In 1996, Roger Williams, along with Bob Scanlon and others, founded the Speedvision channel, which became the fastest growing cable network of all time.  The network reached out to car enthusiasts. Today, it is known as the SPEED Channel. 

According to Roger, when the network first came into existence, Bob Scanlon, as head of programming and production, came up with an idea of televising the Barrett-Jackson car auction.  It was at the auction that Roger met Drew Alcazar who, at that time, was the GM of Barrett-Jackson.

“Drew left Barrett in 2000 to start the Russo and Steele auction,” says Roger. “And, in 2001, Bob and I left Speedvision, when it was sold to FOX.  We had a good number of years putting Barrett-Jackson on TV, and two years ago, Drew (Alcazar) and I started talking about getting Russo and Steele on TV. I had my own production company, Roger Wilco Productions, going, and we agreed to televise the auction.”

Russo and Steele auctions are held in Scottsdale, Ariz., Monterey, Calif. and Hollywood, Fla.  Since its creation, the Russo & Steele auction has become one of the “big three” collector car auctions in Scottsdale, Ariz. and one of the most respected auctions in the world, according to a press release on the Russo and Steele Web site www.russoandsteele.com.

In 2006, Roger launched the first airing of the auction on Treasure HD, and in 2007, he had cut a deal with ESPN to air the show on ESPN2 and ESPN Classic.

“We filmed 10 hours out of Monterey (2007) and five hours in Scottsdale (2008),” says Roger.  “The newest (Scottsdale) shows are only a half hour long because of ESPN2’s schedule that includes basketball and NASCAR. But, we’re likely to make it one hour again.”

In terms of content, the show is unique in several different aspects, including what Roger calls the “immersion” effect.

“Having been the original folks who put together the Barrett-Jackson television show, we set out to do this show differently. We immerse the audience by taking the cameras and microphones onto the auction floor, making the viewers feel like they are at the auction.”

The show also includes valuations by collector car experts Keith Martin and Bill Stevens.  The duo takes about one minute to walk around the cars, pointing out what makes each vehicle interesting and unique. They also mention what stands out as “collectible” on the car.  The experts also offer their opinions of the condition of the cars, including both “the flaws and the good things,” says Roger.

“This lets the viewer know something about the car,” says Roger. “It’s not just one car after another.”

Both Keith and Bill guess what the highest bid will be, also. 

“As spectators at these auctions, we do that anyways,” says Roger. “So, we made that part of the show. The viewer is more engaged because of this.”

Roger also makes certain that nearly all of the new owners of the auctioned cars are interviewed after their bid wins them the vehicle. He says that common questions they ask are: Why did you want this car? What’s so special about this car? Who gets the first ride?

Special guest appearances are also made throughout the series, including segments that feature Jim Grundy, president of Grundy Worldwide, where he speaks about the affordability of collector car insurance (airs 4/13 at 11:30am EST), Agreed Value (airs 4/20 at 12:00pm EST) and Unlimited Mileage (airs 5/11 at 11:30am EST).  The segments will be rotated throughout the season.

Upcoming episodes of the "Russo and Steele Car Auction" will be aired on ESPN2:

Saturday, 4/5/08 @ 1:00pm EST

Sunday, 4/13/08 @ 11:30am EST

Sunday, 4/20/08 @ 11:30am/12:00pm EST

Sunday, 5/11/08 @ 11:00am/11:30am EST

Sunday, 5/18/08 @11:30am EST

Sunday, 6/1/08 @ 12:00pm EST

The show will run on ESPN Classic, starting Tuesday, July 1, 2008 and will air every Tuesday for 10 weeks.

Story by: Becky McLaughlin

To our readers: Don't forget! Grundy Worldwide wants to learn about your car club! E-mail us today