A promotion that’s truly out of this world? Travel’s online and mobile support for its Eastern State Penitentiary segment of Most Haunted Live certainly fits the bill, and we commend the network for — ahem — getting viewers into the spirit. In a true testament to programming integration, audiences were able to interact with the linear show, online and through their mobile phones. Viewers could watch eight live webcam sightings positioned around the prison, monitor for paranormal activity, then text in any sightings. The text messages scrolled by at the bottom of the screen throughout the linear show. Fans also could vote on which cast member would have to conduct a solo midnight vigil, and monitor their own paranormal activity by downloading a personal "ghost-detecting" mobile phone application that measured disturbances in magnetic fields.

Fast Fact

  • The show resulted in 76,000 text messages sent and 2,000-plus Ghost Detector downloads.

Honorable Mentions:
Blog Cabin, DIY Network/DIYnetwork.com: Skillful use of user-generated input cranked up the fluidity between TV viewers and visitors to DIY’s Web site when the network invited fans to log their recommendations for a cabin that was being constructed on the linear show.

The Next Food Network Star, Food Network/FoodNetwork.com: Foodies and reality show junkies are serious about a competition whose winner becomes host of a new cable show. So Food fed fans plenty of behind-the-scenes dish about the contestants and the chance to vote online and via mobile texting.

Return to 2008 CableFAX Program Awards table of contents.

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You can thank the World Cup for making this week’s weekly cable ratings look slightly different. While Fox News , ESPN and MS Now took their usual spots in primetime with 2.24 million, 1 million and 992,000

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