October 23, 2006

Biting into Programming's Sweet Spot

Diane Robina, Comcast's president of emerging networks, discusses FEARnet, a new breed of horror channel launching on Halloween

By Shirley Brady

Diane Robina

FEARnet, the non-linear horror channel that launches on Halloween, marks a coming out party for Diane Robina, president of emerging networks at Comcast. The MTV Networks vet started developing the channel—the first from Comcast’s joint venture with Sony—in July 2005. As our update (below) on horror networks shows, the field is crowded. Up next for Robina: launching up to 10 additional hybrid VOD/broadband/mobile networks in the FEARnet, ahem, vein.

Q: Now that your first emerging network for Comcast is making its debut, what have you learned from the experience?

A: It’s been exciting to create a new TV model across platforms—VOD, online and mobile entertainment—and invent new ways to brand this kind of network.

Q: How is this hybrid model different from launching traditional linear networks?

A: Programming the network for television in addition to the online and mobile platforms forces you to think completely differently—and that has been a refreshing experience.

Q: What will distinguish FEARnet from the other horror channels vying for distribution?

A: FEARnet is the first and only true multiplatform horror and thriller network available with the world’s largest horror/film library.

Q: Any insights into horror fans that you can share?

A: Horror fans have an insatiable appetite for the genre, which attracts an equally male/female demo. They are young, hip and consuming all of their media in an “on demand” format—the perfect target demo for a multiplatform network.

A Nightmare on Elm Street

Fright Night

It’s that time of year again and horror programmers are clawing over each other for eyeballs (attached to viewers, usually). Some highlights:

• AMC’s 10th annual Monsterfest (Oct. 22-31), featuring 240 hours of horror classics such as Halloween, A Nightmare on Elm Street and The Exorcist. Curdling blood is good business: Monsterfest ’05 increased ratings 13% vs the ’04 stunt.
• The inaugural Spike TV Scream Awards (ran Oct. 10) and the first fuse Fangoria Chainsaw Awards (ran Oct. 22).
• Encore is back with Fear Fest ’06 this month.
• TCM is running a Vincent Price horror-thon on Halloween; indie director/musician Rob Zombie’s new late-night cult movie series, TCM Underground, launched Friday, Oct. 13.

But the real thrills are in the race to scare up distribution for a 24/7 horror channel. Here's a status report: