After years of experimentation, broadcasting specialty networks on subchannels is starting to draw viewers and revenue in amounts that really matter. Some peg the take at more than $200 million. While classic TV shows and movies are popular formats, others see the future in original programming.
The lifestyle diginet adds WKRN Nashville, WBAY Green Bay, Wis.; KLFY Lafayette, La.; WLNS Lansing, Mich.; WRIC Richmond, Va., WATE Knoxville, Tenn.; and WTEN Albany, N.Y.
Emily Barr (left) and Peggy Allen are the ABC execs charged with developing the programming and expanding the distribution of the O&Os’ Live Well multicast channel. The diginet featuring lifestyle programming aimed at women and produced mostly by the stations is now shopping for additional affiliates with the goal of reaching 50-60% of TV homes by the end of the year. The two outline their strategies and goals as they compete for a valuable — and increasingly in demand — chunk of stations’ spectrum.