Posted on Tue, May. 06, 2008

-- If you can't beat 'em, buy 'em.

That seems to be the approach of Tom Benson, the New Orleans Saints' miserly owner.

Benson made headlines Monday by purchasing one of New Orleans' television stations, WVUE-TV Fox 8, and creating his own Louisiana Media Company.

Benson's move, according to a memo released by his fledgling media venture, shows his "unwavering belief in the recovery and rebirth of his native city."

That's just the half of it.

Benson deserves credit for backing away from his initial reaction to Hurricane Katrina, when he wanted to move the Saints, the region's most treasured sports franchise, in the aftermath of the devastating storm in 2005.

Remember, Benson fired former Saints executive Arnie Fielkow after Fielkow expressed his commitment to playing games that season at Tiger Stadium instead of San Antonio, which became the Saints' temporary base of operations.

Of course, former NFL commissioner Paul Tagliabue had a major role in Benson's change of heart. Tagliabue didn't want the public relations nightmare of the Saints hightailing it for another city after the worst natural disaster in U.S. history.

Benson insists his interests in acquiring the television station are altruistic.

The news release actually quotes the Saints owner with this gem:

"While many are hesitant to invest in this city and state, I am not."

Never mind that the Saints' front office will have the ability to manufacture news on the club through another media outlet.

We're talking some serious spin control.

Benson could be calling the shots on just about anything at this TV station.

Never mind that he could use this leverage to expand his influence in the market, to which the news release also alludes.

It reads:

"Benson's purchase of WVUE-TV Fox 8 is the first action of what will be a series of media acquisitions."

I'm not sure if that's a promise or a threat.

Benson dropped a reported $41 million on the TV station, but he insists he needs subsidies from the state of Louisiana to keep the Saints in New Orleans.

WVUE-TV already televises the vast majority of the Saints' games in New Orleans, but Benson's purchase could signal the dawn of some groundbreaking programming.

Like, say, a Sunday-morning interview show, "Meet the Bensons." Or a glorified karaoke bar. I'm thinking "Tommy Boy's Idol" or "Dancing With the Bensons." Give the man a bank of speakers and a turntable and go with "T-Benz Live." Or, "Yo, Mr. B Raps!"

Imagine the possibilities.

"Tom is getting a station that is stronger than ever," said Jeff Smulyan, the CEO of Emmis Communications, which sold WVUE-TV to the Saints owner.

I don't know about you, but color me skeptical.

Jim Mashek can be reached at 896-2333 or at jwmashek@sunherald.com