Comms 318 Mountain Morning Show Book

8102019 Comms 318 Mountain Morning Show Book

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()(+- 01(234()Based on research come up with recommendations about how to create a new and improved MountShow for Park City Television to reach and engage 3 target audiences

BC -997))92DC E92FC G)9HI)7amp))9 J(7)7

$ampamp(()ampMillennials are an important demographic for any business and Park City TVwants to create a morning show that will have greater appeal primarily to millen-nials in Utah as well as to the large national audience of millennials

+-)ampLocal support contributes to the success of any organization and that is especiallytrue with a local television morning show Park City TV wants to garner morelocal viewers from Park City and the surrounding Utah community by makingthe morning show more appealing to local interests

)()amp01(2()()amp 456(-Park City TV wants to off er a little bit of everything so that it can appeal to abroad national audience and to some extent an international audience

7)2-8 92)Conduct secondary research on the history and background of morning showsto better understand what elements contribute to making a successful morningshow

Conduct primary research through focus groups surveys and social media to de-termine more speci1047297cally what people think of the Mountain Morning Show and

to determine what can be done to better reach target audiences with the Moun-tain Morning Show and make it more appealing to the target audiences



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567+89 lt+9397 amp-=)

=gt2gt

Morning shows are television news pro-

grams shown live typically between 6 and 10amTey are ofen hosted by one person or asmall group of people and the show is designed

to be informative and entertainingT

is com-bination is known as infotainmentTe 1047297rsthalf of the morning show targets individualswho are getting ready for their day and preferwatching hard news Because of this the showsfeature some updates of recent events includ-ing political news business news and sportsnews as well as various interviews Anotherimportant element of morning shows is theforecast for the day and for large cities trafficreports Te second half of the show has moresof news where they show lifestyle interviewsand entertainment stories Morning showsfrom many TV channels off er a break for localstations or affiliates to air a small newscast that

serves as a recap of major local news headlinesMorning shows follow this same format inmany countries around the world Approxi-mately sixty-one countries use a similar formaton their own TV channels



A

$2(( 98 9)-

For years morning shows had seen declining viewership particularly since 2004 An average of 124million people watched network morning news in2010 down 3 percent from 128 million in 2009 Onaverage viewership had been declining by 382000 viewers a year However not all the morning showssuff ered major declines Viewership of ABCrsquos GoodMorning America held steady at an average 43 mil-lion from 2008 to 2010 ratings were also stable at 32

share grew in 2010 to 124 up from 119 which meansthat a higher percentage of people who happened tobe watching TV during that time period were tuned toABC than the year before

Unfortunately for the CBS Early Show theysuff ered the largest loss in viewership falling to 29 mil-lion viewers from 31 million Ratings fell to 22 from23 in 2009 CBS share fell by 3 points to 85(Guskin 2010)

Afer a major decline in viewers for mostmorning shows from 2004 to 2010 audiences formorning shows have begun to grow since 2011 Anaverage of 131 million people watched the three majornetwork morning news programs up 54 percent from124 million in 2010 which is an increase of 666400 viewers for the year on average

While the Internet is responsible for some lossin potential morning show viewers as stated previous-ly early morning newscasts have been doing fairly wellover the past couple of years compared to the rest ofthe television business Tis is due in part because peo-

ple are busy getting ready for their day and are morelikely to turn on the TV than to take a moment tosearch something on the Internet However morning viewership can vary greatly depending on the marketbecause some people are more night owls then morn-ing people For example the Birmingham Ala marketis relatively wide awake at as early as 430 am with267 percent of households tuned in to early morningnewscastsTe Salt Lake City market has the lowestpercentage with 91 percent (Stetler 2010)

Morning news audiences skewed slightlyyounger than evening news audiences and were morelikely to be female Te average age of a regular morn-ing news show consumer in 2010 was 51 which is 1047297 veyears older than the average survey respondent andtwo years younger than the average evening news con-sumer (Guskin 2010)

Over two-thirds or 68 of morning newsaudiences were female compared to 52 of the survey populationrdquo Currently more people are watchingmorning shows than in the past few years (Taibi 2014)Te following is a list of additional demographic infor-mation for what types of people watch morning showsGender of morning news viewers 38 percent male 62

percent femaleAges of morning news viewers 12 percent 18-29 29percent 30-49 36 percent 50-64 21 percent 65+Women ages 16 - 34 spend more hours watching TVthan men especially those with school-aged childrenIdeology of morning news audiences 25 percent Re-publican 29 percent Independent 39 percent Demo-crat

BC2)D8- E$2(( 98 F2

Education level of morning news audiences 27 per-cent college graduates 27 percent have some college46 percent of a high school diploma or less education(Taibi 2014)

Morning shows have proven to be a verylucrative business While the Internet has upendedthe nightly news and on-demand services like Net1047298ixcontinue to disrupt prime time the morning shows re-

main one place in the TV industry where the businessmodel still really works at least for now ldquoTodayrdquo earnsNBC $500 million in annual revenue because of its 1047297 vemillion daily viewers (Stetler 2013)

