Millennials, your moment is here.
It’s no secret much of entertainment goes after the desirable sweet spot of viewers in the 18-49 demo. Now, that ideal segment is getting even more specific: Participant Media announced today that they are launching a new television channel in summer 2013, specifically designed for viewers ages 18 to 34.
Participant Media has been involved with films such as An Inconvenient Truth, Food, Inc., The Help, and Lincoln and concentrates on movies that promotes social change and action. They now want that message to come to television. “The goal of Participant is to tell stories that serve as catalysts for social change,” Participant Chairman and Founder Jeff Skoll said in a press release. “With our television channel, we can bring those stories into the homes of our viewers every day.”
People helping to bring those stories home include The Jim Henson Company’s Brian Henson, Oscar-winning director Davis Guggenheim, columnist and blogger Meghan McCain, and Oscar-nominated humorist Morgan Spurlock. According to the release, Participant Media has completed the purchase of The Documentary Channel and has entered into an agreement to acquire the distribution assets of Halogen TV from The Inspiration Networks, making the new channel reach approximately 40 million subscribers.