How to Launch A Channel

Launch a Channel in the UK

For newcomers to broadcasting, launching a new television or radio channel may appear quite daunting, but satellite TV has revolutionized the process, making it much quicker and easier, and dramatically reducing the cost. Here are a few simple guidelines that will help with the process.

• Be clear about why you are launching a TV channel, and have specific goals and objectives.
• Thoroughly research your target audience. Understand what they want and when, and exactly how much they are prepared to pay for it.
• Research different business models. How will you make your money? Which revenue model works best – subscription, advertising, pay-per-view, premium rate phone numbers, text messaging, retail or sponsorship?
• Have a sound business plan, with carefully researched revenue streams – this will make raising finance easier. Try not to restrict your focus to one country in terms of market expansion.
• Make sure you have reliable financing from people who understand broadcasting, and build in a contingency against cost overruns.
• Apply for your Ofcom licence – there is usually a one-month lead time for this.
• Contact Sky early in the launch process to get an electronic programme guide (EPG) slot – this can take up to nine months.
• Plan your content well in advance, consider the impact of seasonal changes in audience behaviour patterns, and keep a watchful eye on the quality of your editorial content.
• Don’t overstaff your company, spend more than necessary or underestimate your costs. Outsource as much as possible, this will keep your start-up costs down.
• Don’t be too ambitious. Only choose a live operation if the business model supports the extra cost and management time.
• What services will you require? Studios, post production, playout and satellite uplinking, subscriber management, customer relationship management (CRM) systems, order fulfilment?
• Think carefully about how you are going to publicise your channel. Will you need an advertising and public relations campaign? If so, these costs need to be factored into your business plan.
• Don’t expect to make money in the first six to nine months. Plan long term and be conservative with your income forecasts.