It seems the more inane the cable TV show, the better it does in the ratings. The trend has even spurred a gold rush among networks to discover the next “Jersey Shore,” or this year’s hit, “Here Comes Honey Boo Boo.”
But one channel that launched just last week is betting there’s an audience for more elevated programming. Called Cinémoi, it airs everything from vintage black-and-white movies to indie fare to French cartoons and fashion shows.
If it all sounds like counterprogramming to today’s popular fare, that’s exactly the point.
“Nowadays much of TV is reality shows, and many discerning audiences have turned away. We thought there was a good opportunity to lead the turning of the tide,” said Rod Sherwood, co-founder of the L.A.-based channel, who has teamed up with his new wife, Daphna Ziman, on the venture.
The idea is to create a sort of Vanity Fair for television, giving viewers exposure to culture and entertainment.
For example, movies in its catalog include Orson Welles’ 1947 classic “The Lady From Shanghai”; the groundbreaking 1963 French New Wave film, “Contempt,” starring Brigitte Bardot; and “Five Easy Pieces,” the 1970 drama that launched Jack Nicholson’s career as a leading man. Children’s programming is decidedly different: the French cartoon “Babar,” about a suit-sporting, car-driving pachyderm who becomes king of the elephants.
For now, the channel will only be available from El Segundo satellite provider DirecTV Inc.
Sherwood is hoping the channel will have wide appeal, though he said viewers will likely skew female ages 25 to 54. They are looking for discriminating viewers who might feel abandoned by channels such as TLC, which started out with intelligent fare, only to go decidedly down market with “Honey Boo Boo.”
Still, viewers scrolling through their satellite TV program guide do have other options that already cater to the indie or art house crowd, such as Sundance Channel and IFC.
Rachel Dangermond, who covers media at global market research firm Blueshift Research in New Orleans, said the channel’s best shot is to offer distinctively high-quality programming.
“I firmly believe that content sells itself,” she said. “If you have good content and people are aware that it exists, you’re going to get those eyeballs.”
To that end, Cinémoi also will try to distinguish itself with glamorous, even aspirational content. Along with movies, there will be original lifestyle programming filmed at posh events, such as haute couture fashion shows.
‘Next Wave’?
The channel actually is an affiliate of European Cinémoi, which has been airing artsy European films on satellite TV in the United Kingdom and Ireland since 2009. That channel was founded by Olly Bengough, chief executive of London bar and nightclub company Mint Group.
The upmarket approach caught the eye of Ziman, an L.A. philanthropist and media veteran who was in Europe last year to promote a novel she recently authored.
Sherwood worked out a deal with Mint for the North American brand licensing rights, as well as rights to expand the channel in other international markets. Bengough’s Mint has a stake in the North American channel and will own part of any channels that launch in international markets.
“I’m fully aware it’s a competitive market and a big playing field,” said Bengough, who was in Los Angeles last week for the U.S. channel’s launch. “But by some respect, I’m confident we have a unique proposition: We’re offering something great that isn’t currently available.”
Some tweaks have been made to the European version, which focuses on French fare. For example, Ziman has been focusing on acquiring movies that are either entirely in English or have limited subtitles. She said she’s found allies in a few studios, including Sony Pictures, which have agreed to license content for low prices in part because many of the titles have only limited distribution.
The channel was able to secure distribution with DirecTV, where Sherwood was an executive, by paying a fee to be carried on a channel set aside for paid programming.
Meanwhile, the channel is investing in original productions that take a look at everything from ritzy fashion to food to culturally rich locations. One program was shot at last month’s New York Fashion Week, and the channel plans to send production crews to other fashion and film events.
The high-minded approach has been successful in attracting financial backers, including Noreen Harrington, former chief of hedge funds at Goldman Sachs Group Inc., who will work to raise more money from Wall Street.
“What (Ziman) was talking about was what’s the next wave, not what’s popular today.’” Harrington said. “Raising the bar resonated with me.”
International distribution
The channel has been operating from the offices of Encompass Digital Media near Glendale. Encompass has been doing technical work for the channel, such as transmitting its signal to DirecTV. It plans to move its headquarters to Wilshire Boulevard near Carthay Square later in the month.
Sherwood hopes to strike deals with other pay TV providers that are more traditional and lucrative. Typically, such deals involve having cable or satellite companies pay the channel for carriage, but first Cinémoi has to show it can draw viewers.
On the advertising side, the channel is focused on selling a handful of corporate sponsorships to upscale brands. In addition to 30-second spots, such deals could also include sponsorship tie-ins to live Cinémoi events and product placement in digital videos. But there is a bit of a chicken-and-egg issue.
Brian Wieser, an analyst at Pivotal Research Group in New York, said it will be important for the channel to increase distribution on other carriers to become more appealing.
“It won’t likely be of much interest to advertisers given the limited reach of such a proposition,” he said in an e-mail. “If the niche is too small (even if upscale) it won’t be enough only distributed via DirecTV. Sundance and IFC have much broader reach and would probably satisfy goals more effectively.”
