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iN Demand Has Its Mojo Working

Jun 17, 2007  •  Post A Comment

Four years ago, iN Demand launched a pair of high-definition networks — INHD and INHD2. Now, it’s got one network and it’s called Mojo.
The change in name and number underscores how the hi-def world has evolved in the past four years. INHD and INHD2 were among the first hi-def networks to launch; they initially were designed to simply satisfy consumer demand for hi-def programming. Now, with many more channels and shows broadcasting in hi-def, iN Demand has shifted its strategy to focus more on programming and less on technology.
Through consumer research, iN Demand learned that its viewers are primarily affluent males earning more than $100,000 a year. So the company retooled its programming strategy to target that group under the Mojo-branded programming block launched last June. The two networks then combined last year and were rebranded in May under the new name. Mojo is available in 7 million homes and on every major cable system, the company said.
In the past year the network has seen a 108 percent increase in ad revenue. Advertisers include Acura, Bose, John Hancock, Volkswagen, Sony, Toshiba, Lexus, Patron, Cadillac, UBS, Paramount, Sony Blu-ray, UPS, Grey Goose, Buena Vista and Wyeth.
TelevisionWeek spoke with Robert Jacobson, president and CEO of iN Demand, about the changes at Mojo and what they say about the hi-def business.
TelevisionWeek: Has hi-def reached a tipping point?
Robert Jacobson: We are in the process of that now. You still have the early adopters, the consumer who just gets their set and is willing to watch programming simply because it’s in hi-def. But now you have more and more consumers and it’s more about compelling programming. We knew that transition was in the works, so we always anticipated transitioning and deepening in hi-def with original programming geared to the affluent male.
TVWeek: How are you measuring consumer reaction?
Mr. Jacobson: We aren’t metered, so it’s anecdotal. We measure by consumers following us on Internet sites and forums. We create questionnaires and poll consumers. They have said the programs uniquely speak to their demographic. The idea behind Mojo is that it’s aspirational yet achievable.
TVWeek: What does that mean specifically?
Mr. Jacobson: If you look at men 25 to 49, there aren’t a lot of channels that are speaking to them. It’s about creating a niche that is unique and sustainable. We aren’t going to compete with ESPN and Fox for sports and USA and TNT for general entertainment. So we had to find a place to call our own that was sustainable. We looked at who was watching early on, and they were men and tended to be affluent. We knew we had already developed an audience, and the question was how to find programming to speak to them.
TVWeek: Does this strategy apply to other hi-def networks?
Mr. Jacobson: The evolution of where we started versus where we are today is not unique to us. If you are a generic hi-def service, you will get washed over by all the other well-established brands that are migrating to hi-def. And the programming landscape is going to become more competitive. If you fast-forward a few years and look at the channel lineup, you will see the same well-established programming that you see on linear today. The way you distinguish yourself is you have a unique brand with differentiated content you can sustain and hopefully that rises above the clutter.
TVWeek: What does the hi-def consumer look like today? Have we gotten past early adopters?
Mr. Jacobson: Now you are finding a third of hi-def set purchases are people getting a second or third set for their home. A lot of the early adopters are getting more sets and others are coming in.
TVWeek: Is it at the point where everyone who is going to buy a new TV will buy a hi-def set?
Mr. Jacobson: The price points are such that, if you are in the market for a new set, you will look at the price points, and most consumers will make the choice to go hi-def.

One Comment

  1. Here’s a digital version but it doesn’t feature the artwork. I’ll give you a hard copy.

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