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8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 123
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8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 223
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()(+- 01(234()Based on research come up with recommendations about how to create a new and improved MountShow for Park City Television to reach and engage 3 target audiences
BC -997))92DC E92FC G)9HI)7amp))9 J(7)7
$ampamp(()ampMillennials are an important demographic for any business and Park City TVwants to create a morning show that will have greater appeal primarily to millen-nials in Utah as well as to the large national audience of millennials
+-)ampLocal support contributes to the success of any organization and that is especiallytrue with a local television morning show Park City TV wants to garner morelocal viewers from Park City and the surrounding Utah community by makingthe morning show more appealing to local interests
)()amp01(2()()amp 456(-Park City TV wants to off er a little bit of everything so that it can appeal to abroad national audience and to some extent an international audience
7)2-8 92)Conduct secondary research on the history and background of morning showsto better understand what elements contribute to making a successful morningshow
Conduct primary research through focus groups surveys and social media to de-termine more speci1047297cally what people think of the Mountain Morning Show and
to determine what can be done to better reach target audiences with the Moun-tain Morning Show and make it more appealing to the target audiences
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 323
lt
567+89 lt+9397 amp-=)
=gt2gt
Morning shows are television news pro-
grams shown live typically between 6 and 10amTey are ofen hosted by one person or asmall group of people and the show is designed
to be informative and entertainingT
is com-bination is known as infotainmentTe 1047297rsthalf of the morning show targets individualswho are getting ready for their day and preferwatching hard news Because of this the showsfeature some updates of recent events includ-ing political news business news and sportsnews as well as various interviews Anotherimportant element of morning shows is theforecast for the day and for large cities trafficreports Te second half of the show has moresof news where they show lifestyle interviewsand entertainment stories Morning showsfrom many TV channels off er a break for localstations or affiliates to air a small newscast that
serves as a recap of major local news headlinesMorning shows follow this same format inmany countries around the world Approxi-mately sixty-one countries use a similar formaton their own TV channels
8102019 Comms 318 Mountain Morning Show Book
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A
$2(( 98 9)-
For years morning shows had seen declining viewership particularly since 2004 An average of 124million people watched network morning news in2010 down 3 percent from 128 million in 2009 Onaverage viewership had been declining by 382000 viewers a year However not all the morning showssuff ered major declines Viewership of ABCrsquos GoodMorning America held steady at an average 43 mil-lion from 2008 to 2010 ratings were also stable at 32
share grew in 2010 to 124 up from 119 which meansthat a higher percentage of people who happened tobe watching TV during that time period were tuned toABC than the year before
Unfortunately for the CBS Early Show theysuff ered the largest loss in viewership falling to 29 mil-lion viewers from 31 million Ratings fell to 22 from23 in 2009 CBS share fell by 3 points to 85(Guskin 2010)
Afer a major decline in viewers for mostmorning shows from 2004 to 2010 audiences formorning shows have begun to grow since 2011 Anaverage of 131 million people watched the three majornetwork morning news programs up 54 percent from124 million in 2010 which is an increase of 666400 viewers for the year on average
While the Internet is responsible for some lossin potential morning show viewers as stated previous-ly early morning newscasts have been doing fairly wellover the past couple of years compared to the rest ofthe television business Tis is due in part because peo-
ple are busy getting ready for their day and are morelikely to turn on the TV than to take a moment tosearch something on the Internet However morning viewership can vary greatly depending on the marketbecause some people are more night owls then morn-ing people For example the Birmingham Ala marketis relatively wide awake at as early as 430 am with267 percent of households tuned in to early morningnewscastsTe Salt Lake City market has the lowestpercentage with 91 percent (Stetler 2010)
Morning news audiences skewed slightlyyounger than evening news audiences and were morelikely to be female Te average age of a regular morn-ing news show consumer in 2010 was 51 which is 1047297 veyears older than the average survey respondent andtwo years younger than the average evening news con-sumer (Guskin 2010)
Over two-thirds or 68 of morning newsaudiences were female compared to 52 of the sur- vey populationrdquo Currently more people are watchingmorning shows than in the past few years (Taibi 2014)Te following is a list of additional demographic infor-mation for what types of people watch morning showsGender of morning news viewers 38 percent male 62
percent femaleAges 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 TVthan men especially those with school-aged childrenIdeology of morning news audiences 25 percent Re-publican 29 percent Independent 39 percent Demo-crat
BC2)D8- E$2(( 98 F2
Education level of morning news audiences 27 per-cent college graduates 27 percent have some college46 percent of a high school diploma or less education(Taibi 2014)
Morning shows have proven to be a verylucrative business While the Internet has upendedthe nightly news and on-demand services like Net1047298ixcontinue to disrupt prime time the morning shows re-
main one place in the TV industry where the businessmodel still really works at least for now ldquoTodayrdquo earnsNBC $500 million in annual revenue because of its 1047297 vemillion 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 $100000 per epi-sode as opposed to $1 million or more for a TV dramaepisodeTese things combined have led to a prolifer-ation of talk shows and morning shows which is partof the reason why competition is so intense betweenmorning shows (Tennant nd)
Some of the most popular morning shows onthe air are Good Morning AmericaTe Today ShowTis Morning Morning Joe and New Day (Stetler2013) Good Morning America (GMA) at its numberone spot among successful morning shows has over53 million viewers on an average week day which is700000 more than second-placed Today Show (Stetler2013) Much of GMArsquos success can be attributed to thecontent they have on their show In the last few yearsGMA has become more entertaining with its storiesranging from serious news stories and sensationalcourt cases to celebrities and current trends WhileGMArsquos rivals dismiss the show as too tabloid-oriented
ABC defends GMArsquos coverage as a re1047298ection of what viewers 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 funny thingsintriguing subjects and good storytelling
Other major elements that contribute to thesuccess of these morning shows are the morning hosts
or anchors as well anyone else who runs thPeople ofen develop virtual relationships hosts and the nature of those relationshiper good or bad can ofen determine how ipeople are in watching the show Te relatdevelop can be comparable to the 1047297xation with their favorite celebritiesTe better pconnect with these hosts the more willing be to invest their time and attention to watshow Bernard M Timberg of the Museumcast Communication said ldquoTe host maindegree of control over their show from su
to comedic tone Tey are also the brand ary that burdenTe host can attract and renegotiate in kind for their program and inname a successor when they retirerdquo
Timberg also gave advice on anothaspect to morning show success He said ldquomust be experienced in the present tense wis broadcasted live or taped in front of an earlier in the dayTey should feel fresh aare happening in the moment even if the s10-year-old rerunrdquoTese are important elincorporate to create any successful show
Good Morning America ABCrsquos Good Morning America haone news anchor one lifestyle anchor and anchorTey themselves come from variougrounds as well For example one of the hRoberts is 53 and she studied communicatbreast cancer and publicly declared she is anumber and personalities of anchors play the set up and execution of each morningorder length and type segments that the sTe following is an outline of a typical GMbull 0000 - 0105 - Breaking newsbull 0105 - 0710 - Other news
bull 0710 - 0820 - Weatherbull 0820 - 1045 - Over the shoulder grap
and voice over videobull 1045 - 1249 - News with correspondebull Washingtonbull 1249 - 1500 - More newsbull 1500 - 1728 - Other newsbull Commercial break
$(G ( $2(( 98
95--E5amp $2(( 98 98 H2C)
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 523
J
bull 1728 - 3145 - Newsbull 3155 - 3218 - Traffic updatebull 3218 - 3336 - Newsbull Commercial break
bull 3336 - 3652 - Pop newsbull 3652 - 3915 Newsbull 3915 - 4729 Dancing Cast Revealedbull Commercial break
bull 4729 - 5443 Dancing Cast Revealedbull 5443 - 5647 News on Oscarbull 5647 - Wrap Upbull Total Running Time 010450
NBC Today
NBC Today is similar to GMA It has a 2 mainhosts Matt Lauer who is 56 years old and SavannahGuthrie who is 42 years old Today also has a weatheranchor a news anchor and a social media reporterTe following is typical outline for Todaybull Breaking news 3 minutesbull Breaking news follow up 3 minutesbull Interviews with specialists possibly done
standing upbull Developing news 5 minutesbull Weather 2 minutesbull Short commercial break
bull World news special interest 3 minutesbull Orangeroom (social media reporting) 2 minutesbull Live tweetingbull Long commercial break bull Developing news 4 minutesbull Interview 8 minutesbull Pre-recorded done in intervieweersquos homebull Short commercial break bull Orangeroom 1 minutebull Developing news 4 minutesbull OrangeRoom 1 minutebull ldquoWhatrsquos Trending - 4 minutesbull Celebrit y interview 4 minutesbull Everyone sitting on the same couchbull Interview (continuing from earlier interview) 5
minutesbull Technology 3 minutesbull OrangeRoom 1 minutebull Commercial break bull Backstage with viewers 3 minutesbull Music live performance and interview 5 minutesbull Total run time 88 minutes In NBCrsquos Today show about every half hour
the anchors and other hosts would switch from sittingaround a high table to sitting on a couch Te col-or scheme of the set was orange and blue Te most viewed clips from the show are news interviews notcelebrity interviews and in most cases you canrsquot watchthe entire show online No news was repeated exceptfor the weather
Late Night Show
Late night shows are distinct from the theirmorning show counterparts but similar principles
and formatting apply to late night shows as they do formorning shows One major advantage that late nightshows have over morning shows is their shareabilityon social media and how they draw people to re-watchsegments of the show online Tis is due in part totheir unique content and format Jay Lenorsquos Late nightshow is one of the most successful late night showsand the following is an outline of a typical showbull Announcer talks about opening creditsbull Te 1047297rst part is a 10 minute monologue from Leno
talks about current events with comedy mixed inbull Example jokes based upon the facts of current
government blundersbull Second part is a comedy sketchbull Tis can be extremely varied ofen itrsquos comedy
involving spoofs on current events and popular1047297gures
bull Tird part and fourth parts are an interview with amain guest
bull Interviews can be extremely varied but they areofen with celebrities political 1047297gures actors andmusicians
bull Fifh part is an interview with a second guestbull Guests also are variedbull Te last segment is usually a musical performance
but sometimes a comedian performsbull Various bands and singers performed Park City TV is a licensed TV station founded
in 1987 that has developed a large and loyal audi-ence Park City TV broadcasts throughout SummitCounty to EvanstonCokeville WY as well as alongthe Wasatch Front in cities such as Payson ProvoSalt Lake City Ogden Logan Tooele and GrantsvilleTe total coverage for Park City TV gives the networkapproximately one million viewers Te basis of thisnetwork is a coverage of action sports action snowin particular Its purpose is to aim for young peopleincluding the young at heart Park City TV also has aFacebook and a Twitter page to promote the stationand reach out to its viewers Park City TV off ers manydiff erent services including the following
bull Show hosts who live work and play in the commu-nity
bull Show hosts tell people what theyrsquove learned aboutsuch as concerts restaurants and recreationalactivities happening in Park City and along theWasatch Front
Ideas for nightly dinner segments
bull Entertainment newsbull Headlines of national newsbull Minute by minute schedule of events and
pening on the show bull Online streaming availability for all showsbull Combining of LIVE local broadcasts that
news local events entertainment LIVE mterviews weather sports and a myriad of
bull Park Cityrsquos Emmy Award-winning TV stasports US ski and snowboarding music a
bull On Twitter at Park City TV with 5184 plubull Skyped athletes from Sochi during the Wi
Games of 2014bull Live stream available 24 hours a day on an
or device with internet accessbull Te station has an interactive map that shthey shoot or what the resort looks like
bull Short feature videos are available of PCTVshoots in Park City as well as other locatiocountry
(Park City Television nd)
K)2L MG NF
8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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Local Park CityUtah Residents
Park City Television 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 ofwhich are white but there are is also a large Hispanicdemographic in Utah One of Utahrsquos biggest contribu-tors to itrsquos economy is tourism Utah has an abundanceof national parks ski resorts lakes rivers and otherfeatures that make it a prime location for outdoor rec-
reation and so people from all over the country cometo Utah to participate in these outdoors activities Butthat means there equally as many opportunities forUtahns to take advantage of Many people who livein Utah participate in outdoor recreational activitiesAnd in particular because Utah is known for a placewhere many families come or stay to raise their kidsfamily activities and events that take place in Utah areespecially appealing to locals Te Mountain Morningshow is capable of taking better advantage of the manyoutdoor activities and events that are family friend-ly and this can be realized by having the MountainMorning show feature more of these family friendlyoutdoor recreational activities (Utah 2013)
NationalInternational Audience
Currently Park City Television is broadcastmainly to people living in Utah and surrounding ParkCity It relays information that is relevant to the peopleliving in these areas and it caters to the self interest ofthese people In order for Park City Television to reachmore of a broader scale in the United States they needto come up with information that is relevant to morethan just the people who are living in Utah Tey needto see some sort of value that they can connect withand use in their daily livesTis could consist of ideassuch as reporting news that is more on a national scaleof impact as well as incorporating guests and segments
from all over the country On an international scalemany people tune in to keep up with their favoriteathletes or the live action that is involved with thenews coverage By incorporating this action and thefamous athletes that these people love it may be agreat opportunity to grow and connect more with aninternational audience (Park City TV 2014)
8102019 Comms 318 Mountain Morning Show Book
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lt
Ideas for SegmentsContentbull Run time 88 minutes of programming 32 minutes
of commercialsbull All diff erent types of sports newsbull How to segmentsbull eg Show how to rock climb on set by bringing in
rock climbers with all their gear and with a rockclimbing wall
bull eg Demonstrate survival skills needed for being
stranded in the mountainsbull Features of Sports Repair placesbull Highlights of local businessesbull Cooking and Food segmentsbull Include bringing in a chef from local restaurants to
cook dishesbull Weather updatesbull Have ticker across the bottom or on the side that
features weather updates in particular the snowsegments
bull Feature shorter segments that can be easily sharedon social media
bull Interviews with outdoors experts and athletesbull Videos of ExtremeCrazy activities that are related
to the show
bull Sports and outdoor gearproduct reviewsbull More segments on the outdoor setbull Comedy Skitsbull Eg Similar to skits featured on Saturday Night
Livebull Capitalize on Big Eventsbull Sundancebull Olympicsbull World skisnowboard championshipsbull X gamesbull More onsite interviews with famous celebritiesbull Every half hours switch settingsbull eg Good Morning America switches every half
hourbull Segments that feature events and activities associ-
ated with diff erent seasons of the yearbull Art Feature that goes once a week or every other
week bull eg Have a local painter come in to feature and tell
about their art
Hostsbull Hosts make or break your show bull Have more hosts on the show at once so they can
interact and build more chemistry (similar to theGood Morning America) more of an ensemble
bull Have more energetic funny hostsbull Have them wear more light colors or brighter
shades of colors (colors that wake you up)
Set Designbull Bright colors and decorationsbull Have theme colors for the show that could change
depending on whatrsquos being featured that day on theshow
bull Create a more modern look bull eg Have a sleek re1047298ective and cleaning-looking
metal for furniture materialbull eg Have furniture with more rich vibrant colorsbull Have a change in sets during the show move to
diff erent roomsbull If they want to keep the wood do a much lighter
colored woodbull Make it more modern lookingbull Bright lights bright settings get rid of panels on
the window bull Get rid of the large name bar on screen or make it
skinnier and go across only half the screenbull Have an area for cookingbull Install much bigger windowsbull Possibly have changing artwork for diff erent times
and seasonsbull Always have at least one segment of the show off
set at another location usually will be pre-recorded
Commercialsbull More frequent and shorter commercial breaksbull Potential Commercialsbull local hotels and lodges availablebull local places to eat
bull local shopsbull local outdoorrsquos equipment gearbull Park City TV and things associated with it
9-(6)2G 7)2-8 )(6 7-CC(6)(
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A
gt8)+8
=gt2gt
As we interviewed dozens of people about the shows they watched anthey interact with the media they consume we gained a lot of insight Te ke
we were interested in was the ldquoyoung at heartrdquo those who enjoyed creative fu venturous or outdoors activities who would be inclined to watch a PCTV shdemographic covers a majority of ldquoMillennialsrdquo so by discovering what mediconsume and how they interact with it we were able to put together a sketch a perfect show might look like We held two focus groups of 8 people rangingfrom 19 to 36 We also interviewed a sample of individuals on the streets of PTe following are questions and answers that we received from our research
8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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O
amp8+4gt3939=gt2gt
We surveyed 312 individualswho live in the Park City Salt Lake andProvo areasTe survey was initiallydistributed on Main Street in downtownPark City and was then posted on thePark City TV website and was also dis-tributed on social media through Face-book
Four percent of those surveyedsaid they live in Park City proper Workstatus varies with 25 percent who said
they work full-time while 58 percentsaid they work part-time We found that40 percent of these people are marriedand that 68 percent of these people arebetween the ages of 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 for-mat Afer an analysis of all 312 respons-es we identi1047297ed six recurring themesthroughout Te identi1047297ed themes are asfollows with supporting quotes
1 Humor 2 So f News3 Social Media4 Main Street Events amp Nightlife
5 Cookingrecipesdiets 6 Feel of Morning Show
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Respondents reported that in the morning theyare looking for entertaining material that helps themwake up and start their day right Many said they arelooking for 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 feel to Te Ellen DeGeneres ShowTey are looking for entertainment in the morningthat is not too intense or heavy with news and mate-
rial but rather 1047297lled with stories and TV hosts that areable to create an entertaining environment that makespeople laugh Many indicated that clean humor wasimportant to them
95(S Park City TV should consider the importantrole that humor plays in the retention of its viewersSome respondents did note that they feel the show isbland and would prefer hosts who are funny and whocan create an upbeat atmosphere with witty quips Wesuggest reporting on news stories that are either funnyor bizarre that entertain and make people laugh Wesuggest a more succinct mix between reporting newswhile also focusing on how to incorporate humor intothe show One step in this direction could be to bringfun guests on the show who help liven PCTV
T5SldquoI want to see funny clean humor that isclever and energizingrdquo
ldquoA morning show should not focus on worldevents and the sad things going on--pop cul-
ture is better for the morning I want to seesomething light-hearted that eases me intothe dayrdquo
ldquoI want a morning show 1047297lled 1047297lled withstu ff that would make me laugh and smileor just something really upli f ing in gener-alrdquo
ldquoIn the morning I donrsquot want somethingreally complicated or intense I just want towatch something thatrsquos easy to follow but
wittyrdquo
ldquoI want a morning show with humor newsstrange news commentary and fun guestson the showrdquo
ldquoI want to watch something like Ellen Itshould be semi-informative but entertain-ing and funny--but not o ff ensiverdquo
R5C2
U9EV One recurring theme we found was the factthat people want to be informed while watchingmorning shows however they do not watch to watcha morning show that is too intense or heavy and arerather looking for local news stories that are uplifinginspirational and motivatingTey want to watch newsthat helps them feel connected to the community andhelps them feel like they can go out and make a diff er-
ence in the world Some people mentioned that theyfeel the news is 1047297lled with so much pain and tragedyand they want to be informed about the positive thingsthat are happening in the world and about people whoare making a diff erenceTey want to be 1047297lled withhope in the world today
95( Many individuals who responded to whatelements would make up their perfect TV show in-cluded the fact that they are looking for news storiesand current events but really want those news storiesto be mostly uplifing and motivational contentTese viewers 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 TVuses the base mentality ldquois this content uplifing andinspiring to our viewersrdquo as a base for building thecore content of this morning show
T5
ldquoI want to watch something that is educa-tional inspirational and occasionally fun-nyrdquo
ldquoI like humor and upbeat commentatorsI would like to watch something that givesme a general brie 1047297ng of world nationaland even local news Irsquom extremely tired ofmainstream media outlets with a liberal
agenda approach to the news I wto see more upli f ing stories aboutetcTings that the majority the stream America have in commonall of the divisive issues or the isstruly belong to the minorityrdquo
ldquoI want to watch something that toptimistic goals and how to achieI would also love to watch somethworkout programs that would insp
ldquoI would love it if they would shanews stories teach recipes excercdening tips - basically wholesomeand educational - something thathoperdquo
ldquoI want to see something that is up
and energizingrdquo
ldquoI want to see some positive news world Something to motivate you you ready for the dayrdquo
ldquoI want a morning variety show news about good things people aremixed with important news of theand around the country I also wasee weather reports as well as highbreakfast and lunch recipesrdquo
ldquoMy perfect morning show would motivational content to get me extake on the worldrdquo
9E
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lt
Of the 300 individuals survey only 13 percentwatch morning shows While the type of morningshow varied the main morning shows that surveyorswatched were Good Morning America Te TodayShow and KSL 5 Tirty-three percent of surveyorseat breakfast while watching morning shows and 25percent watch while getting ready for the day Whenasked what surveyors found 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
95( We recommend that information made avail-able on Park City TV be made available on mobile de- vices Many people who took the survey reported thatthey want to access information from Park City TV ontheir mobile devices including nightlife activity eventsspecial events information happening in Park City andlocal news Most people reported they do not want toreceive noti1047297cations through social media from Park
City TV but prefer to seek out information on theirown
Participants in the survey reported their favor-ite aspects of morning shows and what they enjoyedseeing on Park City TV was local news Tey are look-ing for uplifing and inspiring stories of people in thecommunity and want to enjoy clean humor and ldquosofrdquonews in the morning Tey are especially interestedin receiving information about local night life of art
events and said their interest in Park City TV wouldgrow if there were less re-runs
9C -CC( 8CSTe type of show they want (funny so f news upli f ing stories)
When they want to hear from PCTV (onlyin mornings (if that) donrsquot want socialmedia sites blown up night events amp eventsoccurring downtown)
$2(( 98
Te world has shifed to an online platformwhere people turn for news entertainment and socialconnectedness We asked individuals how they wouldfeel about following PCTV on social media accountshow ofen they would like to see posts what kind ofposts they would like to see and what platforms ofsocial media they would use to connect with PCTV on
7-CC(6)(S We feel like the morning show needs to usesocial media to gain recognition and attract attention
with the younger generations Weekly posts couldbe helpful to inform viewers of the nightlife eventsathletes and other subjects that viewers want to see(Described in earlier section) Posting should not beexcessive but there needs to be a presence
T509)-24 said they would never like to see posts
from PCTV
41 said they would prefer to see monthly posts from PCTV
Te most important posting topics to our sam- ple group were -Gear and product updates
-Memesquotes -Do it yourself projects -Pro 1047297les of Olympic Athletes
79 of those surveyed do not currently follow
PCTV on social media platforms
9-)amp $6)
Park Cityrsquos Main Street is so popular becauseof the hometown feel and amazing businesses Weasked respondents what they wanted to hear about onPCTVrsquos morning show and many said they wanted theshow to be more connected to the happenings of thecity Giving information about events on Main Streetand the nightlife in the surrounding area would makethe show informative and fun
7-CC(6)(SPeople want to see whatrsquos going on close by
them We suggest that PCTV focus on the nightlifeand local events of Park City to give the show a moreuni1047297ed view Local businesses would also respond wellBlending entertainment and information about localevents would be a great addition to the show
T509)-SldquoFestival street interviews meet prounding night life or artsrdquo
ldquoA quick recap on news so that I cconnected to the world as I go o ff but always ending with something
so that I donrsquot go to work depresse
61 percent of the respondents ran porting on nightlife as ldquovery impowhen asked ldquoHow important wousee each of the following topics in TV social media postsrdquo
$)( 92 Wgt( X 8ampE
Cooking shows are incredibly popular in theUS because people love DIY activities especially whenthey involve food Most morning shows involve somesort of cooking segment to help wake people up in themorning and get them on their feet Many millennialscare about health and cooking shows can help peo-ple experiment and try healthy recipes and start theirmorning right
7-CC(6)(People want to see cooking segments while
watching a morning show Tey want to see seg-ments that involve cooking with in-season fruits and vegetables or items that most people already have intheir fridge For this segment it may be fun to havekid-friendly dishes or guest cooks It will be importantto have an overhead camera for this segment but it
would really be worth it
T509)-SldquoCooking or comedic entertainment
Ellenrdquo
ldquoIt would be funny talk about makeabout being a mom and talk about fand talk about cookingrdquo
5 percent of respondents put ldquootherrdquosponding to the question ldquoWhich of ing is the most important thing for yin a morning showrdquo Cooking was lildquootherrdquo comments
ldquoCooking morerdquo was emphasized in
tion ldquoWhat additional elements if a you like to see on Park City TVrdquo
When asked ldquoWhat are your favoriof Park City TVrdquo a few respondentldquocooking and sports segmentsrdquo
ML(07-D0B
8102019 Comms 318 Mountain Morning Show Book
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A
Te reason people do anything like watch amorning show is by the way that activity makes themfeel So we wanted to know what kind of morningshow feel respondents would want We asked questionsabout what they would like to see in a morning showand which morning shows they already watch to giveus a better idea of the direction PCTVrsquos morning showshould take
7-CC(6)(S Like mentioned in our previous sectionshumor and sof news is what the people want to seeWhat they donrsquot want to see are the dry hosts that arecurrently on PCTVrsquos morning show To get new orrevamp the current hosts would greatly help the PCTVmorning show Also we would recommend some addi-tional outdoor footage and modern sets and graphicsPeople are more likely to watch a morning show ifthey feel that the morning show is keeping up with thetimes and current trends
T509)-26 said they did not enjoy the hosts on ParkCity TV
56 said they watch other morning shows in-stead of Park City TV
47 said they would watch Park City TV if
there were more outdoors footage
When asked what additional elements respon-dents would like to see on Park City TV onerespondent said ldquoSlicker Production Elements-Better graphics for weather lighting and setsrdquo
Hamp E $2(( 98
8102019 Comms 318 Mountain Morning Show Book
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J
amp8+4(A gt39397)F5)amp 75amp
8102019 Comms 318 Mountain Morning Show Book
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O
8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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lt
8102019 Comms 318 Mountain Morning Show Book
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A
$-( B(0 9amp3C D(3
=gt2gt
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 of the newest ways that organizations communicate with consumers Social media allowsorganizations to hold a continual conversation with consumers through the sharing of informa-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 satisfy their needs Park City Television already has social media accounts on Facebook Twitter and Ins-tagram Tese accounts are used fairly frequently Tere is an average of two or three posts oneach of these accounts every day Te content of these posts ranges from information about
f d l f k h ff f k d h l h h bl f h d h f d l
8102019 Comms 318 Mountain Morning Show Book
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9-)amp $6) =DCY)(
PCTVrsquos current social media posting frequencyis adequate although survey respondents indicatedthat they would ideally only like to see one post perday on Facebook Currently PCTVrsquos Facebook pagefeatures multiple posts per day which some viewersconsider excessive If viewers do not 1047297nd all of thecontent posted as relevant to them then they will beinclined to unfollow block or hide future posts fromPCTV Content posted on Facebook needs to beengaging and interesting while not exceeding a rea-sonable limit for the number of posts each day Most
viewers responded that they would like to see photosand videos of relevant events celebrities and local con-tent from PCTV Foll owers utilize PCTV as an enter-tainment outlet and not typically a means of obtainingnews or other information Because of this contentshould be focused on entertaining and providingunique content for viewers to share with their friendsonline Many respondents requested more informationabout local events in Park City which is not availablein the larger media outlets Tey also would like to seeinterviews and pictures of athletes sponsored by PCTVAlthough much of this content is currently available onPark City Television there needs to be a more narrowfocus on local e vents
Social media management tools would help to
ensure the consistency of messaging across all of ParkCity Televisionrsquos social media channels Hootsuite al-lows pre-timed messages to be posted during the peaktraffic times for each viewer demographic Utilizing asocial media management would help to increase theeff ectiveness of social media messaging and could helpto monitor the traffic based upon the type of post and
the kind of contentMany of the individuals who responded to an
online survey indicated that they felt Park City Televi-sion had a strong social media presence Many weresatis1047297ed with the current content posted online andwere generally aware of the Mountain Morning ShowViewer 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 1047297rst taping Several responsesrequested on-screen weather information as well as
current news events and sports On-screen giveawaysand opportunities to interact with the cast memberswould increase the viewer interest during the PCTVMorning Show Dedicating 1047297 ve minutes or a portionof the show to live viewer feedback would drive view-ership as well as increase the engagement level of of viewers watching at home or on mobile devices
PCTV also needs to integrate Instagram into
events to pictures of everyday life in Park City For themost part the posts are eff ective in communicating in-formation to followers and allow Park City Televisionto keep followers informed Te Twitter account is es-pecially useful in getting direct feedback from follow-ers and eff ective in giving them individual feedbackPark City Television is eff ectively using its social mediaaccounts to stay connected to followers but there are afew recommendations that we feel would help improvesocial media use in terms of the Mountain MorningShow Park City Televisionrsquos social media strategy is
an eff ective means of keeping viewers engaged whileproviding an online forum where anyone can interactwith the station Te majority of individuals visitingPCTVrsquos social media are interested in the local areaaround Park City UT and want to stay informed aboutthe latest conditions and news in the area Keepingsocial media updated and current is essential to thepublic perception of Park City Television Visitors whoare able to 1047297nd information quickly and easily will bemore likely to return to the site more than one timeTis traffic increases the stationrsquos visibility and is animportant part of individualsrsquo perceptions
their morning show program possibly featuring photosubmission contests or including live updates of roadand weather conditions in the Park City Area If viewers have opportunities to submit content that isaired on the show then they will be engaged in each
program and invite their friends to also tucreates a viral marketing eff ect that over tiincrease the number of viewers watching PTelevision
PZ K2E2C)(-
One of the primary areas Park City Televisionneeds to address is the performance of their websiteCurrently the web page takes too long to load andperforms sluggishly when compared to other similarstation websites Visitors to the site do not want towait for long buff ering periods and low quality perfor-mance Increasing the server performance would helpto retain more visitors from the site who initially visit-ed the web page With this higher performance PCTVcould also feature 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-of-mouth advertising and ulti-mately would be much more eff ective than investing intraditional advertising channels
Te following information provides recom-
mendations for optimizing PCTVrsquos website perfor-mance
9D6S K2 Site speed is important for two main reasonsFirst your end-user experience--end-users are morelikely to return to website with snappy performanceSecond SEO site performance aff ects your rankingwith Google
Issue
No browser cachingSolution
Install caching pluginIssue
Image dimensions not speci1047297ed
SolutionSpecify dimensions in HTML or install plugin to do so
Issue
Media heavySolution Consider use of higher CPU or VPS hosting
9W= 7 Zamp 9 E H 6
8102019 Comms 318 Mountain Morning Show Book
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9W=S 7)()Zamp SEO stands for search engine optimizationSEO is vital to obtaining a high enough ranking for ap-plicable search terms to generating organic web trafficRight now parkcitytv has low traffic
IssueKeyword consistency SolutionMake sure each indexed keyword is represented inprevalent places in the site like the titles ltH1gt anddescriptions See Graphic for keywords
$Zamp =DCY)(S K2 It is projected that by 2016 more than half ofall internet use will be done on handheld devices suchas tablets and smartphones It is vital for your site toperform well and be easy to navigate on mobile devic-es
IssueTere is no mobile version of this siteSolutionCreate a mobile version
95CC)2G E H(6( Based upon the data collected from onlinesurveys and focus groups wersquove determined that ParkCity Television has a strong social media presence butneeds to integrate these platforms more eff ectively toengage viewers of the morning show program Allow-ing viewers with opportunities to submit photos and videos to be aired live during the show would increase viewership and allow viewers and their friends to feela personal connection to the morning show programViewer data also indicated that PCTV should limittheir Facebook messaging to one or two posts daily
only providing interesting and sharable content thatis relevant to viewer demographics Prize giveawaysand promotional off ers would attract more followersand allow Park City Television to increase their onlinepresence Providing these opportunities would alsocreate ldquobrand loyaltyrdquo and attract individuals to thewebsite on a more consistent basis Finally improvingthe online server performance would help to increaseweb site traffic and improve the online user experienceCurrently visitors to PCTVrsquos website experience slowloading pages and excessive buff ering which detersthem from accessing and sharing content on their ownsocial media networks Web performance needs to beimproved to allow streaming of high-de1047297nition con-tent and a faster browsing experience Tese changes
if implemented will make the most eff
ective morningshow for Park City Television
44 minutes total (x2 for second run)
8102019 Comms 318 Mountain Morning Show Book
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lt
$-( EF(+(2Glt+9397 amp-=
REnergetic Funny Wear bright colorsInteraction with social media (by sharing posts videos etc on the air)
4CD8209SBright colors and decorationsInclude outdoor segments (even pre-recorded) interspersed with studio contentPossibly change sets during show for variety
MCC2-)ampS16 minutes total (x2 for second run)More frequent shorter commercial breaks
+)G5
44 minutes total (x2 for second run)
000-130 Introduction to show Overview of dayrsquos content130-300 Local weather amp ski reports (Winter)300-600 Hosts interacting with viewers popular events amp pop culture (YouTubeSoc ial feature600-900 Local Spotlight (Businesses Destinations Shopping etc)900-1030 Uplifing localnational news with a Park City Spin1030-1100 Lead into content following commercial break 1100-1500 Commercial Break 1
1500-1800 Welcome back lead with ldquoFunrdquo section (eg cooking pop culture products)1800-2000 Local weather amp ski reports (Winter)2000-2400 Interview with visitor (cooking segment product overview how-to athlete etc)
2400-2530 Local activities and events coming up in Park City 2530-2600 Lead into content following commercial break 2600-3000 Commercial Break 2
3000-3030 Welcome back lead in to next section off -site (or simply outside)3030-3500 Off -site feature with footage that gets out of the studio3500-3700 Local weather amp ski reports (Winter)3700-4030 Pop culture Highlight online or local videos of outdoor sportsstunts4030-4100 Lead into content following commercial break 4100-4500 Commercial Break 3
4500-4530 Welcome back lead in to next section4530-4700 Submitted content to the show (photos videos etc)4700-4900 Local weather amp ski reports (Winter)4900-5000 Park City activities for later that day
5000-5400 Productgear overview 5400-5500 Invitation for individuals to submit content to the show through social media5500-5600 Signing off and preview of next show5600-6000 Commercial Break 4
P L M 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2323
ltlt
P2L M6
About TODAY (nd) Te Today Show Retrieved from httpwwwtodaycomid29055142nstodaytabout-todayU1iVROZdWEw
De Moras L (2014 March 12) Live And Well Morning Shows Gain Ratings Ground Tanks To Stiff Competition amp Focus On Interactive Programming Deadline Hollywood Retrieved from httpwwwdeadlinecom201403morning-show-ratings-gains-today-good-morning-america-rivals
Guskin E (2010) Network By Te NumbersTe State of the News Media An Annual Report on AmericanJournalism Retrieved from httpstateofhemediaorg2011network-essaydata-page-5
Park City Television (About) (nd) Park City Television Retrieved from httpparkcitytvabout Stetler B(2013 Sept 27) In Ratings War lsquoGMArsquo Beats lsquoTodayrsquo for Full Season Te New York Times Retrievedfrom httpwwwnytimescom20130928businessmediagma-beats-today-over-a-full-seasonhtml
Stetler B (2010 Aug 31) TV News for Early Risers (or Late-to-Bedders) Te New YorkTimes Retrieved fromhttpwwwnytimescom20100901businessmedia01morninghtml
Stetler B (2013 April 18) Waking Up on the Wrong Side of the Ratings War Te New YorkTimes Retrievedfrom httpwwwnytimescom20130421magazinewho-can-save-the-today-showhtml
Taibi C (2014 Jan 28) More People Watching Local Morning Shows In 2013 Study Finds Huffington PostRetrieved from httpwwwhuffingtonpostcom20140128morning-shows-pew-research-center-viewership-audience-local-tv_n_4680813html
Tennant T (nd) Talk Isnrsquot Cheap A Brief History of the Talk Show About Retrieved from httptalkshowsaboutcomodmorningshowspTalkIsntCheaphtmTe Tonight Show With Jay Leno (nd) TVcom Retrieved from
httpwwwtvcomshowsthe-tonight-show-with-jay-lenoTomas L (2009 May 18) Top Five Outdoor TV Shows Yahoo Voices Retrieved from httpvoicesyahoocomtop-1047297 ve-outdoor-tv-shows-3335682htmlcat=47Tucker K (2012 Jul 26) lsquoTe Today Showrsquo lsquoGMArsquo and lsquoCBSTis Morningrsquo Are these the
most complex dramas on network television Entertainment Weekly Retrieved from
httpwatching-tvewcom20120726the-today-show-good-morning-america-cbs-this-morning-robin-robertsUtah (2013) State of Utah Outdoor Recreation Vision Utah Retrieved April 22 2014 from httpwwwutah
govgovernordocsOutdoorRecreationVisionpdf Recode (2014) Millennials Spend More Time Watching TV on Other Devices Recode Retrieved April 24
2014 from httprecodenet20140326teens-twentysomethings-spend-more-time-watching-tv-on-other-screens
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 223
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6amp$2 A7
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4(55 amp(2 +$++ 000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000003
6768 4(55 amp(2000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000009
7(4$+ (7 4(55 amp(2000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000009
$ +lt +- 000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000=
(--2000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000gt
(+4$+(500000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000AB
(--2000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000B
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+$+ $6C500000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000
2)+ 7(4$5000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000A=
(--20000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000001gt
()(+- 01(234()Based on research come up with recommendations about how to create a new and improved MountShow for Park City Television to reach and engage 3 target audiences
BC -997))92DC E92FC G)9HI)7amp))9 J(7)7
$ampamp(()ampMillennials are an important demographic for any business and Park City TVwants to create a morning show that will have greater appeal primarily to millen-nials in Utah as well as to the large national audience of millennials
+-)ampLocal support contributes to the success of any organization and that is especiallytrue with a local television morning show Park City TV wants to garner morelocal viewers from Park City and the surrounding Utah community by makingthe morning show more appealing to local interests
)()amp01(2()()amp 456(-Park City TV wants to off er a little bit of everything so that it can appeal to abroad national audience and to some extent an international audience
7)2-8 92)Conduct secondary research on the history and background of morning showsto better understand what elements contribute to making a successful morningshow
Conduct primary research through focus groups surveys and social media to de-termine more speci1047297cally what people think of the Mountain Morning Show and
to determine what can be done to better reach target audiences with the Moun-tain Morning Show and make it more appealing to the target audiences
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 323
lt
567+89 lt+9397 amp-=)
=gt2gt
Morning shows are television news pro-
grams shown live typically between 6 and 10amTey are ofen hosted by one person or asmall group of people and the show is designed
to be informative and entertainingT
is com-bination is known as infotainmentTe 1047297rsthalf of the morning show targets individualswho are getting ready for their day and preferwatching hard news Because of this the showsfeature some updates of recent events includ-ing political news business news and sportsnews as well as various interviews Anotherimportant element of morning shows is theforecast for the day and for large cities trafficreports Te second half of the show has moresof news where they show lifestyle interviewsand entertainment stories Morning showsfrom many TV channels off er a break for localstations or affiliates to air a small newscast that
serves as a recap of major local news headlinesMorning shows follow this same format inmany countries around the world Approxi-mately sixty-one countries use a similar formaton their own TV channels
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 423
A
$2(( 98 9)-
For years morning shows had seen declining viewership particularly since 2004 An average of 124million people watched network morning news in2010 down 3 percent from 128 million in 2009 Onaverage viewership had been declining by 382000 viewers a year However not all the morning showssuff ered major declines Viewership of ABCrsquos GoodMorning America held steady at an average 43 mil-lion from 2008 to 2010 ratings were also stable at 32
share grew in 2010 to 124 up from 119 which meansthat a higher percentage of people who happened tobe watching TV during that time period were tuned toABC than the year before
Unfortunately for the CBS Early Show theysuff ered the largest loss in viewership falling to 29 mil-lion viewers from 31 million Ratings fell to 22 from23 in 2009 CBS share fell by 3 points to 85(Guskin 2010)
Afer a major decline in viewers for mostmorning shows from 2004 to 2010 audiences formorning shows have begun to grow since 2011 Anaverage of 131 million people watched the three majornetwork morning news programs up 54 percent from124 million in 2010 which is an increase of 666400 viewers for the year on average
While the Internet is responsible for some lossin potential morning show viewers as stated previous-ly early morning newscasts have been doing fairly wellover the past couple of years compared to the rest ofthe television business Tis is due in part because peo-
ple are busy getting ready for their day and are morelikely to turn on the TV than to take a moment tosearch something on the Internet However morning viewership can vary greatly depending on the marketbecause some people are more night owls then morn-ing people For example the Birmingham Ala marketis relatively wide awake at as early as 430 am with267 percent of households tuned in to early morningnewscastsTe Salt Lake City market has the lowestpercentage with 91 percent (Stetler 2010)
Morning news audiences skewed slightlyyounger than evening news audiences and were morelikely to be female Te average age of a regular morn-ing news show consumer in 2010 was 51 which is 1047297 veyears older than the average survey respondent andtwo years younger than the average evening news con-sumer (Guskin 2010)
Over two-thirds or 68 of morning newsaudiences were female compared to 52 of the sur- vey populationrdquo Currently more people are watchingmorning shows than in the past few years (Taibi 2014)Te following is a list of additional demographic infor-mation for what types of people watch morning showsGender of morning news viewers 38 percent male 62
percent femaleAges 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 TVthan men especially those with school-aged childrenIdeology of morning news audiences 25 percent Re-publican 29 percent Independent 39 percent Demo-crat
BC2)D8- E$2(( 98 F2
Education level of morning news audiences 27 per-cent college graduates 27 percent have some college46 percent of a high school diploma or less education(Taibi 2014)
Morning shows have proven to be a verylucrative business While the Internet has upendedthe nightly news and on-demand services like Net1047298ixcontinue to disrupt prime time the morning shows re-
main one place in the TV industry where the businessmodel still really works at least for now ldquoTodayrdquo earnsNBC $500 million in annual revenue because of its 1047297 vemillion 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 $100000 per epi-sode as opposed to $1 million or more for a TV dramaepisodeTese things combined have led to a prolifer-ation of talk shows and morning shows which is partof the reason why competition is so intense betweenmorning shows (Tennant nd)
Some of the most popular morning shows onthe air are Good Morning AmericaTe Today ShowTis Morning Morning Joe and New Day (Stetler2013) Good Morning America (GMA) at its numberone spot among successful morning shows has over53 million viewers on an average week day which is700000 more than second-placed Today Show (Stetler2013) Much of GMArsquos success can be attributed to thecontent they have on their show In the last few yearsGMA has become more entertaining with its storiesranging from serious news stories and sensationalcourt cases to celebrities and current trends WhileGMArsquos rivals dismiss the show as too tabloid-oriented
ABC defends GMArsquos coverage as a re1047298ection of what viewers 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 funny thingsintriguing subjects and good storytelling
Other major elements that contribute to thesuccess of these morning shows are the morning hosts
or anchors as well anyone else who runs thPeople ofen develop virtual relationships hosts and the nature of those relationshiper good or bad can ofen determine how ipeople are in watching the show Te relatdevelop can be comparable to the 1047297xation with their favorite celebritiesTe better pconnect with these hosts the more willing be to invest their time and attention to watshow Bernard M Timberg of the Museumcast Communication said ldquoTe host maindegree of control over their show from su
to comedic tone Tey are also the brand ary that burdenTe host can attract and renegotiate in kind for their program and inname a successor when they retirerdquo
Timberg also gave advice on anothaspect to morning show success He said ldquomust be experienced in the present tense wis broadcasted live or taped in front of an earlier in the dayTey should feel fresh aare happening in the moment even if the s10-year-old rerunrdquoTese are important elincorporate to create any successful show
Good Morning America ABCrsquos Good Morning America haone news anchor one lifestyle anchor and anchorTey themselves come from variougrounds as well For example one of the hRoberts is 53 and she studied communicatbreast cancer and publicly declared she is anumber and personalities of anchors play the set up and execution of each morningorder length and type segments that the sTe following is an outline of a typical GMbull 0000 - 0105 - Breaking newsbull 0105 - 0710 - Other news
bull 0710 - 0820 - Weatherbull 0820 - 1045 - Over the shoulder grap
and voice over videobull 1045 - 1249 - News with correspondebull Washingtonbull 1249 - 1500 - More newsbull 1500 - 1728 - Other newsbull Commercial break
$(G ( $2(( 98
95--E5amp $2(( 98 98 H2C)
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 523
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bull 1728 - 3145 - Newsbull 3155 - 3218 - Traffic updatebull 3218 - 3336 - Newsbull Commercial break
bull 3336 - 3652 - Pop newsbull 3652 - 3915 Newsbull 3915 - 4729 Dancing Cast Revealedbull Commercial break
bull 4729 - 5443 Dancing Cast Revealedbull 5443 - 5647 News on Oscarbull 5647 - Wrap Upbull Total Running Time 010450
NBC Today
NBC Today is similar to GMA It has a 2 mainhosts Matt Lauer who is 56 years old and SavannahGuthrie who is 42 years old Today also has a weatheranchor a news anchor and a social media reporterTe following is typical outline for Todaybull Breaking news 3 minutesbull Breaking news follow up 3 minutesbull Interviews with specialists possibly done
standing upbull Developing news 5 minutesbull Weather 2 minutesbull Short commercial break
bull World news special interest 3 minutesbull Orangeroom (social media reporting) 2 minutesbull Live tweetingbull Long commercial break bull Developing news 4 minutesbull Interview 8 minutesbull Pre-recorded done in intervieweersquos homebull Short commercial break bull Orangeroom 1 minutebull Developing news 4 minutesbull OrangeRoom 1 minutebull ldquoWhatrsquos Trending - 4 minutesbull Celebrit y interview 4 minutesbull Everyone sitting on the same couchbull Interview (continuing from earlier interview) 5
minutesbull Technology 3 minutesbull OrangeRoom 1 minutebull Commercial break bull Backstage with viewers 3 minutesbull Music live performance and interview 5 minutesbull Total run time 88 minutes In NBCrsquos Today show about every half hour
the anchors and other hosts would switch from sittingaround a high table to sitting on a couch Te col-or scheme of the set was orange and blue Te most viewed clips from the show are news interviews notcelebrity interviews and in most cases you canrsquot watchthe entire show online No news was repeated exceptfor the weather
Late Night Show
Late night shows are distinct from the theirmorning show counterparts but similar principles
and formatting apply to late night shows as they do formorning shows One major advantage that late nightshows have over morning shows is their shareabilityon social media and how they draw people to re-watchsegments of the show online Tis is due in part totheir unique content and format Jay Lenorsquos Late nightshow is one of the most successful late night showsand the following is an outline of a typical showbull Announcer talks about opening creditsbull Te 1047297rst part is a 10 minute monologue from Leno
talks about current events with comedy mixed inbull Example jokes based upon the facts of current
government blundersbull Second part is a comedy sketchbull Tis can be extremely varied ofen itrsquos comedy
involving spoofs on current events and popular1047297gures
bull Tird part and fourth parts are an interview with amain guest
bull Interviews can be extremely varied but they areofen with celebrities political 1047297gures actors andmusicians
bull Fifh part is an interview with a second guestbull Guests also are variedbull Te last segment is usually a musical performance
but sometimes a comedian performsbull Various bands and singers performed Park City TV is a licensed TV station founded
in 1987 that has developed a large and loyal audi-ence Park City TV broadcasts throughout SummitCounty to EvanstonCokeville WY as well as alongthe Wasatch Front in cities such as Payson ProvoSalt Lake City Ogden Logan Tooele and GrantsvilleTe total coverage for Park City TV gives the networkapproximately one million viewers Te basis of thisnetwork is a coverage of action sports action snowin particular Its purpose is to aim for young peopleincluding the young at heart Park City TV also has aFacebook and a Twitter page to promote the stationand reach out to its viewers Park City TV off ers manydiff erent services including the following
bull Show hosts who live work and play in the commu-nity
bull Show hosts tell people what theyrsquove learned aboutsuch as concerts restaurants and recreationalactivities happening in Park City and along theWasatch Front
Ideas for nightly dinner segments
bull Entertainment newsbull Headlines of national newsbull Minute by minute schedule of events and
