Tulsa-based The Auction Networkto to host first live interactive

Journal Record, The (Oklahoma City), Nov 14, 2007 by Kirby Lee Davis

The Auction Network will tap the magical allure of Gibson Guitars and The Osbournes to start its key live, interactive coverage.

"The first thing that everyone always asks when you create a great idea and a great plan is, can you do it?" said Chief Executive Pam McKissick. "We've integrated great technology and we have some terrific programming coming up and we are indeed online."

The Tulsa-based broadcaster, which launched its Web network as scheduled on Oct. 28, will deliver its first live interactive event with Tuesday's Gibson GuitarTown London auction. That will feature guitars and guitar sculptures "inspired by the likes of Paul McCartney and Rod Stewart," the company said.

On Nov. 30, www.auctionnetwork.tv will feature the live auction of personal items collected by Ozzy and Sharon Osbourne, many having appeared on their MTV reality show.

Attracting high-profile names like McCartney or Osbourne represents a major marketing ploy in the startup firm's bid to deliver the first Internet and television network targeting the $257 billion auction sector. McKissick said Auction Network has promised to deliver 250,000 viewers to advertisers for its first live auction, a million by the start of 2008.

That's why its opening salvos tap marquee names from Buzz Aldrin and Peter Fonda to the Dixie Chicks and Cindy Crawford.

"Celebrities bring a cache that bring eyeballs to the network," said Fontana Fitzwilson, general manager for Auction Network. "We are also using them in some of our marketing materials."

Since they started with a soft launch, McKissick had no data on how many viewers Auction Network has attracted so far. But they have strong expectations not just for their first auctions, but their building arsenal of video-on-demand programming.

"We're getting things done around the country for probably a 10th of what networks pay," said McKissick, who led the formation of Auction Network with Dean Williams, chief executive of the Tulsa real estate auction firm Williams & Williams. "We're drawing on talent from others moonlighting for us."

Auction Network already offers 100 programs available, with more coming - and all shot in high-definition.

"We're building a library so that when we go to satellite or cable, we'll be in the proper format with the proper quality," said McKissick.

At this point Auction Network remains unhindered by the Writer's Guild of America strike, its programming falling more in the realm of reality television.

"A lot of our programming is driven by interviews," she said. "It's people talking to you, like we are. It's not scripted."

They expect to focus on completing the Web site functionality through the rest of this year, building the number and variety of live auctions to where they can approach one a day.

"Moving into the first quarter of next year, we hope to have our initial investor solidly in place," she said, with five groups in discussions. "We look at 2008 as the year when we get our first satellite or cable deal."

Some of the programming at The Auction Network

* Keeneland Yearling Sale 2007, an 11-episode series that looks behind the scenes of the world's premier thoroughbred horse auction.

* Stars for a Cause. This seven-part program documents the Julien's Auctions of celebrity-autographed portraits by pop artist Nicolosi, benefiting the Prince's Trust and the Hollywood Museum.

* Outer Space. This covers the sale of Apollo 11 lunar pilot Buzz Aldrin's personal space memorabilia and historic items from the "space race" era.

* Peter Fonda: The veteran actor auctions his movie memorabilia as he talks about his life and career. Among the items up for sale: the American flag from Easy Rider.

* Cattle Baron's Ball. These five programs led by supermodel Cindy Crawford look at one of Texas' biggest charity auctions at the famed Southfork Ranch in Dallas, with the American Cancer Society benefiting from the sale of everything from custom watches to luxury automobiles.

* South African Wine and Real Estate: These shows will look not just at rare wine auctions, but the South Africa culture and environment.

* Gibson GuitarTown Austin: Much like the London event, this looks at a Julien's Auctions featuring guitars designed by Dixie Chicks, Billy Bob Thornton and other celebrities.