{"id":2654,"date":"2012-09-12T23:48:56","date_gmt":"2012-09-13T03:48:56","guid":{"rendered":"http:\/\/blog.beliefnet.com\/faithmediaandculture\/?p=2654"},"modified":"2012-09-13T23:16:24","modified_gmt":"2012-09-14T03:16:24","slug":"as-touched-by-an-angel-lands-at-gmc-founder-and-ceo-charlie-humbard-talks-about-his-little-network-that-could","status":"publish","type":"post","link":"https:\/\/www.beliefnet.com\/columnists\/faithmediaandculture\/2012\/09\/as-touched-by-an-angel-lands-at-gmc-founder-and-ceo-charlie-humbard-talks-about-his-little-network-that-could.html","title":{"rendered":"As “Touched by an Angel” lands at GMC, Founder and CEO Charley Humbard talks about the ratings success of his little network that could"},"content":{"rendered":"

Here\u2019s today’s dispatch from the crossroads of faith, media and culture.<\/p>\nhttp:\/\/www.youtube.com\/watch?v=tKO7iX86XWA<\/a>\n

The halo effect.<\/strong> GMC TV, riding a ratings wave thanks, in part, to the success of recent feel-good TV movies like The Heart of Christmas<\/a>, Raising Izzie<\/a> <\/em>and Somebody’s Child<\/em><\/a>\u00a0 continues to expand\u00a0 its programming slate with a deft mix of original movies and series <\/a>with classic series like The Waltons, Family Ties, 7th Heaven and, beginning Saturday, Touched by an Angel<\/em>.\u00a0\u00a0 The network will launch its run of the faith-based drama with a Calling All Angels<\/em> marathon beginning Saturday night at 7:00 PM and running until 3:00 AM\u00a0 Sunday morning.\u00a0 After a six-hour break, it picks up again at 9:00 AM Sunday morning and goes on until 2:00 AM\u00a0 (ET) Monday morning.\u00a0 The show will then air two episodes every weeknight beginning at 7:00 PM. All times are ET.<\/p>\n

Touched by an Angel<\/em> debuted on CBS in 1994 and ran for nine seasons (211 episodes). Roma Downey, Della Reese, John Dye and (later) Valerie Bertinelli starred as the angels who worked tirelessly the love of God into the lives of the struggling human beings (usually portrayed by well-known guest stars<\/a> like Carol Burnett, Valerie Harper, Gregory Harrison, Debbie Reynolds, Randy Travis, etc.)<\/p>\n

The consistent ratings growth of GMC TV continues to prove that there is an audience for uplifting, non-edgy, family-friendly entertainment.\u00a0 I recently talked about the network’s success with Charley Humbard,\u00a0 its founder and CEO.\u00a0 Here are some highlights:<\/p>\n

JWK:<\/strong> You’re the son of the famed TV evangelist Rex Humbard<\/a>.<\/p>\n

CHARLIE HUMBARD:<\/strong> Right. He was the first person to take church and put it on TV on a weekly basis.\u00a0 He was the reason there\u2019s a word called \u201ctelevangelism.\u201d<\/p>\n

JWK:<\/strong> <\/strong>How did you get involved in TV and come to found GMC?<\/strong><\/p>\n

CH:<\/strong> I was, because of dad, born into TV. We had 13 of us traveling, three generations, right down to little grandkids, three years old…We were all just part of the Humbard Family Singers<\/a>. I traveled the world with him from the time I was\u00a0 five on television and stage…Just playing all the places around the world.\u00a0 I grew up really with an experience of\u00a0 gospel and Christian music\u00a0 but also just music in general and production.\u00a0 So, I stayed on TV through almost 1980. I really sunk my teeth into production. I was an audio engineer, a recording engineer and, when I left dad\u2019s ministry to go\u00a0 out on my own, I was an engineer at a company here in Atlanta called Crawford Communications. And then I was on to Discovery for many years and started a bunch of networks there… I had really a lot of experience in both gospel and Christian music and (television)\u2026The creation of the Gospel Music Channel was really, for me, bringing both those worlds together.<\/p>\n

JWK:<\/strong><\/strong> But GMC has branched out beyond just gospel music programming<\/p>\n

