IFC's Automat to appeal to young men

Edgy, shortform content designed for demo

IFC in the fall will serve up Automat, a new primetime block of original series and edgy shortform content designed to appeal to a young-male demo.

Starting Sept. 30, IFC will stock its Tuesday night Automat wheel with such snackable fare as the anime strip "Hell Girl" and "From the Basement," a live-music series developed by Radiohead producer Nigel Godrich.

In first-quarter 2009, the sketch-comedy series "The Whitest Kids U' Know" will join the 8 p.m.-midnight Automat lineup, returning for its third season. "The Henry Rollins Show" also will find a home within the confines of the new format.

In addition to the series that will be slotted within the Automat format, the network will also run three 15-minute "IFC Blasts" throughout each weekly block. Much of the shorter-form video will be culled from the in-house incubator IFC Media Lab.

Jennifer Caserta, who recently was elevated to executive vp and GM of IFC, said the new programming initiative will mark the network's first attempt at developing a branded destination for fans of its indie-minded aesthetic.

"We've always been known as the place to go for independent film, and Automat goes beyond that," she said. "We're looking at Automat as a showcase for indie culture, whether that's comedy or music or anime."

Caserta said that Automat will also showcase material originally developed for IFC.com, including the Web series "Mary Van Note: Gavin Really Wants Me," "Young American Bodies" and "Getting Away With Murder."
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