Another reason why morning shows are alucrative business to be in is because many morningshows are like talks shows which are relatively inex-pensive to make It costs less than $100000 per epi-sode as opposed to $1 million or more for a TV dramaepisodeTese things combined have led to a prolifer-ation of talk shows and morning shows which is partof the reason why competition is so intense betweenmorning shows (Tennant nd)

Some of the most popular morning shows onthe air are Good Morning AmericaTe Today ShowTis Morning Morning Joe and New Day (Stetler2013) Good Morning America (GMA) at its numberone spot among successful morning shows has over53 million viewers on an average week day which is700000 more than second-placed Today Show (Stetler2013) Much of GMArsquos success can be attributed to thecontent they have on their show In the last few yearsGMA has become more entertaining with its storiesranging from serious news stories and sensationalcourt cases to celebrities and current trends WhileGMArsquos rivals dismiss the show as too tabloid-oriented

ABC defends GMArsquos coverage as a re1047298ection of what viewers want to see when they wake up People wantto hear stories about celebrities hard news tabloidnews human interest stories and activities they wantthe show to have good hosts random funny thingsintriguing subjects and good storytelling

Other major elements that contribute to thesuccess of these morning shows are the morning hosts

or anchors as well anyone else who runs thPeople ofen develop virtual relationships hosts and the nature of those relationshiper good or bad can ofen determine how ipeople are in watching the show Te relatdevelop can be comparable to the 1047297xation with their favorite celebritiesTe better pconnect with these hosts the more willing be to invest their time and attention to watshow Bernard M Timberg of the Museumcast Communication said ldquoTe host maindegree of control over their show from su

to comedic tone Tey are also the brand ary that burdenTe host can attract and renegotiate in kind for their program and inname a successor when they retirerdquo

Timberg also gave advice on anothaspect to morning show success He said ldquomust be experienced in the present tense wis broadcasted live or taped in front of an earlier in the dayTey should feel fresh aare happening in the moment even if the s10-year-old rerunrdquoTese are important elincorporate to create any successful show

Good Morning America ABCrsquos Good Morning America haone news anchor one lifestyle anchor and anchorTey themselves come from variougrounds as well For example one of the hRoberts is 53 and she studied communicatbreast cancer and publicly declared she is anumber and personalities of anchors play the set up and execution of each morningorder length and type segments that the sTe following is an outline of a typical GMbull 0000 - 0105 - Breaking newsbull 0105 - 0710 - Other news

bull 0710 - 0820 - Weatherbull 0820 - 1045 - Over the shoulder grap

and voice over videobull 1045 - 1249 - News with correspondebull Washingtonbull 1249 - 1500 - More newsbull 1500 - 1728 - Other newsbull Commercial break

$(G ( $2(( 98

95--E5amp $2(( 98 98 H2C)



J

bull 1728 - 3145 - Newsbull 3155 - 3218 - Traffic updatebull 3218 - 3336 - Newsbull Commercial break

bull 3336 - 3652 - Pop newsbull 3652 - 3915 Newsbull 3915 - 4729 Dancing Cast Revealedbull Commercial break

bull 4729 - 5443 Dancing Cast Revealedbull 5443 - 5647 News on Oscarbull 5647 - Wrap Upbull Total Running Time 010450

NBC Today

NBC Today is similar to GMA It has a 2 mainhosts Matt Lauer who is 56 years old and SavannahGuthrie who is 42 years old Today also has a weatheranchor a news anchor and a social media reporterTe following is typical outline for Todaybull Breaking news 3 minutesbull Breaking news follow up 3 minutesbull Interviews with specialists possibly done

standing upbull Developing news 5 minutesbull Weather 2 minutesbull Short commercial break

bull World news special interest 3 minutesbull Orangeroom (social media reporting) 2 minutesbull Live tweetingbull Long commercial break bull Developing news 4 minutesbull Interview 8 minutesbull Pre-recorded done in intervieweersquos homebull Short commercial break bull Orangeroom 1 minutebull Developing news 4 minutesbull OrangeRoom 1 minutebull ldquoWhatrsquos Trending - 4 minutesbull Celebrit y interview 4 minutesbull Everyone sitting on the same couchbull Interview (continuing from earlier interview) 5

minutesbull Technology 3 minutesbull OrangeRoom 1 minutebull Commercial break bull Backstage with viewers 3 minutesbull Music live performance and interview 5 minutesbull Total run time 88 minutes In NBCrsquos Today show about every half hour

the anchors and other hosts would switch from sittingaround a high table to sitting on a couch Te col-or scheme of the set was orange and blue Te most viewed clips from the show are news interviews notcelebrity interviews and in most cases you canrsquot watchthe entire show online No news was repeated exceptfor the weather

