Cable Technology Feature Article
Karmaloop TV Showcased at NCTA 2010
By Anamika Singh, TMCnet Contributor
The debut of Karmaloop TV, the new multi-platform network, and the first to target the multicultural lifestyles and passions of the multiracial 'Verge Culture' demo was unveiled at the annual convention of the National Cable & Telecommunications Association (NCTA (News - Alert)).
'Verge Culture is the first generation to have grown up on the Internet, a fast-expanding, multiracial subculture of millions that is thriving in major metropolises like New York and L.A. to the cornfields in Iowa,' explains Greg Selkoe, CEO of Karmaloop TV.
'They communicate digitally and globally to build a 'cut and paste' culture based on their shared love of film, fashion, music, design, dance and much more - the dynamic 'mashup' that will be the heart of our programming model and a first for television,' Selkoe adds.
'Vergers are 'alpha consumers' who spend over $90 billion annually on entertainment, technology, sneakers and travel,' continues Karmaloop TV President Katie McEnroe, the former President of AMC Networks and Lionsgate TV who has joined the company to helm the launch. 'Many are a part of what's being labeled 'cable's lost generation,' the young people who are tuning out TV because there's nothing on that represents the full breadth of the diverse cultural passions that truly move them. We know Karmaloop TV has an unprecedented programming mix and built-in brand equity that will capture the attention and loyalty of this lost generation - on the multitude of platforms that engage them, yet firmly home based on the television dial.'
Karmaloop TV is the latest outgrowth of Karmaloop.com, the online retailer of streetwear brands, with more than 4 million unique users per month and projected 2010 revenues of $100 million. In the 10 years since its launch, Karmaloop has grown to become a virtual hot house for emergent Verge Culture, a community where tech-savvy young people also connect to share trends via KarmaloopTV.com, the broadband entertainment network launched in 2008, and the soon to be launched social network Junglelife.com.
With Karmaloop's know-how and a heavy duty film inventory from domestic, international and independent sources, the ready-to-spend Verge demographic will have a TV outlet in their own language, on the many platforms where they connect.
Films will initially comprise approximately 70 percent of Karmaloop TV's programming line-up in strips, marathons and month-long franchises to generate noise, promotional heat and appointment viewing.
KarmaloopTV.com's popular entertainment news show, The Daily Loop, will be enhanced, with its in-studio hosts and roving field reporters covering the latest in fashion, film, music, dance, video games, and more.
'The message is two-fold,' adds McEnroe. 'For young people, it's a call to reclaim television with quality programming that truly represents the depth and vitality of their many interests and passions, ones that uplift, inspire and entertain. For operators, it's a signal that it's not too late to stake a claim with the kind of sophisticated and trend-savvy young people who are not only desired by your advertisers, but central to the future of your business.'
For related news, New Online TV Show Showcases Cutting-Edge Marketing, follow http://education.tmcnet.com/news/2010/05/18/4796097.htm
Anamika Singh is a contributing editor for TMCnet. To read more of Anamika's articles, please visit her columnist page.
Edited by Alice Straight