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Bud Paxson

Lowell W. "Bud" Paxson (April 17, 1935 – January 9, 2015) was an American broadcasting pioneer and entrepreneur renowned for co-founding the and establishing Paxson Communications Corporation, which grew into one of the largest owners of television stations in the United States. Born in , Paxson began his career in radio as a teenager and became a key innovator in home shopping and family-oriented television programming. His ventures revolutionized direct-response advertising and expanded broadcast reach to millions of households nationwide. Paxson's early career in broadcasting started in , where he worked odd jobs at local radio stations before attending and transitioning to on-air announcing roles. In 1954, at age 19, he purchased the WACK radio station in , marking the beginning of his ownership ventures as a , salesman, and . A pivotal moment came in 1977 when, during a radio broadcast, he sold 112 electric can openers in one hour, inspiring the concept of televised . This led to his partnership with Roy Speer in 1982 to launch the Home Shopping Club, which rebranded as and expanded nationally by 1985, pioneering the format and generating billions in sales. Building on this success, Paxson founded Silver King Communications in 1986, acquiring 12 television stations in major markets, and took Paxson Communications public in 1994 through a reverse merger. By the , he had assembled a 46-station radio empire, which he sold to Communications in 1997 for a significant profit. His most ambitious project was the launch of PAX TV on August 31, 1998, as the seventh national in the U.S., focusing on wholesome, content and reaching 88 stations and approximately 75 million households—about 75% of U.S. TV homes at the time. Under his leadership as chairman, Paxson Communications owned 66 full-power UHF stations by the late , solidifying his status as a media mogul with over 40 years of innovation in the industry. Paxson received numerous accolades for his contributions, including the 1997 Broadcaster of the Year from the Association of Broadcasters, the 1998 Outstanding Business Leader Award, and the 1999 Entrepreneur of the Year. He passed away at his home in , on January 9, 2015, leaving a legacy as a restless entrepreneur who transformed radio and television commerce.

Early Life

Birth and Family Background

Lowell White Paxson, known as Bud Paxson, was born on April 17, 1935, in . He was the son of Donald Paxson, a for , and Maybelle Paxson. Paxson's family provided a modest, working-class environment in , with limited public details available about siblings or extended relatives. This setting, centered in the industrial city of , emphasized practical values and , which helped nurture his innate curiosity about communication and from a young age. During his childhood in , Paxson displayed an early affinity for the entertainment business, including interests in and that hinted at his future path. These formative experiences in laid the groundwork for his lifelong passion for media, though specifics on childhood activities remain anecdotal and sparse in historical records.

Entry into Broadcasting

In the early 1950s, Lowell W. "Bud" Paxson entered the industry as a and radio announcer at local stations in while attending . His initial roles involved on-air performances and announcements, building on a teenage fascination with radio that began with odd jobs like fetching records for disc jockeys in . This hands-on experience during his college years, from which he graduated in 1956, allowed him to hone his skills without specialized formal training in , relying instead on self-taught techniques and practical immersion. Paxson's passion for broadcasting stemmed from an early recognition of its potential as a dynamic medium for entertainment and communication. Motivated by this enthusiasm and a desire for creative expression, he progressed rapidly after to positions and general roles in small-market radio stations across . These positions demanded versatility, from pitching advertising to overseeing operations, fostering his entrepreneurial mindset through real-world challenges rather than academic study. This foundational progression in entry-level and mid-level roles equipped Paxson with the expertise that eventually led to his of his first radio .

Broadcasting Career

Early Radio and Stations

Lowell "Bud" Paxson entered in 1962 when he and partner Joseph Sova purchased WACK, a 500-watt AM radio on 1420 kHz in , for $90,000. Operating as a small-market outlet near , WACK served rural Wayne County with , music, and programming, allowing Paxson to develop innovative management and marketing approaches suited to limited budgets. He emphasized cost-effective operations, such as leveraging local talent for on-air content and targeting regional advertisers to maximize revenue from modest ad rates. Under Paxson's leadership through the , the became a training ground for his expertise, though it remained a modest enterprise focused on community engagement rather than expansion. In 1966, Paxson expanded into television by acquiring WNYP-TV, a UHF station on channel 26 in , alongside the AM radio station WXYJ (1340 kHz), forming a local media cluster. As majority owner, he aimed to serve the Chautauqua County area with a mix of syndicated shows, , and , but faced significant hurdles typical of early UHF in small markets. Efforts to secure a CTV Television Network affiliation from failed, marking a pioneering but unsuccessful attempt for an American station, compounded by technical challenges like weak signal propagation and high costs for tower maintenance. Paxson implemented frugal programming strategies, relying on low-cost local productions and syndication to fill airtime, while pursuing aggressive local sales to businesses in Jamestown and nearby communities. Despite these tactics, the venture proved unviable, leading him to sell WNYP-TV in 1969 after three years of operation. By the 1970s, Paxson shifted focus to , acquiring and managing WWQT, a small AM station on kHz in Clearwater in 1974. This outlet targeted the area's growing population with talk, music, and public affairs formats, where Paxson applied lessons from his experiences to streamline operations. He prioritized cost-effective scheduling by minimizing syndicated content expenses through direct negotiations and emphasized local sales tactics, such as customized ad packages for regional retailers to boost station viability in a competitive market. WWQT's management under Paxson highlighted his adeptness at turning around underperforming stations through targeted community outreach and efficient resource allocation, setting the stage for further innovations in broadcasting.