Late Night Show

Late night shows are distinct from the theirmorning show counterparts but similar principles

and formatting apply to late night shows as they do formorning shows One major advantage that late nightshows have over morning shows is their shareabilityon social media and how they draw people to re-watchsegments of the show online Tis is due in part totheir unique content and format Jay Lenorsquos Late nightshow is one of the most successful late night showsand the following is an outline of a typical showbull Announcer talks about opening creditsbull Te 1047297rst part is a 10 minute monologue from Leno

talks about current events with comedy mixed inbull Example jokes based upon the facts of current

government blundersbull Second part is a comedy sketchbull Tis can be extremely varied ofen itrsquos comedy

involving spoofs on current events and popular1047297gures

bull Tird part and fourth parts are an interview with amain guest

bull Interviews can be extremely varied but they areofen with celebrities political 1047297gures actors andmusicians

bull Fifh part is an interview with a second guestbull Guests also are variedbull Te last segment is usually a musical performance

but sometimes a comedian performsbull Various bands and singers performed Park City TV is a licensed TV station founded

in 1987 that has developed a large and loyal audi-ence Park City TV broadcasts throughout SummitCounty to EvanstonCokeville WY as well as alongthe Wasatch Front in cities such as Payson ProvoSalt Lake City Ogden Logan Tooele and GrantsvilleTe total coverage for Park City TV gives the networkapproximately one million viewers Te basis of thisnetwork is a coverage of action sports action snowin particular Its purpose is to aim for young peopleincluding the young at heart Park City TV also has aFacebook and a Twitter page to promote the stationand reach out to its viewers Park City TV off ers manydiff erent services including the following

bull Show hosts who live work and play in the commu-nity

bull Show hosts tell people what theyrsquove learned aboutsuch as concerts restaurants and recreationalactivities happening in Park City and along theWasatch Front

Ideas for nightly dinner segments

bull Entertainment newsbull Headlines of national newsbull Minute by minute schedule of events and

pening on the show bull Online streaming availability for all showsbull Combining of LIVE local broadcasts that

news local events entertainment LIVE mterviews weather sports and a myriad of

bull Park Cityrsquos Emmy Award-winning TV stasports US ski and snowboarding music a

bull On Twitter at Park City TV with 5184 plubull Skyped athletes from Sochi during the Wi

Games of 2014bull Live stream available 24 hours a day on an

or device with internet accessbull Te station has an interactive map that shthey shoot or what the resort looks like

bull Short feature videos are available of PCTVshoots in Park City as well as other locatiocountry

(Park City Television nd)

K)2L MG NF





Local Park CityUtah Residents

Park City Television and the Mountain Morn-ing Show appeal mainly to people living in the lo-cal Utah community in particular to those who areinvolved in outdoor recreational activities Tere arealmost 3 million people living in Utah the majority ofwhich are white but there are is also a large Hispanicdemographic in Utah One of Utahrsquos biggest contribu-tors to itrsquos economy is tourism Utah has an abundanceof national parks ski resorts lakes rivers and otherfeatures that make it a prime location for outdoor rec-

reation and so people from all over the country cometo Utah to participate in these outdoors activities Butthat means there equally as many opportunities forUtahns to take advantage of Many people who livein Utah participate in outdoor recreational activitiesAnd in particular because Utah is known for a placewhere many families come or stay to raise their kidsfamily activities and events that take place in Utah areespecially appealing to locals Te Mountain Morningshow is capable of taking better advantage of the manyoutdoor activities and events that are family friend-ly and this can be realized by having the MountainMorning show feature more of these family friendlyoutdoor recreational activities (Utah 2013)

NationalInternational Audience

Currently Park City Television is broadcastmainly to people living in Utah and surrounding ParkCity It relays information that is relevant to the peopleliving in these areas and it caters to the self interest ofthese people In order for Park City Television to reachmore of a broader scale in the United States they needto come up with information that is relevant to morethan just the people who are living in Utah Tey needto see some sort of value that they can connect withand use in their daily livesTis could consist of ideassuch as reporting news that is more on a national scaleof impact as well as incorporating guests and segments

from all over the country On an international scalemany people tune in to keep up with their favoriteathletes or the live action that is involved with thenews coverage By incorporating this action and thefamous athletes that these people love it may be agreat opportunity to grow and connect more with aninternational audience (Park City TV 2014)



lt

Ideas for SegmentsContentbull Run time 88 minutes of programming 32 minutes

of commercialsbull All diff erent types of sports newsbull How to segmentsbull eg Show how to rock climb on set by bringing in

rock climbers with all their gear and with a rockclimbing wall

bull eg Demonstrate survival skills needed for being

stranded in the mountainsbull Features of Sports Repair placesbull Highlights of local businessesbull Cooking and Food segmentsbull Include bringing in a chef from local restaurants to

cook dishesbull Weather updatesbull Have ticker across the bottom or on the side that

features weather updates in particular the snowsegments

bull Feature shorter segments that can be easily sharedon social media

bull Interviews with outdoors experts and athletesbull Videos of ExtremeCrazy activities that are related

to the show

bull Sports and outdoor gearproduct reviewsbull More segments on the outdoor setbull Comedy Skitsbull Eg Similar to skits featured on Saturday Night

