Religious channels reaching to spread the word to viewers
Pacific Business News (Honolulu) - by Erika Engle PBN Staff Reporter
Religious and family television channels try hard to inspire Hawaii television viewers. But they often need their own dose of inspiration through financial backing and fresh programs.
As a result, local and mainland channels are forming alliances and sprucing up shows to tap more forcefully into fertile markets, Hawaii included.
This fact is fueling expansion locally as religious and family channels use quality programming that is becoming more available for national distribution.
And owners of religious and family channels don't see other stations as competitors because they view the market as wide open.
There are more than two dozen cable and broadcast channels on Oahu's Oceanic Cable's system striving for the biggest possible share of the $60 million to $70 million in television advertising revenue available locally.
And stations are putting their best foot forward in trying to attract the viewers who, in turn, attract advertising dollars.
In April, The Odyssey Channel cable network will relaunch a new array of programming nationally.
To make its debut, Odyssey lassoed $100 million dollars in investments from The Jim Henson Co. and Hallmark Entertainment, which will own 45 percent of the channel. Henson and Hallmark plan to shell out another $200 million for new programming.
While Odyssey programming is seen here, the company has no plans to establish a local sales staff in Hawaii.
Odyssey's determination may also be a bit intimidating, even for the big-time broadcast networks whose business is concentrating on niche markets.
Odyssey Senior Vice President for affiliate relations Claude Wells, when pressed to identify the most desired viewer demographic, said ages 18 to 54.
The channel's goal is to get families together and back in front of one television, he said.
The Henson company has know-how in this industry. Henson, among many projects, produced "The Muppet Show."
Partner Hallmark produced television specials such as "Merlin," "Gulliver's Travels" and others.
The Henson-Hallmark alliance ensures viewer-tested and acclaimed shows.
None of Hawaii's family or religious stations will characterize the other channels as competition even if they strive for the same market.
West Palm Beach Florida-based PAX TV officials are confident there's enough ad revenue for all.
In Hawaii, the PAX affiliate is KPXO TV 66. Its main show is "Touched by an Angel," which some viewers and critics feel is a highly religious show. On the other end of the spectrum, many pious Christians don't approve of it, calling it "humanistic universalism."
Nevertheless, station manager Barbara Brill said that in Hawaii and across America, advertisers are looking for more friendly and less controversial programming to promote products and services.
Brill confirmed that while the network's Chairman Lowell "Bud" Paxson is a devout Christian, he does not run Christian stations per se.
PAX is a commercial station with a local sales staff and G-rated for general audience until 9 p.m. when the station shows "Diagnosis Murder," which has a PG, or parental guidance, rating.
The only PAX programming the network acknowledges as religious is on from midnight to 5 a.m.
It's called "Worship," but according to Brill, it's nondenominational, positive and uplifting with nature scenes and music.
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