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When it Works, It Works

When it Works, It Works. 3 Rating / 10 share Especially strong in Rural Areas When it Don’t, It Don’t Below Measurable Standards The challenge is to understand why and to increase the first and decrease the second. Ratings – 50-64 Skew. Content, get your red hot content!. Focus groups

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When it Works, It Works

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  1. When it Works, It Works • 3 Rating / 10 share • Especially strong in Rural Areas When it Don’t, It Don’t • Below Measurable Standards • The challenge is to understand why and to increase the first and decrease the second.

  2. Ratings – 50-64 Skew

  3. Content, get your red hot content! • Focus groups • 50% said “themes” don’t matter • Overwhelming majority said “no host.” • Types of stories? • History • Biography of important Nebraskans • Nature • Interesting Places • “Art” or “Culture” didn’t get mentioned

  4. Successful Story Examples • History • Two Convicts in a Haystack • http://youtu.be/KL8OFsXwHtQ • Has strong cultural element • Interesting Places • White Buffalo Girl • http://youtu.be/nKQ2JEs8380 • Nature • None. Not of interest to producers

  5. Strengths • New blood • Many of the segments are by “first time” producers. They bring a fresh perspective to stories. • Fantasia in Clay • http://youtu.be/St0PS7uw2l8 • Unpopular with focus group but won international award • Driving in the Dirt • http://youtu.be/XuToOl7f694 • No full time male producers

  6. Strengths • Partnerships • With organizations • Funders, subject matter experts • With communities • Generates “brand equity” when we’re in a small community filming a story. • With audience • Telling “their” stories

  7. Strengths • Reusing content • At least one segment per show is edited from an existing program. Some are from shows not seen for 40 years, others are from shows in production. • While it takes editing time to find and cut down these segments, it’s cheaper than making a segment from scratch. • Drawbacks are these segments don’t always match the tone of the show and are incomplete.

  8. Challenges • Not enough episodes for consistent scheduling • 6 news shows a year • “Part time” commitment from organization and staff prevents program from developing audience critical mass • Other duties as assigned • Executive Producer has multiple tasks • Primary is developing national productions

  9. Challenges (continued) • Other duties as assigned • Producers work on multiple projects including full length documentaries • These challenges work against establishing a consistent “voice” or tone to the series. Widely varying ratings are a result.

  10. Q&A - Discussion

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