Extreme FLOW: TV marketing strategies in 2015

Just came across this article and found it relevant to our discussion of flow-- how Fox structured various aspects of programming and marketing to increase their profit/viewership.

http://www.adweek.com/news/television/how-foxs-marketing-fanned-flames-empire-one-biggest-new-shows-years-162612

This made me curious about "mid season" of the TV pulse, or is that even a dated concept now?