History works to retain its majority-male audience

02/4/2013 | Adweek

History is taking steps to maintain its demographic ratio of 67% men and 33% women by shifting new episodes of its most popular programming to the post-NFL season in March and adding scripted shows. The latter include the 10-episode "The Bible" and nine-part "Vikings" series. Starz and Syfy are also taking steps to draw in young men, who are "more screen-neutral" than average viewers and are tapping the Web, mobile and gaming consoles for entertainment, according to Francois Lee, senior vice president at MediaVest Worldwide.

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