The economy was a common theme during the 2009 upfront with networks suggesting ways advertisers could spend their ad dollars more efficiently.  IFC and Sundance Channel coined the term “Indienomics,” which they define as, “The new branch of knowledge concerned with reaching consumers in a more effective way. Developed as a reaction to conventional marketing and the chaos of a changing media landscape” (via: indienomics.com).  Now, there is nothing new in their identifying audience fragmentation-it’s a problem all networks must deal with.  

The term “Indienomics” serves several purposes, the most obvious of which is its reference to the economy.  It also emphasizes to the type of programming IFC and Sundance offer, (indie films) but more importantly, it defines their audience as free-willed INDIEviduals that play by their own rules.  They are selling advertisers a lifestyle, that’s not only elusive, but influential and therefore extremely valuable.  A post explaining Indienomics uses “chaos theory” to describe the current state of the media industry and states, “Under this new order, power is held not by industry or state, but by billions and billions of individuals.”  Indienomics, however, represents the industry’s new business model and it the solution to “turn chaos into wealth.”  Framing the television industry to seem like it’s in a state of near anarchy is a very persuasive approach.  The notion that entertainment choices are limitless must be scary for advertisers, but the networks’ “Customized Partner Solutions” ensures that audiences can be reached across any media platform.  

One particular rhetorical strategy that stuck out to me was IFC and Sundance identifying their audience as a community.  This terminology is particularly effective because their community is further defined as “uber-influencers” and trend setters. While Bravo and Oxygen have described their audience as influential, trend-setting recommenders, IFC and Sundance’s use of the word “community” implies a certain natural, conversational, word-of-mouth way of promoting a brand.  In addition, “community” is probably also used to remind advertisers of the networks’ ability reach beyond the commercial pod and into social media networks.  

One of the strategies listed in the Indienomics research report emphasized the networks’ ability to get audience members to trust, recommend and purchase products promoted on IFC and Sundance significantly more so than any other competing network.  This is mostly helped by audience members perceiving IFC and Sundance as avant-garde, idiosyncratic and an alternative to mainstream entertainment.  Any brand that advertises on IFC or Sundance will most likely be considered innovative, cultural and liberal because of its support of independent filmmakers and visionaries.  To many viewers, IFC and Sundance represent a certain rebellious lifestyle that doesn’t cater to corporate agendas and quarterly earnings expectations.  

Of course this is a myth, evidenced by the Indienomics description concluding with the following statement:

“We are in the midst of one of the biggest economy crisis in the history of this country. Aren’t you feeling better already, knowing that there is a customer at the end of the tunnel…..we just need to find him/her, cater to them, because if they will trust us, their friends will as well.”