television business programming

Assignment 3

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TVB Assignment 3

New Digital Channel for San Diego

Jessica Northey

Television Business

Carol Wonsavage

October 18, 2012

Assignment 3

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I. Preface: Brief Executive Summary

The new digital channel reflects the needs of the community in San Diego for local sports

fans. The television channel will cover all aspects of local sports from high school, college, and

professional sports. In addition, the local station, KFMB, will produce their own content in their

studios and around the city of San Diego to include local celebrities such as sports anchor,

athletes, and more.

The station’s website only provides the broadcast schedule for the games and news

articles with photos. The new channel would provide game reports on videos during the game

through live streaming on the local channel’s website. The niche channel covers local sports for a

target audience of younger people who follow sports and may be active in the local recreational

sports themselves. The new channel would have programming such as sports related news in the

morning and evenings, as well as recreational sports coverage of local businesses such as fishing

and beach volleyball games. Also, would provide sports recruiting shows, about local high

school, college, and pro sports coverage. Other programs will cover the past sports season for

baseball, basketball, soccer, and hockey.

More entertainment driven programs such as a NFL video game competition in a game

show style, reality television shows of past and present local sports players. The new digital

channel will be on sight for all recreational activities to include the Miramar Air Show with the

Blue Angels, to other extreme sports video content sent in from local viewers. To also include

series of the history of sports in San Diego, past player talk shows, and charity spotlights. For

less serious programs, there would be a show of edits during sports coverage and play blunders,

how to make it as a cheerleader, and a reality television show of the wives of local sports players.

II. Analysis

The local TV station in San Diego for the new channel is the CBS Station, KFMB

Channel 8, owned by the Midwest Television.

Station Background

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Their website is www.cbs8.com. The station’s ownership is a company called Midwest

Television. “KFMB also benefits from being privately held. It's Midwest Television's only

station: the misleading company name stems from when it initially owned stations in Illinois.”

(Malone, 2010) In 2011, the station adds a classic TV multicast channel Me-TV, website is

metvnetwork.com (“Me-tv me-tv adds,” 2011).

“KFMB is a television station in San Diego, CA that serves the San Diego

television market. The station runs programming from the CBS network and

identifies itself as ‘News 8’. KFMB is a digital full-power television station that

operates with 14.87 kilowatts of power and is owned by Midwest Television”

(“Television station information,” 2012).

The News 8 Team Anchors include Carlo Cecchetto and Barbara-Lee Edwards on

weeknights. Dan Cohen and Nichelle Medina reports on weekdays, Phil Blauer and Marcella Lee

on weekends, and Matt Baylow and Shawn Styles for weather. For sports news, Kyle Kraska and

John Howard are the top anchors. The News 8 Team Reports include Richard Allyn, Alicia

Coates, Shannon Handy, Larry Himmel, Angelique Lizarde, Angie Lee, Steve Price, and Jeff

Zevely (“News 8 team,” 2012).

Section 2

Strengths – High Ratings

On January 25, 2010, Broadcasting & Cable newspaper reports an article about KFMB

and the affect the economy has had regarding ratings and selling advertising. “The station easily

won total day ratings in November, along with primetime, early evening and late news, its 4.6

household rating/10.1 share at 11 beating McGraw-Hill's ABC affiliate KGTV.” (Malone, 2010)

“KEMB won the 2008 revenue race, according to BIA/Kelsey, its $47.98 million ahead

of KNSD's S45.8 million and KGTVs $42.6 million. KFMB President/General Manager Ed

Trimble credits multiple factors in the station's long run of success in San Diego, such as airing a

bevy of Chargers games, community service efforts, and consistency in both the newsroom and

on the schedule. KFMB airs a 5 p.m. and 6:30 p.m. news seven days a week, which conditions

viewers to tune in at that time for local content regardless of what day it is. “That consistency

builds up expectations of what will be on in that time period,” Trimble says. “We treat the

weekend like the rest of the week.” (Malone, 2010)

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Strengths – Community Outreach

The local television station, KFMB, is doing so well with their community outreach

programs that the station won an award in 1998. It was presented by Electronic Media for

outstanding public service at the “Promax and BDA Conference & Exposition in Toronto.” The

CBS affiliate station, KFMB, ran a campaign using the “Eight MADD Mobile, a 32-foot

recreational vehicle used for “presentations to children age 7 to 16 about the dangers of alcohol”

while traveling around Southern California (Spring, 1998).

