Planning & Program Review

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Name :

KVCR Program Review

Principal Preparer
:

Larry R. Ciecalone

Progress Report
Preparer :

Progress Report Type :

Objective Level Report

Version: 16
Group: 2010 -
2011
Type: District Program Review
Last Modified
On: 7/6/2011 12:39:37 PM
Last Modified By: Larry
Ciecalone
State: Submitted (Finalized)
State By: Larry Ciecalone

Instructions

1. Mission

Assume the reader knows nothing about your unit. Please describe concisely
its mission.

KVCR's mission is to be the cultural, educational, informational and
communication center of the Inland Empire.

2. Description

Please describe concisely the following characteristics of your unit. Feel
free to use both narrative and quantitative information.

Purpose

Functions or services

Clientele(s)

Value of your services to the clientele(s), the Colleges, and the
District

Organizational structure and number of personnel by function

Annual budget by object code for the last three years

Hours of operation, location, and other pertinent service
characteristics

Significant changes, if any, since the last program
review

i. The purpose of KVCR is to acquire, produce and disseminate
educational, informational and cultural content via all platforms, TV, Radio,
Satellite, Internet, etc. KVCR is the only locally-owned public television
and radio broadcaster that serves the communities of the Inland Empire and
Desert Cities. KVCR serves the greater Los Angeles area and the Inland Empire
region of Southern California including the Coachella Valley, High Desert, and
Mountain Communities and is the Inland Empire’s only dual licensee public radio
and television station. The station is a non-profit organization, which has
served the community for more than half a century. Its PBS member stations
include KVCR-DT and its multiple program streams on digital channel 24 in
Riverside-San Bernardino, K09XW on channel 9 and KJHP-LP channel 18 serving the
Coachella Valley. Its NPR member station operates on 91.9 FM in Riverside-San
Bernardino and 89.1 in Hesperia.

ii. KVCR is comprised of KVCR 91.9 FM and 89.1 FM, KVCR TV on 24.1,
24.2, 24.3 and 24.4. In addition, we provide two TV channels of service in
the Coachella Valley. KVCR TV is available to viewers on cable, satellite,
telco, broadcast. KVCR provides news and information on 91.9 and 89.1 using
local content, NPR, PRI and APM. KVCR TV provides local programming, PBS,
APT and NETA. KVCR is launching FNX: First Nations Experience channel. It
is the first of its kind in the country.

iii. KVCR serves the students, faculty, staff and administration of
the San Bernardino Community College District, Crafton Hills College and San
Bernardino Valley College as well as the citizens of the Greater Los Angeles
area with a primary focus on the Inland Empire and the Coachella Valley.

iv. KVCR provides TV and radio training opportunities for students
in the RTVF program or any other students at both Crafton and Valley.
Students get hands-on training with state-of-the-art technology and have
the opportunity to work with our professional staff in production, engineering,
marketing and other areas. In addition, KVCR broadcasts information
about events and activities on both campuses and the district operations in the
form of news and public service announcements.

v. KVCR is overseen by the President of KVCR along with a four member
management team and staffed by 20 classified employees of which three of the
managers and five classified staff are paid by the foundation. The KVCR
Educational Foundation, Inc. is a nonprofit public benefit corporation organized
under the Nonprofit Public Benefit Corporation Law, the Implementing Regulations
of the San Bernardino Community College District, and the Master Agreement of
the San Bernardino Community College District. The purpose of the Foundation is
to be an auxiliary organization of the San Bernardino Community College
District, subject to applicable provisions of the California Educational Code
and Title V of the California Administrations Code. The primary mission of the
Foundation is to meet the funding requirements of KVCR, a wholly-owned
broadcasting affiliate of the San Bernardino Community College District.
Administration by the Auxiliary of the functions and activities of the stations,
instead of administration by the district, is deemed to be more effective in
accomplishing functions and activities than would be possible under the
District’s budgetary, purchasing, and other fiscal procedures.

vi. KVCR Budgets: FY08 - Total = $8,728,194 / District = $2,783,345 (32%
of the budget); FY09 -  Total = $7,622,708 / District = $1,807,741 (23% of
the budget); FY10 - Total = $10,012,254 / District = 1,652,758 (17% of the
budget); FY11 - Total = $9,174,072 / District = $1,472,152 (16% of the
budget)

vii. KVCR resides on the campus of Valley College on the southwest
corner behind the business building.  KVCR is a 24/7/365 operation with
office hours from 8:00 a.m. to 5:00 p.m.

viii. This is the first program review for KVCR.

