Embed Size (px)
DESCRIPTION
Citation preview
Emily E. Eubanks, University of FloridaEmily E. Eubanks, University of FloridaJ. Faith Peppers, University of GeorgiaJ. Faith Peppers, University of Georgia
Learning the Landscape:Learning the Landscape:Potential for Regional Public TV ProjectsPotential for Regional Public TV Projects
ACE/NETC 2009ACE/NETC 2009
PartnershipsWhy are we creating one?How did it happen?Where did the idea come from?
Your Southern Gardenwith Walter Reeves
A University of Florida & University of Georgia Gardening
Show
Your Southern GardenCollaborative effort between UF and UGABased on Gardening in Georgia
(10-year program)Perennially one of GPB’s most watched and
highest rated locally-produced programsExpanding to the Southeastern region
Gardening in Georgia BackgroundPartnership with Georgia Public
BroadcastingBegan airing in 19982002-2006 on hiatus due to budget cuts
Show SuccessExpertise provided by college expertsExceptional production quality and talent of
the crewReputation of show host
The Host: Walter Reeves Presents a unique blend of
real-life expertise and the latest unbiased, research-based information
Retired after 29 years as a horticulture educator with UGA
Best-selling author of gardening books
Frequent speaker on gardening
Current Gardening in Georgia Funding
UGAGPBCorporate underwriters
ExpansionPursued talks with
University of FloridaAuburn UniversityClemson UniversityUniversity of Tennessee
June 2008 – signed MOU with UF/IFASMay 2009 – resigned MOU with UF/IFAS
Commitment Levels Co-producer level
$100,000 26 shows per season equal number of specialists Recognized in opening credits Logo included on all publicity materials
Underwriter $75,000
Noted in closing credits 13 state-specific segments in show content over 26-week
season $50,000
Noted in closing credits 7 state-specific segments
Co-Producer Responsibilities Appoint liaison to the production team
Contribute to content decisions Facilitate opportunities to have their college
specialists featuredWork with production team to
Identify segment ideasProvide specialists to appear on cameraHelp set-up pre-arranged shoots
Total time commitment is usually 10-12 days a year
In ReturnPartner institutions get
15-second promotional spot at the open and close of each episode
Featured in weekly promotion materials, exhibits and printed materials
AdvantagesPool resources to provide high-quality
program with tremendous educational value to citizens of our states
Provide that programming with relatively low financial input that offers ample opportunity to be self-supporting through outside support
Widens the pool of corporate underwriters Experienced production staff is fully aware
and committed to the land-grant mission
ChallengesMOU - writing and getting consensusFlorida’s difficult configuration of public
broadcastingFinding a name
Program ElementsHalf-hour program 26 episodesFlorida and Georgia specialists and locations
featuredGives viewers practical “how-to” information
America GardensThree out of four American households own
some kind of yard or garden. This is a little bit higher in Florida. This means 75% of adults have an interest in
gardening information.
Average U.S. gardening household spent $464 on lawn and gardening activities between 1999 and 2004Florida’s Green Industry contributed $15.2 billion
to the state economy in 2005. Until severe drought, the green industry was the
fastest growing segment of Georgia agriculture.
The AudienceHighly educated and in the upper income
bracketDisposable dollars to spend on gardeningFastest growing segment is males between
35-49 years oldMany characteristics of gardening audiences
are the same as PBS audiences.
ResearchGardeners prefer to receive customized
information that will help them in their own backyard –
Gardeners are information seekers and prefer to receive their gardening information in multiple methods – television, radio, web, etc.Meyers, Irani, and Eckhardt (2006)
Your Southern GardenYour Southern Garden is a place to learn. It’s a program where the average home
gardener can find out how to choose the right plants, how to work the soil, and how to care for lawns.
It’s an opportunity for Southeastern land-grant universities to demonstrate how we work as a cooperative system and reinforce that message with this key audience.
Contact UsEmily Eubanks, Communications CoordinatorCenter for Landscape Conservation and EcologyUniversity of Florida/IFASPO Box 110675Gainesville, FL 32611(352) 382-1831 ext. [email protected]
Faith Peppers, Public Affairs Team LeaderCollege of Agricultural & Environmental SciencesUniversity of Georgia116 Hoke Smith BuildingAthens, Ga. 30602(770) 640-4840 [email protected]
