Upfronts: Fox on the 'Fringe'

Fox isn't wasting any time getting out the word about "Fringe," its big new drama of the fall. The net took out a full-page ad in the New York Times today touting the show.

And when ad buyers arrived at the New York City Centre for Fox's upfront this afternoon, they were greeted by several people on Segways slowly rolling back and forth in front of the theater, each one affixed with a digital screen that read: "Fringe - This Fall."

As ad buyers exited Fox's presentation and headed to the network's party in Central Park, they came face to face with ... a pen full of cows, munching on hay spread out on 55th Street.

The livestock puzzled passersby, but perhaps they'll understand when they see "Fringe," in which a cow plays a key role in the show's cutting-edge scientific research story.

As for the cows, trucked in from New Jersey, they seemed unperturbed by the commotion.

-- Matea Gold