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Fall 2006 Round Robin Meetings

Audience Research to Inform Primetime Strategy. Fall 2006 Round Robin Meetings. Segment-Based Goals. High. restore and expand the viewer & member base. build usage and support among PTV-inclined moderate viewers. PTV Usage. keep the door open for light viewers and non-viewers.

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Fall 2006 Round Robin Meetings

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  1. Audience Researchto Inform Primetime Strategy Fall 2006 Round Robin Meetings

  2. Segment-Based Goals High restore and expand the viewer & member base build usage and support among PTV-inclined moderate viewers PTV Usage keep the door open for light viewers and non-viewers PTV Attitudes Low High 2006 Strategic Framework 2006 Strategic Research 2007 Emerging Implications

  3. 2006 Strategic Framework 2006 Strategic Research 2007 Emerging Implications 2006 Strategic Priorities and Activities • Increase accessibility • Navigation study, technical and business process analysis to inform best practices • 2. Strengthen core branded offerings • Opportunity grants to Masterpiece Theatre, NOVA, NATURE • 3. Expand the science and nature footprint • Science series development, research intoInnovating & Inclined profile and Science appetite • 4. Secure the documentary mantle • 5. Establish next-generation audience research capacity • Steering Committee to oversee plan for a sustainable research model

  4. MEASURED & ENGAGED 8 % MEASURED & ENGAGED 8 % ENTHUSIASTIC & OPEN 15% ENTHUSIASTIC & OPEN 17% DISCERNING & DEDICATED 7 % DISCERNING & DEDICATED 8 % PASSIVE & COMPLACENT 3% PASSIVE & COMPLACENT 8% INNOVATING & INCLINED 14% DISTRACTED & UNAVAILABLE 12% INNOVATING & INCLINED 13% DISTRACTED & UNAVAILABLE 12% LAID-BACK & UNCONCERNED 16% LAID-BACK & UNCONCERNED 13% CONVENTIONAL & UNINTERESTED 28% CONVENTIONAL & UNINTERESTED 20% 2004 → 2006 Trend in Segment Clusters 2006 Strategic Framework2006 Strategic Research 2007 Emerging Implications High PTV Usage PTV Attitudes Low High

  5. 2004 → 2006 Trend in Tech Penetration 2006 Strategic Framework2006 Strategic Research 2007 Emerging Implications 90 80 2004 70 60 2006 50 40 30 20 10 0 IPG DVD DVR VOD HDTV Broadband Cable Plus Video iPod Digital cable Video Games Satellite radio Digital satellite Video cell phone Sources: 2006 CPB Primetime AAU Study and KN/SRI 2006 Home Technology Monitor

  6. Tech Penetration in PTV Households Source: 2006 CPB Primetime AAU Study 2006 Strategic Framework2006 Strategic Research 2007 Emerging Implications

  7. Keeping Changes in Context • Household TV usage has increased 12.5% over last ten years • The introduction of new media typically adds to overall media time rather than taking away from time spent with any one medium • Mobile video is not a replacement medium: most mobile video usage supplements regular television use and is taking place on the laptop rather than on the iPod or mobile phone 2006 Strategic Framework2006 Strategic Research 2007 Emerging Implications

  8. Audience Researchto Inform Primetime Strategy Fall 2006 Round Robin Meetings

  9. History / Historical Documentary Nature / Natural History 3 Zones for Potentially Impactful Strategic Activity Enthusiastic & Open

  10. What We Know Make up ½ of PTV core audience Avid primetime viewers and “TV Influentials” Early warning signs: erosion in PTV viewing and diminished perception of PTV uniqueness and falling membership over the past two years Reliant on “flipping and surfing”; more likely to miss PBS programming What it Means Linked to the first strategic goal: “restore and expand the viewer member base” Accessibility initiatives should focus on this segment specifically New information about genre usage and appetite point to opportunities Also an opportunity to build membership in this segment? Build Frequency and Loyalty Among the Enthusiastic & Open 2006 Strategic Framework 2006 Strategic Research 2007 Emerging Implications

  11. What We Know Usage and appetite strong in E&O and M&E Inconsistent attribution of PBS historical documentaries to PBS E&O’s history appetite isn’t fully satisfied by the history that’s already on the schedule History Channel rising in rank as 1st choice for unplanned viewing What it Means Necessity of a comprehensive audit of PBS offerings in the genre Develop ways of increasing the accessibility of history assets for E&O viewers Use research to improve performance of ongoing series and to inform future program development initiatives Manage History Assets More Effectively for Improved Impact 2006 Strategic Framework 2006 Strategic Research 2007 Emerging Implications

  12. What We Know Usage and appetite is especially high among E&O NATURE (the series) ranks first for E&O and in the top tier for most PTV viewers But perception of PBS programming as unique has dropped by a third among E&O And the percent naming Discovery as a 1st choice for unplanned viewing has nearly doubled What it Means A comprehensive audit of PTV offerings in the genre, including local and in the acquisition market Use current knowledge to judge whether and how additional shelf space should be dedicated to nature Additional research needed to obtain greater insight into topical and format-related drivers of viewer interest Strengthen PTV Assets and Brand in Nature/Natural History 2006 Strategic Framework 2006 Strategic Research 2007 Emerging Implications

  13. 1. Increase accessibility technology penetration continues to increase; major shifts in viewer approach to navigation accessibility remains a top priority, research and best practices initiatives on IPG’s, VOD, DVRs should continue in addition to IPG-oriented Innovating & Inclined, focus on the situation of the Enthusiastic & Open to prevent further migration to cable look-alikes 2. Strengthen the core branded offerings past month viewing and favorite selections remain consistent ; some slippage among Enthusiastic & Open sustain sharp focus on icon series 3. Expand the science and nature footprint science continues to figure prominently among Innovating & Inclined; nature emerges as a major potential lever with Enthusiastic & Open efforts to create new science series strongly supported; research into Innovating & Inclined and the viewer appetite for science will help inform the initiative resources should be extended into the nature genre, which could help to restore/build Enthusiastic & Open viewership 4. Secure the documentary mantle strong interest in documentaries among PTV-inclined viewers—particularly historical and biographical and especially among the Enthusiastic & Open—confirmed comprehensive audit and improved management of history assets might be the best place to begin the documentary effort 5. Establish next generation audience research capacity value of segment tracking and technology monitoring research strongly demonstrated; new knowledge gaps in news, drama, nature revealed necessity of an enduring audience research capacity reaffirmed; efforts to implement should proceed Putting it Together Current Priorities Implications for . . . New Data . . . work in progress . . . work to be done in 2007 2006 Strategic Framework 2006 Strategic Research 2007 Emerging Implications

  14. Audience Researchto Inform Primetime Strategy Fall 2006 Round Robin Meetings

  15. Audience Research Tool Kit

  16. Audience Researchto Inform Primetime Strategy Fall 2006 Round Robin Meetings

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