“Suppose you run a cable channel dedicated to showing art house films. You wake up one day and realize that the independent film industry isn’t making that many truly independent films anymore. You notice your audience is as fervent about video as it is about film. You sense viewers are no longer satisfied with your selecting the film lineup; they want to do it themselves. If you’re the Independent Film Channel, you’ve clearly got some identity issues. Over the last year, IFC has faced up to the challenge with an overhaul centered on increased original programming, along with aggressive media and educational campaigns catering to its small but avid and digitally hip audience.”