Sunday, October 14, 2007

Can Michael Baisden Save TV One As It Struggles To Capture Black TV Viewers


Fledgling network seeks a hit ... ASAP!

by George Alexander

Last month, TV One surpassed the 40 million mark in total household subscribers. Yet, as the three-year-old cable network penetrates more African American homes, TV One is still in search of a hot hit. TV One has distinguished itself from its older more established rival—BET. The Silver Spring, Maryland-based network bills itself as an entertainment and lifestyle network targeted to adults 18–49, while its Washington, D.C.-based rival BET, targets the 18–34 demographic.

Enter Baisden After Dark, featuring syndicated radio deejay and author Michael Baisden, one of TV One's newest entrants in the race to win African American viewers. Although Baisden debuted his show Baisden After Dark, on Sunday, October 7, the show will run regularly on Saturday nights. "Baisden did nicely for its first time, especially for premiering out of its regular time slot," says Rose Catherine Pinkney, executive VP of programming and production. Aside from BET, TV One faces competition from cable networks such as TBS, which has won black viewers with Tyler Perry's House of Payne. While that show continues to dominate black households, black-themed shows are not the only shows that resonate with African Americans.

TV One must also face off with broadcast network shows such as Without a Trace and Grey's Anatomy, both of which occupied the No.1 and No.3 spots in black households. TV One's Pinkney acknowledges the inherent hurdles. "I'd like to think that TV One has already put on shows that had the potential to be hits but our biggest challenge as a startup is getting the word out—not just about our shows but about the network in general."