IFC targets broader audience, outlets for show's new season

The network is raising consumer awareness of the second season of The IFC Media Project, a program hosted by Gideon Yago that explores the media industry.

Objective: The network is raising consumer awareness of the second season of The IFC Media Project, a program hosted by Gideon Yago that explores the media industry. This season it will discuss how the Obama administration is relating to the media, the impact of the economy on the press, and the role of Al Jazeera English. “What's going on in the world could increase interest in the show,” said Marie Stenberg, VP of consumer publicity for IFC.

Idea: IFC's core demographic is men and women ages 18 to 34, but the show is designed to have broad appeal, Stenberg noted. The network is reaching out to an array of outlets, including college newspapers and magazines, cable news shows, and political magazine shows. It is working with The Dowd Agency on traditional media outreach. “Because this is controversial and interesting, we're... putting the word out to every media outlet about what topics are covered,” said Becky Auslander, account director at The Dowd Agency.

Tools: IFC is conducting a viral video effort featuring clips from the show's second season, as well as a social media initiative to reach its core audience, according to Stenberg. Attention PR is helping with these efforts. A launch event will also take place April 30, featuring a panel discussion with former White House press secretary Ari Fleischer and The Daily Beast founder Tina Brown.

Measurement: IFC is measuring success by monitoring visitors to the show's Web site, as well as media and social network mentions.

Company: IFC (Independent Film Channel)

Campaign: The IFC Media Project, season two

PR Team: Internal, The Dowd Agency, Attention PR

Launch: May 3

Budget: Undisclosed

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