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Three On-Demand Wins Stations in an On-Demand World

Dennis Haarsager, May 20, 2006

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Average Station Metro Cume

0

5

10

15

20

25

30

35

2000 2001 2002 2003 2004

VHF n=78UHF n=138

February Nielsen estimates

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February 17, 2009

Analog TV Broadcasting 1939-2009

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What’s a GM to do?

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401(k)/TIAA-CREF

Seminar Next Door

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Our Digital Strategy: 1995

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Our Digital Strategy: 2005

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Reality: 2006

blinkx.tv

DIRECTV

ODEO

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On-Demand Win #1

Give existing viewers more More depth More quantity A permanent archive

Enhances revenue from: Memberships Grants Tax-based sources Paid access

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On-Demand Win #2 Build significance as community

aggregator Distribute for education, 501c3 org’s,

government Portal for citizen content

Enhances revenue from: Grants Tax-based sources Underwriting Production

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CPB TV primetime study

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On-Demand Win #3

Grow audiences for public service content beyond recycling broadcast Hitchhike on 3rd party brands Not all “our” viewers are watching us

Enhances revenue from: Underwriting Paid access Non-broadcast memberships B2B sources

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Jerry Garcia on change…

“Somebody has to do something, and it’s just incredibly pathetic that it has to be us.”

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Contact information

Dennis L. Haarsager, Associate VP & GMEducational & Public MediaWashington State UniversityEdward R. Murrow Communications Center PO Box 642530Pullman, WA 99164-2530

Contact info: haarsager.org/contactWeblog: technology360.comOpen Media Network: omn.org