Although Diane Sawyer had interviewed Bruce Jenner months ago, ABC decided to hold the story until the May book.
They knew it would drive ratings and it did. 16.9 million people tuned in to hear that the former Olympic star now considers himself a woman.
FTVLive was not one of the 16.9 million to tune in and while the interview is getting high reviews, it still seemed like the two sides were using each other.
ABC scheduled the interview to run in ratings and while it was airing, E! confirmed that Jenner has a new reality show coming to the network.
Looks like a win, win for all sides.