Dish Network, in launching its new Sling TV service, is taking a shockingly simple but logical approach in its launch campaign: hire millennials to talk to millennials.

Focused on a package of popular cable networks, Sling TV is a Web-based service that provides content from channels including ESPN, CNN, TNT, TBS, Food Network and HGTV.

Sling TV’s “Take Back TV” campaign, making its debut in late January, has been filling its marketing team with millennial talent, according to Ad Age. More specifically, the company says it has only hired millennial copywriters for the project.

Sling TV CMO Glenn Eisen says that the reason for this is simple: millennials are a good representation of cord-cutters, and Sling TV wants to reach cord-cutters.

The “Take Back TV” campaign will promote the new service on platforms where Sling TV will be available - gaming consoles, OTT boxes and smartphones to start, with a focus on sports platforms because of its anchor ESPN programming.

It has no launch date yet, but Sling TV will be available for a $20 per month subscription fee, targeting the 18-35 demographic that is increasingly turning away from pay-TV plans. The service has signed more than 10 channels so far along with a channel dedicated to content from Maker Studios and an option for families to add kids-friendly channels as well.

Read more at Ad Age.

Brief Take: Millennials have complained in the past about being talked down to in marketing campaigns, so Dish may be spot on in choosing to create a campaign for millennials by millennials.

[Image courtesy of Sling TV]

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