Professional Documents
Culture Documents
CONTENTS
Research objectives
Based on research, come up with recommendations about how to create a new and improved Mountain Morning
Show for Park City Television to reach and engage 3 target audiences:
1. Millennials
2. Locals
3. National/International Audience
Survey Findings
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Millennials
Millennials are an important demographic for any business and Park City TV
wants to create a morning show that will have greater appeal primarily to millennials in Utah, as well as to the large national audience of millennials.
Locals
Local support contributes to the success of any organization, and that is especially
true with a local television morning show. Park City TV wants to garner more
local viewers from Park City and the surrounding Utah community by making
the morning show more appealing to local interests.
National/International Audience
Park City TV wants to offer a little bit of everything so that it can appeal to a
broad national audience, and to some extent an international audience.
Works Cited
Research Strategies
Background of
Morning
Shows
Overview
Morning shows are television news programs shown live typically between 6 and 10
a.m.. They are often hosted by one person or a
small group of people and the show is designed
to be informative and entertaining. This combination is known as infotainment.The first
half of the morning show targets individuals
who are getting ready for their day and prefer
watching hard news. Because of this, the shows
feature some updates of recent events, including political news, business news and sports
news, as well as various interviews. Another
important element of morning shows is the
forecast for the day and, for large cities, traffic
reports. The second half of the show has more
soft news where they show lifestyle interviews
and entertainment stories. Morning shows
from many T.V. channels offer a break for local
stations or affiliates to air a small newscast that
serves as a recap of major local news headlines.
Morning shows follow this same format in
many countries around the world. Approximately sixty-one countries use a similar format
on their own T.V. channels.
Demographics of
Morning Show Viewers
Education level of morning news audiences: 27 percent college graduates, 27 percent have some college,
46 percent of a high school diploma or less education
(Taibi, 2014).
Show Formats
NBC Today
NBC Today is similar to GMA. It has a 2 main
hosts, Matt Lauer who is 56 years old and Savannah
Guthrie who is 42 years old. Today also has a weather
anchor, a news anchor, and a social media reporter.
The following is typical outline for Today:
Breaking news, 3 minutes
Breaking news follow up, 3 minutes
Interviews with specialists possibly done
standing up
Developing news, 5 minutes
Weather, 2 minutes
Short commercial break
World news, special interest, 3 minutes
Orangeroom (social media reporting), 2 minutes
Live tweeting
Long commercial break
Developing news, 4 minutes
Interview, 8 minutes
Pre-recorded, done in interviewees home
Short commercial break
Orangeroom, 1 minute
Developing news, 4 minutes
OrangeRoom, 1 minute
Whats Trending - 4 minutes
Celebrity interview, 4 minutes
Everyone sitting on the same couch
Interview (continuing from earlier interview), 5
minutes
Technology, 3 minutes
OrangeRoom, 1 minute
Commercial break
Backstage with viewers, 3 minutes
Music, live performance and interview, 5 minutes
Total run time: 88 minutes
In NBCs Today show, about every half hour
Park City TV
in 1987 that has developed a large and loyal audience. Park City TV broadcasts throughout Summit
County to Evanston/Cokeville WY, as well as along
the Wasatch Front in cities such as Payson, Provo,
Salt Lake City, Ogden, Logan, Tooele and Grantsville.
