The Sci Fi channel has launched a TV and online ad campaign to promote the second series of Medium, as it steps up efforts to target the mainstream market.
The activity will run across a number of digital channel and online portals Lycos, Virgin.net, Yahoo! and Radiotimes.co.uk.
To support the campaign, Sci Fi Channel will also unveil new, on-air packaging created by design house Seventeen to promote its 9pm drama slot.
The channel has also revamped its website, creating a new interactive "hub" area with streamed audio, video clips, podcasts and on-air promotions.
Sci Fi Channel reaches an audience of over 3 million viewers each week, and is a channel service of NBC Universal Global Networks, which is itself an offshoot of NBC Universal.
In recent weeks the channel announced the addition of a number of new programmes to its line up, including Dead Like Me, The Dead Zone and the US smash hit Heroes, with the latter expected to be backed by another heavyweight advertising campaign when it launches in 2007.