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Community Access TV System Strategy Design (may 2007)
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Community Access TV System Strategy Design (may 2007)

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  • This document is not a about predicting the future but initiating transformative processes that will enable CATS to respond to and actively engage with the challenges and changes that lie ahead.
  • Add effects where broadcast, inform, and capture are already there but then the rest of text comes in (fades, left to right, whatever)
  • This slide introduces a summary of the interim presentation given to cats previously.
  • Today’s youth is your future core audience
  • Reveal points one by one.
  • “… it was clear the technology (PVRs) had a major impact on how television was watched and arranged. For 8 of the 9 households we interviewed they had moved almost entirely to watching pre-recorded shows from the PVR…” Defintion: PVRs are hard disc based video recording devices (i.e. TiVo). Statistics Comcast PVR (source Comcast press kit) • Launched: 2003 • DVRs and ON DEMAND are changing the way people watch TV by putting them in control — 80 percent of customers with a DVR use ON DEMAND.
  • Statistics Comcast OnDemand (source Comcast press kit) • Launched: 2002 • In mature video-on-demand markets, more than 75 percent of digital cable customers have used the service in the past 90 days. • Comcast customers viewed more than 1.4 million HD ON DEMAND programs in December 2006.
  • www.worldofwarcraft.com , www.secondlife.com , see these to explore.
  • Sensory assault and saturation with content form a range of platform leads to increasing consumer apathy towards individual media outlets. Possible ways to counteract this are to create a sense of personal investment by the audience into CATS. Strategies to do this could include locally focused flagship programming, partnerships with other local institutions like museums or WTIU to increase CATS mindshare in the region. Further more production workshops could be used to rear a new generation of engaged content producers.
  • These are the main issues we want to emphasize at this point. And these changes are happening RIGHT NOW. ..
  • The facebook contest needs to be shining through you tube. The blue should be transaprent. Also cats needs to reach over into the amateure space. So the gray cell looks like a TV basically filling up the white zone up there.
  • Easy searchability. Sites like YouTube are overwhelmed by high volume low quality content.
  • Easy searchability. Sites like YouTube are overwhelmed by high volume low quality content. People recognize places they know in the real world (their home town) featured on TV. Create
  • Easy searchability. Sites like YouTube are overwhelmed by high volume low quality content.
  • Innovation!
  • The helix on the right denotes our strategic vision over time in which enterprise connects social and technological innovation for CATS
  • First social transformation steps.
  • First enterprise transformation steps. Business intelligence through industry bodies and personal contacts (network, network, network). Be assertive and proactive. Review and amend outcome of strategic review conducted by team alpha as applicable
  • First technological transformation steps. Fedora is an open source content management solution and in our professional opinion would represent a good fit for CATS needs. This system would manage all archive and production work flows, both short and long term. For further information please refer to www.fedora.info.
  • Needs some a picture of broken chains
  • 2008. Appoint a team of innovative thinkers from within the company to develop new concepts for content exploitation. This should be a forward looking exercise based on the technical capabilities that will become available to CATS over the coming years as part of the digital transformation project. At this point, this is not a full time operation, but merely a platform for discourse.
  • 2009.
  • 2010. Gears and cogs picture to be added. This is the year where CATS should fully transition into a digital transmission environment. Achieving this will depend on successful deployment of the MAM system as well as the selection of an automation vendor willing and able to integrate with this MAM system.
  • 2010. Gears and cogs picture to be added. This is the year where CATS should fully transition into a digital transmission environment. Achieving this will depend on successful deployment of the MAM system as well as the selection of an automation vendor willing and able to integrate with this MAM system.
  • 2010.
  • 2011.
  • 2012. Get yourself a new Team Alpha. We firmly believe that in the technology and media sector any predictions beyond the five year horizon will never be reliable; we thus feel that regularly reviewing the overall strategy of the company will help insure appropriate positioning as well as invigorate the company culture with progressive thoughts.
  • Beyond… Establish bridge heads in virtual games environments and other popular non traditional media outlets. Insert a picture for mobile
  • Beyond… CATS on demand logo? Insert Erik’s icon
  • Channel users to CATS site through Google searches (i.e. – searching for Lotus Festival points users to CATS on demand site) News content will be most likely delivered over 3G platforms other than conventional linear broadcast TV. Potential partnerships with other local news media (print) should be explored by CATS industry partnership officer.
