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Once an ITVS-funded show is completed, our goal is to ensure that the program reaches the communities it serves as well as a large television viewership. At this stage, filmmakers work closely with the broadcast, distribution and communications department to assure maximum exposure. ITVS provides a range of services to secure broadcast, generate press interest, build grassroots community awareness, and enhance the program's reach with website and Internet exposure.
ITVS works to generate interest among the following constituencies:
- public television (PTV) programmers, to ensure the program is scheduled for broadcast throughout the licensing period
- the media, to ensure the broadcast is written and talked about
- targeted and general audiences, to ensure the program is watched, discussed and used
BROADCAST DISTRIBUTION
All ITVS-funded programs are submitted to PBS's programming staff, as well as to PBS programming strands such as P.O.V., Frontline and American Masters, which have first right of refusal. This process usually takes four to six months, depending on how quickly the staff at PBS makes their decision. (A P.O.V. decision usually takes eight to nine months from the application deadline).
PBS is not a network, but an affiliation of PTV stations. Each individual station has control of its own schedule. There are three broadcast paths for ITVS-funded programs:
1) The NPS (National Programming Service or "hardfeed"), accepts a limited number of "one-offs" or specials. The NPS also includes PBS strands such as P.O.V., American Experience and Frontline. If selected for the NPS, a national airdate is chosen and PBS encourages stations to broadcast the show on that date. However, stations are not obligated to do so, hence the phrase "check local listings."
2) If a program is not accepted for the NPS, it is automatically submitted to PBS Plus ("softfeed"), which includes the series Independent Lens. Programs accepted for PBS Plus are not given a national airdate. Instead, they are offered to stations for a specific month, based on a broadcast hook ITVS formulates that will appeal to programmers.
3) If NPS and PBS Plus pass on a show, it becomes an ITVS offer. We buy satellite time and feed the program directly to every PTV station.
About one-third of ITVS programs are selected for the NPS; one-third are on PBS Plus; the remaining shows are ITVS offers. All programs receive station relations support. The degree to which programs receive publicity, outreach and website support depends on the viability of each individual program.
Due to budget and staff constraints, ITVS is unable to submit applications to festivals for producers. If the maker's goal is to participate in festivals, we encourage them to do so, but in concert with the PTV launch. Makers should keep in mind that even the most successful festival run cannot deliver the size and depth of audience that a film will receive when it is broadcast on public television.
STATION RELATIONS
The station relations manager works to ensure that all ITVS programs are aired as often as possible throughout the four-year license period. Station relations strategies are implemented for every show, regardless of the broadcast venue. ITVS station relations efforts include sending programmers a screening cassette and an email of the program offer, follow-up telephone conversations, ITVS staff attendance at numerous programmer conferences throughout the year, participation in the PBS monthly programmer video teleconference, sending programmers updated "ITVS Shows in Rights" catalogs biannually, sending programmers helpful emails with suggestions for how they can pair ITVS programs with other shows on the NPS schedule, and creating on-air promos for station publicity use.
In addition, ITVS tracks all the broadcast ("carriage") dates, and carriage reports are provided to producers beginning with the initial broadcast. Reports are also available throughout the broadcast licensing period, at the producer's request.
PRESS & PUBLICITY
Once a broadcast date has been confirmed, the communications and publicity manager meets with the producer to discuss a publicity campaign tailored to that show. Mainstream, alternative, ethnic, niche and electronic press opportunities are discussed. The communications and publicity manager is also available to consult regarding festival participation prior to the broadcast campaign, as time allows. In general, we do not have the resources to support festival publicity, but because of the potential for high visibility at the Sundance Film Festival, ITVS works to ensure that our programs have adequate PR representation there.
We create a television press kit (elements include: press release, photo slicks, slides, etc.) which is sent to TV critics and feature writers. For most programs accepted for NPS and PBS Plus, we hire an outside publicist to spearhead the PR campaign. Together, ITVS staff and publicists work to secure coverage in print and online publications as well as television and radio interviews when appropriate. Six months following the PTV launch, ITVS sends producers a press book containing a complete set of press clippings.
OUTREACH
Outreach begins with the assumption that there is an identifiable audience with a particular interest in the issues raised in ITVS-funded programs, and that we need to make a special effort to reach these audiences, many of whom don't watch public television. We create strategic partnerships with issue-based organizations, and encourage them to use the show and its broadcast as an opportunity to support their efforts in education and stimulating community dialogue. We coordinate our outreach efforts with local public television station outreach staff, particularly on shows with a hometown connection.
Depending on broadcast and the interests of the outreach partners, we create supporting materials such as tune-in postcards, flyers, viewers' guides, resource lists, curriculum materials and website content.
ITVS's pioneering Community Connections Project (CCP) consists of field organizers working in select cities across the country who do in-depth local community outreach for ITVS shows. Working closely with organizations and PTV station outreach staff, they maximize impact beyond broadcast. The CCP coordinators bring together representatives from diverse communities who share an interest in the subject of the film.
THE WEB - www.itvs.org
The ITVS website includes a search engine whereby viewers, programmers and the press can search for programs by title, producer's name, genre or theme (i.e. rural issues, African American, labor, etc.). When a producer signs the ITVS licensing agreement, the program goes "live" with a show synopsis page which includes broadcast and comments links. We encourage audience participation through the viewer talkback sections, which also provide feedback for filmmakers.
ITVS creates unique websites for the majority of our shows; the size, depth and scope of the site depends on available content and whether there are other sites on the same topic. ITVS's award-winning website team (producer, designer, developer and writer/editor) has created sites chosen as "Yahoo! picks" and U.S.A. Today.com "Hot Sites of the Day."
We create and launch websites in the order of a program's scheduled broadcast date. Sites go live approximately one to three weeks prior to the initial broadcast. During the month of a program's broadcast launch, these sites are featured on the ITVS home page. We also promote the ITVS website through listings with search engines and reciprocal linking with related sites.
Websites created for programs on the NPS or PBS Plus are usually hosted on pbs.org - the number one dot.org site in the world (summer 2001 Nielsen NetRatings). These in-depth sites live at the PBS website exclusively for one year. After that time, they are hosted at both pbs.org and itvs.org or itvs.org only. All sites created for itvs.org will continue to be hosted beyond the broadcast and PTV license period, in perpetuity.
For examples of ITVS show-specific sites, go to program sites A-Z.
