MGM launching new digital channel
- From: David <dimlan17@xxxxxxxxx>
- Date: Mon, 28 Jul 2008 01:46:56 -0400
from broadcasting and cable
Exclusive: MGM Launching New Digital Channel
Joint venture with Chicago-based Weigel Broadcasting to launch ?This
TV? nationwide this fall.
By Ben Grossman
Stations are getting another option for the post-digital switchover
world as Metro-Goldwyn-Mayer is rolling out ?This TV,? a new
ad-supported around-the-clock linear digital channel designed for
broadcast stations? digital spectrum.
The new network, a partnership with Chicago-based Weigel Broadcasting,
will launch this fall. It gets immediate carriage with Weigel stations
in Chicago, Milwaukee and South Bend, Ind.
The idea is for MGM is to leverage its library of more than 4,100
films and 10,000 hours of television programming, but also to give
stations the chance to localize the look.
This TV will offer stations programming all day every day, but
stations signing on have the right to a certain number of pre-emptions
so that they can localize the channel with sports, news and weather if
they want.
The lineup will be film-heavy, with possible titles including 12 Angry
Men and Class, starring Rob Lowe. It also will have classic television
shows ranging from The Addams Family to Thirtysomething.
?This is counterprogramming to some of the digital offerings you are
seeing out there like news and weather,? said Jim Packer, co-president
of MGM Worldwide Television. ?We do have some competitors out there,
but we feel that we have the backing of the MGM library with titles
that are local-station-centric [and] have proved that they work on
free TV -- that are the kinds of titles we feel are uniquely
positioned to help out a station.?
Also crafted into the plan is that stations can take a certain amount
of programming off the service and plug it into their regular analog
station lineup.
MGM also partnered with Cookie Jar Entertainment to handle all Federal
Communications Commission-approved educational programming for the new
network. This TV will offer a kids? block every day of the week.
Weigel executive vice president Neal Sabin will oversee programming
for the new outfit. He previously launched independent stations and
formats such as ?The U? at WCIU Chicago and ?Me TV? and Me-Too,? which
are digital formats featuring classic TV on WCIU?s analog and digital
multicast channels.
?We?ve built a number of successful stations in competitive markets,
and having MGM?s rich library of quality entertainment will provide
our broadcast partners with a distinctive advantage,? Sabin said. ?The
?This TV? name also gives us a number of on-air marketing
opportunities such as: ?This is the place for movies,? ?This is the
channel!? ?Stay here for This? and ?This is what you?re watching.??
Kim Bryson, MGM senior VP of ad sales, will handle ad sales for This
TV out of MGM?s New York office. Packer?s goal is to get at least 40%
clearance across the country within the first year.
The network will be entirely in standard-definition and will forego
the use of infomercials, which Packer noted can present challenges for
stations trying to gain local cable coverage.
Online plans are still being formulated, but at launch, the service
will have a central Web site and then work with local stations for
localized enhancements on station sites.
The network will launch without any talent, but Packer said MGM is not
opposed to using a hosted-movie format, which Sabin has done on some
of his stations.
.
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