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Learning The Landscape Ace2009

Learning The Landscape Ace2009






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    Learning The Landscape Ace2009 Learning The Landscape Ace2009 Presentation Transcript

    • Emily E. Eubanks, University of Florida J. Faith Peppers, University of Georgia Learning the Landscape: Potential for Regional Public TV Projects ACE/NETC 2009
    • Partnerships
      • Why are we creating one?
      • How did it happen?
      • Where did the idea come from?
    • Your Southern Garden with Walter Reeves A University of Florida & University of Georgia Gardening Show
    • Your Southern Garden
      • Collaborative effort between UF and UGA
      • Based on Gardening in Georgia (10-year program)
        • Perennially one of GPB’s most watched and highest rated locally-produced programs
      • Expanding to the Southeastern region
    • Gardening in Georgia Background
      • Partnership with Georgia Public Broadcasting
      • Began airing in 1998
      • 2002-2006 on hiatus due to budget cuts
    • Show Success
      • Expertise provided by college experts
      • Exceptional production quality and talent of the crew
      • Reputation of show host
    • The Host: Walter Reeves
      • Presents a unique blend of real-life expertise and the latest unbiased, research-based information
      • Retired after 29 years as a horticulture educator with UGA
      • Best-selling author of gardening books
      • Frequent speaker on gardening
    • Current Gardening in Georgia Funding
      • UGA
      • GPB
      • Corporate underwriters
    • Expansion
      • Pursued talks with
        • University of Florida
        • Auburn University
        • Clemson University
        • University of Tennessee
      • June 2008 – signed MOU with UF/IFAS
      • May 2009 – resigned MOU with UF/IFAS
    • Commitment Levels
      • Co-producer level
        • $100,000
          • 26 shows per season equal number of specialists
          • Recognized in opening credits
          • Logo included on all publicity materials
      • Underwriter
        • $75,000
          • Noted in closing credits
          • 13 state-specific segments in show content over 26-week season
        • $50,000
          • Noted in closing credits
          • 7 state-specific segments
    • Co-Producer Responsibilities
      • Appoint liaison to the production team
        • Contribute to content decisions
        • Facilitate opportunities to have their college specialists featured
      • Work with production team to
        • Identify segment ideas
        • Provide specialists to appear on camera
        • Help set-up pre-arranged shoots
      • Total time commitment is usually 10-12 days a year
    • In Return
      • Partner institutions get
        • 15-second promotional spot at the open and close of each episode
        • Featured in weekly promotion materials, exhibits and printed materials
    • Advantages
      • Pool resources to provide high-quality program with tremendous educational value to citizens of our states
      • Provide that programming with relatively low financial input that offers ample opportunity to be self-supporting through outside support
      • Widens the pool of corporate underwriters
      • Experienced production staff is fully aware and committed to the land-grant mission
    • Challenges
      • MOU - writing and getting consensus
      • Florida’s difficult configuration of public broadcasting
      • Finding a name
    • Program Elements
      • Half-hour program
      • 26 episodes
      • Florida and Georgia specialists and locations featured
      • Gives viewers practical “how-to” information
    • America Gardens
      • Three out of four American households own some kind of yard or garden. This is a little bit higher in Florida.
        • This means 75% of adults have an interest in gardening information.
      • Average U.S. gardening household spent $464 on lawn and gardening activities between 1999 and 2004
        • Florida’s Green Industry contributed $15.2 billion to the state economy in 2005.
        • Until severe drought, the green industry was the fastest growing segment of Georgia agriculture.
    • The Audience
      • Highly educated and in the upper income bracket
      • Disposable dollars to spend on gardening
      • Fastest growing segment is males between 35-49 years old
      • Many characteristics of gardening audiences are the same as PBS audiences.
    • Research
      • Gardeners prefer to receive customized information that will help them in their own backyard –
      • Gardeners are information seekers and prefer to receive their gardening information in multiple methods – television, radio, web, etc.
        • Meyers, Irani, and Eckhardt (2006)
    • Your Southern Garden
      • Your Southern Garden is a place to learn.
      • It’s a program where the average home gardener can find out how to choose the right plants, how to work the soil, and how to care for lawns.
      • It’s an opportunity for Southeastern land-grant universities to demonstrate how we work as a cooperative system and reinforce that message with this key audience.
    • Contact Us
      • Emily Eubanks, Communications Coordinator
      • Center for Landscape Conservation and Ecology
      • University of Florida/IFAS
      • PO Box 110675
      • Gainesville, FL 32611
      • (352) 382-1831 ext. 246
      • [email_address]
      • Faith Peppers, Public Affairs Team Leader
      • College of Agricultural & Environmental Sciences
      • University of Georgia
      • 116 Hoke Smith Building
      • Athens, Ga.  30602
      • (770) 640-4840
      • [email_address]