Fox Aiming For Younger Fans With Live World Cup Show On Twitter

Fox Sports' “World Cup Now” is a "daily recap of what’s happening" at the World Cup in Russia that "streams live on Twitter, a first for the social-media site," according to Lucas Shaw of BLOOMBERG NEWS. The digital show is the "centerpiece of the World Cup’s largest-ever social-media blitz -- a campaign that also includes highlights on Snapchat and in Google search results." Fox’ World Cup endeavor is a "sign of how Hollywood is chasing viewers beyond the TV." The traditional studio show has "lost much of its allure thanks to the proliferation of statistics and highlights online." "World Cup Now" host Rachel Bonnetta is a "key part of the studio’s strategy to appeal to a generation of young viewers who share her addiction to their pocket computers." Bonnetta hosts a "more playful show, where goofy tweets and skits are just as important as the latest bicycle kick." With her "blend of aw-shucks enthusiasm and teasing humor, she’s attracted almost 50,000 followers on Twitter" (BLOOMBERG NEWS, 6/21).