Branson-based TV show promotes travel, wares

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Springfield couple is behind Branson Jubilee'|ret||ret||tab|

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by Paul Schreiber|ret||ret||tab|

SBJ Reporter|ret||ret||tab|

pschreiber@sbj.net|ret||ret||tab|

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This fall, Branson should get a shot in the arm with the airing of "Branson Jubilee," a family variety show produced by seven-year-old Branson Broadcasting Corp., said Debra Moreno-Lowther, co-owner of the company with her husband, Springfield attorney Jerry Lowther.|ret||ret||tab|

The variety show, which most recently taped Aug. 24-31 at Branson Variety Theatre, promotes Branson as a destination, Moreno-Lowther said.|ret||ret||tab|

"The show was created to literally fill the hotels, the motels, the stages, the attractions," she said.|ret||ret||tab|

The pilot, hosted by Jimmy Osmond, was filmed during summer 2003. Branson personalities, as well as nationally known performers, are working on the project.|ret||ret||tab|

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Branson commercial|ret||ret||tab|

"The show is, for all intents and purposes, a commercial for Branson," said Jeremy McGraw, production designer for the show and designer of the project's Web site, which is under construction.|ret||ret||tab|

The segments taped Aug. 24-31 featured The Warren Brothers, Chely Wright, Lee Greenwood, Johnny Lee, Brad Cotter, Restless Heart, Crystal Gayle and the Branson-based orchestra Les Brown & The Band of Renown, said Ann Reinke, spokesperson with Concept Marketing Inc.|ret||ret||tab|

Additional entertainers involved with the project are Pat and Debby Boone, Glen Campbell, Tony Orlando and Mickey Gilley, Moreno-Lowther said.|ret||ret||tab|

Moreno-Lowther would not disclose production expenses for putting the show together, but McGraw said an estimate to date would exceed $1 million.|ret||ret||tab|

"The TV show is just a small piece of what they're trying to do. Basically, they want to create an international market for products that are unique to Branson, as well as the entertainers that make Branson their home," McGraw said.|ret||ret||tab|

During the show, spots retained by Branson Broadcasting Corp. will be used to promote its Web site, McGraw said. |ret||ret||tab|

It will provide personality interviews, information on stars' merchandise, vacation packages and other items connected to Branson,.|ret||ret||tab|

The show is "a couple of steps ahead of Hee-Haw' with more entertainment," said Irv Holender, chairman of Liberty International Entertainment in Los Angeles, the firm distributing the program.|ret||ret||tab|

Blending yesterday and today is the goal. One hope behind the show's chemistry is to create a universal appeal by mixing generations "between the old school and the new hot people together," McGraw said.|ret||ret||tab|

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Syndication|ret||ret||tab|

There have been 26 shows ordered through "barter syndication," said Moreno-Lowther. "We give the local stations, or the stations in the top 100 markets, the television show. They keep the regional spots; we keep the national spots."|ret||ret||tab|

This arrangement helps pay for the prime weekend time the stations are providing, she said.|ret||ret||tab|

About 22 shows have been completed, Moreno-Lowther said, adding that more than 400 hours of unedited footage remain to be worked on.|ret||ret||tab|

"We're shooting for 50 percent of the U.S demographic for quick clearance," or about 50 million households, Holender said. Through satellite operations, another 21 million homes could be added.|ret||ret||tab|

"If it lasts the 13 weeks, which we think it will, and gets a rating, it will be picked up multiple times," Holender said. |ret||ret||tab|

"Our aim, always, as a company is to try and get shows to stay on beyond three years. It develops a tremendous amount of product, catalog, so that the producers benefit from repeats," he said.|ret||ret||tab|

While Moreno-Lowther would not disclose any advertisers who may back the show, Holender said carmakers, medical and drug products and institutions offering credit cards have shown interest.|ret||ret||tab|

The objective is getting advertisers to go the season's distance. Ideally, the show would secure 13-week commitments or "continuity sponsors" that would stay on board the whole season to reduce the costs of editing the commercials in, Holender said.|ret||ret||tab|

Producers are scheduled to tape more shows this fall. |ret||ret||tab|

"Branson Jubilee" is Branson Broadcasting Corp.'s first Branson production, but Moreno-Lowther has done work with Home Shopping Network and QVC, according to McGraw.|ret||ret||tab|

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