Earlier this year, a documentary called Codegirl aired on Pivot TV and showed the experiences of young girls around the world in their quest to design life-changing mobile apps. The program, however, seemed to serve a dual purpose. One was of course to inform viewers of the various social issues impacting different regions of the globe. The other was to mobilize the younger generation, particularly women, to effect social change around them through the pursuit of careers in what is usually a male-dominated STEM field. And therein lies what makes Pivot a network unique among the rest: the call to action. Pivot’s programming seeks to reach the deeply sought after millennial generation not just on the digital and social media platforms where they live, but through the use of a social advocacy lens.
Kent Rees, general manager for the network that launched in 2013, explained that Pivot’s social change angle stems from its owner, Participant Media. Having been around for 12 years, Participant Media is known for making movies that are socially relevant, such as its award-winning film, Spotlight, which explored allegations of abuse in the Catholic Church. “Pivot exists to be the TV version of that same idea,” said Rees, in reference to inspiring social change and raising awareness as a whole. “We believe in a story that’s well told and that sets out to change the world. One that gives people the opportunity to take action on issues. That was the vision for the network.”
Pivot stays true to its social mission by keeping a tight filter for its programming. Social change must be part of a show’s overall message, but overall, said Rees, “We are a general entertainment network.” Pivot programming includes both scripted and unscripted shows, original and acquired.
The network ties the social action aspect to its programming through partnerships with non-profits and social research organizations and the creation of a network social action team. This team is responsible for building a campaign around a program and for executing the social prompts that viewers see on their screens. These efforts encourage viewers to go from mere observers to active participants of a movement, such as an environmental cause or an anti-bullying campaign, or to inquire further about an issue. “It’s about finding ways to activate people–conscious consumers– to make change,” said Rees, “or to open up a dialogue about an issue.”
According to Rees, millennials are socially-conscious consumers. He added that the network has done a lot of research on how media affects the millennial generation: “They really crave context, and we go out of our way to serve them.”
Aside from inviting people to start authentic conversations on its social media channels about topics that it tackles on its programs, the network looks for ways to hit its millennial audience across the multiple types of social vehicles that are out there. For one of its scripted comedy-drama shows, Pivot tried a different strategy and doubled down on Tumblr to reach viewers in a way that fit that particular show’s style. “It’s a different way to engage with the content,” said Rees. “You need to match your storytelling to all the platforms people are using.”
Within the Pivot app, users will also find a robust experience. In addition to the television content, they can find and sign petitions, read articles and learn more about a social issue from the show they’ve been following. Pivot coordinates with its programmers who authenticate the app.
As a way to inspire further dialogue among viewers, Pivot also launched a web series—Investigate Fortitude–to accompany its fictional drama series, Fortitude, based on the hazards of climate change. Taking after the talk-show and interview follow-up style of shows like what Talking Dead is to The Walking Dead, Investigate Fortitude recaps plot developments from episodes of Fortitude but also delves further into the implications behind the real-world issues that the show revolves around. Experts in ecosystems, wildlife, and human health research are featured in the series to inform the public about how climate change is transforming the Earth. Investigate Fortitude also includes the social prompts that Pivot is known for, as viewers are encouraged to make an impact by signing a petition to stop oil drilling in the arctic.
“Our audience really responded well to that,” said Rees. “The goal is always to find larger ways to frame the issue.”
And sometimes those calls to action really do make a difference. In The Operatives, former navy seals travel the world busting animal atrocities. In one instance, the host pushed people to sign a petition against seal clubbing in Namibia. The petition gathered over 196,000 signatures, which the host, a veteran conservationist, then delivered to the Namibian Minister of Fisheries and Marine Resources.
With that, Pivot has established a true and tried method of how to fit their programming into the millennial lifestyle.
“I think we found a great white space for the network,” said Rees. “There aren’t that many people doing what we do, at the level of commitment that we are.”