The Business of TV

Known as TV Duopolies, Leased Marketing Agreements allows a broadcaster in to own two TV stations in a market with some limits. This has been the case between WBBH and WZVN. Recent FCC rulings allow for the agreements entered into after Nov. 5, 1996 to continue for two years. "We do compete with each other," acknowledges Kunkler. But she likens it to Coke and Sprite. "Coke makes both products, and they compete with each other," she says, "it's about preference. Which of the stations or products offered by them fit a viewer's needs."

Kunkler also says that WZVN has given area viewers a stronger coverage with different stories and more in depth news stories. "We are trying to be consistent with our ABC network affiliate and we try to provide comfortable viewing for folks," she adds.

It is a sentiment shared by Gardener of WINK. "There are many reasons why WINK and CBS have a bright future," he says. "It is a combination of programming, reasonable amount of news and good entertainment. That is our brand and we want them to be comfortable," he adds.

WB 6's Scaffide says he likes the fact that his station fills a niche in this market for younger viewers. "The WB6 is the fastest growing network, and we have some exciting shows lined up for this season that I think our age groups are really going to enjoy," he says. He's hinted that he may consider adding a newscast to his programming in the future, given the continued strength of the market.

WFTX, too, is optimistic. "We are perfectly positioned for the future and have broadened our appeal with more prime time programming, off net shows, news and the addition of NFL football," says Todd.

Pontius of WBBH concurs with Kunkler in that "We are trying to be true to our respective networks." He notes that, "WBBH is a news-based station offering first-run shows and we are committed to providing more local news," he says.

What it all means for Southwest Florida viewers and advertisers is that they come up the winners with five network stations providing programming, time slots and movies tailor-made to their age groups.

Please pass the remote control.

Digital Broadcasting: The Look of Things to Come

When color was added to television, our world looked brighter. When we could see a man step on the moon, history was made. Now, television as you know it is about to change drastically and according to area broadcasters, for the better.

Welcome to the world of digital. And we're not just talking about your CD player or cell telephone anymore. We are talking about your television set. "High Definition Television (HDTV) provides viewers with a cinema-quality experience and digital sound and pictures right in your own home," says Gardner. The price tag to receive such signals now is between $5,000-$12,000 for the high tech television set. But wait. Much like the computers of years ago that had high price tags, these are expected to drop drastically in price, as technology becomes faster and more developed.

Television stations currently broadcast using analog, which is a continuous wave or signal. That signal fluctuates over time and distance becoming weaker and susceptible to interference causing things like ghosting or poor pictures. A digital signal is stronger because it is a series of binary digits like 0's and 1's known as BITS. These pulse on and off so the signal does not fluctuate or distort. These digits are then translated into high quality pictures and sound.

About 30,000 pixels - small dots that make up a picture -- are what traditional televisions use. But higher definition television requires more pixels -- about 2 million to produce the higher resolutions and outstanding qualities.

There is yet another benefit or a maddening one for those who suffer from frequent channel changing -- digital television will also offer multi-plexing which means that stations will be able to deliver six or eight channels to viewers simultaneously. But wait, there's more: the new televisions require a new remote control, which acts much the same way as a mouse does for a computer. The new screens will have icons on them that with a click will give even more information on a specific subject, movie or whatever the station customizes for that broadcast.

About 57 stations across the country have begun offering digital broadcasting and by the year 2002, all stations will have to offer some form of digital broadcasts to viewers. "By December 31, 2006 the FCC will unplug analog signals as we now see TV and viewers will have to convert to digital," says Pontius. Like Gardner, he believes the astronomical cost of the HDTV sets will drop significantly and acceptance by the public will be wide spread. "The way we watch television today will change forever in a few years," says Gardner.