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Local Program Initiative
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Transcript of Local Program Initiative
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Local Program Initiative
March 2012 Webinar
Welcome!
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Today
Outline of phase I Discuss goals questionnaire Local Programming Assessment Format Analysis of Tennessee
Crossroads
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Phase I - Goal Appraisal
Collect and assess station goals for local programs
Develop benchmarks that allow stations to contrast and compare themselves to other stations in the project
Prepare a document that details the assumptions stations have about the purpose of local programming
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Phase I - Goal Appraisal Q’naire Questionnaire Topics:
1. Community Service Goals2. Financial Motives3. Funding Sources4. Beyond Program Elements5. Success Stories (at your station)6. Other Station Success Stories
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Goals: Community Service
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1. Community Service Goals: On a scale of 1 to 10 with 1 being very unimportant and 10 being very important, please tell us the importance of the following goals for each local program:
To rais
e the p
rofile
of the
statio
n in t
he com
munity
.
Help add
ress
or solv
e
issue
s in th
e com
munity.
Educa
te or in
form on a
"non-
issue
" topic
To pro
vide pe
rform
ance
,
arts,
or en
tertainm
ent to
local
audien
ces
Above the AmericanAbove the ValleyArt AuctionCalifornia HeartlandCalifornia's GoldCalifornia's Golden CoastCalifornia's Golden FairsCalifornia's Golden ParksCalifornia's GreenCalifornia's WaterDeath of a ShamanGreat ValleyHey Kids, Let's Cook!National Parks Special With Rob on the RoadRoad Trip With Huell HowserTruly California: Our State, Our StoriesViewFinderYour Money, Your Legacy
Goals: Success Stories
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5. Success Stories: Over the last 10 years please tell us about your top 3 local programming success stories.
Success Story 1a. Briefly explain the program and related content:
b. Tell us why it was a success: Dollars brought to station Impact on the Funder (Circle one)
Impact on community Audience Size
Otherc. Please explain why it was a success:
d. Did the program use Social Media? Y Ne. Online Companion Material? Y Nf. Outreach Campaign? Y N
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Success Story Analysis
Overview analysis of success: Most frequent types of successful
programs Is there a common theme across
stations? Yardsticks used to measure success
Involvement of social media, outreach, community improvement
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Station Local Programming Assessment System-wide report(s) on CY2010
Part 1: Program hours by program and station characteristics Programs - Types, length, series/special, etc. Station - License type, duopoly, geography, etc.
Part 2: Market Attributes - Census and third party data
In year 2 there are follow up reports
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Begin the Programming Assessment Reemphasis the station as the unit of
analysis Production “cultures” in stations are
responsible for creating successful programs Develop tools for assessing local
programs genres and their formats Some early results --
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Variety is the Norm
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% of Stations Airing a Particular Local Program Genre
News & Pub Affairs 100%History 92%Lifestyle 92%Nature 80%Music 75%Arts & Culture 72%Travel 70%Food 52%Sports 46%Pers Improvement 45%How-To 41%
Local Programs Have Below Average Ratings (But that’s the problem with averages!)
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Average Hh Rating in SweepsAvg Non-Local Program 0.46Avg Local Program 0.35
Sports 1.05Travel 0.54Food 0.46Nature 0.45History 0.43How-To 0.38Music 0.32Lifestyle 0.28Arts & Culture 0.26News & Pub Affairs 0.26Pers Improvement 0.18
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Bright Spots Methodology We are used to focusing on the negative
and the “problems” – more task forces Local stations and their great
programming are essentially invisible nationally and with many other stations
Focus instead on what works – stations and programming find the bright spots!
Bright Spots -Travel
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Sweep Station Market MasterTitle HHRtg Day Time Weeks
Nov-10 KUSM Butte-Bozemn Backroads of Montana 5.22 Sun 7:00 PM ___4
Feb-10 WNPT Nashville Tennessee Crossroads 5.15 Thu 7:00 PM 1234
May-10 WNPT Nashville Tennessee Crossroads 4.58 Thu 7:00 PM 1234
Jul-10 WNPT Nashville Tennessee Crossroads 4.40 Thu 7:00 PM 1234
Nov-10 WNPT Nashville Tennessee Crossroads 3.77 Thu 7:00 PM 1234
May-10 KUFM Missoula Backroads of Montana 3.24 Mon 7:59 PM ___4
Nov-10 KVPT Fresno-Visalia Road Trip With Huell Howser 2.76 Thu 9:00 PM _2__
May-10 KISU Idaho Falls All Aboard: NW Railroad Adventure 2.51 Mon 10:00 PM ___4
May-10 KUSM Butte-Bozemn Backroads of Montana 2.51 Mon 7:59 PM ___4
Nov-10 KUSM Butte-Bozemn Backroads of Montana 2.31 Sun 7:30 PM 1__4
Range 5.2 to 2.3, Thu and Mon, Series Dominate
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Bright Spots - History
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Sweep Station Market MasterTitle HHRtg Day Time Weeks
May-10 WPNE Green Bay Wisconsin Vietnam War Stories 3.65 Wed 7:59 PM ___4
Nov-10 KRMJ Grand Junctn Colorado National Monument 3.60 Thu 9:00 PM ___4
Nov-10 KUON Lincoln The War: Nebraska Stories 3.17 Wed 8:30 PM 1___
Nov-10 WMEB Bangor Maine Experience 2.85 Thu 8:30 PM _234
Feb-10 KUSM Butte-Bozemn Power Brokers 2.76 Tue 7:59 PM ___4
Jul-10 WNPT Nashville Mountain Talk 2.73 Fri 7:00 PM _2__
Jul-10 WKAR Lansing Camp Forgotten 2.63 Tue 9:00 PM ___4
