Cable TV: Leased Access (page 2)

Breaking In

Now that we've piqued your interest, what's the next step? First, find out if your cable system meets the requirements of the leased access provisions. A simple call to your cable operator may or may not answer this question. In my first foray into the world of leased access, a nearby cable system did qualify. Yet when I called, I got responses ranging from, "What's leased access?" to "I'm not sure that is available," and finally a flat "No." Don't be discouraged if you meet such resistance. Some simple research into the demographics of your local cable system will produce the correct answer.

If you do get a positive response to your inquiry, the next step is to delve into the cost of air time. Chances are good that the system is charging some arbitrary rate, much higher than that dictated by leased access provisions. You may have to point out the formula before receiving the government-prescribed pricing structure. Or you may get lucky, finding complete cooperation from your friendly cable provider. This scenario does take place, just not as often as it should.

Maybe your cable system didn't meet the specified requirements, meaning they don't have to provide leased access. Not to worry--most people live near another cable system. And chances are good that this neighboring cablecaster does qualify for leased access provisions. That's exactly how I got started. My home system only supports around 17,000 viewers, which is too small for leased access. But the system in our neighbor county reaches more than 100,000 citizens. That's plenty of folks for low-rate cable broadcasting. Just be persistent in your search of systems. Sooner or later you'll locate one already actively involved with leased access, or is at least willing to embrace leased access once you talk with them.

On With the Show

So you've found a cable system willing to cooperate with you in providing leased access time. Now you've got the dilemma of what to show on your program.

If you are a resourceful person, you may be able to recycle something on your shelf into acceptable programming. At first, the profitability of the venture may not be a concern. It may just be a self-satisfying exercise in finding a potentially large audience for your work. In this case, just bite the bullet, pony up the cash and put your program on the air. It's a good feeling to be able to flick on the tube and catch some credits that feature your name.

Some of you may actually have something already on tape that presents commercial opportunities. Be creative. Explore any possible angle you can think of that might put some money into your pockets. Own some footage of a local disaster such as a flood, fire or tornado? Create a program around that footage, adding interviews with people involved and scenes of the accident "one year later." Interest hometown insurance companies as sponsors.

Maybe you've got some "funny" footage of youngsters. Place an ad in the paper seeking other "funny home videos." Gather local retailers to donate prizes and cash prizes for the winner in exchange for commercial time during the show. Just be sure to keep enough of the green stuff to pay yourself and the leased access costs. You might even charge a nominal "entrance" fee from participants.

If you possess footage or programming that is very general with broad, wide-reaching appeal, you should consider buying leased access time not only locally, but across the country. The same low-cost rates are available in many large cities, and if your programming is a success locally, it can also succeed nationwide. Unfortunately, as of this writing, there's no guidebook to all of the leased access channels in the United States. So the research for this type of "buy" may be very time consuming. A good start, however, is to consult Videomaker's sister publication, The Leased Access Report.

One of the greatest needs of any videomaker is the public viewing of his or her work. Until now, finding an audience--and more importantly, an avenue to reach this audience--has been tough. Now, thanks to leased access, you've been given the audience and the avenue. It's yours for the taking.