IFC Expands and Takes on New Branding

IFC announced a fresh, eclectic new programming slate, as well as a new look and brand direction, embodied by the tagline, "Always On. Slightly Off." Unveiling this month, the new brand is an evolution of IFC's original programming strategy, and reflects the attitude of its 70 percent male audience (Source: MRI Spring 2009).

Against the backdrop of this new brand, IFC is evolving its programming mandate from a focus on indie film to being a home for original and acquired content that bears an "Always On. Slightly Off." sensibility. Continuing its commitment to original programming, the network has greenlit two new series with an emphasis zon scripted comedy, a genre already thriving on the network with series like "Food Party," "The Whitest Kids U' Know," "Arrested Development" and "Monty Python's Flying Circus."
"The Increasingly Poor Decisions of Todd Margaret" stars David Cross and Will Arnett in their first project together since "Arrested Development." This IFC original series will air in fall 2010. "Onion News Network" is first television series based on the popular alternative weekly fake newspaper and web series, slated to air in first quarter 2011.

In addition, IFC has acquired "Kids in the Hall: Death Comes to Town," a "Kids in the Hall" reunion series debuting in August, and "Dead Set," a satirical zombie horror series that takes place on the set of the U.K.'s "Big Brother" house, premiering in October 2010.

"Our re-brand and these new shows were driven by IFC evolving from being first and foremost about indie film to showcasing programming that's always on' the mark, but with a slightly off' indie perspective," said Jennifer Caserta, executive vice president and general manager of IFC. "It's a perspective and attitude we share with our audience, who crave the kinds of unconventional stories, characters, talent, execution, and above all, authenticity, we provide."

Added Caserta: "Already our original scripted comedies are pulling in a loyal fan base and we're thrilled to expand our commitment to the genre by working with such comedic geniuses as David Cross, Will Arnett and the masterminds behind The Onion."

"We're also continuing our successful strategy of executing traditional formats in unexpected ways, with series like Food Party,' and we remain committed to rescuing TV that's just outside the mainstream, with the return of Kids in the Hall.' It's all part of our new sharp-cool-twisted' content filter, which allows us to develop and recommend great shows that our viewers can connect with and pass on to their friends."

-press release

Leave a comment



Archives




Blog Roll

Recent Entries

  • Nikita Redux

    Maggie Q, from Mission: Impossible 3, is Nikita this time. Her mission: bring down the secret government program that turns kids into killers. Good reviews,...

  • "Terriers" Starts Tonight

    Donal Logue as an ex-cop and Michael Raymond-James as his best friend  "solve crimes while avoiding danger and responsibility". Add some FX grit here and...

  • Don't Forget to Tivo - Sunday 8/1

    Basic: ABC has a repeat of Extreme Makeover: Home Edition, new Scoundrels at 9 and The Gates at 10 CBS has a new Big Brother...

  • Don't Forget to Tivo - Thursday 7/29

    Basic: ABC has a repeat of Wipeout, new Rookie Blue at 9 and Boston Med at 10 CBS has a new Big Brother at 8,...

  • Don't Forget to Tivo - Wednesday 7/28

    Basic: ABC has repeats of The Middle, Modern Family, Cougar Town and Castle CBS has a new Big Brother at 8, repeats of Criminal Minds...



Close