IFC Developing Web Originals

Rainbow Media’s IFC.com plans to introduce an original Web series each month from July through November, the company told Beet.TV.

In an interview at his New York office, Michael Depuy, director of product development, said the Web original slate is part of the media company’s expanding efforts in video across all platforms. “Video is the vital aspect of our Web strategy. All of our brands are continuing to produce more video exclusively for the Web," he said.

That's why AMC recently introduced a video-centric iPhone app for its show “Breaking Bad,” he said. In addition, Rainbow Media has signed development deals with creators found through user-generated video submission contests.

Like most cable networks, Rainbow Media does not usually offer full episodes for streaming for most of its networks' series, including the Emmy Award winning “Mad Men” on AMC.

Depuy said the company is still developing its plans for long-form video online. However, AMC will showcase full episodes of the 1960s series “The Prisoner” before it launches a remake of that show later this year.

IFC.com in particular has been creating Web originals for a few years now and also using the site as a launch platform for programs. For instance, the network debuted last week the first two episode of its series “Like So Many Things” on-air and online. The final five episodes run exclusively online. 

In related news, AMC is one of the first cable networks to test advanced advertising tools from Canoe Ventures, the consortium of the nation’s six biggest cable operators that delivers targeted ads to households based on demographic data. 

Rainbow Media is a subsidiary of Cablevision.

Daisy Whitney, Senior Producer

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