BeeTV Bridges the Racial Divide in LaGrange, Georgia

BeeTV founder April Ross knows about being an outsider; she couldn’t use her degree to break into TV news so she streamed coverage on Facebook Live. After breaking a major story, the owner of a local cable-access TV station in LaGrange invited her on air to do news reports – and ended up selling her the station. 

The Pivot Fund heard about Ross from both Black and white LaGrange residents and decided to invest. Ross’s first hire was a (white) sports director who helped dramatically expand coverage, with ad revenue following. BeeTV has now developed into a round-the-clock news station that covers stories that previously went unreported.

BeeTV’s ubiquitous coverage of community events has drawn followers from across historically segregated LaGrange and Central Georgia, showing how local news can be a unifier. Ross’s focus is now on technical upgrades that will increase the channel’s impact and reach.

Growth + Capacity Building

• Hired a reporter and editor
• Expanded sports coverage and launched a newsletter
• Upgraded technology with a studio automation system

Audience + Community Impact

• Extended regional broadcast reach, expanded Facebook reach by 20,000 to 300,000, launched a TikTok account
• One of the sole outlets to pursue coverage of the murder of Keenan Leonard, which the NAACP described as a hate crime
• Hosted the BeeTV Awards honoring local entrepreneurs.

Revenue Growth + Partnerships

• Earned $50,000 from awards event and $30,000 from sports newsletter
• Secured new advertisers

Recognition + Future Plans

• Received the A.G. Gaston Black Enterprise Award in recognition of impact and entrepreneurial spirit
• Plan to launch a live on-air newscast, featuring anchors, field reporters, and video journalists.
• Plan to repair and upgrade the station’s transmitter, which is expected to add 75,000 viewers