Today, KFMB has several signature community outreach programs. Adopt 8 is a project

where Marcella Lee introduces the viewers to local children who need to be adopted. Buddies

For Life is a project of the station supporting the battle against breast cancer. The 8’s Cool

School are News 8 highlights schools that have been nominated for San Diego’s coolest local

schools. To support the green movement locally, a project called Earth 8 providing solutions.

Another project the station endorses is to protect children to keep them safe from predators

called The Greatest Save, as in the one you safe from anything bad happening in the first place.

KFMB is “the best place for kids to be on weekend mornings in News 8 CBS kids” called

Morning Kids. Another project the station has is called Speakers’ Bureau where viewers can

request to “have a News 8 personality speak or appear at your event.” In addition, there are two

other community projects called Volunteer 8 and Weather Wednesdays. Nichelle Medina and

Dan Cohen show viewers how they can “take action in their community” and Matt visits “San

Diego County schools each Wednesday.” He teaches classes about reporting the weather.

(“Community projects,” 2012)

Strengths – Media Convergence

Media convergence is when a program spans over the three screens, as in the television,

mobile phone, and the computer. Not only does the station broadcast over free airwaves through

their parent station, CBS television station. The local news does a fantastic job of providing the

news over the Internet and mobile phone. The station’s website, cbs8.com, reaches out to their

viewers through a variety of social networking links for KFMB as well as providing videos to

watch the latest news, RSS feeds, or sign up for specific newsletters through email. The website

provides a live feed of the CBS News video (“Cbs news live,” 2012).

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The Twitter.com page for CBS 8 San Diego News is twitter.com/CBS8. The newscast and

station do a great job of up-to-date tweets about local news in San Diego and includes photos of

the news stories reaching about 15,000 followers. The station, CBS 8 – San Diego News has a

Facebook page, www.facebook.com/News8 with over 8,500 Likes, photos, as well as widgets for

contests and the ‘Election Center’.

A viewer can access San Diego’s local news through an application on their mobile

phone through Amazon’s Kindle Fire, Android users, BlackBerry users, mobile web access, a

CBS 8 – San Diego News iOS App (designed for the iPhone), and an application for premium

applications and video.

“News 8 is now as close as your mobile phone. Wherever you go you can

receive updated San Diego News, Sports, and your exclusive MicroClimate

Forecast. CBS 8 is just one more reason why News 8 is San Diego's number one

source for news” (“News 8 to go,” 2012).

Weakness – Sports Coverage

A weakness KFMB has is with the cable channels that may not air the sports content

depending on which side of San Diego their viewers live on. Approximately half of San Diego

will not be able to watch their favorite sports programming unless they are at a friend’s home or

a sports bar with the right cable network access. The satellite provider battle is limiting places

sports fan can watch their teams. “The broadcast rights to the San Diego Padres are owned by

Fox Sports Network. That channel is found on Cox Cable (and DirecTV) but not on Time

Warner Cable.” However, Time Warner Cable SportsNet has purchased the rights to broadcast of

sports games such as the San Diego’s men’s basketball team, the Aztecs. The rights were bought

from CBS Sports after the Mountain West contract had ended. “Time Warner SportsNet starts on

October 1 and will be on channel 403 in San Diego” (Bob, 2012). The station’s website only

provides the broadcast schedule for the games and news articles with photos. However, the

station could provide game and report videos during the game to provide a service to those who

are Time Warner cable subscribers.

