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Round Robin Presentation October 2004. Discussion Todays discussion Primetime programming How can the audience principles be applied at your station?

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Presentation on theme: "Round Robin Presentation October 2004. Discussion Todays discussion Primetime programming How can the audience principles be applied at your station?"— Presentation transcript:

1 Round Robin Presentation October 2004

2 Discussion Todays discussion Primetime programming How can the audience principles be applied at your station? How would you prioritize programming needs? Childrens programming What are the threats and opportunities facing childrens programming? Local services What local services can strengthen public televisions future?

3 The NPS Value Chain Programming strategy Development / commissioning/ rights acquisition Schedule planning funding allocation Production / Initial fundraising Later-stage fundraising/ sponsorship Rights exploitation Station promotion and distribution Audience/ member research/ station input Programming strategy Strategy

4 Consumer Insight (Qualitative) Awareness, Attitudes & Usage (Quantitative) Segmentation Analysis Implications Research Plan ImplicationsStrategic Considerations Sept 03 – JanJan - MayMay – Fall 04

5 Consumer Insight (Qualitative) Awareness, Attitudes & Usage (Quantitative) Segmentation Analysis Implications Research Plan ImplicationsStrategic Considerations Sept 03 – JanJan - MayMay – Fall 04

6 Consumer Insight Phase Viewers lead full and busy lives Viewers convey enormous appreciation and respect for public television Viewers identified obstacles or barriers to enjoying PTV programming

7 Think FeelDo Viewer A Holistic Perspective

8 A pattern of thoughts, feelings, and behaviors important enough and consistent enough to serve as a reliable guide Principle

9 QUALITY TRUST INTELLIGENCE BALANCEUNIQUENESSENGAGEMENT VARIETY CONSISTENT VISIBLE APPROACHABLE Foundational Principle Supporting Principles Overarching Principle Illuminating Principles

10 Consumer Insight (Qualitative) Awareness, Attitudes & Usage (Quantitative) Segmentation Analysis Implications Research Plan ImplicationsStrategic Considerations Sept 03 – JanJan - MayMay – Fall 04

11 Fieldwork 1481 Interviews 627 Interviews Telephone interviews January 30 - March 2, 2004 National Probability Sample Random Digit Dial Adults 18+ 9% self-declared members Pre-Identified Members Boston, Atlanta, St. Louis Portland, Phoenix Awareness, Attitudes & Usage Study

12 Giving Dimension to Insight Viewers lead full and busy lives Nearly two-thirds of primetime viewers say they often or occasionally find there arent enough hours in the evening to get things done.

13 Giving Dimension to Insight Viewers convey enormous appreciation and respect for public television Public television stations do better than viewers most-watched broadcast and cable stations in respecting my intelligence, setting the standards for quality in television, and putting the viewers interests first.

14 Giving Dimension to Insight Viewers identified obstacles or barriers to enjoying PTV programming Two thirds of those who watch PBS at least occasionally do not believe that public television presents its programming according to a consistent schedule. Ten percent volunteer that public television has no schedule at all.

15 Consumer Insight (Qualitative) Awareness, Attitudes & Usage (Quantitative) Segmentation Analysis Implications Research Plan ImplicationsStrategic Considerations Sept 03 – JanJan - MayMay – Fall 04

16 Segmentation Analysis of Awareness, Attitudes & Usage Study Methodology: Latent Class Modeling No preconceived categories imposed in advance 51 variables used to generate the segments Most predictive variables: time spent viewing PTV and affinity with PTV

17 High PTV Attitudes PTV Usage High Low

18 High PTV Attitudes PTV Usage High Low

19 Strategic Considerations Secure and Strengthen the Core –Brand Defining Series –Drama

20 Strategic Considerations Focus on Targets of Opportunity –Science and nature

21 Strategic Considerations Focus on Targets of Opportunity –Keep the door open

22 Strategic Considerations Accessibility –Consistency –Visibility –Approachability

23 High PTV Attitudes PTV Usage High Low

24 The NPS Value Chain Programming strategy Development / commissioning/ rights acquisition Schedule planning funding allocation Production / Initial fundraising Later-stage fundraising/ sponsorship Rights exploitation Station promotion and distribution Audience/ member research/ station input Programming strategy Strategy Production Fundraising Distribution Evaluation

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26 For childrens educational & developmental needs 1 Why is childrens television important to public television?

