little Guy

NEW YORK, May 15

In an effort to make you happy, Fox will slash ad time on its hottest upcoming sci-fi-ish series -- J.J. Abrams's "Fringe" and Joss Whedon's "Dollhouse."

So viewer-unfriendly has network TV become these days, Thursday's announcement qualifies as pretty big stuff. Fox suits thought so -- they even gave it a name: Remote-Free TV.

It's all about letting you know Fox is the "populist" network, entertainment division Chairman Peter Liguori told advertisers during his network's schedule unveiling at City Center Theatre in Manhattan. We think he even mentioned servicing viewers, which we're sure he meant in the best possible sense.

"We're going to have less commercials, less promotional time and less reason for viewers to use the remote," Liguori said. "We're going to have more character, more content, more value."

And, he said, Remote-Free TV "is a simple concept and potentially revolutionary. We're going to redefine the viewing experience."

Which is a wee bit overstating the facts, given there will still be a network-commercial load of about five minutes per hour, not to mention promos -- albeit half as many as you'd otherwise get -- plus local ads and whatev.

Peter Roth, the guy who runs Warner Bros. TV, where Abrams's "Fringe" is produced, told the TV Column he's been advised the actual episodes can run 46 to 48 minutes. He was sitting with the reporters up in the nosebleed section of the City Center Theatre; ditto Abrams. It's called a "populist seating chart."

"Fringe" will kick off with a two-hour premiere in late August; "Dollhouse" kicks off in early '09, behind the much-anticipated return of "24."

"We're the rebel innovators," Liguori said, which is something you hardly ever hear these days from someone in a suit and tie, talking to other guys in suits and ties.

Three full nights of Fox's schedule will be turned over to reality series in the fall. We're guessing this will help pay for Remote-Free TV.

This leaves just three nights -- six hours -- for scripted live-action programming, including Abrams's drama and one new comedy.