pening on the show bull Online streaming availability for all showsbull Combining of LIVE local broadcasts that
news local events entertainment LIVE mterviews weather sports and a myriad of
bull Park Cityrsquos Emmy Award-winning TV stasports US ski and snowboarding music a
bull On Twitter at Park City TV with 5184 plubull Skyped athletes from Sochi during the Wi
Games of 2014bull Live stream available 24 hours a day on an
or device with internet accessbull Te station has an interactive map that shthey shoot or what the resort looks like
bull Short feature videos are available of PCTVshoots in Park City as well as other locatiocountry
(Park City Television nd)
K)2L MG NF
8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 723
Local Park CityUtah Residents
Park City Television 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 ofwhich are white but there are is also a large Hispanicdemographic in Utah One of Utahrsquos biggest contribu-tors to itrsquos economy is tourism Utah has an abundanceof national parks ski resorts lakes rivers and otherfeatures that make it a prime location for outdoor rec-
reation and so people from all over the country cometo Utah to participate in these outdoors activities Butthat means there equally as many opportunities forUtahns to take advantage of Many people who livein Utah participate in outdoor recreational activitiesAnd in particular because Utah is known for a placewhere many families come or stay to raise their kidsfamily activities and events that take place in Utah areespecially appealing to locals Te Mountain Morningshow is capable of taking better advantage of the manyoutdoor activities and events that are family friend-ly and this can be realized by having the MountainMorning show feature more of these family friendlyoutdoor recreational activities (Utah 2013)
NationalInternational Audience
Currently Park City Television is broadcastmainly to people living in Utah and surrounding ParkCity It relays information that is relevant to the peopleliving in these areas and it caters to the self interest ofthese people In order for Park City Television to reachmore of a broader scale in the United States they needto come up with information that is relevant to morethan just the people who are living in Utah Tey needto see some sort of value that they can connect withand use in their daily livesTis could consist of ideassuch as reporting news that is more on a national scaleof impact as well as incorporating guests and segments
from all over the country On an international scalemany people tune in to keep up with their favoriteathletes or the live action that is involved with thenews coverage By incorporating this action and thefamous athletes that these people love it may be agreat opportunity to grow and connect more with aninternational audience (Park City TV 2014)
8102019 Comms 318 Mountain Morning Show Book
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lt
Ideas for SegmentsContentbull Run time 88 minutes of programming 32 minutes
of commercialsbull All diff erent types of sports newsbull How to segmentsbull eg Show how to rock climb on set by bringing in
rock climbers with all their gear and with a rockclimbing wall
bull eg Demonstrate survival skills needed for being
stranded in the mountainsbull Features of Sports Repair placesbull Highlights of local businessesbull Cooking and Food segmentsbull Include bringing in a chef from local restaurants to
cook dishesbull Weather updatesbull Have ticker across the bottom or on the side that
features weather updates in particular the snowsegments
bull Feature shorter segments that can be easily sharedon social media
bull Interviews with outdoors experts and athletesbull Videos of ExtremeCrazy activities that are related
to the show
bull Sports and outdoor gearproduct reviewsbull More segments on the outdoor setbull Comedy Skitsbull Eg Similar to skits featured on Saturday Night
Livebull Capitalize on Big Eventsbull Sundancebull Olympicsbull World skisnowboard championshipsbull X gamesbull More onsite interviews with famous celebritiesbull Every half hours switch settingsbull eg Good Morning America switches every half
hourbull Segments that feature events and activities associ-
ated with diff erent seasons of the yearbull Art Feature that goes once a week or every other
week bull eg Have a local painter come in to feature and tell
about their art
Hostsbull Hosts make or break your show bull Have more hosts on the show at once so they can
interact and build more chemistry (similar to theGood Morning America) more of an ensemble
bull Have more energetic funny hostsbull Have them wear more light colors or brighter
shades of colors (colors that wake you up)
Set Designbull Bright colors and decorationsbull Have theme colors for the show that could change
depending on whatrsquos being featured that day on theshow
bull Create a more modern look bull eg Have a sleek re1047298ective and cleaning-looking
metal for furniture materialbull eg Have furniture with more rich vibrant colorsbull Have a change in sets during the show move to
diff erent roomsbull If they want to keep the wood do a much lighter
colored woodbull Make it more modern lookingbull Bright lights bright settings get rid of panels on
the window bull Get rid of the large name bar on screen or make it
skinnier and go across only half the screenbull Have an area for cookingbull Install much bigger windowsbull Possibly have changing artwork for diff erent times
and seasonsbull Always have at least one segment of the show off
set at another location usually will be pre-recorded
Commercialsbull More frequent and shorter commercial breaksbull Potential Commercialsbull local hotels and lodges availablebull local places to eat
bull local shopsbull local outdoorrsquos equipment gearbull Park City TV and things associated with it
9-(6)2G 7)2-8 )(6 7-CC(6)(
8102019 Comms 318 Mountain Morning Show Book
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A
gt8)+8
=gt2gt
As we interviewed dozens of people about the shows they watched anthey interact with the media they consume we gained a lot of insight Te ke
we were interested in was the ldquoyoung at heartrdquo those who enjoyed creative fu venturous or outdoors activities who would be inclined to watch a PCTV shdemographic covers a majority of ldquoMillennialsrdquo so by discovering what mediconsume and how they interact with it we were able to put together a sketch a perfect show might look like We held two focus groups of 8 people rangingfrom 19 to 36 We also interviewed a sample of individuals on the streets of PTe following are questions and answers that we received from our research
8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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O
amp8+4gt3939=gt2gt
We surveyed 312 individualswho live in the Park City Salt Lake andProvo areasTe survey was initiallydistributed on Main Street in downtownPark City and was then posted on thePark City TV website and was also dis-tributed on social media through Face-book
Four percent of those surveyedsaid they live in Park City proper Workstatus varies with 25 percent who said
they work full-time while 58 percentsaid they work part-time We found that40 percent of these people are marriedand that 68 percent of these people arebetween the ages of 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 for-mat Afer an analysis of all 312 respons-es we identi1047297ed six recurring themesthroughout Te identi1047297ed themes are asfollows with supporting quotes
1 Humor 2 So f News3 Social Media4 Main Street Events amp Nightlife
5 Cookingrecipesdiets 6 Feel of Morning Show
8102019 Comms 318 Mountain Morning Show Book
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Respondents reported that in the morning theyare looking for entertaining material that helps themwake up and start their day right Many said they arelooking for 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 feel to Te Ellen DeGeneres ShowTey are looking for entertainment in the morningthat is not too intense or heavy with news and mate-
rial but rather 1047297lled with stories and TV hosts that areable to create an entertaining environment that makespeople laugh Many indicated that clean humor wasimportant to them
95(S Park City TV should consider the importantrole that humor plays in the retention of its viewersSome respondents did note that they feel the show isbland and would prefer hosts who are funny and whocan create an upbeat atmosphere with witty quips Wesuggest reporting on news stories that are either funnyor bizarre that entertain and make people laugh Wesuggest a more succinct mix between reporting newswhile also focusing on how to incorporate humor intothe show One step in this direction could be to bringfun guests on the show who help liven PCTV
T5SldquoI want to see funny clean humor that isclever and energizingrdquo
ldquoA morning show should not focus on worldevents and the sad things going on--pop cul-
ture is better for the morning I want to seesomething light-hearted that eases me intothe dayrdquo
ldquoI want a morning show 1047297lled 1047297lled withstu ff that would make me laugh and smileor just something really upli f ing in gener-alrdquo
ldquoIn the morning I donrsquot want somethingreally complicated or intense I just want towatch something thatrsquos easy to follow but
wittyrdquo
ldquoI want a morning show with humor newsstrange news commentary and fun guestson the showrdquo
ldquoI want to watch something like Ellen Itshould be semi-informative but entertain-ing and funny--but not o ff ensiverdquo
R5C2
U9EV One recurring theme we found was the factthat people want to be informed while watchingmorning shows however they do not watch to watcha morning show that is too intense or heavy and arerather looking for local news stories that are uplifinginspirational and motivatingTey want to watch newsthat helps them feel connected to the community andhelps them feel like they can go out and make a diff er-
ence in the world Some people mentioned that theyfeel the news is 1047297lled with so much pain and tragedyand they want to be informed about the positive thingsthat are happening in the world and about people whoare making a diff erenceTey want to be 1047297lled withhope in the world today
95( Many individuals who responded to whatelements would make up their perfect TV show in-cluded the fact that they are looking for news storiesand current events but really want those news storiesto be mostly uplifing and motivational contentTese viewers 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 TVuses the base mentality ldquois this content uplifing andinspiring to our viewersrdquo as a base for building thecore content of this morning show
T5
ldquoI want to watch something that is educa-tional inspirational and occasionally fun-nyrdquo
ldquoI like humor and upbeat commentatorsI would like to watch something that givesme a general brie 1047297ng of world nationaland even local news Irsquom extremely tired ofmainstream media outlets with a liberal
agenda approach to the news I wto see more upli f ing stories aboutetcTings that the majority the stream America have in commonall of the divisive issues or the isstruly belong to the minorityrdquo
ldquoI want to watch something that toptimistic goals and how to achieI would also love to watch somethworkout programs that would insp
ldquoI would love it if they would shanews stories teach recipes excercdening tips - basically wholesomeand educational - something thathoperdquo
ldquoI want to see something that is up
and energizingrdquo
ldquoI want to see some positive news world Something to motivate you you ready for the dayrdquo
ldquoI want a morning variety show news about good things people aremixed with important news of theand around the country I also wasee weather reports as well as highbreakfast and lunch recipesrdquo
ldquoMy perfect morning show would motivational content to get me extake on the worldrdquo
9E
8102019 Comms 318 Mountain Morning Show Book
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lt
Of the 300 individuals survey only 13 percentwatch morning shows While the type of morningshow varied the main morning shows that surveyorswatched were Good Morning America Te TodayShow and KSL 5 Tirty-three percent of surveyorseat breakfast while watching morning shows and 25percent watch while getting ready for the day Whenasked what surveyors found 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
95( We recommend that information made avail-able on Park City TV be made available on mobile de- vices Many people who took the survey reported thatthey want to access information from Park City TV ontheir mobile devices including nightlife activity eventsspecial events information happening in Park City andlocal news Most people reported they do not want toreceive noti1047297cations through social media from Park
City TV but prefer to seek out information on theirown
Participants in the survey reported their favor-ite aspects of morning shows and what they enjoyedseeing on Park City TV was local news Tey are look-ing for uplifing and inspiring stories of people in thecommunity and want to enjoy clean humor and ldquosofrdquonews in the morning Tey are especially interestedin receiving information about local night life of art
events and said their interest in Park City TV wouldgrow if there were less re-runs
9C -CC( 8CSTe type of show they want (funny so f news upli f ing stories)
When they want to hear from PCTV (onlyin mornings (if that) donrsquot want socialmedia sites blown up night events amp eventsoccurring downtown)
$2(( 98
Te world has shifed to an online platformwhere people turn for news entertainment and socialconnectedness We asked individuals how they wouldfeel about following PCTV on social media accountshow ofen they would like to see posts what kind ofposts they would like to see and what platforms ofsocial media they would use to connect with PCTV on
7-CC(6)(S We feel like the morning show needs to usesocial media to gain recognition and attract attention
with the younger generations Weekly posts couldbe helpful to inform viewers of the nightlife eventsathletes and other subjects that viewers want to see(Described in earlier section) Posting should not beexcessive but there needs to be a presence
T509)-24 said they would never like to see posts
from PCTV
41 said they would prefer to see monthly posts from PCTV
Te most important posting topics to our sam- ple group were -Gear and product updates
-Memesquotes -Do it yourself projects -Pro 1047297les of Olympic Athletes
79 of those surveyed do not currently follow
PCTV on social media platforms
9-)amp $6)
Park Cityrsquos Main Street is so popular becauseof the hometown feel and amazing businesses Weasked respondents what they wanted to hear about onPCTVrsquos morning show and many said they wanted theshow to be more connected to the happenings of thecity Giving information about events on Main Streetand the nightlife in the surrounding area would makethe show informative and fun
7-CC(6)(SPeople want to see whatrsquos going on close by
them We suggest that PCTV focus on the nightlifeand local events of Park City to give the show a moreuni1047297ed view Local businesses would also respond wellBlending entertainment and information about localevents would be a great addition to the show
T509)-SldquoFestival street interviews meet prounding night life or artsrdquo
ldquoA quick recap on news so that I cconnected to the world as I go o ff but always ending with something
so that I donrsquot go to work depresse
61 percent of the respondents ran porting on nightlife as ldquovery impowhen asked ldquoHow important wousee each of the following topics in TV social media postsrdquo
$)( 92 Wgt( X 8ampE
Cooking shows are incredibly popular in theUS because people love DIY activities especially whenthey involve food Most morning shows involve somesort of cooking segment to help wake people up in themorning and get them on their feet Many millennialscare about health and cooking shows can help peo-ple experiment and try healthy recipes and start theirmorning right
7-CC(6)(People want to see cooking segments while
watching a morning show Tey want to see seg-ments that involve cooking with in-season fruits and vegetables or items that most people already have intheir fridge For this segment it may be fun to havekid-friendly dishes or guest cooks It will be importantto have an overhead camera for this segment but it
would really be worth it
T509)-SldquoCooking or comedic entertainment
Ellenrdquo
ldquoIt would be funny talk about makeabout being a mom and talk about fand talk about cookingrdquo
5 percent of respondents put ldquootherrdquosponding to the question ldquoWhich of ing is the most important thing for yin a morning showrdquo Cooking was lildquootherrdquo comments
ldquoCooking morerdquo was emphasized in
tion ldquoWhat additional elements if a you like to see on Park City TVrdquo
When asked ldquoWhat are your favoriof Park City TVrdquo a few respondentldquocooking and sports segmentsrdquo
ML(07-D0B
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Te reason people do anything like watch amorning show is by the way that activity makes themfeel So we wanted to know what kind of morningshow feel respondents would want We asked questionsabout what they would like to see in a morning showand which morning shows they already watch to giveus a better idea of the direction PCTVrsquos morning showshould take
7-CC(6)(S Like mentioned in our previous sectionshumor and sof news is what the people want to seeWhat they donrsquot want to see are the dry hosts that arecurrently on PCTVrsquos morning show To get new orrevamp the current hosts would greatly help the PCTVmorning show Also we would recommend some addi-tional outdoor footage and modern sets and graphicsPeople are more likely to watch a morning show ifthey feel that the morning show is keeping up with thetimes and current trends
T509)-26 said they did not enjoy the hosts on ParkCity TV
56 said they watch other morning shows in-stead of Park City TV
47 said they would watch Park City TV if
there were more outdoors footage
When asked what additional elements respon-dents would like to see on Park City TV onerespondent said ldquoSlicker Production Elements-Better graphics for weather lighting and setsrdquo
Hamp E $2(( 98
8102019 Comms 318 Mountain Morning Show Book
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amp8+4(A gt39397)F5)amp 75amp
8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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lt
8102019 Comms 318 Mountain Morning Show Book
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A
$-( B(0 9amp3C D(3
=gt2gt
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 of the newest ways that organizations communicate with consumers Social media allowsorganizations to hold a continual conversation with consumers through the sharing of informa-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 satisfy their needs Park City Television already has social media accounts on Facebook Twitter and Ins-tagram Tese accounts are used fairly frequently Tere is an average of two or three posts oneach of these accounts every day Te content of these posts ranges from information about
f d l f k h ff f k d h l h h bl f h d h f d l
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2023
J
9-)amp $6) =DCY)(
PCTVrsquos current social media posting frequencyis adequate although survey respondents indicatedthat they would ideally only like to see one post perday on Facebook Currently PCTVrsquos Facebook pagefeatures multiple posts per day which some viewersconsider excessive If viewers do not 1047297nd all of thecontent posted as relevant to them then they will beinclined to unfollow block or hide future posts fromPCTV Content posted on Facebook needs to beengaging and interesting while not exceeding a rea-sonable limit for the number of posts each day Most
viewers responded that they would like to see photosand videos of relevant events celebrities and local con-tent from PCTV Foll owers utilize PCTV as an enter-tainment outlet and not typically a means of obtainingnews or other information Because of this contentshould be focused on entertaining and providingunique content for viewers to share with their friendsonline Many respondents requested more informationabout local events in Park City which is not availablein the larger media outlets Tey also would like to seeinterviews and pictures of athletes sponsored by PCTVAlthough much of this content is currently available onPark City Television there needs to be a more narrowfocus on local e vents
Social media management tools would help to
ensure the consistency of messaging across all of ParkCity Televisionrsquos social media channels Hootsuite al-lows pre-timed messages to be posted during the peaktraffic times for each viewer demographic Utilizing asocial media management would help to increase theeff ectiveness of social media messaging and could helpto monitor the traffic based upon the type of post and
the kind of contentMany of the individuals who responded to an
online survey indicated that they felt Park City Televi-sion had a strong social media presence Many weresatis1047297ed with the current content posted online andwere generally aware of the Mountain Morning ShowViewer 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 1047297rst taping Several responsesrequested on-screen weather information as well as
current news events and sports On-screen giveawaysand opportunities to interact with the cast memberswould increase the viewer interest during the PCTVMorning Show Dedicating 1047297 ve minutes or a portionof the show to live viewer feedback would drive view-ership as well as increase the engagement level of of viewers watching at home or on mobile devices
PCTV also needs to integrate Instagram into
events to pictures of everyday life in Park City For themost part the posts are eff ective in communicating in-formation to followers and allow Park City Televisionto keep followers informed Te Twitter account is es-pecially useful in getting direct feedback from follow-ers and eff ective in giving them individual feedbackPark City Television is eff ectively using its social mediaaccounts to stay connected to followers but there are afew recommendations that we feel would help improvesocial media use in terms of the Mountain MorningShow Park City Televisionrsquos social media strategy is
an eff ective means of keeping viewers engaged whileproviding an online forum where anyone can interactwith the station Te majority of individuals visitingPCTVrsquos social media are interested in the local areaaround Park City UT and want to stay informed aboutthe latest conditions and news in the area Keepingsocial media updated and current is essential to thepublic perception of Park City Television Visitors whoare able to 1047297nd information quickly and easily will bemore likely to return to the site more than one timeTis traffic increases the stationrsquos visibility and is animportant part of individualsrsquo perceptions
their morning show program possibly featuring photosubmission contests or including live updates of roadand weather conditions in the Park City Area If viewers have opportunities to submit content that isaired on the show then they will be engaged in each
program and invite their friends to also tucreates a viral marketing eff ect that over tiincrease the number of viewers watching PTelevision
PZ K2E2C)(-
One of the primary areas Park City Televisionneeds to address is the performance of their websiteCurrently the web page takes too long to load andperforms sluggishly when compared to other similarstation websites Visitors to the site do not want towait for long buff ering periods and low quality perfor-mance Increasing the server performance would helpto retain more visitors from the site who initially visit-ed the web page With this higher performance PCTVcould also feature 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-of-mouth advertising and ulti-mately would be much more eff ective than investing intraditional advertising channels
Te following information provides recom-
mendations for optimizing PCTVrsquos website perfor-mance
9D6S K2 Site speed is important for two main reasonsFirst your end-user experience--end-users are morelikely to return to website with snappy performanceSecond SEO site performance aff ects your rankingwith Google
Issue
No browser cachingSolution
Install caching pluginIssue
Image dimensions not speci1047297ed
SolutionSpecify dimensions in HTML or install plugin to do so
Issue
Media heavySolution Consider use of higher CPU or VPS hosting
9W= 7 Zamp 9 E H 6
8102019 Comms 318 Mountain Morning Show Book
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ltO
9W=S 7)()Zamp SEO stands for search engine optimizationSEO is vital to obtaining a high enough ranking for ap-plicable search terms to generating organic web trafficRight now parkcitytv has low traffic
IssueKeyword consistency SolutionMake sure each indexed keyword is represented inprevalent places in the site like the titles ltH1gt anddescriptions See Graphic for keywords
$Zamp =DCY)(S K2 It is projected that by 2016 more than half ofall internet use will be done on handheld devices suchas tablets and smartphones It is vital for your site toperform well and be easy to navigate on mobile devic-es
IssueTere is no mobile version of this siteSolutionCreate a mobile version
95CC)2G E H(6( Based upon the data collected from onlinesurveys and focus groups wersquove determined that ParkCity Television has a strong social media presence butneeds to integrate these platforms more eff ectively toengage viewers of the morning show program Allow-ing viewers with opportunities to submit photos and videos to be aired live during the show would increase viewership and allow viewers and their friends to feela personal connection to the morning show programViewer data also indicated that PCTV should limittheir Facebook messaging to one or two posts daily
only providing interesting and sharable content thatis relevant to viewer demographics Prize giveawaysand promotional off ers would attract more followersand allow Park City Television to increase their onlinepresence Providing these opportunities would alsocreate ldquobrand loyaltyrdquo and attract individuals to thewebsite on a more consistent basis Finally improvingthe online server performance would help to increaseweb site traffic and improve the online user experienceCurrently visitors to PCTVrsquos website experience slowloading pages and excessive buff ering which detersthem from accessing and sharing content on their ownsocial media networks Web performance needs to beimproved to allow streaming of high-de1047297nition con-tent and a faster browsing experience Tese changes
if implemented will make the most eff
ective morningshow for Park City Television
44 minutes total (x2 for second run)
8102019 Comms 318 Mountain Morning Show Book
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lt
$-( EF(+(2Glt+9397 amp-=
REnergetic Funny Wear bright colorsInteraction with social media (by sharing posts videos etc on the air)
4CD8209SBright colors and decorationsInclude outdoor segments (even pre-recorded) interspersed with studio contentPossibly change sets during show for variety
MCC2-)ampS16 minutes total (x2 for second run)More frequent shorter commercial breaks
+)G5
44 minutes total (x2 for second run)
000-130 Introduction to show Overview of dayrsquos content130-300 Local weather amp ski reports (Winter)300-600 Hosts interacting with viewers popular events amp pop culture (YouTubeSoc ial feature600-900 Local Spotlight (Businesses Destinations Shopping etc)900-1030 Uplifing localnational news with a Park City Spin1030-1100 Lead into content following commercial break 1100-1500 Commercial Break 1
1500-1800 Welcome back lead with ldquoFunrdquo section (eg cooking pop culture products)1800-2000 Local weather amp ski reports (Winter)2000-2400 Interview with visitor (cooking segment product overview how-to athlete etc)
2400-2530 Local activities and events coming up in Park City 2530-2600 Lead into content following commercial break 2600-3000 Commercial Break 2
3000-3030 Welcome back lead in to next section off -site (or simply outside)3030-3500 Off -site feature with footage that gets out of the studio3500-3700 Local weather amp ski reports (Winter)3700-4030 Pop culture Highlight online or local videos of outdoor sportsstunts4030-4100 Lead into content following commercial break 4100-4500 Commercial Break 3
4500-4530 Welcome back lead in to next section4530-4700 Submitted content to the show (photos videos etc)4700-4900 Local weather amp ski reports (Winter)4900-5000 Park City activities for later that day
5000-5400 Productgear overview 5400-5500 Invitation for individuals to submit content to the show through social media5500-5600 Signing off and preview of next show5600-6000 Commercial Break 4
P L M 6
8102019 Comms 318 Mountain Morning Show Book
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ltlt
P2L M6
About TODAY (nd) Te Today Show Retrieved from httpwwwtodaycomid29055142nstodaytabout-todayU1iVROZdWEw
De Moras L (2014 March 12) Live And Well Morning Shows Gain Ratings Ground Tanks To Stiff Competition amp Focus On Interactive Programming Deadline Hollywood Retrieved from httpwwwdeadlinecom201403morning-show-ratings-gains-today-good-morning-america-rivals
Guskin E (2010) Network By Te NumbersTe State of the News Media An Annual Report on AmericanJournalism Retrieved from httpstateofhemediaorg2011network-essaydata-page-5
Park City Television (About) (nd) Park City Television Retrieved from httpparkcitytvabout Stetler B(2013 Sept 27) In Ratings War lsquoGMArsquo Beats lsquoTodayrsquo for Full Season Te New York Times Retrievedfrom httpwwwnytimescom20130928businessmediagma-beats-today-over-a-full-seasonhtml
Stetler B (2010 Aug 31) TV News for Early Risers (or Late-to-Bedders) Te New YorkTimes Retrieved fromhttpwwwnytimescom20100901businessmedia01morninghtml
Stetler B (2013 April 18) Waking Up on the Wrong Side of the Ratings War Te New YorkTimes Retrievedfrom httpwwwnytimescom20130421magazinewho-can-save-the-today-showhtml
Taibi C (2014 Jan 28) More People Watching Local Morning Shows In 2013 Study Finds Huffington PostRetrieved from httpwwwhuffingtonpostcom20140128morning-shows-pew-research-center-viewership-audience-local-tv_n_4680813html
Tennant T (nd) Talk Isnrsquot Cheap A Brief History of the Talk Show About Retrieved from httptalkshowsaboutcomodmorningshowspTalkIsntCheaphtmTe Tonight Show With Jay Leno (nd) TVcom Retrieved from
httpwwwtvcomshowsthe-tonight-show-with-jay-lenoTomas L (2009 May 18) Top Five Outdoor TV Shows Yahoo Voices Retrieved from httpvoicesyahoocomtop-1047297 ve-outdoor-tv-shows-3335682htmlcat=47Tucker K (2012 Jul 26) lsquoTe Today Showrsquo lsquoGMArsquo and lsquoCBSTis Morningrsquo Are these the
most complex dramas on network television Entertainment Weekly Retrieved from
httpwatching-tvewcom20120726the-today-show-good-morning-america-cbs-this-morning-robin-robertsUtah (2013) State of Utah Outdoor Recreation Vision Utah Retrieved April 22 2014 from httpwwwutah
govgovernordocsOutdoorRecreationVisionpdf Recode (2014) Millennials Spend More Time Watching TV on Other Devices Recode Retrieved April 24
2014 from httprecodenet20140326teens-twentysomethings-spend-more-time-watching-tv-on-other-screens
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 323
lt
567+89 lt+9397 amp-=)
=gt2gt
Morning shows are television news pro-
grams shown live typically between 6 and 10amTey are ofen hosted by one person or asmall group of people and the show is designed
to be informative and entertainingT
is com-bination is known as infotainmentTe 1047297rsthalf of the morning show targets individualswho are getting ready for their day and preferwatching hard news Because of this the showsfeature some updates of recent events includ-ing political news business news and sportsnews as well as various interviews Anotherimportant element of morning shows is theforecast for the day and for large cities trafficreports Te second half of the show has moresof news where they show lifestyle interviewsand entertainment stories Morning showsfrom many TV channels off er a break for localstations or affiliates to air a small newscast that
serves as a recap of major local news headlinesMorning shows follow this same format inmany countries around the world Approxi-mately sixty-one countries use a similar formaton their own TV channels
8102019 Comms 318 Mountain Morning Show Book
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A
$2(( 98 9)-
For years morning shows had seen declining viewership particularly since 2004 An average of 124million people watched network morning news in2010 down 3 percent from 128 million in 2009 Onaverage viewership had been declining by 382000 viewers a year However not all the morning showssuff ered major declines Viewership of ABCrsquos GoodMorning America held steady at an average 43 mil-lion from 2008 to 2010 ratings were also stable at 32
share grew in 2010 to 124 up from 119 which meansthat a higher percentage of people who happened tobe watching TV during that time period were tuned toABC than the year before
Unfortunately for the CBS Early Show theysuff ered the largest loss in viewership falling to 29 mil-lion viewers from 31 million Ratings fell to 22 from23 in 2009 CBS share fell by 3 points to 85(Guskin 2010)
Afer a major decline in viewers for mostmorning shows from 2004 to 2010 audiences formorning shows have begun to grow since 2011 Anaverage of 131 million people watched the three majornetwork morning news programs up 54 percent from124 million in 2010 which is an increase of 666400 viewers for the year on average
While the Internet is responsible for some lossin potential morning show viewers as stated previous-ly early morning newscasts have been doing fairly wellover the past couple of years compared to the rest ofthe television business Tis is due in part because peo-
ple are busy getting ready for their day and are morelikely to turn on the TV than to take a moment tosearch something on the Internet However morning viewership can vary greatly depending on the marketbecause some people are more night owls then morn-ing people For example the Birmingham Ala marketis relatively wide awake at as early as 430 am with267 percent of households tuned in to early morningnewscastsTe Salt Lake City market has the lowestpercentage with 91 percent (Stetler 2010)
Morning news audiences skewed slightlyyounger than evening news audiences and were morelikely to be female Te average age of a regular morn-ing news show consumer in 2010 was 51 which is 1047297 veyears older than the average survey respondent andtwo years younger than the average evening news con-sumer (Guskin 2010)
Over two-thirds or 68 of morning newsaudiences were female compared to 52 of the sur- vey populationrdquo Currently more people are watchingmorning shows than in the past few years (Taibi 2014)Te following is a list of additional demographic infor-mation for what types of people watch morning showsGender of morning news viewers 38 percent male 62
percent femaleAges 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 TVthan men especially those with school-aged childrenIdeology of morning news audiences 25 percent Re-publican 29 percent Independent 39 percent Demo-crat
BC2)D8- E$2(( 98 F2
Education level of morning news audiences 27 per-cent college graduates 27 percent have some college46 percent of a high school diploma or less education(Taibi 2014)
Morning shows have proven to be a verylucrative business While the Internet has upendedthe nightly news and on-demand services like Net1047298ixcontinue to disrupt prime time the morning shows re-
main one place in the TV industry where the businessmodel still really works at least for now ldquoTodayrdquo earnsNBC $500 million in annual revenue because of its 1047297 vemillion 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 $100000 per epi-sode as opposed to $1 million or more for a TV dramaepisodeTese things combined have led to a prolifer-ation of talk shows and morning shows which is partof the reason why competition is so intense betweenmorning shows (Tennant nd)
Some of the most popular morning shows onthe air are Good Morning AmericaTe Today ShowTis Morning Morning Joe and New Day (Stetler2013) Good Morning America (GMA) at its numberone spot among successful morning shows has over53 million viewers on an average week day which is700000 more than second-placed Today Show (Stetler2013) Much of GMArsquos success can be attributed to thecontent they have on their show In the last few yearsGMA has become more entertaining with its storiesranging from serious news stories and sensationalcourt cases to celebrities and current trends WhileGMArsquos rivals dismiss the show as too tabloid-oriented
ABC defends GMArsquos coverage as a re1047298ection of what viewers 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 funny thingsintriguing subjects and good storytelling
Other major elements that contribute to thesuccess of these morning shows are the morning hosts
or anchors as well anyone else who runs thPeople ofen develop virtual relationships hosts and the nature of those relationshiper good or bad can ofen determine how ipeople are in watching the show Te relatdevelop can be comparable to the 1047297xation with their favorite celebritiesTe better pconnect with these hosts the more willing be to invest their time and attention to watshow Bernard M Timberg of the Museumcast Communication said ldquoTe host maindegree of control over their show from su
to comedic tone Tey are also the brand ary that burdenTe host can attract and renegotiate in kind for their program and inname a successor when they retirerdquo
Timberg also gave advice on anothaspect to morning show success He said ldquomust be experienced in the present tense wis broadcasted live or taped in front of an earlier in the dayTey should feel fresh aare happening in the moment even if the s10-year-old rerunrdquoTese are important elincorporate to create any successful show
Good Morning America ABCrsquos Good Morning America haone news anchor one lifestyle anchor and anchorTey themselves come from variougrounds as well For example one of the hRoberts is 53 and she studied communicatbreast cancer and publicly declared she is anumber and personalities of anchors play the set up and execution of each morningorder length and type segments that the sTe following is an outline of a typical GMbull 0000 - 0105 - Breaking newsbull 0105 - 0710 - Other news
bull 0710 - 0820 - Weatherbull 0820 - 1045 - Over the shoulder grap
and voice over videobull 1045 - 1249 - News with correspondebull Washingtonbull 1249 - 1500 - More newsbull 1500 - 1728 - Other newsbull Commercial break
$(G ( $2(( 98
95--E5amp $2(( 98 98 H2C)
8102019 Comms 318 Mountain Morning Show Book
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J
bull 1728 - 3145 - Newsbull 3155 - 3218 - Traffic updatebull 3218 - 3336 - Newsbull Commercial break
bull 3336 - 3652 - Pop newsbull 3652 - 3915 Newsbull 3915 - 4729 Dancing Cast Revealedbull Commercial break
bull 4729 - 5443 Dancing Cast Revealedbull 5443 - 5647 News on Oscarbull 5647 - Wrap Upbull Total Running Time 010450
NBC Today
NBC Today is similar to GMA It has a 2 mainhosts Matt Lauer who is 56 years old and SavannahGuthrie who is 42 years old Today also has a weatheranchor a news anchor and a social media reporterTe following is typical outline for Todaybull Breaking news 3 minutesbull Breaking news follow up 3 minutesbull Interviews with specialists possibly done
standing upbull Developing news 5 minutesbull Weather 2 minutesbull Short commercial break
bull World news special interest 3 minutesbull Orangeroom (social media reporting) 2 minutesbull Live tweetingbull Long commercial break bull Developing news 4 minutesbull Interview 8 minutesbull Pre-recorded done in intervieweersquos homebull Short commercial break bull Orangeroom 1 minutebull Developing news 4 minutesbull OrangeRoom 1 minutebull ldquoWhatrsquos Trending - 4 minutesbull Celebrit y interview 4 minutesbull Everyone sitting on the same couchbull Interview (continuing from earlier interview) 5
minutesbull Technology 3 minutesbull OrangeRoom 1 minutebull Commercial break bull Backstage with viewers 3 minutesbull Music live performance and interview 5 minutesbull Total run time 88 minutes In NBCrsquos Today show about every half hour
the anchors and other hosts would switch from sittingaround a high table to sitting on a couch Te col-or scheme of the set was orange and blue Te most viewed clips from the show are news interviews notcelebrity interviews and in most cases you canrsquot watchthe entire show online No news was repeated exceptfor the weather
Late Night Show
Late night shows are distinct from the theirmorning show counterparts but similar principles
and formatting apply to late night shows as they do formorning shows One major advantage that late nightshows have over morning shows is their shareabilityon social media and how they draw people to re-watchsegments of the show online Tis is due in part totheir unique content and format Jay Lenorsquos Late nightshow is one of the most successful late night showsand the following is an outline of a typical showbull Announcer talks about opening creditsbull Te 1047297rst part is a 10 minute monologue from Leno
talks about current events with comedy mixed inbull Example jokes based upon the facts of current
government blundersbull Second part is a comedy sketchbull Tis can be extremely varied ofen itrsquos comedy
involving spoofs on current events and popular1047297gures
bull Tird part and fourth parts are an interview with amain guest
bull Interviews can be extremely varied but they areofen with celebrities political 1047297gures actors andmusicians
bull Fifh part is an interview with a second guestbull Guests also are variedbull Te last segment is usually a musical performance
but sometimes a comedian performsbull Various bands and singers performed Park City TV is a licensed TV station founded
in 1987 that has developed a large and loyal audi-ence Park City TV broadcasts throughout SummitCounty to EvanstonCokeville WY as well as alongthe Wasatch Front in cities such as Payson ProvoSalt Lake City Ogden Logan Tooele and GrantsvilleTe total coverage for Park City TV gives the networkapproximately one million viewers Te basis of thisnetwork is a coverage of action sports action snowin particular Its purpose is to aim for young peopleincluding the young at heart Park City TV also has aFacebook and a Twitter page to promote the stationand reach out to its viewers Park City TV off ers manydiff erent services including the following
bull Show hosts who live work and play in the commu-nity
bull Show hosts tell people what theyrsquove learned aboutsuch as concerts restaurants and recreationalactivities happening in Park City and along theWasatch Front
Ideas for nightly dinner segments
bull Entertainment newsbull Headlines of national newsbull Minute by minute schedule of events and
pening on the show bull Online streaming availability for all showsbull Combining of LIVE local broadcasts that
news local events entertainment LIVE mterviews weather sports and a myriad of
bull Park Cityrsquos Emmy Award-winning TV stasports US ski and snowboarding music a
bull On Twitter at Park City TV with 5184 plubull Skyped athletes from Sochi during the Wi
Games of 2014bull Live stream available 24 hours a day on an
or device with internet accessbull Te station has an interactive map that shthey shoot or what the resort looks like
bull Short feature videos are available of PCTVshoots in Park City as well as other locatiocountry
(Park City Television nd)
K)2L MG NF
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8102019 Comms 318 Mountain Morning Show Book
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Local Park CityUtah Residents
Park City Television 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 ofwhich are white but there are is also a large Hispanicdemographic in Utah One of Utahrsquos biggest contribu-tors to itrsquos economy is tourism Utah has an abundanceof national parks ski resorts lakes rivers and otherfeatures that make it a prime location for outdoor rec-
reation and so people from all over the country cometo Utah to participate in these outdoors activities Butthat means there equally as many opportunities forUtahns to take advantage of Many people who livein Utah participate in outdoor recreational activitiesAnd in particular because Utah is known for a placewhere many families come or stay to raise their kidsfamily activities and events that take place in Utah areespecially appealing to locals Te Mountain Morningshow is capable of taking better advantage of the manyoutdoor activities and events that are family friend-ly and this can be realized by having the MountainMorning show feature more of these family friendlyoutdoor recreational activities (Utah 2013)
NationalInternational Audience
Currently Park City Television is broadcastmainly to people living in Utah and surrounding ParkCity It relays information that is relevant to the peopleliving in these areas and it caters to the self interest ofthese people In order for Park City Television to reachmore of a broader scale in the United States they needto come up with information that is relevant to morethan just the people who are living in Utah Tey needto see some sort of value that they can connect withand use in their daily livesTis could consist of ideassuch as reporting news that is more on a national scaleof impact as well as incorporating guests and segments
from all over the country On an international scalemany people tune in to keep up with their favoriteathletes or the live action that is involved with thenews coverage By incorporating this action and thefamous athletes that these people love it may be agreat opportunity to grow and connect more with aninternational audience (Park City TV 2014)
8102019 Comms 318 Mountain Morning Show Book
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lt
Ideas for SegmentsContentbull Run time 88 minutes of programming 32 minutes
of commercialsbull All diff erent types of sports newsbull How to segmentsbull eg Show how to rock climb on set by bringing in
rock climbers with all their gear and with a rockclimbing wall
bull eg Demonstrate survival skills needed for being
stranded in the mountainsbull Features of Sports Repair placesbull Highlights of local businessesbull Cooking and Food segmentsbull Include bringing in a chef from local restaurants to
cook dishesbull Weather updatesbull Have ticker across the bottom or on the side that
features weather updates in particular the snowsegments
bull Feature shorter segments that can be easily sharedon social media
bull Interviews with outdoors experts and athletesbull Videos of ExtremeCrazy activities that are related
to the show
bull Sports and outdoor gearproduct reviewsbull More segments on the outdoor setbull Comedy Skitsbull Eg Similar to skits featured on Saturday Night
Livebull Capitalize on Big Eventsbull Sundancebull Olympicsbull World skisnowboard championshipsbull X gamesbull More onsite interviews with famous celebritiesbull Every half hours switch settingsbull eg Good Morning America switches every half
hourbull Segments that feature events and activities associ-
ated with diff erent seasons of the yearbull Art Feature that goes once a week or every other
week bull eg Have a local painter come in to feature and tell
about their art
Hostsbull Hosts make or break your show bull Have more hosts on the show at once so they can
interact and build more chemistry (similar to theGood Morning America) more of an ensemble
bull Have more energetic funny hostsbull Have them wear more light colors or brighter
shades of colors (colors that wake you up)
Set Designbull Bright colors and decorationsbull Have theme colors for the show that could change
depending on whatrsquos being featured that day on theshow
bull Create a more modern look bull eg Have a sleek re1047298ective and cleaning-looking
metal for furniture materialbull eg Have furniture with more rich vibrant colorsbull Have a change in sets during the show move to
diff erent roomsbull If they want to keep the wood do a much lighter
colored woodbull Make it more modern lookingbull Bright lights bright settings get rid of panels on
the window bull Get rid of the large name bar on screen or make it
skinnier and go across only half the screenbull Have an area for cookingbull Install much bigger windowsbull Possibly have changing artwork for diff erent times
and seasonsbull Always have at least one segment of the show off
set at another location usually will be pre-recorded
Commercialsbull More frequent and shorter commercial breaksbull Potential Commercialsbull local hotels and lodges availablebull local places to eat
bull local shopsbull local outdoorrsquos equipment gearbull Park City TV and things associated with it
9-(6)2G 7)2-8 )(6 7-CC(6)(
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A
gt8)+8
=gt2gt
As we interviewed dozens of people about the shows they watched anthey interact with the media they consume we gained a lot of insight Te ke
we were interested in was the ldquoyoung at heartrdquo those who enjoyed creative fu venturous or outdoors activities who would be inclined to watch a PCTV shdemographic covers a majority of ldquoMillennialsrdquo so by discovering what mediconsume and how they interact with it we were able to put together a sketch a perfect show might look like We held two focus groups of 8 people rangingfrom 19 to 36 We also interviewed a sample of individuals on the streets of PTe following are questions and answers that we received from our research
8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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O
amp8+4gt3939=gt2gt
We surveyed 312 individualswho live in the Park City Salt Lake andProvo areasTe survey was initiallydistributed on Main Street in downtownPark City and was then posted on thePark City TV website and was also dis-tributed on social media through Face-book
Four percent of those surveyedsaid they live in Park City proper Workstatus varies with 25 percent who said
they work full-time while 58 percentsaid they work part-time We found that40 percent of these people are marriedand that 68 percent of these people arebetween the ages of 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 for-mat Afer an analysis of all 312 respons-es we identi1047297ed six recurring themesthroughout Te identi1047297ed themes are asfollows with supporting quotes
1 Humor 2 So f News3 Social Media4 Main Street Events amp Nightlife
5 Cookingrecipesdiets 6 Feel of Morning Show
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Respondents reported that in the morning theyare looking for entertaining material that helps themwake up and start their day right Many said they arelooking for 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 feel to Te Ellen DeGeneres ShowTey are looking for entertainment in the morningthat is not too intense or heavy with news and mate-
rial but rather 1047297lled with stories and TV hosts that areable to create an entertaining environment that makespeople laugh Many indicated that clean humor wasimportant to them
95(S Park City TV should consider the importantrole that humor plays in the retention of its viewersSome respondents did note that they feel the show isbland and would prefer hosts who are funny and whocan create an upbeat atmosphere with witty quips Wesuggest reporting on news stories that are either funnyor bizarre that entertain and make people laugh Wesuggest a more succinct mix between reporting newswhile also focusing on how to incorporate humor intothe show One step in this direction could be to bringfun guests on the show who help liven PCTV
T5SldquoI want to see funny clean humor that isclever and energizingrdquo
ldquoA morning show should not focus on worldevents and the sad things going on--pop cul-
ture is better for the morning I want to seesomething light-hearted that eases me intothe dayrdquo
ldquoI want a morning show 1047297lled 1047297lled withstu ff that would make me laugh and smileor just something really upli f ing in gener-alrdquo
ldquoIn the morning I donrsquot want somethingreally complicated or intense I just want towatch something thatrsquos easy to follow but
wittyrdquo
ldquoI want a morning show with humor newsstrange news commentary and fun guestson the showrdquo
ldquoI want to watch something like Ellen Itshould be semi-informative but entertain-ing and funny--but not o ff ensiverdquo
R5C2
U9EV One recurring theme we found was the factthat people want to be informed while watchingmorning shows however they do not watch to watcha morning show that is too intense or heavy and arerather looking for local news stories that are uplifinginspirational and motivatingTey want to watch newsthat helps them feel connected to the community andhelps them feel like they can go out and make a diff er-
ence in the world Some people mentioned that theyfeel the news is 1047297lled with so much pain and tragedyand they want to be informed about the positive thingsthat are happening in the world and about people whoare making a diff erenceTey want to be 1047297lled withhope in the world today
95( Many individuals who responded to whatelements would make up their perfect TV show in-cluded the fact that they are looking for news storiesand current events but really want those news storiesto be mostly uplifing and motivational contentTese viewers 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 TVuses the base mentality ldquois this content uplifing andinspiring to our viewersrdquo as a base for building thecore content of this morning show
T5
ldquoI want to watch something that is educa-tional inspirational and occasionally fun-nyrdquo
ldquoI like humor and upbeat commentatorsI would like to watch something that givesme a general brie 1047297ng of world nationaland even local news Irsquom extremely tired ofmainstream media outlets with a liberal
agenda approach to the news I wto see more upli f ing stories aboutetcTings that the majority the stream America have in commonall of the divisive issues or the isstruly belong to the minorityrdquo
ldquoI want to watch something that toptimistic goals and how to achieI would also love to watch somethworkout programs that would insp
ldquoI would love it if they would shanews stories teach recipes excercdening tips - basically wholesomeand educational - something thathoperdquo
ldquoI want to see something that is up
and energizingrdquo
ldquoI want to see some positive news world Something to motivate you you ready for the dayrdquo
ldquoI want a morning variety show news about good things people aremixed with important news of theand around the country I also wasee weather reports as well as highbreakfast and lunch recipesrdquo
ldquoMy perfect morning show would motivational content to get me extake on the worldrdquo
9E
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lt
Of the 300 individuals survey only 13 percentwatch morning shows While the type of morningshow varied the main morning shows that surveyorswatched were Good Morning America Te TodayShow and KSL 5 Tirty-three percent of surveyorseat breakfast while watching morning shows and 25percent watch while getting ready for the day Whenasked what surveyors found 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
95( We recommend that information made avail-able on Park City TV be made available on mobile de- vices Many people who took the survey reported thatthey want to access information from Park City TV ontheir mobile devices including nightlife activity eventsspecial events information happening in Park City andlocal news Most people reported they do not want toreceive noti1047297cations through social media from Park
City TV but prefer to seek out information on theirown
Participants in the survey reported their favor-ite aspects of morning shows and what they enjoyedseeing on Park City TV was local news Tey are look-ing for uplifing and inspiring stories of people in thecommunity and want to enjoy clean humor and ldquosofrdquonews in the morning Tey are especially interestedin receiving information about local night life of art
events and said their interest in Park City TV wouldgrow if there were less re-runs
9C -CC( 8CSTe type of show they want (funny so f news upli f ing stories)
When they want to hear from PCTV (onlyin mornings (if that) donrsquot want socialmedia sites blown up night events amp eventsoccurring downtown)
$2(( 98
Te world has shifed to an online platformwhere people turn for news entertainment and socialconnectedness We asked individuals how they wouldfeel about following PCTV on social media accountshow ofen they would like to see posts what kind ofposts they would like to see and what platforms ofsocial media they would use to connect with PCTV on
7-CC(6)(S We feel like the morning show needs to usesocial media to gain recognition and attract attention
with the younger generations Weekly posts couldbe helpful to inform viewers of the nightlife eventsathletes and other subjects that viewers want to see(Described in earlier section) Posting should not beexcessive but there needs to be a presence
T509)-24 said they would never like to see posts
from PCTV
41 said they would prefer to see monthly posts from PCTV
Te most important posting topics to our sam- ple group were -Gear and product updates
-Memesquotes -Do it yourself projects -Pro 1047297les of Olympic Athletes
79 of those surveyed do not currently follow
PCTV on social media platforms
9-)amp $6)
Park Cityrsquos Main Street is so popular becauseof the hometown feel and amazing businesses Weasked respondents what they wanted to hear about onPCTVrsquos morning show and many said they wanted theshow to be more connected to the happenings of thecity Giving information about events on Main Streetand the nightlife in the surrounding area would makethe show informative and fun
7-CC(6)(SPeople want to see whatrsquos going on close by
them We suggest that PCTV focus on the nightlifeand local events of Park City to give the show a moreuni1047297ed view Local businesses would also respond wellBlending entertainment and information about localevents would be a great addition to the show
T509)-SldquoFestival street interviews meet prounding night life or artsrdquo
ldquoA quick recap on news so that I cconnected to the world as I go o ff but always ending with something
so that I donrsquot go to work depresse
61 percent of the respondents ran porting on nightlife as ldquovery impowhen asked ldquoHow important wousee each of the following topics in TV social media postsrdquo
$)( 92 Wgt( X 8ampE
