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Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
Public Broadcasting Analysis in Indiana
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Public Broadcasting Analysis in Indiana

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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.

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.

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  • 1. Public Broadcasting<br />Sara Rusboldt<br />David Leininger<br />Tess Agnelneri<br />J.R. Renbarger<br />John Deremo<br />
  • 2. PBS is a private, nonprofit corporation<br />Founded in 1969<br />Members are America’s public TV stations<br />PBS provides quality TV programming and related services to 356 noncommercial stations<br />Serving all 50 states, Puerto Rico, U.S. Virgin Islands, Guam, and American Samoa<br />PBS Corporate Facts<br />http://www.pbs.org/aboutpbs/aboutpbs_corp.html<br />Public Broadcasting Service<br />
  • 3. PBS features the following programming:<br />Children <br />Cultural<br />Educational<br />History<br />Nature<br />News<br />Public Affairs<br />Science<br />PBS Corporate Facts<br />http://www.pbs.org/aboutpbs/aboutpbs_corp.html<br />Public Broadcasting Service<br />
  • 4. PBS provides:<br />Program Distribution and Promotion<br />Education Services<br />New Media Ventures<br />Fundraising Support<br />Engineering and Technology Development<br />Video Marketing<br />PBS Corporate Facts<br />http://www.pbs.org/aboutpbs/aboutpbs_corp.html<br />Public Broadcasting Service<br />
  • 5. 168 noncommercial, educational licensees operate 356 PBS member stations<br />Of the 168 licensees…<br />87 = community organizations<br />56 = colleges/universities<br />20 = state authorities<br /> 5 = local education or municipal authorities<br />PBS Corporate Facts<br />http://www.pbs.org/aboutpbs/aboutpbs_corp.html<br />PBS Member Stations<br />
  • 6. Audience<br />PBS is averaging a 1.2 primetime rating during the 2007-2008 season-to-date.<br />More than 61 million people in 39 million households watch public television either on-air or online during an average week<br />The majority of American households (55%: more than 115 million people) access PBS content either on-air or online each month.<br />PBS Corporate Facts<br />http://www.pbs.org/aboutpbs/aboutpbs_corp.html<br />
  • 7. Audience<br />PBS’ prime time audience is significantly larger than many of the commercial channels frequently cited as competitors<br />HBO: .8<br />History Channel: .8<br />Discovery Channel: .7<br />CNN: .7<br />Learning Channel: .6<br />Bravo: .5<br />PBS Corporate Facts<br />http://www.pbs.org/aboutpbs/aboutpbs_corp.html<br />
  • 8.
  • 9. Demographics<br />Buying Power Index <br />(a measurement of a market's capability to buy) <br />Marion .3108<br />Hamilton .1035 <br />Madison .0389<br />Johnson .0436<br />Monroe .0385<br />Source: Indiana Business Research Center, Kelley School of Business, Indiana University <br />
  • 10. Demographics<br />County Household Income ($20K-$34,999)<br /> Percentage<br />Marion 24.8<br />Hamilton 12.6 <br />Madison 26.2<br />Johnson 19.7<br />Monroe 24.0<br />Source: Indiana Business Research Center, Kelley School of Business, Indiana University <br />
  • 11. Demographics<br />County Household Income ($35K-$49,999)<br /> Percentage<br />Marion 19.9<br />Hamilton 15.4 <br />Madison 20.2<br />Johnson 20.2<br />Monroe 16.3<br />Source: Indiana Business Research Center, Kelley School of Business, Indiana University <br />
  • 12. Demographics<br />County Household Income ($50,000 +)<br /> Percentage<br />Marion 34.1<br />Hamilton 63.8<br />Madison 31.4<br />Johnson 45.7<br />Monroe 29.2<br />Source: Indiana Business Research Center, Kelley School of Business, Indiana University <br />
  • 13. Demographics<br />Marion<br />% of population by Age Group:<br />Age Percentage<br /> 18-24 8.9%<br /> 25-34 14.8%<br /> 35-49 23.1%<br /> 50+ 26.5%<br />Source: Indiana Business Research Center, Kelley School of Business, Indiana University <br />
  • 14. Demographics<br />Hamilton<br />% of population by Age Group:<br />Age Percentage<br /> 18-24 8.4%<br /> 25-34 13.7%<br /> 35-49 25.4%<br /> 50+ 22.8%<br />Source: Indiana Business Research Center, Kelley School of Business, Indiana University <br />
  • 15. Demographics<br />Madison<br />% of population by Age Group:<br />Age Percentage<br /> 18-24 9.4%<br /> 25-34 12.2%<br /> 35-49 21.1%<br /> 50+ 33.5%<br />Source: Indiana Business Research Center, Kelley School of Business, Indiana University <br />
  • 16. Demographics<br />Johnson<br />% of population by Age Group:<br />Age Percentage<br /> 18-24 9.6%<br /> 25-34 13.3%<br /> 35-49 23.0%<br /> 50+ 27.7%<br />Source: Indiana Business Research Center, Kelley School of Business, Indiana University <br />
  • 17. Demographics<br />Monroe<br />% of population by Age Group:<br />Age Percentage<br /> 18-24 23.4%<br /> 25-34 18.0%<br /> 35-49 17.9%<br /> 50+ 23.0%<br />Source: Indiana Business Research Center, Kelley School of Business, Indiana University <br />
  • 18. Area Wages <br />All Jobs:<br />Local wages $5K below Indiana, $10K below U.S.<br />Source: Indiana Business Research Center, Kelley School of Business, Indiana University <br />
  • 19. Students claim to purchase the following at least 1-3 times per week:<br /> 66% purchase fast-food or pizza<br /> 45% purchase food at a casual or self-serve restaurant<br /> 48% purchase drinks at bars<br /> 38% purchase grocery/drug store items<br /> 38% purchase food at full-service restaurants<br />Shopping Habits<br />Source: http://bloomington.in.gov/media/media/application/pdf/1470.pdf<br />
