By Katie Makal
Jan 12, 2004, 15:18
Archipelago, a creative alliance of brand strategy and design specialists, was tapped by Rainbow Media Holdings, the programming subsidiary of Cablevision Systems Corp., to contribute brand strategy, promotional programming and channel ID packages, as well as complete development and production of a high-definition television channel, for VOOM, the Rainbow DBS satellite television service launched in October 2003.
Archipelago's Lee Hunt provided brand strategy for the package of 21 HD channels available on VOOM. In addition, Concrete Pictures created on-air design of the HD extreme sports channel Rush HD and produced interstitial elements that cross-promote the 21 VOOM HD channels.
The Concrete team also conceived and is producing "MOOV HD," a non-narrative motion video and conceptual arts channel available exclusively on VOOM that delivers motion video in the form of a continuous flow of imagery set to music, creating a cutting-edge artistic medium made possible by the use of a high-definition television signal. MOOV HD captures real-world scenes and creates virtual worlds all its own. Whether a nature walk, a fireplace or a journey through small towns and big cities, the sights and sounds of MOOV HD set the mood, letting viewers unplug and reconnect in ways they've never before imagined.
Concrete Pictures, which is headed by Jeff Boortz, has enjoyed a long affiliation with Rainbow Media. The company recently completed extensive brand and design work for Rainbow Sports Networks' subscription video-on-demand service, sportskool. sportskool delivers expert instruction, coaching and guidance for a wide range of sports and fitness activities. The network, which features exclusive and original programming available only via VOD, launched with an extensive library of programming and the support of a comprehensive marketing campaign, including trade and consumer advertising and promotion, cross-channel promotion, and partnerships with youth and adult sports organizations.
"All of the projects we're doing with Rainbow Media are a manifestation of what we set out to accomplish when we relaunched our company," said Boortz. "We wanted to diversify and expand our branding services to include innovative interstitial program-based promotion and leverage our creativity and production skills to create original programming. Working on VOOM has afforded us unprecedented opportunities in both areas."