Cooking shows are incredibly popular in theUS because people love DIY activities especially whenthey involve food Most morning shows involve somesort of cooking segment to help wake people up in themorning and get them on their feet Many millennialscare about health and cooking shows can help peo-ple experiment and try healthy recipes and start theirmorning right
7-CC(6)(People want to see cooking segments while
watching a morning show Tey want to see seg-ments that involve cooking with in-season fruits and vegetables or items that most people already have intheir fridge For this segment it may be fun to havekid-friendly dishes or guest cooks It will be importantto have an overhead camera for this segment but it
would really be worth it
T509)-SldquoCooking or comedic entertainment
Ellenrdquo
ldquoIt would be funny talk about makeabout being a mom and talk about fand talk about cookingrdquo
5 percent of respondents put ldquootherrdquosponding to the question ldquoWhich of ing is the most important thing for yin a morning showrdquo Cooking was lildquootherrdquo comments
ldquoCooking morerdquo was emphasized in
tion ldquoWhat additional elements if a you like to see on Park City TVrdquo
When asked ldquoWhat are your favoriof Park City TVrdquo a few respondentldquocooking and sports segmentsrdquo
ML(07-D0B
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A
Te reason people do anything like watch amorning show is by the way that activity makes themfeel So we wanted to know what kind of morningshow feel respondents would want We asked questionsabout what they would like to see in a morning showand which morning shows they already watch to giveus a better idea of the direction PCTVrsquos morning showshould take
7-CC(6)(S Like mentioned in our previous sectionshumor and sof news is what the people want to seeWhat they donrsquot want to see are the dry hosts that arecurrently on PCTVrsquos morning show To get new orrevamp the current hosts would greatly help the PCTVmorning show Also we would recommend some addi-tional outdoor footage and modern sets and graphicsPeople are more likely to watch a morning show ifthey feel that the morning show is keeping up with thetimes and current trends
T509)-26 said they did not enjoy the hosts on ParkCity TV
56 said they watch other morning shows in-stead of Park City TV
47 said they would watch Park City TV if
there were more outdoors footage
When asked what additional elements respon-dents would like to see on Park City TV onerespondent said ldquoSlicker Production Elements-Better graphics for weather lighting and setsrdquo
Hamp E $2(( 98
8102019 Comms 318 Mountain Morning Show Book
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amp8+4(A gt39397)F5)amp 75amp
8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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lt
8102019 Comms 318 Mountain Morning Show Book
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A
$-( B(0 9amp3C D(3
=gt2gt
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 of the newest ways that organizations communicate with consumers Social media allowsorganizations to hold a continual conversation with consumers through the sharing of informa-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 satisfy their needs Park City Television already has social media accounts on Facebook Twitter and Ins-tagram Tese accounts are used fairly frequently Tere is an average of two or three posts oneach of these accounts every day Te content of these posts ranges from information about
f d l f k h ff f k d h l h h bl f h d h f d l
8102019 Comms 318 Mountain Morning Show Book
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9-)amp $6) =DCY)(
PCTVrsquos current social media posting frequencyis adequate although survey respondents indicatedthat they would ideally only like to see one post perday on Facebook Currently PCTVrsquos Facebook pagefeatures multiple posts per day which some viewersconsider excessive If viewers do not 1047297nd all of thecontent posted as relevant to them then they will beinclined to unfollow block or hide future posts fromPCTV Content posted on Facebook needs to beengaging and interesting while not exceeding a rea-sonable limit for the number of posts each day Most
viewers responded that they would like to see photosand videos of relevant events celebrities and local con-tent from PCTV Foll owers utilize PCTV as an enter-tainment outlet and not typically a means of obtainingnews or other information Because of this contentshould be focused on entertaining and providingunique content for viewers to share with their friendsonline Many respondents requested more informationabout local events in Park City which is not availablein the larger media outlets Tey also would like to seeinterviews and pictures of athletes sponsored by PCTVAlthough much of this content is currently available onPark City Television there needs to be a more narrowfocus on local e vents
Social media management tools would help to
ensure the consistency of messaging across all of ParkCity Televisionrsquos social media channels Hootsuite al-lows pre-timed messages to be posted during the peaktraffic times for each viewer demographic Utilizing asocial media management would help to increase theeff ectiveness of social media messaging and could helpto monitor the traffic based upon the type of post and
the kind of contentMany of the individuals who responded to an
online survey indicated that they felt Park City Televi-sion had a strong social media presence Many weresatis1047297ed with the current content posted online andwere generally aware of the Mountain Morning ShowViewer 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 1047297rst taping Several responsesrequested on-screen weather information as well as
current news events and sports On-screen giveawaysand opportunities to interact with the cast memberswould increase the viewer interest during the PCTVMorning Show Dedicating 1047297 ve minutes or a portionof the show to live viewer feedback would drive view-ership as well as increase the engagement level of of viewers watching at home or on mobile devices
PCTV also needs to integrate Instagram into
events to pictures of everyday life in Park City For themost part the posts are eff ective in communicating in-formation to followers and allow Park City Televisionto keep followers informed Te Twitter account is es-pecially useful in getting direct feedback from follow-ers and eff ective in giving them individual feedbackPark City Television is eff ectively using its social mediaaccounts to stay connected to followers but there are afew recommendations that we feel would help improvesocial media use in terms of the Mountain MorningShow Park City Televisionrsquos social media strategy is
an eff ective means of keeping viewers engaged whileproviding an online forum where anyone can interactwith the station Te majority of individuals visitingPCTVrsquos social media are interested in the local areaaround Park City UT and want to stay informed aboutthe latest conditions and news in the area Keepingsocial media updated and current is essential to thepublic perception of Park City Television Visitors whoare able to 1047297nd information quickly and easily will bemore likely to return to the site more than one timeTis traffic increases the stationrsquos visibility and is animportant part of individualsrsquo perceptions
their morning show program possibly featuring photosubmission contests or including live updates of roadand weather conditions in the Park City Area If viewers have opportunities to submit content that isaired on the show then they will be engaged in each
program and invite their friends to also tucreates a viral marketing eff ect that over tiincrease the number of viewers watching PTelevision
PZ K2E2C)(-
One of the primary areas Park City Televisionneeds to address is the performance of their websiteCurrently the web page takes too long to load andperforms sluggishly when compared to other similarstation websites Visitors to the site do not want towait for long buff ering periods and low quality perfor-mance Increasing the server performance would helpto retain more visitors from the site who initially visit-ed the web page With this higher performance PCTVcould also feature 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-of-mouth advertising and ulti-mately would be much more eff ective than investing intraditional advertising channels
Te following information provides recom-
mendations for optimizing PCTVrsquos website perfor-mance
9D6S K2 Site speed is important for two main reasonsFirst your end-user experience--end-users are morelikely to return to website with snappy performanceSecond SEO site performance aff ects your rankingwith Google
Issue
No browser cachingSolution
Install caching pluginIssue
Image dimensions not speci1047297ed
SolutionSpecify dimensions in HTML or install plugin to do so
Issue
Media heavySolution Consider use of higher CPU or VPS hosting
9W= 7 Zamp 9 E H 6
8102019 Comms 318 Mountain Morning Show Book
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ltO
9W=S 7)()Zamp SEO stands for search engine optimizationSEO is vital to obtaining a high enough ranking for ap-plicable search terms to generating organic web trafficRight now parkcitytv has low traffic
IssueKeyword consistency SolutionMake sure each indexed keyword is represented inprevalent places in the site like the titles ltH1gt anddescriptions See Graphic for keywords
$Zamp =DCY)(S K2 It is projected that by 2016 more than half ofall internet use will be done on handheld devices suchas tablets and smartphones It is vital for your site toperform well and be easy to navigate on mobile devic-es
IssueTere is no mobile version of this siteSolutionCreate a mobile version
95CC)2G E H(6( Based upon the data collected from onlinesurveys and focus groups wersquove determined that ParkCity Television has a strong social media presence butneeds to integrate these platforms more eff ectively toengage viewers of the morning show program Allow-ing viewers with opportunities to submit photos and videos to be aired live during the show would increase viewership and allow viewers and their friends to feela personal connection to the morning show programViewer data also indicated that PCTV should limittheir Facebook messaging to one or two posts daily
only providing interesting and sharable content thatis relevant to viewer demographics Prize giveawaysand promotional off ers would attract more followersand allow Park City Television to increase their onlinepresence Providing these opportunities would alsocreate ldquobrand loyaltyrdquo and attract individuals to thewebsite on a more consistent basis Finally improvingthe online server performance would help to increaseweb site traffic and improve the online user experienceCurrently visitors to PCTVrsquos website experience slowloading pages and excessive buff ering which detersthem from accessing and sharing content on their ownsocial media networks Web performance needs to beimproved to allow streaming of high-de1047297nition con-tent and a faster browsing experience Tese changes
if implemented will make the most eff
ective morningshow for Park City Television
44 minutes total (x2 for second run)
8102019 Comms 318 Mountain Morning Show Book
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lt
$-( EF(+(2Glt+9397 amp-=
REnergetic Funny Wear bright colorsInteraction with social media (by sharing posts videos etc on the air)
4CD8209SBright colors and decorationsInclude outdoor segments (even pre-recorded) interspersed with studio contentPossibly change sets during show for variety
MCC2-)ampS16 minutes total (x2 for second run)More frequent shorter commercial breaks
+)G5
44 minutes total (x2 for second run)
000-130 Introduction to show Overview of dayrsquos content130-300 Local weather amp ski reports (Winter)300-600 Hosts interacting with viewers popular events amp pop culture (YouTubeSoc ial feature600-900 Local Spotlight (Businesses Destinations Shopping etc)900-1030 Uplifing localnational news with a Park City Spin1030-1100 Lead into content following commercial break 1100-1500 Commercial Break 1
1500-1800 Welcome back lead with ldquoFunrdquo section (eg cooking pop culture products)1800-2000 Local weather amp ski reports (Winter)2000-2400 Interview with visitor (cooking segment product overview how-to athlete etc)
2400-2530 Local activities and events coming up in Park City 2530-2600 Lead into content following commercial break 2600-3000 Commercial Break 2
3000-3030 Welcome back lead in to next section off -site (or simply outside)3030-3500 Off -site feature with footage that gets out of the studio3500-3700 Local weather amp ski reports (Winter)3700-4030 Pop culture Highlight online or local videos of outdoor sportsstunts4030-4100 Lead into content following commercial break 4100-4500 Commercial Break 3
4500-4530 Welcome back lead in to next section4530-4700 Submitted content to the show (photos videos etc)4700-4900 Local weather amp ski reports (Winter)4900-5000 Park City activities for later that day
5000-5400 Productgear overview 5400-5500 Invitation for individuals to submit content to the show through social media5500-5600 Signing off and preview of next show5600-6000 Commercial Break 4
P L M 6
8102019 Comms 318 Mountain Morning Show Book
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ltlt
P2L M6
About TODAY (nd) Te Today Show Retrieved from httpwwwtodaycomid29055142nstodaytabout-todayU1iVROZdWEw
De Moras L (2014 March 12) Live And Well Morning Shows Gain Ratings Ground Tanks To Stiff Competition amp Focus On Interactive Programming Deadline Hollywood Retrieved from httpwwwdeadlinecom201403morning-show-ratings-gains-today-good-morning-america-rivals
Guskin E (2010) Network By Te NumbersTe State of the News Media An Annual Report on AmericanJournalism Retrieved from httpstateofhemediaorg2011network-essaydata-page-5
Park City Television (About) (nd) Park City Television Retrieved from httpparkcitytvabout Stetler B(2013 Sept 27) In Ratings War lsquoGMArsquo Beats lsquoTodayrsquo for Full Season Te New York Times Retrievedfrom httpwwwnytimescom20130928businessmediagma-beats-today-over-a-full-seasonhtml
Stetler B (2010 Aug 31) TV News for Early Risers (or Late-to-Bedders) Te New YorkTimes Retrieved fromhttpwwwnytimescom20100901businessmedia01morninghtml
Stetler B (2013 April 18) Waking Up on the Wrong Side of the Ratings War Te New YorkTimes Retrievedfrom httpwwwnytimescom20130421magazinewho-can-save-the-today-showhtml
Taibi C (2014 Jan 28) More People Watching Local Morning Shows In 2013 Study Finds Huffington PostRetrieved from httpwwwhuffingtonpostcom20140128morning-shows-pew-research-center-viewership-audience-local-tv_n_4680813html
Tennant T (nd) Talk Isnrsquot Cheap A Brief History of the Talk Show About Retrieved from httptalkshowsaboutcomodmorningshowspTalkIsntCheaphtmTe Tonight Show With Jay Leno (nd) TVcom Retrieved from
httpwwwtvcomshowsthe-tonight-show-with-jay-lenoTomas L (2009 May 18) Top Five Outdoor TV Shows Yahoo Voices Retrieved from httpvoicesyahoocomtop-1047297 ve-outdoor-tv-shows-3335682htmlcat=47Tucker K (2012 Jul 26) lsquoTe Today Showrsquo lsquoGMArsquo and lsquoCBSTis Morningrsquo Are these the
most complex dramas on network television Entertainment Weekly Retrieved from
httpwatching-tvewcom20120726the-today-show-good-morning-america-cbs-this-morning-robin-robertsUtah (2013) State of Utah Outdoor Recreation Vision Utah Retrieved April 22 2014 from httpwwwutah
govgovernordocsOutdoorRecreationVisionpdf Recode (2014) Millennials Spend More Time Watching TV on Other Devices Recode Retrieved April 24
2014 from httprecodenet20140326teens-twentysomethings-spend-more-time-watching-tv-on-other-screens
8102019 Comms 318 Mountain Morning Show Book
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A
$2(( 98 9)-
For years morning shows had seen declining viewership particularly since 2004 An average of 124million people watched network morning news in2010 down 3 percent from 128 million in 2009 Onaverage viewership had been declining by 382000 viewers a year However not all the morning showssuff ered major declines Viewership of ABCrsquos GoodMorning America held steady at an average 43 mil-lion from 2008 to 2010 ratings were also stable at 32
share grew in 2010 to 124 up from 119 which meansthat a higher percentage of people who happened tobe watching TV during that time period were tuned toABC than the year before
Unfortunately for the CBS Early Show theysuff ered the largest loss in viewership falling to 29 mil-lion viewers from 31 million Ratings fell to 22 from23 in 2009 CBS share fell by 3 points to 85(Guskin 2010)
Afer a major decline in viewers for mostmorning shows from 2004 to 2010 audiences formorning shows have begun to grow since 2011 Anaverage of 131 million people watched the three majornetwork morning news programs up 54 percent from124 million in 2010 which is an increase of 666400 viewers for the year on average
While the Internet is responsible for some lossin potential morning show viewers as stated previous-ly early morning newscasts have been doing fairly wellover the past couple of years compared to the rest ofthe television business Tis is due in part because peo-
ple are busy getting ready for their day and are morelikely to turn on the TV than to take a moment tosearch something on the Internet However morning viewership can vary greatly depending on the marketbecause some people are more night owls then morn-ing people For example the Birmingham Ala marketis relatively wide awake at as early as 430 am with267 percent of households tuned in to early morningnewscastsTe Salt Lake City market has the lowestpercentage with 91 percent (Stetler 2010)
Morning news audiences skewed slightlyyounger than evening news audiences and were morelikely to be female Te average age of a regular morn-ing news show consumer in 2010 was 51 which is 1047297 veyears older than the average survey respondent andtwo years younger than the average evening news con-sumer (Guskin 2010)
Over two-thirds or 68 of morning newsaudiences were female compared to 52 of the sur- vey populationrdquo Currently more people are watchingmorning shows than in the past few years (Taibi 2014)Te following is a list of additional demographic infor-mation for what types of people watch morning showsGender of morning news viewers 38 percent male 62
percent femaleAges 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 TVthan men especially those with school-aged childrenIdeology of morning news audiences 25 percent Re-publican 29 percent Independent 39 percent Demo-crat
BC2)D8- E$2(( 98 F2
Education level of morning news audiences 27 per-cent college graduates 27 percent have some college46 percent of a high school diploma or less education(Taibi 2014)
Morning shows have proven to be a verylucrative business While the Internet has upendedthe nightly news and on-demand services like Net1047298ixcontinue to disrupt prime time the morning shows re-
main one place in the TV industry where the businessmodel still really works at least for now ldquoTodayrdquo earnsNBC $500 million in annual revenue because of its 1047297 vemillion 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 $100000 per epi-sode as opposed to $1 million or more for a TV dramaepisodeTese things combined have led to a prolifer-ation of talk shows and morning shows which is partof the reason why competition is so intense betweenmorning shows (Tennant nd)
Some of the most popular morning shows onthe air are Good Morning AmericaTe Today ShowTis Morning Morning Joe and New Day (Stetler2013) Good Morning America (GMA) at its numberone spot among successful morning shows has over53 million viewers on an average week day which is700000 more than second-placed Today Show (Stetler2013) Much of GMArsquos success can be attributed to thecontent they have on their show In the last few yearsGMA has become more entertaining with its storiesranging from serious news stories and sensationalcourt cases to celebrities and current trends WhileGMArsquos rivals dismiss the show as too tabloid-oriented
ABC defends GMArsquos coverage as a re1047298ection of what viewers 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 funny thingsintriguing subjects and good storytelling
Other major elements that contribute to thesuccess of these morning shows are the morning hosts
or anchors as well anyone else who runs thPeople ofen develop virtual relationships hosts and the nature of those relationshiper good or bad can ofen determine how ipeople are in watching the show Te relatdevelop can be comparable to the 1047297xation with their favorite celebritiesTe better pconnect with these hosts the more willing be to invest their time and attention to watshow Bernard M Timberg of the Museumcast Communication said ldquoTe host maindegree of control over their show from su
to comedic tone Tey are also the brand ary that burdenTe host can attract and renegotiate in kind for their program and inname a successor when they retirerdquo
Timberg also gave advice on anothaspect to morning show success He said ldquomust be experienced in the present tense wis broadcasted live or taped in front of an earlier in the dayTey should feel fresh aare happening in the moment even if the s10-year-old rerunrdquoTese are important elincorporate to create any successful show
Good Morning America ABCrsquos Good Morning America haone news anchor one lifestyle anchor and anchorTey themselves come from variougrounds as well For example one of the hRoberts is 53 and she studied communicatbreast cancer and publicly declared she is anumber and personalities of anchors play the set up and execution of each morningorder length and type segments that the sTe following is an outline of a typical GMbull 0000 - 0105 - Breaking newsbull 0105 - 0710 - Other news
bull 0710 - 0820 - Weatherbull 0820 - 1045 - Over the shoulder grap
and voice over videobull 1045 - 1249 - News with correspondebull Washingtonbull 1249 - 1500 - More newsbull 1500 - 1728 - Other newsbull Commercial break
$(G ( $2(( 98
95--E5amp $2(( 98 98 H2C)
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 523
J
bull 1728 - 3145 - Newsbull 3155 - 3218 - Traffic updatebull 3218 - 3336 - Newsbull Commercial break
bull 3336 - 3652 - Pop newsbull 3652 - 3915 Newsbull 3915 - 4729 Dancing Cast Revealedbull Commercial break
bull 4729 - 5443 Dancing Cast Revealedbull 5443 - 5647 News on Oscarbull 5647 - Wrap Upbull Total Running Time 010450
NBC Today
NBC Today is similar to GMA It has a 2 mainhosts Matt Lauer who is 56 years old and SavannahGuthrie who is 42 years old Today also has a weatheranchor a news anchor and a social media reporterTe following is typical outline for Todaybull Breaking news 3 minutesbull Breaking news follow up 3 minutesbull Interviews with specialists possibly done
standing upbull Developing news 5 minutesbull Weather 2 minutesbull Short commercial break
bull World news special interest 3 minutesbull Orangeroom (social media reporting) 2 minutesbull Live tweetingbull Long commercial break bull Developing news 4 minutesbull Interview 8 minutesbull Pre-recorded done in intervieweersquos homebull Short commercial break bull Orangeroom 1 minutebull Developing news 4 minutesbull OrangeRoom 1 minutebull ldquoWhatrsquos Trending - 4 minutesbull Celebrit y interview 4 minutesbull Everyone sitting on the same couchbull Interview (continuing from earlier interview) 5
minutesbull Technology 3 minutesbull OrangeRoom 1 minutebull Commercial break bull Backstage with viewers 3 minutesbull Music live performance and interview 5 minutesbull Total run time 88 minutes In NBCrsquos Today show about every half hour
the anchors and other hosts would switch from sittingaround a high table to sitting on a couch Te col-or scheme of the set was orange and blue Te most viewed clips from the show are news interviews notcelebrity interviews and in most cases you canrsquot watchthe entire show online No news was repeated exceptfor the weather
Late Night Show
Late night shows are distinct from the theirmorning show counterparts but similar principles
and formatting apply to late night shows as they do formorning shows One major advantage that late nightshows have over morning shows is their shareabilityon social media and how they draw people to re-watchsegments of the show online Tis is due in part totheir unique content and format Jay Lenorsquos Late nightshow is one of the most successful late night showsand the following is an outline of a typical showbull Announcer talks about opening creditsbull Te 1047297rst part is a 10 minute monologue from Leno
talks about current events with comedy mixed inbull Example jokes based upon the facts of current
government blundersbull Second part is a comedy sketchbull Tis can be extremely varied ofen itrsquos comedy
involving spoofs on current events and popular1047297gures
bull Tird part and fourth parts are an interview with amain guest
bull Interviews can be extremely varied but they areofen with celebrities political 1047297gures actors andmusicians
bull Fifh part is an interview with a second guestbull Guests also are variedbull Te last segment is usually a musical performance
but sometimes a comedian performsbull Various bands and singers performed Park City TV is a licensed TV station founded
in 1987 that has developed a large and loyal audi-ence Park City TV broadcasts throughout SummitCounty to EvanstonCokeville WY as well as alongthe Wasatch Front in cities such as Payson ProvoSalt Lake City Ogden Logan Tooele and GrantsvilleTe total coverage for Park City TV gives the networkapproximately one million viewers Te basis of thisnetwork is a coverage of action sports action snowin particular Its purpose is to aim for young peopleincluding the young at heart Park City TV also has aFacebook and a Twitter page to promote the stationand reach out to its viewers Park City TV off ers manydiff erent services including the following
bull Show hosts who live work and play in the commu-nity
bull Show hosts tell people what theyrsquove learned aboutsuch as concerts restaurants and recreationalactivities happening in Park City and along theWasatch Front
Ideas for nightly dinner segments
bull Entertainment newsbull Headlines of national newsbull Minute by minute schedule of events and
pening on the show bull Online streaming availability for all showsbull Combining of LIVE local broadcasts that
news local events entertainment LIVE mterviews weather sports and a myriad of
bull Park Cityrsquos Emmy Award-winning TV stasports US ski and snowboarding music a
bull On Twitter at Park City TV with 5184 plubull Skyped athletes from Sochi during the Wi
Games of 2014bull Live stream available 24 hours a day on an
or device with internet accessbull Te station has an interactive map that shthey shoot or what the resort looks like
bull Short feature videos are available of PCTVshoots in Park City as well as other locatiocountry
(Park City Television nd)
K)2L MG NF
8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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Local Park CityUtah Residents
Park City Television 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 ofwhich are white but there are is also a large Hispanicdemographic in Utah One of Utahrsquos biggest contribu-tors to itrsquos economy is tourism Utah has an abundanceof national parks ski resorts lakes rivers and otherfeatures that make it a prime location for outdoor rec-
reation and so people from all over the country cometo Utah to participate in these outdoors activities Butthat means there equally as many opportunities forUtahns to take advantage of Many people who livein Utah participate in outdoor recreational activitiesAnd in particular because Utah is known for a placewhere many families come or stay to raise their kidsfamily activities and events that take place in Utah areespecially appealing to locals Te Mountain Morningshow is capable of taking better advantage of the manyoutdoor activities and events that are family friend-ly and this can be realized by having the MountainMorning show feature more of these family friendlyoutdoor recreational activities (Utah 2013)
NationalInternational Audience
Currently Park City Television is broadcastmainly to people living in Utah and surrounding ParkCity It relays information that is relevant to the peopleliving in these areas and it caters to the self interest ofthese people In order for Park City Television to reachmore of a broader scale in the United States they needto come up with information that is relevant to morethan just the people who are living in Utah Tey needto see some sort of value that they can connect withand use in their daily livesTis could consist of ideassuch as reporting news that is more on a national scaleof impact as well as incorporating guests and segments
from all over the country On an international scalemany people tune in to keep up with their favoriteathletes or the live action that is involved with thenews coverage By incorporating this action and thefamous athletes that these people love it may be agreat opportunity to grow and connect more with aninternational audience (Park City TV 2014)
8102019 Comms 318 Mountain Morning Show Book
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lt
Ideas for SegmentsContentbull Run time 88 minutes of programming 32 minutes
of commercialsbull All diff erent types of sports newsbull How to segmentsbull eg Show how to rock climb on set by bringing in
rock climbers with all their gear and with a rockclimbing wall
bull eg Demonstrate survival skills needed for being
stranded in the mountainsbull Features of Sports Repair placesbull Highlights of local businessesbull Cooking and Food segmentsbull Include bringing in a chef from local restaurants to
cook dishesbull Weather updatesbull Have ticker across the bottom or on the side that
features weather updates in particular the snowsegments
bull Feature shorter segments that can be easily sharedon social media
bull Interviews with outdoors experts and athletesbull Videos of ExtremeCrazy activities that are related
to the show
bull Sports and outdoor gearproduct reviewsbull More segments on the outdoor setbull Comedy Skitsbull Eg Similar to skits featured on Saturday Night
Livebull Capitalize on Big Eventsbull Sundancebull Olympicsbull World skisnowboard championshipsbull X gamesbull More onsite interviews with famous celebritiesbull Every half hours switch settingsbull eg Good Morning America switches every half
hourbull Segments that feature events and activities associ-
ated with diff erent seasons of the yearbull Art Feature that goes once a week or every other
week bull eg Have a local painter come in to feature and tell
about their art
Hostsbull Hosts make or break your show bull Have more hosts on the show at once so they can
interact and build more chemistry (similar to theGood Morning America) more of an ensemble
bull Have more energetic funny hostsbull Have them wear more light colors or brighter
shades of colors (colors that wake you up)
Set Designbull Bright colors and decorationsbull Have theme colors for the show that could change
depending on whatrsquos being featured that day on theshow
bull Create a more modern look bull eg Have a sleek re1047298ective and cleaning-looking
metal for furniture materialbull eg Have furniture with more rich vibrant colorsbull Have a change in sets during the show move to
diff erent roomsbull If they want to keep the wood do a much lighter
colored woodbull Make it more modern lookingbull Bright lights bright settings get rid of panels on
the window bull Get rid of the large name bar on screen or make it
skinnier and go across only half the screenbull Have an area for cookingbull Install much bigger windowsbull Possibly have changing artwork for diff erent times
and seasonsbull Always have at least one segment of the show off
set at another location usually will be pre-recorded
Commercialsbull More frequent and shorter commercial breaksbull Potential Commercialsbull local hotels and lodges availablebull local places to eat
bull local shopsbull local outdoorrsquos equipment gearbull Park City TV and things associated with it
9-(6)2G 7)2-8 )(6 7-CC(6)(
8102019 Comms 318 Mountain Morning Show Book
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A
gt8)+8
=gt2gt
As we interviewed dozens of people about the shows they watched anthey interact with the media they consume we gained a lot of insight Te ke
we were interested in was the ldquoyoung at heartrdquo those who enjoyed creative fu venturous or outdoors activities who would be inclined to watch a PCTV shdemographic covers a majority of ldquoMillennialsrdquo so by discovering what mediconsume and how they interact with it we were able to put together a sketch a perfect show might look like We held two focus groups of 8 people rangingfrom 19 to 36 We also interviewed a sample of individuals on the streets of PTe following are questions and answers that we received from our research
8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1123
O
amp8+4gt3939=gt2gt
We surveyed 312 individualswho live in the Park City Salt Lake andProvo areasTe survey was initiallydistributed on Main Street in downtownPark City and was then posted on thePark City TV website and was also dis-tributed on social media through Face-book
Four percent of those surveyedsaid they live in Park City proper Workstatus varies with 25 percent who said
they work full-time while 58 percentsaid they work part-time We found that40 percent of these people are marriedand that 68 percent of these people arebetween the ages of 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 for-mat Afer an analysis of all 312 respons-es we identi1047297ed six recurring themesthroughout Te identi1047297ed themes are asfollows with supporting quotes
1 Humor 2 So f News3 Social Media4 Main Street Events amp Nightlife
5 Cookingrecipesdiets 6 Feel of Morning Show
8102019 Comms 318 Mountain Morning Show Book
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Respondents reported that in the morning theyare looking for entertaining material that helps themwake up and start their day right Many said they arelooking for 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 feel to Te Ellen DeGeneres ShowTey are looking for entertainment in the morningthat is not too intense or heavy with news and mate-
rial but rather 1047297lled with stories and TV hosts that areable to create an entertaining environment that makespeople laugh Many indicated that clean humor wasimportant to them
95(S Park City TV should consider the importantrole that humor plays in the retention of its viewersSome respondents did note that they feel the show isbland and would prefer hosts who are funny and whocan create an upbeat atmosphere with witty quips Wesuggest reporting on news stories that are either funnyor bizarre that entertain and make people laugh Wesuggest a more succinct mix between reporting newswhile also focusing on how to incorporate humor intothe show One step in this direction could be to bringfun guests on the show who help liven PCTV
T5SldquoI want to see funny clean humor that isclever and energizingrdquo
ldquoA morning show should not focus on worldevents and the sad things going on--pop cul-
ture is better for the morning I want to seesomething light-hearted that eases me intothe dayrdquo
ldquoI want a morning show 1047297lled 1047297lled withstu ff that would make me laugh and smileor just something really upli f ing in gener-alrdquo
ldquoIn the morning I donrsquot want somethingreally complicated or intense I just want towatch something thatrsquos easy to follow but
wittyrdquo
ldquoI want a morning show with humor newsstrange news commentary and fun guestson the showrdquo
ldquoI want to watch something like Ellen Itshould be semi-informative but entertain-ing and funny--but not o ff ensiverdquo
R5C2
U9EV One recurring theme we found was the factthat people want to be informed while watchingmorning shows however they do not watch to watcha morning show that is too intense or heavy and arerather looking for local news stories that are uplifinginspirational and motivatingTey want to watch newsthat helps them feel connected to the community andhelps them feel like they can go out and make a diff er-
ence in the world Some people mentioned that theyfeel the news is 1047297lled with so much pain and tragedyand they want to be informed about the positive thingsthat are happening in the world and about people whoare making a diff erenceTey want to be 1047297lled withhope in the world today
95( Many individuals who responded to whatelements would make up their perfect TV show in-cluded the fact that they are looking for news storiesand current events but really want those news storiesto be mostly uplifing and motivational contentTese viewers 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 TVuses the base mentality ldquois this content uplifing andinspiring to our viewersrdquo as a base for building thecore content of this morning show
T5
ldquoI want to watch something that is educa-tional inspirational and occasionally fun-nyrdquo
ldquoI like humor and upbeat commentatorsI would like to watch something that givesme a general brie 1047297ng of world nationaland even local news Irsquom extremely tired ofmainstream media outlets with a liberal
agenda approach to the news I wto see more upli f ing stories aboutetcTings that the majority the stream America have in commonall of the divisive issues or the isstruly belong to the minorityrdquo
ldquoI want to watch something that toptimistic goals and how to achieI would also love to watch somethworkout programs that would insp
ldquoI would love it if they would shanews stories teach recipes excercdening tips - basically wholesomeand educational - something thathoperdquo
ldquoI want to see something that is up
and energizingrdquo
ldquoI want to see some positive news world Something to motivate you you ready for the dayrdquo
ldquoI want a morning variety show news about good things people aremixed with important news of theand around the country I also wasee weather reports as well as highbreakfast and lunch recipesrdquo
ldquoMy perfect morning show would motivational content to get me extake on the worldrdquo
9E
8102019 Comms 318 Mountain Morning Show Book
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lt
Of the 300 individuals survey only 13 percentwatch morning shows While the type of morningshow varied the main morning shows that surveyorswatched were Good Morning America Te TodayShow and KSL 5 Tirty-three percent of surveyorseat breakfast while watching morning shows and 25percent watch while getting ready for the day Whenasked what surveyors found 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
95( We recommend that information made avail-able on Park City TV be made available on mobile de- vices Many people who took the survey reported thatthey want to access information from Park City TV ontheir mobile devices including nightlife activity eventsspecial events information happening in Park City andlocal news Most people reported they do not want toreceive noti1047297cations through social media from Park
City TV but prefer to seek out information on theirown
Participants in the survey reported their favor-ite aspects of morning shows and what they enjoyedseeing on Park City TV was local news Tey are look-ing for uplifing and inspiring stories of people in thecommunity and want to enjoy clean humor and ldquosofrdquonews in the morning Tey are especially interestedin receiving information about local night life of art
events and said their interest in Park City TV wouldgrow if there were less re-runs
9C -CC( 8CSTe type of show they want (funny so f news upli f ing stories)
When they want to hear from PCTV (onlyin mornings (if that) donrsquot want socialmedia sites blown up night events amp eventsoccurring downtown)
$2(( 98
Te world has shifed to an online platformwhere people turn for news entertainment and socialconnectedness We asked individuals how they wouldfeel about following PCTV on social media accountshow ofen they would like to see posts what kind ofposts they would like to see and what platforms ofsocial media they would use to connect with PCTV on
7-CC(6)(S We feel like the morning show needs to usesocial media to gain recognition and attract attention
with the younger generations Weekly posts couldbe helpful to inform viewers of the nightlife eventsathletes and other subjects that viewers want to see(Described in earlier section) Posting should not beexcessive but there needs to be a presence
T509)-24 said they would never like to see posts
from PCTV
41 said they would prefer to see monthly posts from PCTV
Te most important posting topics to our sam- ple group were -Gear and product updates
-Memesquotes -Do it yourself projects -Pro 1047297les of Olympic Athletes
79 of those surveyed do not currently follow
PCTV on social media platforms
9-)amp $6)
Park Cityrsquos Main Street is so popular becauseof the hometown feel and amazing businesses Weasked respondents what they wanted to hear about onPCTVrsquos morning show and many said they wanted theshow to be more connected to the happenings of thecity Giving information about events on Main Streetand the nightlife in the surrounding area would makethe show informative and fun
7-CC(6)(SPeople want to see whatrsquos going on close by
them We suggest that PCTV focus on the nightlifeand local events of Park City to give the show a moreuni1047297ed view Local businesses would also respond wellBlending entertainment and information about localevents would be a great addition to the show
T509)-SldquoFestival street interviews meet prounding night life or artsrdquo
ldquoA quick recap on news so that I cconnected to the world as I go o ff but always ending with something
so that I donrsquot go to work depresse
61 percent of the respondents ran porting on nightlife as ldquovery impowhen asked ldquoHow important wousee each of the following topics in TV social media postsrdquo
$)( 92 Wgt( X 8ampE
Cooking shows are incredibly popular in theUS because people love DIY activities especially whenthey involve food Most morning shows involve somesort of cooking segment to help wake people up in themorning and get them on their feet Many millennialscare about health and cooking shows can help peo-ple experiment and try healthy recipes and start theirmorning right
7-CC(6)(People want to see cooking segments while
watching a morning show Tey want to see seg-ments that involve cooking with in-season fruits and vegetables or items that most people already have intheir fridge For this segment it may be fun to havekid-friendly dishes or guest cooks It will be importantto have an overhead camera for this segment but it
would really be worth it
T509)-SldquoCooking or comedic entertainment
Ellenrdquo
ldquoIt would be funny talk about makeabout being a mom and talk about fand talk about cookingrdquo
5 percent of respondents put ldquootherrdquosponding to the question ldquoWhich of ing is the most important thing for yin a morning showrdquo Cooking was lildquootherrdquo comments
ldquoCooking morerdquo was emphasized in
tion ldquoWhat additional elements if a you like to see on Park City TVrdquo
When asked ldquoWhat are your favoriof Park City TVrdquo a few respondentldquocooking and sports segmentsrdquo
ML(07-D0B
8102019 Comms 318 Mountain Morning Show Book
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A
Te reason people do anything like watch amorning show is by the way that activity makes themfeel So we wanted to know what kind of morningshow feel respondents would want We asked questionsabout what they would like to see in a morning showand which morning shows they already watch to giveus a better idea of the direction PCTVrsquos morning showshould take
7-CC(6)(S Like mentioned in our previous sectionshumor and sof news is what the people want to seeWhat they donrsquot want to see are the dry hosts that arecurrently on PCTVrsquos morning show To get new orrevamp the current hosts would greatly help the PCTVmorning show Also we would recommend some addi-tional outdoor footage and modern sets and graphicsPeople are more likely to watch a morning show ifthey feel that the morning show is keeping up with thetimes and current trends
T509)-26 said they did not enjoy the hosts on ParkCity TV
56 said they watch other morning shows in-stead of Park City TV
47 said they would watch Park City TV if
there were more outdoors footage
When asked what additional elements respon-dents would like to see on Park City TV onerespondent said ldquoSlicker Production Elements-Better graphics for weather lighting and setsrdquo
Hamp E $2(( 98
8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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$-( B(0 9amp3C D(3
=gt2gt
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 of the newest ways that organizations communicate with consumers Social media allowsorganizations to hold a continual conversation with consumers through the sharing of informa-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 satisfy their needs Park City Television already has social media accounts on Facebook Twitter and Ins-tagram Tese accounts are used fairly frequently Tere is an average of two or three posts oneach of these accounts every day Te content of these posts ranges from information about
f d l f k h ff f k d h l h h bl f h d h f d l
8102019 Comms 318 Mountain Morning Show Book
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9-)amp $6) =DCY)(
PCTVrsquos current social media posting frequencyis adequate although survey respondents indicatedthat they would ideally only like to see one post perday on Facebook Currently PCTVrsquos Facebook pagefeatures multiple posts per day which some viewersconsider excessive If viewers do not 1047297nd all of thecontent posted as relevant to them then they will beinclined to unfollow block or hide future posts fromPCTV Content posted on Facebook needs to beengaging and interesting while not exceeding a rea-sonable limit for the number of posts each day Most
viewers responded that they would like to see photosand videos of relevant events celebrities and local con-tent from PCTV Foll owers utilize PCTV as an enter-tainment outlet and not typically a means of obtainingnews or other information Because of this contentshould be focused on entertaining and providingunique content for viewers to share with their friendsonline Many respondents requested more informationabout local events in Park City which is not availablein the larger media outlets Tey also would like to seeinterviews and pictures of athletes sponsored by PCTVAlthough much of this content is currently available onPark City Television there needs to be a more narrowfocus on local e vents
Social media management tools would help to
ensure the consistency of messaging across all of ParkCity Televisionrsquos social media channels Hootsuite al-lows pre-timed messages to be posted during the peaktraffic times for each viewer demographic Utilizing asocial media management would help to increase theeff ectiveness of social media messaging and could helpto monitor the traffic based upon the type of post and
the kind of contentMany of the individuals who responded to an
online survey indicated that they felt Park City Televi-sion had a strong social media presence Many weresatis1047297ed with the current content posted online andwere generally aware of the Mountain Morning ShowViewer 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 1047297rst taping Several responsesrequested on-screen weather information as well as
current news events and sports On-screen giveawaysand opportunities to interact with the cast memberswould increase the viewer interest during the PCTVMorning Show Dedicating 1047297 ve minutes or a portionof the show to live viewer feedback would drive view-ership as well as increase the engagement level of of viewers watching at home or on mobile devices
PCTV also needs to integrate Instagram into
events to pictures of everyday life in Park City For themost part the posts are eff ective in communicating in-formation to followers and allow Park City Televisionto keep followers informed Te Twitter account is es-pecially useful in getting direct feedback from follow-ers and eff ective in giving them individual feedbackPark City Television is eff ectively using its social mediaaccounts to stay connected to followers but there are afew recommendations that we feel would help improvesocial media use in terms of the Mountain MorningShow Park City Televisionrsquos social media strategy is
an eff ective means of keeping viewers engaged whileproviding an online forum where anyone can interactwith the station Te majority of individuals visitingPCTVrsquos social media are interested in the local areaaround Park City UT and want to stay informed aboutthe latest conditions and news in the area Keepingsocial media updated and current is essential to thepublic perception of Park City Television Visitors whoare able to 1047297nd information quickly and easily will bemore likely to return to the site more than one timeTis traffic increases the stationrsquos visibility and is animportant part of individualsrsquo perceptions
their morning show program possibly featuring photosubmission contests or including live updates of roadand weather conditions in the Park City Area If viewers have opportunities to submit content that isaired on the show then they will be engaged in each
program and invite their friends to also tucreates a viral marketing eff ect that over tiincrease the number of viewers watching PTelevision
PZ K2E2C)(-
One of the primary areas Park City Televisionneeds to address is the performance of their websiteCurrently the web page takes too long to load andperforms sluggishly when compared to other similarstation websites Visitors to the site do not want towait for long buff ering periods and low quality perfor-mance Increasing the server performance would helpto retain more visitors from the site who initially visit-ed the web page With this higher performance PCTVcould also feature 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-of-mouth advertising and ulti-mately would be much more eff ective than investing intraditional advertising channels
Te following information provides recom-
mendations for optimizing PCTVrsquos website perfor-mance
9D6S K2 Site speed is important for two main reasonsFirst your end-user experience--end-users are morelikely to return to website with snappy performanceSecond SEO site performance aff ects your rankingwith Google
Issue
No browser cachingSolution
Install caching pluginIssue
Image dimensions not speci1047297ed
SolutionSpecify dimensions in HTML or install plugin to do so
Issue
Media heavySolution Consider use of higher CPU or VPS hosting
9W= 7 Zamp 9 E H 6
8102019 Comms 318 Mountain Morning Show Book
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ltO
9W=S 7)()Zamp SEO stands for search engine optimizationSEO is vital to obtaining a high enough ranking for ap-plicable search terms to generating organic web trafficRight now parkcitytv has low traffic
IssueKeyword consistency SolutionMake sure each indexed keyword is represented inprevalent places in the site like the titles ltH1gt anddescriptions See Graphic for keywords
$Zamp =DCY)(S K2 It is projected that by 2016 more than half ofall internet use will be done on handheld devices suchas tablets and smartphones It is vital for your site toperform well and be easy to navigate on mobile devic-es
IssueTere is no mobile version of this siteSolutionCreate a mobile version
95CC)2G E H(6( Based upon the data collected from onlinesurveys and focus groups wersquove determined that ParkCity Television has a strong social media presence butneeds to integrate these platforms more eff ectively toengage viewers of the morning show program Allow-ing viewers with opportunities to submit photos and videos to be aired live during the show would increase viewership and allow viewers and their friends to feela personal connection to the morning show programViewer data also indicated that PCTV should limittheir Facebook messaging to one or two posts daily
only providing interesting and sharable content thatis relevant to viewer demographics Prize giveawaysand promotional off ers would attract more followersand allow Park City Television to increase their onlinepresence Providing these opportunities would alsocreate ldquobrand loyaltyrdquo and attract individuals to thewebsite on a more consistent basis Finally improvingthe online server performance would help to increaseweb site traffic and improve the online user experienceCurrently visitors to PCTVrsquos website experience slowloading pages and excessive buff ering which detersthem from accessing and sharing content on their ownsocial media networks Web performance needs to beimproved to allow streaming of high-de1047297nition con-tent and a faster browsing experience Tese changes
if implemented will make the most eff
ective morningshow for Park City Television
44 minutes total (x2 for second run)
8102019 Comms 318 Mountain Morning Show Book
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lt
$-( EF(+(2Glt+9397 amp-=
REnergetic Funny Wear bright colorsInteraction with social media (by sharing posts videos etc on the air)
4CD8209SBright colors and decorationsInclude outdoor segments (even pre-recorded) interspersed with studio contentPossibly change sets during show for variety
MCC2-)ampS16 minutes total (x2 for second run)More frequent shorter commercial breaks
+)G5
44 minutes total (x2 for second run)
000-130 Introduction to show Overview of dayrsquos content130-300 Local weather amp ski reports (Winter)300-600 Hosts interacting with viewers popular events amp pop culture (YouTubeSoc ial feature600-900 Local Spotlight (Businesses Destinations Shopping etc)900-1030 Uplifing localnational news with a Park City Spin1030-1100 Lead into content following commercial break 1100-1500 Commercial Break 1
1500-1800 Welcome back lead with ldquoFunrdquo section (eg cooking pop culture products)1800-2000 Local weather amp ski reports (Winter)2000-2400 Interview with visitor (cooking segment product overview how-to athlete etc)
2400-2530 Local activities and events coming up in Park City 2530-2600 Lead into content following commercial break 2600-3000 Commercial Break 2
3000-3030 Welcome back lead in to next section off -site (or simply outside)3030-3500 Off -site feature with footage that gets out of the studio3500-3700 Local weather amp ski reports (Winter)3700-4030 Pop culture Highlight online or local videos of outdoor sportsstunts4030-4100 Lead into content following commercial break 4100-4500 Commercial Break 3
4500-4530 Welcome back lead in to next section4530-4700 Submitted content to the show (photos videos etc)4700-4900 Local weather amp ski reports (Winter)4900-5000 Park City activities for later that day
5000-5400 Productgear overview 5400-5500 Invitation for individuals to submit content to the show through social media5500-5600 Signing off and preview of next show5600-6000 Commercial Break 4
P L M 6
8102019 Comms 318 Mountain Morning Show Book
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ltlt
P2L M6
About TODAY (nd) Te Today Show Retrieved from httpwwwtodaycomid29055142nstodaytabout-todayU1iVROZdWEw
De Moras L (2014 March 12) Live And Well Morning Shows Gain Ratings Ground Tanks To Stiff Competition amp Focus On Interactive Programming Deadline Hollywood Retrieved from httpwwwdeadlinecom201403morning-show-ratings-gains-today-good-morning-america-rivals
Guskin E (2010) Network By Te NumbersTe State of the News Media An Annual Report on AmericanJournalism Retrieved from httpstateofhemediaorg2011network-essaydata-page-5
Park City Television (About) (nd) Park City Television Retrieved from httpparkcitytvabout Stetler B(2013 Sept 27) In Ratings War lsquoGMArsquo Beats lsquoTodayrsquo for Full Season Te New York Times Retrievedfrom httpwwwnytimescom20130928businessmediagma-beats-today-over-a-full-seasonhtml
Stetler B (2010 Aug 31) TV News for Early Risers (or Late-to-Bedders) Te New YorkTimes Retrieved fromhttpwwwnytimescom20100901businessmedia01morninghtml
Stetler B (2013 April 18) Waking Up on the Wrong Side of the Ratings War Te New YorkTimes Retrievedfrom httpwwwnytimescom20130421magazinewho-can-save-the-today-showhtml
Taibi C (2014 Jan 28) More People Watching Local Morning Shows In 2013 Study Finds Huffington PostRetrieved from httpwwwhuffingtonpostcom20140128morning-shows-pew-research-center-viewership-audience-local-tv_n_4680813html
Tennant T (nd) Talk Isnrsquot Cheap A Brief History of the Talk Show About Retrieved from httptalkshowsaboutcomodmorningshowspTalkIsntCheaphtmTe Tonight Show With Jay Leno (nd) TVcom Retrieved from
httpwwwtvcomshowsthe-tonight-show-with-jay-lenoTomas L (2009 May 18) Top Five Outdoor TV Shows Yahoo Voices Retrieved from httpvoicesyahoocomtop-1047297 ve-outdoor-tv-shows-3335682htmlcat=47Tucker K (2012 Jul 26) lsquoTe Today Showrsquo lsquoGMArsquo and lsquoCBSTis Morningrsquo Are these the
most complex dramas on network television Entertainment Weekly Retrieved from
httpwatching-tvewcom20120726the-today-show-good-morning-america-cbs-this-morning-robin-robertsUtah (2013) State of Utah Outdoor Recreation Vision Utah Retrieved April 22 2014 from httpwwwutah
govgovernordocsOutdoorRecreationVisionpdf Recode (2014) Millennials Spend More Time Watching TV on Other Devices Recode Retrieved April 24
2014 from httprecodenet20140326teens-twentysomethings-spend-more-time-watching-tv-on-other-screens
8102019 Comms 318 Mountain Morning Show Book
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bull 1728 - 3145 - Newsbull 3155 - 3218 - Traffic updatebull 3218 - 3336 - Newsbull Commercial break
bull 3336 - 3652 - Pop newsbull 3652 - 3915 Newsbull 3915 - 4729 Dancing Cast Revealedbull Commercial break
bull 4729 - 5443 Dancing Cast Revealedbull 5443 - 5647 News on Oscarbull 5647 - Wrap Upbull Total Running Time 010450
NBC Today
NBC Today is similar to GMA It has a 2 mainhosts Matt Lauer who is 56 years old and SavannahGuthrie who is 42 years old Today also has a weatheranchor a news anchor and a social media reporterTe following is typical outline for Todaybull Breaking news 3 minutesbull Breaking news follow up 3 minutesbull Interviews with specialists possibly done
standing upbull Developing news 5 minutesbull Weather 2 minutesbull Short commercial break
bull World news special interest 3 minutesbull Orangeroom (social media reporting) 2 minutesbull Live tweetingbull Long commercial break bull Developing news 4 minutesbull Interview 8 minutesbull Pre-recorded done in intervieweersquos homebull Short commercial break bull Orangeroom 1 minutebull Developing news 4 minutesbull OrangeRoom 1 minutebull ldquoWhatrsquos Trending - 4 minutesbull Celebrit y interview 4 minutesbull Everyone sitting on the same couchbull Interview (continuing from earlier interview) 5