CH:<\/strong> Right.\u00a0 There are couple of key characteristics or key brand pieces that we\u2019ve always been. Our programming when we were Gospel Music Channel, of course, was always uplifting music, the message of gospel music. We were always a very multicultural brand \u2013 with rap, pop, country and soul.\u00a0 We today are probably the most multicultural brand in all of cable (in terms of) the diversity of our audience in a given hour.\u00a0 So, both of those characteristics stayed with us as we evolved from being an all music network to adding other things that our viewers were telling us they\u2019d like to see (including)\u00a0 movies that have a real core component of faith…as well as series\u00a0 and other programs that would be good for…their families to watch and wouldn\u2019t run counter to their beliefs.<\/p>\n

JWK:<\/strong><\/strong> You’ve had a lot of recent success with TV movies like Raising Izzie<\/em> and Somebody’s Child<\/em>. Are you also developing series?<\/p>\n

CH:<\/strong> We are. \u00a0We just did a critics\u2019 tour . I don\u2019t have all the details here but The Bulloch Family Ranch<\/em> and I Forgive You<\/em><\/a>…are two series coming from us.\u00a0 They are both reality series…We\u2019re (also) looking at scripted series. Right now we\u2019re acquiring scripted series. The original scripted series we have on the network is Heartland<\/em><\/a> which airs once a week on the channel. That series, which were in partnership with a production company out of Canada, is based on the Heartland<\/em> books that were so popular.<\/p>\n

JWK:\u00a0<\/strong><\/strong> Going forward, what do you want your network to be known for in the minds of viewers?
\n <\/strong><\/p>\n

CH:<\/strong><\/strong> \u201cUplifting Entertainment.\u201d We have a basic core focus here for all employees in what we do and why we come to work every day.\u00a0 That\u2019s to inspire souls to be better. So, our focus is not necessarily on your head or your body.\u00a0 We\u2019re not a workout channel. We\u2019re not focused on improving that part of you. But, if we can get viewers to share time with us\u00a0 at the network, whether it’s for five minutes or an hour or so…they\u2019ll leave us with something in their heart that is moved for the better \u2013 making them think about their lives or helping them through a situation, giving them life lessons through our programs, inspiring their faith and inspiring them to go out and help others\u00a0 and do good. (If we do that) then I think we\u2019ve accomplished our mission as a brand, at least as a core principal of our brand…(But) we\u2019re not only trying to uplift viewers who tune into us for those minutes for hours but (we’re) also (out) to prove that, by committing to producing positive entertainment, there\u2019s a great business model there.\u00a0 We want\u00a0 producers and others to see this and to follow suit.<\/p>\n

JWK:<\/strong><\/strong> <\/strong>Do you think there\u2019s a resistance to faith-based and positive entertainment at the broadcast networks. Do you think it\u2019s a matter that they don\u2019t understand that this stuff sells or that they really don\u2019t want it to sell?<\/p>\n

CH:<\/strong><\/strong> That\u2019s a great question. I think that it\u2019s hard to look at some of the examples of The Passion<\/em> or look at The Blind Side<\/em> and other things that have a real core faith component and say there\u2019s a market for this. You know, every time that they do something that tends to appeal to families or has strong values or characters with values, they are very successful. But I think (ignoring that is) the easy way out. It\u2019s kind of the least common denominator which is that it\u2019s really easy to go produce for the bottom.\u00a0 It\u2019s really easy to produce things and try to out-edge the next guy because there\u2019s a big audience that follows that \u2013 that really enjoys that as well.\u00a0 It\u2019s just not our place. I think everybody has their place in the programming spectrum but I think it’s important that there are more and more people recognizing that this can be a great business.<\/p>\n

Certainly the producers that are coming to us now, some of the leading producers and directors, bringing us concepts for movies, concepts for series, recognizing that we finally an outlet 24 hours a day who\u2019s committed to growing this area of the business and serving the massive population that really is looking for this type of programming.\u00a0 They can\u2019t find it on a consistent basis anywhere else…The people in America who call themselves Christian, or practice their faith, is the largest group of any of the groups you look\u00a0 at…So, actually, we\u2019re playing to the largest audience available in America.<\/p>\n

JWK:<\/strong><\/strong> <\/strong>What do you seen in GMC’s future? Number one?<\/p>\n

