paidContent.org has learned that one of the biggest gaping holes in streaming of primetime shows — the lack of online replays of Fox doc hit House — will stay that way. When I asked execs last year why House, produced by NBC Universal Television Studio, and My Name is Earl, produced by 20th Century Fox, were missing from streaming and download plans, I was told a swap of some sort was being considered as the solution to the third-party quandary. But House was missing from today’s announcement of a deal between the two companies for the digital rights to Earl — 20th’s first with a third-party network. What happened? A source familiar with the situation explains that what started as a swap didn’t work because House is already repurposed on NBCU’s USA Network. NBC doesn’t want it streamed, the source said, and Fox went along because it repeats very well even with the repurposing. Next up: trying to get a sell-thru split that will at least make House available for downloads on iTunes and other venues.
Earl details: The companies are billing the Earl plans as the “biggest third-party deal to date.”
— Effective now, electronic sell-thru will be through iTunes, AOL, Wal-Mart and CinemaNow, as well as Fox Interactive Media’s MySpace and IGN. (I’d expect a similar roster for House if they can agree on downloads.) iTunes gets to throw in a 13-minute short as part of the purchase of the full first season for $37.99. The second season is being sold for $36.99 and individual episodes are listed at $1.99.
— Current season two episodes will be streamed on NBC.com for a week after initial air. The one I just pulled up had a pre-roll ad from Hilton and a matching ad next to the video player.
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