minutesbull Technology 3 minutesbull OrangeRoom 1 minutebull Commercial break bull Backstage with viewers 3 minutesbull Music live performance and interview 5 minutesbull Total run time 88 minutes In NBCrsquos Today show about every half hour
the anchors and other hosts would switch from sittingaround a high table to sitting on a couch Te col-or scheme of the set was orange and blue Te most viewed clips from the show are news interviews notcelebrity interviews and in most cases you canrsquot watchthe entire show online No news was repeated exceptfor the weather
Late Night Show
Late night shows are distinct from the theirmorning show counterparts but similar principles
and formatting apply to late night shows as they do formorning shows One major advantage that late nightshows have over morning shows is their shareabilityon social media and how they draw people to re-watchsegments of the show online Tis is due in part totheir unique content and format Jay Lenorsquos Late nightshow is one of the most successful late night showsand the following is an outline of a typical showbull Announcer talks about opening creditsbull Te 1047297rst part is a 10 minute monologue from Leno
talks about current events with comedy mixed inbull Example jokes based upon the facts of current
government blundersbull Second part is a comedy sketchbull Tis can be extremely varied ofen itrsquos comedy
involving spoofs on current events and popular1047297gures
bull Tird part and fourth parts are an interview with amain guest
bull Interviews can be extremely varied but they areofen with celebrities political 1047297gures actors andmusicians
bull Fifh part is an interview with a second guestbull Guests also are variedbull Te last segment is usually a musical performance
but sometimes a comedian performsbull Various bands and singers performed Park City TV is a licensed TV station founded
in 1987 that has developed a large and loyal audi-ence Park City TV broadcasts throughout SummitCounty to EvanstonCokeville WY as well as alongthe Wasatch Front in cities such as Payson ProvoSalt Lake City Ogden Logan Tooele and GrantsvilleTe total coverage for Park City TV gives the networkapproximately one million viewers Te basis of thisnetwork is a coverage of action sports action snowin particular Its purpose is to aim for young peopleincluding the young at heart Park City TV also has aFacebook and a Twitter page to promote the stationand reach out to its viewers Park City TV off ers manydiff erent services including the following
bull Show hosts who live work and play in the commu-nity
bull Show hosts tell people what theyrsquove learned aboutsuch as concerts restaurants and recreationalactivities happening in Park City and along theWasatch Front
Ideas for nightly dinner segments
bull Entertainment newsbull Headlines of national newsbull Minute by minute schedule of events and
pening on the show bull Online streaming availability for all showsbull Combining of LIVE local broadcasts that
news local events entertainment LIVE mterviews weather sports and a myriad of
bull Park Cityrsquos Emmy Award-winning TV stasports US ski and snowboarding music a
bull On Twitter at Park City TV with 5184 plubull Skyped athletes from Sochi during the Wi
Games of 2014bull Live stream available 24 hours a day on an
or device with internet accessbull Te station has an interactive map that shthey shoot or what the resort looks like
bull Short feature videos are available of PCTVshoots in Park City as well as other locatiocountry
(Park City Television nd)
K)2L MG NF
8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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Local Park CityUtah Residents
Park City Television 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 ofwhich are white but there are is also a large Hispanicdemographic in Utah One of Utahrsquos biggest contribu-tors to itrsquos economy is tourism Utah has an abundanceof national parks ski resorts lakes rivers and otherfeatures that make it a prime location for outdoor rec-
reation and so people from all over the country cometo Utah to participate in these outdoors activities Butthat means there equally as many opportunities forUtahns to take advantage of Many people who livein Utah participate in outdoor recreational activitiesAnd in particular because Utah is known for a placewhere many families come or stay to raise their kidsfamily activities and events that take place in Utah areespecially appealing to locals Te Mountain Morningshow is capable of taking better advantage of the manyoutdoor activities and events that are family friend-ly and this can be realized by having the MountainMorning show feature more of these family friendlyoutdoor recreational activities (Utah 2013)
NationalInternational Audience
Currently Park City Television is broadcastmainly to people living in Utah and surrounding ParkCity It relays information that is relevant to the peopleliving in these areas and it caters to the self interest ofthese people In order for Park City Television to reachmore of a broader scale in the United States they needto come up with information that is relevant to morethan just the people who are living in Utah Tey needto see some sort of value that they can connect withand use in their daily livesTis could consist of ideassuch as reporting news that is more on a national scaleof impact as well as incorporating guests and segments
from all over the country On an international scalemany people tune in to keep up with their favoriteathletes or the live action that is involved with thenews coverage By incorporating this action and thefamous athletes that these people love it may be agreat opportunity to grow and connect more with aninternational audience (Park City TV 2014)
8102019 Comms 318 Mountain Morning Show Book
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lt
Ideas for SegmentsContentbull Run time 88 minutes of programming 32 minutes
of commercialsbull All diff erent types of sports newsbull How to segmentsbull eg Show how to rock climb on set by bringing in
rock climbers with all their gear and with a rockclimbing wall
bull eg Demonstrate survival skills needed for being
stranded in the mountainsbull Features of Sports Repair placesbull Highlights of local businessesbull Cooking and Food segmentsbull Include bringing in a chef from local restaurants to
cook dishesbull Weather updatesbull Have ticker across the bottom or on the side that
features weather updates in particular the snowsegments
bull Feature shorter segments that can be easily sharedon social media
bull Interviews with outdoors experts and athletesbull Videos of ExtremeCrazy activities that are related
to the show
bull Sports and outdoor gearproduct reviewsbull More segments on the outdoor setbull Comedy Skitsbull Eg Similar to skits featured on Saturday Night
Livebull Capitalize on Big Eventsbull Sundancebull Olympicsbull World skisnowboard championshipsbull X gamesbull More onsite interviews with famous celebritiesbull Every half hours switch settingsbull eg Good Morning America switches every half
hourbull Segments that feature events and activities associ-
ated with diff erent seasons of the yearbull Art Feature that goes once a week or every other
week bull eg Have a local painter come in to feature and tell
about their art
Hostsbull Hosts make or break your show bull Have more hosts on the show at once so they can
interact and build more chemistry (similar to theGood Morning America) more of an ensemble
bull Have more energetic funny hostsbull Have them wear more light colors or brighter
shades of colors (colors that wake you up)
Set Designbull Bright colors and decorationsbull Have theme colors for the show that could change
depending on whatrsquos being featured that day on theshow
bull Create a more modern look bull eg Have a sleek re1047298ective and cleaning-looking
metal for furniture materialbull eg Have furniture with more rich vibrant colorsbull Have a change in sets during the show move to
diff erent roomsbull If they want to keep the wood do a much lighter
colored woodbull Make it more modern lookingbull Bright lights bright settings get rid of panels on
the window bull Get rid of the large name bar on screen or make it
skinnier and go across only half the screenbull Have an area for cookingbull Install much bigger windowsbull Possibly have changing artwork for diff erent times
and seasonsbull Always have at least one segment of the show off
set at another location usually will be pre-recorded
Commercialsbull More frequent and shorter commercial breaksbull Potential Commercialsbull local hotels and lodges availablebull local places to eat
bull local shopsbull local outdoorrsquos equipment gearbull Park City TV and things associated with it
9-(6)2G 7)2-8 )(6 7-CC(6)(
8102019 Comms 318 Mountain Morning Show Book
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gt8)+8
=gt2gt
As we interviewed dozens of people about the shows they watched anthey interact with the media they consume we gained a lot of insight Te ke
we were interested in was the ldquoyoung at heartrdquo those who enjoyed creative fu venturous or outdoors activities who would be inclined to watch a PCTV shdemographic covers a majority of ldquoMillennialsrdquo so by discovering what mediconsume and how they interact with it we were able to put together a sketch a perfect show might look like We held two focus groups of 8 people rangingfrom 19 to 36 We also interviewed a sample of individuals on the streets of PTe following are questions and answers that we received from our research
8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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amp8+4gt3939=gt2gt
We surveyed 312 individualswho live in the Park City Salt Lake andProvo areasTe survey was initiallydistributed on Main Street in downtownPark City and was then posted on thePark City TV website and was also dis-tributed on social media through Face-book
Four percent of those surveyedsaid they live in Park City proper Workstatus varies with 25 percent who said
they work full-time while 58 percentsaid they work part-time We found that40 percent of these people are marriedand that 68 percent of these people arebetween the ages of 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 for-mat Afer an analysis of all 312 respons-es we identi1047297ed six recurring themesthroughout Te identi1047297ed themes are asfollows with supporting quotes
1 Humor 2 So f News3 Social Media4 Main Street Events amp Nightlife
5 Cookingrecipesdiets 6 Feel of Morning Show
8102019 Comms 318 Mountain Morning Show Book
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Respondents reported that in the morning theyare looking for entertaining material that helps themwake up and start their day right Many said they arelooking for 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 feel to Te Ellen DeGeneres ShowTey are looking for entertainment in the morningthat is not too intense or heavy with news and mate-
rial but rather 1047297lled with stories and TV hosts that areable to create an entertaining environment that makespeople laugh Many indicated that clean humor wasimportant to them
95(S Park City TV should consider the importantrole that humor plays in the retention of its viewersSome respondents did note that they feel the show isbland and would prefer hosts who are funny and whocan create an upbeat atmosphere with witty quips Wesuggest reporting on news stories that are either funnyor bizarre that entertain and make people laugh Wesuggest a more succinct mix between reporting newswhile also focusing on how to incorporate humor intothe show One step in this direction could be to bringfun guests on the show who help liven PCTV
T5SldquoI want to see funny clean humor that isclever and energizingrdquo
ldquoA morning show should not focus on worldevents and the sad things going on--pop cul-
ture is better for the morning I want to seesomething light-hearted that eases me intothe dayrdquo
ldquoI want a morning show 1047297lled 1047297lled withstu ff that would make me laugh and smileor just something really upli f ing in gener-alrdquo
ldquoIn the morning I donrsquot want somethingreally complicated or intense I just want towatch something thatrsquos easy to follow but
wittyrdquo
ldquoI want a morning show with humor newsstrange news commentary and fun guestson the showrdquo
ldquoI want to watch something like Ellen Itshould be semi-informative but entertain-ing and funny--but not o ff ensiverdquo
R5C2
U9EV One recurring theme we found was the factthat people want to be informed while watchingmorning shows however they do not watch to watcha morning show that is too intense or heavy and arerather looking for local news stories that are uplifinginspirational and motivatingTey want to watch newsthat helps them feel connected to the community andhelps them feel like they can go out and make a diff er-
ence in the world Some people mentioned that theyfeel the news is 1047297lled with so much pain and tragedyand they want to be informed about the positive thingsthat are happening in the world and about people whoare making a diff erenceTey want to be 1047297lled withhope in the world today
95( Many individuals who responded to whatelements would make up their perfect TV show in-cluded the fact that they are looking for news storiesand current events but really want those news storiesto be mostly uplifing and motivational contentTese viewers 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 TVuses the base mentality ldquois this content uplifing andinspiring to our viewersrdquo as a base for building thecore content of this morning show
T5
ldquoI want to watch something that is educa-tional inspirational and occasionally fun-nyrdquo
ldquoI like humor and upbeat commentatorsI would like to watch something that givesme a general brie 1047297ng of world nationaland even local news Irsquom extremely tired ofmainstream media outlets with a liberal
agenda approach to the news I wto see more upli f ing stories aboutetcTings that the majority the stream America have in commonall of the divisive issues or the isstruly belong to the minorityrdquo
ldquoI want to watch something that toptimistic goals and how to achieI would also love to watch somethworkout programs that would insp
ldquoI would love it if they would shanews stories teach recipes excercdening tips - basically wholesomeand educational - something thathoperdquo
ldquoI want to see something that is up
and energizingrdquo
ldquoI want to see some positive news world Something to motivate you you ready for the dayrdquo
ldquoI want a morning variety show news about good things people aremixed with important news of theand around the country I also wasee weather reports as well as highbreakfast and lunch recipesrdquo
ldquoMy perfect morning show would motivational content to get me extake on the worldrdquo
9E
8102019 Comms 318 Mountain Morning Show Book
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lt
Of the 300 individuals survey only 13 percentwatch morning shows While the type of morningshow varied the main morning shows that surveyorswatched were Good Morning America Te TodayShow and KSL 5 Tirty-three percent of surveyorseat breakfast while watching morning shows and 25percent watch while getting ready for the day Whenasked what surveyors found 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
95( We recommend that information made avail-able on Park City TV be made available on mobile de- vices Many people who took the survey reported thatthey want to access information from Park City TV ontheir mobile devices including nightlife activity eventsspecial events information happening in Park City andlocal news Most people reported they do not want toreceive noti1047297cations through social media from Park
City TV but prefer to seek out information on theirown
Participants in the survey reported their favor-ite aspects of morning shows and what they enjoyedseeing on Park City TV was local news Tey are look-ing for uplifing and inspiring stories of people in thecommunity and want to enjoy clean humor and ldquosofrdquonews in the morning Tey are especially interestedin receiving information about local night life of art
events and said their interest in Park City TV wouldgrow if there were less re-runs
9C -CC( 8CSTe type of show they want (funny so f news upli f ing stories)
When they want to hear from PCTV (onlyin mornings (if that) donrsquot want socialmedia sites blown up night events amp eventsoccurring downtown)
$2(( 98
Te world has shifed to an online platformwhere people turn for news entertainment and socialconnectedness We asked individuals how they wouldfeel about following PCTV on social media accountshow ofen they would like to see posts what kind ofposts they would like to see and what platforms ofsocial media they would use to connect with PCTV on
7-CC(6)(S We feel like the morning show needs to usesocial media to gain recognition and attract attention
with the younger generations Weekly posts couldbe helpful to inform viewers of the nightlife eventsathletes and other subjects that viewers want to see(Described in earlier section) Posting should not beexcessive but there needs to be a presence
T509)-24 said they would never like to see posts
from PCTV
41 said they would prefer to see monthly posts from PCTV
Te most important posting topics to our sam- ple group were -Gear and product updates
-Memesquotes -Do it yourself projects -Pro 1047297les of Olympic Athletes
79 of those surveyed do not currently follow
PCTV on social media platforms
9-)amp $6)
Park Cityrsquos Main Street is so popular becauseof the hometown feel and amazing businesses Weasked respondents what they wanted to hear about onPCTVrsquos morning show and many said they wanted theshow to be more connected to the happenings of thecity Giving information about events on Main Streetand the nightlife in the surrounding area would makethe show informative and fun
7-CC(6)(SPeople want to see whatrsquos going on close by
them We suggest that PCTV focus on the nightlifeand local events of Park City to give the show a moreuni1047297ed view Local businesses would also respond wellBlending entertainment and information about localevents would be a great addition to the show
T509)-SldquoFestival street interviews meet prounding night life or artsrdquo
ldquoA quick recap on news so that I cconnected to the world as I go o ff but always ending with something
so that I donrsquot go to work depresse
61 percent of the respondents ran porting on nightlife as ldquovery impowhen asked ldquoHow important wousee each of the following topics in TV social media postsrdquo
$)( 92 Wgt( X 8ampE
Cooking shows are incredibly popular in theUS because people love DIY activities especially whenthey involve food Most morning shows involve somesort of cooking segment to help wake people up in themorning and get them on their feet Many millennialscare about health and cooking shows can help peo-ple experiment and try healthy recipes and start theirmorning right
7-CC(6)(People want to see cooking segments while
watching a morning show Tey want to see seg-ments that involve cooking with in-season fruits and vegetables or items that most people already have intheir fridge For this segment it may be fun to havekid-friendly dishes or guest cooks It will be importantto have an overhead camera for this segment but it
would really be worth it
T509)-SldquoCooking or comedic entertainment
Ellenrdquo
ldquoIt would be funny talk about makeabout being a mom and talk about fand talk about cookingrdquo
5 percent of respondents put ldquootherrdquosponding to the question ldquoWhich of ing is the most important thing for yin a morning showrdquo Cooking was lildquootherrdquo comments
ldquoCooking morerdquo was emphasized in
tion ldquoWhat additional elements if a you like to see on Park City TVrdquo
When asked ldquoWhat are your favoriof Park City TVrdquo a few respondentldquocooking and sports segmentsrdquo
ML(07-D0B
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A
Te reason people do anything like watch amorning show is by the way that activity makes themfeel So we wanted to know what kind of morningshow feel respondents would want We asked questionsabout what they would like to see in a morning showand which morning shows they already watch to giveus a better idea of the direction PCTVrsquos morning showshould take
7-CC(6)(S Like mentioned in our previous sectionshumor and sof news is what the people want to seeWhat they donrsquot want to see are the dry hosts that arecurrently on PCTVrsquos morning show To get new orrevamp the current hosts would greatly help the PCTVmorning show Also we would recommend some addi-tional outdoor footage and modern sets and graphicsPeople are more likely to watch a morning show ifthey feel that the morning show is keeping up with thetimes and current trends
T509)-26 said they did not enjoy the hosts on ParkCity TV
56 said they watch other morning shows in-stead of Park City TV
47 said they would watch Park City TV if
there were more outdoors footage
When asked what additional elements respon-dents would like to see on Park City TV onerespondent said ldquoSlicker Production Elements-Better graphics for weather lighting and setsrdquo
Hamp E $2(( 98
8102019 Comms 318 Mountain Morning Show Book
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amp8+4(A gt39397)F5)amp 75amp
8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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lt
8102019 Comms 318 Mountain Morning Show Book
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A
$-( B(0 9amp3C D(3
=gt2gt
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 of the newest ways that organizations communicate with consumers Social media allowsorganizations to hold a continual conversation with consumers through the sharing of informa-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 satisfy their needs Park City Television already has social media accounts on Facebook Twitter and Ins-tagram Tese accounts are used fairly frequently Tere is an average of two or three posts oneach of these accounts every day Te content of these posts ranges from information about
f d l f k h ff f k d h l h h bl f h d h f d l
8102019 Comms 318 Mountain Morning Show Book
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J
9-)amp $6) =DCY)(
PCTVrsquos current social media posting frequencyis adequate although survey respondents indicatedthat they would ideally only like to see one post perday on Facebook Currently PCTVrsquos Facebook pagefeatures multiple posts per day which some viewersconsider excessive If viewers do not 1047297nd all of thecontent posted as relevant to them then they will beinclined to unfollow block or hide future posts fromPCTV Content posted on Facebook needs to beengaging and interesting while not exceeding a rea-sonable limit for the number of posts each day Most
viewers responded that they would like to see photosand videos of relevant events celebrities and local con-tent from PCTV Foll owers utilize PCTV as an enter-tainment outlet and not typically a means of obtainingnews or other information Because of this contentshould be focused on entertaining and providingunique content for viewers to share with their friendsonline Many respondents requested more informationabout local events in Park City which is not availablein the larger media outlets Tey also would like to seeinterviews and pictures of athletes sponsored by PCTVAlthough much of this content is currently available onPark City Television there needs to be a more narrowfocus on local e vents
Social media management tools would help to
ensure the consistency of messaging across all of ParkCity Televisionrsquos social media channels Hootsuite al-lows pre-timed messages to be posted during the peaktraffic times for each viewer demographic Utilizing asocial media management would help to increase theeff ectiveness of social media messaging and could helpto monitor the traffic based upon the type of post and
the kind of contentMany of the individuals who responded to an
online survey indicated that they felt Park City Televi-sion had a strong social media presence Many weresatis1047297ed with the current content posted online andwere generally aware of the Mountain Morning ShowViewer 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 1047297rst taping Several responsesrequested on-screen weather information as well as
current news events and sports On-screen giveawaysand opportunities to interact with the cast memberswould increase the viewer interest during the PCTVMorning Show Dedicating 1047297 ve minutes or a portionof the show to live viewer feedback would drive view-ership as well as increase the engagement level of of viewers watching at home or on mobile devices
PCTV also needs to integrate Instagram into
events to pictures of everyday life in Park City For themost part the posts are eff ective in communicating in-formation to followers and allow Park City Televisionto keep followers informed Te Twitter account is es-pecially useful in getting direct feedback from follow-ers and eff ective in giving them individual feedbackPark City Television is eff ectively using its social mediaaccounts to stay connected to followers but there are afew recommendations that we feel would help improvesocial media use in terms of the Mountain MorningShow Park City Televisionrsquos social media strategy is
an eff ective means of keeping viewers engaged whileproviding an online forum where anyone can interactwith the station Te majority of individuals visitingPCTVrsquos social media are interested in the local areaaround Park City UT and want to stay informed aboutthe latest conditions and news in the area Keepingsocial media updated and current is essential to thepublic perception of Park City Television Visitors whoare able to 1047297nd information quickly and easily will bemore likely to return to the site more than one timeTis traffic increases the stationrsquos visibility and is animportant part of individualsrsquo perceptions
their morning show program possibly featuring photosubmission contests or including live updates of roadand weather conditions in the Park City Area If viewers have opportunities to submit content that isaired on the show then they will be engaged in each
program and invite their friends to also tucreates a viral marketing eff ect that over tiincrease the number of viewers watching PTelevision
PZ K2E2C)(-
One of the primary areas Park City Televisionneeds to address is the performance of their websiteCurrently the web page takes too long to load andperforms sluggishly when compared to other similarstation websites Visitors to the site do not want towait for long buff ering periods and low quality perfor-mance Increasing the server performance would helpto retain more visitors from the site who initially visit-ed the web page With this higher performance PCTVcould also feature 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-of-mouth advertising and ulti-mately would be much more eff ective than investing intraditional advertising channels
Te following information provides recom-
mendations for optimizing PCTVrsquos website perfor-mance
9D6S K2 Site speed is important for two main reasonsFirst your end-user experience--end-users are morelikely to return to website with snappy performanceSecond SEO site performance aff ects your rankingwith Google
Issue
No browser cachingSolution
Install caching pluginIssue
Image dimensions not speci1047297ed
SolutionSpecify dimensions in HTML or install plugin to do so
Issue
Media heavySolution Consider use of higher CPU or VPS hosting
9W= 7 Zamp 9 E H 6
8102019 Comms 318 Mountain Morning Show Book
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ltO
9W=S 7)()Zamp SEO stands for search engine optimizationSEO is vital to obtaining a high enough ranking for ap-plicable search terms to generating organic web trafficRight now parkcitytv has low traffic
IssueKeyword consistency SolutionMake sure each indexed keyword is represented inprevalent places in the site like the titles ltH1gt anddescriptions See Graphic for keywords
$Zamp =DCY)(S K2 It is projected that by 2016 more than half ofall internet use will be done on handheld devices suchas tablets and smartphones It is vital for your site toperform well and be easy to navigate on mobile devic-es
IssueTere is no mobile version of this siteSolutionCreate a mobile version
95CC)2G E H(6( Based upon the data collected from onlinesurveys and focus groups wersquove determined that ParkCity Television has a strong social media presence butneeds to integrate these platforms more eff ectively toengage viewers of the morning show program Allow-ing viewers with opportunities to submit photos and videos to be aired live during the show would increase viewership and allow viewers and their friends to feela personal connection to the morning show programViewer data also indicated that PCTV should limittheir Facebook messaging to one or two posts daily
only providing interesting and sharable content thatis relevant to viewer demographics Prize giveawaysand promotional off ers would attract more followersand allow Park City Television to increase their onlinepresence Providing these opportunities would alsocreate ldquobrand loyaltyrdquo and attract individuals to thewebsite on a more consistent basis Finally improvingthe online server performance would help to increaseweb site traffic and improve the online user experienceCurrently visitors to PCTVrsquos website experience slowloading pages and excessive buff ering which detersthem from accessing and sharing content on their ownsocial media networks Web performance needs to beimproved to allow streaming of high-de1047297nition con-tent and a faster browsing experience Tese changes
if implemented will make the most eff
ective morningshow for Park City Television
44 minutes total (x2 for second run)
8102019 Comms 318 Mountain Morning Show Book
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lt
$-( EF(+(2Glt+9397 amp-=
REnergetic Funny Wear bright colorsInteraction with social media (by sharing posts videos etc on the air)
4CD8209SBright colors and decorationsInclude outdoor segments (even pre-recorded) interspersed with studio contentPossibly change sets during show for variety
MCC2-)ampS16 minutes total (x2 for second run)More frequent shorter commercial breaks
+)G5
44 minutes total (x2 for second run)
000-130 Introduction to show Overview of dayrsquos content130-300 Local weather amp ski reports (Winter)300-600 Hosts interacting with viewers popular events amp pop culture (YouTubeSoc ial feature600-900 Local Spotlight (Businesses Destinations Shopping etc)900-1030 Uplifing localnational news with a Park City Spin1030-1100 Lead into content following commercial break 1100-1500 Commercial Break 1
1500-1800 Welcome back lead with ldquoFunrdquo section (eg cooking pop culture products)1800-2000 Local weather amp ski reports (Winter)2000-2400 Interview with visitor (cooking segment product overview how-to athlete etc)
2400-2530 Local activities and events coming up in Park City 2530-2600 Lead into content following commercial break 2600-3000 Commercial Break 2
3000-3030 Welcome back lead in to next section off -site (or simply outside)3030-3500 Off -site feature with footage that gets out of the studio3500-3700 Local weather amp ski reports (Winter)3700-4030 Pop culture Highlight online or local videos of outdoor sportsstunts4030-4100 Lead into content following commercial break 4100-4500 Commercial Break 3
4500-4530 Welcome back lead in to next section4530-4700 Submitted content to the show (photos videos etc)4700-4900 Local weather amp ski reports (Winter)4900-5000 Park City activities for later that day
5000-5400 Productgear overview 5400-5500 Invitation for individuals to submit content to the show through social media5500-5600 Signing off and preview of next show5600-6000 Commercial Break 4
P L M 6
8102019 Comms 318 Mountain Morning Show Book
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ltlt
P2L M6
About TODAY (nd) Te Today Show Retrieved from httpwwwtodaycomid29055142nstodaytabout-todayU1iVROZdWEw
De Moras L (2014 March 12) Live And Well Morning Shows Gain Ratings Ground Tanks To Stiff Competition amp Focus On Interactive Programming Deadline Hollywood Retrieved from httpwwwdeadlinecom201403morning-show-ratings-gains-today-good-morning-america-rivals
Guskin E (2010) Network By Te NumbersTe State of the News Media An Annual Report on AmericanJournalism Retrieved from httpstateofhemediaorg2011network-essaydata-page-5
Park City Television (About) (nd) Park City Television Retrieved from httpparkcitytvabout Stetler B(2013 Sept 27) In Ratings War lsquoGMArsquo Beats lsquoTodayrsquo for Full Season Te New York Times Retrievedfrom httpwwwnytimescom20130928businessmediagma-beats-today-over-a-full-seasonhtml
Stetler B (2010 Aug 31) TV News for Early Risers (or Late-to-Bedders) Te New YorkTimes Retrieved fromhttpwwwnytimescom20100901businessmedia01morninghtml
Stetler B (2013 April 18) Waking Up on the Wrong Side of the Ratings War Te New YorkTimes Retrievedfrom httpwwwnytimescom20130421magazinewho-can-save-the-today-showhtml
Taibi C (2014 Jan 28) More People Watching Local Morning Shows In 2013 Study Finds Huffington PostRetrieved from httpwwwhuffingtonpostcom20140128morning-shows-pew-research-center-viewership-audience-local-tv_n_4680813html
Tennant T (nd) Talk Isnrsquot Cheap A Brief History of the Talk Show About Retrieved from httptalkshowsaboutcomodmorningshowspTalkIsntCheaphtmTe Tonight Show With Jay Leno (nd) TVcom Retrieved from
httpwwwtvcomshowsthe-tonight-show-with-jay-lenoTomas L (2009 May 18) Top Five Outdoor TV Shows Yahoo Voices Retrieved from httpvoicesyahoocomtop-1047297 ve-outdoor-tv-shows-3335682htmlcat=47Tucker K (2012 Jul 26) lsquoTe Today Showrsquo lsquoGMArsquo and lsquoCBSTis Morningrsquo Are these the
most complex dramas on network television Entertainment Weekly Retrieved from
httpwatching-tvewcom20120726the-today-show-good-morning-america-cbs-this-morning-robin-robertsUtah (2013) State of Utah Outdoor Recreation Vision Utah Retrieved April 22 2014 from httpwwwutah
govgovernordocsOutdoorRecreationVisionpdf Recode (2014) Millennials Spend More Time Watching TV on Other Devices Recode Retrieved April 24
2014 from httprecodenet20140326teens-twentysomethings-spend-more-time-watching-tv-on-other-screens
8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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Local Park CityUtah Residents
Park City Television 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 ofwhich are white but there are is also a large Hispanicdemographic in Utah One of Utahrsquos biggest contribu-tors to itrsquos economy is tourism Utah has an abundanceof national parks ski resorts lakes rivers and otherfeatures that make it a prime location for outdoor rec-
reation and so people from all over the country cometo Utah to participate in these outdoors activities Butthat means there equally as many opportunities forUtahns to take advantage of Many people who livein Utah participate in outdoor recreational activitiesAnd in particular because Utah is known for a placewhere many families come or stay to raise their kidsfamily activities and events that take place in Utah areespecially appealing to locals Te Mountain Morningshow is capable of taking better advantage of the manyoutdoor activities and events that are family friend-ly and this can be realized by having the MountainMorning show feature more of these family friendlyoutdoor recreational activities (Utah 2013)
NationalInternational Audience
Currently Park City Television is broadcastmainly to people living in Utah and surrounding ParkCity It relays information that is relevant to the peopleliving in these areas and it caters to the self interest ofthese people In order for Park City Television to reachmore of a broader scale in the United States they needto come up with information that is relevant to morethan just the people who are living in Utah Tey needto see some sort of value that they can connect withand use in their daily livesTis could consist of ideassuch as reporting news that is more on a national scaleof impact as well as incorporating guests and segments
from all over the country On an international scalemany people tune in to keep up with their favoriteathletes or the live action that is involved with thenews coverage By incorporating this action and thefamous athletes that these people love it may be agreat opportunity to grow and connect more with aninternational audience (Park City TV 2014)
8102019 Comms 318 Mountain Morning Show Book
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lt
Ideas for SegmentsContentbull Run time 88 minutes of programming 32 minutes
of commercialsbull All diff erent types of sports newsbull How to segmentsbull eg Show how to rock climb on set by bringing in
rock climbers with all their gear and with a rockclimbing wall
bull eg Demonstrate survival skills needed for being
stranded in the mountainsbull Features of Sports Repair placesbull Highlights of local businessesbull Cooking and Food segmentsbull Include bringing in a chef from local restaurants to
cook dishesbull Weather updatesbull Have ticker across the bottom or on the side that
features weather updates in particular the snowsegments
bull Feature shorter segments that can be easily sharedon social media
bull Interviews with outdoors experts and athletesbull Videos of ExtremeCrazy activities that are related
to the show
bull Sports and outdoor gearproduct reviewsbull More segments on the outdoor setbull Comedy Skitsbull Eg Similar to skits featured on Saturday Night
Livebull Capitalize on Big Eventsbull Sundancebull Olympicsbull World skisnowboard championshipsbull X gamesbull More onsite interviews with famous celebritiesbull Every half hours switch settingsbull eg Good Morning America switches every half
hourbull Segments that feature events and activities associ-
ated with diff erent seasons of the yearbull Art Feature that goes once a week or every other
week bull eg Have a local painter come in to feature and tell
about their art
Hostsbull Hosts make or break your show bull Have more hosts on the show at once so they can
interact and build more chemistry (similar to theGood Morning America) more of an ensemble
bull Have more energetic funny hostsbull Have them wear more light colors or brighter
shades of colors (colors that wake you up)
Set Designbull Bright colors and decorationsbull Have theme colors for the show that could change
depending on whatrsquos being featured that day on theshow
bull Create a more modern look bull eg Have a sleek re1047298ective and cleaning-looking
metal for furniture materialbull eg Have furniture with more rich vibrant colorsbull Have a change in sets during the show move to
diff erent roomsbull If they want to keep the wood do a much lighter
colored woodbull Make it more modern lookingbull Bright lights bright settings get rid of panels on
the window bull Get rid of the large name bar on screen or make it
skinnier and go across only half the screenbull Have an area for cookingbull Install much bigger windowsbull Possibly have changing artwork for diff erent times
and seasonsbull Always have at least one segment of the show off
set at another location usually will be pre-recorded
Commercialsbull More frequent and shorter commercial breaksbull Potential Commercialsbull local hotels and lodges availablebull local places to eat
bull local shopsbull local outdoorrsquos equipment gearbull Park City TV and things associated with it
9-(6)2G 7)2-8 )(6 7-CC(6)(
8102019 Comms 318 Mountain Morning Show Book
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A
gt8)+8
=gt2gt
As we interviewed dozens of people about the shows they watched anthey interact with the media they consume we gained a lot of insight Te ke
we were interested in was the ldquoyoung at heartrdquo those who enjoyed creative fu venturous or outdoors activities who would be inclined to watch a PCTV shdemographic covers a majority of ldquoMillennialsrdquo so by discovering what mediconsume and how they interact with it we were able to put together a sketch a perfect show might look like We held two focus groups of 8 people rangingfrom 19 to 36 We also interviewed a sample of individuals on the streets of PTe following are questions and answers that we received from our research
8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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O
amp8+4gt3939=gt2gt
We surveyed 312 individualswho live in the Park City Salt Lake andProvo areasTe survey was initiallydistributed on Main Street in downtownPark City and was then posted on thePark City TV website and was also dis-tributed on social media through Face-book
Four percent of those surveyedsaid they live in Park City proper Workstatus varies with 25 percent who said
they work full-time while 58 percentsaid they work part-time We found that40 percent of these people are marriedand that 68 percent of these people arebetween the ages of 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 for-mat Afer an analysis of all 312 respons-es we identi1047297ed six recurring themesthroughout Te identi1047297ed themes are asfollows with supporting quotes
1 Humor 2 So f News3 Social Media4 Main Street Events amp Nightlife
5 Cookingrecipesdiets 6 Feel of Morning Show
8102019 Comms 318 Mountain Morning Show Book
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Respondents reported that in the morning theyare looking for entertaining material that helps themwake up and start their day right Many said they arelooking for 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 feel to Te Ellen DeGeneres ShowTey are looking for entertainment in the morningthat is not too intense or heavy with news and mate-
rial but rather 1047297lled with stories and TV hosts that areable to create an entertaining environment that makespeople laugh Many indicated that clean humor wasimportant to them
95(S Park City TV should consider the importantrole that humor plays in the retention of its viewersSome respondents did note that they feel the show isbland and would prefer hosts who are funny and whocan create an upbeat atmosphere with witty quips Wesuggest reporting on news stories that are either funnyor bizarre that entertain and make people laugh Wesuggest a more succinct mix between reporting newswhile also focusing on how to incorporate humor intothe show One step in this direction could be to bringfun guests on the show who help liven PCTV
T5SldquoI want to see funny clean humor that isclever and energizingrdquo
ldquoA morning show should not focus on worldevents and the sad things going on--pop cul-
ture is better for the morning I want to seesomething light-hearted that eases me intothe dayrdquo
ldquoI want a morning show 1047297lled 1047297lled withstu ff that would make me laugh and smileor just something really upli f ing in gener-alrdquo
ldquoIn the morning I donrsquot want somethingreally complicated or intense I just want towatch something thatrsquos easy to follow but
wittyrdquo
ldquoI want a morning show with humor newsstrange news commentary and fun guestson the showrdquo
ldquoI want to watch something like Ellen Itshould be semi-informative but entertain-ing and funny--but not o ff ensiverdquo
R5C2
U9EV One recurring theme we found was the factthat people want to be informed while watchingmorning shows however they do not watch to watcha morning show that is too intense or heavy and arerather looking for local news stories that are uplifinginspirational and motivatingTey want to watch newsthat helps them feel connected to the community andhelps them feel like they can go out and make a diff er-
ence in the world Some people mentioned that theyfeel the news is 1047297lled with so much pain and tragedyand they want to be informed about the positive thingsthat are happening in the world and about people whoare making a diff erenceTey want to be 1047297lled withhope in the world today
95( Many individuals who responded to whatelements would make up their perfect TV show in-cluded the fact that they are looking for news storiesand current events but really want those news storiesto be mostly uplifing and motivational contentTese viewers 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 TVuses the base mentality ldquois this content uplifing andinspiring to our viewersrdquo as a base for building thecore content of this morning show
T5
ldquoI want to watch something that is educa-tional inspirational and occasionally fun-nyrdquo
ldquoI like humor and upbeat commentatorsI would like to watch something that givesme a general brie 1047297ng of world nationaland even local news Irsquom extremely tired ofmainstream media outlets with a liberal
agenda approach to the news I wto see more upli f ing stories aboutetcTings that the majority the stream America have in commonall of the divisive issues or the isstruly belong to the minorityrdquo
ldquoI want to watch something that toptimistic goals and how to achieI would also love to watch somethworkout programs that would insp
ldquoI would love it if they would shanews stories teach recipes excercdening tips - basically wholesomeand educational - something thathoperdquo
ldquoI want to see something that is up
and energizingrdquo
ldquoI want to see some positive news world Something to motivate you you ready for the dayrdquo
ldquoI want a morning variety show news about good things people aremixed with important news of theand around the country I also wasee weather reports as well as highbreakfast and lunch recipesrdquo
ldquoMy perfect morning show would motivational content to get me extake on the worldrdquo
9E
8102019 Comms 318 Mountain Morning Show Book
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lt
Of the 300 individuals survey only 13 percentwatch morning shows While the type of morningshow varied the main morning shows that surveyorswatched were Good Morning America Te TodayShow and KSL 5 Tirty-three percent of surveyorseat breakfast while watching morning shows and 25percent watch while getting ready for the day Whenasked what surveyors found 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
95( We recommend that information made avail-able on Park City TV be made available on mobile de- vices Many people who took the survey reported thatthey want to access information from Park City TV ontheir mobile devices including nightlife activity eventsspecial events information happening in Park City andlocal news Most people reported they do not want toreceive noti1047297cations through social media from Park
City TV but prefer to seek out information on theirown
Participants in the survey reported their favor-ite aspects of morning shows and what they enjoyedseeing on Park City TV was local news Tey are look-ing for uplifing and inspiring stories of people in thecommunity and want to enjoy clean humor and ldquosofrdquonews in the morning Tey are especially interestedin receiving information about local night life of art
events and said their interest in Park City TV wouldgrow if there were less re-runs
9C -CC( 8CSTe type of show they want (funny so f news upli f ing stories)
When they want to hear from PCTV (onlyin mornings (if that) donrsquot want socialmedia sites blown up night events amp eventsoccurring downtown)
$2(( 98
Te world has shifed to an online platformwhere people turn for news entertainment and socialconnectedness We asked individuals how they wouldfeel about following PCTV on social media accountshow ofen they would like to see posts what kind ofposts they would like to see and what platforms ofsocial media they would use to connect with PCTV on
7-CC(6)(S We feel like the morning show needs to usesocial media to gain recognition and attract attention
with the younger generations Weekly posts couldbe helpful to inform viewers of the nightlife eventsathletes and other subjects that viewers want to see(Described in earlier section) Posting should not beexcessive but there needs to be a presence
T509)-24 said they would never like to see posts
from PCTV
41 said they would prefer to see monthly posts from PCTV
Te most important posting topics to our sam- ple group were -Gear and product updates
-Memesquotes -Do it yourself projects -Pro 1047297les of Olympic Athletes
79 of those surveyed do not currently follow
PCTV on social media platforms
9-)amp $6)
Park Cityrsquos Main Street is so popular becauseof the hometown feel and amazing businesses Weasked respondents what they wanted to hear about onPCTVrsquos morning show and many said they wanted theshow to be more connected to the happenings of thecity Giving information about events on Main Streetand the nightlife in the surrounding area would makethe show informative and fun
7-CC(6)(SPeople want to see whatrsquos going on close by
them We suggest that PCTV focus on the nightlifeand local events of Park City to give the show a moreuni1047297ed view Local businesses would also respond wellBlending entertainment and information about localevents would be a great addition to the show
T509)-SldquoFestival street interviews meet prounding night life or artsrdquo
ldquoA quick recap on news so that I cconnected to the world as I go o ff but always ending with something
so that I donrsquot go to work depresse
61 percent of the respondents ran porting on nightlife as ldquovery impowhen asked ldquoHow important wousee each of the following topics in TV social media postsrdquo
$)( 92 Wgt( X 8ampE
Cooking shows are incredibly popular in theUS because people love DIY activities especially whenthey involve food Most morning shows involve somesort of cooking segment to help wake people up in themorning and get them on their feet Many millennialscare about health and cooking shows can help peo-ple experiment and try healthy recipes and start theirmorning right
7-CC(6)(People want to see cooking segments while
watching a morning show Tey want to see seg-ments that involve cooking with in-season fruits and vegetables or items that most people already have intheir fridge For this segment it may be fun to havekid-friendly dishes or guest cooks It will be importantto have an overhead camera for this segment but it
would really be worth it
T509)-SldquoCooking or comedic entertainment
Ellenrdquo
ldquoIt would be funny talk about makeabout being a mom and talk about fand talk about cookingrdquo
5 percent of respondents put ldquootherrdquosponding to the question ldquoWhich of ing is the most important thing for yin a morning showrdquo Cooking was lildquootherrdquo comments
ldquoCooking morerdquo was emphasized in
tion ldquoWhat additional elements if a you like to see on Park City TVrdquo
When asked ldquoWhat are your favoriof Park City TVrdquo a few respondentldquocooking and sports segmentsrdquo
ML(07-D0B
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Te reason people do anything like watch amorning show is by the way that activity makes themfeel So we wanted to know what kind of morningshow feel respondents would want We asked questionsabout what they would like to see in a morning showand which morning shows they already watch to giveus a better idea of the direction PCTVrsquos morning showshould take
7-CC(6)(S Like mentioned in our previous sectionshumor and sof news is what the people want to seeWhat they donrsquot want to see are the dry hosts that arecurrently on PCTVrsquos morning show To get new orrevamp the current hosts would greatly help the PCTVmorning show Also we would recommend some addi-tional outdoor footage and modern sets and graphicsPeople are more likely to watch a morning show ifthey feel that the morning show is keeping up with thetimes and current trends
T509)-26 said they did not enjoy the hosts on ParkCity TV
56 said they watch other morning shows in-stead of Park City TV
47 said they would watch Park City TV if
there were more outdoors footage
When asked what additional elements respon-dents would like to see on Park City TV onerespondent said ldquoSlicker Production Elements-Better graphics for weather lighting and setsrdquo
Hamp E $2(( 98
8102019 Comms 318 Mountain Morning Show Book
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amp8+4(A gt39397)F5)amp 75amp
8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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lt
8102019 Comms 318 Mountain Morning Show Book
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A
$-( B(0 9amp3C D(3
=gt2gt
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 of the newest ways that organizations communicate with consumers Social media allowsorganizations to hold a continual conversation with consumers through the sharing of informa-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 satisfy their needs Park City Television already has social media accounts on Facebook Twitter and Ins-tagram Tese accounts are used fairly frequently Tere is an average of two or three posts oneach of these accounts every day Te content of these posts ranges from information about
f d l f k h ff f k d h l h h bl f h d h f d l
8102019 Comms 318 Mountain Morning Show Book
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J
9-)amp $6) =DCY)(
PCTVrsquos current social media posting frequencyis adequate although survey respondents indicatedthat they would ideally only like to see one post perday on Facebook Currently PCTVrsquos Facebook pagefeatures multiple posts per day which some viewersconsider excessive If viewers do not 1047297nd all of thecontent posted as relevant to them then they will beinclined to unfollow block or hide future posts fromPCTV Content posted on Facebook needs to beengaging and interesting while not exceeding a rea-sonable limit for the number of posts each day Most
viewers responded that they would like to see photosand videos of relevant events celebrities and local con-tent from PCTV Foll owers utilize PCTV as an enter-tainment outlet and not typically a means of obtainingnews or other information Because of this contentshould be focused on entertaining and providingunique content for viewers to share with their friendsonline Many respondents requested more informationabout local events in Park City which is not availablein the larger media outlets Tey also would like to seeinterviews and pictures of athletes sponsored by PCTVAlthough much of this content is currently available onPark City Television there needs to be a more narrowfocus on local e vents
Social media management tools would help to
ensure the consistency of messaging across all of ParkCity Televisionrsquos social media channels Hootsuite al-lows pre-timed messages to be posted during the peaktraffic times for each viewer demographic Utilizing asocial media management would help to increase theeff ectiveness of social media messaging and could helpto monitor the traffic based upon the type of post and
the kind of contentMany of the individuals who responded to an
online survey indicated that they felt Park City Televi-sion had a strong social media presence Many weresatis1047297ed with the current content posted online andwere generally aware of the Mountain Morning ShowViewer 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 1047297rst taping Several responsesrequested on-screen weather information as well as
current news events and sports On-screen giveawaysand opportunities to interact with the cast memberswould increase the viewer interest during the PCTVMorning Show Dedicating 1047297 ve minutes or a portionof the show to live viewer feedback would drive view-ership as well as increase the engagement level of of viewers watching at home or on mobile devices
PCTV also needs to integrate Instagram into
events to pictures of everyday life in Park City For themost part the posts are eff ective in communicating in-formation to followers and allow Park City Televisionto keep followers informed Te Twitter account is es-pecially useful in getting direct feedback from follow-ers and eff ective in giving them individual feedbackPark City Television is eff ectively using its social mediaaccounts to stay connected to followers but there are afew recommendations that we feel would help improvesocial media use in terms of the Mountain MorningShow Park City Televisionrsquos social media strategy is
an eff ective means of keeping viewers engaged whileproviding an online forum where anyone can interactwith the station Te majority of individuals visitingPCTVrsquos social media are interested in the local areaaround Park City UT and want to stay informed aboutthe latest conditions and news in the area Keepingsocial media updated and current is essential to thepublic perception of Park City Television Visitors whoare able to 1047297nd information quickly and easily will bemore likely to return to the site more than one timeTis traffic increases the stationrsquos visibility and is animportant part of individualsrsquo perceptions
their morning show program possibly featuring photosubmission contests or including live updates of roadand weather conditions in the Park City Area If viewers have opportunities to submit content that isaired on the show then they will be engaged in each
program and invite their friends to also tucreates a viral marketing eff ect that over tiincrease the number of viewers watching PTelevision
PZ K2E2C)(-
One of the primary areas Park City Televisionneeds to address is the performance of their websiteCurrently the web page takes too long to load andperforms sluggishly when compared to other similarstation websites Visitors to the site do not want towait for long buff ering periods and low quality perfor-mance Increasing the server performance would helpto retain more visitors from the site who initially visit-ed the web page With this higher performance PCTVcould also feature 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-of-mouth advertising and ulti-mately would be much more eff ective than investing intraditional advertising channels
Te following information provides recom-
mendations for optimizing PCTVrsquos website perfor-mance
9D6S K2 Site speed is important for two main reasonsFirst your end-user experience--end-users are morelikely to return to website with snappy performanceSecond SEO site performance aff ects your rankingwith Google
Issue
No browser cachingSolution
Install caching pluginIssue
Image dimensions not speci1047297ed
SolutionSpecify dimensions in HTML or install plugin to do so
Issue
Media heavySolution Consider use of higher CPU or VPS hosting
9W= 7 Zamp 9 E H 6
8102019 Comms 318 Mountain Morning Show Book
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ltO
9W=S 7)()Zamp SEO stands for search engine optimizationSEO is vital to obtaining a high enough ranking for ap-plicable search terms to generating organic web trafficRight now parkcitytv has low traffic
