120 likes | 204 Views
PTPA May 2011 Meeting PBS Content Strategy. Orlando, Florida May 16, 2011. 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
E N D
PTPA May 2011 Meeting PBS Content Strategy Orlando, Florida May 16, 2011
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)
Create a New Schedule Architecture • Leverage Content Assets to Maximize TSV and Frequency • Genre Affinity • Audience Duplication
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
NOVA and NOVAscienceNOW Flow Source: Nielsen NPower Program Report, Feb 9 2011
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
Current vs. Draft Formats Timings are approximate and may vary from program to program