Development of Home Shopping Concept

In 1977, while owning the struggling AM radio station WWQT in , Bud Paxson faced a issue with a local advertiser that owed money for airtime but lacked cash. Instead of pursuing collection, Paxson accepted 112 avocado-green electric can openers as , an unwanted he initially viewed as a burden. To offload them, he instructed his on-air personality, DJ Bob Circosta, to dedicate one hour of programming to selling the can openers for $9.95 each via radio broadcast. Surprisingly, all units sold out within that time through enthusiastic on-air pitches, marking the accidental origin of direct-response selling over the airwaves and revealing untapped potential in broadcast commerce. This success prompted Paxson to evolve the concept from one-off sales pitches into recurring radio segments in the late 1970s, transforming WWQT's programming to include regular merchandise promotions alongside traditional content. Circosta, who shifted from news delivery to sales hosting, refined the approach by emphasizing product demonstrations and , turning announcements into more structured formats that built listener trust and repeat interest. These broadcasts often featured bargain items sourced through similar deals, helping stabilize the station's finances amid broader industry challenges. Early experiments with telephone orders became central to this phase, as listeners called in directly to purchase items described on air, requiring Paxson to improvise order fulfillment from the station itself using basic phone lines and manual logging. Inventory management posed significant hurdles, including unpredictable demand that led to overstock or shortages, logistical delays in shipping from limited storage, and difficulties valuing non-cash barter goods accurately for resale. These challenges honed Paxson's strategies for scalable direct sales, eventually leading to a brief partnership with Roy Speer to formalize the idea beyond radio.

Home Shopping Network

Founding and National Launch

In 1982, Lowell "Bud" Paxson and Roy Speer co-founded the Club in , initially operating as a local on a low-power station to test the viability of selling consumer goods directly through on-air broadcasts. This venture built on Paxson's earlier radio experiments with toll-free ordering but marked the formal entry into television, where the duo invested modest initial funding—primarily from their own resources and local investors—to acquire and repurpose underutilized broadcast time slots. The setup leveraged low-power TV stations, which required minimal capital and regulatory hurdles, allowing the Club to air its first live sales programming from a modest studio in Pinellas County. By 1985, the concept had gained enough traction locally to warrant expansion, leading to the national launch of the on July 1, when it began distribution to systems across the . This rollout was facilitated by partnerships with providers and operators, enabling real-time transmission of shopping content to systems reaching millions of households initially, a significant leap from its regional origins. The infrastructure relied on a combination of uplink facilities in and a growing network of affiliate stations, which helped overcome the limitations of terrestrial . The early programming format of consisted of continuous live sales shows, featuring product demonstrations and direct calls from viewers to purchase items ranging from jewelry to , with hosts such as Bob Circosta leading the on-air interactions to build viewer engagement. Circosta, often credited as the first host, exemplified the high-energy, conversational style that became the network's hallmark, conducting non-stop broadcasts that ran up to 20 hours a day to maximize sales opportunities. This format prioritized immediacy and accessibility, allowing the network to process thousands of orders daily through an integrated toll-free telephone system tied to the broadcasts.

