According to Advertising Age, Macrovision Solutions Corporation (NASDAQ: MSVN) has sold the iconic TV Guide to the private equity firm OpenGate Capital. For $1. One freaking dollar! And, even worse, Macrovision is loaning OpenGate $9.5 million at 3% interest to cover the cost of reinvigorating the brand and fulfilling the obligation to serve its current subscribers.
As a child, I would pore over TV Guide, imaging what wonders lay in store for me in the coming week, unaware that the shows would almost always fall short of their promise. For many years, TV Guide and broadcast television were virtually inseparable. Now it's worth a cup of coffee.
The sale demonstrates the difficulty faced by businesses that try to do in print what the electronic world can do better. Want to know what's on tonight? Sites such as AOL Television can provide up to the moment listings, with links and background. With a majority of Americans on cable, program listing are only a button push away. Traditionalists can still find listing in the newspaper.
The type of insider features that were once the meat and potatoes of TV Guide have become core programming for a multitude of magazines such as People and another dying franchise, Reader's Digest. The airwaves are replete with meta-TV programs about TV programs, such as Entertainment Tonight.
No doubt OpenGate intends to reinvent TV Guide, but I have doubts that there is enough value left in the brand to claw its way back to relevancy.
However, I can't quibble that The Price Is Right (CBS, 11:00 a.m.).











Reader Comments (Page 1 of 2)
10-16-2008 @ 12:16PM
beachpaul said...
Who did they sell it to? Their Brother-in- Law?
10-16-2008 @ 12:31PM
Amey Stone said...
I remember begging my mom to let me buy readers digest at the super market as a kid in the 1970s. It was better than candy.
10-16-2008 @ 8:09PM
getwau said...
You know, there is opportunity lurking all over out there. There are people making strategic moves and will make a fortune from this period. Everything is on sale: businesses, real estate, stocks, etc. It just comes down to having the liquidity to start taking advantage of the bargains.
We will shake our heads at the missed opportunities when we look back.
EVERYTHING WILL REBOUND!
CASH! Piles of cold hard cash is the best way to weather the current economic situation. I discovered one of the best books you'll ever find about finance, "How to Become Filthy Rich on Your Current Income" at www.how-to-become-rich.com. If people read books like this one we would not have the current situation we do. As many people see doom and gloom right now, I see opportunity.
10-16-2008 @ 8:37PM
pegasys said...
I stopped buying the TV guide when they increased the size and tried to turn it into People magazine. The previous size and content were perfect. I don't think the internet is the problem, I think their real mistake was instituting the changes that didn't have anything to do with TV programming.
10-16-2008 @ 8:57PM
Ray said...
I subscribed to TV Guide for decades. Then they changed their format from the customized, local format to the generic national format. There were lage gaps in their coverage. It was inadequate. I wrote a letter of complaint detailing all missing coverage. Their form letter response essentially told me to stick it in my ear. When the subscription ran out, I stuck it in their ear - I didn't renew!
10-16-2008 @ 9:26PM
Judy B said...
The reason TV Guide has gone in the toilet is because although it's CALLED "guide" it's not! It has limited listings now. Only prime time hours are covered. And forget any regional channels. What a waste of money. The changes they have made over the last couple of years have all been stupid!
10-16-2008 @ 9:57PM
Roger said...
I totally agree. When TV guide went to a full size magazine, that did it for me.
I wanted a the digest type of look, so I would surf the channel with one hand and look at the TV Guide with the other.
And it was easy to lay on the end table.I went to the local paper for their tv guide, and they eventually did the same thing.
They should have sold it to Reader's Digest, and they could have printed it up for some kind of cost, and had the machinery to do it.
Why is it that people seem to the think bigger is better.
NOT!!!!
10-16-2008 @ 10:06PM
Analyze This said...
TV Guide has turned in to a crappy magazine. I loved the old version that fit nicely on the end table and remote rack. I still page through some of the old editions we kept for prosperity and once in awhile I pick an oldie up at an antique show or garage sale. Bring back the OLD TV Guide PLEASE!
