In the end, The Sundance Channel just had too many letters to survive.

Sarah Barnett, president of the newly-renamed SundanceTV, told Adweek Monday that in a world where people watch TV on a variety of screens—some of which can be very, very small—the fewer letters a channel name has, the better.

In addition to a shorter name, SundanceTV is helping to grow its audience by placing shows on VOD and SVOD platforms where “there’s increasingly a patience that viewers have for content that may feel a little bit obscure,” Barnett told the magazine.

And while the rest of the TV world seems to be consumed by The Great Pilot Debate, Barnett highlighted how SundanceTV charts a slightly different course in bringing new series to the screen: “Our model is a six-episode first season and then 10 episodes in the second season,” she told AdWeek.

Read More: Adweek

Brief Take: SundanceTV’s new look and name is about more than character count in a logo: the channel is moving to emphasize its growing slate of original series in an increasingly competitive cable drama market.

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