Scot Safon (pictured below) knows better than most Chief Marketing Officers how the day's headlines can elicit strong emotions in viewers. After years heading marketing at CNN, he has been applying an antidote to the weight of the day, happily marketing the more "uplifting" stories of UPtv. Their newest network campaign netted some headlines of its own, but more for its cheeky promise to, literally, "turn frowns upside down." Safon recently shared with MediaVillage the specifics on the evolution and the application of the elements -- from custom emojis to sponsor opportunities.
A recent survey conducted by the American Advertising Federation’s Mosaic Center for Multiculturalism and Zeta Phi Beta found alarming statistics on how the media portray black women. "Only 12 percent of African-American and Caucasian women believe there are positive images of African-American women in the media," says Mary Breaux Wright, International President, Zeta Phi Beta Sorority, Incorporated.
February’s Black History Month celebration draws attention from across the media spectrum. While general-market media brands often see Black History Month (BHM) as an opportunity to “right the ship” and compensate for a lack of diverse content, African-American-targeted brands like AspireTV reflect on black historical legacy and achievement, alongside the series, specials and movies they regularly offer to the black community. In any case, black audience expectations are elevated during BHM, and networks like AspireTV that serve those audiences year-round might feel a special obligation to raise the bar while reminding their audiences that black history is being made every day.