So You Think You Can Dance Gets the Superfan Treatment

Fox’s (s NWS) So You Think You Can Dance has finally come online, with a new, interactive player that adds social and interactive features to the online viewing experience. Now in its sixth season, the popular dance show will benefit from Fox’s recent investment in rolling out “Superfan” video players for some of its more popular primetime shows.

Like Fox’s Superfan treatment of Glee, the goal of the new SYTYCD player is to increase engagement of users interested in watching clips and episodes of the show online. As such, it connects to social networks, allowing its users to share clips on Facebook and Twitter. It also incorporates a Twitter feed, allowing them to see what others are saying about the show and the dancers.

More importantly, the player consolidates multiple sections of the SYTYCD experience into a single site, allowing users to view extras about the contestants, behind the scenes clips and videos of past contestants, without ever having to leave the integrated player experience.

SVP of Digital Media Bill Bradford, chief product officer of Fox Digital Media, says that rolling out the Superfan experience was key to helping secure the online streaming rights for So You Think You Can Dance. Also important was negotiating the timing for when episodes would go online; SYTYCD episodes appear on the site four days after the show airs, since the primary revenues from the show come within the first three days of the broadcast.

The new player for SYTYCD is the second Superfan implementation Fox has rolled out for one of its shows, but Bradford says it won’t be the last. The Superfan players are powered by, which has developed an XML-based metadata framework dubbed Cue Point Language which allows publishers to add additional content, links or various types of actions to any predefined point in a video.

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