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PTPA May 2011 Meeting PBS Content Strategy

This meeting aims to develop a stronger content strategy for PBS Primetime, with the goal of increasing audience numbers, improving viewer retention, and attracting a larger membership base. The focus will be on leveraging content assets, optimizing scheduling, and enhancing audience flow to maximize time spent viewing (TSV) and frequency. Key measurements include cume, frequency, and TSV. The desired outcome is to create a new schedule architecture that better serves the American public, strengthens the value proposition for underwriters, and reduces costs. Join us in Orlando, Florida on May 16, 2011, to shape the future of PBS Primetime programming.

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PTPA May 2011 Meeting PBS Content Strategy

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  1. PTPA May 2011 Meeting PBS Content Strategy Orlando, Florida May 16, 2011

  2. Primetime Programming Strategy • Increase the Primetime audience • Better serve the American public • Build a larger potential membership base • Create stronger selling proposition for audience-focused underwriters • Better leverage marketing and promotion • Reduce costs • Audience defined as 40+ • 40-49 • 50-64 • 65+ • Measurements include • Cume • Frequency • Time Spent Viewing (TSV)

  3. Create a New Schedule Architecture • Leverage Content Assets to Maximize TSV and Frequency • Genre Affinity • Audience Duplication

  4. PBS Primetime ScheduleFall 2010 & Earlier

  5. PBS Primetime ScheduleWinter/Spring 2011

  6. PBS Primetime ScheduleSummer 2011

  7. PBS Primetime ScheduleFall 2011

  8. PBS Primetime ScheduleWinter 2012 & Beyond

  9. Audience erosion on PBS, but momentum on History Channel Antiques Roadshow American Pickers Pawn Stars/Pawn Stars Pawn Stars/Pawn Stars AmEx/Masters/Ind Lens Various Source: Nielsen NPower Time Period Report, Feb 2011

  10. NOVA and NOVAscienceNOW Flow Source: Nielsen NPower Program Report, Feb 9 2011

  11. Improve Audience Flow • Get viewers to the next hour of program content as quickly as possible • Inform audience of when shows are on and why they should keep watching

  12. Current vs. Draft Formats Timings are approximate and may vary from program to program

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