TBN leader encourages the use of new formats to communicate truth, hope and grace

MATTHEW CROUCH is assistant to the president at Trinity Broadcasting Network (TBN).

How has the type of programming TBN airs changed in the last few years?

This is a time of transition. Traditional pulpit programs are moving to our Church Channel network, and we are developing programs with more innovative formats for the main network. A good example is Max Lucado’s new program, Grace. It's a traditional message presented in a fresh way.

Are there assumptions made by consumers about TBN programming that may have been true, but aren’t any longer? Is TBN’s brand changing to accommodate new technologies and voices in the market?

I would say the perception that TBN is strictly Southern gospel, Pentecostal is something that’s outdated. At the beginning, most of our stations and guests were from the South, so that was the dominant flavor of the network. But now, we have facilities all over the country and we reach something like 98% of the country’s population, so our programming reflects a diversity of styles and themes. TBN is definitely changing to reflect new technology. Live streaming is a major part of our outreach, and our new “video on demand” service, iTBN, offers thousands of hours of archived programming. In fact, Max Lucado’s daily inspirational spots are available now on iTBN, and his new Grace program will be available on iTBN right after it begins playing “over the air.”

Is it more important to you to have TBN air programming from established voices in the Christian faith or up-and-coming voices? Or is it important to have a combination of both?

You need to have a combination. The seasoned veterans are important for their wisdom. Check out Psalm 71:17-18, but you also need the fresh perspective of younger “up and coming” voices; see 1 Timothy 4:12. 

Why is media produced with Christian themes—books, television programming, music and so forth—so important, especially in our current culture?

Right now, mass culture is looking for truth. With all the mixed messages and false teaching people are exposed to today, it's important that our voice—the voice of truth, hope and grace—be out there in the media for everyone to hear, and we need to make that message accessible to people around the world in a variety of formats.

What technology changes in the last five years or so have most affected the way that TBN functions?

The Internet has changed everything, not only with the video streaming and “video on demand” that I mentioned before, but also in the whole area of social media. There’s the potential for instant interaction between programmers and viewers that’s simply stunning. 

How are you actively connecting with your established audience as well as with new viewers?

We’re using every means available. Some people will continue to prefer “over the air” broadcasting and communicating with us by telephone and snail mail. But video streaming, “video on demand” and social media—those are the platforms that have “changed the game.” They’ll continue to grow and are the future of what we now know as broadcasting. But, the message, the content is what’s really important, and good content will always have a place. 

How can Christian retailers use some of these same models to reach new consumers? 

Retail has gone from “bricks and mortar” to Internet shopping. I think Christian retailers can benefit from embracing the technology that is available. 

Do you have any advice for Christian retailers on how to change to meet the needs of consumers?

Be attuned to the trends and movements within Christianity. I think the “grace” message will define our generation just like “dispensationalism” defined the past 40 years. People need to hear about God’s grace. That’s why I’m so glad Max Lucado wrote about the topic in his latest book. 

What do you see in the future for Christian media as a whole?

My dad, Paul Crouch Sr., just entered the room, so I’ll let him answer: “simply utilizing current technology to its maximum extent and keeping eyes, ears and spirit open to every new technology that mankind comes up with.” I couldn’t have said it better.