Livebull Capitalize on Big Eventsbull Sundancebull Olympicsbull World skisnowboard championshipsbull X gamesbull More onsite interviews with famous celebritiesbull Every half hours switch settingsbull eg Good Morning America switches every half

hourbull Segments that feature events and activities associ-

ated with diff erent seasons of the yearbull Art Feature that goes once a week or every other

week bull eg Have a local painter come in to feature and tell

about their art

Hostsbull Hosts make or break your show bull Have more hosts on the show at once so they can

interact and build more chemistry (similar to theGood Morning America) more of an ensemble

bull Have more energetic funny hostsbull Have them wear more light colors or brighter

shades of colors (colors that wake you up)

Set Designbull Bright colors and decorationsbull Have theme colors for the show that could change

depending on whatrsquos being featured that day on theshow

bull Create a more modern look bull eg Have a sleek re1047298ective and cleaning-looking

metal for furniture materialbull eg Have furniture with more rich vibrant colorsbull Have a change in sets during the show move to

diff erent roomsbull If they want to keep the wood do a much lighter

colored woodbull Make it more modern lookingbull Bright lights bright settings get rid of panels on

the window bull Get rid of the large name bar on screen or make it

skinnier and go across only half the screenbull Have an area for cookingbull Install much bigger windowsbull Possibly have changing artwork for diff erent times

and seasonsbull Always have at least one segment of the show off

set at another location usually will be pre-recorded

Commercialsbull More frequent and shorter commercial breaksbull Potential Commercialsbull local hotels and lodges availablebull local places to eat

bull local shopsbull local outdoorrsquos equipment gearbull Park City TV and things associated with it

9-(6)2G 7)2-8 )(6 7-CC(6)(



A

gt8)+8

=gt2gt

As we interviewed dozens of people about the shows they watched anthey interact with the media they consume we gained a lot of insight Te ke

we were interested in was the ldquoyoung at heartrdquo those who enjoyed creative fu venturous or outdoors activities who would be inclined to watch a PCTV shdemographic covers a majority of ldquoMillennialsrdquo so by discovering what mediconsume and how they interact with it we were able to put together a sketch a perfect show might look like We held two focus groups of 8 people rangingfrom 19 to 36 We also interviewed a sample of individuals on the streets of PTe following are questions and answers that we received from our research





O

amp8+4gt3939=gt2gt

We surveyed 312 individualswho live in the Park City Salt Lake andProvo areasTe survey was initiallydistributed on Main Street in downtownPark City and was then posted on thePark City TV website and was also dis-tributed on social media through Face-book

Four percent of those surveyedsaid they live in Park City proper Workstatus varies with 25 percent who said

they work full-time while 58 percentsaid they work part-time We found that40 percent of these people are marriedand that 68 percent of these people arebetween the ages of 18 to 24 years old Areported 14 percent have children livingwith them at home

We asked respondents to note theelements that would exist in their idealmorning show in an open-response for-mat Afer an analysis of all 312 respons-es we identi1047297ed six recurring themesthroughout Te identi1047297ed themes are asfollows with supporting quotes

1 Humor 2 So f News3 Social Media4 Main Street Events amp Nightlife

5 Cookingrecipesdiets 6 Feel of Morning Show



Respondents reported that in the morning theyare looking for entertaining material that helps themwake up and start their day right Many said they arelooking for a television program that is light-heartedand gets them excited to take on the world In multi-ple responses people mentioned they want a morningshow with a similar feel to Te Ellen DeGeneres ShowTey are looking for entertainment in the morningthat is not too intense or heavy with news and mate-

rial but rather 1047297lled with stories and TV hosts that areable to create an entertaining environment that makespeople laugh Many indicated that clean humor wasimportant to them

95(S Park City TV should consider the importantrole that humor plays in the retention of its viewersSome respondents did note that they feel the show isbland and would prefer hosts who are funny and whocan create an upbeat atmosphere with witty quips Wesuggest reporting on news stories that are either funnyor bizarre that entertain and make people laugh Wesuggest a more succinct mix between reporting newswhile also focusing on how to incorporate humor intothe show One step in this direction could be to bringfun guests on the show who help liven PCTV

T5SldquoI want to see funny clean humor that isclever and energizingrdquo

ldquoA morning show should not focus on worldevents and the sad things going on--pop cul-

ture is better for the morning I want to seesomething light-hearted that eases me intothe dayrdquo

ldquoI want a morning show 1047297lled 1047297lled withstu ff that would make me laugh and smileor just something really upli f ing in gener-alrdquo

ldquoIn the morning I donrsquot want somethingreally complicated or intense I just want towatch something thatrsquos easy to follow but

wittyrdquo

ldquoI want a morning show with humor newsstrange news commentary and fun guestson the showrdquo

ldquoI want to watch something like Ellen Itshould be semi-informative but entertain-ing and funny--but not o ff ensiverdquo