Expansion, Challenges, and Sale

Following its national launch, the Home Shopping Network () experienced rapid growth in the late and , expanding its broadcast reach through acquisitions of UHF television stations and affiliations with cable systems, ultimately accessing over 70 million U.S. households by the mid-. Under co-founder Bud Paxson, the network diversified its product offerings beyond initial jewelry and apparel to include electronics, home goods, beauty items, and collectibles, which helped drive annual sales past $1 billion by 1990 and sustained revenues around that level through the decade. This scaling transformed into a billion-dollar enterprise, with Paxson playing a key role in negotiating vendor partnerships to broaden inventory and appeal to a wider demographic. Despite this expansion, faced significant challenges, including intense market competition from , which launched in 1986 and quickly captured a substantial share of the electronic retailing sector, leading to price wars and viewer fragmentation. Regulatory scrutiny intensified in the early 1990s when the () investigated for deceptive sales practices, including unsubstantiated product claims and failure to disclose safety recalls, culminating in a $1.1 million civil penalty settlement in 1999. Internal issues compounded these pressures, with federal probes in 1992–1994 uncovering allegations of accounting irregularities, stock manipulation, and potential corruption involving executives, though a ultimately declined to issue indictments. Paxson also spearheaded international efforts, partnering with Japan's in 1989 to introduce televised home shopping through 30-minute programs broadcast in and , but the effort was abandoned after one year due to lack of traction and cultural hurdles. These challenges contributed to tensions and financial stagnation, setting the stage for . In 1996, Barry Diller's Silver King Communications acquired from in a stock swap valued at approximately $1.3 billion, allowing Paxson—through his involvement in Silver King—to exit and pursue ventures.

Paxson Communications

Establishment of Pax TV

Following the sale of his interest in the Home Shopping Network in 1990, Lowell "Bud" Paxson founded Paxson Communications Corporation in 1991, initially focusing on acquiring radio and television stations across the . By the late , the company had amassed over 80 owned-and-operated television stations, primarily low-power UHF outlets, providing the foundation for a national . This expansion was fueled by Paxson's vision to create a media outlet aligned with his personal values, influenced by his earlier in life. Pax TV launched on August 31, 1998, as the seventh major in the United States, emphasizing programming with subtle evangelical Christian undertones while deliberately avoiding overt preaching or religious proselytizing. The network's mission was to offer wholesome entertainment free of explicit sex, violence, and profanity, targeting audiences seeking alternatives to mainstream television content. At launch, it reached approximately 80 million potential viewers through its extensive station group and initial cable carriage agreements, covering about three-fourths of U.S. households. The initial programming lineup featured a mix of syndicated reruns, such as the faith-infused drama , and original series like the miracle-themed anthology It's a Miracle, alongside family-oriented game shows and light dramas that incorporated inspirational messages without heavy doctrinal emphasis. To generate revenue during off-peak hours, particularly early mornings and late nights, Pax TV relied on infomercials, continuing a model from Paxson's pre-network stations while transitioning toward broader advertising in . This approach allowed the network to build viewership gradually, positioning itself as a values-driven alternative in a competitive broadcast landscape.

Rebranding, Lawsuits, and Resignation

On July 1, 2005, rebranded its flagship network from to i: Independent Television, marking a strategic shift away from family-oriented programming toward secular entertainment, classic shows, and increased infomercials to attract adult viewers and boost revenue. This change aimed to reposition the network as a general entertainment destination amid declining viewership and financial challenges at the company. In November 2005, amid ongoing financial struggles and a settlement with , Lowell "Bud" Paxson resigned as chairman and CEO of Paxson Communications, transitioning to the role of chairman emeritus while NBC installed its executive Brandon Burgess as the new CEO. The agreement resolved protracted disputes between the companies, including litigation over NBC's dividends, and granted NBC a transferable option to acquire a in the future. Paxson Communications, which operated 60 television stations reaching about 83% of U.S. households, had faced years of financial difficulties, including heavy and low ratings. The company encountered significant controversies in the mid-2000s, including a high-profile scrutiny of political influence involving FCC matters. In 1999, Paxson Communications lobbied Senator through lobbyist Vicki Iseman to urge the FCC to expedite approval of a TV station acquisition, amid reports of Paxson's corporate jet flights for McCain's campaign events and $20,000 in donations; this issue resurfaced as a in 2008 during McCain's presidential run, drawing renewed attention to potential on regulatory decisions. Additionally, in 2007, shareholder lawsuits challenged the proposed recapitalization deal, alleging it undervalued the company and favored certain investors. In 2007, partnered with Investment Group in a $2.1 billion recapitalization that took Networks (formerly Paxson Communications) private, effectively giving control through its option rights and a significant minority stake while Citadel acquired the majority. This transaction followed 's 2005 investment protections and led to the network's rebranding from i: Independent Television to on January 29, 2007, emphasizing a refreshed lineup of programming. The changes reflected broader efforts to stabilize the financially strained broadcaster under new leadership.