The total coverage for Park City TV gives the network
approximately one million viewers. The basis of this
network is a coverage of action sports, action snow
in particular. Its purpose is to aim for young people,
including the young at heart. Park City TV also has a
Facebook and a Twitter page to promote the station
and reach out to its viewers. Park City TV offers many
different services including the following:
Show hosts who live, work and play in the community
Show hosts tell people what theyve learned about
such as concerts, restaurants, and recreational
activities happening in Park City and along the
Wasatch Front
Entertainment news
Headlines of national news
Minute by minute schedule of events and what is happening on the show
Online streaming availability for all shows
Combining of LIVE local broadcasts that focus on local
news, local events, entertainment, LIVE music and interviews, weather, sports and a myriad of local features
Park Citys Emmy Award-winning TV station featuring
sports, US ski and snowboarding, music and more
On Twitter at Park City TV with 5,184 plus followers
Skyped athletes from Sochi during the Winter Olympic
Games of 2014
Live stream available 24 hours a day on any computer
or device with internet access
The station has an interactive map that shows where
they shoot or what the resort looks like
Short feature videos are available of PCTV that features
shoots in Park City as well as other locations around the
country
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Whats going on segment with up-to-date happenings for adults and kids
Interactive platform where viewers can email in/
call to pitch different story ideas and also to provide feedback about the content of the show
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Hosts:
Hosts make or break your show
Have more hosts on the show at once, so they can
interact and build more chemistry (similar to the
Good Morning America) more of an ensemble
Have more energetic, funny hosts
Have them wear more light colors, or brighter
shades of colors (colors that wake you up)
Set Design:
Bright colors and decorations
Have theme colors for the show that could change
depending on whats being featured that day on the
show
Create a more modern look
e.g. Have a sleek, reflective and cleaning-looking
metal for furniture material
e.g. Have furniture with more rich, vibrant colors
Have a change in sets during the show, move to
different rooms
If they want to keep the wood, do a much lighter
colored wood
Make it more modern looking
Bright lights, bright settings, get rid of panels on
the window
Get rid of the large name bar on screen or make it
skinnier and go across only half the screen
Have an area for cooking
Install much bigger windows
Possibly have changing artwork for different times
and seasons
Always have at least one segment of the show off
set at another location; usually will be pre-recorded
Commercials:
More frequent and shorter commercial breaks
Potential Commercials:
local hotels and lodges available
local places to eat
local shops
local outdoors equipment gear
Park City TV and things associated with it
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Focus
Group
Overview
As we interviewed dozens of people about the shows they watched and how
they interact with the media they consume, we gained a lot of insight. The key public
we were interested in was the young at heart, those who enjoyed creative, fun, adventurous, or outdoors activities who would be inclined to watch a PCTV show. This
demographic covers a majority of Millennials, so by discovering what media they
consume and how they interact with it, we were able to put together a sketch of what
a perfect show might look like. We held two focus groups of 8 people ranging the ages
from 19 to 36. We also interviewed a sample of individuals on the streets of Park City.
The following are questions and answers that we received from our research.
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Interview Results
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Hosts
Conclusion
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Survey
Findings
Overview
We surveyed 312 individuals
who live in the Park City, Salt Lake and
Provo areas. The survey was initially
distributed on Main Street in downtown
Park City and was then posted on the
Park City TV website and was also distributed on social media through Facebook.
Four percent of those surveyed
said they live in Park City proper. Work
status varies with 25 percent who said
they work full-time while 58 percent
said they work part-time. We found that
40 percent of these people are married
and that 68 percent of these people are
between the ages of 18 to 24 years old. A
reported 14 percent have children living
with them at home.
1. Humor
2. Soft News
3. Social Media
4. Main Street Events & Nightlife
5. Cooking/recipes/diets
6. Feel of Morning Show
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Humor
Soft News
Soft News
Suggestions:
Quotes:
Suggestions:
Quotes:
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Morning Show
Of the 300 individuals survey only 13 percent
watch morning shows. While the type of morning
show varied, the main morning shows that surveyors
watched were Good Morning America, The Today
Show and KSL 5. Thirty-three percent of surveyors
eat breakfast while watching morning shows and 25
percent watch while getting ready for the day. When
asked what surveyors found to be most important
when watching a morning show, 48 percent responded
wanting national and local news, 28 percent wanted
entertainment while 18 percent just wanting weather
updates.
Suggestions:
We recommend that information made available on Park City TV be made available on mobile devices. Many people who took the survey reported that
they want to access information from Park City TV on
their mobile devices including nightlife activity events,
special events information happening in Park City and
local news. Most people reported they do not want to
receive notifications through social media from Park
Social Media
The world has shifted to an online platform
where people turn for news, entertainment, and social
connectedness. We asked individuals how they would
feel about following PCTV on social media accounts,
how often they would like to see posts, what kind of
posts they would like to see, and what platforms of
social media they would use to connect with PCTV on.
Quotes/Statistics
Recommendations:
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Recommendations:
Quotes/Statistics:
Cooking/Recipes/Diets
Cooking shows are incredibly popular in the
US, because people love DIY activities, especially when
they involve food. Most morning shows involve some
sort of cooking segment to help wake people up in the
morning and get them on their feet. Many millennials
care about health and cooking shows can help people experiment and try healthy recipes and start their
morning right.
Quotes/Statistics:
Recommendations:
5 percent of respondents put other when responding to the question, Which of the following is the most important thing for you to find
in a morning show? Cooking was listed in the
other comments.
Cooking more was emphasized in the question, What additional elements, if any, would
you like to see on Park City T.V.?
When asked, What are your favorite segments
of Park City T.V.? a few respondents said
cooking and sports segments.
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Recommendations:
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Quotes/Statistics
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Survey
Findings
Visual Results
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The way we communicate is evolving every day. As communications evolves, the way
organizations and companies communicate with their consumers changes as well. Social media
is one of the newest ways that organizations communicate with consumers. Social media allows
organizations to hold a continual conversation with consumers through the sharing of information, photos, videos, and other media. As organizations utilize social media, they will be able to
stay in touch with their consumers and better understand how to satisfy their needs.