Nov-10 WGBY Springfield What Have They Done to Our Game? 2.61 Sun 10:30 PM _2__
Feb-10 WEDH Hartford All Things Connecticut 2.52 Thu 7:59 PM _2__
Nov-10 WBGU Lima Story of the Great Black Swamp 2.49 Thu 7:59 PM ___4
Range 3.7 to 2.5, Five Days, Specials Dominate
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Bright Spots - Food
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Sweep Station Market MasterTitle HHRtg Day Time Weeks
Feb-10 WEDH Hartford Eating Connecticut 3.31 Thu 8:30 PM _2__
Nov-10 WTTW Chicago Check, Please! 2.22 Fri 7:59 PM 1234
Feb-10 WTTW Chicago Check, Please! 2.01 Fri 7:59 PM 1234
May-10 WTTW Chicago Check, Please! 1.76 Fri 7:59 PM 1234
May-10 KTXT Lubbock Eat This! 1.71 Sun 9:00 PM _234
Nov-10 WHA Madison Wisconsin Foodie 1.70 Thu 7:00 PM 1234
Jul-10 WTTW Chicago Check, Please! 1.67 Fri 7:59 PM 1234
Jul-10 WHWC La Crosse Fish Fry Night Milwaukee 1.48 Wed 7:59 PM _2__
Jul-10 WTTW Chicago Check, Please! 1.44 Fri 7:30 PM 1234
May-10 KCPT Kansas City Check, Please! 1.43 Thu 7:59 PM 1234
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Phase I Moving to Phase II Case Studies of Successful Local Series Focus on stations that have iconic
local program series What production modules emerge? What genres function well in what
kinds of markets? Entertain new questions for specials
and pledge programs for phase II
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INITIAL FORMAT ANALYSIS
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TV is Ruthlessly Democratic Each day we all vote with our remotes Systemic factors influence choice somewhat
(demographics, daypart, viewing partner) Popular programs means more people
choose to watch that show rather than another; so why?
We started with series applicable to public TV – like Antiques Roadshow and Pawn Stars; Brain Games on National Geo and so on
These are national shows…not local
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Hit Shows are Popular for a Reason
We limit ourselves to programs/series that are non-scripted and not news or sports
Hit series share common threads: They are mostly human interest stories with
primal appeals (what’s it worth?; how did they do that? Isn’t that interesting? That is pretty!)
Most are essentially shot and edited in a similar ways – i.e., continuity editing
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Why Tennessee Crossroads? Consistently one of the top rated local
programs in the system A magazine half hour with four stories Stories mostly human interest about
people and places in Tennessee Single camera emphasis, off line edited The same producer Ken Simington since
the beginning – that’s continuity
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Format: Standard Host and Tease
Title is animated and features iconic story images
Has an amiable host who does open, intros and previews. Humor & Irony
Generally each of the four stories has its own producer who usually does the narration (and writing)
Videographers are station employees and usually edit the stories they shoot, not the producers
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Story Structure: Video Driven Stories are visually
oriented… Focus is on visually
appealing framing – often with depth of field
Editing sequences are traditional – long, medium and close up
Fire is elemental --
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Standard Confessional Framing
Little lip synch and lots of visuals to focus our attention on screen
Talking heads follow the confessional framing where the protagonist talks “off camera axis” to the producer and to us
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Parallel Narrative Development
Usual exposition arc (location, history,complications,victories large and small)
If a person has an interesting history/story it is developed in a nuanced manner
With artisans and crafts people – joy and pleasure of creation
Restaurants are their own universe – food and waiters
As are bed and breakfasts
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Viewers Hear Their Own Voices Crossroads is about ordinary and
average people not elites or the powerful or the political nor “the celebrity”
And viewers hear their “own voices” from the people in the stories -- which in a curious and profound way -- reaffirms the dignity of their own being and existence
And they tell the producers out on the road
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The Sweet Spot Hits have found the sweet spot – they
have a format, they have the story(ies) and they can repeat it week after week; decade after decade
Crossroads like many hit series triggers curiosity in viewers; a self perpetuating motive that keeps you viewing
What is not seen is just as important as what is seen in the stories
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Narrative StructureIn Tennessee Crossroads
“Chappy’s Restaurant”
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Cliff Notes: Chappy’s Restaurant
The story about Chappy and his Nashville restaurant is “nested” into three and perhaps four “mini-stories” which continuously piques our curiosity as the story(s) unfold and develop
An iconic character by definition engages and connects to the viewer’s “hot buttons” (i.e., their needs and interests)
Continuity editing mores are best when they are unobtrusive and unnoticed
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Cloning Tennessee Crossroads Hits are replicable… especially for
stations doing local programs The production world is going free lance Especially lifestyle programs which in
many cases have a long shelf life! Up next is natural history documentaries Local Pledge Shows Then news and public affairs
Questions
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Goal Appraisal Dissemination
Deliverable 1: A confidential station goal appraisal report
Deliverable 2: Webinar about local program goals
Bright Spots -- Format Analysis
March 2012 Webinar