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JUNE 30, 1985 PAY Continued from Page F1 particular market for a service that wasn't being g provided on commercial television. This (the metropolitan New York/New Jersey market) is the most vibrant market in the world; there's : so much offered, but the one thing not being offered was stereo music. It was our decision to provide something unique in this market." The transmitter was relocated across the Hudson River atop the Empire State Building, and on June 1 - without the benefit of advance publicity - U68 went on the air. "We did absolutely nothing to promote it, and the irony is that we're getting such a tremendous response from people just flipping around the dail. We had 1 no money for promotion, frankly, and certainly there was no time to give advance notice," the programming director explained. That's not the way it was done when WWHT inaugurated its pay television service in 1977. A multimedia advertising blitz, complete with radio and TV spots, newspaper ads and highway billboards introduced the region to the then-new over-the-air pay subscription package. AT its peak, WWHT had 113,000 subscribers, according to Harold Brownstein, managing director of • Cooper Wireless' Channel 60 operation, based in Fairfield. Cooper purchased the assets of WWHT late last year, at which time he estimates there were 65,000 customers. That number has since dropped to 40,000, as the low-power signal can only transmit within a 10-15 mile radius, excluding most of the Central Jersey region, according to Brownstein. WWHT's stereo video music is broadcast in half-hour blocks between noon and 11 p.m., when it signs off the air. Sandwiched in between are live news segments. Its broadcast day begins at 7 a.m., with a selection of religious and community affairs programming. Its video format differs from MTV in that U68 utilizes an off-camera announcer to introduce the videos; MTV has five on-air personalities, who are as much a part of the rock video format as the videos themselves. MTV, with more than 20 million viewers, has a national audience; U68 never will, but, according to Afriat-Hernandez, that doesn't prevent the tiny station from thinking big. "We hope to expand our rotation, and update the play list soon, and we anticipate going 24 hours at some point. It's being discussed, and soon, we'll install a concert telephone line for information. "What we did in so short a period of time is really exciting," AfriatHernandez added. "We believe we made the right choice and we're on the right track. People are just beginning to find us."
Article from 30 Jun 1985The Central New Jersey Home News(New Brunswick, NJ)
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