  • The facebook contest needs to be shining through you tube. The blue should be transaprent. Also cats needs to reach over into the amateure space. So the gray cell looks like a TV basically filling up the white zone up there.

Community Access TV System Strategy Design (may 2007) Community Access TV System Strategy Design (may 2007) Presentation Transcript

  • anticipate. embrace. iterate.
  • Image by “Edublogger ” at www.flickr.com under Creative Commons license. “ For tomorrow belongs to the people who prepare for it today" African Proverb
  • C ommunity A ccess T elevision S ervices
    • broadcast (individual) ideas - public access
    • inform about local political process
    • capture and document valuable local content - Anthropological archive
  • previously… S WOT analysis
  • S W OT analysis
  • SW O T analysis
  • SWO T analysis
  • audiences are changing
  • the networked generation
  • surveys in Europe and U.S.
    • time spent watching TV and on the Internet by Age
    • (in minutes from imputed 24 hours in a day)
    <Source: STANFORD INSTITUTE FOR THE QUANTITATIVE STUDY OF SOCIETY , 2005> minutes in the U.S. (2005)
    • 16 – 24 year olds watch seven hours less television per week than the average viewer
    • 70% (compared to 41% of the general population) have used some kind of social networking site and one in five have their own website or blog.
    • younger audiences are watching less TV
    • <Source: Ofcom, Communication Markets 2006>
    in the UK (2006)
  • how do these new audiences consume media?
    • “… interviewees even struggled to name the last show they had watched on live TV…”
    • we are moving towards:
    • Faster than Real-Time Consumption
    • <Source, Brown, Barkhuus, University of Glasgow, CHI 2006>
    Personal Video Recorders (PVRs) replace linear TV consumption Image by “hunkdujour” at www.flickr.com under Creative Commons license.
  • On-Demand is growing
  • and there is more …
    • first the age of participatory media
      • consumer -> producer (more powerful than public access movement has ever been)
    • … now the age of multiplayer online gaming is coming
    • these changes are happening right now
  • standing out is getting harder Image by “libby” at www.flickr.com under Creative Commons license.
  • recap: the present situation
    • younger generations watch less TV
    • younger generations use the Net more
    • On Demand is growing
    • the audience is ready for technological transformation.
    • you should be ready too!
  • position & distinguish
  • positioning: the goal
    • by quality
      • curated content
      • production workshops
    Image by “dieselbug2007 ” at www.flickr.com under Creative Commons license. distinguish
    • by local focus
      • community events and issues
      • geographic context
      • a sense of ownership – my town my station
    http://maps.google.com distinguish
    • by relevance
      • provide a “low noise” environment
      • anthropological and contextual
    Image by “vilein kaasje” at www.flickr.com under Creative Commons license. Image by “chandos” at www.flickr.com under Creative Commons license. distinguish
  • how do we achieve all of this?
  • reengineering the corporate DNA the helix on the right denotes our strategic vision over time in which enterprise connects social and technological innovation for CATS three transformations of CATS
  • create personal investment by the audience and contributors Image by “enkai” at www.flickr.com under Creative Commons license. social transformation: goals
    • foster company culture that is
      • inquisitive of the future
      • pursuing innovation
      • responsive to audience’s needs
    Image by “think001” at www.flickr.com under Creative Commons license. social transformation: goals
  • empower the community by providing a stage for self-articulation, socialization and education Image by “leepro” at www.flickr.com under Creative Commons license. social transformation: goals
  • becoming a self-confident organization
    • increase CATS mindshare in Monroe County community
    • adopt proactive position for relationships with AT&T, Insight and equipment vendors
    Image by “daveybot” at www.flickr.com under Creative Commons license. enterprise transformation: goals
    • cut technical overheads
    • secure and advocate funding and steer political framework
    Image by “J.Ota” at www.flickr.com under Creative Commons license. becoming a self-confident organization enterprise transformation: goals
    • adjust management and recruitment style to support the above goals and promote:
      • agility
      • employee empowerment
      • innovation and
      • entrepreneurial spirit
    Image by “nbraier ” at www.flickr.com under Creative Commons license. becoming a self-confident organization enterprise transformation: goals
    • become independent from obsolete technology
    • reduce operational complexity
    Image by “eqqman” at www.flickr.com under Creative Commons license. technological transformation
    • increase production speed
    • provide capabilities for new product and platform offerings
      • news
      • mobile
      • IPTV
    Image by “beto” at www.flickr.com under Creative Commons license. technological transformation
  • unlock access to valuable archive content technological transformation
  • how do we accomplish these goals? we set targets , we track progress , we reach milestones
  • social Transformation enterprise Transformation technological Transformation the transformations
  • the following slides represent a phased implementation plan accounting for CATS funding structure
  • Now 2008 2009 2010 2011 2012 beyond 2013 start community outreach and training seminars communicate social transformation plans to staff Image by “Brenda Anderson ” at www.flickr.com under Creative Commons license. kicking things off!
