Church Uses Devil To Rebrand Prayer Channel

A campaign debuting Wednesday will use the devil to pitch the rebranding of a New York religous cable service, The Prayer Channel, into NET (New Evangelism Television).

According to a spokesman for LA-based agency Cesario Migliozzi, which is handling the rebranding campaign, TV and radio spots featuring the devil as an "anti-spokesperson" will begin running Dec. 3 and will include MySpace and Facebook pages, a web site www.StopGoodTV.com and NYC bus advertising (the channel is on Time Warner Cable and Cablevision). The spots feature a "vertically challenged" devil trying to warn viewers off the channel.

NET, which is affiliated with the Catholic Archdioses of Brooklyn, programs religious news, lifestyle, entertainment, and kids programming 24/7 to approximately 850,000.

The Archdiocese's TV arm approved the campaign, according to agency spokesman Ted Faraone.