In Demand HD finds its Mojo


In Demand Networks is renaming its high-definition cable channel.

Effective May 1, the network known as INHD will be rechristened Mojo. The latter term previously was the name of INHD's primetime programming block.

"The launch of our Mojo programming block has been met with enthusiasm by distributors, advertisers and of course discerning HD viewers," In Demand president and CEO Robert Jacobson said.

Mojo will focus on an upscale male demographic. The network reported a 37% increase in advertising revenue since introducing the programming block in June. Advertisers included Volkswagen, Sony, Toshiba and UPS.

In support of the switch, Mojo will roll out a new slate of original programming in the spring. New series include "King of Miami," "I Bet You" and "Uncorked With Billy Merritt," which is billed as a guy's guide to wine.

INHD is available in about 6 million homes.