Weakness – Background/History Info

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The KFMB website, cbs8.com, does not have any specific information about the history

or background of the local affiliate station of CBS. There is room for improvement for their

website to include a timeline from when the station began and to keep it current over time. There

is an opportunity to create a documentary about the history of CBS and their affiliates and

partner with the History Channel for advertising barter deals.

Weakness – Negative Stories about Staff

Over the years, there have been several reports about negative stories about various staff

members. The drama varies from undercover agents working as camera crew in the station’s

history and a neighborhood caught on fire in recent years. In 1968, the Columbia Journalism

Review reported an order by Attorney General Ramsey Clark regarding “Carl Gilman,

cameraman reporter for KFMB-TV in San Diego, testified to having accepted pay from the FBI

for undercover work while ostensibly on duty as newsmen.” The Attorney General states that in

order to maintain free access to information sources that are sensitive in nature is compromised

of integrity under these conditions and must not be allowed to continue by implementing a law

imposing a penalty for any reporter acting as ‘undercover men’ (Reporters as, 1969).

In 2007, KFMB San Diego, Reporter Larry Himmel, experienced his home burning from

the California wildfires. This particular event was declared in some areas as a major disaster,

compared to the disasters of Hurricane Katrina. Many local news anchors reported the story, but

none was able to report in the same manner as someone literally experiencing the fire in his own

home. Larry was able to produce a video that had been published to YouTube with hundreds of

thousands of views. The viewer watched his home literally turn to ashes; his report must have

been very emotionally gripping for the reporter and his captive audience. (When the story, 2007)

Although this story has a negative storyline, the experienced brought KFMB a unique experience

to be able to get an inside story in the moment of the crisis. Larry says that while he was

reporting, he was experiencing a range of emotions such as adrenaline and being shell-shocked.

He even took the time to walk around his neighborhood giving people hugs. He must have

earned loyal viewers in spite of the tragedy that followed him.

Opportunity – Contests

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The station can build more on their promotions and publicity through having a variety of

contests. There currently are contests regarding sports and the community; however, the station’s

website and Facebook page do not reflect the same contest information. There is an opportunity

to reflect the same information on all websites, as well as partner with local businesses in San

Diego that would like to offer viewers an opportunity to compete to increase their publicity as

well. On the website, Channel 8 Rewards section has the winners list, contest, awards, sports

picks, fantasy golf contest, and a community related sweepstakes (“Cbs 8 contests,” 2012).

Opportunity – Syndicated Talk Shows

A popular syndicated talk show can bring high ratings for a local television show. In

2006, CBS affiliate KFMB landed The Oprah Winfrey Show from KGTV to replace the 4 p.m.

news hour. The local station in San Diego, KGTV the station ranked No. 1 in early evening local

news.” After Oprah left the station to air on KFMB, the ratings dropped approximately “50% to

a 1.9 rating.” Almost immediately, KFMB experienced a rise in their ratings for the 5 p.m.

“newscast from third place in May to the top spot in July.” This caused all of the local television

shows to begin “experimenting with counter-programming Oprah.” KGTV first tried to replace

Oprah with a light-hearted, infotainment show called 10-4 San Diego; however, average ratings

caused the show to be replaced with traditional newscast by August. The shift in time and

channel of Oprah caused a ripple affect in the market where all of the local television stations

begin shifting time slots or adding local newscasts.

“San Diego stations took in $288.8 million in gross revenue in 2005,

according to BIA Financial. In recent years, the market has been strong and has

experienced robust population growth, driving it lo No. 18 in total TV revenue,

per BIA.” (Romano, 2006)

Currently in 2012, KFMB is no longer airing Oprah, replacing the slow is now a show

called Anderson Live. The host of the new daytime talk show is Anderson Cooper, an award-

winning journalist returned for his show’s “sophomore season on Monday, September 10th.” The

show is a “nationally syndicated, Emmy-nominated, daily, one-hour, live daytime talk show”

(“About the show,” 2012). The opportunity for the station is to have a popular talk show that will

bring high ratings and serve additional audiences.

