Paxson Announces New Programming Approach, ‘i’ Brand

Jun 28, 2005  •  Post A Comment

Paxson Communications said Tuesday it is dropping the Pax TV Network name and changing its programming strategy. The company’s new brand, called “i,” will focus on offering independent producers and syndicators a national platform for their content. The new format and brand will launch July 1.

The switch comes as Paxson scrambles to find a programming strategy that can help it get out from under nearly $1 billion in debt.

“The change in brand names reflects our strategy to operate our primary network as independent television by offering a mix of original series, movies, specials, sports and news that appeals to a variety of interests,” Paxson President and Chief Operating Officer Dean Goodman said in a statement.

“Supported by our broad distribution platform, we want to evolve our primary network as a strongly branded television destination for all viewers and for producers and syndicators seeking a national venue for their programs,” Mr. Goodman added.

A company spokeswoman said the company is committed to airing entertainment-related programming between 5 and 11:30 p.m., using programming already owned by the company as well as new content. Paxson’s daytime programming largely consists of infomercials and other types of paid programming.

At the same time, religious programming that used to run overnight will be moved to one of Paxson’s digital channels, where it will be broadcast around the clock.