Mountain Morning Show Book

8/10/2019 Mountain Morning Show Book

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MOUNTAIN MORNING SHOW


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Background ofMorning Shows

Overview

Morning shows are television news pro-

grams shown live typically between 6 and 10a.m.. Tey are ofen hosted by one person or asmall group o people and the show is designed

to be inormative and entertaining. Tis com-bination is known as inotainment.Te firsthal o the morning show targets individualswho are getting ready or their day and preerwatching hard news. Because o this, the showseature some updates o recent events, includ-ing political news, business news and sportsnews, as well as various interviews. Anotherimportant element o morning shows is theorecast or the day and, or large cities, trafficreports. Te second hal o the show has moresof news where they show liestyle interviewsand entertainment stories. Morning showsrom many .V. channels offer a break or localstations or affiliates to air a small newscast that

serves as a recap o major local news headlines.Morning shows ollow this same ormat inmany countries around the world. Approxi-mately sixty-one countries use a similar ormaton their own .V. channels.


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Morning Show Statistics

For years morning shows had seen decliningviewership, particularly since 2004. An average o 12.4million people watched network morning news in2010, down 3 percent rom 12.8 million in 2009. Onaverage, viewership had been declining by 382,000viewers a year. However, not all the morning showssuffered major declines. Viewership o ABCs GoodMorning America held steady at an average 4.3 mil-lion rom 2008 to 2010; ratings were also stable at 3.2;

share grew in 2010 to 12.4, up rom 11.9, which meansthat a higher percentage o people who happened tobe watching V during that time period were tuned toABC than the year beore.

Unortunately or the CBS Early Show, theysuffered the largest loss in viewership alling to 2.9 mil-lion viewers, rom 3.1 million. Ratings ell to 2.2 rom2.3 in 2009. CBS share ell by .3 points to 8.5.(Guskin, 2010)

Afer a major decline in viewers or mostmorning shows rom 2004 to 2010, audiences ormorning shows have begun to grow since 2011. Anaverage o 13.1 million people watched the three majornetwork morning news programs, up 5.4 percent rom12.4 million in 2010, which is an increase o 666,400viewers or the year on average.

While the Internet is responsible or some lossin potential morning show viewers, as stated previous-ly, early morning newscasts have been doing airly wellover the past couple o years compared to the rest othe television business. Tis is due in part because peo-

ple are busy getting ready or their day and are morelikely to turn on the V than to take a moment tosearch something on the Internet. However, morningviewership can vary greatly depending on the market,because some people are more night owls then morn-ing people. For example, the Birmingham, Ala., marketis relatively wide awake at as early as 4:30 a.m., with26.7 percent o households tuned in to early morningnewscasts. Te Salt Lake City market has the lowestpercentage with 9.1 percent (Stetler, 2010).

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

Over two-thirds, or 68%, o morning newsaudiences were emale, compared to 52% o the sur-vey population. Currently, more people are watchingmorning shows than in the past ew years (aibi, 2014).Te ollowing is a list o additional demographic inor-mation or what types o people watch morning shows:Gender of morning news viewers:38 percent male, 62

percent emaleAges 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 Vthan men, especially those with school-aged childrenIdeology o morning news audiences: 25 percent Re-publican, 29 percent Independent, 39 percent Demo-crat

Demographics ofMorning Show Viewers

Education level of morning news audiences:27 per-cent college graduates, 27 percent have some college,46 percent o a high school diploma or less education(aibi, 2014).

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

main one place in the V industry where the businessmodel still really works, at least or now. oday earnsNBC $500 million in annual revenue because o its fivemillion 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 $100,000 per epi-sode, as opposed to $1 million or more or a V dramaepisode. Tese things combined have led to a prolier-ation o talk shows and morning shows, which is parto the reason why competition is so intense betweenmorning shows (ennant, n.d.)

Some o the most popular morning shows onthe air are Good Morning America, Te oday Show,Tis Morning, Morning Joe and New Day (Stetler,2013). Good Morning America (GMA), at its numberone spot among successul morning shows has over5.3 million viewers on an average week day, which is700,000 more than second-placed oday Show (Stetler,2013). Much o GMAs success can be attributed to thecontent they have on their show. In the last ew years,GMA has become more entertaining with its stories,ranging rom serious news stories and sensationalcourt cases to celebrities and current trends. WhileGMAs rivals dismiss the show as too tabloid-oriented,

ABC deends GMAs coverage as a reflection o whatviewers 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 unny things,intriguing subjects and good storytelling.

