Mark Dawes, Staff Reporter
Leighton Thomas, CEO of both CETV Family and the BlackSlate Media Group. - Ian Allen/Staff Photographer
THE RELIGIOUS media scene welcomed a new
player on its landscape in February 2003 when the Christian Entertainment Television (CETV) began airing on Logic One, a local cable provider.
When it began, CETV had as its primary audience persons between 13-28 years old. "It (CETV) started out predominantly with music videos really trying to reach out to the younger Christians. As much as Love-TV and Love 101 were there, I just felt there was never enough of an outlet," said Leighton Thomas, founder and CEO of CETV.
Today more cable providers are beaming CETV to the Corporate Area, Ocho Rios and parts of St. Catherine. There are plans, Mr. Thomas said, to reach the entire island by year end.
But how popular is CETV? Mr. Thomas said he can't precisely define the reach of the cable channel as major media surveys have not specifically identified the station in its
analyses. But, he said, the
enthusiastic responses from viewers provide enough anecdotal
evidence to suggest that the
station is being favourably received by a significant section of the churchgoing public and the wider Jamaican community.
The station at the start built
its appeal largely on music videos and discussion
programmes on a range of Christian issues and trends.
In September 2004, CETV opted for a rebranding. Now it is known as 'CETV: The Family Network' or 'CETV Family' for short. Mr. Thomas gave two reasons for this rebranding.
FAMILY AND FINANCING
First, he explained that the rebranding decision does not mean that the station was no longer Christian in outlook. But he explained that, as a family
station, the channel would widen its audience appeal. The station, however, continues to broadcast some of the programmes which resonates favourably with sections of the Christian community. He explained that in most instances traditional family
mores are in sync with Christian values. As a family station, the channel also broadcasts home improvement shows and other programmes which have their own utility but which do not
necessarily communicate a strong Christian message, but which inspire better family living.
Second, he explained, the
private sector has failed to take Christian channels as a valid place for their advertising
support. He said: "Corporate Jamaica looks at Christian-based channels more as a charity than actual advertising opportunities." It is still a challenge, he said, to get even Christian business
persons to advertise on CETV, he said. CETV, Mr. Thomas acknowledged, is not yet in
the black, but it is getting there as advertisers are warming to
the station.
With the rebranding, the
channel now caters for just about everyone from kiddies to great-grandmothers. When the station began most of its programming content was imported. But at
this time, Mr. Thomas said,
40 per cent of the programming reflects local content. The station, he said, is striving to have 80
per cent of its programming
originating from Jamaica or the rest of the Caribbean.
BALANCED BROADCASTING
CETV Family, Mr. Thomas said, seeks to achieve balance
in its broadcasting, thereby
highlighting the positive things about Jamaica, while not
disproportionately inflating
the negatives in the land.
Mr. Thomas, 35, is a past
student of Wolmer's Boys' School. He left Jamaica as a
16-year-old and lived most of
his adult life in the Miami area
of Florida. While in the United States he became earned a
master's in Business Administration and a master's degree in Recording Engineering. He was for two years the senior pastor of The Rock, Pentecostal Family Worship Centre in Tamarac, Florida. His wife is Anicia Browning-Thomas. They are the parents of three children. Mrs. Thomas-Browning also works as a senior producer with CETV Family.
Mr. Thomas worships at the Emmanuel Apostolic Church at 12 Slipe Road in Kingston, where his father is the presiding prelate, Bishop S. U. Thomas. He is the younger brother of
well-known cleric, Bishop Everton Thomas of the Portmore Emmanuel Apostolic Church,
in Naggo Head.
In August 2004, before the rebranding, CETV merged with other entities involved in cable television, publishing, production services, advertising and marketing. The merger produced The BlackSlate Media Group Ltd., an all-inclusive media corporation, which holds a multiplicity of brands under its umbrella.
PRODUCING SYNERGIES
These brands include: CETV Family; BNC3 (The Business News Channel); NEWS 24
a mix of local, regional and international news content, sports, entertainment, current affairs and other topical issues and special features; BUSINESSUITE Magazine, a monthly journal of economic, trade technology and enterprise; BUSINESSUITE Online, which will focus on the same things as its print counterpart; BLACKSLATE PRO-DUCTIONS working with
programme content developed, this entity is responsible for recording and editing all the
programme content for broadcast on the BlackSlate cable channels.
With a core staff complement of seven, the BlackSlate Media Group is located at 27 Mannings Hill Road, Kingston 10, Shop No. 6. There at its offices are
studio facilities. It is also the place where most of the post-production matters are handled.
In addition to his role at CETV, Mr. Thomas is also the CEO of BlackSlate Media Group Ltd. "The idea behind the merger was to take greater advantage of the core competitiveness of each entity." This arrangement, he said, is producing synergies and the group has its eyes on the rest of the Caribbean. The BlackSlate Media Group believes there is a strong market for its range of products in CARICOM
especially for wholesome
family entertainment.
Send feedback to mark.dawes@gleanerjm.com
