WebProNews

The Fox Network has partnered with social networking service Passenger to launch an online community for viewers of Fox programs.

The community targets viewers between the ages of 18 to 49 who watch Fox programming. The goal of the community is to allow user to provide feedback to Fox about its programming and marketing campaigns.

"This is the next step in Fox's broader initiative to build a deeper engagement with its customers," said Melva Benoit, Fox's senior vice president, audience intelligence and research strategy. "It keeps us on top of viewer interests and helps keep our programming on the cutting edge of network television."

Fox said it will use community member's feedback to shape its programming, plot direction, character development and marketing ideas. The broadcaster will also examine how its members balance television viewing and online activities.

Fox will also use the community's feedback for suggestions in promoting fall programming. It has invited subscribers from its email-marketing list to join its new community.

"We've found that those brands who engage their customers in a collaborative, conversational fashion gain contextual insight far greater than in any other community or social environment," Justin Cooper, co-founder and chief innovation + marketing, Passenger.