CBS created rich, interactive content online to accompany their show "Jericho," in order to extend its fan base
to the Internet-savvy, TiVo-owning generations. Despite suffering through the all-too-familiar mid-season
hiatus employed by many shows, the "Jericho" fan base remained strong throughout the break, partially due to the episodes being posted both for free on the CBS site as well as for purchase on iTunes. "Jericho" returned from the hiatus in the same timeslot occupied by "American Idol." CBS — which apparently still
determines programming primarily on Nielsen ratings — decided to drop the show, regardless of the ever-growing
and loyal fan base. Nuts Online includes live blogging from Jeffrey Braverman, the
company's 26-year old CEO. Jeffrey's company has been shipping up to 5,000 pounds of peanuts a day to the CBS New
York headquarters, and has been using their site to describe his experience along the way. Three other fan sites are documenting the progress:
CBS Jericho Message Board,
Jericho Lives, and
Jericho Rally Point. Fans of Roswell were successful in bringing back their favorite program by sending mass quantities of
tiny bottles of Tabasco sauce."
writes "After presenting 'Jericho' fans with a cliffhanging season finale, CBS promptly cancelled the program. The shocked fans quickly banded together, many using CBS' own public "Jericho" discussion forum, and began brainstorming on ways to convince the network to bring back the show for a second season. A plot point in the final episode of "Jericho" involving the expletive "Nuts!" (in reference to an historic conversation between generals) was turned into a campaign to send large quantities of nuts to CBS' NY, LA, and affiliate offices. Fans have sent a total of $26,000 for a pooled campaign hosted at Nuts Online to ship over 19,000 pounds of peanuts to CBS.
Other efforts acquired over $9,000 to publish full page advertisements in
Variety (National Edition)
and The Hollywood Reporter for Tuesday, May 29th. This is expected to become the largest ever fan campaign to bring a television show back from cancellation."
There's more about the massive fan rollout below.