27 April 23, 2002 House Labor, Health and Human Services, Education Appropriations Committee Hearing

28 For childrens educational & developmental needs 1 Why is childrens television important to public television? To secure Federal and other governmental support 2

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39 For childrens educational & developmental needs 1 Why is childrens television important to public television? To secure Federal and other governmental support 2 As icons of public television 3

40 Childrens Television Landscape

41 Programming Budget Growth PBS, Disney and Nick Programming Expenditures PBS Direct $ Millions 400

42 Advertising, Merchandising, Sub Fees Sources of Revenue 2004 total revenues for kids TV 100% = ~$2.3 billion Cable Sub Fees 48% Merchandising 8% Advertising 44%

43 Childrens Television Landscape Age x Education Educational (self-identified) Not Educational Age

44 Perception of Value DiscoveryNickDisneyCartoon Educational programs from which my child can learn % of parents who agree 20% 40% 60% 80% 100% Noggin

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46 High PTV Attitudes PTV Usage High Low Households Watching Today

47 High PTV Attitudes PTV Usage High Low Households with Children

48 Public Television Lifespan 3040 Relationship With Public Television High Low Age Introduced by a Mentor Parents of Young Children

49 For childrens educational & developmental needs 1 Why is childrens television important to public television? To secure Federal and other governmental support 2 As icons of public television 3 To keep the door open to primetime 4 As public television seeds in young viewers 5

50 Reinforcing PTV Principles QUALITY TRUST INTELLIGENCE BALANCEUNIQUENESSENGAGEMENT VARIETY CONSISTENT VISIBLE APPROACHABLE

51 For childrens educational & developmental needs 1 Why is childrens television important to public television? To secure Federal and other governmental support 2 As icons of public television 3 To keep the door open to primetime 4 As public television seeds in young viewers 5 By delivering on core principles 6

52 Discussion

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54 Five Insights Root, root, root for the home team 1 Its not about the money (or is it?) 2 The power of our air 3 In education, bigger is better 4 Digital déjà vu 5

55 Being Local Matters Reno KNPB Denver KBDI College Station KAMU Des Moines IPTV Madison WHA Detroit DPTV Cleveland WVIZ Philadelphia WHYY Portsmouth NHPTV Atlanta GPB San Francisco KQED

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57 Measuring Their Impact Listening to the Community Using Community Needs to Guide Planning Communicating Broadly Connecting Locally Partnering Locally

58 Measuring Their Impact Listening to the Community Using Community Needs to Guide Planning Communicating Broadly Connecting Locally Partnering Locally

59 Five Insights Root, root, root for the home team 1 Its not about the money (or is it?) 2 The power of our air 3 In education, bigger is better 4 Digital déjà vu 5

60 $328 M18% Costs and Returns Total Station Expenses Total Station Revenue $1.83 B$1.8 B 14%$247 M

61 Costs Exceed Direct Revenues - $66 M - $8 M $10 M Local Production OnlineOutreach Education Services

62 Indirect Revenues $1.8 Billion 2003 Total System Revenue State & Local Government $503M Federal Government $289M Major Giving $47M Membership $343M 47% Indirect Revenue

63 Five Insights Root, root, root for the home team 1 Its not about the money (or is it?) 2 The power of our air 3 In education, bigger is better 4 Digital déjà vu 5

64 Our Highest Value Offerings

65 Mixed Local Programs

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67 Five Insights Root, root, root for the home team 1 Its not about the money (or is it?) 2 The power of our air 3 In education, bigger is better 4 Digital déjà vu 5

68 40 Stations Dominate Number of Stations Total Educational Services Revenue 173$77M Tier 3 Tier 2 Tier 1 Total $3 $12 $62

69 Five Insights Root, root, root for the home team 1 Its not about the money (or is it?) 2 The power of our air 3 In education, bigger is better 4 Digital déjà vu 5

70 Digital Today Significant digital infrastructure in place Digital content = analog content Successful digital service business models are still being developed –HD –Multicasting –Datacasting

71 Description Pass Through Number of Stations, Local HD Telecourses X/XD Datacast Local SD You Kids PBS HD Analog simulcast

72 Description Datacasting Today Public Health and Safety Sending site specific materials Providing rescuer training Transmitting national warnings K-12 Providing bite sized teachable moments tied to state standards R&D Developing next generation technology

73 Five Implications Stay Rooted Root, root, root for the home team 1 Know your critical funders Its not about the money (or is it?) 2 Use it wisely The power of our air 3 Know thyself In education, bigger is better 4 Consider local content & services Digital déjà vu 5


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