Chicago Sun-Times
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Window to the World Communications is adding a new digital TV channel to its portfolio of television and radio outlets, which include public television station WTTW-Channel 11, WTTWHD, Create, the Spanish language station Vme and radio station WFMT-FM (98.7). Scheduled to go live on Mar. 30, the new digital channel is called WTTW Prime. The new channel is intended as an alternative to WTTW's regular programming, and will include repeat showings of some of WTTW's favorite programming, including "Check, Please!" and "Antiques Roadshow. WTTW Prime also will be an outlet for a number of public affairs programs and exclusive specials and series, in addition to new programs such as "Exchange" with Daljit Dhaliwal and "Inside Washington."

The addition of WTTW Prime is not expected to add much in the way of overhead to Window To The World's television operations. WTTW's Vice-President of Content Dan Soles will make most of the decisions about what programs will air on WTTW Prime. While the added digital outlet won't entail new staffing or added costs to produce programs, it does offer the potential for additional income if WTTW can find new sponsors to underwrite the programming on WTTW Prime or possibly increase the sponsorship fee for existing WTTW sponsors of shows that also air on the new digital outlet.

WTTW Prime will air on 11.2 for viewers with converter boxes or over-the-air digital TVs, and through Comcast on Channel 243.

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Lewis Lazare has written the Media Mix column for the Chicago Sun-Times for the past seven and a half years.

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