10-16-2008 @ 11:17PM
Marcy said...
I am so glad to have this opportunity to voice my feelings about the changes they made to the original T.V. Guide. I hate the new format no listings before 6 PM and none after 11 PM, frustrating and I am stuck with them for the next year, somehow I should have known better but after my local newspaper did the same thing I felt anything was better than nothing. I loved my old TV Guide I have many saved just because of the covers, I am not a collector. It was so nice to have around the house, Anyway hope someone goes back to the old format and I'm happy to find out I'm not the only one out here, I thought there might be something wrong with me or maybe I was just a dinosaur who couldn't stand change.
10-16-2008 @ 10:37PM
cornflower said...
i would still buy tv guide even tho you can get info from computer or tv if they hadn't changed the format. the new format was hard to read and it wasn't as interesting anymore
10-16-2008 @ 10:48PM
Cathy said...
DITTO!!! I also wrote to them to bring back the old TV Guide and the old format. They told me they changed it because that's what everyone else wanted. I'm glad to see I was right and they were wrong. I don't like the new one but I still subscribe to it because I can lay out my entrie week as to what I'm going to record on my VCRs (yes, I said VCRs - I don't pay a monthly fee for my VCRs). However, I still have to rely to on line TV Guides for weekedays before 8:00 and every night after 11:00. Maybe more people would still subscribe to it if they gave us what was once a great magazine. I hope the new company goes back to the old format.
10-16-2008 @ 10:58PM
L R Adams said...
They sold it for what it is worth. We took this worthless guide for a year. The only other time I had ever seen stuttering and stammering in print was an article I read in the NYT
10-16-2008 @ 11:13PM
H. Boroumand said...
When Macrovision acquired Gemstar-TVGuide, the purchase included the online internet guide www.tvguide.com. The dirty little secret that Macrovision does not want any potential buyer to know is that they face pending legal action, because that specific property incorporates assets (including intellectual property assets) that were not honestly acquired. Interestingly, they also fail to mention the threat of legal action in their SEC releases.
10-16-2008 @ 11:34PM
John said...
Tom:
"Loan" is a noun. "Lend" is a verb. Should have learned that in high school.
10-17-2008 @ 12:05AM
May said...
T.V. Guide used to be just that, a guide. I am 53 years young and I remember how cool the "guide"was. Back in the '90s it somehow turned into nothing but PR. What they covered went by who paid more to be covered! Total Public Relations! No more Guide! I've missed it for years!
10-17-2008 @ 11:03PM
Cheryl said...
The big TV Guide was horrible. I couldn't find anything in all those listings, and when I did find a program that sounded good, it wasn't a local channel in my area or on my cable network. It made TV Guide useless, useless, useless. What a shame. Now I just use the TV Guide channel on cable. My husband used to save the old, small TV Guides. We have boxes and boxes of them up in the attic.
10-17-2008 @ 12:55AM
Daniel said...
www.DanielDickey.com had the full artical about this. it was really funny.
10-17-2008 @ 12:56AM
BOB said...
I AM NOT A OBAMA FAN. THE FACTS ARE NOT REVEALING AS TO HIS ANCESTRY. HOWEVER, TO QUESTION HIS FATHER'S PRESENT SITUATION IS RATHER ABSURD. THE POOR MAN WAS KILLED BY A CARELESS DRIVER WHEN OBAMA WAS A CHILD. TRY TO GET THE FACTS STRAIGHT BEFORE KILLING THE DEAD.
10-17-2008 @ 1:56AM
david french said...
You just don't get it. People like the interface of a mag like TV Guide verses having to boot up a computer and go to AOL. Where did you learn anything about value props.
10-17-2008 @ 2:21AM
Brian said...
I delivered TV Guide door to door in the 50's, 1 out of 20 would not even pay me at $0.15 a week. Then they went to mailing them out. TV Guide was great when it was small. All good thing come to an end.