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DOCUMENT RESUME "
ED 123_ 484 CE 003 316
AUTHOR SimS, E. Norman ti.
TITLi- Using the Eyes of Television: A Sourcebook for ;4e
r Disseminators.INSTITUTION Kentucky State Dept. of Education, Frankfort. Bqr,eau
of Vocational Education.REPORT NO VT-1C2-804 ,
\
PUB DATE 75 't.
NOTE 21p.,
_DRS PRICE P1F-$0.83 HC-$167 Plus Postage.DESCRIPTORS Educationa. Television; *Guidelines; *Information
Disseminati4fi; Programing (Broadcast4; *Publiciae;*Television
,,-
ABSTRACTThe booklet presents guidelines for educator in the
use of television to disseminate information about their schools orprograms. It was designed as a supplement to the "use of televisionfor vocational education teachers and administrators" presentation.=,Suggestions are offered about the right to use television,approaching the Sta-tion manager, working with a'talk show, workingwith a reporter, preparing show cards and visuals, and ge:ttingione's'ownaprogram. A brief list of resources for television informatiOndisgemination is .included. (NJ) ,.P
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. .4 :.***********************************4****************i*************** ..* Documents acquired by ERIC include _mazy_ infox-wal:-cr,npublished *,* materials nOt available from other,spurces:EIIC makes every, effort ** to obtain the best copy available. NewerAtless,, items of marfital ,*.l.* reproducibility are often encouatere4'and thit atfects the quality *,_:_._,
* -of the microfiche and haricopy reprodctions ERIC makesaa_i,lirb ,14:- .
* via the EF.IC Document Reproductiob Service (EDRS4--EDRS is not,
' *
* responsible for the quality of th,p originaI'document. ReproduCtions ** supplied by EPRS are the best that can be made.from the original, , ..* r-
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,USING THE -EMOF TELEVISION:
A Sourcebookfor Disseminator
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Preparectby
E. Norman Sims
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Coordinator of In4formation Dissemination f':'
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4/ . , . . 9"Using `the ;yes 6 f Tele':isiOn" 4 designee as a supplement
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Cc, tbq iise .-)f. Television for,RocatiNial Education Teachers and, ,
kdministral'ors presentation. It is not intended to answer all. .0. .....,
1,. of the questions concerning -getting and using air time, or
:sr .i. should= it be ,itqlied.that the remarks presented -here are ,cor-. ...,_
reCt. ,for 'all Situ Lions.
Specific qust;on O'oncern.ing the use of television -in, ,..
. . A -order to disseminatin.fotm.atiOn contetVcg your program c'ar.\
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always; be a d d redsed 4o: ,... t ,
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,Coordiater of Disseminationz of Vocational Education
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1. Introiu-ti,h
CONTENTS
PAGE
I.
II. Your Right to I.se Television 2
III. -"Ipproac:fin, t,-.e Station Manager 4
IV. Working ce,itr. toe Talk Show 8
Working With a Reporter 10
VI. Preparing Sho.,, Cards 12
-,VII. 6tting Your Own Program 15
INTRODUCTION
41b.
A good dictionary can tell you that the word "television" is'a composite
of the Greek word 'tele' and the Latin word "video." When both are combined;
we have "televideo" or for vision" in its literal translatizn.
The term is probably a good one because television not only ci-eates'a
visual in our mind's eye when we think of also creates a creed, to
determine what our 'best choicehould 'be LaAhe way of selecting our informa-.
tion disseminalion media. ,T channer.selectional is an blectronLe magic
lantern show WitJ", each registered numeral coming to represent a carefully
-ioKoduced program which must play to the idiosyncrasies bf eye and ear.
Since no one th the dist; or's TV audience is a Multi-headed.monster
. ,
with,eighteen ,,I:e..s.ta.view,aine times as' u h ass we do with our two, the di§-
setinator .1,s always reminded of our mortal .. .tions when 14e view a program
\ ifrom the imagt. orthicon tube that transmits pictures (wits accom.u.nying audio)
from 13 VHF chani:.ls and 80 plus UHF channels--though never at theN'mmetime!',..
These channels .an feature such programs as documentaries, spurts, news-
asts, movies, pn shows, musicals, educational programs, and especially,
public service announcements.
If the offerings of television'are many, the expenses are many, too.
Each channel represents an ownership that obtains 'its income by renting time
and facilities on a local and nation-wide basis.
