Success Story: Giving Talent, Schools a Break

Nov 3, 2003  •  Post A Comment

“Hot Hawaiian Nights,” a 12-week series of one-hour concerts on KFVE-TV in Honolulu every summer, not only brings in sponsors for the Raycom Media-owned WB affiliate but also generates revenue through CD and DVD contracts of local artists.
“We sell [the artists who appear on the show] the rights and give them footage or we give them a better deal on the rights and get a piece of every product they sell,” said General Manager John Fink.
Sister station KHNL-TV, an NBC affiliate, has advertisers sponsoring parts of the more than 100 live college sporting events it covers in a year.
“We have the most extensive coverage of any college in America,” said Mr. Fink, referring to the station’s coverage of the University of Hawaii’s sports teams. “We do women’s volleyball with a 15 household rating. We do baseball, women’s soccer and softball.”
Hearst-Argyle’s KITV was honored by the National Association of Broadcasters for the best local station project, “Small Business Is Big Business.” And starting fourth quarter the ABC affiliate is turning out “Good News From Your Public Schools.”
“[Because] a lot of Hawaiian schools got a lot of bad publicity for test scores, we are working with [them] to do a series of vignettes about the good things happening at the schools,” said President and General Manager Mike Rosenberg. The project has several sponsors and is underwritten by the Hawaii State Teachers Association.
BIA Financial Network expects 2003 TV revenues for Honolulu to reach $61 million this year, up from $58.9 million in 2002.