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One of five new stations to rise, channel 6 abuilds for Providence
FCC recently okayed petition to move WTEV (TV) channel 6 from Martha's Vineyard to Rhode Island. New ABC affiliate hopes to pull away 20% or more of the homes now watching Boston, plans to open with a rate card 20% under current rate
How a new channel changes a market
► Record number of cities add channels at once
► New tv outlets give growing pains to market
► Ad dollars, viewing homes rise, share changes
all of these growing markets.
Omaha, Boston, Pittsburgh, and New Orleans are towns that have lived through the three-station growing pains but in every instance there is little in the way of a comparable track record that can be studied. And to complicate research even more, most of the top brass now in the executive chairs were not on hand when the third station entered the scene; and those that were are not talking now, at least not for attribution.
Corporate amalgamation. And, for a further fillip, two (in Syracuse and Rochester, N.Y.) of the new stations are a corporate amalgamation of as many as 10 differ
In the 15 years that television has been in existence, a number of markets have moved from one to two-station towns and a few have progressed from two to threetransmitter territories. But never before in the hectic history of the video tube have so many markets advanced to three-station status at the same time.
Actually four cities, Syracuse, Rochester, N.Y., Grand Rapids, Mich., and Charleston, S.C., all added a station within 60 days of each other; and a fifth market, Providence, R.I., will be a threestation town by the first of the year. What no one really knows is just what might happen in any or
ent units that were fighting each other for the allocation. To get the channel in action before some other community put in a bid for it, these groups, with FCC approval, united to get on the air while the Commission continued examining their applications. Eventually one of the applicants in each town will be awarded the channel.
What some sideliners cannot forget— and what they wonder about — is what happened in radio when similar shotgun marriages were applied. In one famous wedding by edict, now no longer in operation, the four owners spent most of their time sniping at the general manager— each hoping to replace him with 'his own' man — and making individual deals for favorite advertisers. Presumably this will not happen in video because the stakes are much stiffer and a successful operation can pay off like a slot machine.
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SPONSOR/26 November 1962
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