WNYO, an independent Buffalo, n.y. television station, has its sights set on a coveted spot in the Southern Ontario and Toronto market via a cable discretionary tier placement, but is facing strong opposition from Ontario broadcasters and lobby groups.

Although the u.s. border station’s application, submitted to the crtc by a triumvirate of Ontario cablecos, is not expected to be approved, wnyo’s owner says he is willing to serve his viewing community by exploring the possibilities of financially supporting Canadian production.

‘Yes, we’re talking about carrying some Canadian programming or offering some compensation to an organization that would be helpful to Canadian production,’ says Milton Grant, president of Grant Communications, which also owns stations in Alabama, Iowa, Virginia and Wisconsin.

In operation for 16 months with nearly full penetration of the Buffalo cable market and a strong over-the-air signal reaching Ontario viewers, wnyo’s programming schedule consists of ‘family-oriented programming’ including syndicated drama and comedy series, movies and kids’ programming as well as shows from the WB Network. Shows on the station’s schedule include Dr. Quinn, Buffy the Vampire Slayer, Xena: Warrior Princess and Jerry Springer.

A decision is expected early this month on the cablecos’ applications to the crtc to distribute wnyo on a discretionary tier in Southern Ontario and the gta. Claiming the desire to add diversity and value to their cable packages, the applications from Rogers, Cogeco and Mountain Cable prompted interventions from the Canadian Association of Broadcasters, sptv, CHUM Television, Baton and Global.

The interventions argue that there is little market demand for the u.s. channel and that wnyo would not contribute to the diversity of programming services on cable because it duplicates many programs that Canadian stations already carry. The intervenors also contend that wnyo carriage would come at the expense of Canadian specialties not yet distributed and would have a negative impact on their advertising revenues.

Grant says his border station will not target Canadian advertisers and has no intention of opening a Toronto sales office.

In its application to the crtc, Rogers says that although wnyo currently offers no news programming, the station intends to air daily news and weather segments aimed at both Western New York and Southern Ontario residents. Rogers also states that the establishment of news bureaus in Niagara Falls and St. Catharines will ensure that the information presented by wnyo is relevant to Canadians.

wnyo is currently only available over the air in Ontario and claims an unduplicated reach of 100,000 viewers in the gta, according to a Nielsen survey conducted between May 12 and May 25, 1997 for the 7-11 p.m Monday to Sunday period. For the period 6 a.m. to 1 a.m., Monday to Sunday, wnyo had an unduplicated reach of 185,000, all without cable carriage, tv listings and promotion.

Grant says the most recent Nielsen survey, conducted between Feb. 2 and March 1, shows a reach of 359,000 Canadian viewers 2+ from 6 a.m. to 1 a.m.

Garry Dreispul, wnyo station manager, says only 8% of programming on wnyo duplicates that of Canadian stations in the Southern Ontario market and that the station offers programming currently unavailable to basic cable Canadian viewers such as wb shows, which make up 15.4% of its weekly schedule.