IFC launches media consumption campaign

NEW YORK: IFC (the Independent Film Channel) is conducting a brand awareness effort for its IFC Media Project series and a larger social responsibility initiative about media consumption.

NEW YORK: IFC (the Independent Film Channel) is conducting a brand awareness effort for its IFC Media Project series and a larger social responsibility initiative about media consumption.

IFC Media Project is a progressive-leaning documentary-style show hosted by Gideon Yago about how the media chooses what stories to cover and how it reports them

The network's internal communications staff is overseeing trade publication-focused promotions for the show, which concludes its first season on December 23, as well as outreach to television critics, said Marie Stenberg, VP of PR at Rainbow Media, IFC's parent company.

"We essentially created an issues campaign meant to stimulate a thoughtful discussion and educate the public about media consumption and the issues of the world today as a result of the media,” she said.

Promotions for the show included media outreach targeting broadcast and radio programs, magazines, and national and local newspapers, as well as the leveraging of a poll commissioned by the network and conducted by Zogby, Stenberg added. Kwittken & Co. and Attention PR are aiding IFC on the effort.

Kwittken & Co. organized an interview tour for Gideon Yago, the show's host. The agency also oversaw the creation and promotion of a series of panel discussions featuring prominent members of the media including Arianna Huffington, Bill Kristol, and Dan Rather, said Gabrielle Zucker, MD at Kwittken & Co.

Attention PR, the network's online agency, is handling Web promotions for the show and pro-social campaign through next year. The agency is promoting the campaign's Web site which includes an interactive quiz on the media and a handbook to understanding outlet ownership and news terms, said Curtis Hougland, founder of Attention PR.

After a discussion between Kristol and author Pete Hamill about images from the war in Iraq turned animated at a November panel, Attention, which invited bloggers with hand-held cameras to the event, published clips to a number of social networking Web sites in an effort to take the campaign viral, Hougland added.

The awareness campaign, which uses the tagline, “Revealing the truth behind the news,” is scheduled to continue into next year, said Stenberg.


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