3. Outcomes and Other Measures of Effectiveness

Identify at least one essential measure of effectiveness for each major
operation of the unit. (See Effectiveness Measurement Guidelines and
Examples.)

Include at least one baseline measure or measure of progress on a
well-defined outcome.

Include at least one measure showing effectiveness in responding to the
Colleges’ needs.

For each measure, identify the assessment method you used.

Please summarize the results of the measures you have applied. If results
showing trends over time are available, please report them.

a.  TV - Nielsen Ratings.  Radio - Arbitron Ratings.

b.  This is the baseline year with 850,000 viewers and 7,000
listeners.

c.  Number of students enrolled in RTVF program. The new facility will
enhance the RTVF program and enrich student experience.

d.  Monitor quarterly ratings from Nielsen and Arbitron.

e.  This is the first year of the program review.

4. External Opportunities and Challenges

Describe any external opportunities that might lead to unit improvement
over the next three to five years.

Describe any external challenges (e.g., legal requirements, budgetary
constraints) that might limit operations or improvement over the next three to
five years.

a.  KVCR BEACoN Project - The vision for the BEACoN project is to build
a unique instructionally based collaboration and partnership with area K12
districts, Community Colleges, Universities, non-profits and the business
sector. BEACoN stands for Business, Education, Arts, Communications and
Non-profits. The primary plank that makes this work is the education component.
This project will greatly benefit and enhance the learning opportunities for
students from 10th grade through a Masters Degree. Using the KVCR Innovation
Centre as the hub, partners will create an educational environment that equips
students, many of whom are first in their families to attend college, to be
conversant with technology and media in all disciplines and across all
technological platforms providing educational opportunities at all levels,
producing content to be used on all platforms that now exist and those developed
in the future. We know that in this ever-shifting world of technology, the only
sure thing is the insatiable appetite for new content. The students will create
content to serve communities in the area, giving communications students
practical experience and showcase the broad opportunities available in the area.
The programming will be available to more than 5 million households in Riverside
and San Bernardino counties including Palm Springs region. (Potential to reach
18 million people signal wide with the inclusion of Los Angeles and Orange
counties)

b.  Budgetary restrictions limit expansion but in the current economic
climate most operations are in survival mode.  When challenges occur, we
look for the opportunities.

5. Analysis and Evaluation

Analyze the implications of the assessment results and external factors
for your unit.

In light of your analysis, what are your unit’s main strengths?

In light of your analysis, what are your unit’s main
weaknesses?

a.  TBD

b.  Visionary, collaborative and adept at partnering.

c.  Shortage of both staff and funds.

6. Three-to-Five Year Vision

Describe your unit as you would like it to be three to five years from
now.

a.  1. Reduce or eliminate reliance upon funds from the district.

2. The new First Nation Experience (FNX) channel will launch locally,
nationally and internationally. FNX is a 24/7 multi-platform digital media
experience dedicated as an outlet for American Indians to express and share
their experience with authenticity and accuracy. FNX is a cross-cultural bridge
to voices from other indigenous societies as well as the general public that
share common values and interests.

3. The BEACoN project will be fully developed in the Inland Empire and
the Coachella Valley. The vision for the BEACoN project is to build a unique
instructionally based collaboration and partnership with area K12 districts,
Community Colleges, Universities, non-profits and the business sector. BEACoN
stands for Business, Education, Arts, Communications and Non-profits.

4. The emergency services project will be fully operational. KVCR
FM/TV proposes that the digital communication technology now in place at KVCR be
utilized by the Counties to enhance existing plans and processes for public
safety and emergency preparedness in Riverside and San Bernardino Counties.
Properly planned and implemented, it will increase the probability and ensure
essential services needed in times of disaster, for all residents in the
Counties. The Counties have agencies with plans for Disaster response and
management. KVCR brings to the table communications expertise and infrastructure
that will significantly enhance the ability of public safety officials and the
public at large to manage the disaster in ways not available here-to-fore. We
are prepared to provide key station personnel to work with County officials and
programs to determine how digital technology and the expanded broadcast capacity
can best be used to help accomplish their respective missions.