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Opportunity – Internships/Jobs

The local station has several internship and high-level career jobs in San Diego. There are

a variety of job openings on KFMB-TV News 8 website. The website listed the following jobs:

Associate Producer, Creative Services Director, and Reporter. Also listed on the website, 100.7

JACK-FM and 760 KFMB-AM (KFMB Stations) have listed the following jobs: Web Designer,

Internship, Promotions Internship, and Interactive Internship (“Jobs at the,” 2012). There is an

opportunity to create a community program to help college students connect with their

Internships or an online career fair for the executive or reporter positions on their website.

Threats – Local News Competition

A threat for KFMB is the local news competition of NBC high viewership of their

morning news. NBC 7 San Diego News in the Morning reports the sweeps competition of

February 2012 ratings ranked #1 during the morning time period Monday through Friday at 5-7

a.m. They have ranked #1 in this market for “19 consecutive sweep periods and annual averages

show NBC 7 San Diego News in the Morning as the #1 choice for local viewers for the past 10

years.” The 5 a.m. News averaged a 1.3 rating / 8.0 share HH, 6 a.m. News posted a 2.4 rating /

10.2 HH, both ranking #1 during the morning time period. (“Nbc 7 news,” 2012)

Threats – The Recession

Starting when the recession began in 2009, television stations had cut backs on key staff

positions, such as photographers. KFMB joined a local news-sharing venture with NBC in 2010.

The purpose of Local News Sharing (LNS) is to “jointly cover routine happenings so that

resources could be freed up for more enterprise reporting.” The threat of the recession has caused

the number of staff positions to decrease over the past few years. A partnership can assist with

the stations being able to consistently have local news to report on a daily basis. Each station has

its own agenda about how they want to tell the story to their viewers; therefore, the content will

not be identical news reports. However, KFMB has been able to turn this threat into an

opportunity in the past and can continue to free up resources for important news coverage, while

the partnership shares the everyday, typical news stories. “NBC has a deal with the CBS affiliate

in San Diego, KFMB” (Bednarski, 2010).

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Threat – Major Network Counter-Programs

An opportunity KFMB has is from their network affiliate CBS is to air more programs

with high ratings before the news. CBS Evening News with Scott Pelly is dominating the evening

news, which grew their viewership by +3% in the 2011-2012 seasons (Ariens, 2012).

“The CBS EVENING NEWS WITH SCOTT PELLEY is the only

network evening news broadcast to post year-to-year ratings gains among

households (+3%, 3.9/08 from 3.8/08) and adults 25-54 (+8%, 1.4/05 from

1.3/05) for the week ending Sept. 7, according to Nielsen live plus same day

ratings” (Kondolojy, 2012).

In comparing the total viewers for NBC Nightly News with Brian Williams, which is

down by -3% and ABC World News with Diane Sawyer is down by -4% (Ariens, 2012).

“For the week of September 17, 2012, the final week of the 2011-12

season, ‘ABC World News with Diane Sawyer’ averaged 7.32 million Total

Viewers and a 1.5 rating/6 share/1.77 million in Adults 25-54, according to

Nielsen Media Research” (Kondolojy, 2012).

These ratings reflect the threat that other local stations have the ability to take

over ratings at any point with their counter-programming tactics.

Section 3

Conclusion

Although the recession has subsided since 2009, the economy is still weak. A problem for

the television station is continuing to provide rich content on a daily basis while keeping pay roll

at the minimum costs. A new channel that highlights the partnerships within the community for

content sharing channel niche programming could solve the need for hiring more staff to add

more content for news in the community. The cable networks have divided up the city and sports

coverage is only seen on the cable networks with the right deal with the sports franchises. A

niche channel could include a live feed of the local sports reporters covering the game through

creating their own content in the studio, reality televisions shows, and more sports related

content. The new audiences the partnership channel would attract males between the ages of 18

to 34 who watch sports as well as many others depending on the nature of the partnerships.