This booklet hopes to demonstrate the ways and means. Qt using tht "elec-
tronic genie" for the dissemination of information about your school, or4
department, or prefect, or program, without meeting With too many de-ad ends
and too Little air time.
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YOt"Rluc,mi-10"L'SF, T
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cations' Gommissioil firstbkgan-..
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to the.
affected by the nep; "electro
when they estalri-i..t.
-particular: theywere the pro
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tO devalOp. mu4
's rig1;-S-1zterests as.Whaf the Cog re s
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the FCC:.1];Tas_tha
of `tie peopl
1'hey.wee to be-
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.- ', Becaus'es-of this"'ownershiPll of the a
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.., , n :by Wle uiptic, millions t'..,p;''
"dollars worth of air time ils, gi.veil by the broad t industry every year for.... '
public service announcer.t-a-,--- te meri-t-,--a-sh.are this crowded wit', times f dt ;.
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your prograin, ypur act ivit,i,es must appeal4 to a wide'spreia-- atvii.ence. ...'.. .
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' 4Broadest tigie is- limited by the clock. Newspapel's cap expand triel.,,r,.. .'`,. .',. ;
. -- .., . . .-,:....
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o one Trr.t"
,.,page Dumbera to confirm to he needs of the day. ,,jzht iatlio and telev,isiork ;
stations ,- ,.
a-, .,,c,,,stations are limited t6 the hours they are ltcensed to be. On the kr. - -Thu.si
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competition forai- r t i,t n e. isseolmore intense, than for hewspaper. ipaQep, .' -..
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tudy the P14gam s your; local stations cat yry before you -begtp to AnalCe < ',t.
.
, , ,btation corrtaci, List the' ,ide'as you have ifor vk iousGthbias whfth reach the ',
, ,
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- -, 1 " 11 s.audienc e ybu need to infiklehce. Den t farce the ,ptati on to match 4.tg2 pr*--.1,
,1;,- gr.dmmittg to' your, desires., match ytiurr desilre.
' 1 , 4, .a f:&?t po'ssibil [ties of fered by- the,,Sperry -a."nd RtitchinSen
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s .....booklet ;Publit.fiy Handbook-A .- , ' ,, .
. .. , , i 4 --T ,-,- : t -'-- Live or ,trah,scri-hed-(recOrded) inter?ivws. , -., , 1.4 ''' . ,
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Mti B i e pretg n i t s lac ed swifhk ,idoa i news ,
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, -Radi6 $6t1?-.t.`1,e:V-Iistipr sa0.ons 'are us.ua34../ very 4aappy to help flik ..., A,.'
, 0...-... , ,1,... . t.... . 6.. . : , . e. ,; . . -.t . ficideor4 and vadhc,iicti,in1, programs, wticch lie in tbe(r Listenini.area..to -get__. .-. ..1% A 4,1 ,'- . t 41* 4,..* , their story across to the. public. It is up`to you_to use your ingenucty
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gsi,4c) judgetheAL in dealing with the Action's opera,tlions staff.
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I ,APPROACH AC THE 'STATION MAN AG,ER
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llver,,,y radio 'or television station has someone whil is 'responsible for.. :. .
the pEogramrninia operatidn Of'the station.., -These people work under
V 4 ilo us , tit let but are; gtnecallye listed as :
G.n(tr.*.1 Manager
'Manager
Operations Director*
Progyam Director
Manages'
Traffic Ditector
In the larger.st ations positions may even exist which dea with the. .
.%educational news are Sorntimes,these people are identified in the sta-
b'u-reaucracy as:,
News Director.
Public Service Diret.dr
Education*Writer
'Before yOu apprOach% the radio cyr treviston -station, you ,should know.;
.y.pretty well who 'you.
.are fLoing to be talking to An easy way to find out ,4."
,,..., . .
Ole-name of the General Manager `or?News. Dirsector of ''youi, ideal station,fe. t.
f' is ,,to!,rdqu,e!si from S'out4igt entral, &ill Telephone Comport); a copy of their
,a
publfeat ion Kentucky News Media Dit ctOr . The;,-Direer4ry can be o4tained\,
. free of charge 'from your. local Be 1 telephone of fice; or, if you are not'-
. ..'
in . the -e3-1t st er.,-.0y writin g SOut h Central; Bell, State. Public Re.lat Lons
,Of f ice; P.. 0, Box 538, Kertucky, 4'0201. The Directory
he-,
obtained by cal ling,. 502=583 -896-,
can' also
Mrt
The Media Olrector,is an invaluable guide for those wanting to use
the Media and gives name and phone dumber 'of every General Manager,and/or
News Director for every radio 'and television station in Kentucky. AlL of
the stations are liste0 in alphabetical order according to the name of the
city they broadcast ,from, so it should be rather easy to track down the
stations in yotir geographical area.
