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Success Story: Psychics a Hit for Court TV

Mar 28, 2005  •  Post A Comment

Court TV recently used a crystal ball to predict the future of some of its affiliate partners and reinforce its forensics brand, as well as promote a TV series.

The New York-based cable network’s promotional event Psych-Out brought real-life psychics to Insight Communications’ annual Senior Managers’ Meeting in Key Largo, Fla., in January. The goal was to brand positive images of its show “Psychic Detectives” in the minds of the cable ad sales reps. If it accomplished that, the reps would be more effective in selling the show to their local advertisers.

Beaded doorways, votive candles, Ouija boards and new age music set the mood while a handful of Florida’s top psychics did readings for the 80-plus guests. The readings were so on-target it was “uncanny” and “eerie,” some of the senior managers said.

“Everyone loved it,” Insight Chairman Michael Willner said in a press release.

In fact, they loved it so much that with 95 percent of the guests participating in the psychic readings, the event had to be extended from three hours to four.

Psych-Out parties will eventually head to other cable operators, but have yet to be scheduled.

“Psychic Detectives,” in its third season, is a half-hour series about detectives and psychics working together to solve cases.

Insight General Sales Manager Jake Phillips, who overseas the Evansville, Ind., designated market area and runs the interconnect there, said Court TV often throws great events. In the fall the cable network invited local advertisers to A Night With Insight. “It definitely made the advertisers more aware of Court TV,” Mr. Phillips said. “We have had requests to add Court TV in other systems.” Its only current availability in the DMA is within Evansville.