Roger Yu, USA TODAY

Herring Broadcasting to launch conservative news channel in July

Channel to air news and political shows that offer %22contrarian viewpoints%22

%27Washington Times%27 staffers to offer real-time comments

A TV production company headed by a conservative businessman is teaming up with The Washington Times to start a cable news network that hopes to rival Fox News.

Herring Broadcasting, based in San Diego, says preparation for One America News Network is underway and the high-definition channel will launch on July 4. HBC also produces WealthTV, a cable channel featuring shows about personal wealth.

The new channel will air news and political talk shows that offer "substantive contrarian viewpoints to a plethora of left-leaning shouting-style political news programs," HBC said in its press release Thursday.

"The network's studio talk programs will debate the role of government, protection of civil liberties, fiscal responsibility, along with highlighting political corruption and government waste," it said.

One America News Network's "political talk shows will tackle a number of subjects that are being ignored by media today," says HBC CEO Robert Herring, who flashed his conservative credentials in 2005 when he offered $1 million to Florida man Michael Schiavo to give up his right to decide the medical treatment of his brain-damaged wife, Terri Schiavo.

Launching a new channel is a "difficult proposition" for small broadcasting companies as cable operator tighten the fees paid to broadcasters, says Bruce Leichtman, an analyst at Leichtman Research Group. "The market is fairly saturated," he says. "At this point, there's not a lot of appetite to add new channels."

To get ready for the venture, HBC began upgrading its production facilities in San Diego last year. It also has leased production studio and office space in The Washington Times' headquarters in Washington, D.C. The conservative newspaper will provide "access to staff and content," says HBC President Charles Herring, son of Robert Herring.

Calling the network "a strategic partnership," The Washington Times reported Thursday that it'll serve as "a primary source of news and analysis."

The paper's reporters and editors will be able to walk to the studio from the newsroom to provide real-time comments.

"Our production teams have been busy shooting pilots for what we anticipate to be signature prime-time political talk shows," says Charles Herring.

The lengthy lineup of cable news channels representing a variety of interests, including CNN, MSNBC, Fox News, business and local news stations, makes HBC's initiative particularly daunting, Leichtman says. "It seems a little niche-y," he says. "It'd be hard for an operator to say I need another news channel."