PTPA May 2011 Meeting PBS Content Strategy

Orlando, Florida May 16, 2011

Primetime Programming Strategy

• Increase the Primetime audience– Better serve the American public– Build a larger potential membership base– Create stronger selling proposition for audience-focused

underwriters

• Better leverage marketing and promotion• Reduce costs

Audience defined as 40+• 40-49• 50-64• 65+

Measurements include• Cume• Frequency• Time Spent Viewing (TSV)

Create a New Schedule Architecture

• Leverage Content Assets to Maximize TSV and Frequency

• Genre Affinity

• Audience Duplication

PBS Primetime ScheduleFall 2010 & Earlier

Time ET/PT

Sun Mon Tue Wed Thu Fri Sat

8:00 Nature Antiques Roadshow

NOVA Specials This Old House Hour

Washington Week

Repeats

8:30 Need to Know

9:00 Masterpiece American Experience/History Detectives

Frontline Specials/ Great Perfs./ American Masters

Antiques Roadshow (rpt.)

9:30 Masterpiece (rpt.)

10:00 Specials POV/ Independ. Lens

Specials

10:30

PBS Primetime ScheduleWinter/Spring 2011

Time ET/PT

Sun Mon Tue Wed Thu Fri Sat

8:00 Nature Antiques Roadshow

Pioneers TV / Black in Latin America

NOVA science NOW

Antiques Roadshow (rpt.)

Washington Week

Repeats

8:30 Need to Know

9:00 Masterpiece American Experience

Frontline NOVA Repeats

9:30 Masterpiece (rpt.)

10:00 Specials Independ. Lens

Science This Old House Hour

10:30

PBS Primetime ScheduleSummer 2011

Time ET/PT

Sun Mon Tue Wed Thu Fri Sat

8:00 Nature Antiques Roadshow

History Detectives

Science & Nature

Antiques Roadshow (rpt.)

Washington Week

Repeats

8:30 Need to Know

9:00 Masterpiece Antiques Roadshow

Frontline NOVA Repeats

9:30 Arts & Repeats

10:00 Specials POV Science This Old House Hour

10:30

PBS Primetime ScheduleFall 2011

Time ET/PT

Sun Mon Tue Wed Thu Fri Sat

8:00 Nature & Specials

Antiques Roadshow

History Detectives/ Sec. Dead

Nature Antiques Roadshow (rpt.)

Washington Week

Repeats

8:30 Need to Know

9:00 Masterpiece Antiques Roadshow

Frontline/Documentary

NOVA This Old House Hour

PBS Arts

9:30

10:00 Specials Women, War & Peace/Frontline

Science Independ. Lens

10:30

PBS Primetime ScheduleWinter 2012 & Beyond

Time ET/PT

Sun Mon Tue Wed Thu Fri Sat

8:00 Specials Antiques Roadshow

History / Faces of America

Nature Antiques Roadshow (rpt.)

Washington Week

Repeats

8:30 Need to Know

9:00 Masterpiece Antiques companion in dev.

American Experience

NOVA This Old House Hour

PBS Arts

9:30

10:00 Antiques Roadshow

Frontline Science POV/ Independ. Lens

10:30

8:00 PM 8:11 PM 8:22 PM 8:33 PM 8:44 PM 8:55 PM 9:06 PM 9:17 PM 9:28 PM 9:39 PM 9:50 PM 10:01 PM 10:12 PM 10:23 PM 10:34 PM 10:45 PM 10:56 PM0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

Monday Night MxM Average Ratings for PBS/HIST - Households

PBS HIST

Ave

rage

Rati

ng A

A%

Source: Nielsen NPower Time Period Report, Feb 2011

Pawn Stars/Pawn Stars

Pawn Stars/Pawn Stars

American PickersAntiques Roadshow

AmEx/Masters/Ind Lens Various

Audience erosion on PBS, but momentum on History Channel

NOVA and NOVAscienceNOW Flow

Source: Nielsen NPower Program Report, Feb 9 2011

8:00 PM 8:12 PM 8:24 PM 8:36 PM 8:48 PM 8:59 PM 9:11 PM 9:23 PM 9:35 PM 9:47 PM 9:59 PM 10:11 PM 10:23 PM 10:35 PM 10:47 PM 10:59 PM0.0

0.5

1.0

1.5

2.0

2.5

3.0

NSN: How Smart are Animals?

NOVA - Making Stuff: Smarter

NOVA 10PM - Smartest Machine on Earth

Wednesday 2/9/11 MxM Ratings for PBS - Households

Ave

rage

Rati

ng (A

A%

)

Improve Audience Flow

• Get viewers to the next hour of program content as quickly as possible

• Inform audience of when shows are on and why they should keep watching

Current vs. Draft Formats

5:00

Open

1:40

Funders

(1:00 Nat’l)(:40

Local)

14:49

Program Content

Lower Thirds: PBS IDs, Station IDs,

“You’re watching” promotion,

“Coming up next” promotion,

webmarkers and product offers

1:32

Break

Nat’land/orLocal

Promo

13:58

Program Content

Lower Thirds: PBS IDs, Station IDs,

“You’re watching” promotion,

“Coming up next” promotion,

webmarkers and product offers

1:32

Break

Nat’land/orLocal

Promo

14:49

Program Content

Lower Thirds: PBS IDs, Station IDs,

“You’re watching” promotion,

“Coming up next” promotion,

webmarkers and product offers

1:40

Funders

(1:00 Nat’l)(:40

Local)

4:30

Program Content Close

Prod. Credits split screened or lower third

over last element

:30 Next Time tease

Timings are approximate and may vary from program to program

2:00

Open

1:30

Nat’l Funders

50:10

Program Content

:30 Next Time tease

1:30

Nat’l Funders

1:06

ProdCredits

andPBS Cue

web, offer

3:14

Local

Funders,Promos,Branding