LOS ANGELES – MGM Studios announced today the launch of “a turn-key solution for generating revenue for the digital spectrum” for American local broadcasters with the launch of THIS TV network.
The new ad-supported, 24/7 linear digital channel is designed for the U.S. broadcast marketplace. The studio is partnering with Chicago-based Weigel Broadcasting to bring THIS TV into the free-TV market across the U.S. beginning this fall.
MGM is also partnering with children’s entertainment producer Cookie Jar Entertainment of Toronto. to handle all of the children’s programming, including FCC approved educational informational shows for THIS TV.
With the FCC February 17, 2009 cut off of full power analog transmissions, local broadcasters will be faced with the dilemma of how to use their allotted digital spectrum and will have new space to multicast, if they so desire.
Those broadcasters opting for additional digital channels “are faced with the economic realities of additional programming, advertising and the man hours required to run these new channel operations. Leveraging the powerful MGM library, consisting of more than 4,100 films and 10,000 hours of television programming, the studio is able to provide broadcasters with an innovative and economical way to serve more viewers and generate additional revenue with their expanded digital spectrum,” says the MGM press release.
Television veteran Neal Sabin, in his role as executive vice-president of Weigel Broadcasting Company, will oversee the programming for THIS TV. Under Sabin’s supervision, Weigel has launched independent stations and formats including “The U,” WCIU-TV in Chicago, as well as “Me-TV” and “Me-Too” classic television formats on WCIU-TV’s analog and digital sub channels.
The roll-out of THIS TV will begin immediately on Weigel broadcast properties in Chicago, Milwaukee and South Bend.
Cookie Jar Entertainment Inc. currently houses children’s properties such as Johnny Test, The Doodlebops, Caillou, Zoboomafoo and other well known properties.
“Cookie Jar is uniquely positioned as both an entertainment and an education company,” said Cookie Jar Entertainment president and COO, Toper Taylor. “We pride ourselves on being in front of kids both at home and at school, entertaining and educating kids throughout North America. We are pleased to be bringing our vast experience, resources and library of world-class kids content to this venture with MGM.”
