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Affinity Group Coalition Planning ProjectStation Planning Blueprint and Vision
October 2006
What We Were Trying to DoIntroduction
Public Television Affinity Group Coalition
•Create Tools and Information to Assist Station Planning
•Create a Framework Within Which to Engage in Strategic Conversations Collectively – To Impose Some Order and Priority On Our Conversations
•Align Station, National, and System Planning
•Strengthen AGC as a Forum for Stations
What Are the Goals For This Session?Introduction
Public Television Affinity Group Coalition
•To Review What We Have Compiled
•To Encourage You to Use It
•To Encourage Every Station to Refresh and Revisit Strategic Plan
Why Should We Refresh and Rethink Our PlansCall To Action
Public Television Affinity Group Coalition
•While Much Remains Hazy in Media Landscape – Some Things are Clear
•National Leadership Needs to Know How We Envision Our Future
•The People We Serve Require Us to Change
Why Should We Refresh and Rethink Our PlansCall To Action
Public Television Affinity Group Coalition
•While Much Remains Hazy in Media Landscape – Some Things are Clear
•National Leadership Needs to Know How We Envision Our Future
•The People We Serve Require Us to Change
Why Should We Refresh and Rethink Our PlansCall To Action
Public Television Affinity Group Coalition
•While Much Remains Hazy in Media Landscape – Some Things are Clear
•National Leadership Needs to Know How We Envision Our Future
•The People We Serve Require Us to Change
AGC Planning Project “Final” ReportHow to Use This Report
Public Television Affinity Group Coalition
•Printed Version
•PDF Version
•Rich Website
How Is This Report Organized?How to Use This Report
Public Television Affinity Group Coalition
•External World & Tools
•Strategic Framework & Tools
•Appendices
What New Roles Does This Suggest for Stations?External World - How People Use Media
Public Television Affinity Group Coalition
Multichannel Content Provider
Curator & Aggregator
Interactive Content Provider
Community Production
Center
toolsTools to Take To Your StationHow People Use Media
Public Television Affinity Group Coalition
Access In the future, how will people access what you have to offer?
Find & Evaluate
How might your role be changing as the “trusted curator and editor”?
Experience For how long will you be programming channels for real time viewing?
Create What is your production strategy?
How Do Your Audiences Engage With Media?External World - One Way to Segment Our Audiences
Public Television Affinity Group Coalition
Lean Back Consumers
Lean Forward Consumers
Massive Passives Gadgetiers Kool Kids
Preferred Channel
BroadcastVideo On Demand
Download to Own
Preferred Platform
Television DVR Mobile Device
Preferred Advertising
30-second spot Click-through Instant Message
toolsTools to Take To Your StationHow People Use Media
Public Television Affinity Group Coalition
Segment How might you serve both “lean back” and “lean forward” consumers?
Innovate How could you innovate your business model, pricing, and distribution strategies?
Experiment How can you foster healthy experimentation at your station?
Reorganize Does your organizational structure reflect and support your station’s objectives?
What Are the Possible Scenarios?External World - Scenario Planning
Public Television Affinity Group Coalition
New Intermediaries Dominate
Traditional Intermediaries Dominate
toolsTools to Take To Your StationHow People Use Media
Public Television Affinity Group Coalition
http://www.ptv-agc.org/
Scenario Planning
Presentation
Users’ Guide
Five Strategic Areas of FocusFive Strategic Areas of Focus
Public Television Affinity Group Coalition
• Goal: Common Language and Framework
• Created from Round Robins, Conversations, Critical Few
Five Strategic Areas of Focus are Interrelated
Five Strategic Areas of Focus
Public Television Affinity Group Coalition
What Does 2012 Look Like?Case Strategy - Imagining Exercise
Public Television Affinity Group Coalition
Inside theLiving Room
of a Local Family
Inside theBoardroom
of aMajor Foundation
InsideYour
Station
It’s the year 2012. What does it look and feel like….
What Have Been Some Common Themes?Case Strategy - Imagining Exercise
Public Television Affinity Group Coalition
The Audience Is In Control•Multiple platforms allow audiences more control over their media,
….thus….
•Stations are segmenting content for different audiences via different distribution channels.
Stations are “More than TV”
•Multiple types of interaction allow audiences to participate more,
….thus….
•Stations are acting as community production centers, providing tools and training for creativity.
toolsTools to Take To Your StationCase Strategy - Imagining Exercise
Public Television Affinity Group Coalition
http://www.ptv-agc.org/Imaging Exercise
Instructions
What Are Your Mission, Vision, and Values?Case Strategy
Public Television Affinity Group Coalition
Mission
•Why do you exist?
•What is your greater purpose as an organization?
Vision
•Who do you want to be in the future?
•How do you want to impact your community in the future?
