round robin presentation october 2004. discussion todays discussion primetime programming how can...
TRANSCRIPT
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Round Robin PresentationRound Robin Presentation
• October 2004
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Dis
cus
sio
n
Today’s discussionToday’s discussion
Primetime programming
• How can the audience principles be applied at your station?
• How would you prioritize programming needs?
Children’s programming
• What are the threats and opportunities facing children’s programming?
Local services
• What local services can strengthen public television’s future?
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The NPS Value ChainThe 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
Audience/ member research/ station input
Programming strategy
Strategy
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Consumer Insight
(Qualitative)
Awareness, Attitudes &
Usage(Quantitative)
SegmentationAnalysis
Implications
Research PlanResearch Plan
Implications Strategic Considerations
Sept ‘03 – Jan Jan - May May – Fall ‘04
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Consumer Insight
(Qualitative)
Awareness, Attitudes &
Usage(Quantitative)
SegmentationAnalysis
Implications
Research PlanResearch Plan
Implications Strategic Considerations
Sept ‘03 – Jan Jan - May May – Fall ‘04
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Consumer Insight PhaseConsumer 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
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Think
Feel DoViewer
A Holistic PerspectiveA Holistic Perspective
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A pattern of thoughts, feelings, and behaviors important enough and consistent enough to serve as a
reliable guide
PrinciplePrinciple
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QUALITY
TRUST
INTELLIGENC
E
BALANCE
UNIQ
UENESS
ENGAGEMENT
VARIETY
CONSISTENT VISIBLE
APPROACHABLE
FoundationalPrinciple
Supporting Principles
Overarching Principle
Illuminating Principles
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Consumer Insight
(Qualitative)
Awareness, Attitudes &
Usage(Quantitative)
SegmentationAnalysis
Implications
Research PlanResearch Plan
Implications Strategic Considerations
Sept ‘03 – Jan Jan - May May – Fall ‘04
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Fieldwork
1481 Interviews
627 Interviews
Telephone interviewsJanuary 30 - March 2, 2004
National Probability SampleRandom Digit Dial Adults 18+9% self-declared members
Pre-Identified Members Boston, Atlanta, St. LouisPortland, Phoenix
Awareness, Attitudes & Usage StudyAwareness, Attitudes & Usage Study
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Giving Dimension to InsightGiving Dimension to Insight
Viewers lead full and busy lives
• Nearly two-thirds of primetime viewers say they often or occasionally find “there aren’t enough hours in the evening to get things done.”
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Giving Dimension to InsightGiving 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 viewer’s interests first.”
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Giving Dimension to InsightGiving 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.”
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Consumer Insight
(Qualitative)
Awareness, Attitudes &
Usage(Quantitative)
SegmentationAnalysis
Implications
Research PlanResearch Plan
Implications Strategic Considerations
Sept ‘03 – Jan Jan - May May – Fall ‘04
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Segmentation Analysis of Awareness, Attitudes & Usage StudySegmentation 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
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HighHigh
PTV Attitudes
PTV
Usa
geHighHigh
LowLow
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HighHigh
PTV Attitudes
PTV
Usa
geHighHigh
LowLow
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Strategic ConsiderationsStrategic Considerations• Secure and Strengthen the Core
– Brand Defining Series– Drama
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Strategic ConsiderationsStrategic Considerations• Focus on Targets of Opportunity
– Science and nature
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Strategic ConsiderationsStrategic Considerations• Focus on Targets of Opportunity
– Keep the door open
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Strategic ConsiderationsStrategic Considerations• Accessibility
– Consistency– Visibility– Approachability
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HighHigh
PTV Attitudes
PTV
Usa
geHighHigh
LowLow
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The NPS Value ChainThe 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
Audience/ member research/ station input
Programming strategy
Strategy
Production
Fundraising
Distribution
Eva
luat
ion
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For children’s educational & developmental needs1
Why is children’s television important to public television?Why is children’s television important to public television?
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April 23, 2002 April 23, 2002
House Labor, Health and Human Services, Education Appropriations Committee Hearing
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For children’s educational & developmental needs1
Why is children’s television important to public television?Why is children’s television important to public television?
To secure Federal and other governmental support2
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For children’s educational & developmental needs1
Why is children’s television important to public television?Why is children’s television important to public television?
