IT’S HIGH TIME SOMEONE provided Canadian HDTV set owners with original, 24/7 Canadian HD content, says Ken Murphy, co-founder and president of High Fidelity HDTV.
The new company is the proud owner of Treasure HD and Oasis HD, two brand new high definition channels available as of this month on Bell ExpressVu. The company is something Murphy (left) and co-founder John Panikkar (the COO) have been working on for years – basically since Murphy parted ways with Discovery Channel Canada in 2002, where he was g.m.
The channels feature hours of original programming and much of it will be Canadian HD content. While Treasure is a licensing agreement with U.S. media company Rainbow, Oasis is all High Fidelity.
Treasure showcases people’s endless passion for beautiful and interesting objects: art, collectibles, the rare, the lost and the unusual. Oasis, which is commercial-free, is devoted to exploring nature and celebrates the natural artistry and beauty of the world.
Murphy recently chatted with cartt.ca editor and publisher Greg O’Brien. What follows is an edited transcript.
Greg O’Brien: Can you give me the short history of the company, how it came about and the background of the people involved?
Ken Murphy: Absolutely. High Fidelity HDTV, Inc. was founded by myself and John Panikkar. We have both been in the Canadian television business for 25 or so years.
GOB: You were both at Discovery.
KM: That’s right. I’m formerly president of Discovery Channel Canada. For us, these are channel launches, eight and nine. I’ve been involved with the development and launch of many channels, going back to Star Channel in Halifax in ’83… I left Discovery at the end of 2002 and since that time, I have been 100% focused on high definition development, both programming and most importantly service.
Our notion is really very simple and that is Canadian HD viewers are growing rapidly in numbers. And there is a shortage of attractive 7/24 HD programming for them.
GOB: Do you have any ideas of what the numbers are in terms of HD viewers in Canada?
KM: Well, again it depends on how you define it. In terms of HD ready sets there are approximately 2 million… We think there are approximately half a million HD enabled households – those that have taken the extra step to pick up themselves up a satellite or cable set top box.
GOB: So why launch now? Is the market big enough for you right now?
KM: It’s a case where I think if you sit back and wait for the market to grow it’s going to be a long wait. One of the things stifling that growth (in HD) is lack of attractive programming. It’s the classic chicken and egg and we thought the time for action is now. 
We have spent a number of years applying our past experience, our skills our contacts both in Canada and around the world to producing and securing programming that can now be brought to market.
GOB: And about that programming, you’ve got a deal with Rainbow Media. Can you explain that a little bit?
KM: Yes. We have a program supply and trademark license for Treasure HD with Rainbow Media HD TV holdings. They have a Treasure Channel as part of the VOOM TV service in the United States. We are their first international brand extension and we’re delighted to have such wonderful partners.
GOB: Now as far as Oasis HD though, is that your own?
KM: Yes, Oasis is our own concept and brand and the notion is really very simple. We can think of no better country on earth for a channel devoted to natural history and big bold beautiful natural world images than Canada.
GOB: Tell me a little bit more about the programming on both of the channels. I’ve heard some talk about it’s kind of the pretty picture channel, but it’s more than that isn’t it? It’s stories and narrative and that type of thing?
KM: Very much. I’ll start with Oasis. We think that it is appropriate to bring a new aesthetic to natural world storytelling. We think that, for example, we can be a lot less fact based and allow the images and the audio to tell more of the story.
We think that we all live incredibly and increasingly cluttered lives and the television dial is incredibly cluttered and growing more so everyday. And as the name of the channel implies, we think it’s not at all a stretch to focus on beautiful, natural world stories. The natural world includes people, human beings, and urban stories and we think that it’s a format that has been largely abandoned by Canadian programming in favor of other priorities and, of course, it’s ideally suited to the high definition format.
And, I’ll add, it’s ideally suited to international program export.
GOB: Are you making most of your own programming on Oasis or are you bringing some in?
KM: It’s a combination where we’re licensing, as I mentioned earlier, from our many international contacts, appropriate programming. And as we speak, we’re working with producers to develop original Canadian programming.
GOB: And Treasure?
KM: Treasure is really a fabulous and fun channel focused on the passion that people have for beautiful and interesting things. It’s the great works of art, the museums, the gallery, the galleries, the artistic process, and the characters they are – and the sometimes cutthroat world of art.
On the other end of the spectrum, we have the world of collectors, who really haven’t had a forum and a showcase on the television dial before. And once again, we’re certain that the high definition format is perfect for bringing such a diversion colorful community to life.
By some accounts, more people attend museums and collector shows and flea markets and many sporting activities. Personally am a collector. My passion is for vintage vinyl from the 50s and 60s.
GOB: Are both of these channels are commercial free?
KM: No.
KM: Oasis is spot-free if you will. We have some very select sponsorship opportunities. Treasure is a commercial channel.
Part of our strategy of course is to fully develop these channels and refine them and as the market then grows bring in a sponsorship and advertising director.
GOB: Have you had any talks with advertisers and what have they might have said to you?
KM: No, we have not focused on chatting with the advertising community. As you can imagine, we’ve been rather busy with assembling the appropriate programming, marketing ingredients, building the team and focus on an effective and attractive launch.
GOB: What would be the target demographic of the two channels?
KM: 25-54, early adopters of HD. They would tend to be an upscale buyer, those with the means. We think that, for example, the broader demographic trends in the population will be very friendly to our channel
GOB: On your web site I see the names Adrenaline HD and Meridian HD. Are those two others that’ll be launching soon?
KM: Well, without being presumptuous, we have two license applications in the works. We presented them and they are with our friends at the CRTC and they are deliberating as we speak on those licenses. We’re cautiously optimistic.
We would be prepared to launch those rapidly if we’re favored with the favorable license position.
GOB: What about deals with any other carriers other than ExpressVu?
KM: We have started discussions with other carriers and we’re optimistic that the services will be seen as fulfilling a growing consumer need. They’re attractive, they’re fun, they’re vibrant and they’re not duplicative of other services. So, we’re confident that we’ll achieve widespread carriage over the next year or so.
GOB: These are, from the Commission’s point of view, category 2 digital channels. So with all of the digi-nets and everything else out there, how much of a fight is it going to be for you to establish a brand in the marketplace?
KM: Well, we actually think it’s a very pleasant challenge in that there are a few 7/24 HD services out there. We have an enormous distinguishing advantage.
We honestly don’t see ourselves as digi-nets which – having run several myself – are typically characterized by alternative viewing opportunities and repurposed programming and so forth. Instead, all of our programming is original to the market. And our two channels are much more akin to premium services than digi-net.
That’s why we don’t feel the sort of clutter referenced in your question.
GOB: Right. You’re not going to be airing reruns of you know whatever, Everyone Loves Raymond or whatever to pick one out of the sky.
KM: Our programming is original. All of our Canadian programming is originally produced for these channels.
GOB: How many people do you have there?
KM: We’re 10 and growing.
GOB: Is this venture something that you and John have financed yourself, because it’s not cheap to produce this type of programming.
KM: Launching new channels is not for timid, you’re quite right. No, we have a third partner, David Patterson, with whom we’ve had the pleasure of working for, for many years in this business. And we have assembled all the ingredients including some very solid financing support.
As a private company, we are absolutely bullish on the growth prospects for high definition in Canada and around the world and moving boldly forward.
