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

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