True Blood to screen relevant content amid ad spots

FXUK has developed extra content to play during the ad breaks for the second series of cult vampire series True Blood in a bid to retain viewer attention.

Anna Paquin, True Blood
Anna Paquin

The digital channel is offering bespoke and exclusive content to run throughout the commercials, which will include behind the scenes footage, interviews with director Alan Ball and leading cast members.

The additional material will air on the channel in the first three episodes of the season’s premiere. The second season of True Blood airs exclusively on FX from 26 February.

Cecilia Parker, general manager of FXUK, says: “The aim is to offer a seamless broadcast experience for fans of True Blood so that viewing remains intact throughout the whole airing.” says

The broadcaster hopes that the high-concept spots will encourage viewers to sit through the commercial breaks, even if they watch through a personal video recorder.

The show, based on a series of novels, stars actress Anna Pacquin (pictured), in the leading role as waitress Sookie Stackhouse.

FXUK is carried by BSkyB, Virgin Media and Talk Talk.