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

or anchors, as well anyone else who runs thPeople ofen develop virtual relationships hosts, and the nature o those relationshiper good or bad, can ofen determine how ipeople are in watching the show. Te relatdevelop can be comparable to the fixation with their avorite celebrities. Te better pconnect with these hosts the more willing be to invest their time and attention to watshow. Bernard M. imberg o the Museumcast Communication, said, Te host maindegree o control over their show, rom su

to comedic tone. Tey are also the brand ary that burden. Te host can attract and renegotiate in kind or their program and, inname a successor when they retire.

imberg also gave advice on anothaspect to morning show success. He said, must be experienced in the present tense, wis broadcasted live or taped in ront o an earlier in the day. Tey should eel resh, aare happening in the moment, even i the s10-year-old rerun. Tese are important elincorporate to create any successul show.

Good Morning America ABCs Good Morning America haone news anchor, one liestyle anchor and anchor. Tey themselves come rom variougrounds as well. For example, one o the hRoberts is 53 and she studied communicatbreast cancer and publicly declared she is anumber and personalities o anchors play the set up and execution o each morning,order, length and type segments that the sTe ollowing is an outline o a typical GM 00:00 - 01:05- Breaking news 01:05 - 07:10- Other news

07:10 - 08:20- Weather 08:20 - 10:45- Over the shoulder grap

and voice over video 10:45 - 12:49- News with corresponde Washington 12:49 - 15:00- More news 15:00 - 17:28- Other news Commercial break

Money in Morning Shows

Successful Morning Shows Show Formats


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17:28 - 31:45- News 31:55 - 32:18- raffic update 32:18 - 33:36- News Commercial break 33:36 - 36:52- Pop news 36:52 - 39:15News 39:15 - 47:29Dancing Cast Revealed Commercial break 47:29 - 54:43Dancing Cast Revealed 54:43 - 56:47News on Oscar 56:47 - Wrap Up Total Running Time: 01:04:50

NBC oday

NBC oday is similar to GMA. It has a 2 mainhosts, Matt Lauer who is 56 years old and SavannahGuthrie who is 42 years old. oday also has a weatheranchor, a news anchor, and a social media reporter.Te ollowing is typical outline or oday: Breaking news, 3 minutes Breaking news ollow 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 rending - 4 minutes Celebrit y interview, 4 minutes Everyone sitting on the same couch Interview (continuing rom earlier interview), 5

minutes echnology, 3 minutes OrangeRoom, 1 minute Commercial break Backstage with viewers, 3 minutes Music, live perormance and interview, 5 minutes otal run time: 88 minutes In NBCs oday show, about every hal hour

the anchors and other hosts would switch rom sittingaround a high table to sitting on a couch. Te col-or scheme o the set was orange and blue. Te mostviewed clips rom the show are news interviews, notcelebrity interviews, and in most cases you cant watchthe entire show online No news was repeated exceptor the weather.

Late Night Show

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

and ormatting apply to late night shows as they do ormorning shows. One major advantage that late nightshows have over morning shows is their shareabilityon social media and how they draw people to re-watchsegments o the show online. Tis is due in part totheir unique content and ormat. Jay Lenos Late nightshow is one o the most successul late night shows,and the ollowing is an outline o a typical show: Announcer talks about opening credits Te first part is a 10 minute monologue rom Leno,

talks about current events with comedy mixed in Example: jokes based upon the acts o current

government blunders Second part is a comedy sketch Tis can be extremely varied, ofen its comedy

involving spoos on current events and popularfigures

Tird part and ourth parts are an interview with amain guest

Interviews can be extremely varied, but they areofen with celebrities, political figures, actors andmusicians

Fifh part is an interview with a second guest Guests also are varied Te last segment is usually a musical perormance,

but sometimes a comedian perorms Various bands and singers perormed Park City V is a licensed V station ounded

in 1987 that has developed a large and loyal audi-ence. Park City V broadcasts throughout SummitCounty to Evanston/Cokeville WY, as well as alongthe Wasatch Front in cities such as Payson, Provo,Salt Lake City, Ogden, Logan, ooele and Grantsville.Te total coverage or Park City V gives the networkapproximately one million viewers. Te basis o thisnetwork is a coverage o action sports, action snowin particular. Its purpose is to aim or young people,including the young at heart. Park City V also has aFacebook and a witter page to promote the stationand reach out to its viewers. Park City V offers manydifferent services including the ollowing:

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

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

Ideas or nightly dinner segments

Entertainment news Headlines o national news Minute by minute schedule o events and

pening on the show Online streaming availability or all shows Combining o LIVE local broadcasts that

news, local events, entertainment, LIVE mterviews, weather, sports and a myriad o

Park Citys Emmy Award-winning V stasports, US ski and snowboarding, music a

On witter at Park City V with 5,184 plu Skyped athletes rom Sochi during the Wi

Games o 2014 Live stream available 24 hours a day on an

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

Short eature videos are available o PCVshoots in Park City as well as other locatiocountry

(Park City elevision, n.d.)

