FaithTV, Shalom TV Executives Discuss Programming, Politics
by Tim Kridel -- Multichannel News, 9/21/2008 6:00:00 PM MT
FaithTV and Shalom TV are both in the midst of change: The former is being acquired by Valcom and will revamp its programming over the next few months, while the latter just inked a deal with Verizon Communications that expands its total reach to more than 20 million homes. Multichannel News contributor Tim Kridel recently talked with FaithTV president Jim West and Shalom TV president Rabbi Mark Golub about trends in faith-based programming, politics and the impact of high-definition technology. An edited transcript follows:
MCN: What are some key trends, challenges and issues that religious programmers face?
Jim West: It appears that many of the Christian TV station groups have used retransmission consent to launch channels on DirecTV and Dish Network in the past year or so. This has added to the number of religious channels on the dial but also created the need for differentiation between the channels.
Mark Golub: With the increase of viewing choices and platforms, it’s more important than ever to present meaningful, original and entertaining telecasts that resonate with viewers.
West: The religious television industry is concerned with a la carte, since our goals are to be in as many homes as possible to fulfill our spiritual calling. While a la carte appears dormant for now, it is an abiding concern.
MCN: FaithTV and Shalom TV are two of the few religious networks that accept paid advertising. What factors did you consider in deciding whether to accept ads?
West: At the outset, FaithTV decided to seek advertising support so we wouldn’t have to rely on telethons for support. We are somewhat selective in which products we will accept and at present have not received any requests for political advertisements.
Golub: Naturally, it’s important that any paid messages do not offend our core audience, either on a cultural or religious level. So we’re extremely sensitive to the way that Israel is portrayed in any advertisement, and we have not carried faith-related items.
MCN: This being an election year, has the presidential race and some of the issues raised as a result had an impact on faith-based networks?
West: The two concerns that have surfaced during the campaign have been a reinstatement of the Fairness Doctrine and resurgence or redefinition of hate crimes speech. Both, we believe, could be used to stifle free speech and if applied to religious discourse found in some of our ministry programming, would be alarming. Our pastors have every right to speak to biblical positions on abortion, homosexuality, immorality and other issues without the fear of governmental restrictions or retribution.
Golub: Given the intense interest in each candidate’s stand on issues important to American Jewry — notably the country’s relationship with Israel, Islamic fundamentalism, the views and influence of key advisors and pro-life/pro-choice (as it relates to the Jewish tradition) — we’ve devoted a substantial amount of our nonpartisan programming and production resources to the presidential election.
MCN: What is the market like for high-definition religious programming?
Golub: While high-definition television remains a focus for terrestrial and satellite cable operators, we have yet to realize the critical mass audience necessary for a move into HD. Our continued thrust is on increasing distribution and awareness.
West:We are seriously looking at HD opportunities. We all will have to go there ultimately. The question is more one of timing and the availability of HD programming. Many of our churches and programmers are beginning to shoot and edit in HD. We need to make sure we have a critical mass of HD programming before launching.
Digital Ministries
04/06/2009Reaching Out to Diverse Faiths, Viewers
04/08/2007Seeking A Safe Harbor
04/06/2009