Once you know which stations you want to contact, make a call and set
up an apPointmentjo see the station manager. If possible, follow this
phone'call up with a letter.
Know what you want from the station before you go there. The station
gets paid to work up programming, so don't tell Ehem you want to get some
coverage on your programs and leave it Lip to them to work out. If yoU
know that the television station has a noon talk show, ask if it would be
possible to get on as a guest. If you would like more general news cover-
age of Apur school and its programs, ask him if you can keep him ipfonmed
by keeping in touch with the news director.
KNOW WHAT YOU NEED.
KNOW WHAT YOU WANT
KNOW WHFTIIER HIS PROGRAM FORMAT WILL. AtLOW HIM TO HELP YOl
hIM WHETHER OR NOT HE IS WILLING TO BE OF ASSISTANCE
ALWAYS:POJNI OUT THAI'' YOU WANT''TO BE OF 'ASSISTANCE TO HIM,
AND -HIS NEWS EFFORT
The program director will make all of the final decisions as towhat
,goes on itheilir, but he. will more than welcome your .ideas and suggestions.
Never Ok :t4tation to publicize bingo or a lottery in any form., It
is agansl the Law...
10
"IF
1,
. --Be-as friendly as possible when, you visit -tie tation. Ask for their
. -----
cooperation in giving your newsworthy items air time. -110-they have,inter-
view shows, pre-recorded feature shows? Askqhem if you fit into these
formats. How do they like news releases prepared? Make careful notes of
all of these answers
Before you start to work on a programs be sure to visit your local
station during rehearsal and broadcasting to observe the activity. This
observation should give you. some idea of what is expected of you.before
you get. behind the'Microphone or go on camera.
The station' may be reluctant to give you time at first because they
fear "educational" programs may be dull. When you talk to the station
personnel, (19n't become so en0-ossed in getting your message across that./
you fail to attack ,the basic 'prroblem of gaining and hording'the.audIerwels. ,\'
, . 1director'that tattenti&n. You must convince the, program i yourrprogram will
be entertaining as well as informative in order to holli tale
attention.
tener's
If the clogram director is in agreement with you about the need for
the program, cl6tl't complain about_the'time of day offered for you school
broadcast. ft probably, won't be the hour with the top audience rating:
naturally the bist tin( goes to those who pay for .1t: If your program is
good enough, you can attract an audience. You may even be able to boost
4
the audience rating for the time you' are allotted and this will increase
your popularity with the-station management.
Sometimes the local station will assign its staff of technicians and
spec ialists to assist yuu In preparing your program, providing you Live
something worth broadcasting. Many times the station staff will help Y(,t1
11
to produce programs if you can conviqc-e'the that your program meets a0
specific need of the audience and is newsworthy:- Fdr example, 'a program
4
on vocatiobei programs and opportunities for the--uq ployed might appeal
very mtienIto a station broadcasting in an area of high uriemployment.
t'
WORKING' ITH THE TALK SHOW
The television talk show is probably onE of the best known broad-,
east formats.
It is usually presented as group of from two to five people,
arranged in a setting which will allow them to talk freely and engage ,
in rather unlimited conliersation. MOst talk shows, particularly on the
local level, have a host who is also thitmoderator; but some talk shows
(such as Meet the Press) may have more than one moderator, or a number
.. of questioners.
The talk show is a very fine platform for your schodip communica-
tion effort.
If the station manager is able to get you into the talk'show "line-
up," follow station suggestions for selecting people to represent your
school 6n the air. For most shows they are likely to suggest a person
with a pleasant Speaking voice Who is not given to nervousness.
Be sure the person is well informed on the subject to be discussed.
A serles of small index card's with pert#ent dagta offer a form'of mental
;
insurance against momentary lapses of *Mry. .
