Net kicks off Sept. 27 in 28 million homes

ReelzChannel, the upcoming 24/7 cable net offering information about movies, has hired Lee Dollar as VP programming for studio and content development.

Net kicks off Sept. 27 in 28 million homes.

“Lee is an important hire because he gives us much-needed experience in how the major studios work, from development to marketing to distributing to the new windows,” said network prexy Rod Perth.

Most of the ReelzChannel execs are TV vets, Perth said. Dollar is a movie guy, having spent the last four years as VP of worldwide promotions for Sony Pictures’ Columbia TriStar Marketing Group.

“I want to help my friends at the studios get the word out about their movies,” Dollar said, particularly when the titles start showing up on pay-per-view, pay TV, video-on-demand and basic cable.

These ancillary markets tend not to get much attention from the movie companies, who put their focus on selling the theatrical release and, four or five months later, the DVD release.

Although it won’t ignore movies premiering in the U.S. multiplexes and on homevideo, ReelzChannel’s signature half-hour show “Dailies” will make a point of trumpeting the premieres of pics on PPV; feevees HBO and Starz!; and general-entertainment networks including TNT, TBS, USA and FX.

Perth said satellite distributors and cable operators are signing up in record numbers for the channel because these buyers are eager to promote movies in all platforms. On basic cable, for example, more people tuning into a movie helps the cable operator because it carves out two commercial minutes in each hour to sell to local advertisers.

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