Park City TV


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In the Mountain Morning Show, the hosts goto the community and then tell people about restau-rants, recreational activities, and concerts happening

in Park City and along the Wasatch Front. Tey showweather conditions every 10 minutes and guests romthe community come to the set to inorm about events,undraisers, and activities in the area. Tey also eaturebands and on the weekends the hosts go to armersmarkets, museums and other places outside the studio.

Other key elements in the Mountain Morning Show:

Whats going on segment with up-to-date hap-penings or adults and kids

Interactive platorm where viewers can email in/call to pitch different story ideas and also to pro-vide eedback about the content o the show

Focus on live local broadcasts that include localnews, events, entertainment, live music and inter-views, weather, sports and other local eatures

Focus on encompassing the adventure that can beexperienced living in Utah

Focus on promoting an active liestyle

Park City V wants the Mountain MorningShow to be the V show watched in the morningbeore people go to work, hit the slopes or do anythingelse un in Utah. Park City V currently has sponsor-ship connections with the Sundance Institute, Outsideelevision, Ski Utah, Kimball Art Center, Black ie andmany more to aide them in their quest to be the bestmorning show in Utah.

Mountain Morning Show

Park City elevision wants to revamp theMountain Morning show in large part so it can reachthree key target audiences: Millennials, Park City/Utah

locals, and the national and international audience thatwould watch Park City V channels or various rea-sons. Te ollowing sections give a brie description oeach audience.

Millennials

raditional broadcasting methods are be-coming less effective as online streaming services arebecoming more and more common. Te Millennialgeneration in particular are watching less tradition-al broadcast media and turning more towards new,modern orms o online media. A research projectperormed by the New York imes revealed that othe people surveyed 34% o Millennials (18-34) watch

mostly online video or no broadcast V, comparedto 20% o Generation X (35-49) participants and 10%o participants rom the Baby-Boomer (50+) genera-tion. Te research clearly reveals a large difference inthe ways that different generations consume media.Although online video streaming is becoming morecommon each day, according to a Nielsen surveytraditional broadcast media is still the main source o

media consumption in the United States. revealed that in the last quarter o 2013 18olds watched nearly 21-and-a-hal hours o

V per week compared to two hours o vidInternet or a mobile phone. While more pturning to online streaming services traditconsumption still isnt giving in to the advvideo (Recode, 2014).Inormation or reaching Millennials:

Digital marketing is very important, bmarketing and promotions are also eff

Digital content must be authentic andshareable

Most likely age group to say they like tventional things, but they also need ot

approval 34 percent spend 10 or more hours a w

computer at home. Most likely age group to use cellphone

to access the internet 27 percent watch V online 18- to 24-year-olds are ar less likely to

their main source o entertainment thaage group.

Mountain Morning Show Target Audiences


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Local Park City/Utah Residents

Park City elevision 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 owhich are white, but there are is also a large Hispanicdemographic in Utah. One o Utahs biggest contribu-tors to its economy is tourism. Utah has an abundanceo national parks, ski resorts, lakes, rivers and othereatures that make it a prime location or outdoor rec-

reation, and so people rom all over the country cometo Utah to participate in these outdoors activities. Butthat means there equally as many opportunities orUtahns to take advantage o. Many people who livein Utah participate in outdoor recreational activities.And in particular because Utah is known or a placewhere many amilies come or stay to raise their kids,amily activities and events that take place in Utah areespecial ly appealing to locals. Te Mountain Morningshow is capable o taking better advantage o the manyoutdoor activities and events that are amily riend-ly, and this can be realized by having the MountainMorning show eature more o these amily riendlyoutdoor recreational activities (Utah, 2013).

National/International Audience

Currently, Park City elevision is broadcastmainly to people living in Utah and surrounding ParkCity. It relays inormation that is relevant to the peopleliving in these areas, and it caters to the sel interest othese people. In order or Park City elevision to reachmore o a broader scale in the United States, they needto come up with inormation that is relevant to morethan just the people who are living in Utah. Tey needto see some sort o value that they can connect withand use in their daily lives. Tis could consist o ideassuch as reporting news that is more on a national scaleo impact as well as incorporating guests and segments

rom all over the country. On an international scale,many people tune in to keep up with their avoriteathletes or the live action that is involved with thenews coverage. By incorporating this action and theamous athletes that these people love, it may be agreat opportunity to grow and connect more with aninternational audience (Park City V, 2014).