IssueKeyword consistency SolutionMake sure each indexed keyword is represented inprevalent places in the site like the titles ltH1gt anddescriptions See Graphic for keywords
$Zamp =DCY)(S K2 It is projected that by 2016 more than half ofall internet use will be done on handheld devices suchas tablets and smartphones It is vital for your site toperform well and be easy to navigate on mobile devic-es
IssueTere is no mobile version of this siteSolutionCreate a mobile version
95CC)2G E H(6( Based upon the data collected from onlinesurveys and focus groups wersquove determined that ParkCity Television has a strong social media presence butneeds to integrate these platforms more eff ectively toengage viewers of the morning show program Allow-ing viewers with opportunities to submit photos and videos to be aired live during the show would increase viewership and allow viewers and their friends to feela personal connection to the morning show programViewer data also indicated that PCTV should limittheir Facebook messaging to one or two posts daily
only providing interesting and sharable content thatis relevant to viewer demographics Prize giveawaysand promotional off ers would attract more followersand allow Park City Television to increase their onlinepresence Providing these opportunities would alsocreate ldquobrand loyaltyrdquo and attract individuals to thewebsite on a more consistent basis Finally improvingthe online server performance would help to increaseweb site traffic and improve the online user experienceCurrently visitors to PCTVrsquos website experience slowloading pages and excessive buff ering which detersthem from accessing and sharing content on their ownsocial media networks Web performance needs to beimproved to allow streaming of high-de1047297nition con-tent and a faster browsing experience Tese changes
if implemented will make the most eff
ective morningshow for Park City Television
44 minutes total (x2 for second run)
8102019 Comms 318 Mountain Morning Show Book
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lt
$-( EF(+(2Glt+9397 amp-=
REnergetic Funny Wear bright colorsInteraction with social media (by sharing posts videos etc on the air)
4CD8209SBright colors and decorationsInclude outdoor segments (even pre-recorded) interspersed with studio contentPossibly change sets during show for variety
MCC2-)ampS16 minutes total (x2 for second run)More frequent shorter commercial breaks
+)G5
44 minutes total (x2 for second run)
000-130 Introduction to show Overview of dayrsquos content130-300 Local weather amp ski reports (Winter)300-600 Hosts interacting with viewers popular events amp pop culture (YouTubeSoc ial feature600-900 Local Spotlight (Businesses Destinations Shopping etc)900-1030 Uplifing localnational news with a Park City Spin1030-1100 Lead into content following commercial break 1100-1500 Commercial Break 1
1500-1800 Welcome back lead with ldquoFunrdquo section (eg cooking pop culture products)1800-2000 Local weather amp ski reports (Winter)2000-2400 Interview with visitor (cooking segment product overview how-to athlete etc)
2400-2530 Local activities and events coming up in Park City 2530-2600 Lead into content following commercial break 2600-3000 Commercial Break 2
3000-3030 Welcome back lead in to next section off -site (or simply outside)3030-3500 Off -site feature with footage that gets out of the studio3500-3700 Local weather amp ski reports (Winter)3700-4030 Pop culture Highlight online or local videos of outdoor sportsstunts4030-4100 Lead into content following commercial break 4100-4500 Commercial Break 3
4500-4530 Welcome back lead in to next section4530-4700 Submitted content to the show (photos videos etc)4700-4900 Local weather amp ski reports (Winter)4900-5000 Park City activities for later that day
5000-5400 Productgear overview 5400-5500 Invitation for individuals to submit content to the show through social media5500-5600 Signing off and preview of next show5600-6000 Commercial Break 4
P L M 6
8102019 Comms 318 Mountain Morning Show Book
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ltlt
P2L M6
About TODAY (nd) Te Today Show Retrieved from httpwwwtodaycomid29055142nstodaytabout-todayU1iVROZdWEw
De Moras L (2014 March 12) Live And Well Morning Shows Gain Ratings Ground Tanks To Stiff Competition amp Focus On Interactive Programming Deadline Hollywood Retrieved from httpwwwdeadlinecom201403morning-show-ratings-gains-today-good-morning-america-rivals
Guskin E (2010) Network By Te NumbersTe State of the News Media An Annual Report on AmericanJournalism Retrieved from httpstateofhemediaorg2011network-essaydata-page-5
Park City Television (About) (nd) Park City Television Retrieved from httpparkcitytvabout Stetler B(2013 Sept 27) In Ratings War lsquoGMArsquo Beats lsquoTodayrsquo for Full Season Te New York Times Retrievedfrom httpwwwnytimescom20130928businessmediagma-beats-today-over-a-full-seasonhtml
Stetler B (2010 Aug 31) TV News for Early Risers (or Late-to-Bedders) Te New YorkTimes Retrieved fromhttpwwwnytimescom20100901businessmedia01morninghtml
Stetler B (2013 April 18) Waking Up on the Wrong Side of the Ratings War Te New YorkTimes Retrievedfrom httpwwwnytimescom20130421magazinewho-can-save-the-today-showhtml
Taibi C (2014 Jan 28) More People Watching Local Morning Shows In 2013 Study Finds Huffington PostRetrieved from httpwwwhuffingtonpostcom20140128morning-shows-pew-research-center-viewership-audience-local-tv_n_4680813html
Tennant T (nd) Talk Isnrsquot Cheap A Brief History of the Talk Show About Retrieved from httptalkshowsaboutcomodmorningshowspTalkIsntCheaphtmTe Tonight Show With Jay Leno (nd) TVcom Retrieved from
httpwwwtvcomshowsthe-tonight-show-with-jay-lenoTomas L (2009 May 18) Top Five Outdoor TV Shows Yahoo Voices Retrieved from httpvoicesyahoocomtop-1047297 ve-outdoor-tv-shows-3335682htmlcat=47Tucker K (2012 Jul 26) lsquoTe Today Showrsquo lsquoGMArsquo and lsquoCBSTis Morningrsquo Are these the
most complex dramas on network television Entertainment Weekly Retrieved from
httpwatching-tvewcom20120726the-today-show-good-morning-america-cbs-this-morning-robin-robertsUtah (2013) State of Utah Outdoor Recreation Vision Utah Retrieved April 22 2014 from httpwwwutah
govgovernordocsOutdoorRecreationVisionpdf Recode (2014) Millennials Spend More Time Watching TV on Other Devices Recode Retrieved April 24
2014 from httprecodenet20140326teens-twentysomethings-spend-more-time-watching-tv-on-other-screens
8102019 Comms 318 Mountain Morning Show Book
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Local Park CityUtah Residents
Park City Television 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 ofwhich are white but there are is also a large Hispanicdemographic in Utah One of Utahrsquos biggest contribu-tors to itrsquos economy is tourism Utah has an abundanceof national parks ski resorts lakes rivers and otherfeatures that make it a prime location for outdoor rec-
reation and so people from all over the country cometo Utah to participate in these outdoors activities Butthat means there equally as many opportunities forUtahns to take advantage of Many people who livein Utah participate in outdoor recreational activitiesAnd in particular because Utah is known for a placewhere many families come or stay to raise their kidsfamily activities and events that take place in Utah areespecially appealing to locals Te Mountain Morningshow is capable of taking better advantage of the manyoutdoor activities and events that are family friend-ly and this can be realized by having the MountainMorning show feature more of these family friendlyoutdoor recreational activities (Utah 2013)
NationalInternational Audience
Currently Park City Television is broadcastmainly to people living in Utah and surrounding ParkCity It relays information that is relevant to the peopleliving in these areas and it caters to the self interest ofthese people In order for Park City Television to reachmore of a broader scale in the United States they needto come up with information that is relevant to morethan just the people who are living in Utah Tey needto see some sort of value that they can connect withand use in their daily livesTis could consist of ideassuch as reporting news that is more on a national scaleof impact as well as incorporating guests and segments
from all over the country On an international scalemany people tune in to keep up with their favoriteathletes or the live action that is involved with thenews coverage By incorporating this action and thefamous athletes that these people love it may be agreat opportunity to grow and connect more with aninternational audience (Park City TV 2014)
8102019 Comms 318 Mountain Morning Show Book
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lt
Ideas for SegmentsContentbull Run time 88 minutes of programming 32 minutes
of commercialsbull All diff erent types of sports newsbull How to segmentsbull eg Show how to rock climb on set by bringing in
rock climbers with all their gear and with a rockclimbing wall
bull eg Demonstrate survival skills needed for being
stranded in the mountainsbull Features of Sports Repair placesbull Highlights of local businessesbull Cooking and Food segmentsbull Include bringing in a chef from local restaurants to
cook dishesbull Weather updatesbull Have ticker across the bottom or on the side that
features weather updates in particular the snowsegments
bull Feature shorter segments that can be easily sharedon social media
bull Interviews with outdoors experts and athletesbull Videos of ExtremeCrazy activities that are related
to the show
bull Sports and outdoor gearproduct reviewsbull More segments on the outdoor setbull Comedy Skitsbull Eg Similar to skits featured on Saturday Night
Livebull Capitalize on Big Eventsbull Sundancebull Olympicsbull World skisnowboard championshipsbull X gamesbull More onsite interviews with famous celebritiesbull Every half hours switch settingsbull eg Good Morning America switches every half
hourbull Segments that feature events and activities associ-
ated with diff erent seasons of the yearbull Art Feature that goes once a week or every other
week bull eg Have a local painter come in to feature and tell
about their art
Hostsbull Hosts make or break your show bull Have more hosts on the show at once so they can
interact and build more chemistry (similar to theGood Morning America) more of an ensemble
bull Have more energetic funny hostsbull Have them wear more light colors or brighter
shades of colors (colors that wake you up)
Set Designbull Bright colors and decorationsbull Have theme colors for the show that could change
depending on whatrsquos being featured that day on theshow
bull Create a more modern look bull eg Have a sleek re1047298ective and cleaning-looking
metal for furniture materialbull eg Have furniture with more rich vibrant colorsbull Have a change in sets during the show move to
diff erent roomsbull If they want to keep the wood do a much lighter
colored woodbull Make it more modern lookingbull Bright lights bright settings get rid of panels on
the window bull Get rid of the large name bar on screen or make it
skinnier and go across only half the screenbull Have an area for cookingbull Install much bigger windowsbull Possibly have changing artwork for diff erent times
and seasonsbull Always have at least one segment of the show off
set at another location usually will be pre-recorded
Commercialsbull More frequent and shorter commercial breaksbull Potential Commercialsbull local hotels and lodges availablebull local places to eat
bull local shopsbull local outdoorrsquos equipment gearbull Park City TV and things associated with it
9-(6)2G 7)2-8 )(6 7-CC(6)(
8102019 Comms 318 Mountain Morning Show Book
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A
gt8)+8
=gt2gt
As we interviewed dozens of people about the shows they watched anthey interact with the media they consume we gained a lot of insight Te ke
we were interested in was the ldquoyoung at heartrdquo those who enjoyed creative fu venturous or outdoors activities who would be inclined to watch a PCTV shdemographic covers a majority of ldquoMillennialsrdquo so by discovering what mediconsume and how they interact with it we were able to put together a sketch a perfect show might look like We held two focus groups of 8 people rangingfrom 19 to 36 We also interviewed a sample of individuals on the streets of PTe following are questions and answers that we received from our research
8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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O
amp8+4gt3939=gt2gt
We surveyed 312 individualswho live in the Park City Salt Lake andProvo areasTe survey was initiallydistributed on Main Street in downtownPark City and was then posted on thePark City TV website and was also dis-tributed on social media through Face-book
Four percent of those surveyedsaid they live in Park City proper Workstatus varies with 25 percent who said
they work full-time while 58 percentsaid they work part-time We found that40 percent of these people are marriedand that 68 percent of these people arebetween the ages of 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 for-mat Afer an analysis of all 312 respons-es we identi1047297ed six recurring themesthroughout Te identi1047297ed themes are asfollows with supporting quotes
1 Humor 2 So f News3 Social Media4 Main Street Events amp Nightlife
5 Cookingrecipesdiets 6 Feel of Morning Show
8102019 Comms 318 Mountain Morning Show Book
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Respondents reported that in the morning theyare looking for entertaining material that helps themwake up and start their day right Many said they arelooking for 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 feel to Te Ellen DeGeneres ShowTey are looking for entertainment in the morningthat is not too intense or heavy with news and mate-
rial but rather 1047297lled with stories and TV hosts that areable to create an entertaining environment that makespeople laugh Many indicated that clean humor wasimportant to them
95(S Park City TV should consider the importantrole that humor plays in the retention of its viewersSome respondents did note that they feel the show isbland and would prefer hosts who are funny and whocan create an upbeat atmosphere with witty quips Wesuggest reporting on news stories that are either funnyor bizarre that entertain and make people laugh Wesuggest a more succinct mix between reporting newswhile also focusing on how to incorporate humor intothe show One step in this direction could be to bringfun guests on the show who help liven PCTV
T5SldquoI want to see funny clean humor that isclever and energizingrdquo
ldquoA morning show should not focus on worldevents and the sad things going on--pop cul-
ture is better for the morning I want to seesomething light-hearted that eases me intothe dayrdquo
ldquoI want a morning show 1047297lled 1047297lled withstu ff that would make me laugh and smileor just something really upli f ing in gener-alrdquo
ldquoIn the morning I donrsquot want somethingreally complicated or intense I just want towatch something thatrsquos easy to follow but
wittyrdquo
ldquoI want a morning show with humor newsstrange news commentary and fun guestson the showrdquo
ldquoI want to watch something like Ellen Itshould be semi-informative but entertain-ing and funny--but not o ff ensiverdquo
R5C2
U9EV One recurring theme we found was the factthat people want to be informed while watchingmorning shows however they do not watch to watcha morning show that is too intense or heavy and arerather looking for local news stories that are uplifinginspirational and motivatingTey want to watch newsthat helps them feel connected to the community andhelps them feel like they can go out and make a diff er-
ence in the world Some people mentioned that theyfeel the news is 1047297lled with so much pain and tragedyand they want to be informed about the positive thingsthat are happening in the world and about people whoare making a diff erenceTey want to be 1047297lled withhope in the world today
95( Many individuals who responded to whatelements would make up their perfect TV show in-cluded the fact that they are looking for news storiesand current events but really want those news storiesto be mostly uplifing and motivational contentTese viewers 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 TVuses the base mentality ldquois this content uplifing andinspiring to our viewersrdquo as a base for building thecore content of this morning show
T5
ldquoI want to watch something that is educa-tional inspirational and occasionally fun-nyrdquo
ldquoI like humor and upbeat commentatorsI would like to watch something that givesme a general brie 1047297ng of world nationaland even local news Irsquom extremely tired ofmainstream media outlets with a liberal
agenda approach to the news I wto see more upli f ing stories aboutetcTings that the majority the stream America have in commonall of the divisive issues or the isstruly belong to the minorityrdquo
ldquoI want to watch something that toptimistic goals and how to achieI would also love to watch somethworkout programs that would insp
ldquoI would love it if they would shanews stories teach recipes excercdening tips - basically wholesomeand educational - something thathoperdquo
ldquoI want to see something that is up
and energizingrdquo
ldquoI want to see some positive news world Something to motivate you you ready for the dayrdquo
ldquoI want a morning variety show news about good things people aremixed with important news of theand around the country I also wasee weather reports as well as highbreakfast and lunch recipesrdquo
ldquoMy perfect morning show would motivational content to get me extake on the worldrdquo
9E
8102019 Comms 318 Mountain Morning Show Book
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lt
Of the 300 individuals survey only 13 percentwatch morning shows While the type of morningshow varied the main morning shows that surveyorswatched were Good Morning America Te TodayShow and KSL 5 Tirty-three percent of surveyorseat breakfast while watching morning shows and 25percent watch while getting ready for the day Whenasked what surveyors found 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
95( We recommend that information made avail-able on Park City TV be made available on mobile de- vices Many people who took the survey reported thatthey want to access information from Park City TV ontheir mobile devices including nightlife activity eventsspecial events information happening in Park City andlocal news Most people reported they do not want toreceive noti1047297cations through social media from Park
City TV but prefer to seek out information on theirown
Participants in the survey reported their favor-ite aspects of morning shows and what they enjoyedseeing on Park City TV was local news Tey are look-ing for uplifing and inspiring stories of people in thecommunity and want to enjoy clean humor and ldquosofrdquonews in the morning Tey are especially interestedin receiving information about local night life of art
events and said their interest in Park City TV wouldgrow if there were less re-runs
9C -CC( 8CSTe type of show they want (funny so f news upli f ing stories)
When they want to hear from PCTV (onlyin mornings (if that) donrsquot want socialmedia sites blown up night events amp eventsoccurring downtown)
$2(( 98
Te world has shifed to an online platformwhere people turn for news entertainment and socialconnectedness We asked individuals how they wouldfeel about following PCTV on social media accountshow ofen they would like to see posts what kind ofposts they would like to see and what platforms ofsocial media they would use to connect with PCTV on
7-CC(6)(S We feel like the morning show needs to usesocial media to gain recognition and attract attention
with the younger generations Weekly posts couldbe helpful to inform viewers of the nightlife eventsathletes and other subjects that viewers want to see(Described in earlier section) Posting should not beexcessive but there needs to be a presence
T509)-24 said they would never like to see posts
from PCTV
41 said they would prefer to see monthly posts from PCTV
Te most important posting topics to our sam- ple group were -Gear and product updates
-Memesquotes -Do it yourself projects -Pro 1047297les of Olympic Athletes
79 of those surveyed do not currently follow
PCTV on social media platforms
9-)amp $6)
Park Cityrsquos Main Street is so popular becauseof the hometown feel and amazing businesses Weasked respondents what they wanted to hear about onPCTVrsquos morning show and many said they wanted theshow to be more connected to the happenings of thecity Giving information about events on Main Streetand the nightlife in the surrounding area would makethe show informative and fun
7-CC(6)(SPeople want to see whatrsquos going on close by
them We suggest that PCTV focus on the nightlifeand local events of Park City to give the show a moreuni1047297ed view Local businesses would also respond wellBlending entertainment and information about localevents would be a great addition to the show
T509)-SldquoFestival street interviews meet prounding night life or artsrdquo
ldquoA quick recap on news so that I cconnected to the world as I go o ff but always ending with something
so that I donrsquot go to work depresse
61 percent of the respondents ran porting on nightlife as ldquovery impowhen asked ldquoHow important wousee each of the following topics in TV social media postsrdquo
$)( 92 Wgt( X 8ampE
Cooking shows are incredibly popular in theUS because people love DIY activities especially whenthey involve food Most morning shows involve somesort of cooking segment to help wake people up in themorning and get them on their feet Many millennialscare about health and cooking shows can help peo-ple experiment and try healthy recipes and start theirmorning right
7-CC(6)(People want to see cooking segments while
watching a morning show Tey want to see seg-ments that involve cooking with in-season fruits and vegetables or items that most people already have intheir fridge For this segment it may be fun to havekid-friendly dishes or guest cooks It will be importantto have an overhead camera for this segment but it
would really be worth it
T509)-SldquoCooking or comedic entertainment
Ellenrdquo
ldquoIt would be funny talk about makeabout being a mom and talk about fand talk about cookingrdquo
5 percent of respondents put ldquootherrdquosponding to the question ldquoWhich of ing is the most important thing for yin a morning showrdquo Cooking was lildquootherrdquo comments
ldquoCooking morerdquo was emphasized in
tion ldquoWhat additional elements if a you like to see on Park City TVrdquo
When asked ldquoWhat are your favoriof Park City TVrdquo a few respondentldquocooking and sports segmentsrdquo
ML(07-D0B
8102019 Comms 318 Mountain Morning Show Book
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A
Te reason people do anything like watch amorning show is by the way that activity makes themfeel So we wanted to know what kind of morningshow feel respondents would want We asked questionsabout what they would like to see in a morning showand which morning shows they already watch to giveus a better idea of the direction PCTVrsquos morning showshould take
7-CC(6)(S Like mentioned in our previous sectionshumor and sof news is what the people want to seeWhat they donrsquot want to see are the dry hosts that arecurrently on PCTVrsquos morning show To get new orrevamp the current hosts would greatly help the PCTVmorning show Also we would recommend some addi-tional outdoor footage and modern sets and graphicsPeople are more likely to watch a morning show ifthey feel that the morning show is keeping up with thetimes and current trends
T509)-26 said they did not enjoy the hosts on ParkCity TV
56 said they watch other morning shows in-stead of Park City TV
47 said they would watch Park City TV if
there were more outdoors footage
When asked what additional elements respon-dents would like to see on Park City TV onerespondent said ldquoSlicker Production Elements-Better graphics for weather lighting and setsrdquo
Hamp E $2(( 98
8102019 Comms 318 Mountain Morning Show Book
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amp8+4(A gt39397)F5)amp 75amp
8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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$-( B(0 9amp3C D(3
=gt2gt
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 of the newest ways that organizations communicate with consumers Social media allowsorganizations to hold a continual conversation with consumers through the sharing of informa-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 satisfy their needs Park City Television already has social media accounts on Facebook Twitter and Ins-tagram Tese accounts are used fairly frequently Tere is an average of two or three posts oneach of these accounts every day Te content of these posts ranges from information about
f d l f k h ff f k d h l h h bl f h d h f d l
8102019 Comms 318 Mountain Morning Show Book
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9-)amp $6) =DCY)(
PCTVrsquos current social media posting frequencyis adequate although survey respondents indicatedthat they would ideally only like to see one post perday on Facebook Currently PCTVrsquos Facebook pagefeatures multiple posts per day which some viewersconsider excessive If viewers do not 1047297nd all of thecontent posted as relevant to them then they will beinclined to unfollow block or hide future posts fromPCTV Content posted on Facebook needs to beengaging and interesting while not exceeding a rea-sonable limit for the number of posts each day Most
viewers responded that they would like to see photosand videos of relevant events celebrities and local con-tent from PCTV Foll owers utilize PCTV as an enter-tainment outlet and not typically a means of obtainingnews or other information Because of this contentshould be focused on entertaining and providingunique content for viewers to share with their friendsonline Many respondents requested more informationabout local events in Park City which is not availablein the larger media outlets Tey also would like to seeinterviews and pictures of athletes sponsored by PCTVAlthough much of this content is currently available onPark City Television there needs to be a more narrowfocus on local e vents
Social media management tools would help to
ensure the consistency of messaging across all of ParkCity Televisionrsquos social media channels Hootsuite al-lows pre-timed messages to be posted during the peaktraffic times for each viewer demographic Utilizing asocial media management would help to increase theeff ectiveness of social media messaging and could helpto monitor the traffic based upon the type of post and
the kind of contentMany of the individuals who responded to an
online survey indicated that they felt Park City Televi-sion had a strong social media presence Many weresatis1047297ed with the current content posted online andwere generally aware of the Mountain Morning ShowViewer 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 1047297rst taping Several responsesrequested on-screen weather information as well as
current news events and sports On-screen giveawaysand opportunities to interact with the cast memberswould increase the viewer interest during the PCTVMorning Show Dedicating 1047297 ve minutes or a portionof the show to live viewer feedback would drive view-ership as well as increase the engagement level of of viewers watching at home or on mobile devices
PCTV also needs to integrate Instagram into
events to pictures of everyday life in Park City For themost part the posts are eff ective in communicating in-formation to followers and allow Park City Televisionto keep followers informed Te Twitter account is es-pecially useful in getting direct feedback from follow-ers and eff ective in giving them individual feedbackPark City Television is eff ectively using its social mediaaccounts to stay connected to followers but there are afew recommendations that we feel would help improvesocial media use in terms of the Mountain MorningShow Park City Televisionrsquos social media strategy is
an eff ective means of keeping viewers engaged whileproviding an online forum where anyone can interactwith the station Te majority of individuals visitingPCTVrsquos social media are interested in the local areaaround Park City UT and want to stay informed aboutthe latest conditions and news in the area Keepingsocial media updated and current is essential to thepublic perception of Park City Television Visitors whoare able to 1047297nd information quickly and easily will bemore likely to return to the site more than one timeTis traffic increases the stationrsquos visibility and is animportant part of individualsrsquo perceptions
their morning show program possibly featuring photosubmission contests or including live updates of roadand weather conditions in the Park City Area If viewers have opportunities to submit content that isaired on the show then they will be engaged in each
program and invite their friends to also tucreates a viral marketing eff ect that over tiincrease the number of viewers watching PTelevision
PZ K2E2C)(-
One of the primary areas Park City Televisionneeds to address is the performance of their websiteCurrently the web page takes too long to load andperforms sluggishly when compared to other similarstation websites Visitors to the site do not want towait for long buff ering periods and low quality perfor-mance Increasing the server performance would helpto retain more visitors from the site who initially visit-ed the web page With this higher performance PCTVcould also feature 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-of-mouth advertising and ulti-mately would be much more eff ective than investing intraditional advertising channels
Te following information provides recom-
mendations for optimizing PCTVrsquos website perfor-mance
9D6S K2 Site speed is important for two main reasonsFirst your end-user experience--end-users are morelikely to return to website with snappy performanceSecond SEO site performance aff ects your rankingwith Google
Issue
No browser cachingSolution
Install caching pluginIssue
Image dimensions not speci1047297ed
SolutionSpecify dimensions in HTML or install plugin to do so
Issue
Media heavySolution Consider use of higher CPU or VPS hosting
9W= 7 Zamp 9 E H 6
8102019 Comms 318 Mountain Morning Show Book
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ltO
9W=S 7)()Zamp SEO stands for search engine optimizationSEO is vital to obtaining a high enough ranking for ap-plicable search terms to generating organic web trafficRight now parkcitytv has low traffic
IssueKeyword consistency SolutionMake sure each indexed keyword is represented inprevalent places in the site like the titles ltH1gt anddescriptions See Graphic for keywords
$Zamp =DCY)(S K2 It is projected that by 2016 more than half ofall internet use will be done on handheld devices suchas tablets and smartphones It is vital for your site toperform well and be easy to navigate on mobile devic-es
IssueTere is no mobile version of this siteSolutionCreate a mobile version
95CC)2G E H(6( Based upon the data collected from onlinesurveys and focus groups wersquove determined that ParkCity Television has a strong social media presence butneeds to integrate these platforms more eff ectively toengage viewers of the morning show program Allow-ing viewers with opportunities to submit photos and videos to be aired live during the show would increase viewership and allow viewers and their friends to feela personal connection to the morning show programViewer data also indicated that PCTV should limittheir Facebook messaging to one or two posts daily
only providing interesting and sharable content thatis relevant to viewer demographics Prize giveawaysand promotional off ers would attract more followersand allow Park City Television to increase their onlinepresence Providing these opportunities would alsocreate ldquobrand loyaltyrdquo and attract individuals to thewebsite on a more consistent basis Finally improvingthe online server performance would help to increaseweb site traffic and improve the online user experienceCurrently visitors to PCTVrsquos website experience slowloading pages and excessive buff ering which detersthem from accessing and sharing content on their ownsocial media networks Web performance needs to beimproved to allow streaming of high-de1047297nition con-tent and a faster browsing experience Tese changes
if implemented will make the most eff
ective morningshow for Park City Television
44 minutes total (x2 for second run)
8102019 Comms 318 Mountain Morning Show Book
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lt
$-( EF(+(2Glt+9397 amp-=
REnergetic Funny Wear bright colorsInteraction with social media (by sharing posts videos etc on the air)
4CD8209SBright colors and decorationsInclude outdoor segments (even pre-recorded) interspersed with studio contentPossibly change sets during show for variety
MCC2-)ampS16 minutes total (x2 for second run)More frequent shorter commercial breaks
+)G5
44 minutes total (x2 for second run)
000-130 Introduction to show Overview of dayrsquos content130-300 Local weather amp ski reports (Winter)300-600 Hosts interacting with viewers popular events amp pop culture (YouTubeSoc ial feature600-900 Local Spotlight (Businesses Destinations Shopping etc)900-1030 Uplifing localnational news with a Park City Spin1030-1100 Lead into content following commercial break 1100-1500 Commercial Break 1
1500-1800 Welcome back lead with ldquoFunrdquo section (eg cooking pop culture products)1800-2000 Local weather amp ski reports (Winter)2000-2400 Interview with visitor (cooking segment product overview how-to athlete etc)
2400-2530 Local activities and events coming up in Park City 2530-2600 Lead into content following commercial break 2600-3000 Commercial Break 2
3000-3030 Welcome back lead in to next section off -site (or simply outside)3030-3500 Off -site feature with footage that gets out of the studio3500-3700 Local weather amp ski reports (Winter)3700-4030 Pop culture Highlight online or local videos of outdoor sportsstunts4030-4100 Lead into content following commercial break 4100-4500 Commercial Break 3
4500-4530 Welcome back lead in to next section4530-4700 Submitted content to the show (photos videos etc)4700-4900 Local weather amp ski reports (Winter)4900-5000 Park City activities for later that day
5000-5400 Productgear overview 5400-5500 Invitation for individuals to submit content to the show through social media5500-5600 Signing off and preview of next show5600-6000 Commercial Break 4
P L M 6
8102019 Comms 318 Mountain Morning Show Book
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ltlt
P2L M6
About TODAY (nd) Te Today Show Retrieved from httpwwwtodaycomid29055142nstodaytabout-todayU1iVROZdWEw
De Moras L (2014 March 12) Live And Well Morning Shows Gain Ratings Ground Tanks To Stiff Competition amp Focus On Interactive Programming Deadline Hollywood Retrieved from httpwwwdeadlinecom201403morning-show-ratings-gains-today-good-morning-america-rivals
Guskin E (2010) Network By Te NumbersTe State of the News Media An Annual Report on AmericanJournalism Retrieved from httpstateofhemediaorg2011network-essaydata-page-5
Park City Television (About) (nd) Park City Television Retrieved from httpparkcitytvabout Stetler B(2013 Sept 27) In Ratings War lsquoGMArsquo Beats lsquoTodayrsquo for Full Season Te New York Times Retrievedfrom httpwwwnytimescom20130928businessmediagma-beats-today-over-a-full-seasonhtml
Stetler B (2010 Aug 31) TV News for Early Risers (or Late-to-Bedders) Te New YorkTimes Retrieved fromhttpwwwnytimescom20100901businessmedia01morninghtml
Stetler B (2013 April 18) Waking Up on the Wrong Side of the Ratings War Te New YorkTimes Retrievedfrom httpwwwnytimescom20130421magazinewho-can-save-the-today-showhtml
Taibi C (2014 Jan 28) More People Watching Local Morning Shows In 2013 Study Finds Huffington PostRetrieved from httpwwwhuffingtonpostcom20140128morning-shows-pew-research-center-viewership-audience-local-tv_n_4680813html
Tennant T (nd) Talk Isnrsquot Cheap A Brief History of the Talk Show About Retrieved from httptalkshowsaboutcomodmorningshowspTalkIsntCheaphtmTe Tonight Show With Jay Leno (nd) TVcom Retrieved from
httpwwwtvcomshowsthe-tonight-show-with-jay-lenoTomas L (2009 May 18) Top Five Outdoor TV Shows Yahoo Voices Retrieved from httpvoicesyahoocomtop-1047297 ve-outdoor-tv-shows-3335682htmlcat=47Tucker K (2012 Jul 26) lsquoTe Today Showrsquo lsquoGMArsquo and lsquoCBSTis Morningrsquo Are these the
most complex dramas on network television Entertainment Weekly Retrieved from
httpwatching-tvewcom20120726the-today-show-good-morning-america-cbs-this-morning-robin-robertsUtah (2013) State of Utah Outdoor Recreation Vision Utah Retrieved April 22 2014 from httpwwwutah
govgovernordocsOutdoorRecreationVisionpdf Recode (2014) Millennials Spend More Time Watching TV on Other Devices Recode Retrieved April 24
2014 from httprecodenet20140326teens-twentysomethings-spend-more-time-watching-tv-on-other-screens
8102019 Comms 318 Mountain Morning Show Book
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lt
Ideas for SegmentsContentbull Run time 88 minutes of programming 32 minutes
of commercialsbull All diff erent types of sports newsbull How to segmentsbull eg Show how to rock climb on set by bringing in
rock climbers with all their gear and with a rockclimbing wall
bull eg Demonstrate survival skills needed for being
stranded in the mountainsbull Features of Sports Repair placesbull Highlights of local businessesbull Cooking and Food segmentsbull Include bringing in a chef from local restaurants to
cook dishesbull Weather updatesbull Have ticker across the bottom or on the side that
features weather updates in particular the snowsegments
bull Feature shorter segments that can be easily sharedon social media
bull Interviews with outdoors experts and athletesbull Videos of ExtremeCrazy activities that are related
to the show
bull Sports and outdoor gearproduct reviewsbull More segments on the outdoor setbull Comedy Skitsbull Eg Similar to skits featured on Saturday Night
Livebull Capitalize on Big Eventsbull Sundancebull Olympicsbull World skisnowboard championshipsbull X gamesbull More onsite interviews with famous celebritiesbull Every half hours switch settingsbull eg Good Morning America switches every half
hourbull Segments that feature events and activities associ-
ated with diff erent seasons of the yearbull Art Feature that goes once a week or every other
week bull eg Have a local painter come in to feature and tell
about their art
Hostsbull Hosts make or break your show bull Have more hosts on the show at once so they can
interact and build more chemistry (similar to theGood Morning America) more of an ensemble
bull Have more energetic funny hostsbull Have them wear more light colors or brighter
shades of colors (colors that wake you up)
Set Designbull Bright colors and decorationsbull Have theme colors for the show that could change
depending on whatrsquos being featured that day on theshow
bull Create a more modern look bull eg Have a sleek re1047298ective and cleaning-looking
metal for furniture materialbull eg Have furniture with more rich vibrant colorsbull Have a change in sets during the show move to
diff erent roomsbull If they want to keep the wood do a much lighter
colored woodbull Make it more modern lookingbull Bright lights bright settings get rid of panels on
the window bull Get rid of the large name bar on screen or make it
skinnier and go across only half the screenbull Have an area for cookingbull Install much bigger windowsbull Possibly have changing artwork for diff erent times
and seasonsbull Always have at least one segment of the show off
set at another location usually will be pre-recorded
Commercialsbull More frequent and shorter commercial breaksbull Potential Commercialsbull local hotels and lodges availablebull local places to eat
bull local shopsbull local outdoorrsquos equipment gearbull Park City TV and things associated with it
9-(6)2G 7)2-8 )(6 7-CC(6)(
8102019 Comms 318 Mountain Morning Show Book
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A
gt8)+8
=gt2gt
As we interviewed dozens of people about the shows they watched anthey interact with the media they consume we gained a lot of insight Te ke
we were interested in was the ldquoyoung at heartrdquo those who enjoyed creative fu venturous or outdoors activities who would be inclined to watch a PCTV shdemographic covers a majority of ldquoMillennialsrdquo so by discovering what mediconsume and how they interact with it we were able to put together a sketch a perfect show might look like We held two focus groups of 8 people rangingfrom 19 to 36 We also interviewed a sample of individuals on the streets of PTe following are questions and answers that we received from our research
8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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amp8+4gt3939=gt2gt
We surveyed 312 individualswho live in the Park City Salt Lake andProvo areasTe survey was initiallydistributed on Main Street in downtownPark City and was then posted on thePark City TV website and was also dis-tributed on social media through Face-book
Four percent of those surveyedsaid they live in Park City proper Workstatus varies with 25 percent who said
they work full-time while 58 percentsaid they work part-time We found that40 percent of these people are marriedand that 68 percent of these people arebetween the ages of 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 for-mat Afer an analysis of all 312 respons-es we identi1047297ed six recurring themesthroughout Te identi1047297ed themes are asfollows with supporting quotes
1 Humor 2 So f News3 Social Media4 Main Street Events amp Nightlife
5 Cookingrecipesdiets 6 Feel of Morning Show
8102019 Comms 318 Mountain Morning Show Book
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Respondents reported that in the morning theyare looking for entertaining material that helps themwake up and start their day right Many said they arelooking for 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 feel to Te Ellen DeGeneres ShowTey are looking for entertainment in the morningthat is not too intense or heavy with news and mate-
rial but rather 1047297lled with stories and TV hosts that areable to create an entertaining environment that makespeople laugh Many indicated that clean humor wasimportant to them
95(S Park City TV should consider the importantrole that humor plays in the retention of its viewersSome respondents did note that they feel the show isbland and would prefer hosts who are funny and whocan create an upbeat atmosphere with witty quips Wesuggest reporting on news stories that are either funnyor bizarre that entertain and make people laugh Wesuggest a more succinct mix between reporting newswhile also focusing on how to incorporate humor intothe show One step in this direction could be to bringfun guests on the show who help liven PCTV
T5SldquoI want to see funny clean humor that isclever and energizingrdquo
ldquoA morning show should not focus on worldevents and the sad things going on--pop cul-
ture is better for the morning I want to seesomething light-hearted that eases me intothe dayrdquo
ldquoI want a morning show 1047297lled 1047297lled withstu ff that would make me laugh and smileor just something really upli f ing in gener-alrdquo
ldquoIn the morning I donrsquot want somethingreally complicated or intense I just want towatch something thatrsquos easy to follow but
wittyrdquo
ldquoI want a morning show with humor newsstrange news commentary and fun guestson the showrdquo
ldquoI want to watch something like Ellen Itshould be semi-informative but entertain-ing and funny--but not o ff ensiverdquo
R5C2
U9EV One recurring theme we found was the factthat people want to be informed while watchingmorning shows however they do not watch to watcha morning show that is too intense or heavy and arerather looking for local news stories that are uplifinginspirational and motivatingTey want to watch newsthat helps them feel connected to the community andhelps them feel like they can go out and make a diff er-
ence in the world Some people mentioned that theyfeel the news is 1047297lled with so much pain and tragedyand they want to be informed about the positive thingsthat are happening in the world and about people whoare making a diff erenceTey want to be 1047297lled withhope in the world today
95( Many individuals who responded to whatelements would make up their perfect TV show in-cluded the fact that they are looking for news storiesand current events but really want those news storiesto be mostly uplifing and motivational contentTese viewers 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 TVuses the base mentality ldquois this content uplifing andinspiring to our viewersrdquo as a base for building thecore content of this morning show
T5
ldquoI want to watch something that is educa-tional inspirational and occasionally fun-nyrdquo
ldquoI like humor and upbeat commentatorsI would like to watch something that givesme a general brie 1047297ng of world nationaland even local news Irsquom extremely tired ofmainstream media outlets with a liberal
agenda approach to the news I wto see more upli f ing stories aboutetcTings that the majority the stream America have in commonall of the divisive issues or the isstruly belong to the minorityrdquo
ldquoI want to watch something that toptimistic goals and how to achieI would also love to watch somethworkout programs that would insp
ldquoI would love it if they would shanews stories teach recipes excercdening tips - basically wholesomeand educational - something thathoperdquo
ldquoI want to see something that is up
and energizingrdquo
ldquoI want to see some positive news world Something to motivate you you ready for the dayrdquo
ldquoI want a morning variety show news about good things people aremixed with important news of theand around the country I also wasee weather reports as well as highbreakfast and lunch recipesrdquo
ldquoMy perfect morning show would motivational content to get me extake on the worldrdquo
9E
8102019 Comms 318 Mountain Morning Show Book
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lt
Of the 300 individuals survey only 13 percentwatch morning shows While the type of morningshow varied the main morning shows that surveyorswatched were Good Morning America Te TodayShow and KSL 5 Tirty-three percent of surveyorseat breakfast while watching morning shows and 25percent watch while getting ready for the day Whenasked what surveyors found 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
95( We recommend that information made avail-able on Park City TV be made available on mobile de- vices Many people who took the survey reported thatthey want to access information from Park City TV ontheir mobile devices including nightlife activity eventsspecial events information happening in Park City andlocal news Most people reported they do not want toreceive noti1047297cations through social media from Park
City TV but prefer to seek out information on theirown
Participants in the survey reported their favor-ite aspects of morning shows and what they enjoyedseeing on Park City TV was local news Tey are look-ing for uplifing and inspiring stories of people in thecommunity and want to enjoy clean humor and ldquosofrdquonews in the morning Tey are especially interestedin receiving information about local night life of art
events and said their interest in Park City TV wouldgrow if there were less re-runs
9C -CC( 8CSTe type of show they want (funny so f news upli f ing stories)
When they want to hear from PCTV (onlyin mornings (if that) donrsquot want socialmedia sites blown up night events amp eventsoccurring downtown)
$2(( 98
Te world has shifed to an online platformwhere people turn for news entertainment and socialconnectedness We asked individuals how they wouldfeel about following PCTV on social media accountshow ofen they would like to see posts what kind ofposts they would like to see and what platforms ofsocial media they would use to connect with PCTV on
7-CC(6)(S We feel like the morning show needs to usesocial media to gain recognition and attract attention
with the younger generations Weekly posts couldbe helpful to inform viewers of the nightlife eventsathletes and other subjects that viewers want to see(Described in earlier section) Posting should not beexcessive but there needs to be a presence
T509)-24 said they would never like to see posts
from PCTV
41 said they would prefer to see monthly posts from PCTV
Te most important posting topics to our sam- ple group were -Gear and product updates
-Memesquotes -Do it yourself projects -Pro 1047297les of Olympic Athletes
79 of those surveyed do not currently follow
PCTV on social media platforms
9-)amp $6)
Park Cityrsquos Main Street is so popular becauseof the hometown feel and amazing businesses Weasked respondents what they wanted to hear about onPCTVrsquos morning show and many said they wanted theshow to be more connected to the happenings of thecity Giving information about events on Main Streetand the nightlife in the surrounding area would makethe show informative and fun
7-CC(6)(SPeople want to see whatrsquos going on close by
them We suggest that PCTV focus on the nightlifeand local events of Park City to give the show a moreuni1047297ed view Local businesses would also respond wellBlending entertainment and information about localevents would be a great addition to the show
T509)-SldquoFestival street interviews meet prounding night life or artsrdquo
ldquoA quick recap on news so that I cconnected to the world as I go o ff but always ending with something
so that I donrsquot go to work depresse
61 percent of the respondents ran porting on nightlife as ldquovery impowhen asked ldquoHow important wousee each of the following topics in TV social media postsrdquo
$)( 92 Wgt( X 8ampE
Cooking shows are incredibly popular in theUS because people love DIY activities especially whenthey involve food Most morning shows involve somesort of cooking segment to help wake people up in themorning and get them on their feet Many millennialscare about health and cooking shows can help peo-ple experiment and try healthy recipes and start theirmorning right
7-CC(6)(People want to see cooking segments while
watching a morning show Tey want to see seg-ments that involve cooking with in-season fruits and vegetables or items that most people already have intheir fridge For this segment it may be fun to havekid-friendly dishes or guest cooks It will be importantto have an overhead camera for this segment but it
would really be worth it
T509)-SldquoCooking or comedic entertainment
Ellenrdquo
ldquoIt would be funny talk about makeabout being a mom and talk about fand talk about cookingrdquo
5 percent of respondents put ldquootherrdquosponding to the question ldquoWhich of ing is the most important thing for yin a morning showrdquo Cooking was lildquootherrdquo comments
ldquoCooking morerdquo was emphasized in
tion ldquoWhat additional elements if a you like to see on Park City TVrdquo
When asked ldquoWhat are your favoriof Park City TVrdquo a few respondentldquocooking and sports segmentsrdquo
ML(07-D0B
8102019 Comms 318 Mountain Morning Show Book
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A
Te reason people do anything like watch amorning show is by the way that activity makes themfeel So we wanted to know what kind of morningshow feel respondents would want We asked questionsabout what they would like to see in a morning showand which morning shows they already watch to giveus a better idea of the direction PCTVrsquos morning showshould take
7-CC(6)(S Like mentioned in our previous sectionshumor and sof news is what the people want to seeWhat they donrsquot want to see are the dry hosts that arecurrently on PCTVrsquos morning show To get new orrevamp the current hosts would greatly help the PCTVmorning show Also we would recommend some addi-tional outdoor footage and modern sets and graphicsPeople are more likely to watch a morning show ifthey feel that the morning show is keeping up with thetimes and current trends
T509)-26 said they did not enjoy the hosts on ParkCity TV
56 said they watch other morning shows in-stead of Park City TV
47 said they would watch Park City TV if
there were more outdoors footage
When asked what additional elements respon-dents would like to see on Park City TV onerespondent said ldquoSlicker Production Elements-Better graphics for weather lighting and setsrdquo
Hamp E $2(( 98
8102019 Comms 318 Mountain Morning Show Book
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amp8+4(A gt39397)F5)amp 75amp
8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1823
lt
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1923
A
$-( B(0 9amp3C D(3
=gt2gt
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 of the newest ways that organizations communicate with consumers Social media allowsorganizations to hold a continual conversation with consumers through the sharing of informa-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 satisfy their needs Park City Television already has social media accounts on Facebook Twitter and Ins-tagram Tese accounts are used fairly frequently Tere is an average of two or three posts oneach of these accounts every day Te content of these posts ranges from information about
f d l f k h ff f k d h l h h bl f h d h f d l
8102019 Comms 318 Mountain Morning Show Book
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J
9-)amp $6) =DCY)(
PCTVrsquos current social media posting frequencyis adequate although survey respondents indicatedthat they would ideally only like to see one post perday on Facebook Currently PCTVrsquos Facebook pagefeatures multiple posts per day which some viewersconsider excessive If viewers do not 1047297nd all of thecontent posted as relevant to them then they will beinclined to unfollow block or hide future posts fromPCTV Content posted on Facebook needs to beengaging and interesting while not exceeding a rea-sonable limit for the number of posts each day Most
viewers responded that they would like to see photosand videos of relevant events celebrities and local con-tent from PCTV Foll owers utilize PCTV as an enter-tainment outlet and not typically a means of obtainingnews or other information Because of this contentshould be focused on entertaining and providingunique content for viewers to share with their friendsonline Many respondents requested more informationabout local events in Park City which is not availablein the larger media outlets Tey also would like to seeinterviews and pictures of athletes sponsored by PCTVAlthough much of this content is currently available onPark City Television there needs to be a more narrowfocus on local e vents
Social media management tools would help to
ensure the consistency of messaging across all of ParkCity Televisionrsquos social media channels Hootsuite al-lows pre-timed messages to be posted during the peaktraffic times for each viewer demographic Utilizing asocial media management would help to increase theeff ectiveness of social media messaging and could helpto monitor the traffic based upon the type of post and
the kind of contentMany of the individuals who responded to an
online survey indicated that they felt Park City Televi-sion had a strong social media presence Many weresatis1047297ed with the current content posted online andwere generally aware of the Mountain Morning ShowViewer 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 1047297rst taping Several responsesrequested on-screen weather information as well as
current news events and sports On-screen giveawaysand opportunities to interact with the cast memberswould increase the viewer interest during the PCTVMorning Show Dedicating 1047297 ve minutes or a portionof the show to live viewer feedback would drive view-ership as well as increase the engagement level of of viewers watching at home or on mobile devices
PCTV also needs to integrate Instagram into
events to pictures of everyday life in Park City For themost part the posts are eff ective in communicating in-formation to followers and allow Park City Televisionto keep followers informed Te Twitter account is es-pecially useful in getting direct feedback from follow-ers and eff ective in giving them individual feedbackPark City Television is eff ectively using its social mediaaccounts to stay connected to followers but there are afew recommendations that we feel would help improvesocial media use in terms of the Mountain MorningShow Park City Televisionrsquos social media strategy is
an eff ective means of keeping viewers engaged whileproviding an online forum where anyone can interactwith the station Te majority of individuals visitingPCTVrsquos social media are interested in the local areaaround Park City UT and want to stay informed aboutthe latest conditions and news in the area Keepingsocial media updated and current is essential to thepublic perception of Park City Television Visitors whoare able to 1047297nd information quickly and easily will bemore likely to return to the site more than one timeTis traffic increases the stationrsquos visibility and is animportant part of individualsrsquo perceptions
their morning show program possibly featuring photosubmission contests or including live updates of roadand weather conditions in the Park City Area If viewers have opportunities to submit content that isaired on the show then they will be engaged in each
program and invite their friends to also tucreates a viral marketing eff ect that over tiincrease the number of viewers watching PTelevision
PZ K2E2C)(-
One of the primary areas Park City Televisionneeds to address is the performance of their websiteCurrently the web page takes too long to load andperforms sluggishly when compared to other similarstation websites Visitors to the site do not want towait for long buff ering periods and low quality perfor-mance Increasing the server performance would helpto retain more visitors from the site who initially visit-ed the web page With this higher performance PCTVcould also feature 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-of-mouth advertising and ulti-mately would be much more eff ective than investing intraditional advertising channels
Te following information provides recom-
mendations for optimizing PCTVrsquos website perfor-mance
9D6S K2 Site speed is important for two main reasonsFirst your end-user experience--end-users are morelikely to return to website with snappy performanceSecond SEO site performance aff ects your rankingwith Google
