Project Background
1. What was the institutional mandate that identified rationale for the Digital Broadcast Technology Market Analysis RFP?
Early this year, the Digital Consultation Panel met in Washington, DC to recommend allocation of the FY 2006 CPB Digital Appropriation. The Digital Consultation Panel consisted of a diverse set of representatives from various public television stations throughout the country. Given the uncertainty posed by the digital age, the panel recommended that CPB conduct research to better inform current and future investments. In accordance with the Panel's recommendation, CPB released the Digital Broadcast Technology Market Analysis RFP.
2. Can you describe the current state of public broadcasting's transition from analog to digital broadcasting?
As of July 2006, approximately 93% of public television stations are DTV active. The remaining 7% are expected to become DTV active by the February 2009 deadline. Assuming that this deadline remains in place, the use of the analog spectrum for public broadcasting purposes is scheduled to be discontinued by February 2009.
3. How is the digital broadcast spectrum currently being utilized by public broadcasting?
Stations across the system are currently making individual choices about how best to use their digital spectrum to serve their local communities. Some uses being explored today are multicasting, HD, and datacasting.
4. Can you provide further information about existing or planned launch of programming services in wireless; broadband internet; IPTV or other alternate distribution platforms?
Existing or planned launch of programming services varies by public television station.
5. Can you describe ways in which CPB has supported the move to digital broadcasting (TV and radio) in the past, particularly as regards to the funding of initiatives; the deployment/implementation of new technologies, platforms; and the development of new business and operating models? What challenges were encountered?
CPB has provided funding to assist public television and radio stations, regardless of their location or size, in the transition to digital broadcasting. The majority of this funding to date has been to support infrastructure investments so that all television stations in the system will be prepared for the federally mandated digital transition in 2009. Given limited funding, the primary challenge has been to ensure that funds are allocated appropriately to public broadcasting's diverse set of stations. CPB is currently investigating the deployment/implementation of new technologies, platforms, and the development of new business and operating models and is hoping that the RFP results can provide more answers.
6. To what extent has CPB embraced digital content management and in what ways does CPB share content across platforms and mediums?
CPB recognizes the importance of this area and efforts are currently underway both at CPB as well as other organizations across the public broadcasting system to further investigate the most effective uses of digital content management.
7. What is the current set of services provided to educational institutions?
These services vary widely across the country. One of the goals of this project is to assess current services.
8. What role do stations play in planning and adopting new technology platforms? Are there mandatory standards, planned mandatory standards, or is it a decentralized environment?
The station's role in planning and adopting new technology platforms varies by platform. The transition to digital broadcasting was federally mandated and as such, stations are required to transition to this new technology.. Other platforms, such as the use of iPods, are implemented on a station by station basis.
Project Objectives
9. The RFP places emphasis on "..the goal of identifying successful business models..." product development plans so is it correct to characterize this effort as primarily a Strategic Planning exercise, ("Which products and services should I offer my viewers?") as opposed to a Technology Strategy ("Which gear should I buy?"); Technology Implementation ("How do I put together this gear that I have bought?") or Operations ("How do I make things work better?") project?
All questions mentioned above remain key issues to be explored. Given the strengths of an individual applicant, you may chose to focus more on some areas than others. We are interested in receiving proposals that tackle any or all of these elements.
10. The RFP asks "what is the lifespan of this project?". Does this refer to the project being discussed or the potential project recommendations coming out of the study?
The RFP refers to the project recommendations coming out of the study.
11. Responses can be derived primarily from user studies of and experiences with actual prototypes and deployments of technologies that address the subject space, or primarily from market analysis studies. Which of these approaches best fits what CPB is looking for?
Both studies are applicable.
Project Scope; Definition of Terms
12. Can you define in more detail what you include in your usage of the following terms?
"Digital Infrastructure"
"Digital infrastructure" refers to the technology, equipment, hardware, software, and operating systems required for digital broadcast...
"New delivery platforms and/or devices" (Particularly with regards to devices, are you referring to consumer-facing devices (set-top boxes, cell phones) or production and operations infrastructure?
"New delivery platforms and/or devices" is referring to consumer-facing devices (set-top boxes, cell phones).
13. Organizational Scope: Which public broadcasting entities are within the scope of this analysis?
Television: the PBS Network and/or individual member stations?
Radio: the NPR network and/or individual member stations?
CPB itself?
The scope of this analysis includes public television stations, regardless of PBS membership.
14. Does the scope for "positive examples (of digital broadcasting) in the system" include international examples in both public and commercial broadcasting?
Yes. The scope includes international examples in both public and commercial broadcasting.
15. Is the main focus for this proposal education? At some points, there is emphasis on the education aspects, while in others, the focus is on the mission/business of public broadcasting.
The main focus is education, which is part of CPB's mission – "to be accountable to the public for investing its funds in programs and services which are educational, innovative, locally relevant, and reflective of America's common values and cultural diversity."
16. When referring to "your customer" is it intended to mean end users (viewers and listeners) or your affiliated organizations, such as PBS and NPR?
The customer is intended to mean viewers, stations and educators. PBS is a stakeholder, but not a customer. Radio is outside the scope of the RFP.
17. What is the forecast horizon for this market analysis as it relates to emerging technologies/platforms/devices/business models in the market place as well as recommended solutions?
The forecast horizon is five to ten years.
Project Approach, Activities, Deliverables, Timeline
18. Does CPB anticipate participating in the adviser's decision-making process to narrow the "long list" of marketplace opportunity options/scenarios (described in deliverable 1.d) down to the "short list" of three "best choice" options (described in deliverable 1.e)?
Yes, CPB, in consultation with a station advisory panel, will be participating in the process of narrowing down the "long list" to the "short list" of three "best choice" options.
19. Similarly, does CPB anticipate making an active "GO/NO GO" decision on each of the three "best choice" options before commissioning the Product Development Plans?
Yes. CPB, in consultation with a station advisory panel, will make a "GO/NO GO" decision on each of the three "best choice" options before commissioning the Product Development Plans.
Project Budget
20. Does CPB have a budget approved for this project, and if so, what is the level of funding?
CPB has an approved budget for the project, but is looking for the proposals to help us assess the appropriate level of funding.
Application Procedures & Other
21. Can you provide some indication of the number and duration of site visits (for example, to significant local public broadcasting stations or operations not located in the Washington, DC area, or to commercial broadcasting outfits) that are anticipated or required?
A minimum of five to ten station visits are anticipated, but not required.
22. There appear to be two main types of deliverables, Market Analysis and Product Development plans. These typically come from different types of organizations. Is CPB willing to consider pairing of vendors (Market Analysis and Product Development) to fulfill the project or is the desire to award the project to one entity?
CPB is willing to consider pairing of vendors.