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Round Robin Presentation

Round Robin Presentation. October 2004. Primetime programming. Children’s programming. Local services. How can the audience principles be applied at your station? How would you prioritize programming needs?. What are the threats and opportunities facing children’s programming?.

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Round Robin Presentation

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  1. Round Robin Presentation October 2004

  2. Primetime programming Children’s programming Local services • How can the audience principles be applied at your station? • How would you prioritize programming needs? • What are the threats and opportunities facing children’s programming? • What local services can strengthen public television’s future? Discussion Today’s discussion

  3. Audience/ member research/ station input Strategy Programming strategy 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

  4. Research Plan Sept ‘03 – Jan Jan - May May – Fall ‘04 Segmentation Analysis Awareness, Attitudes & Usage (Quantitative) Consumer Insight (Qualitative) Implications Implications Strategic Considerations

  5. Research Plan Sept ‘03 – Jan Jan - May May – Fall ‘04 Segmentation Analysis Awareness, Attitudes & Usage (Quantitative) Consumer Insight (Qualitative) Implications Implications Strategic Considerations

  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. A Holistic Perspective Think Viewer Feel Do

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

  9. Overarching Principle Supporting Principles FoundationalPrinciple Illuminating Principles QUALITY BALANCE UNIQUENESS ENGAGEMENT INTELLIGENCE VARIETY TRUST CONSISTENT VISIBLE APPROACHABLE

  10. Research Plan Sept ‘03 – Jan Jan - May May – Fall ‘04 Segmentation Analysis Awareness, Attitudes & Usage (Quantitative) Consumer Insight (Qualitative) Implications Implications Strategic Considerations

  11. 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 Fieldwork 1481 Interviews 627 Interviews Awareness, Attitudes & Usage Study

  12. Viewers lead full and busy lives Giving Dimension to Insight • Nearly two-thirds of primetime viewers say they often or occasionally find “there aren’t 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 viewer’s 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. Research Plan Sept ‘03 – Jan Jan - May May – Fall ‘04 Segmentation Analysis Awareness, Attitudes & Usage (Quantitative) Consumer Insight (Qualitative) Implications Implications Strategic Considerations

  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 Usage Low High PTV Attitudes

  18. High PTV Usage Low High PTV Attitudes

  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 Usage Low High PTV Attitudes

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

  25. 1 For children’s educational & developmental needs Why is children’s television important to public television?

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

  27. 1 For children’s educational & developmental needs 2 To secure Federal and other governmental support Why is children’s television important to public television?

  28. 1 For children’s educational & developmental needs 2 To secure Federal and other governmental support 3 As icons of public television Why is children’s television important to public television?

  29. Children’s Television Landscape

  30. Programming Budget Growth PBS, Disney and Nick Programming Expenditures 1999 - 2004 400 350 300 250 $ Millions 200 150 100 50 PBS Direct 0 1999 2000 2001 2002 2003 2004

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

  32. Children’s Television Landscape Age x Education Age 6-11 2-5 Educational(self-identified) Not Educational

  33. 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

  34. Households Watching Today High PTV Usage Low High PTV Attitudes

  35. Households with Children High PTV Usage Low High PTV Attitudes

  36. Public Television Lifespan Relationship With Public Television Introduced by a Mentor High Parents of Young Children Low 0 10 20 30 40 Age

  37. 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 Why is children’s television important to public television?

  38. Reinforcing PTV Principles QUALITY BALANCE UNIQUENESS ENGAGEMENT INTELLIGENCE VARIETY TRUST CONSISTENT VISIBLE APPROACHABLE

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