IFC Digital Media will unleash a Rainbow Media Holdings-style marketing blitz today (Oct. 13) in the New York area, to back last week's launch of its Uncensored on Demand on parent Cablevision Systems Corp.'s systems.
The subscription VOD service is available to Cablevision subscribers for $4.95 a month, the new service's first carriage deal.
— separate from Independent Film Channel's existing IFC On Demand service, also carried on Cablevision's iO: Interactive Optimum digital platform for $4.95 — will feature 20 hours of each month of exclusive, sometimes provocative material, covering religion, politics, art and sex.
"This is a new brand we're establishing," said Cynthia Burnell, senior vice president and general of IFC Digital Media. There will be billboards; cinema slides on movie theaters; posters on Long Island Railroad trains; radio spots during morning drive time; ads in The New York Times
and the channel's IFC Rant
magazine; direct-mail pieces and street teams handing out "Uncensored" marketing information.
Burnell said the SVOD service's Web site (www.uncensoredondemand.com) will be up and running today, providing program listings.
In January, IFC Digital will add short commentaries (two to three minutes) to drive interest in the service.
"It's a marketing opportunity to demonstrate to consumers what the SVOD service is," Burnell said. "We will create hosted segments to help the consumer understand what this product is about."
The Web site lets consumers enter information to determine whether or not Uncensored on Demand is available in their area.
The service is being sold by Rainbow Media's affiliate-marketing team. Burnell said IFC is talking to operators "about what the license-fee structure should be for the new service."
Programming on the SVOD channel is unique and not repeats of regular IFC fare, she said. One-quarter of the titles are refreshed each week.
Current titles include Damned in the USA, a look at art censorship; Crimes of Horror, a documentary about Islamic femicide; and a handful of art-house films that were at least once controversial, including The Night Porter
and I Am Curious — Yellow.
Traditional movie or TV ratings will be used for all material.