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USA set up online games for "Psych" fans to play, with real and virtual prizes. Particularly high-scoring fans even become part of the game. There was a fan appreciation day, with some invited to meet the cast. USA encouraged social media interaction with stars and others involved with the show. A "slumber party" of viewer-chosen shows that aired from midnight to 6 a.m. on a Saturday in February resulted in some 157,000 mentions on Twitter. One goal is to make live viewing of new episodes an event, Shapiro said. DVR viewing is fine, but networks still reliably make more money when there is a strong audience for original airings. So far, so good. The February debut of the seventh season saw stronger ratings than the sixth season opener in 2012, with a 22 percent increase in the desirable young audience of viewers aged 18-to-34, the Nielsen company said. "Our job is so much harder than it was 10 years ago or even five years ago," Shapiro said. "We used to be content messengers. Now you have to be content creators. You as a marketer have to create compelling content that a fan is going to engage with." It's not necessarily an approach that works with every show, she said. But it could be a template for some with similar audiences. For this week, the chief concern is compiling the fans' votes, and making sure technicians in New Jersey charged with making sure the correct ending of Wednesday's episode is inserted.
[Associated
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