Net Asks: What’s Your Mojo?


Mojo, the high-definition cable channel, is going digital to support its original series and acquisition of NBC hit sci-fi drama Heroes.

Mojo, formerly called InHD2, is part of In Demand Networks, the big pay-per-view distributor owned by Comcast, Time Warner, Cox and other cable operators. It acquired off-air rights to Heroes in conjunction with Comcast-owned cable network G4. Mojo will begin its Heroes run Nov. 1, airing the first six episodes of season two. After that point, Mojo will have caught up with NBC and will begin re-airing episodes the Wednesday and Thursday nights after they premiere on Monday on NBC.

In addition to on-air promos running on the high-definition service, the campaign — centered around the tagline “What’s Your Mojo” — includes schedules, replete with rich media banners with video and sound, on the online versions of The New York Times, the Los Angeles Times, the New York Post and New York magazine, as well as such Web sites as Television Without Pity, Gawker and Defamer.

The marketing efforts also include a Google display and search campaign, and a far-reaching grass roots viral publicity effort.

Mojo’s also launched a desktop widget, a free application that allows users to connect to their interests.

The channel’s unique widget is a mini-application that lives on the user’s desktop and keeps Mojo viewers connected to their interests. Fans of Mojo food series After Hours with Daniel and Pressure Cook can download recipes, while travel enthusiasts can stay current or unleash their inner Dr. Danger. Music fans can hear London Live artists via the Mojo radio element.