Expert: Patrick J. Murray - 12/17/2010

Question
Hi Patrick,  I read many of your responses from people who want to know how to start a TV station or cable network.  I understand this is a HUGE undertaking which requires tons of capital, support and equipment.  Being more realistic, I have an idea for a network (similar to QVC, but different content), however I know I need to start in a manageable way.  I have been thinking about launching an internet "channel" with pre-taped segments (like demonstrations) and lots of available products.  Once I have enough demos available, I can consider moving to live streaming of demos, featured products, etc, on the website, etc.  Then could I "shop" this idea around to networks and cable stations to see if I could get picked up for an hour segment, while also having an online presence?  This feels like a more realistic way to get started, but I wanted to check with you.  Also, if I go this route, do you have any recommendations of tips of internet streaming and use of video on a site such as this?  Are there others who are going down a similar path you could point me to?  Thanks in advance!

Answer
Hey Michael.....

Happy Holidays! Sorry for my delay - got caught up finishing work and heading into the Christmas season....

Let's get started.....

I don't have the definitive answer on this, but I would suggest you are indeed going about this the right way... start small and work your way up...

Your homework should be to define your competition online. I would find as many sites as I could that offer some sort of product along your line and is there video support for it. The big driver seems to be sales and personality for these...

Do you have any celebs in mind? Unless your product is super spectacular on its own, you need to stick out in the crowd. For example, I directed a demo video for furnaces with Al Franken, now a senator then a comedian...The company needed to move ahead of its competitors.

What will make your product line stick out? How will you promote it? Will people shop at your Internet store and browse through a video? Why would I watch?

Usually making the video is the easiest part of the equation - there are so many marketing/sales/promotional questions that really need to be answered first. So if you are at that stage you are ahead of the game. I just googled selling products on the Internet and got a raft of answers back with many web pages - how to sell, set up, etc.

As far as the mechanics, you may have to find a local provider who can advise you on your needs and cost for same. I am more into the broadcast side still but I realize I may have to acquire some schooling on creating web sites that may be the right size and technically sound to handle video. You could ask around or check online for your particular city and companies that work in this area.

Good luck on your venture in 2011!!!

Patrick Murray