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III. Recommended Digital Channel Strategy

A. KFMB8 SPORTS TV

Logo:

B. Overview of channel: Includes local sports coverage, news, and highlights. In addition,

the channel offers unique programming to cover sports topics and new content for

competitions and interviews with local iconic sports celebrities from the past and present.

KFMB8 SPORTS TV is a one stop channel for everything local sports for San Diego. Due

to the cable network access division in the city, it has created lower viewership for the

local sports games. “The broadcast rights to the San Diego Padres are owned by Fox

Sports Network. That channel is found on Cox Cable (and DirecTV) but not on Time

Warner Cable.” However, Time Warner Cable SportsNet has purchased the rights to

broadcast of sports games such as the San Diego’s men’s basketball team, the Aztecs.

(Bob, 2012).

C. Goal: To bring the local sports to all televisions in San Diego regardless of the cable

provider an audience member may or may not use. This will benefit the parent station by

increasing the viewer ratings and thereby strengthens the station by increasing the price

for advertising sales for commercials. This will potentially attract new audiences that are

sports fans of all ages to watch channel 8.

D. Target audience segment for the channel: The new audiences the new digital channel

would mainly target males between the ages of 18 to 34 who watch sports who may have

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children who watch cartoons or competitive reality television shows to older audiences

during the weekend evenings in order to have something for all sports fans in San Diego.

As of 2010, the city of San Diego has an estimated population of 3,095,313 people. (“San

diego county,” 2012) According to the Census.gov website, the population of San Diego

as of 2000 was 2,813,833 total people. Of that total, 37% of the population are male 18

years and over. San Diego has a population of 674,313 people who are ages 20 to 34

years old. (“American factfinder,” 2012) This choice for a niche television programming

for sports fans is justified by the mass audience appeal to increase the station’s market

share, which would up the revenue stream for advertising dollars that covet the

demographic target market for males 18 to 34. The target audience’s lifestyle and

interests are typical of popular sports local recreational activities in the community.

Showing support for local businesses will in turn gain support for the channel from the

community.

E. Programming strategy:

• ‘Original programming: produced by the channel as original production’

1. Local Sports News

• Length: One hour

• Reporting on local recreation, high school, and college sports in

San Diego (SD)

2. Chargers in the Community


• The SD football team, the Chargers, stories covering the efforts for

charity in the community

3. How to Kayak on SD Bay (“Kayak on san,” 2012)

• Length: One and half hours

• Coverage over kayak lessons in SD

4. SD College Sports Recruiting

• Length: One and half hours

• An ongoing Documentary series going behind the scenes of the

greatest college sports moments over the past ten years

5. KFMB This Morning

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• Length: 1 hour

• News morning show covering local sports related recreational

activities for families

6. The Fisherman’s Landing Show ("Fisherman's landing current," 2012)

• Length: 1 hour

• A live reality television show about teaching novice fishermen

how to go fishing and the adventures the day will bring

7. The Kyle Kraska Sports Show (“Kyle kraska,” 2012)


• Kyle is a KFMB sports anchor that will discuss his opinion on

sports related news headlines

8. A Touch of Football for CCFA (“A touch of,” 2012)

• Length: Ten hours

• Sports Games coverage on location (live streaming online) of

sixteen teams compete in flag football tournament.

9. Co-Ed Beach Volleyball (“San diego co-ed,” 2012)

• Length: Two and half hours

• Live coverage of a local recreational volleyball tournament

10. Chargers Cheerleader Highlights

• Length: 30 minutes

• Past half time games and interviews with cheerleaders about what

it is like to be a cheerleader for a pro football team

11. A NFL Video Game Competition Game Show


• Competitive reality TV series

12. San Diego Sports Referees

• Length: 1 hour

• Behind the scenes reality TV series

13. MCAS Miramar Air Show (“Mcas miramar air,” 2012)

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• Length: 2 and half hours with 2 hour break to resume for 3 and half

