Local viewers are tuning in to free TV again

Irked by the growing number of reality shows, Minneapolis salesman Jay Weberling considered tossing his six television sets out the window. But lately, he's been soothed by old episodes of "The Beverly Hillbillies" and "Perry Mason," as well as a steady stream of music videos.

He's not getting them through his computer, cable system or Netflix. They're all coming through his rooftop antenna.

More and more, beloved sitcoms, classic films, weather reports and even hip-hop showcases are being offered on free TV, as Twin Cities programmers experiment with subchannels -- additional feeds that became available in 2009 when the country switched from analog to digital.

"They have been like godsends in terms of offering other kinds of entertainment," said Weberling, a 53-year-old who has never paid for television. "I don't think I've come across anything I didn't like."

Subchannels could play a significant role in the Twin Cities because 333,000 households have no interest in coughing up $100 a month for cable or satellite. That number represents 19 percent of the population, the highest share for any major metro in the United States. (The average "antenna only" number in the other top 15 U.S. markets is 9 percent.)

That's up slightly compared with the pre-digital era. But that group could get larger as more local viewers cut the cord on their cable and discover options on free TV. According to Tom Glynn, KSTP-TV's research director, about 54 percent of Twin Cities households subscribe to cable and 28 percent use a satellite dish.

Mike Reiss, 31, of South St. Paul, recently dropped cable to save money. He loves WUCW's two feeds that provide mostly music videos.

Hubbards take the lead

The most ambitious player at this point is KSTP, owned by Minnesota's Hubbard family. The ABC affiliate recently launched two subchannels: MeTV, dedicated primarily to classic shows, and ThisTV, which focuses on timeless movies. Both are programmed by Chicago-based Weigel Broadcasting.

Glynn believes that companies will want to advertise on both subchannels because of the people expected to be watching. According to USA Market Research, 46 percent of over-the-air households in the Twin Cities earn more than $50,000 a year and 18 percent of those viewers have a college degree. Adults 18-34, the demographic most coveted by advertisers, make up 34 percent of antenna or rabbit-ears users.

"I think there's opportunity out there," agreed WUCW's general manager, Phil Waterman. "There's no reason for us to think those consumers aren't important, because they are."

Some affiliates have yet to tinker much with their additional feeds.

KMSP isn't doing anything right now, but Fox, which owns the station, will soon start experimenting in New York City and Los Angeles by dedicating subchannels to Bounce TV -- mainstream programming aimed at black viewers between the ages of 25 and 54. Its board of directors includes Martin Luther King III and Andrew Young.

Just how many people are watching is impossible to say, because the Nielsen Co. doesn't track the subchannels' ratings in the Twin Cities. KSTP will have a better idea when Nielsen conducts a three-month trial run early next year.

"We won't be able to use those numbers on the street, but we assume that it's going to be better than some cable stations," Glynn said.