In Demand (stylized as iN DEMAND) is an American cable television service which provides video on demand services, including pay-per-view. Comcast, Cox Communications, and Charter Communications (with former independent companies Time Warner Cable and Bright House Networks) jointly own In Demand.
History
The origins of the service (which is/was unrelated to Canada's Viewers Choice) date back to 1978 and the well-known interactive television experiment in Columbus, Ohio, Warner-Amex Satellite Entertainment's QUBE system. Viewer's Choice started as one of ten channels on QUBE, with its name arising from the service presenting viewers one of five films to be aired on the channel with their QUBE remotes, though at that time, it was a multiple choice by viewer vote of which film would air on the channel space, rather than a selection of films. Viewer's Choice expanded with QUBE as the service launched in additional cities. Warner satellite-linked their QUBE systems, and Viacom, partnered at the time with Warner-Amex with the merger of their competing pay-TV services, Showtime/The Movie Channel Inc., joined the venture, adding Viewer's Choice to their own cable systems and eventually becoming the pay-per-view selection of channels under its now traditional concept.
The QUBE project was ended in 1985 among financial losses, resulting in the sale of the Warner-Amex assets to Viacom. The pay-per-view arm was split off from the rest of the Warner-Amex assets (which became known as MTV Networks) and instead was placed under the Showtime/TMC division. The service was launched nationally via satellite to cable companies in six states on November 27, 1985, with one channel of pay-per-view content, still under the Viewer's Choice name. A second channel, utilizing cassette tapes delivered to cable operators, was also available; this eventually evolved into Viewer's Choice II in 1988, which has since been rebranded and refocused as the Hot Choice service. In 1989, Group W Satellite Communications bought a 50% stake in Viewers' Choice and Request TV.
Also in 1988, VC merged with a competing PPV service, Home Premiere Television, a joint venture of multiple cable companies. The service (which Viacom eventually gave up its stake in) retained the Viewer's Choice name, but utilized HPT's legal name, Pay-Per-View Network, Inc., until the rebrand to In Demand. Viewer's Choice continued to expand in the 1990s as it acquired other pay-per-view systems, along with cable companies deciding to outsource their pay-per-view systems rather than maintain them internally. As a result of this, as well as its various competitors gradually ceasing operations (including Cable Video Store and Request TV), the Viewer's Choice name was gradually phased out from on-air reference towards the end of the decade, generally only being referred to as "pay-per-view" in promos, on-screen graphics and voiceovers; the name remained in on-screen copyright graphics and on listings services such as the Prevue Channel until late 1999 when it was eventually renamed "PPV1".
Aside from Hot Choice, VC also operated 3 channels of programming under the brand of Continuous Hits; as the name implied, it offered one movie at all times of the day for a week-long period, as opposed to the mix of movies, sports and events found on the main Viewer's Choice network. Originating in May 1990 as a two-year test backed by Warner Bros., only available in certain areas (such as Comcast's Philadelphia cable systems) and fed by tapes delivered to cable headends, the service was expanded in February 1993 to a satellite-fed nationwide service, with two more Continuous Hits channels launched that summer. This brand was retired along with the Viewer's Choice brand itself in 2000, with the Continuous Hits channels becoming additional In Demand channels.
On January 1, 2000, the service changed its name and on-air look to In Demand; the logo was rendered as "iNDEMAND" with all of its letters except the beginning "I" capitalized. This was done to take advantage of the "i-prefix" product naming trend of the time, as cable companies launched complementary cable broadband services to tie into In Demand's rebranding. The rebranding was telegraphed as early as April 1999, when the schedules and offerings of their analog and digital services were consolidated. The first program upon relaunch was Rave Un2 the Year 2000, a New Year's Eve concert performed by Prince, taped a couple weeks prior. Traditional analog service was eventually discontinued, and it is currently an all-digital service.