The client had purchased cable distribution in seven markets, reaching nine million homes, with the opportunity to attract the highly coveted 18-to-29-year-old viewer to urban culture—which is a gateway to the more lucrative 18-to-35-year-old suburban audience. The brand had to be unique in its expression, but not fall into ethnic isolation with programming for only one demographic, and thereby lose the potential secondary audience. Next Television contracted OIC to create a brand around this new television channel.