What's On: A Healthy Alternative

by Lauryn Axelrod
Fall 1997

As the Information Superhighway prepares to roll through our homes and television offerings expand, viewing choices become more and more difficult to make. Where does a family turn when it wants positive, healthy entertainment for all ages at all times of the day? Cable and satellite subscribers can turn to The Family Channel and broadcast TV viewers will soon be able to sample its wholesome programming on the Fox network.

Positive TV

Twenty years ago, Pat Robertson founded The Family Channel, the world's first satellite-delivered, basic cable network devoted to bringing positive family entertainment to the homes of America. At the time, TV programming was much like it is today -- largely violent and negative. Aware of viewers' concerns, Mr. Robertson, founder and Chairman of the Christian Broadcasting Network, wanted to provide families with a wholesome alternative to violence and negative values. Featuring high-quality original movies, programs and specials, The Family Channel began with a mere 20,000 subscribers. Within a year, that number grew to 2.8 million. Today, The Family Channel is one of the nation's largest cable networks, reaching more than 69 million subscribers. And with its new partner, Fox Kids Worldwide, Inc., The Family Channel will expand and improve.

The Family Channel's original mission statement remains the driving force behind the channel's programming and outreach activities and, in today's climate of violent, adult-oriented television, The Family Channel continues to be a welcome breath of fresh air. "We have made it our mission to affirm positive values, to encourage and support the family, and hopefully, to make the world a better place for our children," says Tim Robertson, President and CEO of FAM-Parent International Family Entertainment (IFE).

That mission coupled with expanding resources and programming has helped The Family Channel become one of the top viewing choices of families around the country. Over the years, families have turned to The Family Channel for programming and values that are consistently wholesome and appropriate for parents and children to watch together. Original programs like Jack Hanna's Wildlife Adventures and Home and Family, and specials like the made-for-TV-movie adaptation of Mary Higgins Clark's novel, While My Pretty One Sleeps, draw both high ratings and praise. Syndicated reruns of old series like The Waltons, Carol Burnett and Friends and Punky Brewster offer parents and children an opportunity to see television entertainment at its best. Original game shows such as Masters of the Maze provide viewers with variety and lighthearted competition. In IFE surveys on TV and the family, viewers ranked The Family Channel's programs among the top 10 most positive TV offerings for families.

More Than Just TV

"Beyond positive TV programming," says Senior Publicist Ginger Adams, "The Family Channel supports a wide variety of family, educational, community and charity projects, and recently donated $1,000,000 to help rebuild the Marine Science Museum in our hometown of Virginia Beach, Virginia." In partnership with FIT-TV, another channel owned by IFE, The Family Channel provided a grant to the local chapter of TEAMS (Teachers Educating and Motivating Students) which helped create SAT seminars and tutoring for young inner-city athletes. The Family Channel also sponsors a nationwide media education program, M.E.D.I.A. (Making Educated Decisions in the Information Age), which provides school systems with educational materials to teach children in grades five to eight how to view television and other media critically and consciously.

The Family Channel also sponsors "The Family Channel Seal of Quality," which showcases quality family entertainment products. "Movies, TV programs, video and computer games, CD-ROMs, books, videos, music recordings and even family vacation destinations" says Adams, "will help parents make responsible media choices." "The Family Channel Seal of Quality" also offers a contest for kids who participate in the M.E.D.I.A. program, and will award student media products that are wholesome and positive.

The Family Channel's new Web site, Familychannel.com, provides on-line families with a unique place to begin their exploration of cyberspace. An entertaining and informative "home base," Familychannel.com is segmented to reach different family audiences with original games, activities, programming information and forums to share ideas. The Web site also provides many links to other family-oriented sites.

The Family Channel Meets Fox

In its effort to fulfill and expand its original mission of offering quality family entertainment, The Family Channel recently announced its merger with Fox Kids Worldwide (FKW). The combined resources of IFE and Fox will enable The Family Channel to reach non-cable homes and a larger children's audience through Fox Kids Network, as well as to expand into the home video and film markets. With Fox Kids Networks in the United Kingdom, Australia and Latin America, The Family Channel will have a global presence. Haim Saban, CEO of Fox Kids Worldwide, said, "The Robertsons have built a tremendous business with IFE and we look forward to working with them to strengthen and expand it. Our goal will be to make IFE into a world class, worldwide entertainment channel."

The original mission, however, won't change. In fact, the commitment to providing family viewers of all ages with positive entertainment that made The Family Channel a pioneering family television network will continue to drive the programming and new media products that are made available to an increasing number of families around the globe. Providing more choices for more families, and offering enriching, enduring and healthy messages are what will continue to make The Family Channel one of the primary destinations for families seeking an alternative.

Lauryn Axelrod is a documentary filmmaker, media educator and the author of "TV-Proof Your Kids: A Parent's Guide to Safe and Healthy Viewing."