Welcome,

Thank you for your interest in the Alliance for Diversity in Programming (ADP), a coalition of minority programmers and leading civil rights organizations devoted to preserving diversity in television programming. ADP is headed by Co-Chairs Johnathan Rodgers of TV One and Michael Schwimmer of Sí TV and is proud of the diversity of interests that have joined us in the effort to protect programming tailored for minority audiences.

In August 2004, this Alliance, together with scores of leading civil rights and civic organizations, led the successful fight against special interests that were urging the FCC to adopt à la carte regulations, federal requirements that cable programming must be made available on a channel-by-channel basis. This letter, sent to the FCC, was signed by numerous civil rights and minority activists and was in part responsible for turning the tide against à la carte.

The current practice of the shared platform, whereby new programmers can be part of widely distributed tiers, is the lifeblood for minority programmers. From the perch of this shared tier, new programmers can reach out to viewers who sample their programming; attract advertisers based on the potential viewership that results from channel surfers and newly won customers; and benefit from an irreplaceable marketing boost for emerging networks. Virtually all programmers agree that à la carte could be the death knell for all but the biggest and most established networks.

Take for example our networks, TV One and Sí TV, targeted respectively toward African-American adults and English-speaking Hispanics. Viewers who aren’t African-American or Hispanic – and might not purchase our networks on an à la carte basis – may occasionally come across something of interest on our networks that could draw their attention and expand their awareness about our cultures and traditions. Under à la carte regulation, this opportunity for viewers to discover our culture and quality programming could never occur.

Three government studies and several other independent reports from financial analysts all conclude that à la carte would have disastrous consequences. Not only would it seriously harm smaller programmers, it would raise costs for consumers who watch more than 11 channels – as most of us do. Thus, these studies conclude, à la carte would force consumers to pay more for less and represents the ultimate media concentration policy.

ADP appreciates your interest and support. Please consider adding your voice to this fight for diversity and equal opportunity in cable programming and check back here regularly for updates.

Thank you,

Johnathan Rodgers & Michael Schwimmer