The Casino and Gaming Television network is a new U.S. television
network scheduled to launch in 2004, targeting the estimated
50 million Americans who gamble regularly.
The new network is a digital cable and satellite channel
with shows such as "Winning Hand," with poker experts
offering tips on the game, and "Dusk 'Til Dawn,"
a tour of night spots in Las Vegas, Monaco and other gambling
destinations.
The number of Americans who bet represents a vast potential
audience, said David Hawk, co-founder and co-chairman.
More than 50 million Americans made more than 300 million
visits to casinos last year, Hawk said, citing research conducted
for the American Gaming Association.
Other "niche" channels, such as the Golf Channel,
have succeeded with a smaller pool to draw from, Hawk said.
About 25 million people visited golf courses last year, half
the number of casino-goers, he said.
The new channel, being announced Monday, will target the
young male crowd, age 21 to 34, which is valuable to advertisers,
said Nickolas J. Rhodes, the network's president and chief
executive officer.
Television has been dealing out an increasing number of gambling-themed
shows, including Travel Channel's hit series on the World
Poker Tour and the upcoming "Celebrity Poker Showdown"
on Bravo.
Still, it remains to be seen whether gambling shows will
be successful.
"That's the ultimate question," said Bill Carroll,
an analyst for Katz Television, a media buying firm. "The
marketplace will determine if there really is a need for any
of these digital channels that are specially targeted."
The network, which plans to raise $75 million in operating
capital by first quarter 2004, is negotiating carriage deals.
The goal is to reach 1 million homes initially and be in at
least 20 million homes in four years.
