Posted on 01/17/2004 5:24:45 PM PST by freedom44
TV One, a television network aimed at African-Americans, launches Monday in an unusually high-profile way -- thanks to its powerful corporate parents, Comcast and Radio One.
The network will be available on Channel 71 of Comcast's basic cable package in metro Atlanta. It aims to be a mature alternative to BET, targeting African-Americans over the age of 25. There will be an exercise show in the mornings, a talk show with Patti LaBelle, documentaries about well-known blacks and reruns of sitcoms like the 1970s show "Good Times."
TV One is not the first network to go after the niche. Others, including Atlanta-based MBC, have tried it, with limited success.
TV One comes to market with a key advantage: the backing of Comcast, the largest cable operator in the country. TV One will reach more homes than a typical start-up, and it will have more financing and a better marketing machine.
Still, there are challenges. TV One Chief Executive Johnathan Rodgers must persuade cable operators other than Comcast to carry the network, and he must woo both advertisers and viewers, who have more options than ever.
The network -- backed with an initial investment of $130 million from Comcast, Radio One and venture capital firms -- is launching on basic cable in a handful of Comcast markets. It will be available in 2.2 million homes.
In today's crowded marketplace, new networks are lucky to get on digital cable, which reaches only about one-third of cable homes. Landing on the basic dial is extremely rare.
"For a network, basic [cable] is a gift from heaven, because it goes to every house," said Larry Gerbrandt of Kagan World Media.
TV One and Comcast are initially launching the network in urban areas with large African-American populations, such as Atlanta, Detroit, Washington and Baltimore. Rodgers said his goal is to land on basic cable in most major cities within two years. After that, he will focus on the rest of the country. Fully distributed cable networks such as ESPN and Lifetime are available in more than 80 million homes.
Rodgers said he is close to a deal with cable operator Adelphia Communications for the Cleveland market. An Adelphia spokeswoman declined to comment.
Radio One owns dozens of urban radio stations across the country that will promote TV One. In Atlanta, Radio One owns Smooth Jazz 107.5 (WJZZ-FM), Hot 107.9 (WHTA-FM), Praise 97.5 (WPZE-FM) and Classic Soul 102.5 (WAJM-FM).
TV One will work with the radio stations in many ways, Rodgers said. A TV One makeover series likely will be shot in Atlanta, and the stations will help find contestants and audience members. Also, Ryan Cameron, host of a morning show on 107.9, may host a TV One show.
"One reason we will be successful faster than most TV networks is because of Radio One," Rodgers said.
Jack Myers, who tracks the media industry for his newsletter The Jack Myers Report, said TV One needs to create buzz with a high-profile event, such as an awards show, or an original hit series. If TV One can do that, cable operators in other markets will want to pick up the network, he said.
Cable networks typically generate half their revenue from fees from cable operators and half from advertising. However, a network must land the cable deals -- called carriage -- first. National advertisers aren't interested unless a network is available in at least 15 million homes, Myers said.
Rodgers knows firsthand that one hit show can make all the difference. When TLC launched "Trading Spaces," Rodgers worked for parent company Discovery Networks.
"We never would have known that would become TLC's breakout hit," he said. Though it is hard to predict what show will catch on, Rodgers said his guess for TV One is a dating game show that launches this spring called "Get the Hook-up."
Contestants have to present three skills to get a date. A guy might demonstrate his rapping abilities, Rodgers said. The show reflects "the way African-Americans communicate with each other," he said.
BET, founded in 1980 and available in nearly 80 million homes, is by far the best-known and most widely seen network aimed at blacks. In recent years, though, the network has focused increasingly on music videos and fare for young adults.
Two independent networks have gone after the mature African-American audience. New Urban Entertainment -- which aired news and other programming -- folded in 2002 after failing to raise necessary financing.
Atlanta-based MBC has been on the air five years but hasn't landed big distribution deals. It reaches 11 million homes, mostly on the digital tier. MBC, founded by Florida trial attorney Willie Gary and backed by high-profile investors like Evander Holyfield, airs black college sports, religious programming and news.
Gary said MBC's growth is steady, and he isn't worried about competition from TV One.
"The idea that you can only have one African-American network is a bunch of hogwash," he said.
Gary said MBC has a key advantage: It is 100 percent owned by African-Americans.
"We had the opportunity to partner with Comcast," he said. "We didn't want to give up the niche of being a black-owned network. That means a lot to a lot of people."
But others say that a big-name media partner is necessary.
"You can't do it without one of the top cable companies, Comcast or Time Warner, or a combination of the smaller ones," Myers said.
Rodgers agreed: "It is really, really expensive to launch a channel. If you don't have a partner, it is ... near impossible to launch a channel."
Disclaimer: Opinions posted on Free Republic are those of the individual posters and do not necessarily represent the opinion of Free Republic or its management. All materials posted herein are protected by copyright law and the exemption for fair use of copyrighted works.