Issue
No browser cachingSolution
Install caching pluginIssue
Image dimensions not speci1047297ed
SolutionSpecify dimensions in HTML or install plugin to do so
Issue
Media heavySolution Consider use of higher CPU or VPS hosting
9W= 7 Zamp 9 E H 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2123
ltO
9W=S 7)()Zamp SEO stands for search engine optimizationSEO is vital to obtaining a high enough ranking for ap-plicable search terms to generating organic web trafficRight now parkcitytv has low traffic
IssueKeyword consistency SolutionMake sure each indexed keyword is represented inprevalent places in the site like the titles ltH1gt anddescriptions See Graphic for keywords
$Zamp =DCY)(S K2 It is projected that by 2016 more than half ofall internet use will be done on handheld devices suchas tablets and smartphones It is vital for your site toperform well and be easy to navigate on mobile devic-es
IssueTere is no mobile version of this siteSolutionCreate a mobile version
95CC)2G E H(6( Based upon the data collected from onlinesurveys and focus groups wersquove determined that ParkCity Television has a strong social media presence butneeds to integrate these platforms more eff ectively toengage viewers of the morning show program Allow-ing viewers with opportunities to submit photos and videos to be aired live during the show would increase viewership and allow viewers and their friends to feela personal connection to the morning show programViewer data also indicated that PCTV should limittheir Facebook messaging to one or two posts daily
only providing interesting and sharable content thatis relevant to viewer demographics Prize giveawaysand promotional off ers would attract more followersand allow Park City Television to increase their onlinepresence Providing these opportunities would alsocreate ldquobrand loyaltyrdquo and attract individuals to thewebsite on a more consistent basis Finally improvingthe online server performance would help to increaseweb site traffic and improve the online user experienceCurrently visitors to PCTVrsquos website experience slowloading pages and excessive buff ering which detersthem from accessing and sharing content on their ownsocial media networks Web performance needs to beimproved to allow streaming of high-de1047297nition con-tent and a faster browsing experience Tese changes
if implemented will make the most eff
ective morningshow for Park City Television
44 minutes total (x2 for second run)
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2223
lt
$-( EF(+(2Glt+9397 amp-=
REnergetic Funny Wear bright colorsInteraction with social media (by sharing posts videos etc on the air)
4CD8209SBright colors and decorationsInclude outdoor segments (even pre-recorded) interspersed with studio contentPossibly change sets during show for variety
MCC2-)ampS16 minutes total (x2 for second run)More frequent shorter commercial breaks
+)G5
44 minutes total (x2 for second run)
000-130 Introduction to show Overview of dayrsquos content130-300 Local weather amp ski reports (Winter)300-600 Hosts interacting with viewers popular events amp pop culture (YouTubeSoc ial feature600-900 Local Spotlight (Businesses Destinations Shopping etc)900-1030 Uplifing localnational news with a Park City Spin1030-1100 Lead into content following commercial break 1100-1500 Commercial Break 1
1500-1800 Welcome back lead with ldquoFunrdquo section (eg cooking pop culture products)1800-2000 Local weather amp ski reports (Winter)2000-2400 Interview with visitor (cooking segment product overview how-to athlete etc)
2400-2530 Local activities and events coming up in Park City 2530-2600 Lead into content following commercial break 2600-3000 Commercial Break 2
3000-3030 Welcome back lead in to next section off -site (or simply outside)3030-3500 Off -site feature with footage that gets out of the studio3500-3700 Local weather amp ski reports (Winter)3700-4030 Pop culture Highlight online or local videos of outdoor sportsstunts4030-4100 Lead into content following commercial break 4100-4500 Commercial Break 3
4500-4530 Welcome back lead in to next section4530-4700 Submitted content to the show (photos videos etc)4700-4900 Local weather amp ski reports (Winter)4900-5000 Park City activities for later that day
5000-5400 Productgear overview 5400-5500 Invitation for individuals to submit content to the show through social media5500-5600 Signing off and preview of next show5600-6000 Commercial Break 4
P L M 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2323
ltlt
P2L M6
About TODAY (nd) Te Today Show Retrieved from httpwwwtodaycomid29055142nstodaytabout-todayU1iVROZdWEw
De Moras L (2014 March 12) Live And Well Morning Shows Gain Ratings Ground Tanks To Stiff Competition amp Focus On Interactive Programming Deadline Hollywood Retrieved from httpwwwdeadlinecom201403morning-show-ratings-gains-today-good-morning-america-rivals
Guskin E (2010) Network By Te NumbersTe State of the News Media An Annual Report on AmericanJournalism Retrieved from httpstateofhemediaorg2011network-essaydata-page-5
Park City Television (About) (nd) Park City Television Retrieved from httpparkcitytvabout Stetler B(2013 Sept 27) In Ratings War lsquoGMArsquo Beats lsquoTodayrsquo for Full Season Te New York Times Retrievedfrom httpwwwnytimescom20130928businessmediagma-beats-today-over-a-full-seasonhtml
Stetler B (2010 Aug 31) TV News for Early Risers (or Late-to-Bedders) Te New YorkTimes Retrieved fromhttpwwwnytimescom20100901businessmedia01morninghtml
Stetler B (2013 April 18) Waking Up on the Wrong Side of the Ratings War Te New YorkTimes Retrievedfrom httpwwwnytimescom20130421magazinewho-can-save-the-today-showhtml
Taibi C (2014 Jan 28) More People Watching Local Morning Shows In 2013 Study Finds Huffington PostRetrieved from httpwwwhuffingtonpostcom20140128morning-shows-pew-research-center-viewership-audience-local-tv_n_4680813html
Tennant T (nd) Talk Isnrsquot Cheap A Brief History of the Talk Show About Retrieved from httptalkshowsaboutcomodmorningshowspTalkIsntCheaphtmTe Tonight Show With Jay Leno (nd) TVcom Retrieved from
httpwwwtvcomshowsthe-tonight-show-with-jay-lenoTomas L (2009 May 18) Top Five Outdoor TV Shows Yahoo Voices Retrieved from httpvoicesyahoocomtop-1047297 ve-outdoor-tv-shows-3335682htmlcat=47Tucker K (2012 Jul 26) lsquoTe Today Showrsquo lsquoGMArsquo and lsquoCBSTis Morningrsquo Are these the
most complex dramas on network television Entertainment Weekly Retrieved from
httpwatching-tvewcom20120726the-today-show-good-morning-america-cbs-this-morning-robin-robertsUtah (2013) State of Utah Outdoor Recreation Vision Utah Retrieved April 22 2014 from httpwwwutah
govgovernordocsOutdoorRecreationVisionpdf Recode (2014) Millennials Spend More Time Watching TV on Other Devices Recode Retrieved April 24
2014 from httprecodenet20140326teens-twentysomethings-spend-more-time-watching-tv-on-other-screens
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 923
A
gt8)+8
=gt2gt
As we interviewed dozens of people about the shows they watched anthey interact with the media they consume we gained a lot of insight Te ke
we were interested in was the ldquoyoung at heartrdquo those who enjoyed creative fu venturous or outdoors activities who would be inclined to watch a PCTV shdemographic covers a majority of ldquoMillennialsrdquo so by discovering what mediconsume and how they interact with it we were able to put together a sketch a perfect show might look like We held two focus groups of 8 people rangingfrom 19 to 36 We also interviewed a sample of individuals on the streets of PTe following are questions and answers that we received from our research
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1023
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1123
O
amp8+4gt3939=gt2gt
We surveyed 312 individualswho live in the Park City Salt Lake andProvo areasTe survey was initiallydistributed on Main Street in downtownPark City and was then posted on thePark City TV website and was also dis-tributed on social media through Face-book
Four percent of those surveyedsaid they live in Park City proper Workstatus varies with 25 percent who said
they work full-time while 58 percentsaid they work part-time We found that40 percent of these people are marriedand that 68 percent of these people arebetween the ages of 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 for-mat Afer an analysis of all 312 respons-es we identi1047297ed six recurring themesthroughout Te identi1047297ed themes are asfollows with supporting quotes
1 Humor 2 So f News3 Social Media4 Main Street Events amp Nightlife
5 Cookingrecipesdiets 6 Feel of Morning Show
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1223
Respondents reported that in the morning theyare looking for entertaining material that helps themwake up and start their day right Many said they arelooking for 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 feel to Te Ellen DeGeneres ShowTey are looking for entertainment in the morningthat is not too intense or heavy with news and mate-
rial but rather 1047297lled with stories and TV hosts that areable to create an entertaining environment that makespeople laugh Many indicated that clean humor wasimportant to them
95(S Park City TV should consider the importantrole that humor plays in the retention of its viewersSome respondents did note that they feel the show isbland and would prefer hosts who are funny and whocan create an upbeat atmosphere with witty quips Wesuggest reporting on news stories that are either funnyor bizarre that entertain and make people laugh Wesuggest a more succinct mix between reporting newswhile also focusing on how to incorporate humor intothe show One step in this direction could be to bringfun guests on the show who help liven PCTV
T5SldquoI want to see funny clean humor that isclever and energizingrdquo
ldquoA morning show should not focus on worldevents and the sad things going on--pop cul-
ture is better for the morning I want to seesomething light-hearted that eases me intothe dayrdquo
ldquoI want a morning show 1047297lled 1047297lled withstu ff that would make me laugh and smileor just something really upli f ing in gener-alrdquo
ldquoIn the morning I donrsquot want somethingreally complicated or intense I just want towatch something thatrsquos easy to follow but
wittyrdquo
ldquoI want a morning show with humor newsstrange news commentary and fun guestson the showrdquo
ldquoI want to watch something like Ellen Itshould be semi-informative but entertain-ing and funny--but not o ff ensiverdquo
R5C2
U9EV One recurring theme we found was the factthat people want to be informed while watchingmorning shows however they do not watch to watcha morning show that is too intense or heavy and arerather looking for local news stories that are uplifinginspirational and motivatingTey want to watch newsthat helps them feel connected to the community andhelps them feel like they can go out and make a diff er-
ence in the world Some people mentioned that theyfeel the news is 1047297lled with so much pain and tragedyand they want to be informed about the positive thingsthat are happening in the world and about people whoare making a diff erenceTey want to be 1047297lled withhope in the world today
95( Many individuals who responded to whatelements would make up their perfect TV show in-cluded the fact that they are looking for news storiesand current events but really want those news storiesto be mostly uplifing and motivational contentTese viewers 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 TVuses the base mentality ldquois this content uplifing andinspiring to our viewersrdquo as a base for building thecore content of this morning show
T5
ldquoI want to watch something that is educa-tional inspirational and occasionally fun-nyrdquo
ldquoI like humor and upbeat commentatorsI would like to watch something that givesme a general brie 1047297ng of world nationaland even local news Irsquom extremely tired ofmainstream media outlets with a liberal
agenda approach to the news I wto see more upli f ing stories aboutetcTings that the majority the stream America have in commonall of the divisive issues or the isstruly belong to the minorityrdquo
ldquoI want to watch something that toptimistic goals and how to achieI would also love to watch somethworkout programs that would insp
ldquoI would love it if they would shanews stories teach recipes excercdening tips - basically wholesomeand educational - something thathoperdquo
ldquoI want to see something that is up
and energizingrdquo
ldquoI want to see some positive news world Something to motivate you you ready for the dayrdquo
ldquoI want a morning variety show news about good things people aremixed with important news of theand around the country I also wasee weather reports as well as highbreakfast and lunch recipesrdquo
ldquoMy perfect morning show would motivational content to get me extake on the worldrdquo
9E
8102019 Comms 318 Mountain Morning Show Book
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lt
Of the 300 individuals survey only 13 percentwatch morning shows While the type of morningshow varied the main morning shows that surveyorswatched were Good Morning America Te TodayShow and KSL 5 Tirty-three percent of surveyorseat breakfast while watching morning shows and 25percent watch while getting ready for the day Whenasked what surveyors found 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
95( We recommend that information made avail-able on Park City TV be made available on mobile de- vices Many people who took the survey reported thatthey want to access information from Park City TV ontheir mobile devices including nightlife activity eventsspecial events information happening in Park City andlocal news Most people reported they do not want toreceive noti1047297cations through social media from Park
City TV but prefer to seek out information on theirown
Participants in the survey reported their favor-ite aspects of morning shows and what they enjoyedseeing on Park City TV was local news Tey are look-ing for uplifing and inspiring stories of people in thecommunity and want to enjoy clean humor and ldquosofrdquonews in the morning Tey are especially interestedin receiving information about local night life of art
events and said their interest in Park City TV wouldgrow if there were less re-runs
9C -CC( 8CSTe type of show they want (funny so f news upli f ing stories)
When they want to hear from PCTV (onlyin mornings (if that) donrsquot want socialmedia sites blown up night events amp eventsoccurring downtown)
$2(( 98
Te world has shifed to an online platformwhere people turn for news entertainment and socialconnectedness We asked individuals how they wouldfeel about following PCTV on social media accountshow ofen they would like to see posts what kind ofposts they would like to see and what platforms ofsocial media they would use to connect with PCTV on
7-CC(6)(S We feel like the morning show needs to usesocial media to gain recognition and attract attention
with the younger generations Weekly posts couldbe helpful to inform viewers of the nightlife eventsathletes and other subjects that viewers want to see(Described in earlier section) Posting should not beexcessive but there needs to be a presence
T509)-24 said they would never like to see posts
from PCTV
41 said they would prefer to see monthly posts from PCTV
Te most important posting topics to our sam- ple group were -Gear and product updates
-Memesquotes -Do it yourself projects -Pro 1047297les of Olympic Athletes
79 of those surveyed do not currently follow
PCTV on social media platforms
9-)amp $6)
Park Cityrsquos Main Street is so popular becauseof the hometown feel and amazing businesses Weasked respondents what they wanted to hear about onPCTVrsquos morning show and many said they wanted theshow to be more connected to the happenings of thecity Giving information about events on Main Streetand the nightlife in the surrounding area would makethe show informative and fun
7-CC(6)(SPeople want to see whatrsquos going on close by
them We suggest that PCTV focus on the nightlifeand local events of Park City to give the show a moreuni1047297ed view Local businesses would also respond wellBlending entertainment and information about localevents would be a great addition to the show
T509)-SldquoFestival street interviews meet prounding night life or artsrdquo
ldquoA quick recap on news so that I cconnected to the world as I go o ff but always ending with something
so that I donrsquot go to work depresse
61 percent of the respondents ran porting on nightlife as ldquovery impowhen asked ldquoHow important wousee each of the following topics in TV social media postsrdquo
$)( 92 Wgt( X 8ampE
Cooking shows are incredibly popular in theUS because people love DIY activities especially whenthey involve food Most morning shows involve somesort of cooking segment to help wake people up in themorning and get them on their feet Many millennialscare about health and cooking shows can help peo-ple experiment and try healthy recipes and start theirmorning right
7-CC(6)(People want to see cooking segments while
watching a morning show Tey want to see seg-ments that involve cooking with in-season fruits and vegetables or items that most people already have intheir fridge For this segment it may be fun to havekid-friendly dishes or guest cooks It will be importantto have an overhead camera for this segment but it
would really be worth it
T509)-SldquoCooking or comedic entertainment
Ellenrdquo
ldquoIt would be funny talk about makeabout being a mom and talk about fand talk about cookingrdquo
5 percent of respondents put ldquootherrdquosponding to the question ldquoWhich of ing is the most important thing for yin a morning showrdquo Cooking was lildquootherrdquo comments
ldquoCooking morerdquo was emphasized in
tion ldquoWhat additional elements if a you like to see on Park City TVrdquo
When asked ldquoWhat are your favoriof Park City TVrdquo a few respondentldquocooking and sports segmentsrdquo
ML(07-D0B
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1423
A
Te reason people do anything like watch amorning show is by the way that activity makes themfeel So we wanted to know what kind of morningshow feel respondents would want We asked questionsabout what they would like to see in a morning showand which morning shows they already watch to giveus a better idea of the direction PCTVrsquos morning showshould take
7-CC(6)(S Like mentioned in our previous sectionshumor and sof news is what the people want to seeWhat they donrsquot want to see are the dry hosts that arecurrently on PCTVrsquos morning show To get new orrevamp the current hosts would greatly help the PCTVmorning show Also we would recommend some addi-tional outdoor footage and modern sets and graphicsPeople are more likely to watch a morning show ifthey feel that the morning show is keeping up with thetimes and current trends
T509)-26 said they did not enjoy the hosts on ParkCity TV
56 said they watch other morning shows in-stead of Park City TV
47 said they would watch Park City TV if
there were more outdoors footage
When asked what additional elements respon-dents would like to see on Park City TV onerespondent said ldquoSlicker Production Elements-Better graphics for weather lighting and setsrdquo
Hamp E $2(( 98
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1523
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amp8+4(A gt39397)F5)amp 75amp
8102019 Comms 318 Mountain Morning Show Book
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O
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1723
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1823
lt
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1923
A
$-( B(0 9amp3C D(3
=gt2gt
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 of the newest ways that organizations communicate with consumers Social media allowsorganizations to hold a continual conversation with consumers through the sharing of informa-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 satisfy their needs Park City Television already has social media accounts on Facebook Twitter and Ins-tagram Tese accounts are used fairly frequently Tere is an average of two or three posts oneach of these accounts every day Te content of these posts ranges from information about
f d l f k h ff f k d h l h h bl f h d h f d l
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2023
J
9-)amp $6) =DCY)(
PCTVrsquos current social media posting frequencyis adequate although survey respondents indicatedthat they would ideally only like to see one post perday on Facebook Currently PCTVrsquos Facebook pagefeatures multiple posts per day which some viewersconsider excessive If viewers do not 1047297nd all of thecontent posted as relevant to them then they will beinclined to unfollow block or hide future posts fromPCTV Content posted on Facebook needs to beengaging and interesting while not exceeding a rea-sonable limit for the number of posts each day Most
viewers responded that they would like to see photosand videos of relevant events celebrities and local con-tent from PCTV Foll owers utilize PCTV as an enter-tainment outlet and not typically a means of obtainingnews or other information Because of this contentshould be focused on entertaining and providingunique content for viewers to share with their friendsonline Many respondents requested more informationabout local events in Park City which is not availablein the larger media outlets Tey also would like to seeinterviews and pictures of athletes sponsored by PCTVAlthough much of this content is currently available onPark City Television there needs to be a more narrowfocus on local e vents
Social media management tools would help to
ensure the consistency of messaging across all of ParkCity Televisionrsquos social media channels Hootsuite al-lows pre-timed messages to be posted during the peaktraffic times for each viewer demographic Utilizing asocial media management would help to increase theeff ectiveness of social media messaging and could helpto monitor the traffic based upon the type of post and
the kind of contentMany of the individuals who responded to an
online survey indicated that they felt Park City Televi-sion had a strong social media presence Many weresatis1047297ed with the current content posted online andwere generally aware of the Mountain Morning ShowViewer 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 1047297rst taping Several responsesrequested on-screen weather information as well as
current news events and sports On-screen giveawaysand opportunities to interact with the cast memberswould increase the viewer interest during the PCTVMorning Show Dedicating 1047297 ve minutes or a portionof the show to live viewer feedback would drive view-ership as well as increase the engagement level of of viewers watching at home or on mobile devices
PCTV also needs to integrate Instagram into
events to pictures of everyday life in Park City For themost part the posts are eff ective in communicating in-formation to followers and allow Park City Televisionto keep followers informed Te Twitter account is es-pecially useful in getting direct feedback from follow-ers and eff ective in giving them individual feedbackPark City Television is eff ectively using its social mediaaccounts to stay connected to followers but there are afew recommendations that we feel would help improvesocial media use in terms of the Mountain MorningShow Park City Televisionrsquos social media strategy is
an eff ective means of keeping viewers engaged whileproviding an online forum where anyone can interactwith the station Te majority of individuals visitingPCTVrsquos social media are interested in the local areaaround Park City UT and want to stay informed aboutthe latest conditions and news in the area Keepingsocial media updated and current is essential to thepublic perception of Park City Television Visitors whoare able to 1047297nd information quickly and easily will bemore likely to return to the site more than one timeTis traffic increases the stationrsquos visibility and is animportant part of individualsrsquo perceptions
their morning show program possibly featuring photosubmission contests or including live updates of roadand weather conditions in the Park City Area If viewers have opportunities to submit content that isaired on the show then they will be engaged in each
program and invite their friends to also tucreates a viral marketing eff ect that over tiincrease the number of viewers watching PTelevision
PZ K2E2C)(-
One of the primary areas Park City Televisionneeds to address is the performance of their websiteCurrently the web page takes too long to load andperforms sluggishly when compared to other similarstation websites Visitors to the site do not want towait for long buff ering periods and low quality perfor-mance Increasing the server performance would helpto retain more visitors from the site who initially visit-ed the web page With this higher performance PCTVcould also feature 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-of-mouth advertising and ulti-mately would be much more eff ective than investing intraditional advertising channels
Te following information provides recom-
mendations for optimizing PCTVrsquos website perfor-mance
9D6S K2 Site speed is important for two main reasonsFirst your end-user experience--end-users are morelikely to return to website with snappy performanceSecond SEO site performance aff ects your rankingwith Google
Issue
No browser cachingSolution
Install caching pluginIssue
Image dimensions not speci1047297ed
SolutionSpecify dimensions in HTML or install plugin to do so
Issue
Media heavySolution Consider use of higher CPU or VPS hosting
9W= 7 Zamp 9 E H 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2123
ltO
9W=S 7)()Zamp SEO stands for search engine optimizationSEO is vital to obtaining a high enough ranking for ap-plicable search terms to generating organic web trafficRight now parkcitytv has low traffic
IssueKeyword consistency SolutionMake sure each indexed keyword is represented inprevalent places in the site like the titles ltH1gt anddescriptions See Graphic for keywords
$Zamp =DCY)(S K2 It is projected that by 2016 more than half ofall internet use will be done on handheld devices suchas tablets and smartphones It is vital for your site toperform well and be easy to navigate on mobile devic-es
IssueTere is no mobile version of this siteSolutionCreate a mobile version
95CC)2G E H(6( Based upon the data collected from onlinesurveys and focus groups wersquove determined that ParkCity Television has a strong social media presence butneeds to integrate these platforms more eff ectively toengage viewers of the morning show program Allow-ing viewers with opportunities to submit photos and videos to be aired live during the show would increase viewership and allow viewers and their friends to feela personal connection to the morning show programViewer data also indicated that PCTV should limittheir Facebook messaging to one or two posts daily
only providing interesting and sharable content thatis relevant to viewer demographics Prize giveawaysand promotional off ers would attract more followersand allow Park City Television to increase their onlinepresence Providing these opportunities would alsocreate ldquobrand loyaltyrdquo and attract individuals to thewebsite on a more consistent basis Finally improvingthe online server performance would help to increaseweb site traffic and improve the online user experienceCurrently visitors to PCTVrsquos website experience slowloading pages and excessive buff ering which detersthem from accessing and sharing content on their ownsocial media networks Web performance needs to beimproved to allow streaming of high-de1047297nition con-tent and a faster browsing experience Tese changes
if implemented will make the most eff
ective morningshow for Park City Television
44 minutes total (x2 for second run)
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2223
lt
$-( EF(+(2Glt+9397 amp-=
REnergetic Funny Wear bright colorsInteraction with social media (by sharing posts videos etc on the air)
4CD8209SBright colors and decorationsInclude outdoor segments (even pre-recorded) interspersed with studio contentPossibly change sets during show for variety
MCC2-)ampS16 minutes total (x2 for second run)More frequent shorter commercial breaks
+)G5
44 minutes total (x2 for second run)
000-130 Introduction to show Overview of dayrsquos content130-300 Local weather amp ski reports (Winter)300-600 Hosts interacting with viewers popular events amp pop culture (YouTubeSoc ial feature600-900 Local Spotlight (Businesses Destinations Shopping etc)900-1030 Uplifing localnational news with a Park City Spin1030-1100 Lead into content following commercial break 1100-1500 Commercial Break 1
1500-1800 Welcome back lead with ldquoFunrdquo section (eg cooking pop culture products)1800-2000 Local weather amp ski reports (Winter)2000-2400 Interview with visitor (cooking segment product overview how-to athlete etc)
2400-2530 Local activities and events coming up in Park City 2530-2600 Lead into content following commercial break 2600-3000 Commercial Break 2
3000-3030 Welcome back lead in to next section off -site (or simply outside)3030-3500 Off -site feature with footage that gets out of the studio3500-3700 Local weather amp ski reports (Winter)3700-4030 Pop culture Highlight online or local videos of outdoor sportsstunts4030-4100 Lead into content following commercial break 4100-4500 Commercial Break 3
4500-4530 Welcome back lead in to next section4530-4700 Submitted content to the show (photos videos etc)4700-4900 Local weather amp ski reports (Winter)4900-5000 Park City activities for later that day
5000-5400 Productgear overview 5400-5500 Invitation for individuals to submit content to the show through social media5500-5600 Signing off and preview of next show5600-6000 Commercial Break 4
P L M 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2323
ltlt
P2L M6
About TODAY (nd) Te Today Show Retrieved from httpwwwtodaycomid29055142nstodaytabout-todayU1iVROZdWEw
De Moras L (2014 March 12) Live And Well Morning Shows Gain Ratings Ground Tanks To Stiff Competition amp Focus On Interactive Programming Deadline Hollywood Retrieved from httpwwwdeadlinecom201403morning-show-ratings-gains-today-good-morning-america-rivals
Guskin E (2010) Network By Te NumbersTe State of the News Media An Annual Report on AmericanJournalism Retrieved from httpstateofhemediaorg2011network-essaydata-page-5
Park City Television (About) (nd) Park City Television Retrieved from httpparkcitytvabout Stetler B(2013 Sept 27) In Ratings War lsquoGMArsquo Beats lsquoTodayrsquo for Full Season Te New York Times Retrievedfrom httpwwwnytimescom20130928businessmediagma-beats-today-over-a-full-seasonhtml
Stetler B (2010 Aug 31) TV News for Early Risers (or Late-to-Bedders) Te New YorkTimes Retrieved fromhttpwwwnytimescom20100901businessmedia01morninghtml
Stetler B (2013 April 18) Waking Up on the Wrong Side of the Ratings War Te New YorkTimes Retrievedfrom httpwwwnytimescom20130421magazinewho-can-save-the-today-showhtml
Taibi C (2014 Jan 28) More People Watching Local Morning Shows In 2013 Study Finds Huffington PostRetrieved from httpwwwhuffingtonpostcom20140128morning-shows-pew-research-center-viewership-audience-local-tv_n_4680813html
Tennant T (nd) Talk Isnrsquot Cheap A Brief History of the Talk Show About Retrieved from httptalkshowsaboutcomodmorningshowspTalkIsntCheaphtmTe Tonight Show With Jay Leno (nd) TVcom Retrieved from
httpwwwtvcomshowsthe-tonight-show-with-jay-lenoTomas L (2009 May 18) Top Five Outdoor TV Shows Yahoo Voices Retrieved from httpvoicesyahoocomtop-1047297 ve-outdoor-tv-shows-3335682htmlcat=47Tucker K (2012 Jul 26) lsquoTe Today Showrsquo lsquoGMArsquo and lsquoCBSTis Morningrsquo Are these the
most complex dramas on network television Entertainment Weekly Retrieved from
httpwatching-tvewcom20120726the-today-show-good-morning-america-cbs-this-morning-robin-robertsUtah (2013) State of Utah Outdoor Recreation Vision Utah Retrieved April 22 2014 from httpwwwutah
govgovernordocsOutdoorRecreationVisionpdf Recode (2014) Millennials Spend More Time Watching TV on Other Devices Recode Retrieved April 24
2014 from httprecodenet20140326teens-twentysomethings-spend-more-time-watching-tv-on-other-screens
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1023
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1123
O
amp8+4gt3939=gt2gt
We surveyed 312 individualswho live in the Park City Salt Lake andProvo areasTe survey was initiallydistributed on Main Street in downtownPark City and was then posted on thePark City TV website and was also dis-tributed on social media through Face-book
Four percent of those surveyedsaid they live in Park City proper Workstatus varies with 25 percent who said
they work full-time while 58 percentsaid they work part-time We found that40 percent of these people are marriedand that 68 percent of these people arebetween the ages of 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 for-mat Afer an analysis of all 312 respons-es we identi1047297ed six recurring themesthroughout Te identi1047297ed themes are asfollows with supporting quotes
1 Humor 2 So f News3 Social Media4 Main Street Events amp Nightlife
5 Cookingrecipesdiets 6 Feel of Morning Show
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1223
Respondents reported that in the morning theyare looking for entertaining material that helps themwake up and start their day right Many said they arelooking for 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 feel to Te Ellen DeGeneres ShowTey are looking for entertainment in the morningthat is not too intense or heavy with news and mate-
rial but rather 1047297lled with stories and TV hosts that areable to create an entertaining environment that makespeople laugh Many indicated that clean humor wasimportant to them
95(S Park City TV should consider the importantrole that humor plays in the retention of its viewersSome respondents did note that they feel the show isbland and would prefer hosts who are funny and whocan create an upbeat atmosphere with witty quips Wesuggest reporting on news stories that are either funnyor bizarre that entertain and make people laugh Wesuggest a more succinct mix between reporting newswhile also focusing on how to incorporate humor intothe show One step in this direction could be to bringfun guests on the show who help liven PCTV
T5SldquoI want to see funny clean humor that isclever and energizingrdquo
ldquoA morning show should not focus on worldevents and the sad things going on--pop cul-
ture is better for the morning I want to seesomething light-hearted that eases me intothe dayrdquo
ldquoI want a morning show 1047297lled 1047297lled withstu ff that would make me laugh and smileor just something really upli f ing in gener-alrdquo
ldquoIn the morning I donrsquot want somethingreally complicated or intense I just want towatch something thatrsquos easy to follow but
wittyrdquo
ldquoI want a morning show with humor newsstrange news commentary and fun guestson the showrdquo
ldquoI want to watch something like Ellen Itshould be semi-informative but entertain-ing and funny--but not o ff ensiverdquo
R5C2
U9EV One recurring theme we found was the factthat people want to be informed while watchingmorning shows however they do not watch to watcha morning show that is too intense or heavy and arerather looking for local news stories that are uplifinginspirational and motivatingTey want to watch newsthat helps them feel connected to the community andhelps them feel like they can go out and make a diff er-
ence in the world Some people mentioned that theyfeel the news is 1047297lled with so much pain and tragedyand they want to be informed about the positive thingsthat are happening in the world and about people whoare making a diff erenceTey want to be 1047297lled withhope in the world today
95( Many individuals who responded to whatelements would make up their perfect TV show in-cluded the fact that they are looking for news storiesand current events but really want those news storiesto be mostly uplifing and motivational contentTese viewers 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 TVuses the base mentality ldquois this content uplifing andinspiring to our viewersrdquo as a base for building thecore content of this morning show
T5
ldquoI want to watch something that is educa-tional inspirational and occasionally fun-nyrdquo
ldquoI like humor and upbeat commentatorsI would like to watch something that givesme a general brie 1047297ng of world nationaland even local news Irsquom extremely tired ofmainstream media outlets with a liberal
agenda approach to the news I wto see more upli f ing stories aboutetcTings that the majority the stream America have in commonall of the divisive issues or the isstruly belong to the minorityrdquo
ldquoI want to watch something that toptimistic goals and how to achieI would also love to watch somethworkout programs that would insp
ldquoI would love it if they would shanews stories teach recipes excercdening tips - basically wholesomeand educational - something thathoperdquo
ldquoI want to see something that is up
and energizingrdquo
ldquoI want to see some positive news world Something to motivate you you ready for the dayrdquo
ldquoI want a morning variety show news about good things people aremixed with important news of theand around the country I also wasee weather reports as well as highbreakfast and lunch recipesrdquo
ldquoMy perfect morning show would motivational content to get me extake on the worldrdquo
9E
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1323
lt
Of the 300 individuals survey only 13 percentwatch morning shows While the type of morningshow varied the main morning shows that surveyorswatched were Good Morning America Te TodayShow and KSL 5 Tirty-three percent of surveyorseat breakfast while watching morning shows and 25percent watch while getting ready for the day Whenasked what surveyors found 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
95( We recommend that information made avail-able on Park City TV be made available on mobile de- vices Many people who took the survey reported thatthey want to access information from Park City TV ontheir mobile devices including nightlife activity eventsspecial events information happening in Park City andlocal news Most people reported they do not want toreceive noti1047297cations through social media from Park
City TV but prefer to seek out information on theirown
Participants in the survey reported their favor-ite aspects of morning shows and what they enjoyedseeing on Park City TV was local news Tey are look-ing for uplifing and inspiring stories of people in thecommunity and want to enjoy clean humor and ldquosofrdquonews in the morning Tey are especially interestedin receiving information about local night life of art
events and said their interest in Park City TV wouldgrow if there were less re-runs
9C -CC( 8CSTe type of show they want (funny so f news upli f ing stories)
When they want to hear from PCTV (onlyin mornings (if that) donrsquot want socialmedia sites blown up night events amp eventsoccurring downtown)
$2(( 98
Te world has shifed to an online platformwhere people turn for news entertainment and socialconnectedness We asked individuals how they wouldfeel about following PCTV on social media accountshow ofen they would like to see posts what kind ofposts they would like to see and what platforms ofsocial media they would use to connect with PCTV on
7-CC(6)(S We feel like the morning show needs to usesocial media to gain recognition and attract attention
with the younger generations Weekly posts couldbe helpful to inform viewers of the nightlife eventsathletes and other subjects that viewers want to see(Described in earlier section) Posting should not beexcessive but there needs to be a presence
T509)-24 said they would never like to see posts
from PCTV
41 said they would prefer to see monthly posts from PCTV
Te most important posting topics to our sam- ple group were -Gear and product updates
-Memesquotes -Do it yourself projects -Pro 1047297les of Olympic Athletes
79 of those surveyed do not currently follow
PCTV on social media platforms
9-)amp $6)
Park Cityrsquos Main Street is so popular becauseof the hometown feel and amazing businesses Weasked respondents what they wanted to hear about onPCTVrsquos morning show and many said they wanted theshow to be more connected to the happenings of thecity Giving information about events on Main Streetand the nightlife in the surrounding area would makethe show informative and fun
7-CC(6)(SPeople want to see whatrsquos going on close by
them We suggest that PCTV focus on the nightlifeand local events of Park City to give the show a moreuni1047297ed view Local businesses would also respond wellBlending entertainment and information about localevents would be a great addition to the show
T509)-SldquoFestival street interviews meet prounding night life or artsrdquo
ldquoA quick recap on news so that I cconnected to the world as I go o ff but always ending with something
so that I donrsquot go to work depresse
61 percent of the respondents ran porting on nightlife as ldquovery impowhen asked ldquoHow important wousee each of the following topics in TV social media postsrdquo
$)( 92 Wgt( X 8ampE
Cooking shows are incredibly popular in theUS because people love DIY activities especially whenthey involve food Most morning shows involve somesort of cooking segment to help wake people up in themorning and get them on their feet Many millennialscare about health and cooking shows can help peo-ple experiment and try healthy recipes and start theirmorning right
7-CC(6)(People want to see cooking segments while
watching a morning show Tey want to see seg-ments that involve cooking with in-season fruits and vegetables or items that most people already have intheir fridge For this segment it may be fun to havekid-friendly dishes or guest cooks It will be importantto have an overhead camera for this segment but it
would really be worth it
T509)-SldquoCooking or comedic entertainment
Ellenrdquo
ldquoIt would be funny talk about makeabout being a mom and talk about fand talk about cookingrdquo
5 percent of respondents put ldquootherrdquosponding to the question ldquoWhich of ing is the most important thing for yin a morning showrdquo Cooking was lildquootherrdquo comments
ldquoCooking morerdquo was emphasized in
tion ldquoWhat additional elements if a you like to see on Park City TVrdquo
When asked ldquoWhat are your favoriof Park City TVrdquo a few respondentldquocooking and sports segmentsrdquo
ML(07-D0B
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1423
A
Te reason people do anything like watch amorning show is by the way that activity makes themfeel So we wanted to know what kind of morningshow feel respondents would want We asked questionsabout what they would like to see in a morning showand which morning shows they already watch to giveus a better idea of the direction PCTVrsquos morning showshould take
7-CC(6)(S Like mentioned in our previous sectionshumor and sof news is what the people want to seeWhat they donrsquot want to see are the dry hosts that arecurrently on PCTVrsquos morning show To get new orrevamp the current hosts would greatly help the PCTVmorning show Also we would recommend some addi-tional outdoor footage and modern sets and graphicsPeople are more likely to watch a morning show ifthey feel that the morning show is keeping up with thetimes and current trends
T509)-26 said they did not enjoy the hosts on ParkCity TV
56 said they watch other morning shows in-stead of Park City TV
47 said they would watch Park City TV if
there were more outdoors footage
When asked what additional elements respon-dents would like to see on Park City TV onerespondent said ldquoSlicker Production Elements-Better graphics for weather lighting and setsrdquo
Hamp E $2(( 98
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1523
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amp8+4(A gt39397)F5)amp 75amp
8102019 Comms 318 Mountain Morning Show Book
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O
8102019 Comms 318 Mountain Morning Show Book
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8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1823
lt
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1923
A
$-( B(0 9amp3C D(3
=gt2gt
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 of the newest ways that organizations communicate with consumers Social media allowsorganizations to hold a continual conversation with consumers through the sharing of informa-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 satisfy their needs Park City Television already has social media accounts on Facebook Twitter and Ins-tagram Tese accounts are used fairly frequently Tere is an average of two or three posts oneach of these accounts every day Te content of these posts ranges from information about
f d l f k h ff f k d h l h h bl f h d h f d l
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2023
J
9-)amp $6) =DCY)(
PCTVrsquos current social media posting frequencyis adequate although survey respondents indicatedthat they would ideally only like to see one post perday on Facebook Currently PCTVrsquos Facebook pagefeatures multiple posts per day which some viewersconsider excessive If viewers do not 1047297nd all of thecontent posted as relevant to them then they will beinclined to unfollow block or hide future posts fromPCTV Content posted on Facebook needs to beengaging and interesting while not exceeding a rea-sonable limit for the number of posts each day Most
viewers responded that they would like to see photosand videos of relevant events celebrities and local con-tent from PCTV Foll owers utilize PCTV as an enter-tainment outlet and not typically a means of obtainingnews or other information Because of this contentshould be focused on entertaining and providingunique content for viewers to share with their friendsonline Many respondents requested more informationabout local events in Park City which is not availablein the larger media outlets Tey also would like to seeinterviews and pictures of athletes sponsored by PCTVAlthough much of this content is currently available onPark City Television there needs to be a more narrowfocus on local e vents
Social media management tools would help to
ensure the consistency of messaging across all of ParkCity Televisionrsquos social media channels Hootsuite al-lows pre-timed messages to be posted during the peaktraffic times for each viewer demographic Utilizing asocial media management would help to increase theeff ectiveness of social media messaging and could helpto monitor the traffic based upon the type of post and
the kind of contentMany of the individuals who responded to an
online survey indicated that they felt Park City Televi-sion had a strong social media presence Many weresatis1047297ed with the current content posted online andwere generally aware of the Mountain Morning ShowViewer 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 1047297rst taping Several responsesrequested on-screen weather information as well as
current news events and sports On-screen giveawaysand opportunities to interact with the cast memberswould increase the viewer interest during the PCTVMorning Show Dedicating 1047297 ve minutes or a portionof the show to live viewer feedback would drive view-ership as well as increase the engagement level of of viewers watching at home or on mobile devices
PCTV also needs to integrate Instagram into
events to pictures of everyday life in Park City For themost part the posts are eff ective in communicating in-formation to followers and allow Park City Televisionto keep followers informed Te Twitter account is es-pecially useful in getting direct feedback from follow-ers and eff ective in giving them individual feedbackPark City Television is eff ectively using its social mediaaccounts to stay connected to followers but there are afew recommendations that we feel would help improvesocial media use in terms of the Mountain MorningShow Park City Televisionrsquos social media strategy is
an eff ective means of keeping viewers engaged whileproviding an online forum where anyone can interactwith the station Te majority of individuals visitingPCTVrsquos social media are interested in the local areaaround Park City UT and want to stay informed aboutthe latest conditions and news in the area Keepingsocial media updated and current is essential to thepublic perception of Park City Television Visitors whoare able to 1047297nd information quickly and easily will bemore likely to return to the site more than one timeTis traffic increases the stationrsquos visibility and is animportant part of individualsrsquo perceptions
their morning show program possibly featuring photosubmission contests or including live updates of roadand weather conditions in the Park City Area If viewers have opportunities to submit content that isaired on the show then they will be engaged in each
program and invite their friends to also tucreates a viral marketing eff ect that over tiincrease the number of viewers watching PTelevision
PZ K2E2C)(-
One of the primary areas Park City Televisionneeds to address is the performance of their websiteCurrently the web page takes too long to load andperforms sluggishly when compared to other similarstation websites Visitors to the site do not want towait for long buff ering periods and low quality perfor-mance Increasing the server performance would helpto retain more visitors from the site who initially visit-ed the web page With this higher performance PCTVcould also feature 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-of-mouth advertising and ulti-mately would be much more eff ective than investing intraditional advertising channels
Te following information provides recom-
mendations for optimizing PCTVrsquos website perfor-mance
9D6S K2 Site speed is important for two main reasonsFirst your end-user experience--end-users are morelikely to return to website with snappy performanceSecond SEO site performance aff ects your rankingwith Google
Issue
No browser cachingSolution
Install caching pluginIssue
Image dimensions not speci1047297ed
SolutionSpecify dimensions in HTML or install plugin to do so
Issue
Media heavySolution Consider use of higher CPU or VPS hosting
9W= 7 Zamp 9 E H 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2123
ltO
9W=S 7)()Zamp SEO stands for search engine optimizationSEO is vital to obtaining a high enough ranking for ap-plicable search terms to generating organic web trafficRight now parkcitytv has low traffic
IssueKeyword consistency SolutionMake sure each indexed keyword is represented inprevalent places in the site like the titles ltH1gt anddescriptions See Graphic for keywords
$Zamp =DCY)(S K2 It is projected that by 2016 more than half ofall internet use will be done on handheld devices suchas tablets and smartphones It is vital for your site toperform well and be easy to navigate on mobile devic-es
IssueTere is no mobile version of this siteSolutionCreate a mobile version
95CC)2G E H(6( Based upon the data collected from onlinesurveys and focus groups wersquove determined that ParkCity Television has a strong social media presence butneeds to integrate these platforms more eff ectively toengage viewers of the morning show program Allow-ing viewers with opportunities to submit photos and videos to be aired live during the show would increase viewership and allow viewers and their friends to feela personal connection to the morning show programViewer data also indicated that PCTV should limittheir Facebook messaging to one or two posts daily
only providing interesting and sharable content thatis relevant to viewer demographics Prize giveawaysand promotional off ers would attract more followersand allow Park City Television to increase their onlinepresence Providing these opportunities would alsocreate ldquobrand loyaltyrdquo and attract individuals to thewebsite on a more consistent basis Finally improvingthe online server performance would help to increaseweb site traffic and improve the online user experienceCurrently visitors to PCTVrsquos website experience slowloading pages and excessive buff ering which detersthem from accessing and sharing content on their ownsocial media networks Web performance needs to beimproved to allow streaming of high-de1047297nition con-tent and a faster browsing experience Tese changes
if implemented will make the most eff
ective morningshow for Park City Television
44 minutes total (x2 for second run)
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2223
lt
$-( EF(+(2Glt+9397 amp-=
REnergetic Funny Wear bright colorsInteraction with social media (by sharing posts videos etc on the air)
4CD8209SBright colors and decorationsInclude outdoor segments (even pre-recorded) interspersed with studio contentPossibly change sets during show for variety
MCC2-)ampS16 minutes total (x2 for second run)More frequent shorter commercial breaks
+)G5
44 minutes total (x2 for second run)
000-130 Introduction to show Overview of dayrsquos content130-300 Local weather amp ski reports (Winter)300-600 Hosts interacting with viewers popular events amp pop culture (YouTubeSoc ial feature600-900 Local Spotlight (Businesses Destinations Shopping etc)900-1030 Uplifing localnational news with a Park City Spin1030-1100 Lead into content following commercial break 1100-1500 Commercial Break 1
1500-1800 Welcome back lead with ldquoFunrdquo section (eg cooking pop culture products)1800-2000 Local weather amp ski reports (Winter)2000-2400 Interview with visitor (cooking segment product overview how-to athlete etc)
2400-2530 Local activities and events coming up in Park City 2530-2600 Lead into content following commercial break 2600-3000 Commercial Break 2
3000-3030 Welcome back lead in to next section off -site (or simply outside)3030-3500 Off -site feature with footage that gets out of the studio3500-3700 Local weather amp ski reports (Winter)3700-4030 Pop culture Highlight online or local videos of outdoor sportsstunts4030-4100 Lead into content following commercial break 4100-4500 Commercial Break 3
4500-4530 Welcome back lead in to next section4530-4700 Submitted content to the show (photos videos etc)4700-4900 Local weather amp ski reports (Winter)4900-5000 Park City activities for later that day
5000-5400 Productgear overview 5400-5500 Invitation for individuals to submit content to the show through social media5500-5600 Signing off and preview of next show5600-6000 Commercial Break 4
P L M 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2323
ltlt
P2L M6
About TODAY (nd) Te Today Show Retrieved from httpwwwtodaycomid29055142nstodaytabout-todayU1iVROZdWEw
De Moras L (2014 March 12) Live And Well Morning Shows Gain Ratings Ground Tanks To Stiff Competition amp Focus On Interactive Programming Deadline Hollywood Retrieved from httpwwwdeadlinecom201403morning-show-ratings-gains-today-good-morning-america-rivals
Guskin E (2010) Network By Te NumbersTe State of the News Media An Annual Report on AmericanJournalism Retrieved from httpstateofhemediaorg2011network-essaydata-page-5
Park City Television (About) (nd) Park City Television Retrieved from httpparkcitytvabout Stetler B(2013 Sept 27) In Ratings War lsquoGMArsquo Beats lsquoTodayrsquo for Full Season Te New York Times Retrievedfrom httpwwwnytimescom20130928businessmediagma-beats-today-over-a-full-seasonhtml
Stetler B (2010 Aug 31) TV News for Early Risers (or Late-to-Bedders) Te New YorkTimes Retrieved fromhttpwwwnytimescom20100901businessmedia01morninghtml
Stetler B (2013 April 18) Waking Up on the Wrong Side of the Ratings War Te New YorkTimes Retrievedfrom httpwwwnytimescom20130421magazinewho-can-save-the-today-showhtml
Taibi C (2014 Jan 28) More People Watching Local Morning Shows In 2013 Study Finds Huffington PostRetrieved from httpwwwhuffingtonpostcom20140128morning-shows-pew-research-center-viewership-audience-local-tv_n_4680813html
Tennant T (nd) Talk Isnrsquot Cheap A Brief History of the Talk Show About Retrieved from httptalkshowsaboutcomodmorningshowspTalkIsntCheaphtmTe Tonight Show With Jay Leno (nd) TVcom Retrieved from
httpwwwtvcomshowsthe-tonight-show-with-jay-lenoTomas L (2009 May 18) Top Five Outdoor TV Shows Yahoo Voices Retrieved from httpvoicesyahoocomtop-1047297 ve-outdoor-tv-shows-3335682htmlcat=47Tucker K (2012 Jul 26) lsquoTe Today Showrsquo lsquoGMArsquo and lsquoCBSTis Morningrsquo Are these the
most complex dramas on network television Entertainment Weekly Retrieved from
httpwatching-tvewcom20120726the-today-show-good-morning-america-cbs-this-morning-robin-robertsUtah (2013) State of Utah Outdoor Recreation Vision Utah Retrieved April 22 2014 from httpwwwutah
govgovernordocsOutdoorRecreationVisionpdf Recode (2014) Millennials Spend More Time Watching TV on Other Devices Recode Retrieved April 24
2014 from httprecodenet20140326teens-twentysomethings-spend-more-time-watching-tv-on-other-screens
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1123
O
amp8+4gt3939=gt2gt
We surveyed 312 individualswho live in the Park City Salt Lake andProvo areasTe survey was initiallydistributed on Main Street in downtownPark City and was then posted on thePark City TV website and was also dis-tributed on social media through Face-book
Four percent of those surveyedsaid they live in Park City proper Workstatus varies with 25 percent who said
they work full-time while 58 percentsaid they work part-time We found that40 percent of these people are marriedand that 68 percent of these people arebetween the ages of 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 for-mat Afer an analysis of all 312 respons-es we identi1047297ed six recurring themesthroughout Te identi1047297ed themes are asfollows with supporting quotes
1 Humor 2 So f News3 Social Media4 Main Street Events amp Nightlife
5 Cookingrecipesdiets 6 Feel of Morning Show
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1223
Respondents reported that in the morning theyare looking for entertaining material that helps themwake up and start their day right Many said they arelooking for 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 feel to Te Ellen DeGeneres ShowTey are looking for entertainment in the morningthat is not too intense or heavy with news and mate-
rial but rather 1047297lled with stories and TV hosts that areable to create an entertaining environment that makespeople laugh Many indicated that clean humor wasimportant to them