R5C2

U9EV One recurring theme we found was the factthat people want to be informed while watchingmorning shows however they do not watch to watcha morning show that is too intense or heavy and arerather looking for local news stories that are uplifinginspirational and motivatingTey want to watch newsthat helps them feel connected to the community andhelps them feel like they can go out and make a diff er-

ence in the world Some people mentioned that theyfeel the news is 1047297lled with so much pain and tragedyand they want to be informed about the positive thingsthat are happening in the world and about people whoare making a diff erenceTey want to be 1047297lled withhope in the world today

95( Many individuals who responded to whatelements would make up their perfect TV show in-cluded the fact that they are looking for news storiesand current events but really want those news storiesto be mostly uplifing and motivational contentTese viewers want to see material that is going to uplif and

inspire them including new recipes healthy dietingtips gardening tips good exercising routines peoplewho are making a positive impact in the world goodthings happening in the community as well as othermotivational material We suggest that Park City TVuses the base mentality ldquois this content uplifing andinspiring to our viewersrdquo as a base for building thecore content of this morning show

T5

ldquoI want to watch something that is educa-tional inspirational and occasionally fun-nyrdquo

ldquoI like humor and upbeat commentatorsI would like to watch something that givesme a general brie 1047297ng of world nationaland even local news Irsquom extremely tired ofmainstream media outlets with a liberal

agenda approach to the news I wto see more upli f ing stories aboutetcTings that the majority the stream America have in commonall of the divisive issues or the isstruly belong to the minorityrdquo

ldquoI want to watch something that toptimistic goals and how to achieI would also love to watch somethworkout programs that would insp

ldquoI would love it if they would shanews stories teach recipes excercdening tips - basically wholesomeand educational - something thathoperdquo

ldquoI want to see something that is up

and energizingrdquo

ldquoI want to see some positive news world Something to motivate you you ready for the dayrdquo

ldquoI want a morning variety show news about good things people aremixed with important news of theand around the country I also wasee weather reports as well as highbreakfast and lunch recipesrdquo

ldquoMy perfect morning show would motivational content to get me extake on the worldrdquo

9E



lt

Of the 300 individuals survey only 13 percentwatch morning shows While the type of morningshow varied the main morning shows that surveyorswatched were Good Morning America Te TodayShow and KSL 5 Tirty-three percent of surveyorseat breakfast while watching morning shows and 25percent watch while getting ready for the day Whenasked what surveyors found to be most importantwhen watching a morning show 48 percent responded

wanting national and local news 28 percent wantedentertainment while 18 percent just wanting weatherupdates

95( We recommend that information made avail-able on Park City TV be made available on mobile devices Many people who took the survey reported thatthey want to access information from Park City TV ontheir mobile devices including nightlife activity eventsspecial events information happening in Park City andlocal news Most people reported they do not want toreceive noti1047297cations through social media from Park

City TV but prefer to seek out information on theirown

Participants in the survey reported their favor-ite aspects of morning shows and what they enjoyedseeing on Park City TV was local news Tey are look-ing for uplifing and inspiring stories of people in thecommunity and want to enjoy clean humor and ldquosofrdquonews in the morning Tey are especially interestedin receiving information about local night life of art

events and said their interest in Park City TV wouldgrow if there were less re-runs

9C -CC( 8CSTe type of show they want (funny so f news upli f ing stories)

When they want to hear from PCTV (onlyin mornings (if that) donrsquot want socialmedia sites blown up night events amp eventsoccurring downtown)

$2(( 98

Te world has shifed to an online platformwhere people turn for news entertainment and socialconnectedness We asked individuals how they wouldfeel about following PCTV on social media accountshow ofen they would like to see posts what kind ofposts they would like to see and what platforms ofsocial media they would use to connect with PCTV on

7-CC(6)(S We feel like the morning show needs to usesocial media to gain recognition and attract attention

with the younger generations Weekly posts couldbe helpful to inform viewers of the nightlife eventsathletes and other subjects that viewers want to see(Described in earlier section) Posting should not beexcessive but there needs to be a presence

T509)-24 said they would never like to see posts

from PCTV

41 said they would prefer to see monthly posts from PCTV

Te most important posting topics to our sample group were -Gear and product updates

-Memesquotes -Do it yourself projects -Pro 1047297les of Olympic Athletes

79 of those surveyed do not currently follow

PCTV on social media platforms

9-)amp $6)

Park Cityrsquos Main Street is so popular becauseof the hometown feel and amazing businesses Weasked respondents what they wanted to hear about onPCTVrsquos morning show and many said they wanted theshow to be more connected to the happenings of thecity Giving information about events on Main Streetand the nightlife in the surrounding area would makethe show informative and fun

7-CC(6)(SPeople want to see whatrsquos going on close by

them We suggest that PCTV focus on the nightlifeand local events of Park City to give the show a moreuni1047297ed view Local businesses would also respond wellBlending entertainment and information about localevents would be a great addition to the show

T509)-SldquoFestival street interviews meet prounding night life or artsrdquo

ldquoA quick recap on news so that I cconnected to the world as I go o ff but always ending with something

so that I donrsquot go to work depresse

61 percent of the respondents ran porting on nightlife as ldquovery impowhen asked ldquoHow important wousee each of the following topics in TV social media postsrdquo

