Surprisingly it is NBC that is breaking boundaries here. Some generic looking crime drama, Conviction, is the first show to debut on Itunes before it's series premiere. This is a pretty bold way to push a show, and I sincerely hope it catches on. People who would have never heard of this show have probably already watched it..all in all, a big plus for NBC and hopefully a sign of things to come.
It's not to say that I don't think that the Itunes structure can suceed, it's just that anything to drum up support that is out of the ordinary is cool to me, and if it involves alternate distribution, even better.
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