95(S Park City TV should consider the importantrole that humor plays in the retention of its viewersSome respondents did note that they feel the show isbland and would prefer hosts who are funny and whocan create an upbeat atmosphere with witty quips Wesuggest reporting on news stories that are either funnyor bizarre that entertain and make people laugh Wesuggest a more succinct mix between reporting newswhile also focusing on how to incorporate humor intothe show One step in this direction could be to bringfun guests on the show who help liven PCTV
T5SldquoI want to see funny clean humor that isclever and energizingrdquo
ldquoA morning show should not focus on worldevents and the sad things going on--pop cul-
ture is better for the morning I want to seesomething light-hearted that eases me intothe dayrdquo
ldquoI want a morning show 1047297lled 1047297lled withstu ff that would make me laugh and smileor just something really upli f ing in gener-alrdquo
ldquoIn the morning I donrsquot want somethingreally complicated or intense I just want towatch something thatrsquos easy to follow but
wittyrdquo
ldquoI want a morning show with humor newsstrange news commentary and fun guestson the showrdquo
ldquoI want to watch something like Ellen Itshould be semi-informative but entertain-ing and funny--but not o ff ensiverdquo
R5C2
U9EV One recurring theme we found was the factthat people want to be informed while watchingmorning shows however they do not watch to watcha morning show that is too intense or heavy and arerather looking for local news stories that are uplifinginspirational and motivatingTey want to watch newsthat helps them feel connected to the community andhelps them feel like they can go out and make a diff er-
ence in the world Some people mentioned that theyfeel the news is 1047297lled with so much pain and tragedyand they want to be informed about the positive thingsthat are happening in the world and about people whoare making a diff erenceTey want to be 1047297lled withhope in the world today
95( Many individuals who responded to whatelements would make up their perfect TV show in-cluded the fact that they are looking for news storiesand current events but really want those news storiesto be mostly uplifing and motivational contentTese viewers 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 TVuses the base mentality ldquois this content uplifing andinspiring to our viewersrdquo as a base for building thecore content of this morning show
T5
ldquoI want to watch something that is educa-tional inspirational and occasionally fun-nyrdquo
ldquoI like humor and upbeat commentatorsI would like to watch something that givesme a general brie 1047297ng of world nationaland even local news Irsquom extremely tired ofmainstream media outlets with a liberal
agenda approach to the news I wto see more upli f ing stories aboutetcTings that the majority the stream America have in commonall of the divisive issues or the isstruly belong to the minorityrdquo
ldquoI want to watch something that toptimistic goals and how to achieI would also love to watch somethworkout programs that would insp
ldquoI would love it if they would shanews stories teach recipes excercdening tips - basically wholesomeand educational - something thathoperdquo
ldquoI want to see something that is up
and energizingrdquo
ldquoI want to see some positive news world Something to motivate you you ready for the dayrdquo
ldquoI want a morning variety show news about good things people aremixed with important news of theand around the country I also wasee weather reports as well as highbreakfast and lunch recipesrdquo
ldquoMy perfect morning show would motivational content to get me extake on the worldrdquo
9E
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1323
lt
Of the 300 individuals survey only 13 percentwatch morning shows While the type of morningshow varied the main morning shows that surveyorswatched were Good Morning America Te TodayShow and KSL 5 Tirty-three percent of surveyorseat breakfast while watching morning shows and 25percent watch while getting ready for the day Whenasked what surveyors found 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
95( We recommend that information made avail-able on Park City TV be made available on mobile de- vices Many people who took the survey reported thatthey want to access information from Park City TV ontheir mobile devices including nightlife activity eventsspecial events information happening in Park City andlocal news Most people reported they do not want toreceive noti1047297cations through social media from Park
City TV but prefer to seek out information on theirown
Participants in the survey reported their favor-ite aspects of morning shows and what they enjoyedseeing on Park City TV was local news Tey are look-ing for uplifing and inspiring stories of people in thecommunity and want to enjoy clean humor and ldquosofrdquonews in the morning Tey are especially interestedin receiving information about local night life of art
events and said their interest in Park City TV wouldgrow if there were less re-runs
9C -CC( 8CSTe type of show they want (funny so f news upli f ing stories)
When they want to hear from PCTV (onlyin mornings (if that) donrsquot want socialmedia sites blown up night events amp eventsoccurring downtown)
$2(( 98
Te world has shifed to an online platformwhere people turn for news entertainment and socialconnectedness We asked individuals how they wouldfeel about following PCTV on social media accountshow ofen they would like to see posts what kind ofposts they would like to see and what platforms ofsocial media they would use to connect with PCTV on
7-CC(6)(S We feel like the morning show needs to usesocial media to gain recognition and attract attention
with the younger generations Weekly posts couldbe helpful to inform viewers of the nightlife eventsathletes and other subjects that viewers want to see(Described in earlier section) Posting should not beexcessive but there needs to be a presence
T509)-24 said they would never like to see posts
from PCTV
41 said they would prefer to see monthly posts from PCTV
Te most important posting topics to our sam- ple group were -Gear and product updates
-Memesquotes -Do it yourself projects -Pro 1047297les of Olympic Athletes
79 of those surveyed do not currently follow
PCTV on social media platforms
9-)amp $6)
Park Cityrsquos Main Street is so popular becauseof the hometown feel and amazing businesses Weasked respondents what they wanted to hear about onPCTVrsquos morning show and many said they wanted theshow to be more connected to the happenings of thecity Giving information about events on Main Streetand the nightlife in the surrounding area would makethe show informative and fun
7-CC(6)(SPeople want to see whatrsquos going on close by
them We suggest that PCTV focus on the nightlifeand local events of Park City to give the show a moreuni1047297ed view Local businesses would also respond wellBlending entertainment and information about localevents would be a great addition to the show
T509)-SldquoFestival street interviews meet prounding night life or artsrdquo
ldquoA quick recap on news so that I cconnected to the world as I go o ff but always ending with something
so that I donrsquot go to work depresse
61 percent of the respondents ran porting on nightlife as ldquovery impowhen asked ldquoHow important wousee each of the following topics in TV social media postsrdquo
$)( 92 Wgt( X 8ampE
Cooking shows are incredibly popular in theUS because people love DIY activities especially whenthey involve food Most morning shows involve somesort of cooking segment to help wake people up in themorning and get them on their feet Many millennialscare about health and cooking shows can help peo-ple experiment and try healthy recipes and start theirmorning right
7-CC(6)(People want to see cooking segments while
watching a morning show Tey want to see seg-ments that involve cooking with in-season fruits and vegetables or items that most people already have intheir fridge For this segment it may be fun to havekid-friendly dishes or guest cooks It will be importantto have an overhead camera for this segment but it
would really be worth it
T509)-SldquoCooking or comedic entertainment
Ellenrdquo
ldquoIt would be funny talk about makeabout being a mom and talk about fand talk about cookingrdquo
5 percent of respondents put ldquootherrdquosponding to the question ldquoWhich of ing is the most important thing for yin a morning showrdquo Cooking was lildquootherrdquo comments
ldquoCooking morerdquo was emphasized in
tion ldquoWhat additional elements if a you like to see on Park City TVrdquo
When asked ldquoWhat are your favoriof Park City TVrdquo a few respondentldquocooking and sports segmentsrdquo
ML(07-D0B
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1423
A
Te reason people do anything like watch amorning show is by the way that activity makes themfeel So we wanted to know what kind of morningshow feel respondents would want We asked questionsabout what they would like to see in a morning showand which morning shows they already watch to giveus a better idea of the direction PCTVrsquos morning showshould take
7-CC(6)(S Like mentioned in our previous sectionshumor and sof news is what the people want to seeWhat they donrsquot want to see are the dry hosts that arecurrently on PCTVrsquos morning show To get new orrevamp the current hosts would greatly help the PCTVmorning show Also we would recommend some addi-tional outdoor footage and modern sets and graphicsPeople are more likely to watch a morning show ifthey feel that the morning show is keeping up with thetimes and current trends
T509)-26 said they did not enjoy the hosts on ParkCity TV
56 said they watch other morning shows in-stead of Park City TV
47 said they would watch Park City TV if
there were more outdoors footage
When asked what additional elements respon-dents would like to see on Park City TV onerespondent said ldquoSlicker Production Elements-Better graphics for weather lighting and setsrdquo
Hamp E $2(( 98
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1523
J
amp8+4(A gt39397)F5)amp 75amp
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1623
O
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1723
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1823
lt
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1923
A
$-( B(0 9amp3C D(3
=gt2gt
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 of the newest ways that organizations communicate with consumers Social media allowsorganizations to hold a continual conversation with consumers through the sharing of informa-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 satisfy their needs Park City Television already has social media accounts on Facebook Twitter and Ins-tagram Tese accounts are used fairly frequently Tere is an average of two or three posts oneach of these accounts every day Te content of these posts ranges from information about
f d l f k h ff f k d h l h h bl f h d h f d l
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2023
J
9-)amp $6) =DCY)(
PCTVrsquos current social media posting frequencyis adequate although survey respondents indicatedthat they would ideally only like to see one post perday on Facebook Currently PCTVrsquos Facebook pagefeatures multiple posts per day which some viewersconsider excessive If viewers do not 1047297nd all of thecontent posted as relevant to them then they will beinclined to unfollow block or hide future posts fromPCTV Content posted on Facebook needs to beengaging and interesting while not exceeding a rea-sonable limit for the number of posts each day Most
viewers responded that they would like to see photosand videos of relevant events celebrities and local con-tent from PCTV Foll owers utilize PCTV as an enter-tainment outlet and not typically a means of obtainingnews or other information Because of this contentshould be focused on entertaining and providingunique content for viewers to share with their friendsonline Many respondents requested more informationabout local events in Park City which is not availablein the larger media outlets Tey also would like to seeinterviews and pictures of athletes sponsored by PCTVAlthough much of this content is currently available onPark City Television there needs to be a more narrowfocus on local e vents
Social media management tools would help to
ensure the consistency of messaging across all of ParkCity Televisionrsquos social media channels Hootsuite al-lows pre-timed messages to be posted during the peaktraffic times for each viewer demographic Utilizing asocial media management would help to increase theeff ectiveness of social media messaging and could helpto monitor the traffic based upon the type of post and
the kind of contentMany of the individuals who responded to an
online survey indicated that they felt Park City Televi-sion had a strong social media presence Many weresatis1047297ed with the current content posted online andwere generally aware of the Mountain Morning ShowViewer 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 1047297rst taping Several responsesrequested on-screen weather information as well as
current news events and sports On-screen giveawaysand opportunities to interact with the cast memberswould increase the viewer interest during the PCTVMorning Show Dedicating 1047297 ve minutes or a portionof the show to live viewer feedback would drive view-ership as well as increase the engagement level of of viewers watching at home or on mobile devices
PCTV also needs to integrate Instagram into
events to pictures of everyday life in Park City For themost part the posts are eff ective in communicating in-formation to followers and allow Park City Televisionto keep followers informed Te Twitter account is es-pecially useful in getting direct feedback from follow-ers and eff ective in giving them individual feedbackPark City Television is eff ectively using its social mediaaccounts to stay connected to followers but there are afew recommendations that we feel would help improvesocial media use in terms of the Mountain MorningShow Park City Televisionrsquos social media strategy is
an eff ective means of keeping viewers engaged whileproviding an online forum where anyone can interactwith the station Te majority of individuals visitingPCTVrsquos social media are interested in the local areaaround Park City UT and want to stay informed aboutthe latest conditions and news in the area Keepingsocial media updated and current is essential to thepublic perception of Park City Television Visitors whoare able to 1047297nd information quickly and easily will bemore likely to return to the site more than one timeTis traffic increases the stationrsquos visibility and is animportant part of individualsrsquo perceptions
their morning show program possibly featuring photosubmission contests or including live updates of roadand weather conditions in the Park City Area If viewers have opportunities to submit content that isaired on the show then they will be engaged in each
program and invite their friends to also tucreates a viral marketing eff ect that over tiincrease the number of viewers watching PTelevision
PZ K2E2C)(-
One of the primary areas Park City Televisionneeds to address is the performance of their websiteCurrently the web page takes too long to load andperforms sluggishly when compared to other similarstation websites Visitors to the site do not want towait for long buff ering periods and low quality perfor-mance Increasing the server performance would helpto retain more visitors from the site who initially visit-ed the web page With this higher performance PCTVcould also feature 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-of-mouth advertising and ulti-mately would be much more eff ective than investing intraditional advertising channels
Te following information provides recom-
mendations for optimizing PCTVrsquos website perfor-mance
9D6S K2 Site speed is important for two main reasonsFirst your end-user experience--end-users are morelikely to return to website with snappy performanceSecond SEO site performance aff ects your rankingwith Google
Issue
No browser cachingSolution
Install caching pluginIssue
Image dimensions not speci1047297ed
SolutionSpecify dimensions in HTML or install plugin to do so
Issue
Media heavySolution Consider use of higher CPU or VPS hosting
9W= 7 Zamp 9 E H 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2123
ltO
9W=S 7)()Zamp SEO stands for search engine optimizationSEO is vital to obtaining a high enough ranking for ap-plicable search terms to generating organic web trafficRight now parkcitytv has low traffic
IssueKeyword consistency SolutionMake sure each indexed keyword is represented inprevalent places in the site like the titles ltH1gt anddescriptions See Graphic for keywords
$Zamp =DCY)(S K2 It is projected that by 2016 more than half ofall internet use will be done on handheld devices suchas tablets and smartphones It is vital for your site toperform well and be easy to navigate on mobile devic-es
IssueTere is no mobile version of this siteSolutionCreate a mobile version
95CC)2G E H(6( Based upon the data collected from onlinesurveys and focus groups wersquove determined that ParkCity Television has a strong social media presence butneeds to integrate these platforms more eff ectively toengage viewers of the morning show program Allow-ing viewers with opportunities to submit photos and videos to be aired live during the show would increase viewership and allow viewers and their friends to feela personal connection to the morning show programViewer data also indicated that PCTV should limittheir Facebook messaging to one or two posts daily
only providing interesting and sharable content thatis relevant to viewer demographics Prize giveawaysand promotional off ers would attract more followersand allow Park City Television to increase their onlinepresence Providing these opportunities would alsocreate ldquobrand loyaltyrdquo and attract individuals to thewebsite on a more consistent basis Finally improvingthe online server performance would help to increaseweb site traffic and improve the online user experienceCurrently visitors to PCTVrsquos website experience slowloading pages and excessive buff ering which detersthem from accessing and sharing content on their ownsocial media networks Web performance needs to beimproved to allow streaming of high-de1047297nition con-tent and a faster browsing experience Tese changes
if implemented will make the most eff
ective morningshow for Park City Television
44 minutes total (x2 for second run)
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2223
lt
$-( EF(+(2Glt+9397 amp-=
REnergetic Funny Wear bright colorsInteraction with social media (by sharing posts videos etc on the air)
4CD8209SBright colors and decorationsInclude outdoor segments (even pre-recorded) interspersed with studio contentPossibly change sets during show for variety
MCC2-)ampS16 minutes total (x2 for second run)More frequent shorter commercial breaks
+)G5
44 minutes total (x2 for second run)
000-130 Introduction to show Overview of dayrsquos content130-300 Local weather amp ski reports (Winter)300-600 Hosts interacting with viewers popular events amp pop culture (YouTubeSoc ial feature600-900 Local Spotlight (Businesses Destinations Shopping etc)900-1030 Uplifing localnational news with a Park City Spin1030-1100 Lead into content following commercial break 1100-1500 Commercial Break 1
1500-1800 Welcome back lead with ldquoFunrdquo section (eg cooking pop culture products)1800-2000 Local weather amp ski reports (Winter)2000-2400 Interview with visitor (cooking segment product overview how-to athlete etc)
2400-2530 Local activities and events coming up in Park City 2530-2600 Lead into content following commercial break 2600-3000 Commercial Break 2
3000-3030 Welcome back lead in to next section off -site (or simply outside)3030-3500 Off -site feature with footage that gets out of the studio3500-3700 Local weather amp ski reports (Winter)3700-4030 Pop culture Highlight online or local videos of outdoor sportsstunts4030-4100 Lead into content following commercial break 4100-4500 Commercial Break 3
4500-4530 Welcome back lead in to next section4530-4700 Submitted content to the show (photos videos etc)4700-4900 Local weather amp ski reports (Winter)4900-5000 Park City activities for later that day
5000-5400 Productgear overview 5400-5500 Invitation for individuals to submit content to the show through social media5500-5600 Signing off and preview of next show5600-6000 Commercial Break 4
P L M 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2323
ltlt
P2L M6
About TODAY (nd) Te Today Show Retrieved from httpwwwtodaycomid29055142nstodaytabout-todayU1iVROZdWEw
De Moras L (2014 March 12) Live And Well Morning Shows Gain Ratings Ground Tanks To Stiff Competition amp Focus On Interactive Programming Deadline Hollywood Retrieved from httpwwwdeadlinecom201403morning-show-ratings-gains-today-good-morning-america-rivals
Guskin E (2010) Network By Te NumbersTe State of the News Media An Annual Report on AmericanJournalism Retrieved from httpstateofhemediaorg2011network-essaydata-page-5
Park City Television (About) (nd) Park City Television Retrieved from httpparkcitytvabout Stetler B(2013 Sept 27) In Ratings War lsquoGMArsquo Beats lsquoTodayrsquo for Full Season Te New York Times Retrievedfrom httpwwwnytimescom20130928businessmediagma-beats-today-over-a-full-seasonhtml
Stetler B (2010 Aug 31) TV News for Early Risers (or Late-to-Bedders) Te New YorkTimes Retrieved fromhttpwwwnytimescom20100901businessmedia01morninghtml
Stetler B (2013 April 18) Waking Up on the Wrong Side of the Ratings War Te New YorkTimes Retrievedfrom httpwwwnytimescom20130421magazinewho-can-save-the-today-showhtml
Taibi C (2014 Jan 28) More People Watching Local Morning Shows In 2013 Study Finds Huffington PostRetrieved from httpwwwhuffingtonpostcom20140128morning-shows-pew-research-center-viewership-audience-local-tv_n_4680813html
Tennant T (nd) Talk Isnrsquot Cheap A Brief History of the Talk Show About Retrieved from httptalkshowsaboutcomodmorningshowspTalkIsntCheaphtmTe Tonight Show With Jay Leno (nd) TVcom Retrieved from
httpwwwtvcomshowsthe-tonight-show-with-jay-lenoTomas L (2009 May 18) Top Five Outdoor TV Shows Yahoo Voices Retrieved from httpvoicesyahoocomtop-1047297 ve-outdoor-tv-shows-3335682htmlcat=47Tucker K (2012 Jul 26) lsquoTe Today Showrsquo lsquoGMArsquo and lsquoCBSTis Morningrsquo Are these the
most complex dramas on network television Entertainment Weekly Retrieved from
httpwatching-tvewcom20120726the-today-show-good-morning-america-cbs-this-morning-robin-robertsUtah (2013) State of Utah Outdoor Recreation Vision Utah Retrieved April 22 2014 from httpwwwutah
govgovernordocsOutdoorRecreationVisionpdf Recode (2014) Millennials Spend More Time Watching TV on Other Devices Recode Retrieved April 24
2014 from httprecodenet20140326teens-twentysomethings-spend-more-time-watching-tv-on-other-screens
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1223
Respondents reported that in the morning theyare looking for entertaining material that helps themwake up and start their day right Many said they arelooking for 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 feel to Te Ellen DeGeneres ShowTey are looking for entertainment in the morningthat is not too intense or heavy with news and mate-
rial but rather 1047297lled with stories and TV hosts that areable to create an entertaining environment that makespeople laugh Many indicated that clean humor wasimportant to them
95(S Park City TV should consider the importantrole that humor plays in the retention of its viewersSome respondents did note that they feel the show isbland and would prefer hosts who are funny and whocan create an upbeat atmosphere with witty quips Wesuggest reporting on news stories that are either funnyor bizarre that entertain and make people laugh Wesuggest a more succinct mix between reporting newswhile also focusing on how to incorporate humor intothe show One step in this direction could be to bringfun guests on the show who help liven PCTV
T5SldquoI want to see funny clean humor that isclever and energizingrdquo
ldquoA morning show should not focus on worldevents and the sad things going on--pop cul-
ture is better for the morning I want to seesomething light-hearted that eases me intothe dayrdquo
ldquoI want a morning show 1047297lled 1047297lled withstu ff that would make me laugh and smileor just something really upli f ing in gener-alrdquo
ldquoIn the morning I donrsquot want somethingreally complicated or intense I just want towatch something thatrsquos easy to follow but
wittyrdquo
ldquoI want a morning show with humor newsstrange news commentary and fun guestson the showrdquo
ldquoI want to watch something like Ellen Itshould be semi-informative but entertain-ing and funny--but not o ff ensiverdquo
R5C2
U9EV One recurring theme we found was the factthat people want to be informed while watchingmorning shows however they do not watch to watcha morning show that is too intense or heavy and arerather looking for local news stories that are uplifinginspirational and motivatingTey want to watch newsthat helps them feel connected to the community andhelps them feel like they can go out and make a diff er-
ence in the world Some people mentioned that theyfeel the news is 1047297lled with so much pain and tragedyand they want to be informed about the positive thingsthat are happening in the world and about people whoare making a diff erenceTey want to be 1047297lled withhope in the world today
95( Many individuals who responded to whatelements would make up their perfect TV show in-cluded the fact that they are looking for news storiesand current events but really want those news storiesto be mostly uplifing and motivational contentTese viewers 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 TVuses the base mentality ldquois this content uplifing andinspiring to our viewersrdquo as a base for building thecore content of this morning show
T5
ldquoI want to watch something that is educa-tional inspirational and occasionally fun-nyrdquo
ldquoI like humor and upbeat commentatorsI would like to watch something that givesme a general brie 1047297ng of world nationaland even local news Irsquom extremely tired ofmainstream media outlets with a liberal
agenda approach to the news I wto see more upli f ing stories aboutetcTings that the majority the stream America have in commonall of the divisive issues or the isstruly belong to the minorityrdquo
ldquoI want to watch something that toptimistic goals and how to achieI would also love to watch somethworkout programs that would insp
ldquoI would love it if they would shanews stories teach recipes excercdening tips - basically wholesomeand educational - something thathoperdquo
ldquoI want to see something that is up
and energizingrdquo
ldquoI want to see some positive news world Something to motivate you you ready for the dayrdquo
ldquoI want a morning variety show news about good things people aremixed with important news of theand around the country I also wasee weather reports as well as highbreakfast and lunch recipesrdquo
ldquoMy perfect morning show would motivational content to get me extake on the worldrdquo
9E
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1323
lt
Of the 300 individuals survey only 13 percentwatch morning shows While the type of morningshow varied the main morning shows that surveyorswatched were Good Morning America Te TodayShow and KSL 5 Tirty-three percent of surveyorseat breakfast while watching morning shows and 25percent watch while getting ready for the day Whenasked what surveyors found 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
95( We recommend that information made avail-able on Park City TV be made available on mobile de- vices Many people who took the survey reported thatthey want to access information from Park City TV ontheir mobile devices including nightlife activity eventsspecial events information happening in Park City andlocal news Most people reported they do not want toreceive noti1047297cations through social media from Park
City TV but prefer to seek out information on theirown
Participants in the survey reported their favor-ite aspects of morning shows and what they enjoyedseeing on Park City TV was local news Tey are look-ing for uplifing and inspiring stories of people in thecommunity and want to enjoy clean humor and ldquosofrdquonews in the morning Tey are especially interestedin receiving information about local night life of art
events and said their interest in Park City TV wouldgrow if there were less re-runs
9C -CC( 8CSTe type of show they want (funny so f news upli f ing stories)
When they want to hear from PCTV (onlyin mornings (if that) donrsquot want socialmedia sites blown up night events amp eventsoccurring downtown)
$2(( 98
Te world has shifed to an online platformwhere people turn for news entertainment and socialconnectedness We asked individuals how they wouldfeel about following PCTV on social media accountshow ofen they would like to see posts what kind ofposts they would like to see and what platforms ofsocial media they would use to connect with PCTV on
7-CC(6)(S We feel like the morning show needs to usesocial media to gain recognition and attract attention
with the younger generations Weekly posts couldbe helpful to inform viewers of the nightlife eventsathletes and other subjects that viewers want to see(Described in earlier section) Posting should not beexcessive but there needs to be a presence
T509)-24 said they would never like to see posts
from PCTV
41 said they would prefer to see monthly posts from PCTV
Te most important posting topics to our sam- ple group were -Gear and product updates
-Memesquotes -Do it yourself projects -Pro 1047297les of Olympic Athletes
79 of those surveyed do not currently follow
PCTV on social media platforms
9-)amp $6)
Park Cityrsquos Main Street is so popular becauseof the hometown feel and amazing businesses Weasked respondents what they wanted to hear about onPCTVrsquos morning show and many said they wanted theshow to be more connected to the happenings of thecity Giving information about events on Main Streetand the nightlife in the surrounding area would makethe show informative and fun
7-CC(6)(SPeople want to see whatrsquos going on close by
them We suggest that PCTV focus on the nightlifeand local events of Park City to give the show a moreuni1047297ed view Local businesses would also respond wellBlending entertainment and information about localevents would be a great addition to the show
T509)-SldquoFestival street interviews meet prounding night life or artsrdquo
ldquoA quick recap on news so that I cconnected to the world as I go o ff but always ending with something
so that I donrsquot go to work depresse
61 percent of the respondents ran porting on nightlife as ldquovery impowhen asked ldquoHow important wousee each of the following topics in TV social media postsrdquo
$)( 92 Wgt( X 8ampE
Cooking shows are incredibly popular in theUS because people love DIY activities especially whenthey involve food Most morning shows involve somesort of cooking segment to help wake people up in themorning and get them on their feet Many millennialscare about health and cooking shows can help peo-ple experiment and try healthy recipes and start theirmorning right
7-CC(6)(People want to see cooking segments while
watching a morning show Tey want to see seg-ments that involve cooking with in-season fruits and vegetables or items that most people already have intheir fridge For this segment it may be fun to havekid-friendly dishes or guest cooks It will be importantto have an overhead camera for this segment but it
would really be worth it
T509)-SldquoCooking or comedic entertainment
Ellenrdquo
ldquoIt would be funny talk about makeabout being a mom and talk about fand talk about cookingrdquo
5 percent of respondents put ldquootherrdquosponding to the question ldquoWhich of ing is the most important thing for yin a morning showrdquo Cooking was lildquootherrdquo comments
ldquoCooking morerdquo was emphasized in
tion ldquoWhat additional elements if a you like to see on Park City TVrdquo
When asked ldquoWhat are your favoriof Park City TVrdquo a few respondentldquocooking and sports segmentsrdquo
ML(07-D0B
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1423
A
Te reason people do anything like watch amorning show is by the way that activity makes themfeel So we wanted to know what kind of morningshow feel respondents would want We asked questionsabout what they would like to see in a morning showand which morning shows they already watch to giveus a better idea of the direction PCTVrsquos morning showshould take
7-CC(6)(S Like mentioned in our previous sectionshumor and sof news is what the people want to seeWhat they donrsquot want to see are the dry hosts that arecurrently on PCTVrsquos morning show To get new orrevamp the current hosts would greatly help the PCTVmorning show Also we would recommend some addi-tional outdoor footage and modern sets and graphicsPeople are more likely to watch a morning show ifthey feel that the morning show is keeping up with thetimes and current trends
T509)-26 said they did not enjoy the hosts on ParkCity TV
56 said they watch other morning shows in-stead of Park City TV
47 said they would watch Park City TV if
there were more outdoors footage
When asked what additional elements respon-dents would like to see on Park City TV onerespondent said ldquoSlicker Production Elements-Better graphics for weather lighting and setsrdquo
Hamp E $2(( 98
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1523
J
amp8+4(A gt39397)F5)amp 75amp
8102019 Comms 318 Mountain Morning Show Book
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O
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1723
8102019 Comms 318 Mountain Morning Show Book
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lt
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1923
A
$-( B(0 9amp3C D(3
=gt2gt
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 of the newest ways that organizations communicate with consumers Social media allowsorganizations to hold a continual conversation with consumers through the sharing of informa-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 satisfy their needs Park City Television already has social media accounts on Facebook Twitter and Ins-tagram Tese accounts are used fairly frequently Tere is an average of two or three posts oneach of these accounts every day Te content of these posts ranges from information about
f d l f k h ff f k d h l h h bl f h d h f d l
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2023
J
9-)amp $6) =DCY)(
PCTVrsquos current social media posting frequencyis adequate although survey respondents indicatedthat they would ideally only like to see one post perday on Facebook Currently PCTVrsquos Facebook pagefeatures multiple posts per day which some viewersconsider excessive If viewers do not 1047297nd all of thecontent posted as relevant to them then they will beinclined to unfollow block or hide future posts fromPCTV Content posted on Facebook needs to beengaging and interesting while not exceeding a rea-sonable limit for the number of posts each day Most
viewers responded that they would like to see photosand videos of relevant events celebrities and local con-tent from PCTV Foll owers utilize PCTV as an enter-tainment outlet and not typically a means of obtainingnews or other information Because of this contentshould be focused on entertaining and providingunique content for viewers to share with their friendsonline Many respondents requested more informationabout local events in Park City which is not availablein the larger media outlets Tey also would like to seeinterviews and pictures of athletes sponsored by PCTVAlthough much of this content is currently available onPark City Television there needs to be a more narrowfocus on local e vents
Social media management tools would help to
ensure the consistency of messaging across all of ParkCity Televisionrsquos social media channels Hootsuite al-lows pre-timed messages to be posted during the peaktraffic times for each viewer demographic Utilizing asocial media management would help to increase theeff ectiveness of social media messaging and could helpto monitor the traffic based upon the type of post and
the kind of contentMany of the individuals who responded to an
online survey indicated that they felt Park City Televi-sion had a strong social media presence Many weresatis1047297ed with the current content posted online andwere generally aware of the Mountain Morning ShowViewer 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 1047297rst taping Several responsesrequested on-screen weather information as well as
current news events and sports On-screen giveawaysand opportunities to interact with the cast memberswould increase the viewer interest during the PCTVMorning Show Dedicating 1047297 ve minutes or a portionof the show to live viewer feedback would drive view-ership as well as increase the engagement level of of viewers watching at home or on mobile devices
PCTV also needs to integrate Instagram into
events to pictures of everyday life in Park City For themost part the posts are eff ective in communicating in-formation to followers and allow Park City Televisionto keep followers informed Te Twitter account is es-pecially useful in getting direct feedback from follow-ers and eff ective in giving them individual feedbackPark City Television is eff ectively using its social mediaaccounts to stay connected to followers but there are afew recommendations that we feel would help improvesocial media use in terms of the Mountain MorningShow Park City Televisionrsquos social media strategy is
an eff ective means of keeping viewers engaged whileproviding an online forum where anyone can interactwith the station Te majority of individuals visitingPCTVrsquos social media are interested in the local areaaround Park City UT and want to stay informed aboutthe latest conditions and news in the area Keepingsocial media updated and current is essential to thepublic perception of Park City Television Visitors whoare able to 1047297nd information quickly and easily will bemore likely to return to the site more than one timeTis traffic increases the stationrsquos visibility and is animportant part of individualsrsquo perceptions
their morning show program possibly featuring photosubmission contests or including live updates of roadand weather conditions in the Park City Area If viewers have opportunities to submit content that isaired on the show then they will be engaged in each
program and invite their friends to also tucreates a viral marketing eff ect that over tiincrease the number of viewers watching PTelevision
PZ K2E2C)(-
One of the primary areas Park City Televisionneeds to address is the performance of their websiteCurrently the web page takes too long to load andperforms sluggishly when compared to other similarstation websites Visitors to the site do not want towait for long buff ering periods and low quality perfor-mance Increasing the server performance would helpto retain more visitors from the site who initially visit-ed the web page With this higher performance PCTVcould also feature 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-of-mouth advertising and ulti-mately would be much more eff ective than investing intraditional advertising channels
Te following information provides recom-
mendations for optimizing PCTVrsquos website perfor-mance
9D6S K2 Site speed is important for two main reasonsFirst your end-user experience--end-users are morelikely to return to website with snappy performanceSecond SEO site performance aff ects your rankingwith Google
Issue
No browser cachingSolution
Install caching pluginIssue
Image dimensions not speci1047297ed
SolutionSpecify dimensions in HTML or install plugin to do so
Issue
Media heavySolution Consider use of higher CPU or VPS hosting
9W= 7 Zamp 9 E H 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2123
ltO
9W=S 7)()Zamp SEO stands for search engine optimizationSEO is vital to obtaining a high enough ranking for ap-plicable search terms to generating organic web trafficRight now parkcitytv has low traffic
IssueKeyword consistency SolutionMake sure each indexed keyword is represented inprevalent places in the site like the titles ltH1gt anddescriptions See Graphic for keywords
$Zamp =DCY)(S K2 It is projected that by 2016 more than half ofall internet use will be done on handheld devices suchas tablets and smartphones It is vital for your site toperform well and be easy to navigate on mobile devic-es
IssueTere is no mobile version of this siteSolutionCreate a mobile version
95CC)2G E H(6( Based upon the data collected from onlinesurveys and focus groups wersquove determined that ParkCity Television has a strong social media presence butneeds to integrate these platforms more eff ectively toengage viewers of the morning show program Allow-ing viewers with opportunities to submit photos and videos to be aired live during the show would increase viewership and allow viewers and their friends to feela personal connection to the morning show programViewer data also indicated that PCTV should limittheir Facebook messaging to one or two posts daily
only providing interesting and sharable content thatis relevant to viewer demographics Prize giveawaysand promotional off ers would attract more followersand allow Park City Television to increase their onlinepresence Providing these opportunities would alsocreate ldquobrand loyaltyrdquo and attract individuals to thewebsite on a more consistent basis Finally improvingthe online server performance would help to increaseweb site traffic and improve the online user experienceCurrently visitors to PCTVrsquos website experience slowloading pages and excessive buff ering which detersthem from accessing and sharing content on their ownsocial media networks Web performance needs to beimproved to allow streaming of high-de1047297nition con-tent and a faster browsing experience Tese changes
if implemented will make the most eff
ective morningshow for Park City Television
44 minutes total (x2 for second run)
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2223
lt
$-( EF(+(2Glt+9397 amp-=
REnergetic Funny Wear bright colorsInteraction with social media (by sharing posts videos etc on the air)
4CD8209SBright colors and decorationsInclude outdoor segments (even pre-recorded) interspersed with studio contentPossibly change sets during show for variety
MCC2-)ampS16 minutes total (x2 for second run)More frequent shorter commercial breaks
+)G5
44 minutes total (x2 for second run)
000-130 Introduction to show Overview of dayrsquos content130-300 Local weather amp ski reports (Winter)300-600 Hosts interacting with viewers popular events amp pop culture (YouTubeSoc ial feature600-900 Local Spotlight (Businesses Destinations Shopping etc)900-1030 Uplifing localnational news with a Park City Spin1030-1100 Lead into content following commercial break 1100-1500 Commercial Break 1
1500-1800 Welcome back lead with ldquoFunrdquo section (eg cooking pop culture products)1800-2000 Local weather amp ski reports (Winter)2000-2400 Interview with visitor (cooking segment product overview how-to athlete etc)
2400-2530 Local activities and events coming up in Park City 2530-2600 Lead into content following commercial break 2600-3000 Commercial Break 2
3000-3030 Welcome back lead in to next section off -site (or simply outside)3030-3500 Off -site feature with footage that gets out of the studio3500-3700 Local weather amp ski reports (Winter)3700-4030 Pop culture Highlight online or local videos of outdoor sportsstunts4030-4100 Lead into content following commercial break 4100-4500 Commercial Break 3
4500-4530 Welcome back lead in to next section4530-4700 Submitted content to the show (photos videos etc)4700-4900 Local weather amp ski reports (Winter)4900-5000 Park City activities for later that day
5000-5400 Productgear overview 5400-5500 Invitation for individuals to submit content to the show through social media5500-5600 Signing off and preview of next show5600-6000 Commercial Break 4
P L M 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2323
ltlt
P2L M6
About TODAY (nd) Te Today Show Retrieved from httpwwwtodaycomid29055142nstodaytabout-todayU1iVROZdWEw
De Moras L (2014 March 12) Live And Well Morning Shows Gain Ratings Ground Tanks To Stiff Competition amp Focus On Interactive Programming Deadline Hollywood Retrieved from httpwwwdeadlinecom201403morning-show-ratings-gains-today-good-morning-america-rivals
Guskin E (2010) Network By Te NumbersTe State of the News Media An Annual Report on AmericanJournalism Retrieved from httpstateofhemediaorg2011network-essaydata-page-5
Park City Television (About) (nd) Park City Television Retrieved from httpparkcitytvabout Stetler B(2013 Sept 27) In Ratings War lsquoGMArsquo Beats lsquoTodayrsquo for Full Season Te New York Times Retrievedfrom httpwwwnytimescom20130928businessmediagma-beats-today-over-a-full-seasonhtml
Stetler B (2010 Aug 31) TV News for Early Risers (or Late-to-Bedders) Te New YorkTimes Retrieved fromhttpwwwnytimescom20100901businessmedia01morninghtml
Stetler B (2013 April 18) Waking Up on the Wrong Side of the Ratings War Te New YorkTimes Retrievedfrom httpwwwnytimescom20130421magazinewho-can-save-the-today-showhtml
Taibi C (2014 Jan 28) More People Watching Local Morning Shows In 2013 Study Finds Huffington PostRetrieved from httpwwwhuffingtonpostcom20140128morning-shows-pew-research-center-viewership-audience-local-tv_n_4680813html
Tennant T (nd) Talk Isnrsquot Cheap A Brief History of the Talk Show About Retrieved from httptalkshowsaboutcomodmorningshowspTalkIsntCheaphtmTe Tonight Show With Jay Leno (nd) TVcom Retrieved from
httpwwwtvcomshowsthe-tonight-show-with-jay-lenoTomas L (2009 May 18) Top Five Outdoor TV Shows Yahoo Voices Retrieved from httpvoicesyahoocomtop-1047297 ve-outdoor-tv-shows-3335682htmlcat=47Tucker K (2012 Jul 26) lsquoTe Today Showrsquo lsquoGMArsquo and lsquoCBSTis Morningrsquo Are these the
most complex dramas on network television Entertainment Weekly Retrieved from
httpwatching-tvewcom20120726the-today-show-good-morning-america-cbs-this-morning-robin-robertsUtah (2013) State of Utah Outdoor Recreation Vision Utah Retrieved April 22 2014 from httpwwwutah
govgovernordocsOutdoorRecreationVisionpdf Recode (2014) Millennials Spend More Time Watching TV on Other Devices Recode Retrieved April 24
2014 from httprecodenet20140326teens-twentysomethings-spend-more-time-watching-tv-on-other-screens
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1323
lt
Of the 300 individuals survey only 13 percentwatch morning shows While the type of morningshow varied the main morning shows that surveyorswatched were Good Morning America Te TodayShow and KSL 5 Tirty-three percent of surveyorseat breakfast while watching morning shows and 25percent watch while getting ready for the day Whenasked what surveyors found 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
95( We recommend that information made avail-able on Park City TV be made available on mobile de- vices Many people who took the survey reported thatthey want to access information from Park City TV ontheir mobile devices including nightlife activity eventsspecial events information happening in Park City andlocal news Most people reported they do not want toreceive noti1047297cations through social media from Park
City TV but prefer to seek out information on theirown
Participants in the survey reported their favor-ite aspects of morning shows and what they enjoyedseeing on Park City TV was local news Tey are look-ing for uplifing and inspiring stories of people in thecommunity and want to enjoy clean humor and ldquosofrdquonews in the morning Tey are especially interestedin receiving information about local night life of art
events and said their interest in Park City TV wouldgrow if there were less re-runs
9C -CC( 8CSTe type of show they want (funny so f news upli f ing stories)
When they want to hear from PCTV (onlyin mornings (if that) donrsquot want socialmedia sites blown up night events amp eventsoccurring downtown)
$2(( 98
Te world has shifed to an online platformwhere people turn for news entertainment and socialconnectedness We asked individuals how they wouldfeel about following PCTV on social media accountshow ofen they would like to see posts what kind ofposts they would like to see and what platforms ofsocial media they would use to connect with PCTV on
7-CC(6)(S We feel like the morning show needs to usesocial media to gain recognition and attract attention
with the younger generations Weekly posts couldbe helpful to inform viewers of the nightlife eventsathletes and other subjects that viewers want to see(Described in earlier section) Posting should not beexcessive but there needs to be a presence
T509)-24 said they would never like to see posts
from PCTV
41 said they would prefer to see monthly posts from PCTV
Te most important posting topics to our sam- ple group were -Gear and product updates
-Memesquotes -Do it yourself projects -Pro 1047297les of Olympic Athletes
79 of those surveyed do not currently follow
PCTV on social media platforms
9-)amp $6)
Park Cityrsquos Main Street is so popular becauseof the hometown feel and amazing businesses Weasked respondents what they wanted to hear about onPCTVrsquos morning show and many said they wanted theshow to be more connected to the happenings of thecity Giving information about events on Main Streetand the nightlife in the surrounding area would makethe show informative and fun
7-CC(6)(SPeople want to see whatrsquos going on close by
them We suggest that PCTV focus on the nightlifeand local events of Park City to give the show a moreuni1047297ed view Local businesses would also respond wellBlending entertainment and information about localevents would be a great addition to the show
T509)-SldquoFestival street interviews meet prounding night life or artsrdquo
ldquoA quick recap on news so that I cconnected to the world as I go o ff but always ending with something
so that I donrsquot go to work depresse
61 percent of the respondents ran porting on nightlife as ldquovery impowhen asked ldquoHow important wousee each of the following topics in TV social media postsrdquo
$)( 92 Wgt( X 8ampE
Cooking shows are incredibly popular in theUS because people love DIY activities especially whenthey involve food Most morning shows involve somesort of cooking segment to help wake people up in themorning and get them on their feet Many millennialscare about health and cooking shows can help peo-ple experiment and try healthy recipes and start theirmorning right
7-CC(6)(People want to see cooking segments while
watching a morning show Tey want to see seg-ments that involve cooking with in-season fruits and vegetables or items that most people already have intheir fridge For this segment it may be fun to havekid-friendly dishes or guest cooks It will be importantto have an overhead camera for this segment but it
would really be worth it
T509)-SldquoCooking or comedic entertainment
Ellenrdquo
ldquoIt would be funny talk about makeabout being a mom and talk about fand talk about cookingrdquo
5 percent of respondents put ldquootherrdquosponding to the question ldquoWhich of ing is the most important thing for yin a morning showrdquo Cooking was lildquootherrdquo comments
ldquoCooking morerdquo was emphasized in
tion ldquoWhat additional elements if a you like to see on Park City TVrdquo
When asked ldquoWhat are your favoriof Park City TVrdquo a few respondentldquocooking and sports segmentsrdquo
ML(07-D0B
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1423
A
Te reason people do anything like watch amorning show is by the way that activity makes themfeel So we wanted to know what kind of morningshow feel respondents would want We asked questionsabout what they would like to see in a morning showand which morning shows they already watch to giveus a better idea of the direction PCTVrsquos morning showshould take
7-CC(6)(S Like mentioned in our previous sectionshumor and sof news is what the people want to seeWhat they donrsquot want to see are the dry hosts that arecurrently on PCTVrsquos morning show To get new orrevamp the current hosts would greatly help the PCTVmorning show Also we would recommend some addi-tional outdoor footage and modern sets and graphicsPeople are more likely to watch a morning show ifthey feel that the morning show is keeping up with thetimes and current trends
T509)-26 said they did not enjoy the hosts on ParkCity TV
56 said they watch other morning shows in-stead of Park City TV
47 said they would watch Park City TV if
there were more outdoors footage
When asked what additional elements respon-dents would like to see on Park City TV onerespondent said ldquoSlicker Production Elements-Better graphics for weather lighting and setsrdquo
Hamp E $2(( 98
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1523
J
amp8+4(A gt39397)F5)amp 75amp
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1623
O
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1723
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1823
lt
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1923
A
$-( B(0 9amp3C D(3
=gt2gt
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 of the newest ways that organizations communicate with consumers Social media allowsorganizations to hold a continual conversation with consumers through the sharing of informa-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 satisfy their needs Park City Television already has social media accounts on Facebook Twitter and Ins-tagram Tese accounts are used fairly frequently Tere is an average of two or three posts oneach of these accounts every day Te content of these posts ranges from information about
f d l f k h ff f k d h l h h bl f h d h f d l
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2023
J
9-)amp $6) =DCY)(
PCTVrsquos current social media posting frequencyis adequate although survey respondents indicatedthat they would ideally only like to see one post perday on Facebook Currently PCTVrsquos Facebook pagefeatures multiple posts per day which some viewersconsider excessive If viewers do not 1047297nd all of thecontent posted as relevant to them then they will beinclined to unfollow block or hide future posts fromPCTV Content posted on Facebook needs to beengaging and interesting while not exceeding a rea-sonable limit for the number of posts each day Most
viewers responded that they would like to see photosand videos of relevant events celebrities and local con-tent from PCTV Foll owers utilize PCTV as an enter-tainment outlet and not typically a means of obtainingnews or other information Because of this contentshould be focused on entertaining and providingunique content for viewers to share with their friendsonline Many respondents requested more informationabout local events in Park City which is not availablein the larger media outlets Tey also would like to seeinterviews and pictures of athletes sponsored by PCTVAlthough much of this content is currently available onPark City Television there needs to be a more narrowfocus on local e vents
Social media management tools would help to
ensure the consistency of messaging across all of ParkCity Televisionrsquos social media channels Hootsuite al-lows pre-timed messages to be posted during the peaktraffic times for each viewer demographic Utilizing asocial media management would help to increase theeff ectiveness of social media messaging and could helpto monitor the traffic based upon the type of post and
the kind of contentMany of the individuals who responded to an
online survey indicated that they felt Park City Televi-sion had a strong social media presence Many weresatis1047297ed with the current content posted online andwere generally aware of the Mountain Morning ShowViewer 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 1047297rst taping Several responsesrequested on-screen weather information as well as
current news events and sports On-screen giveawaysand opportunities to interact with the cast memberswould increase the viewer interest during the PCTVMorning Show Dedicating 1047297 ve minutes or a portionof the show to live viewer feedback would drive view-ership as well as increase the engagement level of of viewers watching at home or on mobile devices
PCTV also needs to integrate Instagram into
events to pictures of everyday life in Park City For themost part the posts are eff ective in communicating in-formation to followers and allow Park City Televisionto keep followers informed Te Twitter account is es-pecially useful in getting direct feedback from follow-ers and eff ective in giving them individual feedbackPark City Television is eff ectively using its social mediaaccounts to stay connected to followers but there are afew recommendations that we feel would help improvesocial media use in terms of the Mountain MorningShow Park City Televisionrsquos social media strategy is
an eff ective means of keeping viewers engaged whileproviding an online forum where anyone can interactwith the station Te majority of individuals visitingPCTVrsquos social media are interested in the local areaaround Park City UT and want to stay informed aboutthe latest conditions and news in the area Keepingsocial media updated and current is essential to thepublic perception of Park City Television Visitors whoare able to 1047297nd information quickly and easily will bemore likely to return to the site more than one timeTis traffic increases the stationrsquos visibility and is animportant part of individualsrsquo perceptions
their morning show program possibly featuring photosubmission contests or including live updates of roadand weather conditions in the Park City Area If viewers have opportunities to submit content that isaired on the show then they will be engaged in each
program and invite their friends to also tucreates a viral marketing eff ect that over tiincrease the number of viewers watching PTelevision
PZ K2E2C)(-
One of the primary areas Park City Televisionneeds to address is the performance of their websiteCurrently the web page takes too long to load andperforms sluggishly when compared to other similarstation websites Visitors to the site do not want towait for long buff ering periods and low quality perfor-mance Increasing the server performance would helpto retain more visitors from the site who initially visit-ed the web page With this higher performance PCTVcould also feature 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-of-mouth advertising and ulti-mately would be much more eff ective than investing intraditional advertising channels
Te following information provides recom-
mendations for optimizing PCTVrsquos website perfor-mance
9D6S K2 Site speed is important for two main reasonsFirst your end-user experience--end-users are morelikely to return to website with snappy performanceSecond SEO site performance aff ects your rankingwith Google
