WE tv is bringing the programming power to its audience.
The female-centric cable network is instituting the Law & Order Build-a-Binge program for its Tuesday night TV block.
Each week WE tv will choose more than a dozen episodes of the Dick Wolf series that fit a theme. Viewers can then vote online for their top five episodes. The winners will air during a five-hour block on Tuesday nights from 8 p.m. to 1 a.m.
“We’re always looking for fresh ways to use the power and immediacy of digital and social media to connect with our new and loyal viewers, and could not be more excited about this new marriage of digital and programming,” said Jen Robertson, WE tv senior vp digital media and business development.
The first binge-a-thon will air May 20 with the theme “TV moms.” Episodes featuring Edie Falco, Lauren Graham and Juliana Margulies will be available to voters. Upcoming themes include “Broadway stars,” “hottest celebs” and “catch the cameo.”
The network will consider applying the voter-driven mini-marathon conceit to other shows, such as original series Braxton Family Values, in the future.
WE tv in March launched second-screen experience WatchIt With, a rebroadcast of unscripted series Mary Mary showing the stars’ reactions in a small box onscreen. The network first tested the format online and later moved it to a broadcast spot immediately following the first run of each Mary Mary episode.