• by David Goetzl , December 1, 2008

Less than three months before the digital transition could boost distribution for multicast channels, MGM said its classic movie channel is now up and running in major markets Chicago and Houston.

Known as "This TV" and carrying films (and some older TV series) from the MGM library, station groups such as Hearst-Argyle, Post-Newsweek and Sinclair have deals to carry the multicast network in some markets. It was unclear exactly how many individual stations would ultimately carry "This," but MGM said 40 station operators would offer it over the next six months.

"This TV"--24/7 and ad-supported--is a co-venture with station owner Weigel Broadcasting. The network launched Monday in affiliation with Post-Newsweek's KPRC (NBC) in Houston and is offered on Sinclair outlets in Columbus, Dayton and Richmond, Va., as well as Weigel stations in Chicago and Milwaukee. Fisher Communications' KOMO (ABC) in Seattle will link with it starting in February.

With the digital transition on deck, station groups have been deciding how to use their multicast real estate, which eventually could allow them to offer up to four subchannels in addition to the primary feeds. So far, some station operators have started multicast outlets from scratch and developed their own programming schedules. others have cut deals to carry networks such as Hispanic-targeted LATV or an NBC Universal-owned sports channel.

Come February, when all analog signals will be cut off, homes that receive multicast channels could increase significantly. John Bryan, executive vice president broadcast strategy at MGM, said: "This TV [provides] a new revenue stream" for stations "in this challenging environment."

In December, films available on "This" include "De-Lovely" with Kevin Kline; "The Mighty Quinn" with Denzel Washington; Spike Lee's "She's Gotta Have It"; and Paul Newman's "Harry & Son."

MGM said its library includes 4,100 films and 10,000 hours of TV programming.