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WCLQ-TV's proposed change in format will be welcomed by its independent competitors, which expect to pick up advertising dollars and programming once Channel 61's sale to the Home Shopping Network becomes effective.
"It's a win for everybody," said Hugh "Scott" Seaholm, an accountant with Meaden & Moore in Cleveland who specializes in broadcast acquisitions.
Seaholm said the Cleveland television market generates about $120 million in advertising revenue, of which independent stations traditionally capture 17%, or about $20 million.
The sale basically leaves two standard independent stations competing for that share of advertising, he said.
But Jack White, vice president and general manager of WCLQ, doesn't believe competitors should discount WCLQ's ability under the new programming to capture its fair share of viewers and advertising dollars.
"Advertisers, if they think this through, will see the (WCLQ) viewers are buyers . . . They are conditioned and in the mood to buy," said White, who intends to leave WCLQ after the sale is completed. White said...