IFC Doesn't Want to Chase Millennials, or Even Say That Word

Mission remains to go against the grain

Join TV, media, marketing and tech leaders for Adweek Convergent TV, Mar. 21–22. Virtual and in-person passes available. 50% off through Feb. 6.


IFC has always prided itself on going against the grain—the network proudly boasts the tagline "Always On. Slightly Off." And during its upfront presentation this afternoon, president Jennifer Casserta said something you don't hear many media companies say these days: It doesn't care for millennials.

"We try not even to say that word," she said. "We don't think strictly in terms of demographics or talk about chasing the elusive millennial audience." Instead, Casserta said the network, which has staked its brand on irreverent, offbeat comedies like Portlandia, Comedy Bang! Bang! and Maron, is focusing on one simple goal:

"Make funny stuff with cool people."

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in