  • 20. Students claim to purchase the following at least 1-2 times per month:<br /> 55% purchase clothing/accessories<br /> 55% purchase movies/rentals<br /> 45% purchase beauty services<br /> 31% purchase office/school supplies<br />Shopping Habits<br />Source: http://bloomington.in.gov/media/media/application/pdf/1470.pdf<br />
  • 21. Students claim to purchase the following almost never:<br /> 65% almost never purchase hardware/crafts<br /> 61% almost never purchase jewelry<br /> 50% almost never purchase electronics<br />Shopping Habits<br />Source: http://bloomington.in.gov/media/media/application/pdf/1470.pdf<br />
  • 22. Market Competition<br />Television Competition<br />Central Indiana<br /><ul><li>WTHR -13 (NBC)-6.42
  • 23. WISH - 8 (CBS)- 6.38
  • 24. WRTV - 6 (ABC)
  • 25. WXIN - 59 (FOX)</li></ul>Southwest Indiana<br /><ul><li>WTHI -10 (CBS)
  • 26. WTWO - 2 (T.H. Local)</li></ul>Radio Competition<br />WFIU Listening Area<br /><ul><li>96.7 FM
  • 27. 94.7 FM
  • 28. 92.3 FM
  • 29. 1370 AM
  • 30. 1340 AM
  • 31. 1010 AM</li></ul>Local Providers<br />http://www.pbs.org/teacherline/local-providers/<br />
  • 32. Market Competition<br />Magazine Competition<br /><ul><li>Indianapolis Monthly
  • 33. Our Brown County
  • 34. Bloom
  • 35. The Ryder</li></ul>Newspaper Competition<br />IDS<br />Herald Times<br />Bedford Times<br />Columbus Republic<br />Tribune Star<br />News and Tribune<br />http://www.news-tribune.net/sitemap<br />
  • 36. Internet Component<br />Public Television and Programming:<br />College Students: current students at Universities looking for television schedules, job offerings, and information on programs<br />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<br />Parents: parents looking for educational content, children’s programming schedules, and special event times and locations for their children<br />WTIU<br />http://www.wtiu.edu<br />
  • 37. Internet Component<br />Public Radio Programming:<br />College Students: current students at Universities looking for radio schedules, job offerings, and information on radio programming<br />Professors: teachers who live in the area of the station’s reach, looking for radio schedules, public announcements, and music of their choice<br />Listeners use the website when looking for radio schedules, jobs, and news about local bands.<br />WFIU<br />http://www.wfiu.org<br />
  • 38. Internet Component<br />WFIU<br />http://www.wfiu.org<br />
  • 39. WTIU’s strategy will be to acquire a secondary market of College Students<br />WTIU<br />Late night schedule featuring young adult programming<br />Top rated user-generated content featured every week.<br />Indiana University Athletic show (Analysis, interviews, Recap)<br />2009 Content Goals<br />
  • 40. Internet<br />User Generated content uploaded to site by general public<br />Reruns archived online the night after airing<br />Free registered forums (divided by county, topic and school)<br />WFIU<br />Strong audience approval for Classical Music and NPR<br />Continue to allow listeners to review previous shows online<br />Content Goals Cont.<br />
  • 41. WFIU HD Radio<br />New digital technology <br />Offers more programming choices and better digital sound quality<br />Allows WFIU to split its signal into two channels<br />2 Stations in 1: HD-1 and HD-2<br />Only available to 103.7 fm listeners in Monroe County and surrounding areas<br />Coverage area is smaller than with analog signal<br />WFIU<br />http://wfiu.org/hdradio.htm<br />
  • 42. Reasons to get HD Radio<br />Two WFIU Channels instead of One<br />More choice of shows<br />CD Quality Sound<br />Clearer sound and improved quality<br />It’s New Technology<br />Improves the familiar radio experience<br />No Monthly Fee<br />No subscription required<br />WFIU<br />http://wfiu.org/hdradio.htm<br />
  • 43. Specifically, students should be attractive because: <br />they appear to have little loyalty (the number of years in town),<br />are willing to try new places/products, are driven to shop by convenience/location, and<br />are willing to listen to others to try new places (i.e. heavy emphasis on word-of-mouth).<br />As such, attempting to generate secondary revenues from the student market is a good idea – especially if: <br />the business has a strong location attractive to both students and<br />a more permanent, local market (e.g. the East side of town).<br />Are students a viable target market?<br />Source: http://bloomington.in.gov/media/media/application/pdf/1470.pdf<br />
  • 44. WTIU and WFIU plans to reach its target market by using the following strategies:<br />Continued Campus Bus advertising<br />Local Billboards<br />Local newspapers and magazines<br />Facebook advertisements promoting user-generated content opportunities.<br />Sponsorship of IU emergency notification system ex: “tune into WFIU for further information”<br />Advertising and Promotions<br />
  • 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:<br />Say What?<br />Source: http://bloomington.in.gov/media/media/application/pdf/1470.pdf<br />
  • 46. Summer Family Movie Nights (Fridays)<br />Lawn Chair Rental<br />Picnic oriented - located in Dunn Meadow<br />Donations Welcome<br />Jazz/Classical Music Festival<br />Raise money and promote through local businesses<br />% of ticket revenues would go to local charity<br />Special Events<br />
  • 47. Budget (2009 Projections)<br />
  • 48. Questions? <br />

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