iN Demand Gets Its Mojo Working

May 8, 2006  •  Post A Comment

It’s not “the network for men” but a block for men.

iN Demand Networks is preparing to launch Mojo, a branded block of high-definition prime-time series targeting male viewers. Mojo will debut June 18 on iN Demand’s hi-def linear channel INHD. Unlike male-centric basic cable network Spike TV, Mojo will target more upscale viewers-playing GQ to Spike’s Maxim.

“We’ve done a lot of research [since] we launched INHD in 2003. There are a lot of affluent men out there who have bought an extensive home entertainment set-those are our customers,” said Robert Jacobson, president and CEO of iN Demand Networks. “Mojo is dedicated to being an exhilarating resource for men who live accomplished and adventurous lives. This is a chance to better connect with an ongoing basis with the active, affluent male.”

Programming will include nine new series. The order adds significantly to iN Demand’s current slate of originals, which is dominated by the company’s programming for its Howard Stern On Demand channel.

Though INHD is available in only about 4 million homes, most of the programming will also be made available via video-on-demand to the 25 million digital cable subscribers who can order iN Demand Network’s standard-definition programming.

The new shows, all half-hours unless otherwise noted, include:

  • “Taste”: A travel series hosted by comedian Zane Lamprey, who searches the world and participates in local drinking customs (eight episodes).

  • “Beer Nutz”: Visiting some of America’s beer-making centers to learn the history and traditions of the cities and their breweries (eight episodes).

  • “After Hours With Daniel”: Chef Daniel Boulud hosts a look into the community of top New York chefs as they prepare late-night dinners at several top eateries (eight episodes).

  • ”Decades” and “London Live!”: Two concert series of varying length. The former features classic artists (10 episodes), the latter top United Kingdom acts (20 episodes).

  • ”Doctor Danger”: NBC news correspondent Dr. Bob Arnot seeks out exotic and dangerous locations around the world.

  • ”Fueled”: An inside look at the Pontiac GTO’s debut at The Rolex 24 at Daytona, a 24-hour endurance race (six episodes).

  • ”Technical Difficulties”: “The Amazing Race” meets high technology as teams compete in a scavenger hunt involving the mastery of tech toys (eight episodes).

  • “Wall Street Warriors”: A documentary series that follows Wall Street traders (eight episodes).