$)( 92 Wgt( X 8ampE

Cooking shows are incredibly popular in theUS because people love DIY activities especially whenthey involve food Most morning shows involve somesort of cooking segment to help wake people up in themorning and get them on their feet Many millennialscare about health and cooking shows can help peo-ple experiment and try healthy recipes and start theirmorning right

7-CC(6)(People want to see cooking segments while

watching a morning show Tey want to see seg-ments that involve cooking with in-season fruits and vegetables or items that most people already have intheir fridge For this segment it may be fun to havekid-friendly dishes or guest cooks It will be importantto have an overhead camera for this segment but it

would really be worth it

T509)-SldquoCooking or comedic entertainment

Ellenrdquo

ldquoIt would be funny talk about makeabout being a mom and talk about fand talk about cookingrdquo

5 percent of respondents put ldquootherrdquosponding to the question ldquoWhich of ing is the most important thing for yin a morning showrdquo Cooking was lildquootherrdquo comments

ldquoCooking morerdquo was emphasized in

tion ldquoWhat additional elements if a you like to see on Park City TVrdquo

When asked ldquoWhat are your favoriof Park City TVrdquo a few respondentldquocooking and sports segmentsrdquo

ML(07-D0B



A

Te reason people do anything like watch amorning show is by the way that activity makes themfeel So we wanted to know what kind of morningshow feel respondents would want We asked questionsabout what they would like to see in a morning showand which morning shows they already watch to giveus a better idea of the direction PCTVrsquos morning showshould take

7-CC(6)(S Like mentioned in our previous sectionshumor and sof news is what the people want to seeWhat they donrsquot want to see are the dry hosts that arecurrently on PCTVrsquos morning show To get new orrevamp the current hosts would greatly help the PCTVmorning show Also we would recommend some addi-tional outdoor footage and modern sets and graphicsPeople are more likely to watch a morning show ifthey feel that the morning show is keeping up with thetimes and current trends

T509)-26 said they did not enjoy the hosts on ParkCity TV

56 said they watch other morning shows in-stead of Park City TV

47 said they would watch Park City TV if

there were more outdoors footage

When asked what additional elements respon-dents would like to see on Park City TV onerespondent said ldquoSlicker Production Elements-Better graphics for weather lighting and setsrdquo

Hamp E $2(( 98



J

amp8+4(A gt39397)F5)amp 75amp



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A

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=gt2gt

Te way we communicate is evolving every day As communications evolves the wayorganizations and companies communicate with their consumers changes as well Social mediais one of the newest ways that organizations communicate with consumers Social media allowsorganizations to hold a continual conversation with consumers through the sharing of informa-tion photos videos and other media As organizations utilize social media they will be able tostay 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 Ins-tagram Tese accounts are used fairly frequently Tere is an average of two or three posts oneach of these accounts every day Te content of these posts ranges from information about

f d l f k h ff f k d h l h h bl f h d h f d l



J

9-)amp $6) =DCY)(

PCTVrsquos current social media posting frequencyis adequate although survey respondents indicatedthat they would ideally only like to see one post perday on Facebook Currently PCTVrsquos Facebook pagefeatures multiple posts per day which some viewersconsider excessive If viewers do not 1047297nd all of thecontent posted as relevant to them then they will beinclined to unfollow block or hide future posts fromPCTV Content posted on Facebook needs to beengaging and interesting while not exceeding a rea-sonable limit for the number of posts each day Most

viewers responded that they would like to see photosand videos of relevant events celebrities and local con-tent from PCTV Foll owers utilize PCTV as an enter-tainment outlet and not typically a means of obtainingnews or other information Because of this contentshould be focused on entertaining and providingunique content for viewers to share with their friendsonline Many respondents requested more informationabout local events in Park City which is not availablein the larger media outlets Tey also would like to seeinterviews and pictures of athletes sponsored by PCTVAlthough much of this content is currently available onPark City Television there needs to be a more narrowfocus on local e vents

Social media management tools would help to

ensure the consistency of messaging across all of ParkCity Televisionrsquos social media channels Hootsuite al-lows pre-timed messages to be posted during the peaktraffic times for each viewer demographic Utilizing asocial media management would help to increase theeff ectiveness of social media messaging and could helpto monitor the traffic based upon the type of post and

the kind of contentMany of the individuals who responded to an

online survey indicated that they felt Park City Televi-sion had a strong social media presence Many weresatis1047297ed with the current content posted online andwere generally aware of the Mountain Morning ShowViewer interaction during the morning show is im-portant to increase viewership and allow live contentto be shared However because the morning showis immediately afer the live taping this interactionwould be limited to the 1047297rst taping Several responsesrequested on-screen weather information as well as

current news events and sports On-screen giveawaysand opportunities to interact with the cast memberswould increase the viewer interest during the PCTVMorning Show Dedicating 1047297 ve minutes or a portionof the show to live viewer feedback would drive view-ership as well as increase the engagement level of of viewers watching at home or on mobile devices

