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This blog covers the culture of, on and around the Web. We consider ourselves curators of the moments when pop culture intersects with virtual trends.

December 13, 2010 at 4:30 PM

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Is IFC selling out? Channel runs commercials now, irking viewers

Posted by Bob Payne

ifc_logomain.gifSomehow changes to the Independent Film Channel's format escaped the spotlight when they launched early this month. But now that commercials have popped up in the middle of movies and brilliant sitcoms like "Arrested Development" for the first time, some of the channel's dedicated fans are howling.

On IFC's Facebook fan page, virtually every new wall post by the network is being hijacked by disgruntled viewers, with comments like these today:

"OMG!! IFC = Infinite [expletive] Commercials! Larry Sanders Show? Are you kidding me? This was your great idea? In exchange for commercial-free uninterrupted Indy Films...we get seemingly constant commercials and product placement ..." ~ Vic P.

"IFC shame on you for selling out to the idiotic mouth-breathers of the general moronic population who probably have never seen Pulp Fiction or any other awesome CULT flicks. They're already used to [expletive-deleted] chopped up movies and probably enjoy the commercials as much as the movies. You should be ashamed of losing your integrity to greed." ~ Alex E.

I couldn't find any official release from IFC about the changes, but this Ad Age article has a pretty detailed description of what's going on.

As a fan of the old IFC myself, I must admit it was shocking to have a movie interrupted by commercials on a station whose name celebrates independent film. And to make matters worse, because there are only a few advertisers to start, the same commercials are run at each ad break. If you're a fan of FreeCreditReport.com and its zany spots, you will be in heaven watching the new IFC.

To be fair, times are tough and lots of media companies are looking for new sources of revenue. But this strategy is pretty soul-sucking for a lot of fans of the network.

And here I was really looking forward to the debut of Onion News in January. If I take IFC out of my favorites list, I just might miss it completely.

Then again, maybe I'm the last human who actually watches cable TV without benefit of a DVR and its commercial-zapping abilities ....


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