5. Increase the KVCR Annual budget from $8.5 million to $15
million - $25 million. This would afford the station to support the FNX
channel, add news as well as additional services including customer service,
fundraising and outreach.

6. Increase the KVCR staff from 30 to 150. A staff of this size
would provide the necessary manpower to support the FNX channel, local news on
KVCR, Major Gifts, Mid-Level Giving, additional customer service and outreach
activities.

7. Phase two of building expansion to approximately 65,000 square feet. As
the FNX channel expands additional space will be needed to house a larger
staff.

7. Impact on the Colleges and the District

Describe the most significant relationships with other District operations
and College operations.

What major impact does your unit have on them?

.What major impact do they have on your unit?

How do your mission, vision, and goals contribute to the Board Imperatives
and the District and/or College mission, vision, strategic directions, and/or
goals?

a. KVCR provides three primary functions for the colleges and the
district:

1. A learning lab for students to work in a state-of-the-art facility with
hands-on training in both TV and radio. KVCR has now expanded its role in
hands-on training via the RTVF program. Allowing students the opportunity to
receive hands-on experience with a real television and/or radio station is
priceless for students. If students are willing to spend time in our studios,
they will observe a different experience not seen in the classroom. The KVCR
studios can present the situation of being "LIVE" which adds another element of
broadcasting. It also allows students to add more to their young
resume.

2. Provides a broadcast outlet on both television and radio to reach the
general public, which touches more than 1.2 million people each month.
Marketing, public service, special events, etc. are communicated on a daily
basis. This is a terrific opportunity for the district and colleges to reach the
general public to share their messages of enrollment, special programs, college
activities and college fundraisers. This is valuable asset KVCR brings to the
district. For the seventh year in a row according to the Roper Poll, PBS
(therefore KVCR) is the most trusted organization, considered an exceptional
value (2nd only to the military), is considered fair, and the leader in
addressing important issues. For this reason many companies nationally
and locally align themselves with PBS and NPR. Here in our region, nearby
colleges and universities spend thousands of dollars with KVCR to reach our
audience. They understand the value of PBS and NPR and the brand associated with
both entities. Our greatest impact provides the district and colleges the
opportunity to keep their name out in the community with every "on-air" message.
The "San Bernardino Community College District", "San Bernardino Valley College"
and "Crafton Hills College" name can be heard for miles throughout Southern
California with two slightly different audiences, the PBS and NPR
audiences.

3. Provides educational programming made available to faculty and students in
the classroom and at home. This year, KVCR has created an
additional resource for faculty and students. Each semester KVCR will
send emails to faculty if KVCR is broadcasting a program that may be
valuable to the class curriculum. Thus far KVCR has received positive feed back
from many faculty members, and who have requested the notifications keeping
coming. The resources have served courses taught in Anthropology, Art,
Astronomy, Biology, Child Development, English, Geology, History, Human
Services, Music, Religious Studies, Physical Education, Political Science,
Psychology, Sociology and Theatre Arts. KVCR has something for everyone!

i.  As technology has changed and Distance Education migrated from TV to
the web, which is a true benefit for students, but it omitted a large
contribution that KVCR once provided to the campuses' enrollment.

ii.  The campuses have a major impact upon the success of not only the
RTVF program, but also the BEACoN Project and the Communications Career Academy.
District operations and procedures impede our ability to move quickly and cost
effectively in providing functions and activities. The district can impede
the potential of recruiting and hiring and retention of staff.  These
are two of the greatest impacts on the function of KVCR.

8. Other Pertinent Information

Include here any other information you regard as necessary for a full
understanding of your unit.

The KVCR Foundation: The Auxiliary's function is to raise and/or receive
gifts, property, and funds to be used for the benefit of the District's
television and radio stations (KVCR-TV/FM). In turn, KVCR-TV/FM shall use the
gifts, property and funds raised and/or received by the Auxiliary for supportive
services and specialized programs for the benefit of the District stations,
including the following:

To extend and improve the District's contact with the members of the
communities of San Bernardino and Riverside;

To improve services to the communities served by the District such as
local television and radio programming and national television programming
with a cultural and/or educational character;

To provide media-related educational opportunities to the District's
students, such as internships with KVCR-TV/FM.

