Fox’s Rationing Plan

Fox Broadcasting Co. has never played by the rules. And it won’t start now.

When Fox unveiled its fall season last month, the fourth network also announced its innovative programming strategy, putting a twist on the traditional description of “Fall Season.” Fox will launch programs year-round, beginning in July.

“We believe that we are in a very competitive environment,” said Peter Chernin, Fox Entertainment Group president. “Our feeling is that people watch TV every day of the year. It is essentially doing the public a disservice to close our business four or five months a year. We should be out there offering new shows 52 weeks a year.”

Fox kicks off its new programming July 11 at 9 p.m. with the second season of its teen series Beverly Hills, 90210. Also premiering sometime in July will be the new 9 p.m. Friday series, The Ultimate Challenge, hosted by former NFL running back Mike Adamle and Jennifer Montana, wife of San Francisco 49er quarterback Joe Montana.

The series America’s Most Wanted, Totally Hidden Videos, Cops and Sunday Comics will return with new episodes during the summer.

The Best of the Worst, which is not on Fox’s fall schedule, will premiere in July. Greg Kinnear is the host of the new series that takes a “fast-paced, fun-loving look at the worst things in life.”

Coming in August will be the new comedy series Roc (Sundays at 8:30 p.m.), starring Tony-nominee Charles S. Dutton (“Ma Rainey’s Black Bottom” and “The Piano Lesson”).

Dutton plays an opinionated, volatile garbage collector trying to lead a simple life with his down-to-earth wife. Behind the scenes: producer Stan Daniels (“Mary Tyler Moore,” “Taxi”) and director James Burrows (“Cheers”).

Fox also has three new TV movies scheduled for the summer: the drama Seeds of Tragedy (Monday at 8 p.m.); K-9000 (July 1 at 8 p.m.), a thriller about a detective and a scientist teaming up to find a special dog; the coming of age drama Pink Lightning (July 8 at 8 p.m.); and the network premiere of 1988’s Alien Nation (July 22 at 8 p.m.), starring James Caan and Mandy Patinkin.