more hours

• Line up of civilian performers to fly a variety of military fighter

jets to include the world famous U.S. Navy Blue Angels

14. SD High School Sports

• Length: 1 hour

• Behind the scenes reality TV series

15. Sports Party Grilling Show

• Length: 1 hour

• A cooking show with how to cook on a grill for game day finger

and grilling food for sports party hosting

16. Athletic Recruiting

• Length: 1 hour

• Interviewing coaches for advice for young athletes who want to

make it to the college and pro football leagues

17. History of the SD Surf Dawgs (“San diego surf,” 2011)


• Past season highlights for the local baseball team

18. SD Sockers Soccer Highlights


• Past season highlights for soccer

19. SD College Recruiter

• Length: 30 min

• Reality TV Show about the business of recruiting athletes in San

Diego

20. Local Recreational Sports Coverage

• Length: 1 and half hours

• Recreational sports such as roller derby, fishing, volleyball, and

other local community business spotlights

21. SD Retired Football Player Talk Show

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• Length: 1 hour

• Key host of a retired iconic football player of the Chargers to

interview other players who have retired to talk about how playing

the game affected their lives

22. Chargers Player Interviews


• A special broadcast of the players who will be playing in the game

starting next

23. Chargers vs. Broncos Coverage (“Chargers san diego,” 2012)

• Length: 2 hours

• Live streaming of sports game from the sports news anchor’s

perspective for original content live from the game

24. Local Sports Coverage Blunders

• Length: 1 hour

• Local sports pre-recorded blunders editing together with comedian

host with sports branding personality

25. SD Padres Season Highlights


• Past season highlights for pro baseball in SD

26. Chargers vs. the Broncos Game Highlights


• Edited down version of the live stream from the game to show the

highlights of the game coverage

27. College Sports Bar Pub Walk


• College sports bar pub walk series of the bars that regularly have

sports games on their television sets

28. Insider Sports – Interviews and Headlines

• Length: 1 hour

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• A recap of the weeks sports headlines and interviews with key

players involved

29. KFMB Sports for Charity Spotlight


• College Athletes golf for charity games

30. Chargers Game Review Talk Show

• Length: 1 hour

• A talk show with the players of the current and past Chargers

football games to discuss how they keep a balance in life and

stay competitive

31. SD College Athletes Golf for Charity Games

• Length: 1 hour

• Past and present college athletes play golf together to raise

awareness and funds for a variety of charities

32. Historic Factoids of Sports in SD


• A timeline story from the beginning of the history of city, to how

the sports franchise became what it is today

33. Extreme Sports in California

• Length: 1 hour

• Coverage of people in the community who are adrenaline junkies

and send in their videos of their extreme sports experiences

34. SD State Aztec Player Interviews (“San diego state,” 2012)

• Length: 1 hour

• Past and present San Diego State football players are interviewed

about game highlights and tips for future athletes

35. SD State Aztecs Game (“San diego state,” 2012)

• Length: 2 hours

• Live coverage from sports anchor at the game for original content

and streaming on the website

36. Late Night Weekend SD Sports Highlights

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• Length: 1 hour

• Highlights of the local high school and college football game

competitions over the weekend

37. Late Night Weekend Major Sports Game Highlights


• Highlights of the local pro football game competitions over the

weekend

38. Sports Wives of San Diego


• A reality TV series interviewing and going behind the scenes of

the lives of local college and pro football wives

F. Program Schedule Grid for KFMB8 SPORTS TV:

Program Schedule Grid Station: CBS, KFMB Channel: 8 City: San Diego Dates: 10/14-20

TIME Sunday Monday Tuesday Wednesday Thursday Friday Saturday 3:00 Athletic

Recruiting -------------- How to

Kayak on San Diego Bay (4)

Athletic Recruiting

-------------- The Fisherman’s Landing Show (3)

A Touch of Football for CCFA (8)

3:30 Sports Party Grilling Show

-------------- “ Sports Party Grilling Show

-------------- -------------- “

4:00 “ “ “ “ “ “ “ 4:30 Local

Recreational Sports Coverage

“ Local Recreational Sports Coverage

-------------- -------------- -------------- “

5:00 “ Local Sports News

“ Local Sports News

-------------- -------------- “

5:30 MCAS Miramar Air Show Coverage Twilight (7)

