THR reports that Facebook will revive the TV series Loosely Exactly Nicole –– after its single season on MTV. Why? The series, based on the comedy of Nicole Byer, never found a big enough audience to support itself as a cable TV show. Most shows that stage comebacks are clamored after by passionate fans, and at least had some kind of success in their initial runs. But with this deal — reviving a show that had little impact — Facebook proves its unique position in the market. Facebook also continues to redefine the role of the broadcaster as a narrowcaster, yet without limiting just how big a narrowcaster‘s reach can be.
Facebook has more data than everybody else, even Amazon probably, and in the revival of Loosely Exactly Nicole Facebook is using that data instead of renting it out to bidders. Instead of MTV trying to find the potential but elusive Loosely Exactly Nicole audience through Facebook ads and targeting, Facebook itself will identify with demographic precision who will be interested in this show and make sure they have ample opportunity to see it. Facebook has no doubt already identified the audience with granular specificity and determined the cost to reach and engage them. Facebook can talk directly to the audience MTV couldn’t find.