• by July 18, 2005

GEE, WHIZ -- Lately, we've been hearing a lot about the increasing value of media capable of delivering a "captive audience." But the Sci Fi Channel appears be taking the concept to new extremities - er, make that extremes. In an effort to break through the clutter of new TV program promotions Sci Fi is eschewing traditional media like programming guides, radio, outdoor, print and on-air and cross-channel promotions, and is going somewhere no science fiction channel has gone before: the men's room.

No, the NBC Universal channel won't be battling Klingons, or for that matter, cling-ons. It's positioning itself somewhere else entirely: in front of urinals. As a result, the male patrons of bars and clubs in 15 major markets will find no relief from advertising, even as they seek to relieve themselves. Instead of gazing mindlessly into thin air, white porcelain or cold steel, they'll be gazing mindlessly at the animated likeness of Carmen Electra. Actually, they'll be staring at the 3D likeness of Six, the sexy cyborg character Electra gives voice to on Sci Fi's new animated "Tripping the Rift" series. And just in case these urinaters somehow manage to divert their attention - or are distracted by something else - they will still get to hear a 30-second personal message recorded by Electra, which will be triggered by a "motion-activated" device.

Is it just us, or does anyone else think the notion of media captivity may be going a wee too far? Okay, so maybe in the context of this new Sci Fi series - an edgy, irreverent, and in the words of Sci Fi's PR department, "scandalously sexy send-up of all things sci-fi - men's room urinals are a logical media placement. After all, the folks at Alloy Media + Marketing, the viral agency working on the Sci Fi effort, are already wondering, "Could long lines in the men's bathroom be far behind?"

But how many ads to we really want to be stuck in front of during our most intimate moments? We can just see the consumer privacy legislation now. It'll be called CAN-CAN.