Television Program Development - Charting New Paths

04/12/23

Television Program DevelopmentTelevision Program Development

Charting New PathsCharting New Pathsby Chelse Benhamby Chelse Benham

04/12/23

Why develop original Why develop original programming?programming?

To increase awareness about the To increase awareness about the University University

and elevate the institution’s and elevate the institution’s image.image.

Chelse Benham

04/12/23

This PresentationThis Presentation Establishes Establishes the need for original the need for original

programming development.programming development.

Explains Explains definitive strategies for creating definitive strategies for creating original programming.original programming.

Encourages Encourages the formation of the Office of the formation of the Office of Television Program Development and Television Program Development and Special Projects to meet this need.Special Projects to meet this need.

Chelse Benham

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The The ProblemProblem

Chelse Benham

04/12/23

Hispanics in the MediaHispanics in the Media

The “Invisible” Hispanic and the StereotypesThe “Invisible” Hispanic and the Stereotypes• Television as a socializing forceTelevision as a socializing force• Stereotypical roles and negative news stories create a Stereotypical roles and negative news stories create a

harmful public image harmful public image

• Impact on public policy makersImpact on public policy makers

• Fosters negative self-image among HispanicsFosters negative self-image among Hispanics

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Market SummaryMarket Summary

Hispanic MagazineHispanic Magazine – reported in September 2003 -reported in September 2003 - “Where are the “Where are the

Latinos?”- the article argues TV networks continue Latinos?”- the article argues TV networks continue to turn a blind eye to increasing Hispanic to turn a blind eye to increasing Hispanic

demographicsdemographics..

Chelse Benham

04/12/23Source: Entravision Communications Corporation

Hispanics represent 12.5% Hispanics represent 12.5% of the population, of the population,

but contributebut contribute 40% total U.S. population growth40% total U.S. population growth

04/12/23Source: Entravision Communications Corporation

Illustrates a strong distribution stream.Illustrates a strong distribution stream.

04/12/23Source: Entravision Communications Corporation

7.5 Million Hispanics in Border Markets!7.5 Million Hispanics in Border Markets!

04/12/23Source: Entravision Communications Corporation

6 out 15 top markets are in Texas6 out 15 top markets are in Texas

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Market Summary Market Summary continued...continued...

U.S. Hispanic MarketU.S. Hispanic Market– U.S. Hispanic buying power is U.S. Hispanic buying power is

approximately $480 billion and it will reach approximately $480 billion and it will reach $2 trillion by 2020. - Entravision $2 trillion by 2020. - Entravision Communications 2002Communications 2002

Source: Entravision Communications CorporationChelse Benham

04/12/23

Market Summary Market Summary continued...continued...

Advertising marketAdvertising market• U.S. advertisers spent $2 billion in 2002 to place U.S. advertisers spent $2 billion in 2002 to place

ads on Spanish-language television. - Nielsen ads on Spanish-language television. - Nielsen Media ResearchMedia Research

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Hispanic Hispanic Culture Culture and and Our PlaceOur PlaceIn ItIn It

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Unique PositioningUnique Positioning

The University of Texas-Pan AmericanThe University of Texas-Pan American – Serves a predominately Hispanic population.Serves a predominately Hispanic population.

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04/12/23

Unique PositioningUnique Positioning

The University of Texas-Pan AmericanThe University of Texas-Pan American – Has a unique position as the largest Regional Has a unique position as the largest Regional

four year University in South Texas.four year University in South Texas.

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04/12/23

Unique PositioningUnique Positioning

The University of Texas-Pan AmericanThe University of Texas-Pan American – Has an experts base of more than 700 Has an experts base of more than 700

faculty.faculty.

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The The SolutionSolution

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PPRODUCERODUCE L LOCALLYOCALLY

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The Four C’s of ProgrammingThe Four C’s of Programming

Control Control • Mastery over the MessageMastery over the Message

CoverageCoverage• Exposure Increases IdentityExposure Increases Identity

CreativityCreativity• Opens the Door to PossibilityOpens the Door to Possibility

CashCash• Ownership Equals RevenueOwnership Equals Revenue

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Types of ProductionsTypes of Productions Original Local ProgrammingOriginal Local Programming

– Grant writing, sponsorships and underwritingGrant writing, sponsorships and underwriting

Co-ProductionsCo-Productions– Shared costs and resourcesShared costs and resources

