Sci Fi Channel: Steven Spielberg Presents Taken

Brand Name: Sci Fi Channel
Product Type or Description: Cable mini-series
Category for this Entry: Entertainment
Campaign Title: Steven Spielberg presents Taken
Agency: The Media Kitchen
Client: Sci Fi Channel

Marketing Challenge

Marketing Challenge Repositioning the SCI Fl Channel

The SCI Fl Channel's Steven Spielberg Presents: Taken was a 10-part mini-series that was broadcast over 2 weeks in December 2002. The alien abduction themed mini-series emphasized a human drama rather than the more traditional science fiction aspects of the story. Even though SCI Fl reaches 81 million homes, it was generally considered by consumers to be a niche network with limited appeal to a narrow audience of science fiction fans. Taken was the networks chance to break through.