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mmImml""mmll BUSINESS I
Studio Prepares
For Media Blitz
JOEL BAINERMAN
Special to The Jewish News
U
zi Peled has been
waiting 15 years for
the time when Israel
would offer its citizens a full
array of media options and
when his Telad Studios in
Jerusalem could provide tele-
vision and production ser-
vices to all of them. That time
has come.
Peled claims that Telad is
already Israel's largest pro-
duction house producing
more than 350 programs a
year and seven weekly series
for Israel TV.
He's sure Telad will win one
of the three franchises to be
offered in a tender for the se-
cond annual channel at the
end of this year. The company
is preparing for the advertis-
ing blitz by building addi-
tional production and editing
studios in Tel Aviv to meet
the advertisers requirements
for commercials.
To finance the expansion,
the U.S.-based Shamrock
Holdings Corp., an invest-
ment arm of Walt Disney, has
invested about $4 million
jointly with Discount - In-
vestments in an equity pur-
chase of Telad Jerusalem
Studios. Shamrock holds 49
Joel Bainerman of Jerusalem
writes about business and
economics.
percent of the shares with
Discount Investments and
Peled controlling the rest.
Shamrock has already provid-
ed a $1.1 million interest free
loan to Telad. The new invest-
ment will wipe out Telad's
capital deficit.
Telad's long-term business
plan calls for them to provide
production facilities to cable
TV in addition to taking an
active role in the second chan-
nel. Peled doesn't view cable
TV operators as competitors
as the second channel will be
financed by advertising, not
cable TV subscriptions. The
first channel is financed by
the Treasure and license fees
from the public. He envisions
cable taking one-third of the
market, with the remainder
being split between the first
and second channels.
Working with Israel Cable
Programming Company, in
charge of the cable TV com-
panies' acquisition of foreign
programs, Telad will produce
the two and half hours a day
"Children's Channel." This is
part of the cable TV's assort-
ment of options available to
cable TV subscribers.
Although programming
will be produced abroad Telad
will add 30 minutes of fillers
to provide a total package to
the cable stations. As the in-
dustry progresses other chan-
nels will be added, including
a family channel, a sports
channel and a movie channel.
Off
w
489-8070
The Games' braintrust: Harvey Rubenstein, Jay Robinson, Mark Said-
man and Jerry Eisenshtadt.
Off
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THE DETROIT JEWISH NEWS
27