Program AcquisitionProgram Acquisition– Annenberg free programming feedAnnenberg free programming feed– Pay for programmingPay for programming

Informative Based Productions Informative Based Productions – Contract to produce and air productions for a fee for Non-Contract to produce and air productions for a fee for Non-

profit Organizations, NGO’s & Government factionsprofit Organizations, NGO’s & Government factions

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UTPA’s Funding ProfileUTPA’s Funding Profile– Non-profit organizationNon-profit organization

• provide services and higher education to a regionprovide services and higher education to a region““Historically Under-Served” making us a funding Historically Under-Served” making us a funding priority for many foundations, corporations and funding priority for many foundations, corporations and funding agenciesagencies

– Serve predominately minority populationServe predominately minority population• That maintains strong cultural traditions while striving for the That maintains strong cultural traditions while striving for the

American DreamAmerican Dream

– High poverty and the issues related to it:High poverty and the issues related to it:• poor healthpoor health

• reproductive health and gender inequalityreproductive health and gender inequality

• poor prenatal and child carepoor prenatal and child care

• low education attainmentlow education attainment

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Funding & The 501-C (3) AdvantageFunding & The 501-C (3) Advantage

Available granting agencies that fund Available granting agencies that fund television programmingtelevision programming

• Pew Charitable TrustsPew Charitable Trusts ($300,000 aver. per project)($300,000 aver. per project)

• Ford FoundationFord Foundation ($300,000 aver. per project)($300,000 aver. per project)

• MacArthur FoundationMacArthur Foundation ($5.5 million)($5.5 million)

• Public Broadcast Service/CPBPublic Broadcast Service/CPB ($14 million)($14 million)

• Carnegie CorporationCarnegie Corporation ($80 million)($80 million)

• Rockefeller FoundationRockefeller Foundation ($140 million)($140 million)

• David & Lucile Packard FoundationDavid & Lucile Packard Foundation ($250 million)($250 million)

• Bill & Melinda Gates FoundationBill & Melinda Gates Foundation ($6 billion($6 billion)

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Funding & 501C AdvantageFunding & 501C Advantage• Latino Public BroadcastingLatino Public Broadcasting

• National Asian American Telecommunications National Asian American Telecommunications Association (NAATA)Association (NAATA)

• National Black Programming ConsortiumNational Black Programming Consortium

• NEH, NEA, NSF, NIHNEH, NEA, NSF, NIH

• The Foundation CenterThe Foundation Center

• U.S. Department of EducationU.S. Department of EducationChelse Benham

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Co-Productions PartnershipsCo-Productions Partnershipsand Underwritersand Underwriters

Univision/ TelemundoUnivision/ Telemundo PBS/CPBPBS/CPB Other UniversitiesOther Universities Major CorporationsMajor Corporations Local BusinessesLocal Businesses State AgenciesState Agencies Cable NetworksCable Networks

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Co-Production PartnershipCo-Production PartnershipPossibilityPossibility

Virtual Reality ModelsVirtual Reality Models – Partner with The University of North Partner with The University of North

Dakota Dakota – Dr. Richard Fowler Dr. Richard Fowler – NSF GrantNSF Grant– Build virtual worlds as a learning model for Build virtual worlds as a learning model for

• AnthropologyAnthropology

• Computer ScienceComputer Science

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Programming ideas that Programming ideas that should be oursshould be ours

“The Forgotten Americans” “The Forgotten Americans”

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Some programming ideas that Some programming ideas that could be ours:could be ours:

The Ranching IndustryThe Ranching Industry

Laws and the Spanish InfluenceLaws and the Spanish Influence

The Valley, Birthplace of Tejano MusicThe Valley, Birthplace of Tejano Music

Reality series on the excavation site in PeruReality series on the excavation site in Peru

College for Texans - dramatic performance enrollment videoCollege for Texans - dramatic performance enrollment video

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Dollars & SenseDollars & Sense

Giving away programming for free, has a Giving away programming for free, has a quantifiable dollar value.quantifiable dollar value.

Program length = Cost of air timeProgram length = Cost of air time

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Distribution to Maximize Distribution to Maximize Production ReturnProduction Return

PBS, NETA, APT, CENPBS, NETA, APT, CEN – Distributes to all Local PBS stations around Distributes to all Local PBS stations around

the nationthe nation

Other Cable NetworksOther Cable Networks– Supply programming small acquisitions feesSupply programming small acquisitions fees

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Distribution Distribution continued...continued...