Chargers vs. Broncos Coverage (1)

Local Sports Coverage Blunders

-------------- -------------- -------------- “

6:00 “ “ Chargers in the Communit

-------------- -------------- -------------- “

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y (5) 6:30 “ “ KFMB

Sports for Charity Spotlight

-------------- -------------- -------------- “

7:00

“ “ SD Padres Season Highlights

Co-Ed Beach Volleyball Highlights (2)

SD College Recruiter Reality TV Show

SD Retired Football Player Talk Show

“

7:30

“ “ Chargers vs. the Broncos Game Highlights

“ College Sports Bar Pub Walk

SD Sockers Soccer Highlights

Insider Sports – Interviews + Headlines

8:00

“ Chargers Player Interviews

The Kyle Kraska Sports Show (9)

Chargers Cheerleader Highlights

The Kyle Kraska Sports Show (9)

Chargers Cheerleader Highlights

“

8:30

“ Chargers Game Review Talk Show

“ “ “ “ SD College Athletes Golf for Charity Games

9:00

“ “ A NFL Video Game Competition Game Show

Sports Referees Reality TV

A NFL Video Game Competition Game Show

Sports Referees Reality TV

“

9:30

Extreme Sports in California

History of the SD Surf Dawgs (10)

SD College Sports Recruiting


SD College Sports Recruiting


SD State Aztec Player Interviews

10:00

“ Historic Factoids of Sports in San Diego

Late Night Weekend SD Major Sports Game Highlights

“ Historic Factoids of Sports in San Diego

“ “

10:30

Late Night Weekend SD Sports Highlights

How to Make it as a Chargers Cheerleader Reality TV Show

SD High School Sports Reality TV series

Sports Wives of San Diego Reality TV Show

How to Make it as a Chargers Cheerleader Reality TV Show

Sports Wives of San Diego Reality TV Show

SD State Aztecs Game (6)

11:00

“ “ “ “ “ “ “

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G. Sales Strategy: The channel would generate revenue through advertising sales of the

products and services that local pro sports players endorse. In addition, businesses with

the same target audience, in particular, sports fans who are men ages 18 to 34.

IV. Additional Distribution

The local TV station in San Diego for the new digital channel would make programming

available on the local station’s website for live streaming events, popular social media sites, and

stories covering the program topics in local newspapers. In San Diego, an Internet radio station

called Pandora, has gained more coverage to reach audiences over all of the local television

station websites (Maloney , 2012). KFMB8 SPORTS TV digital channel will also air content on

Pandora of a variety of television shows for on air content to reach broader audiences.

V. Evaluation

The new local digital television station would evaluate the effectiveness of the strategy

over time through analysis of data from website traffic, viewership ratings, and revenues and

compare before and after the creation of the new local, digital television station.

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VI. Appendix

A touch of football for ccfa. (2012). Retrieved from

http://www.sandiegoreader.com/events/2012/oct/20/51165/

American factfinder. (2012). Retrieved from

http://factfinder2.census.gov/faces/nav/jsf/pages/index.xhtmlChargers san diego. (2012).

Retrieved from

http://sandiego.about.com/gi/o.htm?zi=1/XJ&zTi=1&sdn=sandiego&cdn=citiestowns&t

m=45&f=00&tt=14&bt=0&bts=0&zu=http://www.chargers.com/

Fisherman's landing current schedule . (2012). Retrieved from

http://www.fishermanslanding.com/

Kayak on san diego bay. (2012). Retrieved from http://www.sandiego.org/members/parks-

gardens/living-coast-discovery-center/events/kayak-on-san-diego-bay.aspx

Kyle kraska. (2012). Retrieved from http://www.cbs8.com/story/9495194/kyle-kraska

