Media Critic recently had a few cold beverages with an individual who was there when Phil Arno began his ill-fated journey and has nothing good to say about his association with the former Ch 4 news photographer. "Phil Arno's handshake means absolutely nothing," said this insider. "I helped this man realize his dream to buy a television station by applying the skill set I acquired over 40 years in the business. At the end of the process Phil Arno proved to be an ingrate, a man who's word meant little and has zero honor." Now those quotes are certainly harsh and I wish I could put a name to them, but believe me, I know this person and take every word as gospel.
Phil Arno got off to a rocky start in his second year on the air with his Buffalo Night in America event held in the parking lot of the Eastern Hills Mall. The event was Arno's idea and he insisted on following through with the night despite warnings from his Sales Manager according to my source. In fact, I'm told the WBBZ promotion lost well over $100,000 and was very poorly attended.
To his credit Phil Arno has shown a remarkable ability to hire veteran, experienced broadcasters from the local market. However, Arno has failed to keep any around for an extended period of time. Currently Phil Arno has former WIVB GM Chris Musial on board and it's anyone's guess how long Chris will stay on. Musial has been seen in the back ground of several of programs carrying cables and acting as floor director, not what he was used to at Ch 4. Only former WKBW-TV promotional manager John DiSciullo has hung around beyond three years and I'm told he has tried more than once to get back to his former station but has been unsuccessful.
Phil Arno is quickly losing his small fortune according to another former partner who is in a position to know. I'm told Phil Arno has lost over 5 million dollars thus far with his local TV experiment and there is no end in sight to his losses. One former sales manager tells Media Critic that Phil Arno's decision to use Me-TV as his network back drop was the first major mistake. Me-TV with it's aging sitcom programming from the 1960's and 70's draws minuscule ratings and those who do watch are in the their 60's. Old demographics and small viewing numbers are a one-two punch that means eventual bankruptcy.
Phil Arno bragged to Pergy that if he got into local news he would quickly become the second rated news station. To understand just how ridiculous that statement is just look at the local programming Phil Arno is creating in 2016. The list includes a game show called Bragging Rights with flexible rules, no real winners and production values that rival a junior high play. Another show is a remake of the old antiquated bowling format show called Beat the Champ. The original Beat the Champ was recorded in black and white and one would think Phil Arno is trying to re-create that look with the inexpensive cameras he uses out in the field. They also, believe it or not, use a dry board with a marker to keep score. Not even an old chyron deck available to animate the score on the screen for Phil Arno's version of Beat the Champ. Phil Arno has even brought back his version of Pick a Polka which has dancers easily over the age of 70 filling the dance floor. Then finally the one that really tells you why former camera guy Phil Arno bought a TV station, a studio show called Talk of the Town in which Phil Arno is the co-host with talented local actress Kim Piazza. Not sure what Phil Arno is worse at, owning a television station or acting as a on-air host on that very station?
Phil Arno has been compared by some veteran observers to Dick Greene, owner of WECK and WLVL radio. The consensus is Greene overpaid for WECK radio in 2007 when he spent $1.3 million on the AM station with a weak signal. Some see Greene's battle to be competitive among the corporate radio giants identical to Phil Arno's struggle in TV. However, Greene seems to have turned the corner with WECK radio and also has WLVL radio in Lockport to help pay the bills. If Phil Arno's former associates are being honest with Media Critic and I believe they are, then Arno has already lost eight to ten times more than any losses Greene may have suffered.
The tough financial situation has also forced Phil Arno to now pay his sales staff on an hourly wage with a possible bonus at the end of the month if a targeted sales number is reached. Asking around town, no one has heard of paying a television sales staff on an hourly rate instead of the tried and true commission method.
To add insult to injury, apparently the Eastern Hills Mall has other plans for the store front Arno rents there for offices and studio. This latest development has forced Arno to seek an empty facility elsewhere. Such a move would cripple the already cash strapped operation.
Media Critic has learned that Phil Arno is hot to sell WBBZ before he loses what is left of his legal settlement. According to sources in the know, Phil Arno has reached out to numerous millionaire businessman in Buffalo including Terry Pegula, Carl Paladino, Russ Salvatore, Bob Rich and even Tom Golisano, but to no avail. The ledger sheet is a nightmare according to a former numbers guy who has knowledge of the gallons of red ink at the bottom of the page.
So what looked like a possible "feel good" story in 2010 when word of Phil Arno resurrecting the dark WNGS leaked out, has now turned into yet another "local owner went broke" tale. Phil Arno will be the latest local entrepreneur to fail in a business dominated by corporate conglomerates.
Phil Arno's end will be much like that of the mythical Don Quixote, who initially seemed to be a charming and romantic character, but in the end simply suffered from mental illness. The song "Impossible Dream" could well be Phil Arno's theme song.
