Generation T...V? Pivot Targets Television to 15- to 34-Year-Olds

By Nicole Spector April 01, 2013

What do a high school sophomore, a grad student and a new mother all have in common?

Answer: Pivot – the television network dedicated to bringing the hippest shows and documentaries to light, with a strong bent on social appeal. A division of Participant Media, Pivot was founded in 2004 by the philanthropist Jeff Skoll, who was a brain behind the development of eBay. Participant has been a producer of more than 40 films, including “The Help”; “Lincoln”; “Food, Inc.” and “An Inconvenient Truth.” The new subdivision was announced last December, and last Wednesday at a news conference, specific details about Pivot were divulged.

The President of Pivot, Evan Shapiro, explained the purpose and motivation behind Pivot; “The mandate of Pivot is entertainment that inspires social change and our target is millennials.”

Comprehensive research of today's wireless users went into the development of Pivot. The network considers two main groups within its prospective audience: cable TV subscribers who watch TV programs across multiple platforms, and viewers who subscribe only to broadband, and watch shows and movies on their computer. Pivot will be the first channel available both through the traditional pay-television route, as well as through a broadband provider. Programs on Pivot can be viewed both live streaming and on-demand. 

Pivot puts a big highlight on the social factor. Its online features include a "Take Action" button to access information about social issues touched on in each program, and a design specifically for the viewer's location and social profile.

Though the network is targeted at people ages 15 to 34, Shapiro suggests even someone as old as 35 could get away with watching Pivot. “We are a general entertainment network with all types of content: drama, comedy, talk and documentaries,” he added.

Pivot will launch in August and has 300 hours of new programming scheduled for its first year.

Edited by Braden Becker

Contributing Writer

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