CH:<\/strong><\/strong> I think in the reasonable future, we\u2019re going to be a top 10 cable net overall . We\u2019re (already) having moments where we outperform others in cable.\u00a0 With Raising Izzie,<\/em> we were the number one network in all of advertising-supported cable for African-American women 18-49.\u00a0 That\u2019s huge for a network that\u2019s still a growth network \u2013 still in the 50 million home range compared to others are that are in 80 and 100 million.<\/p>\n

JWK:<\/strong><\/strong>\u00a0<\/strong>Can you think of a show from the traditional networks that represents the kind of programming you’d like to see on GMC?<\/p>\n

CH:<\/strong><\/strong> There\u2019s a show we have on…called 7TH<\/sup> Heaven<\/em>. Very contemporary look . It was a show that was on the networks for many years. It was very popular \u2013 actually the longest running family series in the history of television.\u00a0 Of course, we have The Waltons<\/em> on their as well. I think those types of shows — that speak to family issues, parents’ interactions with kids. I think that is the kind of programs that, as we develop more and more, will be front and center for us. We\u2019re also going to try some other kind of unique things that speak to core values.<\/p>\n

JWK:<\/strong><\/strong> <\/strong>Can you tell me about I Forgive You<\/em>?<\/p>\n

CH:<\/strong><\/strong> I Forgive You<\/em>…is an emotional, uplifting documentary series from Arnold Shapiro who\u2019s an Oscar-winning and Emmy Award-winning producer. (It) brings together people who have been carrying through their life…a grudge, a moment that happened to them or a relationship that fell apart and…they carry this burden with them through life.\u00a0 We\u2019ll reunite those people and give them a chance to look each other in the eye and ask for forgiveness. So, there\u2019s going to be some amazing healing moments\u00a0 on television.<\/p>\n

\u00a0JWK:<\/strong><\/strong><\/strong> <\/strong>You’re also in business with Magic Johnson. <\/strong><\/p>\n

CH:<\/strong><\/strong><\/strong> That\u2019s right. We just created and launched in June a new channel called Aspire<\/a> with Magic, a fantastic partner in creating a channel whose values very much align with ours. He talks a lot about (remembering) Sundays with his family and watching family programming together…He said there\u2019s just no place like that where you can go anymore to find\u00a0 that kind of programming for African American families.\u00a0 So, that was his goal \u2013 to create this network. He came to us as a partner \u2013 recognizing our success\u00a0 as an independent and also as a network that is truly diverse in our employee base. We\u2019re 46% minority here at our company. So, when I say we are a multicultural network, we truly are multicultural \u2013 not just all African-American or all Hispanic or all Caucasian. \u00a0We have a really interesting mix of people to help him create his new brand of Aspire. It\u2019s off to a fantastic start. The channel’s going to be blowing past 10 million homes by the end of the year and I think will be in almost 20 million by the end of next year.<\/p>\n

JWK:<\/strong><\/strong><\/strong><\/strong>\u00a0 Is there a risk of splitting the values-based audience?<\/p>\n

<\/strong>CH:<\/strong><\/strong><\/strong> I think we gain more. Both channels really super serve an audience. Trying to do too much with one channel is difficult. With Aspire, we go deep into African-American entertainment…but also there\u2019s a chance to produce shows together.\u00a0 We\u2019re going to do an award show together next year, The Uplifting Entertainment Awards, which will bring Aspire and GMC together. We\u2019ve got a big movie coming up we\u2019re roadblocking on both networks (called) Christmas Angel<\/em>. Della Reese, Teri Polo, Kevin Sorbo and Tia Mowry are\u00a0 in it.\u00a0 It\u2019s a diverse cast.<\/p>\n

You know, all the things we produce…will be for a multicultural audience. When I say that, I don\u2019t mean just for a black audience or just for an Hispanic audience.\u00a0 I like to use us in a comparison of what the fastest-growing churches are in America.\u00a0 It\u2019s not like the old days where you go over to one part of town and it’s white church and you go to another part of town with a black church. You go to your big churches across America today and they truly are multicultural.\u00a0 The face of the new America is the face of this brand.\u00a0 And I think that really differentiates us from many of the other places out there on the cable dial\u2014 not only because of the strong faith component in our network, and the values base, but also the true diversity that we represent as a brand.<\/p>\n

JWK:\u00a0<\/strong><\/strong><\/strong><\/strong>Where will GMC be 20 years from now?<\/p>\n