To secure Federal and other governmental support2
As icons of public television 3
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Children’s Television LandscapeChildren’s Television Landscape
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Programming Budget GrowthProgramming Budget Growth
2003 2004
PBS, Disney and Nick Programming Expenditures 1999 - 2004
50
100
150
200
250
2002200120001999
300
350
0PBS Direct
$ M
illion
s
400
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Advertising, Merchandising, Sub Fees
Sources of RevenueSources of Revenue
2004 total revenues for kids TV
100% = ~$2.3 billion Cable Sub Fees
48%
Merchandising
8%
Advertising Advertising
44%44%
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Children’s Television Landscape Children’s Television Landscape Age x Education
Educational(self-identified)
Not Educational
Age
6-11
2-5
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Perception of ValuePerception of Value
Discovery Nick Disney Cartoon
“Educational programs from which my child can learn”% of parents who agree
20%
40%
60%
80%
100%
Noggin
2002 2004
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HighHigh
PTV Attitudes
PTV
Usa
geHighHigh
LowLow
Households Watching TodayHouseholds Watching Today
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HighHigh
PTV Attitudes
PTV
Usa
geHighHigh
LowLow
Households with ChildrenHouseholds with Children
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Public Television LifespanPublic Television Lifespan
30 40
Relationship With Public Television
20100
High
Low
Age
Introduced by a Mentor
Parents of Young Children
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For children’s educational & developmental needs1
Why is children’s television important to public television?Why is children’s television important to public television?
To secure Federal and other governmental support2
As icons of public television 3
To keep the door open to primetime4
As public television seeds in young viewers5
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Reinforcing PTV PrinciplesReinforcing PTV Principles
QUALITY
TRUST
INTELLIGENC
E
BALANCE
UNIQ
UENESS
ENGAGEMENT
VARIETY
CONSISTENT VISIBLE
APPROACHABLE
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For children’s educational & developmental needs1
Why is children’s television important to public television?Why is children’s television important to public television?
To secure Federal and other governmental support2
As icons of public television 3
To keep the door open to primetime4
As public television seeds in young viewers5
By delivering on core principles 6
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Discussion
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Five InsightsFive Insights
Root, root, root for the home team1
It’s not about the money (or is it?)2
The power of our air3
In education, bigger is better4
Digital déjà vu5
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Being Local MattersBeing Local Matters
RenoKNPB Denver
KBDI
College StationKAMU
Des MoinesIPTV
MadisonWHA
DetroitDPTV
Cleveland WVIZ
Philadelphia WHYY
Portsmouth NHPTV
AtlantaGPB
San Francisco KQED
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Measuring Their Impact
Listening to the
Community
Using Community Needs to Guide
Planning Communicating
Broadly
Connecting LocallyConnecting Locally
PartneringLocally
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Measuring Their Impact
Listening to the
Community
Using Community Needs to Guide
Planning Communicating
Broadly
Connecting LocallyConnecting Locally
PartneringLocally
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Five InsightsFive Insights
Root, root, root for the home team1
It’s not about the money (or is it?)2
The power of our air3
In education, bigger is better4
Digital déjà vu5
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$328 M18%
Costs and ReturnsCosts and Returns
Total Station Expenses
Total Station Revenue
$1.83 B $1.8 B
14%$247 M
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Costs Exceed Direct RevenuesCosts Exceed Direct Revenues
- $66 M
- $8 M - $8 M$10 M
Local Production
Online Outreach
EducationServices
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Indirect Revenues Indirect Revenues
$1.8 Billion
2003 Total System Revenue
State & Local Government $503M
Federal Government
$289M
Major Giving $47M
Membership $343M
47% Indirect Revenue
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Five InsightsFive Insights
Root, root, root for the home team1
It’s not about the money (or is it?)2
The power of our air3
In education, bigger is better4
Digital déjà vu5
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Our Highest Value OfferingsOur Highest Value Offerings
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Mixed Local ProgramsMixed Local Programs
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Five InsightsFive Insights
Root, root, root for the home team1
It’s not about the money (or is it?)2
The power of our air3
In education, bigger is better4
Digital déjà vu5
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40 Stations Dominate40 Stations Dominate
Number of Stations
Total Educational Services Revenue
173 $77M
Tier 3
Tier 2
Tier 1
Total
72
61
40
$3
$12
$62
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Five InsightsFive Insights
Root, root, root for the home team1
It’s not about the money (or is it?)2
The power of our air3
In education, bigger is better4
Digital déjà vu5
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Digital TodayDigital Today• Significant digital infrastructure in place• Digital content = analog content• Successful digital service business models are still being developed– HD– Multicasting– Datacasting
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Pass ThroughPass ThroughNumber of Stations, 2004
9
12
14
17
26
32
41
83
111
Local HD
Telecourses
X/XD
Datacast
Local SD
You
Kids
PBS HD
Analog simulcast
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Datacasting TodayDatacasting Today
Public Healthand 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
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Five ImplicationsFive Implications
Stay Rooted
Root, root, root for the home team1
Know your critical funders
It’s not about the money (or is it?)2
Use it wisely
The power of our air3
Know thyself
In education, bigger is better4
Consider local content & services
Digital déjà vu5