Personal Life

Marriages and Family

Paxson was first married to Jean Blauvelt, a union that produced two sons, and , and one daughter, . During his early broadcasting career, the family supported his work managing small radio stations, often relocating as opportunities arose in and . His second marriage was to Barbara Chapman, which ended in divorce; limited public details are available regarding this relationship or any children from it. In 1990, Paxson married Marla Bright, a partnership that endured until his death and included one stepdaughter, , from Bright's prior . Paxson and his family maintained longtime residences in , including Palm Beach in the early 1990s, where he established business operations. In later years, he and Marla relocated to , building a home on near Lakeside in 2006 and residing at a ranch property in the Kalispell area.

Religious Conversion

On Christmas Day 1986, Lowell "Bud" Paxson faced a devastating personal crisis when his wife informed him she was leaving him for another man, marking the collapse of his marriage after years of prioritizing business pursuits over family. Despite his success as a media entrepreneur and millionaire status, Paxson felt emotionally bankrupt and estranged from his adult children, who nonetheless urged him to join their planned vacation to . A few days later, on New Year's Eve 1986, while alone in his hotel room after the festivities, Paxson experienced a dramatic born-again Christian conversion, committing his life to Jesus Christ in a moment he later described as transformative. Following his , Paxson adopted evangelical Christian beliefs that reshaped his worldview, placing strong emphasis on , personal , and moral responsibility in all aspects of life, including . He began intensive studies with a , which deepened his and guided his efforts to reconcile with his children, though his second marriage could not be salvaged. Paxson publicly expressed his through personal testimony, authoring the 1998 autobiography , where he detailed his spiritual journey without overt proselytizing, instead advocating for subtle integration of Christian principles into media to promote wholesome content. In 1992, reflecting his commitment to faith-based initiatives, Paxson launched the nonprofit Christian Network, Inc., which broadcast gospel music, worship services, and inspirational discussions aimed at encouraging spiritual growth. This venture operated separately from his commercial enterprises, focusing on non-commercial programming to foster community and moral upliftment.

Philanthropy and Later Years

Charitable Activities

In 2000, Lowell "Bud" Paxson and his wife Marla made a significant donation to Place of Hope, a faith-based in , which led to the naming of the organization's flagship residential campus as the Paxson Campus. This contribution helped launch Place of Hope's mission to provide stable, loving environments for children, youth, and families while sharing God's love and offering hope to those in need. The Paxson Campus serves children ages 5-17 through professional and administrative support, contributing to the organization's service of over 150,000 children, youth, and families as of 2025. Paxson and Marla continued their joint philanthropic efforts through the Lowell W. and Marla J. Paxson Family Foundation, established for religious and charitable purposes, with a focus on evangelical causes supporting family stability and safe environments for at-risk youth. The foundation has provided ongoing grants to Place of Hope, including $4,000 in 2023 and $3,000 in charitable disbursements for the ending 2024, with additional support for programs like Homes of Hope, which facilitates fostering and adoption for vulnerable children across multiple counties, and Villages of Hope, which aids emancipated youth in transitioning to independent adulthood. Other grants, such as $3,500 to Child Bridge in 2022, underscore their commitment to child welfare initiatives aligned with faith-based values. Paxson was also a supporter of the Foundation, hosting events and contributing to research efforts. In his later years, Paxson earned a reputation for generous, faith-driven giving, particularly to organizations promoting Christian principles of care and redemption for families and youth in crisis. His reflected a deep evangelical motivation, emphasizing stable homes and supportive programs to prevent abuse and foster long-term well-being, as seen in Place of Hope's initiative, which provides resources for family unity and has served hundreds annually.

Death and Legacy

Lowell "Bud" Paxson died on January 9, 2015, at the age of 79 at his in , from undisclosed causes. His death was confirmed by longtime friend and John Feore, who noted Paxson's residence at the property in his later years. Industry leaders quickly honored Paxson as a in upon news of his passing. president Gordon Smith described him as "a true giant of ," crediting his innovative spirit. The Home Shopping Network, which he co-founded, remembered him as a "true retail pioneer" whose work transformed consumer habits. Paxson's enduring legacy lies in revolutionizing television commerce by co-founding the Home Shopping Network in 1982, which evolved into a billion-dollar enterprise with annual sales exceeding $1 billion by the early and spawned a vast industry blending entertainment and direct sales. He further shaped the broadcast landscape through Paxson Communications, amassing approximately 70 television stations to become the nation's largest TV station owner by the late , ultimately launching Networks as a major U.S. broadcaster. As a born-again Christian, Paxson integrated his faith into media by establishing Pax TV in 1998 as a network emphasizing positive values without overt preachiness, inspiring later evangelical and wholesome broadcasting initiatives.

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