At the beginning of the year, Participant Media announced that it was going to launch a cable television network to offer programming targeting the Millennial Generation (18-34) to inspire social change.
Executives from Participant Media gathered at New York’s Museum of Arts and Design yesterday to reveal details regarding the August 1st launch of the cable network, called pivot.
“Over the past 9 and a half years, through 43 films, Participant has built a reputation for content that is entertaining, commercial and high quality, while at the same time, inspiring and empowering to audiences. pivot marks a seminal moment for us with the launch of a channel for people who care about the world around them,” said Pariticipant Media CEO Jim Berk.
Taking over the The Documentary Channel and Halogen TV, it is estimated to reach over 40 million subscribers at launch.
pivot will provide over 300 hours of original programming in its first year. The first six series given the go ahead are TakePart Live, a daily live talk show; HitRECord on TV!, a variety show produced and hosted by Joseph Gordon-Levitt; Raising McCain, a docu-talk series starring and produced by Meghan McCain; WILL, a modern period drama by Craig Pearce, writer of “Moulin Rouge” and “The Great Gatsby”; Jersey Strong, a real reality series that profiles two unconventional Newark families, one involved in gangs and the other running a law firm; and ten, one-hour documentaries produced in a joint venture with Univision News and Latin World Entertainment, aired in English by pivot and Spanish by Univision.
“The success of this network will be based on its impact. Both our programming and distribution model are designed to disrupt conventional wisdom,” said Evan Shapiro, President of Participant Television.
“By building the network around our double bottom line, we spark change through entertaining stories told by powerful voices such as Joe, Meghan, Craig, the Marks and Univision. By combining the dominant Pay TV model with an unconventional streaming package, we are adapting to changes our audience has already made.”
Those without a television will also be able to watch the programs through a mobile app for a few dollars per month.
In terms of reruns, pivot has acquired the rights to NBC/DirecTV’s Friday Night Lights and Farscape, as well as Little Mosque on the Prairie, a Canadian sitcom about a Muslim community in Saskatchewan.
Details of a partnership with the Rolling Stone were also announced. The Rolling Stone will create a three-part issue special editorial this fall, combining reports from homes, campuses, workplaces, online, and the streets to profile the Millennial Generation’s influential, emerging artists, technologists, entrepreneurs, activists, athletes and politicians.
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