Black Family Channel - "Black Family Channel Brand Promo"

Giant Ideas

Giant Ideas Pittsburgh, United States

4764

Title	Black Family Channel Brand Promo
Agency	Giant Ideas
Campaign	Black Family Channel Launch
Advertiser	Black Family Channel
Brand	Black Family Channel
Date of First Broadcast/Publication	2004 / 11
Business Sector	TV/Radio Programs & Stations
Tagline	Your Place to Call Home
Story	Giant Ideas re-branded the existing MBC Network to the Black Family Channel. This promo spot was one of a campaign designed to generate excitement among viewers and industry professionals regarding the new brand and positioning.
Problem	For the past six years the MBC Network has been seen in nearly 20 million homes as the destination for African-American families. Built upon Willie Gary's belief that the African-American community needs a strong family focused channel, the network had a difficult time attracting an audience. The market place has only become more competitive in recent years, with BET and TV One entering the marketplace. The decision was made that the network needed a new infusion to make it more competitive. The actor/director Robert Townsend was brought in to bring new original programming to the channel and it was decided to change the name to the Black Family Channel.
Media Type	Television
Length	30 seconds
Market	United States
Graphic Designer	Joe Bukovac
Account Executive	Jennifer Craig
Editor	J. Frink
Sound Design Company	Michael Goodis
Director	Michael Killen
Art Director	Jeff Kowal
Agency Producer	J. Dax Parise
Creative Director	Bryan Ward
Production Company	Animal