Television Program Development - Charting New Paths


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How to create greater diversity in public broadcasting involving the cooperation and partnership with a Hispanic Serving Institution and its regional PBS Station

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Television Program Development - Charting New Paths

  1. 1. Television Program Development Charting New Paths by Chelse Benham 07/07/10
  2. 2. Why develop original programming? <ul><li>To increase awareness about the University </li></ul><ul><li>and elevate the institution’s image. </li></ul>07/07/10 Chelse Benham
  3. 3. This Presentation <ul><li>Establishes the need for original programming development. </li></ul><ul><li>Explains definitive strategies for creating original programming. </li></ul><ul><li>Encourages the formation of the Office of Television Program Development and Special Projects to meet this need. </li></ul>07/07/10 Chelse Benham
  4. 4. The Problem 07/07/10 Chelse Benham
  5. 5. Hispanics in the Media <ul><li>The “Invisible” Hispanic and the Stereotypes </li></ul>07/07/10 <ul><li>Television as a socializing force </li></ul><ul><li>Stereotypical roles and negative news stories create a </li></ul><ul><li>harmful public image </li></ul><ul><li>Impact on public policy makers </li></ul><ul><li>Fosters negative self-image among Hispanics </li></ul>Chelse Benham
  6. 6. Market Summary <ul><li>Hispanic Magazine </li></ul><ul><ul><li>reported in September 2003 - “Where are the Latinos?”- the article argues TV networks continue to turn a blind eye to increasing Hispanic demographics . </li></ul></ul>07/07/10 Chelse Benham
  7. 7. 07/07/10 Source: Entravision Communications Corporation Hispanics represent 12.5% of the population, but contribute 40% total U.S. population growth
  8. 8. 07/07/10 Source: Entravision Communications Corporation Illustrates a strong distribution stream.
  9. 9. 07/07/10 Source: Entravision Communications Corporation 7.5 Million Hispanics in Border Markets!
  10. 10. 07/07/10 Source: Entravision Communications Corporation 6 out 15 top markets are in Texas
  11. 11. Market Summary continued... <ul><li>U.S. Hispanic Market </li></ul><ul><ul><li>U.S. Hispanic buying power is approximately $480 billion and it will reach $2 trillion by 2020. - Entravision Communications 2002 </li></ul></ul>07/07/10 Source: Entravision Communications Corporation Chelse Benham
  12. 12. Market Summary continued... <ul><li>Advertising market </li></ul><ul><ul><ul><li>U.S. advertisers spent $2 billion in 2002 to place ads on Spanish-language television. - Nielsen Media Research </li></ul></ul></ul>07/07/10 Chelse Benham
  13. 13. Hispanic Culture and Our Place In It 07/07/10 Chelse Benham
  14. 14. Unique Positioning <ul><li>The University of Texas-Pan American </li></ul><ul><ul><li>Serves a predominately Hispanic population. </li></ul></ul>07/07/10 Chelse Benham
  15. 15. Unique Positioning <ul><li>The University of Texas-Pan American </li></ul><ul><ul><li>Has a unique position as the largest Regional four year University in South Texas. </li></ul></ul>07/07/10 Chelse Benham
  16. 16. Unique Positioning <ul><li>The University of Texas-Pan American </li></ul><ul><ul><li>Has an experts base of more than 700 faculty. </li></ul></ul>07/07/10 Chelse Benham
  17. 17. The Solution 07/07/10 Chelse Benham
  18. 18. 07/07/10 Think Globally, P RODUCE L OCALLY Chelse Benham
  19. 19. The Four C’s of Programming <ul><li>Control </li></ul><ul><ul><ul><li>Mastery over the Message </li></ul></ul></ul><ul><li>Coverage </li></ul><ul><ul><ul><li>Exposure Increases Identity </li></ul></ul></ul><ul><li>Creativity </li></ul><ul><ul><ul><li>Opens the Door to Possibility </li></ul></ul></ul><ul><li>Cash </li></ul><ul><ul><ul><li>Ownership Equals Revenue </li></ul></ul></ul>07/07/10 Chelse Benham
