There are certain shows that just can't seem to reach a bigger audience despite their ambition; the stories are compelling, the characters are popular and the critical response is good, but the fan-following is not big enough to warrant to a weekly cable schedule. The Mindy Project is one of those shows.
FOX's The Mindy Project - created by, frequently written by, and starring Mindy Kaling - hung in there for three season despite its humble ratings. However, it has finally been cancelled by the network... which is not to say the show is completely done for, though.
Deadline reports that The Mindy Project may make the jump to VOD with a deal at Hulu on a two-season pickup. The idea of moving the show to a digital platform actually first came around back when Unbreakable Kimmy Schmidt moved from NBC to Netflix (also with a two-season pick up), back in 2014.
The ratings for The Mindy Project, as mentioned before, have never been through the roof, but the show does well on DVR and online viewing (and is generally a critical favorite), so streaming on Hulu seems to make sense (previous seasons of the show are already available on Hulu Plus). SVoD services have changed the viewing experience because they allow for smaller shows with decent followings to be successful, and The Mindy Project is the perfect program to capitalize on what Hulu has to offer.
The benefit of streaming at your audience's convenience is that you aren't competing for attention in the same way as you would on cable. Since shows can be streamed whenever (and wherever) you like, fans don't have to choose which ones they're going to watch on Tuesday night - something that's probably been an issue for The Mindy Project, as The Flash, iZombie and Agents of S.H.I.E.L.D. have all recently been airing the same night.
The other interesting quality SVoD has to offer something like The Mindy Project (which already received support via Twitter for its continuation on Hulu) is the possibility of benefiting from the popularity of other shows. Consider something like Netflix's Daredevil: The success of the show itself is strong enough to drive people to purchase a subscription; and the more people subscribed to Netflix, the better chances a smaller program has to be seen by a viewer looking for a new story (or looking to make use of their subscription before it runs out at the end of the month).
Granted, Hulu doesn't have a Daredevil, but they do have content like previously-aired episodes of Family Guy, Modern Family and South Park - all of which are popular and fall into the same comedy genre as The Mindy Project. There's synergy there, in other words - and if the decision is made to take the show digital, it would please many a Mindy fan.
We'll bring you more information on The Mindy Project as it becomes available.