Although DVDs of upcoming shows have been available on the Internet for some time, Netflix is offering a DVD release of the series on Aug. 5, ahead of their September broadcast. The discs will be counted as regular Netflix rentals and contain bonus features, Daily Variety reported.
NBC Universal Television marketing chief, John Miller, said he wanted to use the Internet for sneak peeks of new shows. The agreements with Warner Bros., which produces "Studio 60," and Sony, which produces "Kidnapped," allowed for that promotion.
Netflix will share its data with NBC on customers who rent the series during August and September, which will help in the network's marketing strategies.
"We just don't reach enough people with the show on the air," Miller said. "What we need to do is create an army of evangelistic fans."
The agreement with Netflix might also be a new strategy to reach people who do not watch traditional television. NBC also made previous promotions available via Apple's iTunes.