Be sure .that the persqn be g l.ritervewe.d also understands the need
:to. follow exactly the directions iven:to-hiim by the program director and
the ,floor director. He will tel our 'talent' how and where to sit,
where the cameras will be placed, how to use the microphone,. and how to
avoid unnecessary noise while on"'the
Televflilion requires that. your talent remember a few basic rules of
dress. Suits or-tresses of soft, medium colors or pastels are best.
0
Sharply contrasting patterns and.colors, noisy braCelets, sparkling or
, highly polished jewelry are also bad
In the old days of television make-up was important. Today, with
modern color cameras,- make-up is not important. If you desire make-up
--go light. Don't worry about glasses or a bald head! The crew can
414
arrange lighting accordingly.
Tell the talent not to worry and to react normally. The audience
is ,expecting see ee a human, not an actor.
4
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WORKING WITH ,A REPORTER
Many times the television,station will be More than willing to work
with you but will be unable to fit you into their regular programs. They
ifmay not.even produce a program'which'has a talk show/interview format.
In this case, they may be willing to make you' a part of.their regular
news coverage. If so, they probably send a reporter and cameraman to
yoUr school to get the story:
.1.
When working with a reporter, always try to be available whet 'he
comes to your school. If possible, work opt -a mutually satisfactory time_ Jr
schedule for regular visits. Even if you have a regulaiivisit schedule,
give the reporter advance notice whenever you can of a school.event or
project. Help him get background information on school stories by dig-
ging up the facts for him. Lose no opportunity to be of service.
Don't demand promises that the story will get on the air that day,
that it will ever go out. The decision is,not his, 'and he is.as anxious
as you that it will be televised quickly.
If you are working with reporters from .more than .one station, don't
give out exclusives and don't alternate stories, Give,all*the stationA
reporters an equal chance at the news. 'However, ifla'reporter comes to
you for information-about a story he thought up, don't- tell it to the
other stations.
Never evade or side-step a reporterts,questions. He may think that
you have something to hide. You may refer him to an administrator or.,some-)
one on a policy-making levt if he asks about a question which affects
important policy. If you don't know the answer to a question, say Jec,,then'
r
try tollelp h LiM find the from someone else who would know. If
it involves data not yet availablebe suretLosend him the information
were it is ready.
You can help the cameraman by preparing 'the students, ,committee mem-
bers, or whoever he is going to film, prior to his arrival. Stand by
prepared to write down the names of people he is filming'in the order in
Whichmthey are being f11med: L
Let the cameraman select 'the students who will, in his opinion, best.
get acrass the point. Let him,plan the shootingrbut make sure' that the.' alwell°- r, ( t
. t ,
filming is not overlytposed.and that there are ho objectionable scenes,..
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(one certainly wouldn't want' to have a, demonsjtration film made which shows
students involved in activities which OSHA wouldn't approve of).
In the event of4a 'cOemony involving a rehearsal, invite the film
crew to the rehearsal .wthere,they tan film the. proceedings in adyansg_94_
\the event in comparative leisure and calm.
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' I 4:A.in,ytimes the st4,t ion.ow il. be wilking to: use -a slide or visuit which ....., 4.' 5 : l' 'I ,
, te,,,,' f V
you have prepared as part of tA heir stabi,one nnchincemen,t. Ititsis usua,lly no. ,
', .... ...
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more than a 35mm slide which.i.hows a scene .(such as a phrito. of soul' 7ic1100.1:) ,,.. t----..4:4, .e.
"., ''''''' ' ' /1...with a rogo or' phrase s-uperimposed uponit V 't I
r , I,. ' = ---", -,... 4.-The television ,show card is 'relatively easy tellake and can 64 made in&
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, ' s/ : ,-a 35mm slide ,a your 8C hoil; Qr'by the station. . - , ..11. '.1'
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,- -Show cards are cards w+iich present white letters on a b grIliek backoLnd%".'.
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.(a super-card") or ajcared
iw Ii, c h eves w o,rdrr g plIka visualv, (a "title
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For,'the super ca.,rd the card or paper ,osed for the background Shbuld:be.
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very 1) 1 d.ck (don't' use dark oeys) -S'nd have e ccui.l. £inish; Caids:yith a'.gloes-,e ...
,
Z.
,
wi 11 reflect light, causing- the reflected ares to how ,up ,as white on .cam-
er.i.. "", -/ -:,tome types of paper .which can ,be, used- For super cards zare:
crescent be) ard
-roll black paper"/ .
