For those finicky Millennials, a new cable net
December 18, 2012
If you want to get your new cable channel picked up, a great way to do it is to claim that you’re targeting adults under age 35, the ones most likely to be cutting the cord and giving up their cable subscriptions altogether in the golden age of online video.
It gives the cable operators an incentive to carry you, because they are not happy about losing those subscribers.
That, at least, is the claim being made by Participant Media, which said yesterday that it will launch a new channel aimed at Millennials next summer.
The new network does not have a name, but it does have a president with a lot of indie experience. Evan Shapiro, who previously ran IFC and the Sundance Channel, is coming on board the project.
Participant is best known as the producer of such docs as “Waiting for Superman” and “An Inconvenient Truth.”
It says the channel will focus on telling stories of “social change,” though it doesn’t define exactly what that is.
In addition to documentaries from contributors including Meghan McCain and Morgan Spurlock, the new network will offer original programming.
Participant isn’t starting from nothing. The company has acquired two small cable networks, The Documentary Channel and Halogen TV, which together are in 40 million households. It will combine them to form the bones of the new network.
Tags: cable, cable network participant media, cable networks, evan shapiro, households, IFC, meghan mccain, morgan spurlock, new cable network, participant media, participant media cable network, producer, sundance channel, Superman
ABC’s ‘Scandal’ surges to record finale
Fox wins a Wednesday littered with reruns
Philly: Auto driving big TV dollars
Defining the big issues in digital video
A stunt that goes over the rainbow
‘Salem,’ this witches’ brew boils over
Tell us, what’s your forecast for the upfront?
Best tube bets this weekend
Tuesday cable overnights: Solid start for ‘Fargo’
NBCU: We’re ramping up digital content
‘Divorce Court’ up 24 percent this season
Pivot upfront: Four new shows on the way
ABC’s ‘S.H.I.E.L.D.’ grows in later timeslot
- Sarah Amatuzio becomes VP and creative director at Alcone
- Tim Nolan becomes group creative director at Huge
- Jonathan Kim rises to digital engineering director at Media Kitchen
- Anand Kini rises to EVP of strategy at NBCUniversal
- Meaghan B. Murphy becomes executive editor at Good Housekeeping
- Mary Jeanne Cavanagh becomes EVP of ad sales at BabyFirst
- Steve McEvoy becomes VP of advertising sales at PageScience
- Howard Schneider becomes Federal Reserve reporter at Reuters
- Former 'The View' co-hosts returning to honor Barbara Walters
- Brad Paisley guesting on CBS's 'Two and a Half Men'
- MSNBC personality Lawrence O'Donnell injured in car accident
This week’s cable ratings
This week’s broadcast ratings
This week’s top movies, songs and books
This week’s daypart ratings
This week’s younger viewer ratings
This month’s new media traffic data
Media planner/buyer opening in Des Moines
Media planner/buyer opening in Austin
Online media buyer position in Provo, Utah
Digital media planner/buyer job in Minneapolis
Senior media planner job in Dallas/Fort Worth