In Demand to Revive Instant-Target Promo


Responding to strong demand from network affiliates, In Demand will resurrect its monthly instant-targeting pay-per-view movie promotion beginning this month, complete with enhanced graphics and additional affiliate support.

The instant-targeting promotion-which offers promotional materials targeting five separate viewer demographics-was stopped in December to focus attention on the launch of the new In Demand brand.

Senior vice president of video promotion Leigh Bolton said the network decided to restore the campaign after overwhelming response from operators.

"With the launch of In Demand in January, we had temporarily stopped producing our instant-targeting spots." Bolton said. "Our affiliates have been insistent that instant targeting should be an integral part of our video-promotion efforts."

Each of the campaign's promotional video spots appeal to a specific audience: women; older and more affluent "information seekers"; families with children; action lovers; and the 18-to-34 demographic.

The spots promote specific selections of In Demand movies during the month, and they are intended to run on designated cable channels that appeal to each of the five groups, Bolton said.

In Demand creates insertion guidelines to assist affiliates in placing the spots.

For example, spots targeting the action-lovers group would be targeted to ESPN, The Nashville Network, Speedvision and Outdoor Life Network, while spots aiming at a female audience would run on Lifetime Television, Oxygen, Home & Garden Television and Food Network.

"We can even suggest certain programs on the networks to run the spots," Bolton said. "By promoting the movies that most appeal to a specific group, our affiliates aren't wasting valuable spot time."

Bolton said instant targeting could prove extremely effective in promoting niche movies. Top titles, as well as niche movies, get on-air exposure they might not otherwise have received through traditional marketing outlets.

"The information-seekers spot could include a movie that may not appeal to the younger, [MTV: Music Television] group," Bolton said. "That movie may not have been a huge box-office hit, but it would still generate some interest among that particular group."

Another big selling point of the campaign is the opportunity to tie in with local retailers to gain additional exposure for the promotion. Each spot is customizable, so advertisers can sponsor the promotions and have products associated with the high-profile entertainment programming most desirable to their target audiences.

"The campaign also involves the aesthetic of the In Demand name, so this is one more tool operators can use to get behind the brand," Bolton said.

In other In Demand news, the network finalized its agreement with the National Basketball Association to distribute a Women's National Basketball Association package of out-of-market games to digital-cable subscribers beginning in June.

The "WNBA Season Pass" PPV package offers up to 60 games at a suggested retail price of $49. The network said it would offer a special early-bird price of $39 through June 10.