--QO nstructi.Oh paper
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."'". ' . ../ c1d stock sPrayed'wr ith-fiqit blaCk.\.paint: .
'Lettering on thesuper ,card should 17be 'Very large. Norther, size is ,.it,opti
4. ' .. 4 :. 'e , " .5
48 pt and up. Stay away from lettering that is too thin, 16 body-. O'tii,l:c t,1,. . ...
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. and bold'type fareS seem to work the best with:lines or ?ther d'esign0 fol.:-i s in , . .
. . .lowing the same rules. ';'Any line which is smaller,thariV16, inch shobiti
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.*The, RItiFyritny of this section was, taken 7-rom a. fine pape,7,'-,deel.Qped,byMr.' 'Ch.-tack Crume -of the 151v.10.1.01-1 o'f 1111V-F-, Western kentudky Unive%dity.,
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ansi water color` white's wl...1.1...nc.)t: do the.j.ob.. The, following *materials give
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Smooth' white paper' .T. '.'..--, ?
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t.; ,,`.,Take Ca-r-,*o keiYttre =Per car` ,clean and free of fingerprints or
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driy dust or lint.... Aldo avoid tie use of other black media on the card.,*
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, ,.. %b..1.ac't, water c-ol'or`te.Mars Black acry],ici lamp black being the first choice..., 4,0
' ,... - 1 1 .1e - Ai1 # . , *ftt "1."'he ti.ef.,1; tro" .a good Aipe.r. card is good contrast. ?zt-fk - .... ..... , . ` r ; i.s. ",..
':'v Jr; tile super c'ard, is ts) -h4-changa into a slide, it may be shot with_ s . ..., .,
41
r " a."35mrii ctunit'a f 11ttr 1 to , 2 f-stops under expos e d." .. ' ,
..1 Fat e care ,1111. card "sqiiare in the camera viewfinder as crooked
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eringAss itiposSihle to correct after 'it figs been. mounted in slide form.. .
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mot., , kg. Ti:tle 'Cards... 0; "1
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a iir,of ways to. produce good, and yet inexpensive, title, t. .. , .... . . ,5 ,.4t4 .
1, .. 14 ., 41*. c rds. F someoneor someon with ;14,Ctle or no art tbackround, photographs or magazine, 1 0 .,
A ' ' ' ,, . - :I
t/ .f7: '.' .0t-oirts" are ,c'he' begt source Of .illustrations. Care should be taken in using
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copyrighted materials. Such material used as part of a commercial presenta-
tion could result in a suite.
The best title card is one which has the elements of creative thought.
The visual matter of tr.e caru must stimulate the viewer, but the written
title is the most important element and should not be over-shadowed by the
visual elements.
There is no limit, or substitute, for creativity in the rendering of
title cards. I'deas, tnoUgh, may be hard to come by for the beginner. Maga-
zine illustrations, posters, and television graphics, usually reflect modern
trend:; of visualization and may be sources for your own ideas. You probably
won't wart to cop} tnese exactly but by changing the subject and retaining--
the oasic layout you will be working with the ideas of some of the world's
most creative designers.
When you produce cards in color, always that they will also be
seen in black-and-white! Be sure that the colors used have enough contrast
to come off well or, monochrome.
If the title card is to be made into a slide, it should be shot in the
same way as the super card but at the correct exposure.
ti
19
00"
GETTING YOUR OWN PROGRAM
The groundrules for getting a program devoted to your school or
regional vocational education program on the air is much the'saMe as
getting on the airto begin with. You should be MAT to demonstrate
to the station manager that a public service will be done by starting
this program and that it will be able to get, hole, and keep an audit
4
ence over a period of time.
Give him a complete run-down of what the program gill be like and,
if possible, give him some idea of what the proposed programs over the
year will deal with. IlLf you don't have some ideas about who will be on
your program and what they will be talking about, the station manager
will be very hesitant to give you time.
Television programs, even simple ones, are expensive to produce
and air. Remember that the station makes all of its money from adver-
tising. Check with business and industry in your area before you go
to the station and find out if they would be willing to advertise on
your program. You should give them as complete a run-down on the pro-
posed program as you would give the station manager and you should be
prepared to answer some hard questions. Remember: it's their' money
you are spending.
Getting time for your own show is not as hard As it sounds, but
it does require work and4it does require that you give the station
manager an interesting, well-thoughtout package.
20
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