“My First Place” on Web First

Following in the footsteps of a number of entertainment marketers, Scripps Networks’ HGTV is betting on a Web premiere of its new series, “My First Place.” The first episode of the series, which tells the stories of people moving into their first homes, will be online in its totality next Monday, five days before the TV show airs. In the meantime, the company is daily parceling out “sneak preview” segments of the show, preceded by pre-roll ads. (A recent view showed a Kraft Macaroni and Cheese spot.)

The company hopes to lure Web users to check out the series by sprinkling in a few extras. The site will feature videos of celebrity interviews, reader-submitted stories, and a “Plinko” game themed to the series. All of this content will appear on the HGTV.com Web site.

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