Distribution for worldwide markets and home Distribution for worldwide markets and home videovideo– Adler MediaAdler Media

Catalogues and Home Video MarketsCatalogues and Home Video Markets

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Distribution Distribution continued...continued...

RGV Association of ITV StationsRGV Association of ITV Stations– Air programming in the Independent School Air programming in the Independent School

DistrictsDistricts

Urban Community Stations and University Urban Community Stations and University StationsStations– ECN Channel 12ECN Channel 12

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Distribution Distribution continued...continued...

Annenberg ChannelAnnenberg Channel

State Education Networks State Education Networks

Foreign MarketsForeign Markets

Streaming Video on InternetStreaming Video on Internet

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Original long format programmingOriginal long format programming

Programming with a national focusProgramming with a national focus

Programming designed for distributionProgramming designed for distribution

Programming with maximum production Programming with maximum production value value

What we are currentlyWhat we are currently NOTNOT producing producing NOWNOW::

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Goals & ObjectivesGoals & Objectives

5-Year Goals5-Year Goals– To produce a major portion of original To produce a major portion of original

programming for the University station and programming for the University station and ECN Channel 12.ECN Channel 12.

Chelse Benham

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Goals & ObjectivesGoals & Objectives

5-Year Goals continued...5-Year Goals continued...– To distribute original programming across To distribute original programming across

the country thus improving the University’s the country thus improving the University’s identity and national position. identity and national position.

Chelse Benham

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Goals & ObjectivesGoals & Objectives

5-Year Goals continued...5-Year Goals continued...– To establish the University as a leading To establish the University as a leading

source of Hispanic and educational source of Hispanic and educational programming.programming.

Chelse Benham

04/12/23

Goals & ObjectivesGoals & Objectives

5-Year Goals continued...5-Year Goals continued...– To provide fair representation in the media To provide fair representation in the media

about the culturally rich Hispanic about the culturally rich Hispanic population.population.

Chelse Benham

04/12/23

Educational ImpactEducational Impact

– HELPSHELPS to maintain high retention rates to maintain high retention rates

– FOSTERSFOSTERS ownership due to collaboration ownership due to collaboration

– AUGMENTSAUGMENTS the core curriculum the core curriculum

– PROVIDESPROVIDES professional experience professional experience

– HIGHLIGHTSHIGHLIGHTS the talent of the students the talent of the students

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Involving students to help with programmingInvolving students to help with programming ::

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The The StrategyStrategy

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What does this all mean?What does this all mean?

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Form a department to focus on developing Form a department to focus on developing programming and acquiring funding.programming and acquiring funding.

Chelse Benham

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By applying for and obtaining funding through grants, By applying for and obtaining funding through grants, sponsorships and underwriting, original programming sponsorships and underwriting, original programming production sustains itself. production sustains itself.

Seeking partnerships with other production facilities Seeking partnerships with other production facilities creates marginal costs with high return.creates marginal costs with high return.

Utilizing University experts reassures high quality Utilizing University experts reassures high quality educational programming and bolsters the University’s educational programming and bolsters the University’s image.image.

FUNDING IS AVAILABLEFUNDING IS AVAILABLE

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04/12/23

Prime Objective is to:

Provide a steady source of materials on a self-sustaining

basis which promotes the University.

The Department of The Department of Television Program Development Television Program Development

andandSpecial ProjectsSpecial Projects

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04/12/23

Department of Department of Television Program Development Television Program Development and Special Projectsand Special Projects

Director must focus on:Director must focus on:Full Product DevelopmentFull Product Development

– Creating new program ideasCreating new program ideas– Writing program summaries & budgets; Writing program summaries & budgets;

consulting with experts; dealing with clients and consulting with experts; dealing with clients and potential sponsors, acting as inter-campus liaisonpotential sponsors, acting as inter-campus liaison

• Acquire Funding throughAcquire Funding through– Grant Writing & Co-production partnersGrant Writing & Co-production partners

• Overseeing implementation of production and Overseeing implementation of production and responsible for program deliveryresponsible for program delivery

04/12/23Chelse Benham

Last Thought...Last Thought...

““Be the change you wish to see in the worldBe the change you wish to see in the world.”.”

- Mahatma Gandhi- Mahatma Gandhi

04/12/23

Let a culture be heard... Let a culture be heard...

Let a culture be seen.Let a culture be seen.

Chelse Benham