CH:<\/strong><\/strong><\/strong> I think you\u2019ll \u00a0see GMC as a global brand with multiple tentacles in the world of TV Everywhere.\u00a0 We\u2019ve recently launched a TV movie channel called G-Movies<\/a> which is on right now with DISH and we\u2019re gonna launch it with other cable and satellite partners. It allows you to watch movies anytime on your iPad or computer or on your television in the living room, anywhere you want you get the best in Christian movies.\u00a0 You\u2019ll see, I think from us in the next six months or so, a music-based service as well for TV Everywhere.<\/p>\n

JWK:<\/strong><\/strong><\/strong><\/strong>\u00a0Anything you’d like to say as we finish?<\/p>\n

\n

CH:<\/strong><\/strong><\/strong> As readers of Beliefnet believe that faith is important in their lives, I would hope that that they take the time to not only look for us and watch us but to tell others about us. It is so important for the success of their<\/em> network \u2013 the network created for the people out there who have been under served and really have not had a channel (that shares) their values 24 hours a day and is committed to bringing great programming for them and their families…(then) the advertisers will come and the distributors will be happy\u00a0 and everyone will get great programming that has been in a real shortage in the past decade.<\/p>\n<\/div>\n

Encourage one another and build each other up \u2013 <\/em>1 Thessalonians 5:11<\/p>\n","protected":false},"excerpt":{"rendered":"

Here\u2019s today’s dispatch from the crossroads of faith, media and culture. The halo effect. GMC TV, riding a ratings wave thanks, in part, to the success of recent feel-good TV movies like The Heart of Christmas, Raising Izzie and Somebody’s Child\u00a0 continues to expand\u00a0 its programming slate with a deft mix of original movies and…<\/p>\n","protected":false},"author":225,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9,13,24,25,31],"tags":[3016,35,1244,3392,3400,3387,3384,271,3397,86,3389,3403,3091,3402,2598,3088,3398,3394,3390,2463,3386,3395,3396,3388,545,3399,3385,1331,1162,329,3401,3391,3393],"class_list":["post-2654","post","type-post","status-publish","format-standard","hentry","category-christianity","category-family-matters","category-movies","category-music","category-television","tag-uplifting-entertainment","tag-1-thessalonians-511","tag-7th-heaven","tag-arol-burnett","tag-aspire-with-magic","tag-calling-all-angels","tag-charlie-humbard","tag-christian-movies","tag-crawford-communications","tag-debbie-reynolds","tag-della-reese","tag-dish","tag-family-ties","tag-g-movies","tag-gmc","tag-gmc-tv","tag-gospel-music-channel","tag-gregory-harrison","tag-john-dye","tag-magic-johnson","tag-raising-izzie-and-somebodys-child","tag-randy-travis","tag-rex-humbard","tag-roma-downey","tag-the-blind-side","tag-the-bulloch-family-ranch-and-i-forgive-you","tag-the-heart-of-christmas","tag-the-passion","tag-the-waltons","tag-touched-by-an-angel","tag-tv-everywhere","tag-valerie-bertinelli","tag-valerie-harper"],"yoast_head":"\nAs "Touched by an Angel" lands at GMC, Founder and CEO Charley Humbard talks about the ratings success of his little network that could<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.beliefnet.com\/columnists\/faithmediaandculture\/2012\/09\/as-touched-by-an-angel-lands-at-gmc-founder-and-ceo-charlie-humbard-talks-about-his-little-network-that-could.html\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"As "Touched by an Angel" lands at GMC, Founder and CEO Charley Humbard talks about the ratings success of his little network that could\" \/>\n<meta property=\"og:description\" content=\"Here\u2019s today’s dispatch from the crossroads of faith, media and culture. 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Kennedy","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.beliefnet.com\/columnists\/faithmediaandculture\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.beliefnet.com\/columnists\/faithmediaandculture\/#\/schema\/person\/e5d5ef9caeb6b01bcbf08ca6de6591c2","name":"John W. Kennedy","description":"John W. Kennedy is the founder and Dir. of Development of The Creative Universe Entertainment\u2122, a media consultation and development company focusing on the creation, development and support of high-quality mainstream entertainment that upholds positive timeless values, including trust in God. Current projects include \"Bryant Park\" (an uplifting romantic-comedy) and \"Photo Finish\" (an award-winning sci-fi TV pilot). 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