Albuquerque Journal from Albuquerque, New Mexico • 88

H-2 ALBUQUERQUE JOURNAL Friday, May 9, 1980 VHF i I 5 i' 7itnia a-- "rv; 1 'A i rkotobrBrtaaWibld Jim Cameron, KLKK-TV (Channel 23) Sales Manager, Pleased With New Programming "We Will Offer Shows the Public Wants Which They Cant Get on Network TV" Independent Station Blossoms phased in with July 7 as "the target date for full By WILL HOFFMAN Journal Entertainer Editor Eddie Pena takes the term "independent" literally. A self-made businessman, he's transforming Albuquerque's moribund Spanish-language TV station into a truly independent operation. Everything is changing to a totally new, self-sufficient identity, including the name. KMXN-TV, Channel 23, will become KLKK-TV, May 19. Pena, who owns 92 percent of the station's stock, calls the shots.

He's investing $18 million to make the state's first and only over-the-air independent a first-class outfit Already, since taking over two years ago, he's bought out most of the station's original investors, hired new staff, built a new faculty, erected a new tower atop Sandia Crest and bought new equipment Now, he's literally boosting the UHF station's power to 940,000 watts. "I'm really going to make things move around here," vows the youngish-looking owner from his spacious new studios at 1510 Coors NW. And "around here" means both at the station and in his viewer area of north-central New Mexico. June 1 is when be cuts the station's affiliation with die Spanish International Network (SIN). New shows will be KLKK-TV will dramatically shift its personality from Spanish-language entertainment programming to typical independent fare successful in other cities.

With no network millstone hanging around its neck, the station will stress syndicated programs from independent producers. means original and repeat fare ranging from comedy and drama series to movies, sports, specials and high-class offerings such as renins of PBS Masterpiece Theater se- ries. la essence, the station will reverse its four-fifths emphasis on Spanish-language shows over English-language fare, switching from Latin American to United States programming. Pena has the green light from FCC for this and all the other changes. There will be no problems unless the public goes up in be observes.

"We couldn't make it as a Spanish station. We were in debt and the programming didn't pay the bills The younger people aren't speaking Spanish and SIN had a weak contract with too many changes and too much Latin American programming which people here couldn't understand. We never had more than 3 percent of the audience. "Since we announced the change in February, we've had no letters and only 19 telephone calls. But we've had a great response from advertisers.

We are not controlled by any of the networks so we can sell more local advertising and cheaper. We can offer all kinds of programs that the networks and other local stations dont have. Independent stations are becoming very popular in many of the growing Pena intends to establish himself as a major figure in the Albuquerque market He retains strong ties with his native Grants area, where his family still has ranching interests. He built a laundry business and now has a cable TV network in that area. He's on the Grants school board, the Governor's Organized Crime Commission and the National Advisory Board in Communications to the President The same motto that made him a successful Grants businessman he applies to KLKK-TV: "Dont worry about the competition; worry about what you're doing.

Do your best; your competitor cant hurt you; only you can hurt yourself." The station faces two major, inherent obstacles: programming and position. It must offer attractive alternative shows and get viewers to switch from the traditional YHF totheUHFdial Jiin Cameron, station sales manager, is confident KLKK can overcome the first The station has made a major initial investment in competitive programming. Cameron was reluctant to provide too? many detailsi i Hnside the Station Trying To Get Viewers To Switch From VHF (Top Dial) to UHF (Below) But, he's prepared a half -hour promotional tape with selections from some shows. These include syndicated reruns of old favorites like "Gunsmoke," "Starsky and Hutch," "Sanford and Son," "Dick Van Dyke" and The Beverly Hillbillies. Also planned are syndicated Mike Douglas and Marv Griffin talk shows, independent youth fare such as "Benny Bill" and Don Kirchner rock concerts, plenty of movies, college sports, Madison Square Garden events, specials, international news programs and quality PBS repeats.

At the same time, KLKK plans to continue its current local public affairs shows from the Hispanic Chamber of Commerce and "This Li Albuquerque" and add two shows, Speaks," on Indian affairs, and a live call-in Independent TV stations, like cable and other pay TV services, believe that network supremacy will be toppled in the 1980s. "We call it 'counterprogramming," says Cameron. We will offer shows the public wants which they can't get on network TV. There are no sacred time periods anymore like the morning Today and late-night Tonight' shows. We're going to go after all the time slots weak and strong." Like cable TV, KLKK-TV can shop around for its programs and change whenever it wants.

But a decided advantage over pay TV is that Channel 23 is free because "we carry advertising. We're getting many inquiries. Independent stations are becoming a major force in growing markets. There are great opportunities for viewers and buyers." Confident of its programming, KLKK now has to battle viewer reluctance to tune into the UHF diaL Its a problem which has plagued most independent and many PBS tions. Tuning into Channel 23, once it broadcasts its new strong signal, win be simple.

All the viewer has to do is turn the regular VHF dial (channels 2 to 13) to the UHF Ssitkm between channels 13 and 1 Then the viewer tunes Channel 23 on the second, adjacent UHF dial (channels 14 to 83). Now, channel 23 is pre-iet and whenever a viewer Page 20 Page 24 28 30-31 Dining Out Records Attractions Actress Mariette Hartley finds appearing In TV commercials really saved her career. Page 13. A on weekend of arts and en-' tertainment activity is on tap tnmnd New Mexico and in Albuquerque. Pases 29-30.

Entertainer Editor. Will Hoffman Cover Design. Greg Tucker Ji Continued on Page 3.