Sling TV, Dish Network's answer to the streaming TV phenomenon, is urging millennials to "Take Back TV" with its first commercials since the service debuted in January.
"We spent years understanding the needs, behaviors and attitudes of millennials and why they rejected pay-TV," said Glenn Eisen, chief marketing officer, Sling TV.
The result is the Take Back TV campaign, which will debut on Monday with several spots that highlight the gripes millennials have with traditional TV, including long-term contracts, poor customer service and hidden fees (though it's not likely other generations enjoy those aspects much more).
"We learned that the segment loves TV but hates the TV model," Mr. Eisen said.
Sling TV worked with San Francisco-based agency Camp & King for the campaign. Mr. Eisen said one of the main reasons the agency got the assignment was its large contingent of millennial employees.
The company also worked with the comedy duo Tim Heidecker and Eric Wareheim, known as Tim & Eric, who Mr. Eisen said have a fanatical millennial following.
The bulk of the marketing budget will go to digital outlets like YouTube and other social media networks, where the target demographic is spending the majority of its time, Mr. Eisen said. But TV commercials will also play a part.
Dish Network introduced the internet TV service in January, with packages starting at $20 per month for a mix of channels such as ESPN, AMC and CNN. Broadcast networks are not included on Sling, which currently boasts about 250,000 paying subscribers, according to reports. A spokeswoman declined to confirm that number.