Park City Television already has social media accounts on Facebook, Twitter, and Instagram. These accounts are used fairly frequently. There is an average of two or three posts on
each of these accounts every day. The content of these posts ranges from information about
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Website Performance
One of the primary areas Park City Television
needs to address is the performance of their website.
Currently, the web page takes too long to load and
performs sluggishly when compared to other similar
station websites. Visitors to the site do not want to
wait for long buffering periods and low quality performance. Increasing the server performance would help
to retain more visitors from the site who initially visited the web page. With this higher performance, PCTV
could also feature high-quality videos and high-resolution images, which are more likely to be shared and
reposted by viewers on their personal social media
networks. This improvement in server capability
would result in word-of-mouth advertising and ultimately would be much more effective than investing in
traditional advertising channels.
The following information provides recommendations for optimizing PCTVs website performance:
Speed: Poor
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SEO: Reasonable
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Summary of Findings
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The Perfect
Morning Show
15:00-18:00
18:00-20:00
20:00-24:00
24:00-25:30
25:30-26:00
26:00-30:00
Welcome back / lead with Fun section (e.g., cooking, pop culture, products)
Local weather & ski reports (Winter)
Interview with visitor (cooking segment, product overview, how-to, athlete, etc.)
Local activities and events coming up in Park City
Lead into content following commercial break
Commercial Break 2
Hosts:
30:00-30:30
30:30-35:00
35:00-37:00
37:00-40:30
40:30-41:00
41:00-45:00
45:00-45:30
45:30-47:00
47:00-49:00
49:00-50:00
50:00-54:00
54:00-55:00
55:00-56:00
56:00-60:00
Energetic, Funny
Wear bright colors
Interaction with social media (by sharing posts, videos, etc. on the air)
Atmosphere/Set:
Commercials:
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Layout:
0:00-1:30
1:30-3:00
3:00-6:00
6:00-9:00
9:00-10:30
10:30-11:00
11:00-15:00
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Works Cited
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De Moras, L. (2014, March 12). Live And Well: Morning Shows Gain Ratings Ground Thanks To Stiff Competi
tion & Focus On Interactive Programming. Deadline Hollywood. Retrieved from http://www.deadline.
com/2014/03/morning-show-ratings-gains-today-good-morning-america-rivals/.
Guskin, E. (2010). Network: By The Numbers. The State of the News Media: An Annual Report on American
Journalism. Retrieved from http://stateofthemedia.org/2011/network-essay/data-page-5/.
Park City Television (About). (n.d.). Park City Television. Retrieved from http://parkcity.tv/about/. Stetler, B.
(2013, Sept 27). In Ratings War, G.M.A. Beats Today for Full Season. The New York Times. Retrieved
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Stetler, B. (2010, Aug 31). TV News for Early Risers (or Late-to-Bedders). The New YorkTimes. Retrieved from
http://www.nytimes.com/2010/09/01/business/media/01morning.html.
Stetler, B. (2013, April 18). Waking Up on the Wrong Side of the Ratings War. The New YorkTimes. Retrieved
from http://www.nytimes.com/2013/04/21/magazine/who-can-save-the-today-show.html.
Taibi, C. (2014, Jan 28). More People Watching Local Morning Shows In 2013, Study Finds. Huffington Post.
Retrieved from http://www.huffingtonpost.com/2014/01/28/morning-shows-pew-research-center-view
ership-audience-local-tv_n_4680813.html.
Tennant, T. (n.d.) Talk Isnt Cheap: A Brief History of the Talk Show. About. Retrieved from
http://talkshows.about.com/od/morningshows/p/TalkIsntCheap.htm.
The Tonight Show With Jay Leno. (n.d.) TV.com. Retrieved from
http://www.tv.com/shows/the-tonight-show-with-jay-leno/.
Thomas, L. (2009, May 18). Top Five Outdoor TV Shows. Yahoo! Voices. Retrieved from
http://voices.yahoo.com/top-five-outdoor-tv-shows-3335682.html?cat=47.
Tucker, K. (2012, Jul 26). The Today Show, GMA, and CBS This Morning: Are these the
most complex dramas on network television? Entertainment Weekly. Retrieved from
http://watching-tv.ew.com/2012/07/26/the-today-show-good-morning-america-cbs-this-morning-robinroberts/
Utah. (2013). State of Utah Outdoor Recreation Vision. Utah. Retrieved April 22, 2014, from http://www.utah.
gov/governor/docs/OutdoorRecreationVision.pdf
Recode. (2014). Millennials Spend More Time Watching TV on Other Devices. Recode. Retrieved April 24,
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