WB Sneaks 'Jack & Bobby' Online

LOS ANGELES In an effort to build buzz for its new drama "Jack & Bobby," The WB will screen the show's pilot episode online prior to its television premiere.

The two-week promotion, set to begin in late August, will first offer an extended trailer for the series, about two teenage brothers, one of whom will grow up to be president, to all America Online subscribers. The following week, users of AOl’s broadband service will be able to see the entire episode, commercial-free.

The not-so-invisible hand of corporate synergy is at work in the promotion. AOL and The WB are both part of the Time Warner empire (Tribune Co., the parent of Zap2it.com, has a minority stake in the network), and each has something to gain by showcasing "Jack & Bobby" on the broadband service.

et our shows sampled and this is definitely aggressive," says Suzanne Kolb, head of marketing at The WB. "AOL has been a great partner for many years now, and this is the next extension of that relationship."

The WB says the "Jack & Bobby" preview will be the first time a network show has aired online in its entirety before airing on television (at least legally). Its producers are only too happy to be involved in the effort.

"This is a show whose best sales tool is the show itself, and that is why we encouraged The WB to go forward with this innovative promotion," executive producer Thomas Schlamme ("The West Wing") says. "When people see it, we all believe they will come back to it on a regular basis."

"Jack & Bobby" is scheduled to premiere Sunday, Sept. 12 on The WB.
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