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Ideas or Segments/Content Run time: 88 minutes o programming, 32 minutes

o commercials All different types o sports news How to segments e.g. Show how to rock climb on set by bringing in

rock climbers with all their gear and with a rockclimbing wall

e.g. Demonstrate survival skills needed or being

stranded in the mountains Features o Sports Repair places Highlights o local businesses Cooking and Food segments Include bringing in a che rom local restaurants to

cook dishes Weather updates: Have ticker across the bottom or on the side that

eatures weather updates, in particular the snowsegments

Feature shorter segments that can be easily sharedon social media

Interviews with outdoors experts and athletes Videos o Extreme/Crazy activities that are related

to the show

Sports and outdoor gear/product reviews More segments on the outdoor set Comedy Skits E.g. Similar to skits eatured on Saturday Night

Live Capitalize on Big Events Sundance Olympics World ski/snowboard championships X games More onsite interviews with amous celebrities Every hal hours switch settings e.g. Good Morning America switches every hal

hour Segments that eature events and activities associ-

ated with different seasons o the year Art Feature that goes once a week or every other

week e.g. Have a local painter come in to eature and tell

about their art

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 theGood Morning America) more o an ensemble

Have more energetic, unny hosts Have them wear more light colors, or brighter

shades o colors (colors that wake you up)

Set Design: Bright colors and decorations Have theme colors or the show that could change

depending on whats being eatured that day on theshow

Create a more modern look e.g. Have a sleek, reflective and cleaning-looking

metal or urniture material e.g. Have urniture with more rich, vibrant colors Have a change in sets during the show, move to

different rooms I they want to keep the wood, do a much lighter

colored wood Make it more modern looking Bright lights, bright settings, get rid o panels on

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

skinnier and go across only hal the screen Have an area or cooking Install much bigger windows Possibly have changing artwork or different times

and seasons Always have at least one segment o the show off

set at another location; usually will be pre-recorded

Commercials: More requent and shorter commercial breaks Potential Commercials: local hotels and lodges available local places to eat

local shops local outdoors equipment gear Park City V and things associated with it

Secondary Research and Recommendations


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FocusGroup

Overview

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

we were interested in was the young at heart, those who enjoyed creative, uventurous, or outdoors activities who would be inclined to watch a PCV shdemographic covers a majority o Millennials, so by discovering what mediconsume and how they interact with it, we were able to put together a sketch a perect show might look like. We held two ocus groups o 8 people rangingrom 19 to 36. We also interviewed a sample o individuals on the streets o PTe ollowing are questions and answers that we received rom our research.


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Interview Results

What type of TV shows do youwatch? During the ocus group we discovered that Mil-lennials usually chose to watch television on demand.What they chose to watch were shows like Sherlock orBig Bang Teory. Tey would sit down and watch theentire episode. However, when it came to other shows,news, and morning shows, they predominately watchedor streamed them online. Tey would preer to watchimportant clips rather than watching an entire show.As one male, 31, explained, I dont watch much V,but i I watch anything, its going to be on my comput-er through download or streaming through Youube.

Do you watch late night shows?Morning Shows? Te biggest thing both ocus group participantsenjoyed about late night and morning shows was thehumor. Tis public wants to be entertained and humorcreates the un in lie, as one emale explained. Te

biggest talk show host mentioned because o humorwas Ellen Degeneres. One emale explained how everyshow is different even though it was the same ormat.It is also important to mention that while this public iswatching television they are usually multitasking. Tey,Dont like to sit and just watch or hours, male, 22.

Why do you not watch morningshows?Te biggest reason why the ocus group participantsdidnt sit down and watch morning shows is predomi-nantly because o their schedules. By the time they wakeup it is time to leave or work, school, or other appoint-ments. Tey explained, Segments are great because

they summarize the important inormation and take outthe fluff. I they do sit down to watch television, it is inthe evening or afernoon. Another big reason they didntwatch morning shows was because riends and amilydid not watch them. As one emale explained, I watchstuff other people think is good; it goes through thegrapevine. We watch more in clips than ull episodes.

What time would you watch amorning show? Most o our participants preer night showsbut others the others said they preer the range o8:00-10:00 am. Most like watching V when (theyare) eating breakast or engaging in something. Manyothers simply said, I only have time in the summerto watch V. Others said Weekends or me i its onV. I it is a podcast or on the radio, during the week.

What draws you into a show?

What sells you? Te biggest thing, mentioned as very import-ant, in the ocus group was the lineup and hosts. Tisgroup considered Ellen to be unny and exciting, Jim-my Fallon as up and coming and David Letterman tobe 90s style. Both o the groups mentioned the touch-ing stories that draw you in. One emale, 19, explained,Its all about the lineup...when Oprah has big episodes...or when Ellen has a touching story Ill watch the wholeepisode because you have to to get the entire story.Most o the group agreed that when it came to shows,Te most exciting parts always happen in the last hal.

Commercials? How long is it ok forthem? Te overwhelming response or commer-cials was the shorter the better. However, when askedwhether they would preer ewer long commer-cial breaks or lots o short 30 second bursts they saidthey preer long commercials because I can get upand do things. Both groups also suggested, Com-mercials need to be evenly spaced instead o more atthe end. I start to lose interest when that happens.

