Public Service Media In a My Time World

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Public Service MediaIn a My Time World

• Why the PSP Initiative

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My Time usage is growing

• Its the fastest growing segment of electronic
  media usage
• I want what I want, when I want it, the way I
  want it. Larry Rosin

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Pubcasting as urban growth
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The missing audience
Primetime Audience Segmentation for Public
Television
?
?
?
Source CPB/Knowledge Networks/SRI AAU study,
Jan-Feb 2004
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Building a new core
Date Tue, 25 Jan 2005 184538 -0800 (PST)
From jack smith ltsmithjack510_at_yahoo.comgt
Subject Re request to be added to mailing -
next steps To Dennis Haarsager
ltwsuinfotech02_at_sprintpcs.comgt Hi Dennis, thanks
much. I am a member of the New York State Bar Tax
Accounting Section and am veryinterested in
issues involving amortization of intellectual
property assets in a post ip broadband wireless
environment. Thanks again
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The Long Tail
Here is a power law demand curve. Each of
Rhapsodys top 400,000 tracks is streamed at
least once a month. The average Barnes Noble
has 130,000 titles, but ¼ of Amazons book sales
comes from outside the top 130,000.
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What is public broadcastings digital
distribution strategy?
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Urgency

• Opportunity the pieces are in place
• My Time use is growing
• PBCore, broadband, off-the-shelf core
  technologies
• Long-tail businesses are succeeding
• We have great assets as do those other public
  service partners.
• Advancing change
• Its no longer a one-platform world. If we cling
  to one platform, we risk our mission.
• Its no longer an on-schedule world.
• Barriers to entry are low. If we dont do it,
  someone will.
• Either urgency points in the same direction.

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Strategic priorities

• Extend all programming everywhere
• Serving time-constrained users
• Serving current users better richer niches,
  time-shifting
• Optimize access through search and recommendation
  technologies
• Open new revenue sources ...

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... New revenue sources

• Member benefits (more content, convenient times)
• New audience revenue (relationship building,
  underwriting)
• User compensation for access to niche, premium or
  hard-to-find programming
• Assets in permanent distribution build record of
  community value, important for tax-based,
  foundation and philanthropic
• B2B revenues (rights to distribute, marketing
  content for derivative works)
• Distribution services (datacasting, load
  balancing from PRSS/NGIS feeds, PSP traffic)

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A My Time strategy

• PRO-inspired
• But more comprehensive strategy needed
• Audio and video content
• Paid and free distribution
• User and B2B and broadcast services
• Builds on existing users, but uses searchable
  long tail aggregation to reach under-served or
  unserved listeners and viewers.
• Build on current pubcasting and partner brands

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A public media mall
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How would it work?

• Project documents
• www.technology360.org/psp

Dennis L. Haarsager, Assoc VP GMEducational
Telecomns TechnologyWashington State
UniversityContact info www.haarsager.orgWeblog
www.technology360.comResources
www.technology360.org