Bounce debut illustrates value of DTV capability


A second television group has agreed to carry nascent African-American oriented Bounce TV. It will be the first broadcast network serving that population when it debuts this fall. LIN Media has joined with Raycom Media with carriage agreements that will make sure that Bounce TV’s initial splash will be a big one.

Bounce is expecting to reach at least 50% of the US population when it signs on. Raycom earlier announced that it will carry the network oni digital side channels in 26 markets. LIN is adding another five to the mix: Indianapolis, Hartford/New Haven, Norfolk, Dayton and Mobile/Pensacola.

“We believe that launching Bounce TV utilizes our digital spectrum in a strategic and meaningful manner,” commented LIN Media Executive Vice President Scott M. Blumenthal. “Bounce TV will be a great vehicle for our stations to serve this underserved audience while delivering the critical Adult 25-54 African American demographic to our advertisers.”

“We are aligning Bounce TV with the best broadcasters in the television business and are thrilled to welcome the LIN stations to the Bounce TV family,” commented  Bounce TV distribution chief Jeffrey Wolf.  “Smart broadcasters are looking to use spectrum to grow their local brands in new and profitable ways; Bounce TV’s differentiated content targeted for an extremely underserved audience will help them do just that.”

Bounce will be playing to African-Americans aged 25-54, with a variety of programming. It is even stockpiling movies of interest to its target audience, with more than 400 titles booked over a four year period.

The five LIN markets will expand the group’s footprint, adding to the coverage provided by Raycom, which includes Cleveland/Akron, Charlotte, Cincinnati, West Palm Beach, Birmingham, Memphis, Louisville, Richmond, Columbia SC, Huntsville, Shreveport, Jackson MS, Baton Rouge, Savannah, Charleston SC, Myrtle Beach/Florence SC, Tyler/Lufkin TX, Augusta GA, Montgomery AL, Columbus GA, Wilmington NC, Albany GA, Biloxi MS, Hattiesburg MS, Dothan AL and Lake Charles LA.

RBR-TVBR observation: Strong broadcast stations will find ways to fully utilize their allotted spectrum as the 21st Century progresses. That is why strong broadcasters will not volunteer to auction off that spectrum for a one-time pay-off. This is so clearly in the public interest that the FCC should be leading the chorus of praise for the partnerships making Bounce TV possible.