    • build an organization that is designed around change .
    • foster innovation and entrepreneurial spirit – recruit employees from smaller companies in cutting edge areas that are constantly changing.
    • employees will receive recognition for innovative ideas.
    * The following 3 slides were created with support by Erik Kurdziel, MBA Graduate, Kelly School of Business Tangent… start the (Kelley) MBA view*
    • what gets measured, gets done . Make this part of the company values.
    • measure people along the company values in their reviews.
    • to allow agility and company empowerment, the company must have a top down structure that invites input and allows employees at all levels to make decisions.
    Tangent… middle measure contributions
    • be Agile! Requires inclusion of employees in meetings and idea sharing , asking and responding to input (even from secretaries), and having a clear vision .
    • be Proactive! You can't constantly react to what your competitors do and say you're unique.
    • be Lean! Keep a relatively flat organization structure.
    Tangent… end agile management
  • Now 2008 2009 2010 2011 2012 beyond 2013 create dedicated IT developer position negotiate HDTV carriage with Insight gather intelligence on AT&T U-verse through partner stations kicking things off!
  • Now 2008 2009 2010 2011 2012 beyond 2013 communicate digital transformation plans to staff use existing Xserve to link Final Cut suites setup Fedora open source MAM test bed by the end of the year kicking things off!
    • go open source and significantly improve
      • searching
      • managing
      • re-use
    • of archive content by migrating to an all digital MAM (media asset management) system.
    Tangent… start benefits of MAM
    • liberates product development from vendor commitment
    • no subscription licenses
    • technical support independent of specific vendor
    Tangent… end benefits of open source
  • Now 2008 2009 2010 2011 2012 beyond 2013 establish interactive task force appoint industry partnership officer first trial archive ingest Image by “ijiwaru jimbo ” at www.flickr.com under Creative Commons license. gaining traction
  • Now 2008 2009 2010 2011 2012 beyond 2013 assess interactive content options negotiate PVR metadata delivery with Insight begin automation vendor pre-selection selected programs broadcast in HDTV Image by “lharkness ” at www.flickr.com under Creative Commons license. year of high definition
  • Now 2008 2009 2010 2011 2012 beyond 2013 re-launch government meeting portal sign off and fully deploy media asset management (MAM) system start five year archive digitization project year of change
  • Now 2008 2009 2010 2011 2012 beyond 2013 automation system procurement full transmission and MAM integration year of change (continued)
  • Now 2008 2009 2010 2011 2012 beyond 2013
    • leverage production workshops
    • seed flagship programming
    • school outreach
    • community events
    this will help curate quality content and develop a new generation of local contributors quality content initiative
  • Now 2008 2009 2010 2011 2012 beyond 2013 IPTV user trials all transmissions now PVR compliant direct link between Final Cut suites and MAM Image by “laffy4k ” at www.flickr.com under Creative Commons license. going non-linear
  • Now 2008 2009 2010 2011 2012 beyond 2013 repeat / iterate strategic design analysis Image by “Roger Smith” at www.flickr.com under Creative Commons license. five years on
  • explore content options for non-traditional media, such as mobile phone launch anthropological archive for research institutions Now 2008 2009 2010 2011 2012 beyond 2013 increase investment in locally produced content long-term aspirations
  • Now 2008 2009 2010 2011 2012 beyond 2013 research project for augmented reality complete archive digitization project Monroe County On Demand IPTV service goes online long-term aspirations
  • Now 2008 2009 2010 2011 2012 beyond 2013 trial highly localized news operation partner with other content aggregators (e.g. iTunes) cross-trail and cross-promote content on all CATS delivery platforms Image by “fakelvis ” at www.flickr.com under Creative Commons license. long-term aspirations
  • Now 2008 2009 2010 2011 2012 beyond 2013 positioning achieved
  • Now 2008 2009 2010 2011 2012 beyond 2013 Image by “Roger Smith” at www.flickr.com under Creative Commons license. repeat / iterate strategic design analysis while this is a continuous process, it should happen explicitly every five years
  • questions