  20. 20. Types of Productions <ul><li>Original Local Programming </li></ul><ul><ul><li>Grant writing, sponsorships and underwriting </li></ul></ul><ul><li>Co-Productions </li></ul><ul><ul><li>Shared costs and resources </li></ul></ul><ul><li>Program Acquisition </li></ul><ul><ul><li>Annenberg free programming feed </li></ul></ul><ul><ul><li>Pay for programming </li></ul></ul><ul><li>Informative Based Productions </li></ul><ul><ul><li>Contract to produce and air productions for a fee for Non-profit Organizations, NGO’s & Government factions </li></ul></ul>07/07/10
  21. 21. UTPA’s Funding Profile <ul><ul><li>Non-profit organization </li></ul></ul><ul><ul><ul><li>provide services and higher education to a region </li></ul></ul></ul><ul><ul><ul><li>“ Historically Under-Served” making us a funding </li></ul></ul></ul><ul><ul><ul><li>priority for many foundations, corporations and funding </li></ul></ul></ul><ul><ul><ul><li>agencies </li></ul></ul></ul><ul><ul><li>Serve predominately minority population </li></ul></ul><ul><ul><ul><li>That maintains strong cultural traditions while striving for the American Dream </li></ul></ul></ul><ul><ul><li>High poverty and the issues related to it: </li></ul></ul><ul><ul><ul><li>poor health </li></ul></ul></ul><ul><ul><ul><li>reproductive health and gender inequality </li></ul></ul></ul><ul><ul><ul><li>poor prenatal and child care </li></ul></ul></ul><ul><ul><ul><li>low education attainment </li></ul></ul></ul>07/07/10 Chelse Benham
  22. 22. Funding & The 501-C (3) Advantage <ul><li>Available granting agencies that fund television programming </li></ul><ul><ul><ul><li>Pew Charitable Trusts ($300,000 aver. per project) </li></ul></ul></ul><ul><ul><ul><li>Ford Foundation ($300,000 aver. per project) </li></ul></ul></ul><ul><ul><ul><li>MacArthur Foundation ($5.5 million) </li></ul></ul></ul><ul><ul><ul><li>Public Broadcast Service/CPB ($14 million) </li></ul></ul></ul><ul><ul><ul><li>Carnegie Corporation ($80 million) </li></ul></ul></ul><ul><ul><ul><li>Rockefeller Foundation ($140 million) </li></ul></ul></ul><ul><ul><ul><li>David & Lucile Packard Foundation ($250 million) </li></ul></ul></ul><ul><ul><ul><li>Bill & Melinda Gates Foundation ($6 billion ) </li></ul></ul></ul>07/07/10 Chelse Benham
  23. 23. Funding & 501C Advantage 07/07/10 <ul><ul><ul><li>Latino Public Broadcasting </li></ul></ul></ul><ul><ul><ul><li>National Asian American Telecommunications Association (NAATA) </li></ul></ul></ul><ul><ul><ul><li>National Black Programming Consortium </li></ul></ul></ul><ul><ul><ul><li>NEH, NEA, NSF, NIH </li></ul></ul></ul><ul><ul><ul><li>The Foundation Center </li></ul></ul></ul><ul><ul><ul><li>U.S. Department of Education </li></ul></ul></ul>Chelse Benham
  24. 24. Co-Productions Partnerships and Underwriters <ul><li>Univision/ Telemundo </li></ul><ul><li>PBS/CPB </li></ul><ul><li>Other Universities </li></ul><ul><li>Major Corporations </li></ul><ul><li>Local Businesses </li></ul><ul><li>State Agencies </li></ul><ul><li>Cable Networks </li></ul>07/07/10 Chelse Benham
  25. 25. Co-Production Partnership Possibility <ul><li>Virtual Reality Models </li></ul><ul><ul><li>Partner with The University of North Dakota </li></ul></ul><ul><ul><li>Dr. Richard Fowler </li></ul></ul><ul><ul><li>NSF Grant </li></ul></ul><ul><ul><li>Build virtual worlds as a learning model for </li></ul></ul><ul><ul><ul><li>Anthropology </li></ul></ul></ul><ul><ul><ul><li>Computer Science </li></ul></ul></ul>07/07/10 Chelse Benham
  26. 26. Programming ideas that should be ours 07/07/10 “ The Forgotten Americans” Chelse Benham
  27. 27. Some programming ideas that could be ours: <ul><li>The Ranching Industry </li></ul><ul><li>Laws and the Spanish Influence </li></ul><ul><li>The Valley, Birthplace of Tejano Music </li></ul><ul><li>Reality series on the excavation site in Peru </li></ul><ul><li>College for Texans - dramatic performance enrollment video </li></ul>07/07/10 Chelse Benham
  28. 28. Dollars & Sense <ul><li>Giving away programming for free, has a quantifiable dollar value. </li></ul><ul><li>Program length = Cost of air time </li></ul>07/07/10 Chelse Benham
  29. 29. Distribution to Maximize Production Return <ul><li>PBS, NETA, APT, CEN </li></ul><ul><ul><li>Distributes to all Local PBS stations around the nation </li></ul></ul><ul><li>Other Cable Networks </li></ul><ul><ul><li>Supply programming small acquisitions fees </li></ul></ul>07/07/10 Chelse Benham
