Advertising Industry
Industry: Email Alert RSS FeedWhy Sci-Fi grabs more than geeks; Human-focused content, novel marketing pushes channel into mainstream.(News)(Sci-Fi Channel Inc.)
Advertising Age, April, 2007 by Bulik, Beth Snyder
Byline: BETH SNYDER BULIK
bbulik@adage.com
you can't just stick Spock ears on Patrick Dempsey and make a Vulcan McDreamy. But that's just what Sci-Fi Channel has struggled with for years. How do you make the channel's extraterrestrial fare palatable to the mass market-and to mass marketers?
What its come up with is a combination of content changes, innovative marketing ideas that go beyond 30-second spots and closer ties to parent network NBC to help widen the channel's appeal. That strategy, along with a shift in consumer tastes in TV programming-think less reality, more escapist-has Sci-Fi as close to the mainstream marketing audience as it's ever been.
"I think Sci-Fi, like many focused cable networks, walks a fine line in trying...
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