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Jason Lynch is senior managing editor at Adweek, overseeing the magazine and digital covers, as well as all TV coverage across linear and streaming.

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Most shows would just send out a press release or tweet announcing their season premiere date. But not Game of Thrones, which spent 69 minutes on Thursday afternoon melting a giant block of ice on Facebook Live—a stunt gone wrong, given that the livestream was interrupted twice and stretched for more than an hour—to learn that Season 7 of the show will debut on July 16.