2004 was a notable year for television viewers. “Friends” wrapped up its 10-year run; Ken Jennings had his first winning streak on “Jeopardy!”; Illinois senator Barack Obama made a splash with a keynote speech at the Democratic National Convention; new series “Lost” and “Desperate Housewives” became obsessions. And the news was constantly filled with stories from the Iraq war.
Then, on Oct. 30, a network known as the Gospel Music Channel was born. “I remember thinking ‘Wow, it’s the perfect time to have something positive and uplifting and there was probably nothing more hopeful than gospel music,” says Charles “Charley” Humbard, the founder and CEO of UP Entertainment.
Humbard is aware that a faith-based music channel might not have been the obvious choice for a new network, but he saw indicators that told him they were on the right path. “The landscape was really good at the time,” he says.
“‘The Passion of the Christ’ had come out and really opened eyes to this audience that are more faith-oriented in entertainment. Also, gospel music was as big in sales as country music, so we had some really interesting things working for us.”
So when the network launched, its music-heavy programming slate featured Christian music award shows, music video blocks as well as concerts, singing competitions and artist biographies.
After five years, Humbard noticed they were doing something right when compared to other new networks. “At the same time, the NFL Network launched, and we outgrew the NFL Network. That was something I always looked at as a pacer because I know how popular that was,” he says. With the network in 70 million homes, it also signaled that it was time to start broadening their scope beyond gospel music — and in 2010, they rebranded as GMC.
Under the new name, the network began making its own faith-based films as well as acquiring inspiring broadcast series like “Highway to Heaven” and “Dr. Quinn, Medicine Woman,” but staying on brand wasn’t always easy.
“There’s a lot of temptation to go out and buy certain shows that we know might rate better, but we put them up against the measuring stick of, ‘Is that what our audience expects?’” he says. “It may not grow our audience as fast, but it’s the right thing to do to grow trust with your audience. For us, that is essential.”
However, the network met an unexpected obstacle given the importance of an online presence. The GMC name came with a large problem. “There was also this little truck company in Detroit that wouldn’t give up: GMC.com,” Humbard says with a laugh about the popularity of General Motors Company’s vehicles in America. “So, we got back to work not long after that to come up with what would be the right name for us.”
Inspiration came to Humbard during a family trip to Cape Canaveral, Fla., where conversations about the many space launches shooting into the sky sparked an idea.
“We had always been about uplifting entertainment so why not just be ‘UP?’” he recalls. “The name really worked for us, and it drives home what our brands represent in the market.” On June 1, 2013, GMC became UPtv, as it’s still known today.
Currently, the network airs a mix of acquired family dramas like “Heartland” as well as continuing to air broadcast sitcoms like “Last Man Standing” and procedurals like “Blue Bloods,” which ensure their schedule isn’t stuck in the past.
“Most of our acquisitions are newer and not 50-year-old shows like some of the other networks that are out there doing family programming for people over 70,” he says. “‘Last Man Standing’ has a lot of current issues that they deal with, but we think that’s good. ‘Heartland’ has modern day issues, too. Our audience expects that we tell stories about people who are broken, and I think it’s important to tell those stories.”
An original movie slate with mysteries and romantic comedies are also a big part of today’s business with an eye on giving some of them a longer life. “Positive and uplifting movies are a staple for us, but we’re also looking at opportunities now to really develop movies into series,” Humbard says.
Currently, the network is gearing up for a robust holiday slate.
“We’re doing over 500 hours of programming again this year and we’ll have 12 movies premiere, too,” he says. In addition to their new films, with stars like Vivica A. Fox and William Baldwin, music is still a part of the mix with the special “Gaither Vocal Band: New Star Shining” set to air on Christmas Eve. Also, the “Most Uplifting Christmas Ever” sweepstakes returns for a third year with one lucky winner taking home a $10,000 cash prize with another $10,000 going to the charity of their choice.
Always looking for a way to extend its reach, the brand has not only partnered with existing network Ovation and its free ad supported video on demand channel, Journy, UPtv has also branched out into the streaming world. UP Faith and Family features acquired drama series like “Hudson & Rex” and “The Chosen,” while aspireTV and aspireTV+ offer programming for Black viewers, and GaitherTV+ brings country, bluegrass and gospel music to audiences.
“We still service our cable operate partners, but the real growth area of our business is now learning how to sell directly to consumer,” Humbard says. “We’ve become a subscription company, which is a very different business than it was.”
This year, their tried-and-true brand message is out in the world as the network is launching National UPlift Someone Day on the Oct. 30 anniversary date. “If there’s anything that America needs right now, it’s this day,” Humbard says of the event, which will be held annually. “This is a movement to really reach out into the communities and our employees on our anniversary day. We’ll be putting together care kits for the unhoused and we also have a national partner, Feeding America, which has a way for local communities to get involved.”
It’s that commitment to community that has helped keep UPtv consistently on the same path it embarked upon 20 years ago. With a current total distribution of 42.8 million households, UPtv has been able to keep up with the times, but Humbard knows the best barometer for success is easily found by looking to the audience.
“Our audience has told us what they want to watch and we’re going to give it to them, so we remain uplifting, and I think really true to, after 20 years, where we began.”
And while Humbard admits to keeping an eye on the competition, he isn’t losing sleep over what similar networks like Hallmark are doing when planning UPtv’s future.
“We believe that quality entertainment with uplifting stories will have a positive impact on people’s hearts and change our world,” he says. “We feel like we’re the leaders — and we keep trying to look out the front window, not the rear view.”
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