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audience," said Davidovich. "Operating as a consortium made our meetings difficult, unfocused and unstructured, like a bicycle wheel with spokes going in different directions. We then formed a not-for-profit corporation, The Artists' Television Network, and Soho Television became a project of that corporation. The consortium was too large a body. Now we have stability, a board of directors, officers, a research-and marketing plan, and a colorful, professional product of artistic and technical quality. And we are using professional techniques to promote our output."

"We changed the name to Soho Television because Cable Soho was too limiting a name. People might take us for an electrical company. ATN also gives us room for expansion by taking programs of Soho Television, and putting them on cable stations throughout the country via satellites. At the same time, we can receive programs from different locations to put on our regular programming in New York." 

Davidovich believes in organizational team effort, pyramid style. He is a decisionmaker who takes full responsibility for his actions. "Collectives don't work," he said. "There are too many chiefs and not enough indians in a consortium. No one takes the blame."

ATN received a $4,5000 National Endowment for the Arts (NEA) grant for the feasibility study, but their programming proposal was shot down by two different NEA panels as well as by the New York State Council on the Arts (NYSCA). The project seemed too new, too embryonic, but thanks to the efforts of Brian O'Doherty, director of the NEA Media Arts Program, ATN eventually received a $20,000 grant for programming. Davidovich, grateful to O'Doherty and NEA, said: 

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August 1978

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Central at Wabash - Wichita, Ks 67214
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VIDEOTEK GOES WEST
September 1, 1978, Videotek goes West to meet the growing demand of its West-of-the-Rockies dealers. The branch office and new distribution center in Phoenix, Arizona will facilitate sales, service and delivery of Videotek's complete line of closed circuit and professional color monitors.
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69

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