WASHINGTON, D.C. — Until now, the Northern Virginia-based broadcast TV station owner once known as Gannett has been largely known for owned-and-operated stations including the CBS affiliate serving the Nation’s Capital and two digital multicast networks.
Now, True Crime Network and Quest are getting a sibling. And, it’s putting its focus on women — and perhaps LGBT audiences, too.
RBR+TVBR OBSERVATION: Is TEGNA too shy with who this new multicast network is really appealing to? C’mon, TEGNA — get out of the closet and say this offering is for the LGTBQ crowd. The name alone suggests it. [More below, for Members Only].
TEGNA Inc. this spring will officially launch its third multicast network.
Welcome to Twist, which TEGNA describes as “a women-oriented channel featuring lifestyle and reality programming.”
Initially, Twist will include home, food, and reality content, “much of it featuring exciting reveals – or twists – at the end of each show.”
Programming will be comprised of unscripted TV programs including Clean House, Top Chef Masters, Queer Eye for the Straight Guy, Dance Moms, Tabatha Takes Over, Tiny House Nation, and Flipping Out.
In a regular feature on the network, Twist will encourage viewers to submit their own videos of twists they’ve been thrown in life and how they persevered through them in a positive segment called “Share Your Twist.”
Brian Weiss, President/GM of TEGNA’s multicast networks, commented, “Twist will provide an exciting new viewing option for our female audience with content that has not been available through a multicast channel until now. The launch of Twist will enhance TEGNA’s leadership among non-fiction multicast networks, delivering the kinds of free content that over-the-air viewers crave.”
Carriage will be seen in 41 TEGNA markets. And, to bring it to New York, Los Angeles, Chicago and Philadelphia, a newly reconstituted Univision Communications has agreed to add it as a digital multicast offering. Seven other Univision markets have committed to Twist.
Even more, Twist will be added to 31 stations presently owned by HC2 Broadcasting.
These arrangements will bring Twist to DMAs covering 70% of U.S. television households.
And, additional distribution agreements are expected to be announced by summer, TEGNA says.
A preview reel can be seen at www.watchtwist.com.
— Editing by Adam Jacobson, in Boca Raton, Fla.
RBR+TVBR OBSERVATION: Is TEGNA too shy with who this new multicast network is really appealing to? C’mon, TEGNA — get out of the closet and say this offering is for the LGTBQ crowd. The name alone suggests it.
For a generation of LGTBQ adults, Twist was a popular nightclub in the heart of Miami’s South Beach. And, some may recall its association with the “Men on Film” skit as seen on the FOX sketch comedy program In Living Color some 30 years ago.
Yes, some may believe it is stereotypical to simply assume Twist is LGTBQ friendly because of Queer Guy. But, all of this programming isn’t singularly enjoyed by women. And, given the disposable income and show preferences of the LGTBQ community, particularly among gay men, TEGNA could see bigger riches and, believe it or not, free promotion from any group that may protest its arrival.
Strictly catering to women is limiting and not exactly a slam dunk, revenue-wise. Just talk to Meredith Corp.’s national media leadership. By bringing a LGBTQ-friendly, if not laser-targeted, digital multicast network to life, TEGNA could only further bring over-the-air TV’s longevity story in a world where cord-cutting stories have been hijacked by deep pocketed AVOD, SVOD and OTT platforms in a place no different than podcasters were in 2018.
Be bold, TEGNA. Give viewers a new twist by fully realizing Twist’s audience potential.
