An analysis of public broadcasting on Indiana\'s TV stations with an in depth look at solutions to improve their strategies. From my Telecommunications Management class at Indiana University.
2. PBS is a private, nonprofit corporation Founded in 1969 Members are America’s public TV stations PBS provides quality TV programming and related services to 356 noncommercial stations Serving all 50 states, Puerto Rico, U.S. Virgin Islands, Guam, and American Samoa PBS Corporate Facts http://www.pbs.org/aboutpbs/aboutpbs_corp.html Public Broadcasting Service
3. PBS features the following programming: Children Cultural Educational History Nature News Public Affairs Science PBS Corporate Facts http://www.pbs.org/aboutpbs/aboutpbs_corp.html Public Broadcasting Service
4. PBS provides: Program Distribution and Promotion Education Services New Media Ventures Fundraising Support Engineering and Technology Development Video Marketing PBS Corporate Facts http://www.pbs.org/aboutpbs/aboutpbs_corp.html Public Broadcasting Service
5. 168 noncommercial, educational licensees operate 356 PBS member stations Of the 168 licensees… 87 = community organizations 56 = colleges/universities 20 = state authorities 5 = local education or municipal authorities PBS Corporate Facts http://www.pbs.org/aboutpbs/aboutpbs_corp.html PBS Member Stations
6. Audience PBS is averaging a 1.2 primetime rating during the 2007-2008 season-to-date. More than 61 million people in 39 million households watch public television either on-air or online during an average week The majority of American households (55%: more than 115 million people) access PBS content either on-air or online each month. PBS Corporate Facts http://www.pbs.org/aboutpbs/aboutpbs_corp.html
7. Audience PBS’ prime time audience is significantly larger than many of the commercial channels frequently cited as competitors HBO: .8 History Channel: .8 Discovery Channel: .7 CNN: .7 Learning Channel: .6 Bravo: .5 PBS Corporate Facts http://www.pbs.org/aboutpbs/aboutpbs_corp.html
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9. Demographics Buying Power Index (a measurement of a market's capability to buy) Marion .3108 Hamilton .1035 Madison .0389 Johnson .0436 Monroe .0385 Source: Indiana Business Research Center, Kelley School of Business, Indiana University
10. Demographics County Household Income ($20K-$34,999) Percentage Marion 24.8 Hamilton 12.6 Madison 26.2 Johnson 19.7 Monroe 24.0 Source: Indiana Business Research Center, Kelley School of Business, Indiana University
11. Demographics County Household Income ($35K-$49,999) Percentage Marion 19.9 Hamilton 15.4 Madison 20.2 Johnson 20.2 Monroe 16.3 Source: Indiana Business Research Center, Kelley School of Business, Indiana University
12. Demographics County Household Income ($50,000 +) Percentage Marion 34.1 Hamilton 63.8 Madison 31.4 Johnson 45.7 Monroe 29.2 Source: Indiana Business Research Center, Kelley School of Business, Indiana University
13. Demographics Marion % of population by Age Group: Age Percentage 18-24 8.9% 25-34 14.8% 35-49 23.1% 50+ 26.5% Source: Indiana Business Research Center, Kelley School of Business, Indiana University
14. Demographics Hamilton % of population by Age Group: Age Percentage 18-24 8.4% 25-34 13.7% 35-49 25.4% 50+ 22.8% Source: Indiana Business Research Center, Kelley School of Business, Indiana University
15. Demographics Madison % of population by Age Group: Age Percentage 18-24 9.4% 25-34 12.2% 35-49 21.1% 50+ 33.5% Source: Indiana Business Research Center, Kelley School of Business, Indiana University
16. Demographics Johnson % of population by Age Group: Age Percentage 18-24 9.6% 25-34 13.3% 35-49 23.0% 50+ 27.7% Source: Indiana Business Research Center, Kelley School of Business, Indiana University
17. Demographics Monroe % of population by Age Group: Age Percentage 18-24 23.4% 25-34 18.0% 35-49 17.9% 50+ 23.0% Source: Indiana Business Research Center, Kelley School of Business, Indiana University
18. Area Wages All Jobs: Local wages $5K below Indiana, $10K below U.S. Source: Indiana Business Research Center, Kelley School of Business, Indiana University
19. Students claim to purchase the following at least 1-3 times per week: 66% purchase fast-food or pizza 45% purchase food at a casual or self-serve restaurant 48% purchase drinks at bars 38% purchase grocery/drug store items 38% purchase food at full-service restaurants Shopping Habits Source: http://bloomington.in.gov/media/media/application/pdf/1470.pdf
