Exclusive: MGM Launching New Digital Channel
Joint venture with Chicago-based Weigel Broadcasting to launch “This TV” nationwide this fall.
By Ben Grossman -- Broadcasting & Cable, 7/27/2008 9:00:00 PM
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.
-
Adding SD programming on a digital subchannel reduces the quality of
HD programming on the main digital channel, so to send multiple HD
channels would degrade picture quality highly enough for both to not be
worth it.
Bill K - 7/29/2008 4:37:00 AM EDT -
Because they are trying to get in on a HD-Net sub stations since none of the networks are going to use their full stream, most will cut the stream into 5 or so Digital nets...Most nets in my area are set like Fox w/Fox HD, Fox Weather station, Fox News rebrodcast, and MyNet TV as 61.1,61.2, 61.3 etc.
MGM would just want to take over for the Fox weather loop, which is smart becuase since all major markets are going to have a ton of extra channels it should be easy to get in the market.
The coolest part for the consumer is W/ an antena you can pick up around 30 or 40 channles crystal clear with a $15 atenna and a HD converter box
pete willson - 7/28/2008 10:01:00 PM EDT -
1. Why no HD if it's MGM and movies are the original HD format? Could this indicate that MGM doesn't wish to compete with cable movie channels? Broadcast DTV offers nearly uncompressed HD, unlike cable. So why cheat movie viewers of "This TV"? Seems short-sighted.
2. Will movies run with limited commercial interruptions, or with commercials clustered in limited breaks? That would add to the channel's appeal.
But watching movies in SDTV, when HDTV is the hot thing in TV, seems boneheaded.
Adam Smith - 7/28/2008 4:18:00 PM EDT
No related content found.
-
No Top Articles
Featured Company
-
Grab Networks
Created from the merger between Anystream and Voxant Media, Grab Networks offers a comprehensive video operating system and syndication network for profitably publishing video anywhere on the Internet. The system automatically manages, transcodes and tags video assets- turning cl..more
VIEW ALL GALLERIES