Values
•What beliefs govern your organization’s decisions?
•What practices guide your work in the community?
What is Your Content and Services Strategy?Content Strategy
Public Television Affinity Group Coalition
CREATE ADD VALUE DISTRIBUTE
By producing content
By investing in NPS
By customizing schedules
By community outreach
By broadcastBy the Internet
We engage our audience when we….
toolsTools to Take To Your StationContent Strategy
Public Television Affinity Group Coalition
Expenditures How much of your capital is invested in “create”, “add value”, and “distribute”?
RevenueWhat sources of revenue are associated with “create”, “add value”, and “distribute” activities?
Partners and Competitors
Within your “create”, “add value”, and “distribute” activities, who could you partner with? Who are your competitors?
Audience
How does your audience prefer to use media? How do your “create”, “add value”, and “distribute” activities correspond to those preferences?
How Do Non-Profits Generate Revenue?Financial Strategy
Public Television Affinity Group Coalition
Charitable Donations
Charitable Donations
& Business Revenue
GovernmentFunds
Business Revenue
Business Revenue
Pri
vate
D
onati
ons
II III
I IV
What Are Key Examples of Each Quadrant?Financial Strategy
Public Television Affinity Group Coalition
Small Local Church
Harvard College
K-12 Public School
Goodwill Industries
Business Revenue
Pri
vate
D
onati
ons
Charity & Commerce
IIICharityII
CommerceIVGovernmentI
Where Does Your Station Fit? The System? A Service?
Financial Strategy
Public Television Affinity Group Coalition
Business Revenue
Pri
vate
D
onati
ons
Charity & Commerce
IIICharityII
CommerceIVGovernmentIPublic TV System
Minnesota Channel
Institutional and State
Licensees
WHYY Partnership Program
Community Licensees
Where Does Your Station Fit?Financial Strategy
Public Television Affinity Group Coalition
Public
Charity
Othe
r
Institutional Licensees 70% 26% 4%
State Licensees 76% 20% 4%
Community Licensees 25% 59% 16%
System in Aggregate 44% 45% 11%
2005 Revenue By Collins Matrix Categories
Source: 2005 SABS
What Skills Does Each Quadrant Require?Financial Strategy
Public Television Affinity Group Coalition
Personal Relationships and Excellent
Fundraising Skills
Business Acumen and Fundraising Skills
Political Skills and Public Engagement Skills
Mostly Business SkillsResembling For-Profit
Businesses
Business Revenue
Pri
vate
D
onati
ons
Charity & Commerce
IIICharityII
CommerceIVGovernmentI
toolsTools to Take To Your StationFinancial Strategy
Public Television Affinity Group Coalition
RevenueAnalysis
Where does your station fit in in the Collins Matrix? Where would you like to be in five years? Ten years?
Skills Assessment
Are the skills required to excel in your quadrant fostered at your station?
StrategicPlanning
Given this analysis and assessment, how might your strategic focus change?
How Is Your Organization Structured? Organizational Strategy
Public Television Affinity Group Coalition
toolsTools to Take To Your StationOrganizational Strategy
Public Television Affinity Group Coalition
Six Key PeopleToday, if you were to design a senior management team around six key people, what positions would they hold?
Public Media vs. Public Television
How would you structure a public media company differently than a public television station?
The Next Generation
Is your station deliberately and intentionally developing a new generation of leadership? Is it one that will reflect the diverse needs of your community?
Is a Brand Just a Logo? Brand Strategy
Public Television Affinity Group Coalition
What is Joe’s Brand?Brand Strategy
Public Television Affinity Group Coalition
Competencies
•Works in PTV
•Father of Three
•Plays the Piano
Standards
•Outspoken
•Strict Disciplinarian
•Highly Skilled Piano Player
Style
•Opens with a kind comment
•Never spanks his children
•Plays honky-tonk Style Piano
toolsTools to Take To Your StationFinancial Strategy
Public Television Affinity Group Coalition
Competencies What do you do? What activities does your station excel at?
Standards How do you engage in your activities? What is considered standard practice?
Style How do you relate to your audience? What is your station’s personality?
What’s In the Appendix?Appendix
Public Television Affinity Group Coalition
•Strategic Planning 101
•Public Television System Planning Cycles
•Affinity Group Coalition Planning Resources
What’s In the Appendix?AGC Website: www.ptv-agc.org
Public Television Affinity Group Coalition
•Strategic Planning 101
•Public Television System Planning Cycles
•Affinity Group Coalition Planning Resources
Public Television Affinity Group Coalition
Local Service Models
• Support Mission on Licensee or Major Public Institution
• Developing Broad Community Partnerships
• Providing Local Public Affairs or News
• Focusing on One Important Community Issues
• Adding Local Value to National Content
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