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I n a move resembling a
fast-paced game of scrabble, two Fresno television stations have
changed their call letters. KJEO 47 changed to KGPE, and on Monday,
September 26, KMCF 32 took on
KJEO
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| The change took place for two reasons.
Channel 47 has been purchased by the Ackerley Group of Seattle
Washington. In an act that leaves several local television industry
officials scratching their heads, Ackerly changed KJEO to KGPE.
According to a press release from Ackerley, the change will
reflect the company's mission statement, "Grow. Protect. Enjoy."
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The
call letters will be just one of the many changes at 47, such
as: automating the newsroom and controlling it remotely from
Bakersfield with a robotic news system. Said Denni Curley,
co-president and chief operating officer at the Ackerly
group.
"We expect the personnel and technology we devote to KGPE
will improve its local newscasts, which will increase ratings,
which will enhance our ability to generate advertising
revenue."
Channel 47 has had trouble maintaining competitive ratings
for its evening newscast. |
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The second reason for change is
Gary Cocola, president of Cocola Broadcasting Company. Cocola
owns 20 television stations, 10 in the Fresno area, including
channel 32. Cocola says he can't imagine Fresno television
being without the call letters
KJEO.
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The KJEO call letters have been a
fixture in Fresno television since 1953, when the late
Jack E. O'Neill established one of the earliest local
television stations, giving it his own initials, JEO. In 1963,
Walt Disney learned of the station from his son-in-law who
lived next door to the parents of one of the station's
employees. Disney's Retlaw company (Walter spelled backwards)
bought the station and later sold it to Fisher Broadcasting.
Fisher sold the station to the Ackerly Group for a reported
$60 million this past
August.
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Last week, attorneys for Cocola
were in Washington, D.C. at the Federal Communications
Commision to secure the KJEO call letters for channel
32
"The move was challenging, but worth the time and effort,"
said Cocola. "I'm doing this in memory of Mr. O'Neill and the
role he played in Fresno's television history. He was a giant
in the area, and a giant of a man." |
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O'Neill was a
self-made man. He came to California from Canada as a teenager
with virtually nothing, building his fortune on cattle
ranching and cotton. He served as president of the American
Automobile Association, was instrumental in establishing the
West Lands Water District and actively participated in
charitable institutions including Valley Children's Hospital
and Guidance
Clinic.
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O'Neill also had an eye
for trends, which led him to television. In a 1953 interview,
he stated (if not quite on the money, certainly close to the
possibilities),
"Television will play an important part in developing
the culture and education of this area. It will be a strong
factor in bringing religion into the home. I think it will
improve the general standard of
living."
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| Saving the
KJEO call letters was as act of passion for Cocola. Among
Cocola's childhood friends was Edwin R. O'Neill, son of Jack.
The two were junior high school students when KJEO signed on
to the
air.
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| Currently, Cocola is the largest
television broadcaster in the valley. He began his television
career in 1956 as the on-air host of Al Radka's TV Record Hop,
which aired for an hour Saturday evenings on channel 12
KFRE-TV. He continued this role until 1964 when he joined his
father, the late Morris Cocola, in the family produce business.
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First Love
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In 1985 Cocola returned to his
first love, television, and established his own station. This
rapidly led to owning more over-the-air stations offering
programming from home shopping to pay-per-view music
videos.
"I've always seen television as a way
for people to reach out to the broader world and as a way for
the world to reach people who might be far removed from it,"
said Cocola.
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Channel 32 is a free, over-the-air
station. All that's required to recieve to recieve the signal
is an antenna, it's not available on the cable network. The
"New KJEO's" programming is nostalgia-oriented, airing shows
like: The Lucy Show, Bonanza, and McHale's Navy. Observant
viewers will know that the Clampets brought $100 million with
them to Beverly Hills. Classic movies starring the likes of
Cary Grant and Elizabeth Taylor are also
featured.
"Channel 32 is the perfect venue for
the KJEO call letters," said Cocola. "What better way to link
our new slogan? KJEO, television the way you
remember." |
Business
Journal
article by Don A. Wright
reprinted with permission
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