IFC’s mission with its six-part documentary series The IFC Media Project was to raise the public’s media literacy. To help viewers become more media savvy, the network conducted town hall meetings in Philadelphia and Boston, with experts like Dan Rather and Tucker Carlson as panelists. Discussion centered on understanding the purpose of media’s messages, techniques to attract attention and what gets edited. IFC followed that by launching a Web site (www.ifc.com/mediaproject) with tips on how individuals can become more critical consumers of media.

Fast Fact:

  • IFC partnered with top-tier media research groups such as National Association for Media Literary Education, the Aspen Institute and the Comparative Media studies program at MIT.

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Honorable Mentions:

Discovery, Science Channel and Comcast for Science Matters! The three partners developed a curriculum and contest to make science more relevant and entertaining for middle schoolers.

Insight for Digital Transition Awareness Campaign: The key to helping consumers prepare for the digital transition has been communication, evidenced by Insight’s efforts to educate community leaders and journalists about the switch-over.

Lifetime Television for Every Woman Counts: The network’s Every Woman Counts campaign was designed not only to encourage women to vote but also to inspire them to run for office.

The Sportsman Channel for Hunt. Fish. Feed.: To help those in need in New Orleans, TSC spearheaded a local event to serve venison chili to the city’s homeless.

WE tv for WE Vote 2008: WE linked up with celebrities to help bring women to the polls through an interactive Web site and social media outreach on Facebook and Twitter.

Retirement Living TV for Countdown to Conversion: Digital Transition Education Initiative: RLTV leaned on Mrs. Brady, aka Florence Henderson, to help prepare the 50+ demo for the digital transition.

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