TCOM 455 Spring 2004

Telecommunications Management Group Project Instruction

WBGU-TV Digital TV Services

Objectives:

• To apply the media management principles learned from the course in developing a promotion plan for a media organization for real life use. Specifically this is a service learning project about technology management and the marketing of media services.

• To go through the entire business planning process from research to developing revenue sources and a strategic promotional plan.

In this group project, you are acting as the special digital TV task force for WBGU-TV.

Background

WBGU-TV is a public broadcast TV station owned by Bowling Green State University. It has been converted to digital broadcast since August 2003. It is still in low power and will not move to high power until tower strengthening is done sometime this spring/early summer.  WBGU-TV plans to launch the big promotional campaign by this fall when more of its viewers will be able to receive its digital signal.

Five important documents related to this assignment are included in this instruction.

1. WBGU-TV Goes Digital Program Line-Up
2. A press release on WBGU-TV digital line-up
3. Current TV spot script used to promote digital TV
4. WBGU-PBS Goes Digital feature story in WBGU-TV’s Sept. 03 viewer guide
5. Test-phase notification letter by the general manager of WBGU-TV

Tasks:

1. Conduct original audience research such as focus group interviews or surveys on Bowling Green’s resident’s knowledge and interest about the multi-channel digital TV services provided by WBGU-TV (at least one focus group interview/survey is expected from each group).
2. Collect and analyze secondary market research information on digital television services and consumer responses.
3. Develop a business plan based on the research and provide recommendations to improve and create demand for the new multi-channel services offered by WBGU-TV.

More information about digital television can be found on the following sites:

• Digital TV Zone: http://www.digitaltvzone.com/default_flash.asp
• Digital TV Crash Course: http://www.pbs.org/opb/crashcourse/
• Digital Television Magazine: http://www.digitaltelevision.com/
• Digital Connection: http://www.digitaltelevision.com/
• HDTV magazine: http://www.ilovehdtv.com/
• Roam Consulting: http://www.projectorexpert.com/
• Titan TV: http://www.titantv.com
• NAB’s Destination Digital TV newsletter: http://www.nab.org/newsroom/issues/digitaltv/DDTV/

Each team member will assume one of the following roles:

1. Group Leader: coordinate materials from research and promotion, budgeting and organize the presentation
2. VP of Research: responsible for the focus group research and secondary market research
3. VP of Promotion: specializes in developing promotional strategies and tactics for the promotion plan
4. Operations Manager: focus on the logistics of implementation and the financial implications of the multi-channel services

Despite the above division of labor, every member should be involved in the research and presentation preparation process. Each group member is expected to present at least two minutes in the final presentation.

The general manager of WBGU-TV will visit the class on April 7 to answer questions about the station and its digital TV services.

(ONLY ORAL PRESENTATION IS NEEDED FOR THE GROUP PROJECT)

Grading

Background and Market Research 20 points

Situation Analysis/business implication 20 points

Target Audience & Promotional Objectives 5 points

Promotional Strategies and Tactics with Justifications 20 points

(including responses to the instructor’s questions)

Budget 5 points

Presentation Skills 20 points

Team Spirit 10 points

_______

TOTAL 100 points

The project is due on the presentation date (April 26, 28 and 30). Your group will choose the presentation date by April 12. Mandatory attendance is expected on each presentation day.

Each group MUST use Power Point for the presentation and turn in a disk or e-mail the instructor the file during the day of the presentation. You should have additional slides that show more detailed research data that cannot be shown during the presentation. The slide presentations will be sent to WBGU-TV for its reference. You are recommended to use this project experience as part of your resume credentials. WBGU-TV welcomes you to participate in the implementation of the actual promotion campaign in summer and fall as volunteers or interns.

ORAL PRESENTATION OUTLINE

• Target Audience
• Situation Analysis (Based on Market Research Results and Other Secondary Research)
• Promotional Objectives
• Promotional Strategies and Justifications
• Promotional Tactics: Offline and Online (with examples)
• Promotional Budget
• Business Revenue Sources and Financial Implications to the Station

You can include a recommendation of changing the programming line-up but it must come with very strong justifications and the recommendations must be financially feasible. Dramatic changes must be well-thought out because they may involve huge budget investment. All recommendations must comply with the PBS mission. You are to recommend a budget to the general manager for implementing the plan and provide suggestions where the budget can come from (e.g., membership donation, fund-raising events, etc.)

The oral presentation should last for 10 minutes. No overrun will be allowed. The instructor will act as the General Manager of WGBU-TV and ask you questions on the project. You need to prepare answers and justifications for your research and each of your recommendations.