Matthew Davidge is a well-known figure in the broadcast television industry for his involvement with SagamoreHill and his position as CEO of Roseland Broadcasting Inc., owned by Julie Huang.
On June 27th, Davidge will be launching a new over-the-air television brand called PurpleTV, aimed at bridging the gap between Republicans and Democrats. The channel will feature bite-sized videos and informational text tailored to what the project refers to as the “purple majority.”
PurpleTV will be broadcast on Roseland-owned WWMW-LD, using digital VHF channel 9 and PSIP channel 16 to reach the Milwaukee area. The channel aims to provide a balanced perspective not typically found on mainstream cable news networks like Newsmax, OAN, FOX News, MSNBC, and CNN.
While Davidge does not hold U.S. citizenship and supports the Democratic party, PurpleTV is a separate venture from Roseland, leased through a programming services agreement. The channel is designed to offer a unique viewing experience, resembling an internet feed or social media stream rather than traditional TV programming.
PurpleTV will air from 7 pm to 11 pm, Monday through Friday, focusing on interactive features and bite-sized political content. The channel will cover various aspects of politics, including voter registration, down-ballot races, and voter turnout.
With a viewership of approximately 600,000 people in Milwaukee, PurpleTV aims to engage voters ahead of the 2024 Presidential Election. The channel’s focus on Wisconsin reflects the state’s importance in the political landscape, particularly as a battleground between Republicans and Democrats.
Davidge expresses concerns about the erosion of democratic norms in contemporary politics, emphasizing the importance of upholding fundamental rules and frameworks of governance. PurpleTV’s launch in Wisconsin signals a strategic effort to engage voters and promote political awareness in anticipation of the upcoming election.
While the channel’s initial focus is on Wisconsin, there are plans to expand PurpleTV’s reach to other regions in the future. Streaming options will be available on PurpleTV.com, offering viewers a new platform for accessing political content and engaging with current issues.