IFC brings Interactive nods to TV
Jay Mohr will host the awards showSAN DIEGO -- IFC has inked a partnership with the Academy of Interactive Arts & Sciences to bring the 12th annual Interactive Achievement Awards to television for the first time.
"Gary Unmarried" star Jay Mohr will host the show that's set for Feb. 19 in Las Vegas. It will be broadcast in April.
AIAS President Joseph Olin said his organization talked with several other networks before working out the multiyear deal with IFC.
"IFC is a great fit for us because as games have grown in the cultural significance, many of their viewers are now players themselves," he said.
Though games are played by a huge portion of the younger demographic actively coveted by TV networks everywhere, game-based awards shows, including the "Spike Video Game Awards" and G4's "GPhoria," have sometimes struggled to attract an audience.
But Jennifer Caserta, IFC executive VP/general manager, said having Mohr, an avid gamer, as host should help this show connect with the channel's young, tech-savvy viewers.
"The show will be presented as a 30-minute special capturing the top awards and winners, cool moments and the on-stage highlights from Jay," Caserta said. "We will also cover the event through a series of IFC news vignettes hosted by our own Matt Singer."