KVCR is a unique operation in that it serves the district, CHC and Valley,
but also the entire Greater Los Angeles area consisting of more than 18
million people.  Because the bulk of our funding comes from
non-district sources, we are able to provide opportunities to our students and
messaging to the public that would be difficult or impossible for an educational
entity to access without a TV and Radio Station.  KVCR creates a synergy by
blending district funded operations with non-district funded operations keeping
our cost of doing business way down.  KVCR also helps provide training to
students to launch their careers in the media.  We also hire many of the
students that come to us from the RTVF program at Valley.

9. Goals, Objectives, Action Plans, and Resource Requests

Goals (with priority rank) over the next three years

Objectives (with priority rank) under each Goal

Principal Activities under each Objective, if available

Timeline for completion of each Activity or Objective

Person responsible for ensuring completion of each Activity or
Objective

Progress on or achievement of a given Goal or Objective does not
necessarily require additional resources. For Goals and Objectives that do
require resources, enter the following information:

Resources required to achieve Goals and Objectives over the next three
years, with description and rationale for each

Identification of associated Goals or Objectives

Type of Resource

Expenditure Category

One-time/Ongoing

Estimated annual cost (or savings) for the next three
years

1 - Goal - Ratings

Goal: Increase Ratings on TV

Goal will show an increase in ratings and thus total audience from 850,000
to 950,000, an 11% increase.

Action Steps:

1. Assess national program offerings within budget that are likely to
draw the largest audiences (KVCR Program Manager)

2. Assess local needs and issues to address with local programs (KVCR
Program Manager)

3. Work with KOCE and KLCS to develop complementary program and
promotion schedules in order to assist viewers in
finding programs they enjoy on one of the three PBS
stations (KVCR TV Station Manager and Program Manager)

Priority Rank:

1

Objectives:

1.1 - Objective - Larry Ciecalone

Action Steps:

Assess national program offerings within budget that are likely to
draw the largest audience (KVCR Program Manager)

Assess local needs and issues to address with local programs (KVCR
Program Manager)

Work with KOCE and KLCS (Southern California PBS Stations) to develop
complemtary program and promotion schedules in order to assist viewers in
finding programs they enjoy on one of the three PBS stations (KVCR-TV
Station Manager & Program Manager)

Priority Rank:

1

Start Date:

07/01/2011

End Date:

06/30/2012

Responsible Person:

Larry Ciecalone

Resource Requests:

1.1.r1 - Larry Ciecalone

Description

No additional resources are nesessary. Success with this goal should
translate into additional members and underwrting revenue.

Rationale

Resource Type:

Ongoing

Expenditure Category:

Other

First Year Cost/Savings:

$0.00/$0.00

Second Year Cost/Savings:

$0.00/$0.00

Third Year Cost/Savings:

$0.00/$0.00

10. Progress Report on Last Cycle's Goals, Objectives, and Actions

Estimate progress to date on each of the last cycle’s Goals, Objectives,
and Activities.

Any uncompleted Goals, Objectives, and Activities that are still important
should appear in the Goals, Objectives, and Action Plans section
above.

DNA - this is the first review.

11. Process and Participants

Describe briefly the main steps of the process that produced this
report.

List the name and function of each participant in that process.

Include as many members of the unit as possible in the preparation and/or
review of this document. It should not be the product of the manager alone or
of a small proportion of unit members.

Describe the plan for future assessment cycles, particularly if not all
measures were applied in current cycle.

a. Reviewed plans such as mission statement, visions, BEACoN, Nielsen and
Arbitron ratings, programming, etc.

b. Larry  R. Ciecalone-President; Kenn Couch-TV Station Manager; Ben
Holland-Program Manager; Lillian Vasquez-Marketing Coordinator

c. Participants will include management and lead staff from KVCR.

d. Plan will be assessed annually.

12. Supporting Documents

LA PBS RATINGS 5-2011.xlsx

ORG CHART KVCR 1-25-11 CURRENT DIST ONLY.xlsx

SBCCD © Copyright 2011