The Recovery Network Aims at Niche

NEW YORK (AP) Go ahead, take your best shot. Bill Moses expects a joke or
two when people find out what he does.

He's the president of the Recovery Network, a new television channel devoted
exclusively to substance abusers, their family members or those who are just
mighty curious about other people's problems.

``If people can make fun of us, that's a good thing,'' he says. ``For too
long, this is something that has been hidden in a closet.''

The Recovery Network was perhaps inevitable in a multichannel television
world, where there are already networks devoted to the weather, to film clips
about animals and coverage of congressional hearings. Niche marketing to a
splintered audience is all the rage.

But endless stories about drunks or addicts falling into their personal
gutters? It's tempting to arrange livingroom chairs in a semicircle around
the television and chainsmoke cigarettes when the Recovery Network is on.

Moses is convinced there's a market out there, and perhaps bookstores crammed
with selfhelp volumes bear him out.

More than 88 million Americans suffer from or are directly affected by
alcoholism, drug abuse, eating disorders, child abuse, depression or gambling
problems, he says; someone in his own family struggled with alcoholism 15
years ago.

People reluctant to be seen at an Alcoholics Anonymous meeting may be
persuaded to turn on the Recovery Network, he says.

``By delivery into the privacy of one's home, you get rid of a lot of the
stigma and hesitation,'' says Moses, a former investment banker.

His goal is to build the Santa Monica, Calif.based Recovery Network into a
24houraday operation, but it started small on April 1. It's available now
in about 11 million cable homes for two hours a day 6:307:30 a.m. and
1011 p.m., ET on local access channels. Like many television
entrepreneurs, he's positioning himself for a time when cable channels are
more plentiful.

A test run in Boston last year convinced him the Recovery Network can reach
people. When the network was made available in 150,000 homes, its tollfree
help line logged more than 300 calls.

Moses has tried to avoid political quicksand by not aligning his network with
one specific recovery method. He has formed the National Partnership for
Recovery & Prevention, drawing in 24 separate organizations that fight
substance abuse.

Ultimately he'll have to answer this question: Is 24 hours a day of selfhelp
lingo 23 hours or even 24 hours too much?

Even an expert who likes the idea wonders if it will be interesting enough
for people to tune in.

``It probably wouldn't be really viewable television in the sense of
entertainment value,'' said Paul Wood, president of the National Council on
Alcoholism and Drug Dependence. ``But if people are in desperate need, they
would tune into things they would not otherwise watch.''

Wood hopes the network mixes in a strong educational component, alerting
people to the symptoms of addiction and telling them where to get help.

The network now features three shows. ``Full Circle'' shows group recovery
meetings on a range of topics, including substance abuse, smoking, family
problems and a cocktail of addictions. ``Testimony'' is a halfhour show
featuring one person talking about his or her problems.

On the unfortunately named ``Bottoms,'' addicts talk about hitting their
lowest point.

With expansion, Moses hopes to add ``Recovery Theater,'' with movies like
``Arthur'' and ``Days of Wine and Roses'' that touch upon addiction themes.
He also wants a daily news program and one where issues are debated
pitting, for example, an expert who believes people with alcohol problems can
drink moderately against those who favor total abstinence.

``We're not prohibitionists,'' Moses says. ``Our main goal is to give people
the tools and information if they or their loved ones have a problem.''

Don't look for the Budweiser frogs, however. The Recovery Network will be
sensitively selective with its advertising. Early clients include the Wall
Street Journal and a number of treatment facilities.

Moses believes he'll ultimately succeed because he's offering something
different on the cable dial.

``It's not another news channel,'' he says. ``It's not another sports
channel. It's not another general entertainment channel. It's a channel
that's meant to provide help to people.''