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Despite potential legal entanglements, local NBC affiliate WVLA-TV Channel 33 said it would sign on next month with WZUP-TV cable channel 13, a new station available only to TCI of Louisiana subscribers.
In launching WZUP, WVLA, which will handle programming and sales for the new station. is borrowing a page from the radio consolidation trend.
Just as companies have realized certain advantages in owning large numbers of radio stations. WVLA hopes to offer advertising Customers huge cross-sections of viewers at once.
"Our goal is to be a one-stop shop where we can provide just about any type of programming and fulfill any need a client may have," said Darnian Calato, vice president of sales for WVLA.
Calato also serves as general manager for Fox affiliate WGMB-TV Channel 44, which shares facilities with WVLN.
Calato has experience with starting cable-only sister stations. In February he oversaw WGMB's launch of WBBRTV cable channel 10, an affiliate of Time Warner Inc.'s WB network.
Similar to WBBR, TCI will give WZUP free bandwidth on the cable system, while TCI will get its usual 10 percent of the station's commercial inventory, said TCI General Manager Mike Ross.
To take advantage of the multiple programming, Calato has reorganized the four stations' sales staffs.
WZUP will not hire a separate sales staff; its programming will be sold simultaneously by WVLA account executives. The WGMB sales department could combine with WBBR's by the end of this month. Calato said.
"We'll offer clients and businesses in the community Opportunities that ... when a rep walks in. it's going to...