Starz President and CEO Chris Albrecht talks with Recode's Peter Kafka about how the premium cable channel is targeting underserved TV audiences such as African-Americans, women and LGBT people — groups that also happen to be active social media users. Albrecht also hopes to reach new subscribers with less than $50,000 in annual household income, who don't have a credit card but would buy a Starz subscription card at the supermarket. He also discusses how Starz and other premium networks, including his former company HBO, are faring when they try to sell themselves to consumers directly and through Amazon, rather than through cable companies like Comcast and Time Warner.

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