In Demand expands scope with HD push

INHD sked to run for 12 hours and then repeat

NEW YORK — In Demand will launch at least three high-definition channels, with the first to debut in September.

New channels will be different in that content will be offered 24/7 and not individually as with pay-per-view or video-on-demand — although these models will continue to be the core of the company’s business. The high-def channels will have a separate brand strategy.

First channel, INHD, will feature a mix of films, sports and shows. Sked will run for 12 hours and then repeat. Subsequent high-def channels focusing on movies and sports will bow later in the year.

Programming will be shown in widescreen high-resolution format.

“Adding new linear channels to our product line in some respects marks a major transformation of In Demand from a business model focused narrowly on transactional content to one more broadly focused on both transactional and linear programming,” said CEO Steve Brenner. “With the aggressive rollout of VOD still under way, both models will continue to play significantly important roles and remain vitally important to the overall product mix and success of our affiliates.”

In Demand is jointly owned by cable operators Cox, Comcast and Time Warner.

Rival high-def channels group HDNet, backed by Mark Cuban, recently gained access to some 250 feature films and TV series from Sony Pictures for its HDNt and HDNet Movies channels. The two services are available on DirecTV and some Charter cable systems.

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