Tune In! Pivot, New Cable Network for Millennials, to Launch
Will you be watching?
Millennials can't catch a break. But here's some news that might brighten their moods. A new cable television network is being launched in August with Generation Y -- today's 15-to-34-year-olds -- as its target audience. According to president Evan Shapiro, Pivot will "inspire social change," but also provide "all types of content: drama, comedy, talk and documentaries," the latter of which will fill much of the schedule. The network has already acquired hit series "Friday Night Lights" and new series will include an audience-collaborated variety show produced and hosted by Joseph Gordon-Levitt (above) and a talk-reality show with Meghan McCain (daughter of former presidential candidate Sen. John McCain). The network has also entered into a programing and marketing relationship with Rolling Stone magazine, and will co-produce 10 documentaries with Univision. Each night the network will air a talk show whose topics will be chosen earlier in the day by viewers going online to TakePart.com, and other online features will include a "Take Action" button to access information about social issues touched on in each program. It plans on around-the-clock programming (yay, no infomercials!) with at least 300 hours its first year, and will be available in more than 40 million homes. Pivot is a division of Participant Media, the film and television production company that delivered, among others, "The Help" and has won seven Academy Awards. (WSJ)