A&E Flies High
A&E Television Networks is already making good on its upfront season pledge to create new digital and mobile extensions as part of its plan to spend $600 million overall on development. The cable network recently unveiled a spate of new media initiatives, including a deal with Southwest Airlines to let passengers download free A&E shows to watch during flights.
Episodes and clips from network shows including “Gene Simmons Family Jewels” and “Criss Angel Mindfreak” can be downloaded from a specially created A&E-Southwest microsite.
AETN has also launched made-for-mobile channels for A&E and sister network, The History Channel, in partnership with mobile content provider MobiTV.
Separately, the two networks have also licensed technology from Visible World that lets advertisers customize and target commercials on the fly for greater relevance to a particular program. The concept, known as dynamic ad insertion, has long been desired by advertisers and programmers.
This month AETN will also launch The History Channel in HD. The moves are all part of the network’s broader strategy to reach viewers on multiple platforms and cultivate a younger audience. “We’re aggressively pursuing content in variety of forms,” says AETN spokesman Michael Feeney.