News

Independent Film Channel is launching its first branded night of original programming beginning April 9. The digital cable network, available in 40 million homes, will have a $1 million-plus marketing campaign behind IFC Fridays. The block will be anchored at 10 p.m. by Dinner for Five, which will relocate from its Monday time slot for its third season, followed by new unscripted series Rocked With Gina Gershon at 10:30 p.m. Late-night genre film showcase Pulp Indies airs at 11 p.m. IFC senior vp marketing Evan Shapiro believes that IFC Fridays will give notice to viewers and cable operators alike that the channel is serious about original programming. "By putting 'Dinner for Five' as the anchor for the night and creating a hammock with that and 'Pulp Indies, ' we can raise the awareness for the new 'Gershon' show," Shapiro said. The move comes as IFC, which is owned by Cablevision, plans to quadruple its original programming slate this year, up from just two series last year. When Gershon finishes its six-episode run, it will be replaced in July by the 10-part reality series Film School. In the fall, quiz show Ultimate Film Fanatic will take the time slot. IFC eyed Friday for the block because of research indicating that young, upscale viewers were up for grabs thanks to broadcast networks' reduced HUT (households using television) levels. Broadcasters claim only 20%-30% of the viewing audience on Fridays, down from 50% on weeknights.