CEO Spotlight

Todd and Robyn Achilles enjoy living in Ketchum, Idaho.

PHOTOS COURTESY OF TODD ACHILLES

Todd Achilles of EVOCA TV

Philo Farnsworth was a 21-year-old farm boy when he conceptualized the first fully functional electronic television, inspired in design by the series of lines from the back-and-forth pattern used to plow potato fields surrounding his Rigby, Idaho, home. “I like to joke that nothing since Philo’s invention has been as cutting-edge in Idaho TV as EVOCA,” says Todd Achilles, CEO of the company that’s bringing the newest development in television technology to the Gem State.

Like Farnsworth, Achilles grew up on a small farm, albeit in Oregon. “I know what it’s like to not be in a metro area, struggling for resources, where second-tier communities receive the short shrift in everything, including technology.”

A former Army tank officer and executive at T-Mobile and Hewlett-Packard, Achilles has made a career of leadership in product engineering and marketing in the tech sector. Stepping up to advance the TV industry’s first ATSC 3.0 over-the-air and internet broadcasting service, he sees his role as a trailblazer in next-gen education and high-quality content, serving underserved markets, like Idaho, for a fraction of the cost of current cable/satellite service companies. In other words, EVOCA is positioned to be the Robin Hood of broadcast television at a monthly cost of $9.50 per month with the “founders program.” For a lifetime. (Streaming services not included.)

EVOCA has also launched in Phoenix and Colorado. “The average U.S. household spends $109 per month for cable and satellite service,” says Achilles. “EVOCA even provides our own receiver, The Scout, and an over-the-air antenna to access our programming. For free. Forget installers and installation fees forever.”

Ask any pioneer, however, and they’ll attest that progress, by definition, forges into the unknown, inherently presenting unknown challenges. Farnsworth spent a lifetime in patent-infringement lawsuits against RCA.

“There’s so much potential with 3.0,” says Achilles. “We’re offering wireless access to streaming video channels as an affordable alternative to the big guys.” How those “big guys,” conglomerates like Sparklight and Dish TV, react and adapt to next-gen TV is yet to be seen.

The EVOCA Scout

But beyond its pricing and technology differentials, EVOCA positions itself as the champion of locally relevant programming. For example, EVOCA’s Basque channel is profiled in this issue. Again, Achilles’ childhood experience on the farm informed the concept. “We raised sheep,” he explains. “And my mom loved Basque culture and took us to the Basque Museum. So, the idea for the channel arose organically when our team started brainstorming how we could offer something different, meaningful, and Idaho-specific.” Achilles laughs, adding, “Personally, I’d like to do an Idaho geology channel.” Could there be any more relevant programming in the Gem State?

“Local programming helps people, especially kids k-12, understand where they are and also think outside of their surroundings,” says Achilles. “Whether they are watching in Rupert, or Twin, or Eagle, this is how we can contribute to the community. I think this is what broadcast used to do and that has gotten lost in media battles, consolidation, market share, and politics. This technology allows little guys like us to have a pair of TV stations in Boise and do something totally new. And good.”

One can’t help but wonder what Philo Farnsworth would say if he could see that Idaho is once again the testing grounds for cutting-edge television. No doubt, Todd Achilles, himself a holder of two U.S. patents, would suggest they start an Idaho inventors channel.