Round Robin Presentation • October 2004
Today’s discussion Discussion Primetime programmin g Children’s programmin g • How can the audience principles be applied at your station? • How would you prioritize programmin g needs? • What are threats and opportunitie s facing children’s programmin g? Local services • What local services can strengthen public television’s future?
The NPS Value Chain Audience/ member research/ station input Programming strategy Schedule planning funding allocation Development / commissioning/ rights acquisition Production / Initial fundraising Later-stage fundraising/ sponsorship Rights exploitation Station promotion and distribution Strategy
Research Plan Sept ‘ 03 – Jan - May – Fall ‘ 04 Consumer Insight Awareness, Attitudes & Usage Segmentation Analysis (Qualitative) (Quantitative) Implications Strategic Considerations
Research Plan Sept ‘ 03 – Jan - May – Fall ‘ 04 Consumer Insight Awareness, Attitudes & Usage Segmentation Analysis (Qualitative) (Quantitative) Implications Strategic Considerations
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
A Holistic Perspective Think Feel Viewer Do
Principle A pattern of thoughts, feelings, and behaviors important enough and consistent enough to serve as a reliable guide
Overarching Principle CO VARIETY ENGAGEMENT UNIQUENESS BALANCE Illuminating Principles L B A H C A O E R PP A LE B TRUST SI VI NS Foundation al Principle NT IST E Supportin g Principles INTELLIGENCE QUALITY
Research Plan Sept ‘ 03 – Jan - May – Fall ‘ 04 Consumer Insight Segmentation Analysis (Qualitative) Awareness, Attitudes & Usage (Quantitative) Implications Strategic Considerations
Awareness, Attitudes & Usage Study Fieldwor k 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
Giving 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. ”
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 viewer’s interests first. ”
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. ”
Research Plan Sept ‘ 03 – Jan - May – Fall ‘ 04 Consumer Insight Segmentation Analysis (Qualitative) Awareness, Attitudes & Usage (Quantitative) Implications Strategic Considerations
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
PTV Usage Hig h Low PTV Attitudes Hig h
PTV Usage Hig h Low PTV Attitudes Hig h
Strategic Considerations • Secure and Strengthen the Core – Brand Defining Series – Drama
Strategic Considerations • Focus on Targets of Opportunity – Science and nature
Strategic Considerations • Focus on Targets of Opportunity – Keep the door open
Strategic Considerations • Accessibility – Consistency – Visibility – Approachability
PTV Usage Hig h Low PTV Attitudes Hig h
The NPS Value Chain Evaluation Audience/ member research/ station input Programming strategy Schedule planning funding allocation Development / commissioning/ rights acquisition Production / Initial fundraising Later-stage fundraising/ sponsorship Rights exploitation Station promotion and distribution Strategy Production Fundraising Distribution
Why is children’s television important to public television? 1 For children’s educational & developmental needs
April 23, 2002 House Labor, Health and Human Services, Education Appropriations Committee Hearing
Why is children’s television important to public television? 1 For children’s educational & developmental needs 2 To secure Federal and other governmental support
Why is children’s television important to public television? 1 For children’s educational & developmental needs 2 To secure Federal and other governmental support 3 As icons of public television
Children’s Television Landscape
Programming Budget Growth PBS, Disney and Nick Programming Expenditures 1999 - 2004 400 350 $ Millions 300 250 200 150 100 50 PBS Direct 0 1999 2000 2001 2002 2003 2004
Sources of Revenue Advertising, Merchandising, Sub Fees Merchandising 8% 2004 total revenues for kids TV Cable 100% = ~$2. 3 billion Sub Fees 48% Advertisin g 44%
Children’s Television Landscape Age x Education Age 6 -11 2 -5 Educational (self-identified) Not Educational
Perception of Value “Educational programs from which my child can learn” % of parents who agree 2002 2004 100% 80% 60% 40% 20% Discovery Nick Disney Noggin Cartoon
Households Watching Today PTV Usage Hig h Low PTV Attitudes Hig h
Households with Children PTV Usage Hig h Low PTV Attitudes Hig h
Public Television Lifespan Relationship With Public Television Introduced by a Mentor High Low 0 10 20 Age Parents of Young Children 30 40
Why is children’s television important to public television? 1 For children’s educational & developmental needs 2 To secure Federal and other governmental support 3 As icons of public television 4 To keep the door open to primetime 5 As public television seeds in young viewers
O N S N IST T E LE B L B A H C A O E R PP A TRUST SI VI C VARIETY ENGAGEMENT UNIQUENESS BALANCE INTELLIGENCE Reinforcing PTV Principles QUALITY
Why is children’s television important to public television? 1 For children’s educational & developmental needs 2 To secure Federal and other governmental support 3 As icons of public television 4 To keep the door open to primetime 5 As public television seeds in young viewers 6 By delivering on core principles
Discussion
Five Insights 1 Root, root for the home team 2 It’s not about the money (or is it? ) 3 The power of our air 4 In education, bigger is better 5 Digital déjà vu
Being Local Matters Detroit DPTV Reno KNPB San Francisco KQED Denver KBDI Madison WHA Des Moines IPTV College Station KAMU Portsmouth NHPTV Cleveland WVIZ Philadelphia WHYY Atlanta GPB
Connecting Locally Listening to the Communi ty Communicati ng Broadly Measuring Their Impact Using Community Needs to Guide Planning Partnering Locally
Connecting Locally Listening to the Communi ty Communicati ng Broadly Measuring Their Impact Using Community Needs to Guide Planning Partnering Locally
Five Insights 1 Root, root for the home team 2 It’s not about the money (or is it? ) 3 The power of our air 4 In education, bigger is better 5 Digital déjà vu
Costs and Returns $1. 83 B 18% $1. 8 B $328 M $247 M Total Station Expenses Total Station Revenue 14%
Costs Exceed Direct Revenues Education Services $10 M - $8 M Online - $66 M Local Productio n - $8 M Outreach
Indirect Revenues 2003 Total System Revenue $1. 8 Billion Membershi p Major Giving Federal Governmen t State & Local Governmen t $343 M $47 M $289 M $503 M 47% Indirect Revenue
Five Insights 1 Root, root for the home team 2 It’s not about the money (or is it? ) 3 The power of our air 4 In education, bigger is better 5 Digital déjà vu
Our Highest Value Offerings
Mixed Local Programs
Five Insights 1 Root, root for the home team 2 It’s not about the money (or is it? ) 3 The power of our air 4 In education, bigger is better 5 Digital déjà vu
40 Stations Dominate Total 173 Tier 3 72 Tier 2 61 Tier 1 $77 M $3 $12 40 Number of Stations $62 Total Educational Services Revenue
Five Insights 1 Root, root for the home team 2 It’s not about the money (or is it? ) 3 The power of our air 4 In education, bigger is better 5 Digital déjà vu
Digital Today • Significant digital infrastructure in place • Digital content = analog content • Successful digital service business models are still being developed – HD – Multicasting – Datacasting
Pass Through Number of Stations, 2004 Analog simulcast 111 PBS HD 83 Description Kids 41 You 32 Local SD 26 Datacast 17 X/XD Telecourses Local HD 14 12 9
Datacasting Today Description Public Health and Safety • Sending site specific materials • Providing rescuer training • Transmitti ng national warnings K-12 R&D • Providing bite sized “teachable moments” tied to state standards • Developin g next generation technology
Five Implications 1 Root, root for the home team 2 It’s not about the money (or is it? ) 3 The power of our air 4 In education, bigger is better 5 Digital déjà vu Stay Rooted Know your critical funders Use it wisely Know thyself Consider local content & services
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