051麦肯锡-公共电视运营模式.ppt

Developing a Sustainable Economic Model for Public Television PROJECT ASPIRATIONS AND KEY QUESTIONS CHALLENGES: BOTH STATION ECONOMIES AND PROGRAM DEVELOPMENT ARE AT-RISK CHALLENGES: ONLY GROWTH AREAS ARE UNRELATED BUSINESS AND UNDERWRITING CHALLENGES: HISTORICALLY, THE SYSTEM HAS GROWN THROUGH DIVERSIFICATION – NOW ALL REVENUE SOURCES ARE THREATENED CHALLENGES: NET STATION MEMBERSHIP REVENUE HAS DECLINED IN REAL TERMS SINCE 1990 CHALLENGES: DECLINES WILL CONTINUE IN NET MEMBER SUPPORT CHALLENGES: STATION HAVE MET THESE CHALLENGES IN THE PAST BY CONTROLLING COSTS ACROSS THE BOARD CHALLENGES: REVENUE DECREASES WILL PROMPT REPEATED PAINFUL COST REDUCTIONS CHALLENGES: CAPITAL INVESTMENTS MAY FURTHER REDUCE AVAILABLE FUNDING CHALLENGES: NATIONAL PROGRAMMING, LIKEWISE, FACES UNPRECENTED PRESSURES CHALLENGES: NO RELIEF FROM TRADITIONAL PROGRAMMING FUNDING SOURCES CHALLENGES: INCREASINGLY, NATIONAL PROGRAMMING DOLLARS HAVE LESS LEVERAGE RELATIVE TO COMPETITION CHALLENGES: INDEPENDENT COMMERCIAL BROADCAST STATIONS FACE SIMILAR PRESSURE AND ARE RESPONDING WITH SIMILAR SOLUTIONS – INCREASE SCALE AND IMPROVE PRACTICES OPTIONS: WE BEGAN THE PROCESS BY DEFINING A SET OF CRITERIA OPTIONS: A BROAD RANGE OF IDEAS WERE COLLECTED THAT WE BELIEVED MIGHT MEET THE CRITERIA OPTIONS: WE ANALYZED THE IDEAS AGAINST EACH CRITERION OPTIONS: THREE POTENTIAL SOLUTIONS PASSED EACH SCREEN SOLUTIONS: MAJOR GIVING HAS A POTENTIAL IMPACT – $20-$35 MILLION NET REVENUE SOLUTIONS: CASE STUDIES OFFER USEFUL ROLE MODELS FOR STATIONS LAUNCHING HIGH TOUCH DEVELOPMENT EFFORTS SOLUTIONS: SUCCESS REQUIRES SIGNIFICANT ACTION SOLUTIONS: MEMBERSHIP STAFF OUTNUMBERS MAJOR GIVING STAFF OVER 6:1 SOLUTIONS: KEY ELEMENTS OF OUR PLAN WILL INCLUDE DEVELOPING CAPACITY AT STATIONS – WITH GMs AND BOARDS, AS WELL AS WITHIN DEVELOPMENT DEPARTMENTS SOLUTIONS: SYSTEMWIDE OPERATIONAL EFFICIENCIES HAS THE POTENTIAL FOR $40 - $200 MILLION SOLUTIONS: BROADCAST OPERATIONS WORK FLOWS PROJECT SOLUTIONS: NATIONAL PROGRAMMING’S O