20. Students claim to purchase the following at least 1-2 times per month: 55% purchase clothing/accessories 55% purchase movies/rentals 45% purchase beauty services 31% purchase office/school supplies Shopping Habits Source: http://bloomington.in.gov/media/media/application/pdf/1470.pdf
21. Students claim to purchase the following almost never: 65% almost never purchase hardware/crafts 61% almost never purchase jewelry 50% almost never purchase electronics Shopping Habits Source: http://bloomington.in.gov/media/media/application/pdf/1470.pdf
35. The RyderNewspaper Competition IDS Herald Times Bedford Times Columbus Republic Tribune Star News and Tribune http://www.news-tribune.net/sitemap
36. Internet Component Public Television and Programming: College Students: current students at Universities looking for television schedules, job offerings, and information on programs Professors: teachers who live in the area of the station’s reach, looking for TV schedules, free programming to show students, and job openings to pass along to students Parents: parents looking for educational content, children’s programming schedules, and special event times and locations for their children WTIU http://www.wtiu.edu
37. Internet Component Public Radio Programming: College Students: current students at Universities looking for radio schedules, job offerings, and information on radio programming Professors: teachers who live in the area of the station’s reach, looking for radio schedules, public announcements, and music of their choice Listeners use the website when looking for radio schedules, jobs, and news about local bands. WFIU http://www.wfiu.org
39. WTIU’s strategy will be to acquire a secondary market of College Students WTIU Late night schedule featuring young adult programming Top rated user-generated content featured every week. Indiana University Athletic show (Analysis, interviews, Recap) 2009 Content Goals
40. Internet User Generated content uploaded to site by general public Reruns archived online the night after airing Free registered forums (divided by county, topic and school) WFIU Strong audience approval for Classical Music and NPR Continue to allow listeners to review previous shows online Content Goals Cont.
41. WFIU HD Radio New digital technology Offers more programming choices and better digital sound quality Allows WFIU to split its signal into two channels 2 Stations in 1: HD-1 and HD-2 Only available to 103.7 fm listeners in Monroe County and surrounding areas Coverage area is smaller than with analog signal WFIU http://wfiu.org/hdradio.htm
42. Reasons to get HD Radio Two WFIU Channels instead of One More choice of shows CD Quality Sound Clearer sound and improved quality It’s New Technology Improves the familiar radio experience No Monthly Fee No subscription required WFIU http://wfiu.org/hdradio.htm
43. Specifically, students should be attractive because: they appear to have little loyalty (the number of years in town), are willing to try new places/products, are driven to shop by convenience/location, and are willing to listen to others to try new places (i.e. heavy emphasis on word-of-mouth). As such, attempting to generate secondary revenues from the student market is a good idea – especially if: the business has a strong location attractive to both students and a more permanent, local market (e.g. the East side of town). Are students a viable target market? Source: http://bloomington.in.gov/media/media/application/pdf/1470.pdf
44. WTIU and WFIU plans to reach its target market by using the following strategies: Continued Campus Bus advertising Local Billboards Local newspapers and magazines Facebook advertisements promoting user-generated content opportunities. Sponsorship of IU emergency notification system ex: “tune into WFIU for further information” Advertising and Promotions
45. When asked where they find information about local businesses (e.g. new business, existing business, sales, current events, etc.), students claimed they use the following almost always or often: Say What? Source: http://bloomington.in.gov/media/media/application/pdf/1470.pdf
46. Summer Family Movie Nights (Fridays) Lawn Chair Rental Picnic oriented - located in Dunn Meadow Donations Welcome Jazz/Classical Music Festival Raise money and promote through local businesses % of ticket revenues would go to local charity Special Events
