Wednesday, December 12, 2007

More Television for Us

Chairman of TV One/ President and CEO of Radio One, Alfred Liggins III

Quality television for blacks is on the rise. Washington based cable channel, TV One is committed to black-themed programming. Its the only other black network on air besides BET. The flourishing TV One is currently in 42.2 million homes and turns 4 years old next year.

Executives at TV One are aiming to satisfy the programming needs of black viewers over 25. Which means no raunchy videos or teenage reality shows. Instead, programs like "Baisden After Dark" a late night talk show featuring radio personality Michael Baisden, documentaries on issues ranging from election fraud to the life of boxer, Laila Ali, "reruns of hit shows like Martin, and a cooking show with black celebrity chef G. Garvin. There's also a comedy competition hosted by Bill Bellamy as well as a social and political program and much more.

Lately, there has been a mission to broaden the perception of Black culture and lifestyle and dispel generalizations and negative stereotypes about the black community. “Politically, socially and economically what we’re doing is important,” Johnathan Rodgers, TV One’s president and chief executive officer, said in a recent interview. “We are controlling our images and giving black viewers a choice.”

Alfred C. Liggins III, the chairman of TV One and the president and chief executive officer of Radio One and his investors raised $130 million to start the network, with Radio One putting up $74 million. Comcast came aboard, he said, partly because of Radio One’s expertise in urban markets. TV One is aiming to reach 50 million homes and reach a revenue of $70 million by the end of 2008.

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