Ray Richmond is contributing to Deadline’s TCA coverage.
One of the better kept secrets in cable television is the fact that ABC Family‘s Pretty Little Liars remains something of a phenomenon. Besides being the network’s top-rated series of all time in key demos, it also ranked as cable TV’s top-ranked series of last summer. It’s been renewed for a fourth season that’s skedded to start airing next summer. And during a TCA panel this morning, it came up that one of the reasons for PLL‘s continued audience strength is its pioneering use of social media, generating a major boost from Twitter and Facebook in particular. Exec producer and co-showrunner I. Marlene King noted, “We work very closely with (ABC’s digital and online team). They’ve been amazingly supportive, and we partner on ideas and social media programs with them all the time.” Exec producer Oliver Goldstick concurs. “It almost takes us back to old-time television where we all watch at the same time, because they’re not just DVR-ing and watching it later. There’s an aspect of this that’s truly old fashioned, as cutting edge as it is, because people are experiencing it simultaneously.” (more…)