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By Simon Applebaum
When Oxygen launched in the winter of 2000, you could count the year's other new cable channels on one hand. Today, Oxygen COO Lisa Hall needs several pairs of hands to tally the nets that launched in the last 18 months. Now in more than 50 million homes, Oxygen remains independently owned. We talked about the expanding and independent new-service universe with Hall shortly after she addressed the Kagan Cable Network Start-Ups Conference in New York earlier this month.
CW: Why are so many independent producers/programmers launching digital channels?
Lisa Hall: There is capacity on expanded digital tiers to launch networks, and the operators need content to make these tiers more compelling to subscribers. Independent programmers are the cable operators' best friends. Operators need that kind of choice, and cable is about the diversity of voices.
CW: Does this activity ensure that we won't end up with just five or six giant media companies controlling all cable fare?
Hall: If Consumers Union advocate Gene Kimmelman has his way with a la carte, that's exactly what will happen. A la carte will kill independent programmers and diversity very fast. Broad offerings will ensure cable won't end up with a few media companies controlling everything.
CW: This year, venture capital firms have taken stakes in such channels as College Sports TV and SiTV. Will this snowball?
Hall: We're profitable, so we don't need additional start-up capital. Given the variety of platforms out there--video on demand, broadband, wireless phone--there's an excitement about video content again that's creating some buzz in the marketplace. Snowballing may not be the right term. People from VC will proceed cautiously, but there's more interest.
CW: What was the message you gave people at the start-up conference?
Hall: My No. 1 message to anyone starting up a cable net is to be passionate about your idea, and to make sure it's a good idea. You really must believe it.
CW: What lessons have you learned along the way?
Hall: Be flexible. We said we'd be profitable and in 50 million homes in 2004. The route to both changed many times in the process. The other lesson is to figure out how to be the best possible partner to cable operators.
CW: What's the next step for Oxygen's original programming?
Hall: We know our audience loves movies, and we'll do more originals there. We'll keep going the romance and comedy route.
CW: What about animation?
Hall: It's a more costly genre than original scripted programs. For now, there's nothing on the forefront, although we've done some fabulous stuff with X Chromosome and Hey, Monie.
CW: How is Oxygen maintaining or expanding diversity in its ranks?
Hall: We go with a number of incentive plans and outreach efforts. Diversity here is a central focus, both in staff and on-air talent. You can't have enough diversity in either place. We're small enough that it gets to be a major imperative quickly. The more diverse voices we get here, the better the product.
CW: What's best about working in cable TV?
Hall: Opportunities for women, both on-air and in the industry.
CW: Any downside?
Hall: Too many trips to Denver.
Getting Personal With Lisa Hall:
Proudest Accomplishment: Besides my kids, hitting profitability here and 54 million subs.
Most Inspiring Person: Oprah Winfrey.
When Not Working, I'm...: With my kids or playing tennis.
TV Show I Never Miss: The O.C., because I can watch it with my daughter Samantha.
Favorite Place Away From Home: Telluride.
Favorite Music: Nelly.
Life Philosophy: You have a lot of different jobs in life. Try to be good at one of them every day.
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