Hosts When asked about the hosts on talk shows, mostsaid that the hosts were very important and the way

they engaged the audience was essential. Many peo-ple watch morning shows or the host. Tis participantcontinued with his reasoning, saying, Magic shows arewatched or the perormance. Some o the group dis-agreed and said a morning show was heavily based on,How well the material is presented, not necessarily whois presenting. I you have a host you dont like, youchange the channel when they come back [on screen],

Female, 21. All o the ocus groups memthat they preerred one or two hosts instea

When do you interact on a Most o the ocus group said they didnttweets but i there was a cool or amusinbecame available they would send it to t

Other Important suggestions ake advantage o extreme sportswant to see the pro snowboarders or a gre

mentary. Tis group also enjoyed top ten mowhether it be wipeouts or runs Te set on a morning show shouldcause it needs to wake you up, You have toand wake people up! -Female, 19 Let them know about upcoming eduring the show. Mornings are or uture Have lots o shots outside becauseinside. Id rather at least have a ew shots because i its just in a cabin I can be inside - Male, 23 One thing they did in my high schdoing crazy locations or their high schoolOne time they did it rock climbing just ch

side o a wall. I you did that in Park City...or on top o the outlets, just bizarre locatiocool. - Male, 24 Most people in the group didnt liking subscript running across the bottom oscreens. It annoyed them because they wouin the middle o a sentence and wouldnt bunderstand it.

ConclusionAfer reviewing the inormation, we l earnMillennials responded well to humor, shorstreaming and sharing video, and cheerul their morning shows. Te most mentionedwas enjoyed by almost all our participants

a show that exemplified a bright studio, uimportant stories, with a host that was enjwatch. While most did not watch early motheir insight into what makes a show appeit easier to abricate a show that would be ethe young at heart.


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SurvFindinOvervie

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

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

they work ull-time while 58 percentsaid they work part-time. We ound that40 percent o these people are marriedand that 68 percent o these people arebetween the ages o 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 or-mat. Afer an analysis o all 312 respons-es, we identified six recurring themesthroughout. Te identified themes are asollows, with supporting quotes:

1. Humor2. Sof News3. Social Media4.Main Street Events & Nightlie

5. Cooking/recipes/diets 6. Feel o Morning Show


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Respondents reported that in the morning theyare looking or entertaining material that helps themwake up and start their day right. Many said they arelooking or 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 eel to Te Ellen DeGeneres Show.Tey are looking or entertainment in the morningthat is not too intense or heavy with news and mate-

rial but rather filled with stories and V hosts that areable to create an entertaining environment that makespeople laugh Many indicated that clean humor wasimportant to them.

Suggestions: Park City V should consider the importantrole that humor plays in the retention o its viewers.Some respondents did note that they eel the show isbland and would preer hosts who are unny and whocan create an upbeat atmosphere with witty quips. Wesuggest reporting on news stories that are either unnyor bizarre that entertain and make people laugh. Wesuggest a more succinct mix between reporting newswhile also ocusing on how to incorporate humor intothe show. One step in this direction could be to bringun guests on the show who help liven PCV.

Quotes:I want to see unny, clean humor that isclever and energizing.

A morning show should not ocus on worldevents and the sad things going on--pop cul-

ture is better or the morning. I want to seesomething light-hearted that eases me intothe day.

I want a morning show filled filled withstuff that would make me laugh and smile,or just something really uplifing in gener-al.

In the morning I dont want somethingreally complicated or intense. I just want towatch something thats easy to ollow, but

witty.

I want a morning show with humor, news,strange news, commentary and un guestson the show.

I want to watch something like Ellen. Itshould be semi-inormative, but entertain-ing and unny--but not offensive.

Humor

Soft News One recurring theme we ound was the actthat people want to be inormed while watchingmorning shows, however, they do not watch to watcha morning show that is too intense or heavy and arerather looking or local news stories that are uplifing,inspirational and motivating. Tey want to watch newsthat helps them eel connected to the community andhelps them eel like they can go out and make a differ-

ence in the world. Some people mentioned that theyeel the news is filled with so much pain and tragedyand they want to be inormed about the positive thingsthat are happening in the world and about people whoare making a difference. Tey want to be filled withhope in the world today.

Suggestions: Many individuals who responded to whatelements would make up their perect V show in-cluded the act that they are looking or news storiesand current events but really want those news storiesto be mostly uplifing and motivational content. Teseviewers 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 Vuses the base mentality is this content uplifing andinspiring to our viewers? as a base or building thecore content o this morning show.

Quotes:I want to watch something that is educa-tional, inspirational and occasionally un-ny.

