Family-Oriented TV Station to Debut in August
Memphis Business Journal - by Jennifer Larson
Local television sets will have access to a new station Aug. 31 when Pax Net debuts in Memphis and 78 other U.S. cities.
Owned by West Palm Beach, Fla.-based Paxson Communications Corp., Pax Net will broadcast family-oriented programming on Channel 50, or Channel 12 with Memphis cable.
The network will take over a home shopping network's spot on the cable line-up and will retain the WFBI call letters.
"It's a vision of Bud Paxson's," says Anne Estep, general manager for the new station in Memphis. "He co-created the Home Shopping Network, and Mr. Paxson felt like there was a need in the television market for a family values network. And that's what this is."
Jeff Sagansky, former CBS entertainment chief, is the new CEO for Pax Net, which will be the seventh nationwide network in the U.S.
In Memphis, Paxson Communications has an agreement to lease-manage the station from Flinn Broadcasting, which operates radio stations such as WHBQ and 107.5 Kiss FM. Paxson has the option to buy, and Estep says the company probably will do so eventually.
WFBI plans to double the space to 6,000 square feet at its present location at 3145 Bartlett Corporate Drive. Architectural firm Northern Associates created the designs for the additions.
Currently, the station is using a temporary office space at 6061 Stage Road.
"Hopefully we'll have the new building and can be in there by the end of the year," says Estep.
Because the station will not broadcast local news programs, it will not have full production capabilities. If the need for capabilities is great enough, the station may look at the possibility of installing equipment in the future.
"We'll farm that work out to other production companies," says Estep. "If our clients need a commercial produced, we'll have someone who can do it for them.
"To get started, it's better to start the way they're proposing," she adds. "It's such an expensive venture."
Pax Net, which will broadcast both original programming and syndicated television shows, will be received by 75% of U.S. households, says Estep.
The original programming will be produced by the network, not by the Memphis station. Included is are a "lifestyles" program called "Great Day America," which airs live at 5 p.m. from Universal Studios and is repeated the following morning at 8 a.m.; and "Woman's Day," which airs at 2 p.m.
In conjunction with the Walt Disney Co., Pax Net is also producing a special children's program, "Angels," to air on Saturday mornings.
Syndicated programming will include "Life Goes On," "Touched by An Angel," "Dr. Quinn, Medicine Woman," and "Here's Lucy."
"One of the top concerns of Baby Boomers is the effect that media can have on their children," says Estep, adding that the goal of Pax Net is "you can turn on the TV and not worry about what your children are seeing."
Estep, who came to the new station with a radio background, started her job on May 17. She is currently hiring staff, including a chief engineer and a business manager as well as two additional sales representatives.
Station employees Laurie Weiss and Susan Moffitt are already selling advertising time for the Aug. 31 debut.
Estep says that the station will be careful when soliciting advertisements.
"We will try to keep everything very family-oriented," she says. "We won't take advertisers like beer."
Casino advertising will not be eliminated as potential advertising because the casinos are prohibited from advertising gaming or gambling in Memphis, says Estep.
"We're going to do a lot of promoting of the network," says Estep, adding that they will target women between the ages of 25 and 54, many of whom are the heads of their families.
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