  30. 30. Distribution continued... <ul><li>Distribution for worldwide markets and home video </li></ul><ul><ul><li>Adler Media </li></ul></ul><ul><li>Catalogues and Home Video Markets </li></ul>07/07/10 Chelse Benham
  31. 31. Distribution continued... <ul><li>RGV Association of ITV Stations </li></ul><ul><ul><li>Air programming in the Independent School Districts </li></ul></ul><ul><li>Urban Community Stations and University Stations </li></ul><ul><ul><li>ECN Channel 12 </li></ul></ul>07/07/10 Chelse Benham
  32. 32. Distribution continued... <ul><li>Annenberg Channel </li></ul><ul><li>State Education Networks </li></ul><ul><li>Foreign Markets </li></ul><ul><li>Streaming Video on Internet </li></ul>07/07/10 Chelse Benham
  33. 33. <ul><li>Original long format programming </li></ul><ul><li>Programming with a national focus </li></ul><ul><li>Programming designed for distribution </li></ul><ul><li>Programming with maximum production value </li></ul>What we are currently NOT producing NOW : 07/07/10 Chelse Benham
  34. 34. Goals & Objectives <ul><li>5-Year Goals </li></ul><ul><ul><li>To produce a major portion of original programming for the University station and ECN Channel 12. </li></ul></ul>07/07/10 Chelse Benham
  35. 35. Goals & Objectives <ul><li>5-Year Goals continued... </li></ul><ul><ul><li>To distribute original programming across the country thus improving the University’s identity and national position. </li></ul></ul>07/07/10 Chelse Benham
  36. 36. Goals & Objectives <ul><li>5-Year Goals continued... </li></ul><ul><ul><li>To establish the University as a leading source of Hispanic and educational programming. </li></ul></ul>07/07/10 Chelse Benham
  37. 37. Goals & Objectives <ul><li>5-Year Goals continued... </li></ul><ul><ul><li>To provide fair representation in the media about the culturally rich Hispanic population. </li></ul></ul>07/07/10 Chelse Benham
  38. 38. <ul><ul><li>HELPS to maintain high retention rates </li></ul></ul><ul><ul><li>FOSTERS ownership due to collaboration </li></ul></ul><ul><ul><li>AUGMENTS the core curriculum </li></ul></ul><ul><ul><li>PROVIDES professional experience </li></ul></ul><ul><ul><li>HIGHLIGHTS the talent of the students </li></ul></ul>07/07/10 Educational Impact Chelse Benham Involving students to help with programming :
  39. 39. The Strategy 07/07/10 Chelse Benham
  40. 40. What does this all mean? 07/07/10 Chelse Benham
  41. 41. 07/07/10 Form a department to focus on developing programming and acquiring funding. Chelse Benham
  42. 42. <ul><li>By applying for and obtaining funding through grants, sponsorships and underwriting, original programming production sustains itself. </li></ul><ul><li>Seeking partnerships with other production facilities creates marginal costs with high return. </li></ul><ul><li>Utilizing University experts reassures high quality educational programming and bolsters the University’s image. </li></ul>07/07/10 FUNDING IS AVAILABLE Chelse Benham
  43. 43. 07/07/10 Prime Objective is to: Provide a steady source of materials on a self-sustaining basis which promotes the University. The Department of Television Program Development and Special Projects Chelse Benham
  44. 44. Department of Television Program Development and Special Projects <ul><li>Director must focus on: </li></ul><ul><li>Full Product Development </li></ul><ul><ul><ul><ul><li>Creating new program ideas </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Writing program summaries & budgets; consulting with experts; dealing with clients and potential sponsors, acting as inter-campus liaison </li></ul></ul></ul></ul><ul><ul><ul><li>Acquire Funding through </li></ul></ul></ul><ul><ul><ul><ul><li>Grant Writing & Co-production partners </li></ul></ul></ul></ul><ul><ul><ul><li>Overseeing implementation of production and responsible for program delivery </li></ul></ul></ul>07/07/10
  45. 45. 07/07/10 Chelse Benham Last Thought... “ Be the change you wish to see in the world .” - Mahatma Gandhi
  46. 46. 07/07/10 Let a culture be heard... Let a culture be seen. Chelse Benham