I like humor and upbeat commentators.I would like to watch something that givesme a general briefing o world, national,and even local news. Im extremely tired omainstream media outlets with a liberal

agenda approach to the news. I wto see more uplifing stories aboutetc. Tings that the majority, the tstream America, have in commonall o the divisive issues, or the issutruly belong to the minority.

I want to watch something that toptimistic goals and how to achievI would also love to watch somethworkout programs that would insp

I would love it i they would sharnews stories, teach recipes, excercidening tips - basically wholesomeand educational - something that hope.

I want to see something that is up

and energizing.

I want to see some positive news world. Something to motivate youyou ready or the day!

I want a morning variety show: unews about good things people aremixed with important news o theand around the country. I also wasee weather reports as well as highbreakast and lunch recipes.

My perect morning show would motivational content to get me extake on the world.

Soft News


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O the 300 individuals survey only 13 percentwatch morning shows. While the type o morningshow varied, the main morning shows that surveyorswatched were Good Morning America, Te odayShow and KSL 5. Tirty-three percent o surveyorseat breakast while watching morning shows and 25percent watch while getting ready or the day. Whenasked what surveyors ound 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.

Suggestions: We recommend that inormation made avail-able on Park City V be made available on mobile de-vices. Many people who took the survey reported thatthey want to access inormation rom Park City V ontheir mobile devices including nightlie activity events,special events inormation happening in Park City andlocal news. Most people reported they do not want toreceive notifications through social media rom Park

City V but preer to seek out inormation on theirown.

Participants in the survey reported their avor-ite aspects o morning shows and what they enjoyedseeing on Park City V was local news. Tey are look-ing or uplifing and inspiring stories o people in thecommunity and want to enjoy clean humor and sofnews in the morning. Tey are especially interestedin receiving inormation about local night lie o art

events and said their interest in Park City V wouldgrow i there were less re-runs.

Some common themes:Te type o show they want (unny, sofnews, uplifing stories)

When they want to hear rom PCV (onlyin mornings (i that), dont want socialmedia sites blown up, night events & eventsoccurring downtown)

Morning Show

Te world has shifed to an online platormwhere people turn or news, entertainment, and socialconnectedness. We asked individuals how they wouldeel about ollowing PCV on social media accounts,how ofen they would like to see posts, what kind oposts they would like to see, and what platorms osocial media they would use to connect with PCV on.

Recommendations: We eel like the morning show needs to usesocial media to gain recognition and attract attention

with the younger generations. Weekly posts couldbe helpul to inorm viewers o the nightlie, events,athletes, and other subjects that viewers want to see.(Described in earlier section) Posting should not beexcessive, but there needs to be a presence.

Quotes/Statistics24% said they would never like to see posts

rom PCV

41% said they would preer to see monthlyposts rom PCV

Te most important posting topics to our sam-ple group were: -Gear and product updates

-Memes/quotes -Do it yoursel projects -Profiles o Olympic Athletes

79% o those surveyed do not currently ollow

PCV on social media platorms

Social Media

Park Citys Main Street is so popular becauseo the hometown eel and amazing businesses. Weasked respondents what they wanted to hear about onPCVs morning show and many said they wanted theshow to be more connected to the happenings o thecity. Giving inormation about events on Main Streetand the nightlie in the surrounding area would makethe show inormative and un.

Recommendations:People want to see whats going on close by

them. We suggest that PCV ocus on the nightlieand local events o Park City to give the show a moreunified view. Local businesses would also respond well.Blending entertainment and inormation about localevents would be a great addition to the show.

Quotes/Statistics:Festival street interviews, meet perounding night lie or arts

A quick recap on news so that I caconnected to the world as I go off but always ending with something

so that I dont go to work depressed

61 percent o the respondents rankporting on nightlie as very impowhen asked, How important wousee each o the ollowing topics in .V. social media posts?

Main Street Events & Nightlife

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

Recommendations:People want to see cooking segments while

watching a morning show. Tey want to see seg-ments that involve cooking with in-season ruits andvegetables or items that most people already have intheir ridge. For this segment it may be un to havekid-riendly dishes or guest cooks. It will be importantto have an overhead camera or this segment but it

would really be worth it.

Quotes/Statistics:Cooking, or comedic entertainment

Ellen.

It would be unny, talk about makeabout being a mom, and talk about and talk about cooking.

5 percent o respondents put othersponding to the question, Which o ing is the most important thing or yin a morning show? Cooking was liother comments.

Cooking more was emphasized in

tion, What additional elements, i ayou like to see on Park City .V.?

When asked, What are your avorio Park City .V.? a ew respondentcooking and sports segments.

Cooking/Recipes/Diets


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12

6

0

2

4

6

8

10

12

14

Yes No

20. Is Park City TV providing you with the

informa=on you need in the morning?

47%

53%

22. Would you watch Park City TV more

o8en if there was more outdoor

footage?

