WBGUPBS

1
WBGU-PBS

• BY
• Kelly Fink, Josh Heilman, Marc Fulton, and Mike
  Garcia

2
Target Audiences

• Television viewing community
• Teachers, Children, Students, Parents, and Elderly

3
The Digital Age

• WBGU has been broadcasting at low power digital
  since August of 2003.
• Once at full power WBGU will offer a service
  consisting of four channels
• WBGU-PBS
• WBGU-PBS Kids
• WBGU-PBS YOU
• WBGU-PBS Encore

4
Survey

• 60 People Surveyed
• Do you own a digital television?
• Yes 2
• No 58
• How much WBGU-PBS do you watch in the average
  week?
• 0 hours 39
• 1-3 hours 12
• 4-7 hours 6
• 8-12 hours 3
• 13 hours 0

5
Survey Contd

• How important is local programming to you?
• Not Important 17
• Minor importance 12
• Average 14
• Mediocre Importance 10
• Very Important 7
• Will the digitalization of WBGU-PBS affect how
  much you watch it?
• Yes 39
• No 21
• Will the digitalization of WBGU-PBS and other
  networks make you buy a digital television?
• Yes 35
• No 25

6
Survey Contd

• How willing are you to make a donation to
  WBGU-PBS?
• Not Willing 42
• Kind of Willing 11
• Average 7
• Very Willing 0
• Extremely Willing 0
• Which of the PBS stations are you most likely to
  watch?
• WBGU-PBS 24
• WBGU-PBS Kids 2
• WBGU-PBS You 14
• WBGU-PBS Encore 10

7
Survey Contd

• Do you feel the quality of digital service will
  have a positive impact on programming?
• Yes 49
• No 14

8
Survey Implications

• Information shows that majority supports the
  digitalization of TV.
• Digitalization would typically increase viewer
  support for WBGU-PBS and other stations.
• WBGU-PBS is High Class.

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Programming Updates

• WBGU-PBS YOU
• University Events
• Guest speaker coverage
• Local Event Coverage
• University produced educational programming
• WBGU Encore
• County or city legislative coverage
• University legislative coverage

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Programming Updates

• PBS Digital Convergence Programming
• Possibly following a special on the history of
  Television services
• Timeline of PBS conversion to digital
• Conversion deadline, what it takes to convert,
  benefits of digitization, new features to the PBS
  programming

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Promotional Objectives

• Create Awareness
• PBS
• Digital Television
• Programming and Community event awareness
• Ready To Learn Services
• Inform/Educate
• Create Demand for Service

12
Promotional Strategies

• Online
• Interactive Website
• Viewers can tell us what they want to see!
• More information about digital conversion
• E-tours of PBS studios
• Downloadable and printable documentation
• In-depth contact information

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Promotional Activities Offline

• Information sessions at malls, Wal-Mart, and
  Meijer.
• Small version of Antiques Road show

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Promotional Activities

• Digital television give-away
• Discussion forums in small communities
• Channel Specific Activities
• PBS-Kids Character appearances at libraries

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Promotional Activities

• Present live programming
• Ties in with current PBS programming, just
  localized
• Local orchestra concerts
• Art Exhibits
• Art Fairs and Festivals
• Booths for both kids and parents

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Budget

• 20,000 Event Performers
• Orchestra Members
• Community Speakers
• Fair Performers
• Show Characters for appearances
• 10,000 for printing and mailing
• Newsletter on Digital Conversion and program
  guide sent to entire viewing area

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Budget

• 10,000 Website Maintenance
• 5,000 Miscellaneous
• Decorations, food, door prizes at forums
• 15,000 for Outside Advertising
• Billboards
• Total 60,000-70,000
• Promotions with other businesses will be done in
  trade