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May 31, 2006

Turner Classic Movies reaching for younger audience

Turner Classic Movies will be reaching out to a younger audience with an attempt to refine its brand. According to announcements last week, the network will begin airing programming including a cult movie feature that will come on late at night, hosted by Rob Zombie.

Zombie's show will be called "TCM Underground," according to The Television Forum.

Zombie's show is one of several recent ventures by TCM to reach out to younger viewers. I personally don't see any conflicts with these types of projects, as long as they retain the overall intent of TCM. When brands try to stretch themselves so far that they lose any sense of their raison d'etre, they run the risk of losing their key constituency.

While some of their other original projects may be taking some of the focus away from the "classic" part of Turner Classic Movies, the idea of using current cult stars to look into former cult film favorites is perfect, especially considering that Zombie's own films have been greatly influenced by cult classics of the past. The project should attract new and younger viewers while not straying so far from the focus of TCM that it would anger the fans of classic movies that support the network.

It will be interesting to see how well the show is received by new fans and by the existing TCM fan base.

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