Yes

No

28%

72%

23. Do you feel that Park City TV is

keeping up with other main morning

shows?

Yes

No

63%

37%

24. Are you a resident of Park City?

Yes

No

10

6

4

0

0

2

4

6

8

10

12

Full-,me Part-,me Seasonal Unemployed

25. What is your employment status?

83%

17%

26. Do you consider yourself an outdoors

enthusiast?

Yes

No


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36

The Web andSocial media

Overview

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 o the newest ways that organizations communicate with consumers. Social media allowsorganizations to hold a continual conversation with consumers through the sharing o inorma-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 satisy their needs. Park City elevision already has social media accounts on Facebook, witter, and Ins-tagram. Tese accounts are used airly requently. Tere is an average o two or three posts oneach o these accounts every day. Te content o these posts ranges rom inormation about

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


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38

Social Media Optimization

PCVs current social media posting requencyis adequate, although survey respondents indicatedthat they would ideally only like to see one post perday on Facebook. Currently, PCVs Facebook pageeatures multiple posts per day, which some viewersconsider excessive. I viewers do not find all o thecontent posted as relevant to them, then they will beinclined to unollow, block or hide uture posts romPCV. Content posted on Facebook needs to beengaging and interesting, while not exceeding a rea-sonable limit or the number o posts each day. Most

viewers responded that they would like to see photosand videos o relevant events, celebrities and local con-tent rom PCV. Foll owers utilize PCV as an enter-tainment outlet and not typically a means o obtainingnews or other inormation. Because o this, contentshould be ocused on entertaining and providingunique content or viewers to share with their riendsonline. Many respondents requested more inormationabout local events in Park City, which is not availablein the larger media outlets. Tey also would like to seeinterviews and pictures o athletes sponsored by PCV.Although much o this content is currently available onPark City elevision, there needs to be a more narrowocus on local e vents.

Social media management tools would help to

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

the kind o content.Many o the individuals who responded to an

online survey indicated that they elt Park City elevi-sion had a strong social media presence. Many weresatisfied with the current content posted online, andwere generally aware o the Mountain Morning Show.Viewer 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 first taping. Several responsesrequested on-screen weather inormation as well as

current news events and sports. On-screen giveawaysand opportunities to interact with the cast memberswould increase the viewer interest during the PCVMorning Show. Dedicating five minutes or a portiono the show to live viewer eedback would drive view-ership as well as increase the engagement level o oviewers watching at home or on mobile devices.

PCV also needs to integrate Instagram into

events to pictures o everyday lie in Park City. For themost part, the posts are effective in communicating in-ormation to ollowers and allow Park City elevisionto keep ollowers inormed. Te witter account is es-pecially useul in getting direct eedback rom ollow-ers and effective in giving them individual eedback.Park City elevision is effectively using its social mediaaccounts to stay connected to ollowers, but there are aew recommendations that we eel would help improvesocial media use in terms o the Mountain MorningShow. Park City elevisions social media strategy is

an effective means o keeping viewers engaged whileproviding an online orum where anyone can interactwith the station. Te majority o individuals visitingPCVs social media are interested in the local areaaround Park City, U, and want to stay inormed aboutthe latest conditions and news in the area. Keepingsocial media updated and current is essential to thepublic perception o Park City elevision . Visitors whoare able to find inormation quickly and easily will bemore likely to return to the site more than one time.Tis traffic increases the stations visibility and is animportant part o individuals perceptions.

their morning show program, possibly eaturing photosubmission contests or including live updates o roadand weather conditions in the Park City Area. Iviewers have opportunities to submit content that isaired on the show, then they will be engaged in each

program and invite their riends to also tucreates a viral marketing effect that over timincrease the number o viewers watching Pelevision.

Website Performance

One o the primary areas Park City elevisionneeds to address is the perormance o their website.Currently, the web page takes too long to load andperorms sluggishly when compared to other similarstation websites. Visitors to the site do not want towait or long buffering periods and low quality peror-mance. Increasing the server perormance would helpto retain more visitors rom the site who initially visit-ed the web page. With this higher perormance, PCVcould also eature 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-o-mouth advertising and ulti-mately would be much more effective than investing intraditional advertising channels.

Te ollowing inormation provides recom-

mendations or optimizing PCVs website peror-mance:

Speed: Poor Site speed is important or two main reasons.First, your end-user experience--end-users are morelikely to return to website with snappy perormance.Second, SEO, site perormance affects your rankingwith Google!

Issue:No browser cachingSolution:

Install caching pluginIssue:

Image dimensions not specified

Solution:Speciy dimensions in HML or install plugin to do so

Issue:Media heavy!Solution:Consider use o higher CPU, or VPS hosting

SEO R bl S f F d


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40

SEO: Reasonable SEO stands or search engine optimization.SEO is vital to obtaining a high enough ranking or ap-plicable search terms to generating organic web traffic.Right now, parkcity.tv has low traffic.