Maloney , P. (2012, October 21). More san diego adults go to pandora than local tv sites,

msn.com, or groupon. Retrieved from http://www.kurthanson.com/news/more-san-diego-

adults-go-pandora-local-tv-sites-msncom-or-groupon

Mcas miramar air show – schedule. (2012). Retrieved from

http://www.miramarairshow.com/schedule.html

San diego county quick facts. (2012, September 18). Retrieved from

http://quickfacts.census.gov/qfd/states/06/06073.html

San diego state aztecs. (2012). Retrieved from http://espn.go.com/college-

football/team/_/id/21/san-diego-state-aztecs San diego co-ed 4v4 beach volleyball in san

diego. (2012). Retrieved from http://eventful.com/sandiego_ca/events/san-diego-coed-

4v4-beach-/E0-001-041946583-5@2012101410San diego surf dawgs. (2011). Retrieved

from

http://www.pointstreak.com/baseball/team_home.html?teamid=32705&seasonid=12250

Assignment 3

20

San diego state aztecs roster - 2012 . (2012). Retrieved from http://espn.go.com/college-

football/team/roster/_/id/21/san-diego-state-aztecs

VII. References

About the show. (2012). Retrieved from http://www.andersoncooper.com/page/about-the-show

Ariens, C. (2012, September 25). Evening news ratings: 2011-2012 season. Retrieved from

http://www.mediabistro.com/tvnewser/evening-news-ratings-2011-2012-season_b147271

Bednarski, P. J. (2010, April 21). Philly stations like share and share alike. Retrieved from

http://www.tvnewscheck.com/article/41639/philly-stations-like-share-and-share-

alike?ref=search

Bob, C. (2012, September 20). Fans scramble to watch favorite sports teams. Retrieved from

http://www.nbcsandiego.com/news/local/Fans-Scramble-To-Watch-Favorite-Sports-

Teams-170430146.html

Cbs 8 contests. (2012). Retrieved from http://www.cbs8.com/category/200644/cbs-8-contests

Cbs news live feed. (2012). Retrieved from http://www.cbs8.com/story/10363609/cbs-news-live-

feed

Community projects. (2012). Retrieved from http://www.cbs8.com/category/149656/community

Jobs at the kfmb stations. (2012). Retrieved from http://www.cbs8.com/story/9505640/jobs-at-

the-kfmb-stations

Kondolojy, A. (2012, September). ‘abc world news with diane sawyer’ closes viewing gaps with

'nbc nightly news' week-to-week and year-to-year . Retrieved from

http://tvbythenumbers.zap2it.com/2012/09/25/abc-world-news-with-diane-sawyer-closes-

viewing-gaps-with-nbc-nightly-news-week-to-week-and-year-to-year/150174

Kondolojy, A. (2012, September 11). ‘cbs evening news with scott pelley’ is the only network

evening news broadcast to post year-to-year ratings gains. Retrieved from

http://tvbythenumbers.zap2it.com/2012/09/11/cbs-evening-news-with-scott-pelley-is-the-

only-network-evening-news-broadcast-to-post-year-to-year-ratings-gains/148210

Malone, M. (2010). Sunnier Times Ahead. Broadcasting & Cable, 140(4), 18.

Assignment 3

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Me-tv me-tv adds markets; ups clearances to 60%. (2011, September 6). Retrieved from

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60?ref=search

Nbc 7 news in the morning dominates february sweep source: Nbc 7 news in the morning

dominates february sweep | nbc 7 san diego. (2012, March 01). Retrieved from

http://www.nbcsandiego.com/on-air/shows/NBC-7-News-in-the-Morning-Dominates-

February-Sweep-141081533.html

News 8 team. (2012). Retrieved from http://www.cbs8.com/category/154835/news-8-team

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Reporters as undercover men. (1969). Columbia Journalism Review, 8(4), 4.

Romano, A. (2006). Everything's Political. Broadcasting & Cable, 136(40), 23.

Spring, G. (1998). EM honors KFMB-TV. Electronic Media, 17(27), 43.

Television station information. (2012). Retrieved from

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When the Story Hits Home. (2007). Broadcasting & Cable, 137(43), 3-42.

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