In the Fall of 2003, CPB launched the most comprehensive audience research effort ever conducted on behalf of public television. This multi-phase research project was designed to inform the development of a primetime program strategy for public television. The first edition of the Framework for a Public Television Primetime Strategy was published in April 2005. In light of the new learning that came from the Spring 2005 Consumer Insight Research on history and performance genres and the initial experience of implementing the initiative, it was determined that the Framework be refined and updated. These refinements, reflected in the 2006 Edition of the Framework emerged from extensive analysis and discussions among the same stakeholders who developed the original version. No sooner had these consultative groups completed the 2006 edition, they began working on the present edition, contributing feedback to the process whereby the questionnaire for the 2006 AAU study was developed. Once the findings from that study became available, these groups participated in a series of on-site meetings in Washington, DC and conference calls during which they reviewed findings, identified zones of potentially impactful strategic activity, and established the strategic priorities outlined in the 2007 Edition of the Framework. Major meetings of these two groups took place on May 9, June 23, September 12, and October 10 of 2006 and February 9 of 2007. Feedback on the research and the emerging strategic implications was obtained in a series of workshops and meetings with programmers, general managers, producers, and other PTV professionals including the following: the PBS Development Conference (October 4, 2006, Baltimore), the combined PBS-CPB Round Robin Meetings (October-November 2006), the Public Television Programmers' Association Meeting (November 8, 2006, Amelia Island), the PBS Content Summit (January 16, 2007, San Francisco), and the NETA Conference (January 27, 2007, Norfolk). A first draft of the 2007 Framework was distributed to members of the Station Advisory Group and Strategy Group for review and comment on March 9, 2007. A second draft, revised on the basis of the feedback gathered from those two groups, was distributed to Affinity Group Coalition members for review on April 11, 2007. The final draft reflects their input.
Although the 2007 edition reflects some realignment of priorities as a result of recent learning and developments, the main focus and direction of the original strategy remains unchanged: to increase the reach of public television, the frequency with which its programming is viewed, and the loyalty of those watching.
Using the two PDF files below, now you can produce additional copies of the "user friendly" version of the 2007 Strategic Framework. The booklet has two files -- a file for the cover and a file for the inside pages. We suggest that you print the cover on a heavier card stock. All files should be printed in color on both sides of the page. Kinkos will trim the booklets for you and, if you don't have access to a long-arm stapler, they may be able to staple the booklets. (Not every Kinkos is equipped to handle stapling booklets this size.) If you have any questions, please contact John Prizer at 202-879-9630 or jprizer@cpb.org.
- Cover 936KB
- Inside Pages 2.2MB
In January and February, 2008, CPB commissioned its third Audience Awareness, Attitude and Usage Study. Topline findings from that study have been reviewed by a group of station managers, programmers, national producers and programming staff from CPB and PBS. Although a new Strategic Framework has not been produced, new reference booklets have been published, updating two of the 2006 reference booklets.
- Segmentation Reference Book Cover 79KB
- Segmentation Reference Book Inside Pages 60KB
- Segmentation Narratives Book Cover 80KB
- Segmentation Narratives Book Inside Pages 241KB
Each booklet has two files -- a file for the cover and a file for the inside pages. We suggest that you print the cover of each booklet on a heavier card stock. All files should be printed in color on both sides of the page. If you don't have access to a long-arm stapler, try your local Kinko's -- they may be able to help you. If you have any questions, please contact John Prizer at 202-879-9630 or jprizer@cpb.org
Because of the changes in penetration and usage of media technology and an evolution in viewers' relationship with public television, the 2008 AAU Study and segmentation analysis produced nine audience segments (as opposed to the eight segments produced in 2004 & 2006) as represented by the new audience MATRIX below.
Two brand new audience segments appear on this MATRIX: A whole new class of super-PBS viewers and supporters (the Proactive and Passionate) and a less ardent groups of PBS users and contributors (The Controlled and Contributing). An overview of the main attributes of each audience segment in tabular form and in narrative form will be published in the reference booklet mentioned above. We will post this booklets on this web site as soon as they are available.
As in the past, the nine audience segments were generated using latent class modeling – a statistical method which does not impose preconceived segmentation categories in advance but discovers the natural groups that exist in the population. This was the same analytic approach used in the original AAU and segmentation study in 2004.
Based on data from the 2008 AAU Study, we have produced a new Technology Data card. If you print the file below in color on both sides of card stock, you can fold the card and produce a useful hand-out for your staff, board members or other interested constituents.
Additional television and computer technology ownership information may be available. Please contact John Prizer at 202-879-9630 or jprizer@cpb.org
Audience Research Presentations
- Presentation 904KB
- How We Got to Where We Are Today 108KB
- Accessibility Best Practices 224KB
Contacts
NPS Strategic Primetime Programming Research
John Prizer
VP, Media Strategies
jprizer@cpb.org
(202) 879-9630