Issue:Keyword consistencySolution:Make sure each indexed keyword is represented inprevalent places in the site like the titles, , anddescriptions. See Graphic or keywords

Mobile Optimization: Poor It is projected that by 2016, more than hal oall internet use will be done on handheld devices suchas tablets and smartphones. It is vital or your site toperorm well, and be easy to navigate on mobile devic-es.

Issue:Tere is no mobile version o this siteSolution:Create a mobile version!

Summary of Findings Based upon the data collected rom onlinesurveys and ocus groups, weve determined that ParkCity elevision has a strong social media presence, butneeds to integrate these platorms more effectively toengage viewers o the morning show program. Allow-ing viewers with opportunities to submit photos andvideos to be aired live during the show would increaseviewership and allow viewers and their riends to eela personal connection to the morning show program.Viewer data also indicated that PCV should limittheir Facebook messaging to one or two posts daily,

only providing interesting and sharable content thatis relevant to viewer demographics. Prize giveawaysand promotional offers would attract more ollowersand allow Park City elevision to increase their onlinepresence. Providing these opportunities would alsocreate brand loyalty and attract individuals to thewebsite on a more consistent basis. Finally, improvingthe online server perormance would help to increaseweb site traffic and improve the online user experience.Currently, visitors to PCVs website experience slowloading pages and excessive buffering, which detersthem rom accessing and sharing content on their ownsocial media networks. Web perormance needs to beimproved to allow streaming o high-definition con-tent and a aster browsing experience. Tese changes,

i implemented, will make the most effective morningshow or Park City elevision.


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Works Cited

About ODAY. (n.d.) Te oday Show. Retrieved rom http://www.today.com/id/29055142/ns/today/t/about-today/#.U1iVROZdWEw.

De Moras, L. (2014, March 12). Live And Well: Morning Shows Gain Ratings Ground Tanks o Stiff Competition & Focus On Interactive Programming. Deadline Hollywood. Retrieved rom http://www.deadline.com/2014/03/morning-show-ratings-gains-today-good-morning-america-rivals/.

Guskin, E. (2010). Network: By Te Numbers. Te State o the News Media: An Annual Report on AmericanJournalism. Retrieved rom http://stateofhemedia.org/2011/network-essay/data-page-5/.

Park City elevision (About). (n.d.). Park City elevision. Retrieved rom http://parkcity.tv/about/. Stetler, B.(2013, Sept 27). In Ratings War, G.M.A. Beats oday or Full Season. Te New York imes. Retrievedrom http://www.nytimes.com/2013/09/28/business/media/gma-beats-today-over-a-ull-season.html.

Stetler, B. (2010, Aug 31). V News or Early Risers (or Late-to-Bedders). Te New Yorkimes. Retrieved romhttp://www.nytimes.com/2010/09/01/business/media/01morning.html.

Stetler, B. (2013, April 18). Waking Up on the Wrong Side o the Ratings War. Te New Yorkimes. Retrievedrom http://www.nytimes.com/2013/04/21/magazine/who-can-save-the-today-show.html.

aibi, C. (2014, Jan 28). More People Watching Local Morning Shows In 2013, Study Finds. Huffington Post.Retrieved rom http://www.huffingtonpost.com/2014/01/28/morning-shows-pew-research-center-viewership-audience-local-tv_n_4680813.html.

ennant, . (n.d.) alk Isnt Cheap: A Brie History o the alk Show. About. Retrieved rom http://talkshows.about.com/od/morningshows/p/alkIsntCheap.htm.Te onight Show With Jay Leno. (n.d.) V.com. Retrieved rom

http://www.tv.com/shows/the-tonight-show-with-jay-leno/.Tomas, L. (2009, May 18). op Five Outdoor V Shows. Yahoo! Voices. Retrieved rom http://voices.yahoo.com/top-five-outdoor-tv-shows-3335682.html?cat=47.ucker, K. (2012, Jul 26). Te oday Show, GMA, and CBS Tis Morning: Are these t he

most complex dramas on network television? Entertainment Weekly. Retrieved rom

http://watching-tv.ew.com/2012/07/26/the-today-show-good-morning-america-cbs-this-morning-robin-roberts/Utah. (2013). State o Utah Outdoor Recreation Vision. Utah. Retrieved April 22, 2014, rom http://www.utah.

gov/governor/docs/OutdoorRecreationVision.pdRecode. (2014). Millennials Spend More ime Watching V on Other Devices. Recode. Retrieved April 24,

2014, rom http://recode.net/2014/03/26/teens-twentysomethings-spend-more-time-watching-tv-on-other-screens/

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