PCTV also needs to integrate Instagram into

events to pictures of everyday life in Park City For themost part the posts are eff ective in communicating in-formation to followers and allow Park City Televisionto keep followers informed Te Twitter account is es-pecially useful in getting direct feedback from follow-ers and eff ective in giving them individual feedbackPark City Television is eff ectively using its social mediaaccounts to stay connected to followers but there are afew recommendations that we feel would help improvesocial media use in terms of the Mountain MorningShow Park City Televisionrsquos social media strategy is

an eff ective means of keeping viewers engaged whileproviding an online forum where anyone can interactwith the station Te majority of individuals visitingPCTVrsquos social media are interested in the local areaaround Park City UT and want to stay informed aboutthe latest conditions and news in the area Keepingsocial media updated and current is essential to thepublic perception of Park City Television Visitors whoare able to 1047297nd information quickly and easily will bemore likely to return to the site more than one timeTis traffic increases the stationrsquos visibility and is animportant part of individualsrsquo perceptions

their morning show program possibly featuring photosubmission contests or including live updates of roadand weather conditions in the Park City Area If viewers have opportunities to submit content that isaired on the show then they will be engaged in each

program and invite their friends to also tucreates a viral marketing eff ect that over tiincrease the number of viewers watching PTelevision

PZ K2E2C)(-

One of the primary areas Park City Televisionneeds to address is the performance of their websiteCurrently the web page takes too long to load andperforms sluggishly when compared to other similarstation websites Visitors to the site do not want towait for long buff ering periods and low quality perfor-mance Increasing the server performance would helpto retain more visitors from the site who initially visit-ed the web page With this higher performance PCTVcould also feature high-quality videos and high-reso-lution images which are more likely to be shared andreposted by viewers on their personal social medianetworks Tis improvement in server capabilitywould result in word-of-mouth advertising and ulti-mately would be much more eff ective than investing intraditional advertising channels

Te following information provides recom-

mendations for optimizing PCTVrsquos website perfor-mance

9D6S K2 Site speed is important for two main reasonsFirst your end-user experience--end-users are morelikely to return to website with snappy performanceSecond SEO site performance aff ects your rankingwith Google

Issue

No browser cachingSolution

Install caching pluginIssue

Image dimensions not speci1047297ed

SolutionSpecify dimensions in HTML or install plugin to do so

Issue

Media heavySolution Consider use of higher CPU or VPS hosting

9W= 7 Zamp 9 E H 6



ltO

9W=S 7)()Zamp SEO stands for search engine optimizationSEO is vital to obtaining a high enough ranking for ap-plicable search terms to generating organic web trafficRight now parkcitytv has low traffic

IssueKeyword consistency SolutionMake sure each indexed keyword is represented inprevalent places in the site like the titles ltH1gt anddescriptions See Graphic for keywords

$Zamp =DCY)(S K2 It is projected that by 2016 more than half ofall internet use will be done on handheld devices suchas tablets and smartphones It is vital for your site toperform well and be easy to navigate on mobile devic-es

IssueTere is no mobile version of this siteSolutionCreate a mobile version

95CC)2G E H(6( Based upon the data collected from onlinesurveys and focus groups wersquove determined that ParkCity Television has a strong social media presence butneeds to integrate these platforms more eff ectively toengage viewers of the morning show program Allow-ing viewers with opportunities to submit photos and videos to be aired live during the show would increase viewership and allow viewers and their friends to feela personal connection to the morning show programViewer data also indicated that PCTV should limittheir Facebook messaging to one or two posts daily

only providing interesting and sharable content thatis relevant to viewer demographics Prize giveawaysand promotional off ers would attract more followersand allow Park City Television to increase their onlinepresence Providing these opportunities would alsocreate ldquobrand loyaltyrdquo and attract individuals to thewebsite on a more consistent basis Finally improvingthe online server performance would help to increaseweb site traffic and improve the online user experienceCurrently visitors to PCTVrsquos website experience slowloading pages and excessive buff ering which detersthem from accessing and sharing content on their ownsocial media networks Web performance needs to beimproved to allow streaming of high-de1047297nition con-tent and a faster browsing experience Tese changes

if implemented will make the most eff

ective morningshow for Park City Television

44 minutes total (x2 for second run)



lt

$-( EF(+(2Glt+9397 amp-=

REnergetic Funny Wear bright colorsInteraction with social media (by sharing posts videos etc on the air)

4CD8209SBright colors and decorationsInclude outdoor segments (even pre-recorded) interspersed with studio contentPossibly change sets during show for variety

MCC2-)ampS16 minutes total (x2 for second run)More frequent shorter commercial breaks

+)G5


000-130 Introduction to show Overview of dayrsquos content130-300 Local weather amp ski reports (Winter)300-600 Hosts interacting with viewers popular events amp pop culture (YouTubeSoc ial feature600-900 Local Spotlight (Businesses Destinations Shopping etc)900-1030 Uplifing localnational news with a Park City Spin1030-1100 Lead into content following commercial break 1100-1500 Commercial Break 1

