PROJECT: Name a new entertainment and social action television network that will air feature documentaries, reality TV, drama series, variety shows and an open source talk show.
THE NAME: Beyond just turning and rotating, pivot is the one central thing that something — maybe everything — depends upon. It can be a structured course correction or a re-alignment of priorities. Pivot is all about thinking on your feet, adaptation and informed change. Also connotes pivotal, as in being of critical, essential importance.
POSITIONING: The all-lowercase pivot brand is empathetic, and connotes the dance of collaborators, the auteurs and the audience, learning to work together, to understand and inspire each other. The pivot network doesn’t strong-arm or browbeat you, it uses compelling, entertaining stories to get the audience to gently pivot in their thinking, and to inspire them to action.
Explaining the thinking behind the new network’s name and brand position, Pivot president Evan Shapiro says that “the world is on a path right now, but there are many different paths that we can choose. We’re not necessarily saying which one’s the right one, but we know where we’re headed right now is not working. So it’s time to shift, and it’s time to pivot.”
As the promo video below says, pivot is all about action, direction, inspiration, and entertainment, “a place to begin, a place to put our foot down, a place to call home. We need change with a twist and a turn for the better.”
The world is changing, and when Pivot launches on August 1, 2013, it will be right there in the middle of that change. And with its innovative digital distribution strategy, Pivot may just turn the television industry upside down as well. The name pivot is perfect for this ambitious network that is both television and post-television. The old ways of thinking, acting and relating to each other and the world are not working anymore. It’s time to pivot.
pivot. it’s your turn.