Changing Today’s Sermon

FAITH-BASED PROGRAMMERS WRESTLE WITH HD, SKEWING YOUNG AND BUSINESS MODELS

By Linda Haugstead -- Multichannel News, 2/22/2010 8:13:00 AM

What would the religious faithful rather watch? A straightlaced sermon from the pulpit or two priests recommending movies? A plea for donations or a reality show about Christianity in real life? Old-school digital or the rabbi in HD?

And is the longtime business model — that of soliciting cash from viewers — sustainable for much longer?

Those are the questions confronting executives at faith-based networks. The networks exist in a secular realm where potential new viewers and distributors alike crave content that’s contemporary and compelling. But since religious networks are largely adfree and donor-supported, networks must determine which technological expenditures (such as high-definition production or development of mobile phone applications) represent smart investments by the stewards of donors’ money.

A GOOD YEAR FOR FAITH
Executives say they have some funds for innovation: Despite the economic downturn, 2009 was not a bad year. People turn to their faith in bad times, so donations held steady. Networks conserved by tightening budgets on items such as travel. They also cut back on advertising or marketing, and they strategically exploited program archives.

“Chasing innovation is tough,” said Lewis Gibbs, president of The Word Network. His network is not doing HDTV, as 99% of the content submitted to the network is in standard definition, upconverted to digital. Instead, technological improvement will come in the form of expanded studios outside of Detroit.

Word’s current 1,800-squarefoot studio will expand to 3,000 square feet with upgraded cameras and audio equipment for telecasts.

Record companies will pay to get artists to the studio to perform, he said, but “only if the experience is excellent,” he said. “It has to be the same presentation they get from ABC or Good Morning America.”

Paul Crouch Jr., chief of staff at Trinity Broadcasting Network, warned, “The leading edge of technology can also be the bleeding edge.” TBN is, however, investing in HD. “You have to be in HD or no one will watch you.”

TBN is also among the networks developing mobile apps to reach out to the faithful. (See Broadcasting & Cable, Feb. 8, 2010. page 16). While Crouch said he is leery of “flaky Internet ideas,” TBN is working on a faith-based version of the video streaming site Hulu, branded with the TBN name and running content from all seven of its multiplex channels.

Savvy executives are chasing innovation using technology that’s already out there. INSP, which rebranded its iLife digital channel as Halogen last October, is using its Web site to attract attention to its linear channel. Viewers can stream, and vote on, proposed pilots for the network; fans are tweeting their support of the top vote-getters — Alumni and The 48 Hour Film Showdown — to their followers on Twitter.

The Internet interactivity is part of an INSP strategy to morph its programming from straight “teaching and preaching,” reaching a demographic of 50 and older, to entertainment content that recognizes that the faithful don’t spend 24/7 in church, said vice president of affiliate sales and relations Wendy Vinson. “They laugh, they cry, and we reflect that.”

In addition to interaction online, the network will be conducting focus groups in California in the next few weeks to gauge interest in new types of programming. INSP expects to have new launches of Halogen by top-10 multichannel video distributors by mid-year, Vinson said.

Catholic TV, a regional channel serving 4 million to 6 million cable homes in New England, uses the Internet to interact with viewers and for content inspiration. Its Web site solicits user-generated content from the faithful, some of which can be used on TV. One submission was the catalyst for the channel’s monthly reality show House and Home, which depicts 24 hours in the life of a Catholic family or community.

“It’s our antidote to Jon & Kate Plus 8,” quipped spokeswoman Bonnie Rodgers.

DONOR MODEL IN QUESTION
But as religious networks strive to contemporize their content, at least one critic, Chris Wyatt, questions the long-term survival of the basic donor-centric business model. Wyatt, an ordained pastor and media veteran, founded GodTube.com (now Tangle.com) and delivers family friendly programming as CEO of ComStar Media, parent of the FamilyNet and AmericanLife Television networks.

Preaching and teaching served its purpose 30 or 40 years ago, but on-air fundraising turns off contemporary Christians, he said. People would rather watch a Coca-Cola commercial than a beg break.

“It’s clear [faith-based networks] are not reaching the youth. In the age of Avatar, audiences expect immediacy, new formats,” Wyatt said.

“That’s an interesting perspective, but it’s not ours,” said Doug Keck, executive vice president and chief operating officer of EWTN. The Catholic-targeted programming service is reaching out to younger viewers via social networks and planning some more entertainment-oriented content, but the core focus remains “The Word.”

“If that’s not popular,” Keck said, “I guess we’ll go out of business.”