Coming soon: fine art TV

Art Business News, Nov, 2004

SANTA MONICA, CA -- TV as a medium may soon revolutionize the fine art marketplace when the Art Television Network (ATN) debuts in January 2005. Developed to deliver mass-media exposure of fine art, ATN will use a direct-response television format called Art Reactor Television that is designed to increase the sell-through of fine art prints by making them more accessible to the TV-viewing public. Launching the venture are Edward Weston, a publisher of fine art works for more than 45 years and a television pioneer, and Francis Coiro, an advertising and entertainment marketing executive.

Weston describes the medium as a cost-effective advertising strategy to reach the vast art market across the nation. He believes it will reduce the intimidation factor experienced by consumers when entering art galleries.

Intimidated Consumers Want Intimacy

ATN consumer-focus groups and interviews revealed two important findings, says Coiro. First, "[many] consumers are uncomfortable buying art because their lack of knowledge causes self-doubt. Secondly, they want to know the artist. Every single respondent mentioned the word intention, as in, 'I want to know what her intention was ...'"

Based on the feedback from their studies, the concept grew from a documentary-style television show, to one that includes direct-responses, combining the style of traditional network talk shows and high-end documentaries. The show consists of on-camera interviews with the artists, live in-studio demonstrations of techniques, and preproduced documentary-style videotapes. The format is designed to build long-term brand equity for both ATN and artists, allowing consumers to tune in and receive high-quality, valuable information on fine art.

"The art industry is highly fragmented and because of that, it's very hard to get a consistent marketing message out to consumers or to get any type of brand awareness on a national level," says Coiro. "ATN is a television network that has been designed from the ground up to give art publishers a promotional vehicle that allows them to really brand an artist and to create awareness that will start to pull the market."

ATN is expecting a potential viewer base of more than 20 million households. The program will be available through Direct TV and DISH satellite services, as well as selected cable systems in key Los Angeles and New York markets. Additional regions will be added once feedback from the initial broadcast is analyzed. Also, ATN plans to later develop programming to include monthly live auctions featuring original works and vintage prints, as well as a series of half-hour profile shows that highlight a particular art genre, region or artist.

For more information, visit www.arttvnet.com.