1500-1800 Welcome back lead with ldquoFunrdquo section (eg cooking pop culture products)1800-2000 Local weather amp ski reports (Winter)2000-2400 Interview with visitor (cooking segment product overview how-to athlete etc)

2400-2530 Local activities and events coming up in Park City 2530-2600 Lead into content following commercial break 2600-3000 Commercial Break 2

3000-3030 Welcome back lead in to next section off -site (or simply outside)3030-3500 Off -site feature with footage that gets out of the studio3500-3700 Local weather amp ski reports (Winter)3700-4030 Pop culture Highlight online or local videos of outdoor sportsstunts4030-4100 Lead into content following commercial break 4100-4500 Commercial Break 3

4500-4530 Welcome back lead in to next section4530-4700 Submitted content to the show (photos videos etc)4700-4900 Local weather amp ski reports (Winter)4900-5000 Park City activities for later that day

5000-5400 Productgear overview 5400-5500 Invitation for individuals to submit content to the show through social media5500-5600 Signing off and preview of next show5600-6000 Commercial Break 4

P L M 6



ltlt

P2L M6

About TODAY (nd) Te Today Show Retrieved from httpwwwtodaycomid29055142nstodaytabout-todayU1iVROZdWEw

De Moras L (2014 March 12) Live And Well Morning Shows Gain Ratings Ground Tanks To Stiff Competition amp Focus On Interactive Programming Deadline Hollywood Retrieved from httpwwwdeadlinecom201403morning-show-ratings-gains-today-good-morning-america-rivals

Guskin E (2010) Network By Te NumbersTe State of the News Media An Annual Report on AmericanJournalism Retrieved from httpstateofhemediaorg2011network-essaydata-page-5

Park City Television (About) (nd) Park City Television Retrieved from httpparkcitytvabout Stetler B(2013 Sept 27) In Ratings War lsquoGMArsquo Beats lsquoTodayrsquo for Full Season Te New York Times Retrievedfrom httpwwwnytimescom20130928businessmediagma-beats-today-over-a-full-seasonhtml

Stetler B (2010 Aug 31) TV News for Early Risers (or Late-to-Bedders) Te New YorkTimes Retrieved fromhttpwwwnytimescom20100901businessmedia01morninghtml

Stetler B (2013 April 18) Waking Up on the Wrong Side of the Ratings War Te New YorkTimes Retrievedfrom httpwwwnytimescom20130421magazinewho-can-save-the-today-showhtml

Taibi C (2014 Jan 28) More People Watching Local Morning Shows In 2013 Study Finds Huffington PostRetrieved from httpwwwhuffingtonpostcom20140128morning-shows-pew-research-center-viewership-audience-local-tv_n_4680813html

Tennant T (nd) Talk Isnrsquot Cheap A Brief History of the Talk Show About Retrieved from httptalkshowsaboutcomodmorningshowspTalkIsntCheaphtmTe Tonight Show With Jay Leno (nd) TVcom Retrieved from

httpwwwtvcomshowsthe-tonight-show-with-jay-lenoTomas L (2009 May 18) Top Five Outdoor TV Shows Yahoo Voices Retrieved from httpvoicesyahoocomtop-1047297 ve-outdoor-tv-shows-3335682htmlcat=47Tucker K (2012 Jul 26) lsquoTe Today Showrsquo lsquoGMArsquo and lsquoCBSTis Morningrsquo Are these the

most complex dramas on network television Entertainment Weekly Retrieved from

httpwatching-tvewcom20120726the-today-show-good-morning-america-cbs-this-morning-robin-robertsUtah (2013) State of Utah Outdoor Recreation Vision Utah Retrieved April 22 2014 from httpwwwutah

govgovernordocsOutdoorRecreationVisionpdf Recode (2014) Millennials Spend More Time Watching TV on Other Devices Recode Retrieved April 24

2014 from httprecodenet20140326teens-twentysomethings-spend-more-time-watching-tv-on-other-screens



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()(+- 01(234()Based on research come up with recommendations about how to create a new and improved MountShow for Park City Television to reach and engage 3 target audiences

BC -997))92DC E92FC G)9HI)7amp))9 J(7)7

$ampamp(()ampMillennials are an important demographic for any business and Park City TVwants to create a morning show that will have greater appeal primarily to millen-nials in Utah as well as to the large national audience of millennials

+-)ampLocal support contributes to the success of any organization and that is especiallytrue with a local television morning show Park City TV wants to garner morelocal viewers from Park City and the surrounding Utah community by makingthe morning show more appealing to local interests

)()amp01(2()()amp 456(-Park City TV wants to off er a little bit of everything so that it can appeal to abroad national audience and to some extent an international audience

7)2-8 92)Conduct secondary research on the history and background of morning showsto better understand what elements contribute to making a successful morningshow

Conduct primary research through focus groups surveys and social media to de-termine more speci1047297cally what people think of the Mountain Morning Show and

to determine what can be done to better reach target audiences with the Moun-tain Morning Show and make it more appealing to the target audiences



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Documents

Comms 318 Mountain Morning Show Book