Thursday, August 19, 2004
The Beacon on TOWNONLINE.COM
For decades, America has loved cars and television. Until recently, the two passions rarely melded, until now. With a launch date scheduled for 2005, WheelsTV will offer everything cars, from races and rallies to historic documentaries and do-it-yourself programs. The company happens to call Acton its home and Chairman Jim Barisano answered a few questions for The Beacon.
1) What is the target demographic for WheelsTV?
We are targeting everyone who drives, from the 27 million enthusiasts who live and breathe cars, trucks and motorcycles to the group of 49 million that we call "lifestylers" who buy a new car every two years or so to the "daily drivers" who rely upon their cars to get them to work and take the kids to soccer practice.
2) The advent of computers has made it more difficult for do-it-yourself mechanics. How does your network handle that?
There are far fewer backyard mechanical repairs that can be done on today's cars, primarily due to the integration of computers into the operation of today's motors. However, there are also far fewer repairs and maintenance items with which to deal. Cars today are far more reliable as a result of ECMs, electronic control modules. Rather than needing a tune-up every 6-8 thousand miles, today's cars and light trucks can go 50 thousand miles between tune-ups. With that said, today's youth, who are far more computer savvy than their parents, are taking small import cars such as Hondas and Nissans, tapping into their computers and coaxing more and more horsepower out of small four cylinder engines.
3) Explain the mechanics of WheelsTV. Do you sell syndication rights, is it strictly online etc.
WheelsTV is a startup cable television network, much like Discovery, Food or Learning were a few years ago. The difference is that WheelsTV is a digital network. As we gain distribution across the country, we will primarily be on a digital tier with other new lifestyle networks.
We are also a VOD [video on demand] service. WheelsTV on Demand will provide some of our best programming and programming produced just for VOD. Lastly, we are also a provider of broadband content to web portals. By 2005 you'll be able to find WheelsTV on television in VOD or on your computer screen, just about anywhere that video content can be shown...maybe even your cell phone!
4) How did it end up in Acton?
I have operated businesses in Acton since the early 70's. I owned the Center Store from 1970 to '78 and ran it as a contemporary general store selling everything from groceries and deli items to imported glassware, jewelry, clothing and even concert tickets. After that I had a tree service and firewood business that served Acton and area towns. While I did that, I studied video and TV production nights.
5) Do you have personal connections here?
I am from Newton and have lived in Littleton since the early 70's. My daughter went to Douglas School and we have many happy memories of Dr. Kaplowitz and the fun events that were held there like the ice cream socials, cake walks and field days.
6) How, as a business man, do you deem a venture like this a success?
We already have had hit shows on Discovery, PBS and Outdoor Life Network. Launching a network is a much bigger endeavor, taking millions of dollars and many years. We will launch in 2005. We plan to break even in the fourth year and be profitable by year five. The keys to oursuccess will be quality programming focused upon the automotive lifestyle that will draw a high-quality audience and thus attract strong advertiser support.
7) Anything you'd like to add?
If you'd like to see how passionate our viewers are about cars, go to a cruise night at Kimball's. People love beautiful cars and they'll be Wild About WheelsTV! WheelsTV is quality family entertainment for anyone who loves the thought of driving along on a sunny day with the top down and the radio up...playing your favorite song!
WheelsTV
289 Great
Road
Acton, MA
01720
508-264-4333
Press Inquiries:
Dan
Leinweber
Leinweber
Associates
978-440-7878
dan@leinweber.com
