Qwest for television broadcasting gold: Quincy Jones forms station group with entertainment heavyweights

Black Enterprise, Feb, 1995 by Mark Lowery

Quincy Jones has joined former NFL great Willie Davis and television giants Geraldo Rivera and Don Cornelius to form a minority-controlled broadcasting company.

The new company, Qwest Broadcasting, has agreed to pay $167 million to buy WATL in Atlanta from Fox Broadcasting and WNOL in New Orleans from Quincy Jones Broadcasting. At press time, both transactions were awaiting approval from the Federal Communications Commission.

The Tribune Co., which will own 45% of Qwest Broadcasting, has competing stations in both those markets. The FCC prohibits companies from owning two television stations in the same market. But, Tribune officials say they will not be considered owners of Qwest's Atlanta or New Orleans stations, since they possess less than 50% of the stock in either station.

Industry analysts believe the stations will save money because they'll be able to consolidate many administrative positions. The loosely affiliated stations are expected to take advantage of this unique situation by offering programming that simultaneously attracts different viewing groups.

Jones, who owns the recording company Qwest Records, says the new broadcasting company will be based in-Los Angeles. He hopes to acquire many more television stations across the country. "Qwest Broadcasting is setting out on a mission to create a viable alternative to what is currently on television," says Jones, who has won 26 Grammy Awards and one Emmy, and who was named to the BE ENTERTAINMENT POWER BROKER 50.

"Qwest is a rare opportunity to join the talents, interests and resources of these partners with the operational expertise and resources of Tribune," continues Jones, who will be chairman and CEO of the new company.

Tribune owns eight television and six radio stations and publishes six daily newspapers. "The promise of Qwest Broadcasting is real and unlimited," said Dennis Fitzsimons, Tribune executive vice president. "Qwest brings together a powerful group of individuals with resources to make this venture unique in the broadcast industry."

Davis, a Hall of Fame football player, will be Qwest's vice chairman. Davis owns All Pro Broadcasting Inc., and sits on several corporate boards, in-cluding Sara Lee, Dow Chemical, Kmart, MGM Grand and the Green Bay Packers.

"I was not looking for something else to do," Davis says. "This has a chance to be something very good and very special, and that was of real interest to me."

Davis says minorities--blacks in particular--have been shut out of such ownership opportunities in the past. "There was not the financial means to purchase [TV stations] or to sustain them if you could," he says. Davis believes the creative minds that Qwest will draw from--Jones, Cornelius and Rivera--can create programming that's different, and he seems content to follow their creative lead. "We're talking unchartered waters. Bold, new frontiers of television," Davis says.

Rivera and Cornelius will be general partners. Rivera, who hosts two talk shows and owns a newspaper, says he expects Qwest to start local news operations at the stations in Atlanta and New Orleans. "I definitely will follow Quincy's leadership," Rivera says. "My background is local news. That's what I bring to the table."

Cornelius, who created, hosted and produced Soul Train, says the stations acquired by Qwest will stress local programming. He called the possibilities limitless.. "Just having minorities making major decisions is a whole new vista," Cornelius declared.

Qwest has agreed to pay $150 million for WATL in Atlanta. WATL's 1994 revenues are expected to be $35 million. Qwest will pay $17 million for the New Orleans station WNOL, whose 1994 revenues are expected to be about $8 million.