Issue
No browser cachingSolution
Install caching pluginIssue
Image dimensions not speci1047297ed
SolutionSpecify dimensions in HTML or install plugin to do so
Issue
Media heavySolution Consider use of higher CPU or VPS hosting
9W= 7 Zamp 9 E H 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2123
ltO
9W=S 7)()Zamp SEO stands for search engine optimizationSEO is vital to obtaining a high enough ranking for ap-plicable search terms to generating organic web trafficRight now parkcitytv has low traffic
IssueKeyword consistency SolutionMake sure each indexed keyword is represented inprevalent places in the site like the titles ltH1gt anddescriptions See Graphic for keywords
$Zamp =DCY)(S K2 It is projected that by 2016 more than half ofall internet use will be done on handheld devices suchas tablets and smartphones It is vital for your site toperform well and be easy to navigate on mobile devic-es
IssueTere is no mobile version of this siteSolutionCreate a mobile version
95CC)2G E H(6( Based upon the data collected from onlinesurveys and focus groups wersquove determined that ParkCity Television has a strong social media presence butneeds to integrate these platforms more eff ectively toengage viewers of the morning show program Allow-ing viewers with opportunities to submit photos and videos to be aired live during the show would increase viewership and allow viewers and their friends to feela personal connection to the morning show programViewer data also indicated that PCTV should limittheir Facebook messaging to one or two posts daily
only providing interesting and sharable content thatis relevant to viewer demographics Prize giveawaysand promotional off ers would attract more followersand allow Park City Television to increase their onlinepresence Providing these opportunities would alsocreate ldquobrand loyaltyrdquo and attract individuals to thewebsite on a more consistent basis Finally improvingthe online server performance would help to increaseweb site traffic and improve the online user experienceCurrently visitors to PCTVrsquos website experience slowloading pages and excessive buff ering which detersthem from accessing and sharing content on their ownsocial media networks Web performance needs to beimproved to allow streaming of high-de1047297nition con-tent and a faster browsing experience Tese changes
if implemented will make the most eff
ective morningshow for Park City Television
44 minutes total (x2 for second run)
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2223
lt
$-( EF(+(2Glt+9397 amp-=
REnergetic Funny Wear bright colorsInteraction with social media (by sharing posts videos etc on the air)
4CD8209SBright colors and decorationsInclude outdoor segments (even pre-recorded) interspersed with studio contentPossibly change sets during show for variety
MCC2-)ampS16 minutes total (x2 for second run)More frequent shorter commercial breaks
+)G5
44 minutes total (x2 for second run)
000-130 Introduction to show Overview of dayrsquos content130-300 Local weather amp ski reports (Winter)300-600 Hosts interacting with viewers popular events amp pop culture (YouTubeSoc ial feature600-900 Local Spotlight (Businesses Destinations Shopping etc)900-1030 Uplifing localnational news with a Park City Spin1030-1100 Lead into content following commercial break 1100-1500 Commercial Break 1
1500-1800 Welcome back lead with ldquoFunrdquo section (eg cooking pop culture products)1800-2000 Local weather amp ski reports (Winter)2000-2400 Interview with visitor (cooking segment product overview how-to athlete etc)
2400-2530 Local activities and events coming up in Park City 2530-2600 Lead into content following commercial break 2600-3000 Commercial Break 2
3000-3030 Welcome back lead in to next section off -site (or simply outside)3030-3500 Off -site feature with footage that gets out of the studio3500-3700 Local weather amp ski reports (Winter)3700-4030 Pop culture Highlight online or local videos of outdoor sportsstunts4030-4100 Lead into content following commercial break 4100-4500 Commercial Break 3
4500-4530 Welcome back lead in to next section4530-4700 Submitted content to the show (photos videos etc)4700-4900 Local weather amp ski reports (Winter)4900-5000 Park City activities for later that day
5000-5400 Productgear overview 5400-5500 Invitation for individuals to submit content to the show through social media5500-5600 Signing off and preview of next show5600-6000 Commercial Break 4
P L M 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2323
ltlt
P2L M6
About TODAY (nd) Te Today Show Retrieved from httpwwwtodaycomid29055142nstodaytabout-todayU1iVROZdWEw
De Moras L (2014 March 12) Live And Well Morning Shows Gain Ratings Ground Tanks To Stiff Competition amp Focus On Interactive Programming Deadline Hollywood Retrieved from httpwwwdeadlinecom201403morning-show-ratings-gains-today-good-morning-america-rivals
Guskin E (2010) Network By Te NumbersTe State of the News Media An Annual Report on AmericanJournalism Retrieved from httpstateofhemediaorg2011network-essaydata-page-5
Park City Television (About) (nd) Park City Television Retrieved from httpparkcitytvabout Stetler B(2013 Sept 27) In Ratings War lsquoGMArsquo Beats lsquoTodayrsquo for Full Season Te New York Times Retrievedfrom httpwwwnytimescom20130928businessmediagma-beats-today-over-a-full-seasonhtml
Stetler B (2010 Aug 31) TV News for Early Risers (or Late-to-Bedders) Te New YorkTimes Retrieved fromhttpwwwnytimescom20100901businessmedia01morninghtml
Stetler B (2013 April 18) Waking Up on the Wrong Side of the Ratings War Te New YorkTimes Retrievedfrom httpwwwnytimescom20130421magazinewho-can-save-the-today-showhtml
Taibi C (2014 Jan 28) More People Watching Local Morning Shows In 2013 Study Finds Huffington PostRetrieved from httpwwwhuffingtonpostcom20140128morning-shows-pew-research-center-viewership-audience-local-tv_n_4680813html
Tennant T (nd) Talk Isnrsquot Cheap A Brief History of the Talk Show About Retrieved from httptalkshowsaboutcomodmorningshowspTalkIsntCheaphtmTe Tonight Show With Jay Leno (nd) TVcom Retrieved from
httpwwwtvcomshowsthe-tonight-show-with-jay-lenoTomas L (2009 May 18) Top Five Outdoor TV Shows Yahoo Voices Retrieved from httpvoicesyahoocomtop-1047297 ve-outdoor-tv-shows-3335682htmlcat=47Tucker K (2012 Jul 26) lsquoTe Today Showrsquo lsquoGMArsquo and lsquoCBSTis Morningrsquo Are these the
most complex dramas on network television Entertainment Weekly Retrieved from
httpwatching-tvewcom20120726the-today-show-good-morning-america-cbs-this-morning-robin-robertsUtah (2013) State of Utah Outdoor Recreation Vision Utah Retrieved April 22 2014 from httpwwwutah
govgovernordocsOutdoorRecreationVisionpdf Recode (2014) Millennials Spend More Time Watching TV on Other Devices Recode Retrieved April 24
2014 from httprecodenet20140326teens-twentysomethings-spend-more-time-watching-tv-on-other-screens
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1423
A
Te reason people do anything like watch amorning show is by the way that activity makes themfeel So we wanted to know what kind of morningshow feel respondents would want We asked questionsabout what they would like to see in a morning showand which morning shows they already watch to giveus a better idea of the direction PCTVrsquos morning showshould take
7-CC(6)(S Like mentioned in our previous sectionshumor and sof news is what the people want to seeWhat they donrsquot want to see are the dry hosts that arecurrently on PCTVrsquos morning show To get new orrevamp the current hosts would greatly help the PCTVmorning show Also we would recommend some addi-tional outdoor footage and modern sets and graphicsPeople are more likely to watch a morning show ifthey feel that the morning show is keeping up with thetimes and current trends
T509)-26 said they did not enjoy the hosts on ParkCity TV
56 said they watch other morning shows in-stead of Park City TV
47 said they would watch Park City TV if
there were more outdoors footage
When asked what additional elements respon-dents would like to see on Park City TV onerespondent said ldquoSlicker Production Elements-Better graphics for weather lighting and setsrdquo
Hamp E $2(( 98
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1523
J
amp8+4(A gt39397)F5)amp 75amp
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1623
O
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1723
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1823
lt
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1923
A
$-( B(0 9amp3C D(3
=gt2gt
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 of the newest ways that organizations communicate with consumers Social media allowsorganizations to hold a continual conversation with consumers through the sharing of informa-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 satisfy their needs Park City Television already has social media accounts on Facebook Twitter and Ins-tagram Tese accounts are used fairly frequently Tere is an average of two or three posts oneach of these accounts every day Te content of these posts ranges from information about
f d l f k h ff f k d h l h h bl f h d h f d l
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2023
J
9-)amp $6) =DCY)(
PCTVrsquos current social media posting frequencyis adequate although survey respondents indicatedthat they would ideally only like to see one post perday on Facebook Currently PCTVrsquos Facebook pagefeatures multiple posts per day which some viewersconsider excessive If viewers do not 1047297nd all of thecontent posted as relevant to them then they will beinclined to unfollow block or hide future posts fromPCTV Content posted on Facebook needs to beengaging and interesting while not exceeding a rea-sonable limit for the number of posts each day Most
viewers responded that they would like to see photosand videos of relevant events celebrities and local con-tent from PCTV Foll owers utilize PCTV as an enter-tainment outlet and not typically a means of obtainingnews or other information Because of this contentshould be focused on entertaining and providingunique content for viewers to share with their friendsonline Many respondents requested more informationabout local events in Park City which is not availablein the larger media outlets Tey also would like to seeinterviews and pictures of athletes sponsored by PCTVAlthough much of this content is currently available onPark City Television there needs to be a more narrowfocus on local e vents
Social media management tools would help to
ensure the consistency of messaging across all of ParkCity Televisionrsquos social media channels Hootsuite al-lows pre-timed messages to be posted during the peaktraffic times for each viewer demographic Utilizing asocial media management would help to increase theeff ectiveness of social media messaging and could helpto monitor the traffic based upon the type of post and
the kind of contentMany of the individuals who responded to an
online survey indicated that they felt Park City Televi-sion had a strong social media presence Many weresatis1047297ed with the current content posted online andwere generally aware of the Mountain Morning ShowViewer 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 1047297rst taping Several responsesrequested on-screen weather information as well as
current news events and sports On-screen giveawaysand opportunities to interact with the cast memberswould increase the viewer interest during the PCTVMorning Show Dedicating 1047297 ve minutes or a portionof the show to live viewer feedback would drive view-ership as well as increase the engagement level of of viewers watching at home or on mobile devices
PCTV also needs to integrate Instagram into
events to pictures of everyday life in Park City For themost part the posts are eff ective in communicating in-formation to followers and allow Park City Televisionto keep followers informed Te Twitter account is es-pecially useful in getting direct feedback from follow-ers and eff ective in giving them individual feedbackPark City Television is eff ectively using its social mediaaccounts to stay connected to followers but there are afew recommendations that we feel would help improvesocial media use in terms of the Mountain MorningShow Park City Televisionrsquos social media strategy is
an eff ective means of keeping viewers engaged whileproviding an online forum where anyone can interactwith the station Te majority of individuals visitingPCTVrsquos social media are interested in the local areaaround Park City UT and want to stay informed aboutthe latest conditions and news in the area Keepingsocial media updated and current is essential to thepublic perception of Park City Television Visitors whoare able to 1047297nd information quickly and easily will bemore likely to return to the site more than one timeTis traffic increases the stationrsquos visibility and is animportant part of individualsrsquo perceptions
their morning show program possibly featuring photosubmission contests or including live updates of roadand weather conditions in the Park City Area If viewers have opportunities to submit content that isaired on the show then they will be engaged in each
program and invite their friends to also tucreates a viral marketing eff ect that over tiincrease the number of viewers watching PTelevision
PZ K2E2C)(-
One of the primary areas Park City Televisionneeds to address is the performance of their websiteCurrently the web page takes too long to load andperforms sluggishly when compared to other similarstation websites Visitors to the site do not want towait for long buff ering periods and low quality perfor-mance Increasing the server performance would helpto retain more visitors from the site who initially visit-ed the web page With this higher performance PCTVcould also feature 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-of-mouth advertising and ulti-mately would be much more eff ective than investing intraditional advertising channels
Te following information provides recom-
mendations for optimizing PCTVrsquos website perfor-mance
9D6S K2 Site speed is important for two main reasonsFirst your end-user experience--end-users are morelikely to return to website with snappy performanceSecond SEO site performance aff ects your rankingwith Google
Issue
No browser cachingSolution
Install caching pluginIssue
Image dimensions not speci1047297ed
SolutionSpecify dimensions in HTML or install plugin to do so
Issue
Media heavySolution Consider use of higher CPU or VPS hosting
9W= 7 Zamp 9 E H 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2123
ltO
9W=S 7)()Zamp SEO stands for search engine optimizationSEO is vital to obtaining a high enough ranking for ap-plicable search terms to generating organic web trafficRight now parkcitytv has low traffic
IssueKeyword consistency SolutionMake sure each indexed keyword is represented inprevalent places in the site like the titles ltH1gt anddescriptions See Graphic for keywords
$Zamp =DCY)(S K2 It is projected that by 2016 more than half ofall internet use will be done on handheld devices suchas tablets and smartphones It is vital for your site toperform well and be easy to navigate on mobile devic-es
IssueTere is no mobile version of this siteSolutionCreate a mobile version
95CC)2G E H(6( Based upon the data collected from onlinesurveys and focus groups wersquove determined that ParkCity Television has a strong social media presence butneeds to integrate these platforms more eff ectively toengage viewers of the morning show program Allow-ing viewers with opportunities to submit photos and videos to be aired live during the show would increase viewership and allow viewers and their friends to feela personal connection to the morning show programViewer data also indicated that PCTV should limittheir Facebook messaging to one or two posts daily
only providing interesting and sharable content thatis relevant to viewer demographics Prize giveawaysand promotional off ers would attract more followersand allow Park City Television to increase their onlinepresence Providing these opportunities would alsocreate ldquobrand loyaltyrdquo and attract individuals to thewebsite on a more consistent basis Finally improvingthe online server performance would help to increaseweb site traffic and improve the online user experienceCurrently visitors to PCTVrsquos website experience slowloading pages and excessive buff ering which detersthem from accessing and sharing content on their ownsocial media networks Web performance needs to beimproved to allow streaming of high-de1047297nition con-tent and a faster browsing experience Tese changes
if implemented will make the most eff
ective morningshow for Park City Television
44 minutes total (x2 for second run)
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2223
lt
$-( EF(+(2Glt+9397 amp-=
REnergetic Funny Wear bright colorsInteraction with social media (by sharing posts videos etc on the air)
4CD8209SBright colors and decorationsInclude outdoor segments (even pre-recorded) interspersed with studio contentPossibly change sets during show for variety
MCC2-)ampS16 minutes total (x2 for second run)More frequent shorter commercial breaks
+)G5
44 minutes total (x2 for second run)
000-130 Introduction to show Overview of dayrsquos content130-300 Local weather amp ski reports (Winter)300-600 Hosts interacting with viewers popular events amp pop culture (YouTubeSoc ial feature600-900 Local Spotlight (Businesses Destinations Shopping etc)900-1030 Uplifing localnational news with a Park City Spin1030-1100 Lead into content following commercial break 1100-1500 Commercial Break 1
1500-1800 Welcome back lead with ldquoFunrdquo section (eg cooking pop culture products)1800-2000 Local weather amp ski reports (Winter)2000-2400 Interview with visitor (cooking segment product overview how-to athlete etc)
2400-2530 Local activities and events coming up in Park City 2530-2600 Lead into content following commercial break 2600-3000 Commercial Break 2
3000-3030 Welcome back lead in to next section off -site (or simply outside)3030-3500 Off -site feature with footage that gets out of the studio3500-3700 Local weather amp ski reports (Winter)3700-4030 Pop culture Highlight online or local videos of outdoor sportsstunts4030-4100 Lead into content following commercial break 4100-4500 Commercial Break 3
4500-4530 Welcome back lead in to next section4530-4700 Submitted content to the show (photos videos etc)4700-4900 Local weather amp ski reports (Winter)4900-5000 Park City activities for later that day
5000-5400 Productgear overview 5400-5500 Invitation for individuals to submit content to the show through social media5500-5600 Signing off and preview of next show5600-6000 Commercial Break 4
P L M 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2323
ltlt
P2L M6
About TODAY (nd) Te Today Show Retrieved from httpwwwtodaycomid29055142nstodaytabout-todayU1iVROZdWEw
De Moras L (2014 March 12) Live And Well Morning Shows Gain Ratings Ground Tanks To Stiff Competition amp Focus On Interactive Programming Deadline Hollywood Retrieved from httpwwwdeadlinecom201403morning-show-ratings-gains-today-good-morning-america-rivals
Guskin E (2010) Network By Te NumbersTe State of the News Media An Annual Report on AmericanJournalism Retrieved from httpstateofhemediaorg2011network-essaydata-page-5
Park City Television (About) (nd) Park City Television Retrieved from httpparkcitytvabout Stetler B(2013 Sept 27) In Ratings War lsquoGMArsquo Beats lsquoTodayrsquo for Full Season Te New York Times Retrievedfrom httpwwwnytimescom20130928businessmediagma-beats-today-over-a-full-seasonhtml
Stetler B (2010 Aug 31) TV News for Early Risers (or Late-to-Bedders) Te New YorkTimes Retrieved fromhttpwwwnytimescom20100901businessmedia01morninghtml
Stetler B (2013 April 18) Waking Up on the Wrong Side of the Ratings War Te New YorkTimes Retrievedfrom httpwwwnytimescom20130421magazinewho-can-save-the-today-showhtml
Taibi C (2014 Jan 28) More People Watching Local Morning Shows In 2013 Study Finds Huffington PostRetrieved from httpwwwhuffingtonpostcom20140128morning-shows-pew-research-center-viewership-audience-local-tv_n_4680813html
Tennant T (nd) Talk Isnrsquot Cheap A Brief History of the Talk Show About Retrieved from httptalkshowsaboutcomodmorningshowspTalkIsntCheaphtmTe Tonight Show With Jay Leno (nd) TVcom Retrieved from
httpwwwtvcomshowsthe-tonight-show-with-jay-lenoTomas L (2009 May 18) Top Five Outdoor TV Shows Yahoo Voices Retrieved from httpvoicesyahoocomtop-1047297 ve-outdoor-tv-shows-3335682htmlcat=47Tucker K (2012 Jul 26) lsquoTe Today Showrsquo lsquoGMArsquo and lsquoCBSTis Morningrsquo Are these the
most complex dramas on network television Entertainment Weekly Retrieved from
httpwatching-tvewcom20120726the-today-show-good-morning-america-cbs-this-morning-robin-robertsUtah (2013) State of Utah Outdoor Recreation Vision Utah Retrieved April 22 2014 from httpwwwutah
govgovernordocsOutdoorRecreationVisionpdf Recode (2014) Millennials Spend More Time Watching TV on Other Devices Recode Retrieved April 24
2014 from httprecodenet20140326teens-twentysomethings-spend-more-time-watching-tv-on-other-screens
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1523
J
amp8+4(A gt39397)F5)amp 75amp
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1623
O
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1723
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1823
lt
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1923
A
$-( B(0 9amp3C D(3
=gt2gt
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 of the newest ways that organizations communicate with consumers Social media allowsorganizations to hold a continual conversation with consumers through the sharing of informa-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 satisfy their needs Park City Television already has social media accounts on Facebook Twitter and Ins-tagram Tese accounts are used fairly frequently Tere is an average of two or three posts oneach of these accounts every day Te content of these posts ranges from information about
f d l f k h ff f k d h l h h bl f h d h f d l
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2023
J
9-)amp $6) =DCY)(
PCTVrsquos current social media posting frequencyis adequate although survey respondents indicatedthat they would ideally only like to see one post perday on Facebook Currently PCTVrsquos Facebook pagefeatures multiple posts per day which some viewersconsider excessive If viewers do not 1047297nd all of thecontent posted as relevant to them then they will beinclined to unfollow block or hide future posts fromPCTV Content posted on Facebook needs to beengaging and interesting while not exceeding a rea-sonable limit for the number of posts each day Most
viewers responded that they would like to see photosand videos of relevant events celebrities and local con-tent from PCTV Foll owers utilize PCTV as an enter-tainment outlet and not typically a means of obtainingnews or other information Because of this contentshould be focused on entertaining and providingunique content for viewers to share with their friendsonline Many respondents requested more informationabout local events in Park City which is not availablein the larger media outlets Tey also would like to seeinterviews and pictures of athletes sponsored by PCTVAlthough much of this content is currently available onPark City Television there needs to be a more narrowfocus on local e vents
Social media management tools would help to
ensure the consistency of messaging across all of ParkCity Televisionrsquos social media channels Hootsuite al-lows pre-timed messages to be posted during the peaktraffic times for each viewer demographic Utilizing asocial media management would help to increase theeff ectiveness of social media messaging and could helpto monitor the traffic based upon the type of post and
the kind of contentMany of the individuals who responded to an
online survey indicated that they felt Park City Televi-sion had a strong social media presence Many weresatis1047297ed with the current content posted online andwere generally aware of the Mountain Morning ShowViewer 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 1047297rst taping Several responsesrequested on-screen weather information as well as
current news events and sports On-screen giveawaysand opportunities to interact with the cast memberswould increase the viewer interest during the PCTVMorning Show Dedicating 1047297 ve minutes or a portionof the show to live viewer feedback would drive view-ership as well as increase the engagement level of of viewers watching at home or on mobile devices
PCTV also needs to integrate Instagram into
events to pictures of everyday life in Park City For themost part the posts are eff ective in communicating in-formation to followers and allow Park City Televisionto keep followers informed Te Twitter account is es-pecially useful in getting direct feedback from follow-ers and eff ective in giving them individual feedbackPark City Television is eff ectively using its social mediaaccounts to stay connected to followers but there are afew recommendations that we feel would help improvesocial media use in terms of the Mountain MorningShow Park City Televisionrsquos social media strategy is
an eff ective means of keeping viewers engaged whileproviding an online forum where anyone can interactwith the station Te majority of individuals visitingPCTVrsquos social media are interested in the local areaaround Park City UT and want to stay informed aboutthe latest conditions and news in the area Keepingsocial media updated and current is essential to thepublic perception of Park City Television Visitors whoare able to 1047297nd information quickly and easily will bemore likely to return to the site more than one timeTis traffic increases the stationrsquos visibility and is animportant part of individualsrsquo perceptions
their morning show program possibly featuring photosubmission contests or including live updates of roadand weather conditions in the Park City Area If viewers have opportunities to submit content that isaired on the show then they will be engaged in each
program and invite their friends to also tucreates a viral marketing eff ect that over tiincrease the number of viewers watching PTelevision
PZ K2E2C)(-
One of the primary areas Park City Televisionneeds to address is the performance of their websiteCurrently the web page takes too long to load andperforms sluggishly when compared to other similarstation websites Visitors to the site do not want towait for long buff ering periods and low quality perfor-mance Increasing the server performance would helpto retain more visitors from the site who initially visit-ed the web page With this higher performance PCTVcould also feature 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-of-mouth advertising and ulti-mately would be much more eff ective than investing intraditional advertising channels
Te following information provides recom-
mendations for optimizing PCTVrsquos website perfor-mance
9D6S K2 Site speed is important for two main reasonsFirst your end-user experience--end-users are morelikely to return to website with snappy performanceSecond SEO site performance aff ects your rankingwith Google
Issue
No browser cachingSolution
Install caching pluginIssue
Image dimensions not speci1047297ed
SolutionSpecify dimensions in HTML or install plugin to do so
Issue
Media heavySolution Consider use of higher CPU or VPS hosting
9W= 7 Zamp 9 E H 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2123
ltO
9W=S 7)()Zamp SEO stands for search engine optimizationSEO is vital to obtaining a high enough ranking for ap-plicable search terms to generating organic web trafficRight now parkcitytv has low traffic
IssueKeyword consistency SolutionMake sure each indexed keyword is represented inprevalent places in the site like the titles ltH1gt anddescriptions See Graphic for keywords
$Zamp =DCY)(S K2 It is projected that by 2016 more than half ofall internet use will be done on handheld devices suchas tablets and smartphones It is vital for your site toperform well and be easy to navigate on mobile devic-es
IssueTere is no mobile version of this siteSolutionCreate a mobile version
95CC)2G E H(6( Based upon the data collected from onlinesurveys and focus groups wersquove determined that ParkCity Television has a strong social media presence butneeds to integrate these platforms more eff ectively toengage viewers of the morning show program Allow-ing viewers with opportunities to submit photos and videos to be aired live during the show would increase viewership and allow viewers and their friends to feela personal connection to the morning show programViewer data also indicated that PCTV should limittheir Facebook messaging to one or two posts daily
only providing interesting and sharable content thatis relevant to viewer demographics Prize giveawaysand promotional off ers would attract more followersand allow Park City Television to increase their onlinepresence Providing these opportunities would alsocreate ldquobrand loyaltyrdquo and attract individuals to thewebsite on a more consistent basis Finally improvingthe online server performance would help to increaseweb site traffic and improve the online user experienceCurrently visitors to PCTVrsquos website experience slowloading pages and excessive buff ering which detersthem from accessing and sharing content on their ownsocial media networks Web performance needs to beimproved to allow streaming of high-de1047297nition con-tent and a faster browsing experience Tese changes
if implemented will make the most eff
ective morningshow for Park City Television
44 minutes total (x2 for second run)
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2223
lt
$-( EF(+(2Glt+9397 amp-=
REnergetic Funny Wear bright colorsInteraction with social media (by sharing posts videos etc on the air)
4CD8209SBright colors and decorationsInclude outdoor segments (even pre-recorded) interspersed with studio contentPossibly change sets during show for variety
MCC2-)ampS16 minutes total (x2 for second run)More frequent shorter commercial breaks
+)G5
44 minutes total (x2 for second run)
000-130 Introduction to show Overview of dayrsquos content130-300 Local weather amp ski reports (Winter)300-600 Hosts interacting with viewers popular events amp pop culture (YouTubeSoc ial feature600-900 Local Spotlight (Businesses Destinations Shopping etc)900-1030 Uplifing localnational news with a Park City Spin1030-1100 Lead into content following commercial break 1100-1500 Commercial Break 1
1500-1800 Welcome back lead with ldquoFunrdquo section (eg cooking pop culture products)1800-2000 Local weather amp ski reports (Winter)2000-2400 Interview with visitor (cooking segment product overview how-to athlete etc)
2400-2530 Local activities and events coming up in Park City 2530-2600 Lead into content following commercial break 2600-3000 Commercial Break 2
3000-3030 Welcome back lead in to next section off -site (or simply outside)3030-3500 Off -site feature with footage that gets out of the studio3500-3700 Local weather amp ski reports (Winter)3700-4030 Pop culture Highlight online or local videos of outdoor sportsstunts4030-4100 Lead into content following commercial break 4100-4500 Commercial Break 3
4500-4530 Welcome back lead in to next section4530-4700 Submitted content to the show (photos videos etc)4700-4900 Local weather amp ski reports (Winter)4900-5000 Park City activities for later that day
5000-5400 Productgear overview 5400-5500 Invitation for individuals to submit content to the show through social media5500-5600 Signing off and preview of next show5600-6000 Commercial Break 4
P L M 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2323
ltlt
P2L M6
About TODAY (nd) Te Today Show Retrieved from httpwwwtodaycomid29055142nstodaytabout-todayU1iVROZdWEw
De Moras L (2014 March 12) Live And Well Morning Shows Gain Ratings Ground Tanks To Stiff Competition amp Focus On Interactive Programming Deadline Hollywood Retrieved from httpwwwdeadlinecom201403morning-show-ratings-gains-today-good-morning-america-rivals
Guskin E (2010) Network By Te NumbersTe State of the News Media An Annual Report on AmericanJournalism Retrieved from httpstateofhemediaorg2011network-essaydata-page-5
Park City Television (About) (nd) Park City Television Retrieved from httpparkcitytvabout Stetler B(2013 Sept 27) In Ratings War lsquoGMArsquo Beats lsquoTodayrsquo for Full Season Te New York Times Retrievedfrom httpwwwnytimescom20130928businessmediagma-beats-today-over-a-full-seasonhtml
Stetler B (2010 Aug 31) TV News for Early Risers (or Late-to-Bedders) Te New YorkTimes Retrieved fromhttpwwwnytimescom20100901businessmedia01morninghtml
Stetler B (2013 April 18) Waking Up on the Wrong Side of the Ratings War Te New YorkTimes Retrievedfrom httpwwwnytimescom20130421magazinewho-can-save-the-today-showhtml
Taibi C (2014 Jan 28) More People Watching Local Morning Shows In 2013 Study Finds Huffington PostRetrieved from httpwwwhuffingtonpostcom20140128morning-shows-pew-research-center-viewership-audience-local-tv_n_4680813html
Tennant T (nd) Talk Isnrsquot Cheap A Brief History of the Talk Show About Retrieved from httptalkshowsaboutcomodmorningshowspTalkIsntCheaphtmTe Tonight Show With Jay Leno (nd) TVcom Retrieved from
httpwwwtvcomshowsthe-tonight-show-with-jay-lenoTomas L (2009 May 18) Top Five Outdoor TV Shows Yahoo Voices Retrieved from httpvoicesyahoocomtop-1047297 ve-outdoor-tv-shows-3335682htmlcat=47Tucker K (2012 Jul 26) lsquoTe Today Showrsquo lsquoGMArsquo and lsquoCBSTis Morningrsquo Are these the
most complex dramas on network television Entertainment Weekly Retrieved from
httpwatching-tvewcom20120726the-today-show-good-morning-america-cbs-this-morning-robin-robertsUtah (2013) State of Utah Outdoor Recreation Vision Utah Retrieved April 22 2014 from httpwwwutah
govgovernordocsOutdoorRecreationVisionpdf Recode (2014) Millennials Spend More Time Watching TV on Other Devices Recode Retrieved April 24
2014 from httprecodenet20140326teens-twentysomethings-spend-more-time-watching-tv-on-other-screens
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1623
O
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1723
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1823
lt
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1923
A
$-( B(0 9amp3C D(3
=gt2gt
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 of the newest ways that organizations communicate with consumers Social media allowsorganizations to hold a continual conversation with consumers through the sharing of informa-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 satisfy their needs Park City Television already has social media accounts on Facebook Twitter and Ins-tagram Tese accounts are used fairly frequently Tere is an average of two or three posts oneach of these accounts every day Te content of these posts ranges from information about
f d l f k h ff f k d h l h h bl f h d h f d l
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2023
J
9-)amp $6) =DCY)(
PCTVrsquos current social media posting frequencyis adequate although survey respondents indicatedthat they would ideally only like to see one post perday on Facebook Currently PCTVrsquos Facebook pagefeatures multiple posts per day which some viewersconsider excessive If viewers do not 1047297nd all of thecontent posted as relevant to them then they will beinclined to unfollow block or hide future posts fromPCTV Content posted on Facebook needs to beengaging and interesting while not exceeding a rea-sonable limit for the number of posts each day Most
viewers responded that they would like to see photosand videos of relevant events celebrities and local con-tent from PCTV Foll owers utilize PCTV as an enter-tainment outlet and not typically a means of obtainingnews or other information Because of this contentshould be focused on entertaining and providingunique content for viewers to share with their friendsonline Many respondents requested more informationabout local events in Park City which is not availablein the larger media outlets Tey also would like to seeinterviews and pictures of athletes sponsored by PCTVAlthough much of this content is currently available onPark City Television there needs to be a more narrowfocus on local e vents
Social media management tools would help to
ensure the consistency of messaging across all of ParkCity Televisionrsquos social media channels Hootsuite al-lows pre-timed messages to be posted during the peaktraffic times for each viewer demographic Utilizing asocial media management would help to increase theeff ectiveness of social media messaging and could helpto monitor the traffic based upon the type of post and
the kind of contentMany of the individuals who responded to an
online survey indicated that they felt Park City Televi-sion had a strong social media presence Many weresatis1047297ed with the current content posted online andwere generally aware of the Mountain Morning ShowViewer 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 1047297rst taping Several responsesrequested on-screen weather information as well as
current news events and sports On-screen giveawaysand opportunities to interact with the cast memberswould increase the viewer interest during the PCTVMorning Show Dedicating 1047297 ve minutes or a portionof the show to live viewer feedback would drive view-ership as well as increase the engagement level of of viewers watching at home or on mobile devices
PCTV also needs to integrate Instagram into
events to pictures of everyday life in Park City For themost part the posts are eff ective in communicating in-formation to followers and allow Park City Televisionto keep followers informed Te Twitter account is es-pecially useful in getting direct feedback from follow-ers and eff ective in giving them individual feedbackPark City Television is eff ectively using its social mediaaccounts to stay connected to followers but there are afew recommendations that we feel would help improvesocial media use in terms of the Mountain MorningShow Park City Televisionrsquos social media strategy is
an eff ective means of keeping viewers engaged whileproviding an online forum where anyone can interactwith the station Te majority of individuals visitingPCTVrsquos social media are interested in the local areaaround Park City UT and want to stay informed aboutthe latest conditions and news in the area Keepingsocial media updated and current is essential to thepublic perception of Park City Television Visitors whoare able to 1047297nd information quickly and easily will bemore likely to return to the site more than one timeTis traffic increases the stationrsquos visibility and is animportant part of individualsrsquo perceptions
their morning show program possibly featuring photosubmission contests or including live updates of roadand weather conditions in the Park City Area If viewers have opportunities to submit content that isaired on the show then they will be engaged in each
program and invite their friends to also tucreates a viral marketing eff ect that over tiincrease the number of viewers watching PTelevision
PZ K2E2C)(-
One of the primary areas Park City Televisionneeds to address is the performance of their websiteCurrently the web page takes too long to load andperforms sluggishly when compared to other similarstation websites Visitors to the site do not want towait for long buff ering periods and low quality perfor-mance Increasing the server performance would helpto retain more visitors from the site who initially visit-ed the web page With this higher performance PCTVcould also feature 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-of-mouth advertising and ulti-mately would be much more eff ective than investing intraditional advertising channels
Te following information provides recom-
mendations for optimizing PCTVrsquos website perfor-mance
9D6S K2 Site speed is important for two main reasonsFirst your end-user experience--end-users are morelikely to return to website with snappy performanceSecond SEO site performance aff ects your rankingwith Google
Issue
No browser cachingSolution
Install caching pluginIssue
Image dimensions not speci1047297ed
SolutionSpecify dimensions in HTML or install plugin to do so
Issue
Media heavySolution Consider use of higher CPU or VPS hosting
9W= 7 Zamp 9 E H 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2123
ltO
9W=S 7)()Zamp SEO stands for search engine optimizationSEO is vital to obtaining a high enough ranking for ap-plicable search terms to generating organic web trafficRight now parkcitytv has low traffic
IssueKeyword consistency SolutionMake sure each indexed keyword is represented inprevalent places in the site like the titles ltH1gt anddescriptions See Graphic for keywords
$Zamp =DCY)(S K2 It is projected that by 2016 more than half ofall internet use will be done on handheld devices suchas tablets and smartphones It is vital for your site toperform well and be easy to navigate on mobile devic-es
IssueTere is no mobile version of this siteSolutionCreate a mobile version
95CC)2G E H(6( Based upon the data collected from onlinesurveys and focus groups wersquove determined that ParkCity Television has a strong social media presence butneeds to integrate these platforms more eff ectively toengage viewers of the morning show program Allow-ing viewers with opportunities to submit photos and videos to be aired live during the show would increase viewership and allow viewers and their friends to feela personal connection to the morning show programViewer data also indicated that PCTV should limittheir Facebook messaging to one or two posts daily
only providing interesting and sharable content thatis relevant to viewer demographics Prize giveawaysand promotional off ers would attract more followersand allow Park City Television to increase their onlinepresence Providing these opportunities would alsocreate ldquobrand loyaltyrdquo and attract individuals to thewebsite on a more consistent basis Finally improvingthe online server performance would help to increaseweb site traffic and improve the online user experienceCurrently visitors to PCTVrsquos website experience slowloading pages and excessive buff ering which detersthem from accessing and sharing content on their ownsocial media networks Web performance needs to beimproved to allow streaming of high-de1047297nition con-tent and a faster browsing experience Tese changes
if implemented will make the most eff
ective morningshow for Park City Television
44 minutes total (x2 for second run)
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2223
lt
$-( EF(+(2Glt+9397 amp-=
REnergetic Funny Wear bright colorsInteraction with social media (by sharing posts videos etc on the air)
4CD8209SBright colors and decorationsInclude outdoor segments (even pre-recorded) interspersed with studio contentPossibly change sets during show for variety
MCC2-)ampS16 minutes total (x2 for second run)More frequent shorter commercial breaks
+)G5
44 minutes total (x2 for second run)
000-130 Introduction to show Overview of dayrsquos content130-300 Local weather amp ski reports (Winter)300-600 Hosts interacting with viewers popular events amp pop culture (YouTubeSoc ial feature600-900 Local Spotlight (Businesses Destinations Shopping etc)900-1030 Uplifing localnational news with a Park City Spin1030-1100 Lead into content following commercial break 1100-1500 Commercial Break 1
1500-1800 Welcome back lead with ldquoFunrdquo section (eg cooking pop culture products)1800-2000 Local weather amp ski reports (Winter)2000-2400 Interview with visitor (cooking segment product overview how-to athlete etc)
2400-2530 Local activities and events coming up in Park City 2530-2600 Lead into content following commercial break 2600-3000 Commercial Break 2
3000-3030 Welcome back lead in to next section off -site (or simply outside)3030-3500 Off -site feature with footage that gets out of the studio3500-3700 Local weather amp ski reports (Winter)3700-4030 Pop culture Highlight online or local videos of outdoor sportsstunts4030-4100 Lead into content following commercial break 4100-4500 Commercial Break 3
4500-4530 Welcome back lead in to next section4530-4700 Submitted content to the show (photos videos etc)4700-4900 Local weather amp ski reports (Winter)4900-5000 Park City activities for later that day
5000-5400 Productgear overview 5400-5500 Invitation for individuals to submit content to the show through social media5500-5600 Signing off and preview of next show5600-6000 Commercial Break 4
P L M 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2323
ltlt
P2L M6
About TODAY (nd) Te Today Show Retrieved from httpwwwtodaycomid29055142nstodaytabout-todayU1iVROZdWEw
De Moras L (2014 March 12) Live And Well Morning Shows Gain Ratings Ground Tanks To Stiff Competition amp Focus On Interactive Programming Deadline Hollywood Retrieved from httpwwwdeadlinecom201403morning-show-ratings-gains-today-good-morning-america-rivals
Guskin E (2010) Network By Te NumbersTe State of the News Media An Annual Report on AmericanJournalism Retrieved from httpstateofhemediaorg2011network-essaydata-page-5
Park City Television (About) (nd) Park City Television Retrieved from httpparkcitytvabout Stetler B(2013 Sept 27) In Ratings War lsquoGMArsquo Beats lsquoTodayrsquo for Full Season Te New York Times Retrievedfrom httpwwwnytimescom20130928businessmediagma-beats-today-over-a-full-seasonhtml
Stetler B (2010 Aug 31) TV News for Early Risers (or Late-to-Bedders) Te New YorkTimes Retrieved fromhttpwwwnytimescom20100901businessmedia01morninghtml
Stetler B (2013 April 18) Waking Up on the Wrong Side of the Ratings War Te New YorkTimes Retrievedfrom httpwwwnytimescom20130421magazinewho-can-save-the-today-showhtml
Taibi C (2014 Jan 28) More People Watching Local Morning Shows In 2013 Study Finds Huffington PostRetrieved from httpwwwhuffingtonpostcom20140128morning-shows-pew-research-center-viewership-audience-local-tv_n_4680813html
Tennant T (nd) Talk Isnrsquot Cheap A Brief History of the Talk Show About Retrieved from httptalkshowsaboutcomodmorningshowspTalkIsntCheaphtmTe Tonight Show With Jay Leno (nd) TVcom Retrieved from
httpwwwtvcomshowsthe-tonight-show-with-jay-lenoTomas L (2009 May 18) Top Five Outdoor TV Shows Yahoo Voices Retrieved from httpvoicesyahoocomtop-1047297 ve-outdoor-tv-shows-3335682htmlcat=47Tucker K (2012 Jul 26) lsquoTe Today Showrsquo lsquoGMArsquo and lsquoCBSTis Morningrsquo Are these the
most complex dramas on network television Entertainment Weekly Retrieved from
httpwatching-tvewcom20120726the-today-show-good-morning-america-cbs-this-morning-robin-robertsUtah (2013) State of Utah Outdoor Recreation Vision Utah Retrieved April 22 2014 from httpwwwutah
govgovernordocsOutdoorRecreationVisionpdf Recode (2014) Millennials Spend More Time Watching TV on Other Devices Recode Retrieved April 24
2014 from httprecodenet20140326teens-twentysomethings-spend-more-time-watching-tv-on-other-screens
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1723
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1823
lt
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1923
A
$-( B(0 9amp3C D(3
=gt2gt
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 of the newest ways that organizations communicate with consumers Social media allowsorganizations to hold a continual conversation with consumers through the sharing of informa-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 satisfy their needs Park City Television already has social media accounts on Facebook Twitter and Ins-tagram Tese accounts are used fairly frequently Tere is an average of two or three posts oneach of these accounts every day Te content of these posts ranges from information about
f d l f k h ff f k d h l h h bl f h d h f d l
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2023
J
9-)amp $6) =DCY)(
PCTVrsquos current social media posting frequencyis adequate although survey respondents indicatedthat they would ideally only like to see one post perday on Facebook Currently PCTVrsquos Facebook pagefeatures multiple posts per day which some viewersconsider excessive If viewers do not 1047297nd all of thecontent posted as relevant to them then they will beinclined to unfollow block or hide future posts fromPCTV Content posted on Facebook needs to beengaging and interesting while not exceeding a rea-sonable limit for the number of posts each day Most
viewers responded that they would like to see photosand videos of relevant events celebrities and local con-tent from PCTV Foll owers utilize PCTV as an enter-tainment outlet and not typically a means of obtainingnews or other information Because of this contentshould be focused on entertaining and providingunique content for viewers to share with their friendsonline Many respondents requested more informationabout local events in Park City which is not availablein the larger media outlets Tey also would like to seeinterviews and pictures of athletes sponsored by PCTVAlthough much of this content is currently available onPark City Television there needs to be a more narrowfocus on local e vents
Social media management tools would help to
ensure the consistency of messaging across all of ParkCity Televisionrsquos social media channels Hootsuite al-lows pre-timed messages to be posted during the peaktraffic times for each viewer demographic Utilizing asocial media management would help to increase theeff ectiveness of social media messaging and could helpto monitor the traffic based upon the type of post and
the kind of contentMany of the individuals who responded to an
online survey indicated that they felt Park City Televi-sion had a strong social media presence Many weresatis1047297ed with the current content posted online andwere generally aware of the Mountain Morning ShowViewer 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 1047297rst taping Several responsesrequested on-screen weather information as well as
current news events and sports On-screen giveawaysand opportunities to interact with the cast memberswould increase the viewer interest during the PCTVMorning Show Dedicating 1047297 ve minutes or a portionof the show to live viewer feedback would drive view-ership as well as increase the engagement level of of viewers watching at home or on mobile devices
PCTV also needs to integrate Instagram into
events to pictures of everyday life in Park City For themost part the posts are eff ective in communicating in-formation to followers and allow Park City Televisionto keep followers informed Te Twitter account is es-pecially useful in getting direct feedback from follow-ers and eff ective in giving them individual feedbackPark City Television is eff ectively using its social mediaaccounts to stay connected to followers but there are afew recommendations that we feel would help improvesocial media use in terms of the Mountain MorningShow Park City Televisionrsquos social media strategy is
an eff ective means of keeping viewers engaged whileproviding an online forum where anyone can interactwith the station Te majority of individuals visitingPCTVrsquos social media are interested in the local areaaround Park City UT and want to stay informed aboutthe latest conditions and news in the area Keepingsocial media updated and current is essential to thepublic perception of Park City Television Visitors whoare able to 1047297nd information quickly and easily will bemore likely to return to the site more than one timeTis traffic increases the stationrsquos visibility and is animportant part of individualsrsquo perceptions
their morning show program possibly featuring photosubmission contests or including live updates of roadand weather conditions in the Park City Area If viewers have opportunities to submit content that isaired on the show then they will be engaged in each
program and invite their friends to also tucreates a viral marketing eff ect that over tiincrease the number of viewers watching PTelevision
PZ K2E2C)(-
One of the primary areas Park City Televisionneeds to address is the performance of their websiteCurrently the web page takes too long to load andperforms sluggishly when compared to other similarstation websites Visitors to the site do not want towait for long buff ering periods and low quality perfor-mance Increasing the server performance would helpto retain more visitors from the site who initially visit-ed the web page With this higher performance PCTVcould also feature 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-of-mouth advertising and ulti-mately would be much more eff ective than investing intraditional advertising channels
Te following information provides recom-
mendations for optimizing PCTVrsquos website perfor-mance
9D6S K2 Site speed is important for two main reasonsFirst your end-user experience--end-users are morelikely to return to website with snappy performanceSecond SEO site performance aff ects your rankingwith Google
Issue
No browser cachingSolution
Install caching pluginIssue
Image dimensions not speci1047297ed
SolutionSpecify dimensions in HTML or install plugin to do so
Issue
Media heavySolution Consider use of higher CPU or VPS hosting
9W= 7 Zamp 9 E H 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2123
ltO
9W=S 7)()Zamp SEO stands for search engine optimizationSEO is vital to obtaining a high enough ranking for ap-plicable search terms to generating organic web trafficRight now parkcitytv has low traffic
IssueKeyword consistency SolutionMake sure each indexed keyword is represented inprevalent places in the site like the titles ltH1gt anddescriptions See Graphic for keywords
$Zamp =DCY)(S K2 It is projected that by 2016 more than half ofall internet use will be done on handheld devices suchas tablets and smartphones It is vital for your site toperform well and be easy to navigate on mobile devic-es
IssueTere is no mobile version of this siteSolutionCreate a mobile version
95CC)2G E H(6( Based upon the data collected from onlinesurveys and focus groups wersquove determined that ParkCity Television has a strong social media presence butneeds to integrate these platforms more eff ectively toengage viewers of the morning show program Allow-ing viewers with opportunities to submit photos and videos to be aired live during the show would increase viewership and allow viewers and their friends to feela personal connection to the morning show programViewer data also indicated that PCTV should limittheir Facebook messaging to one or two posts daily
only providing interesting and sharable content thatis relevant to viewer demographics Prize giveawaysand promotional off ers would attract more followersand allow Park City Television to increase their onlinepresence Providing these opportunities would alsocreate ldquobrand loyaltyrdquo and attract individuals to thewebsite on a more consistent basis Finally improvingthe online server performance would help to increaseweb site traffic and improve the online user experienceCurrently visitors to PCTVrsquos website experience slowloading pages and excessive buff ering which detersthem from accessing and sharing content on their ownsocial media networks Web performance needs to beimproved to allow streaming of high-de1047297nition con-tent and a faster browsing experience Tese changes
if implemented will make the most eff
ective morningshow for Park City Television
44 minutes total (x2 for second run)
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2223
lt
$-( EF(+(2Glt+9397 amp-=
REnergetic Funny Wear bright colorsInteraction with social media (by sharing posts videos etc on the air)
4CD8209SBright colors and decorationsInclude outdoor segments (even pre-recorded) interspersed with studio contentPossibly change sets during show for variety
MCC2-)ampS16 minutes total (x2 for second run)More frequent shorter commercial breaks
+)G5
44 minutes total (x2 for second run)
000-130 Introduction to show Overview of dayrsquos content130-300 Local weather amp ski reports (Winter)300-600 Hosts interacting with viewers popular events amp pop culture (YouTubeSoc ial feature600-900 Local Spotlight (Businesses Destinations Shopping etc)900-1030 Uplifing localnational news with a Park City Spin1030-1100 Lead into content following commercial break 1100-1500 Commercial Break 1
1500-1800 Welcome back lead with ldquoFunrdquo section (eg cooking pop culture products)1800-2000 Local weather amp ski reports (Winter)2000-2400 Interview with visitor (cooking segment product overview how-to athlete etc)
2400-2530 Local activities and events coming up in Park City 2530-2600 Lead into content following commercial break 2600-3000 Commercial Break 2
3000-3030 Welcome back lead in to next section off -site (or simply outside)3030-3500 Off -site feature with footage that gets out of the studio3500-3700 Local weather amp ski reports (Winter)3700-4030 Pop culture Highlight online or local videos of outdoor sportsstunts4030-4100 Lead into content following commercial break 4100-4500 Commercial Break 3
4500-4530 Welcome back lead in to next section4530-4700 Submitted content to the show (photos videos etc)4700-4900 Local weather amp ski reports (Winter)4900-5000 Park City activities for later that day
5000-5400 Productgear overview 5400-5500 Invitation for individuals to submit content to the show through social media5500-5600 Signing off and preview of next show5600-6000 Commercial Break 4
P L M 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2323
ltlt
P2L M6
About TODAY (nd) Te Today Show Retrieved from httpwwwtodaycomid29055142nstodaytabout-todayU1iVROZdWEw
De Moras L (2014 March 12) Live And Well Morning Shows Gain Ratings Ground Tanks To Stiff Competition amp Focus On Interactive Programming Deadline Hollywood Retrieved from httpwwwdeadlinecom201403morning-show-ratings-gains-today-good-morning-america-rivals
Guskin E (2010) Network By Te NumbersTe State of the News Media An Annual Report on AmericanJournalism Retrieved from httpstateofhemediaorg2011network-essaydata-page-5
Park City Television (About) (nd) Park City Television Retrieved from httpparkcitytvabout Stetler B(2013 Sept 27) In Ratings War lsquoGMArsquo Beats lsquoTodayrsquo for Full Season Te New York Times Retrievedfrom httpwwwnytimescom20130928businessmediagma-beats-today-over-a-full-seasonhtml
Stetler B (2010 Aug 31) TV News for Early Risers (or Late-to-Bedders) Te New YorkTimes Retrieved fromhttpwwwnytimescom20100901businessmedia01morninghtml
Stetler B (2013 April 18) Waking Up on the Wrong Side of the Ratings War Te New YorkTimes Retrievedfrom httpwwwnytimescom20130421magazinewho-can-save-the-today-showhtml
Taibi C (2014 Jan 28) More People Watching Local Morning Shows In 2013 Study Finds Huffington PostRetrieved from httpwwwhuffingtonpostcom20140128morning-shows-pew-research-center-viewership-audience-local-tv_n_4680813html
Tennant T (nd) Talk Isnrsquot Cheap A Brief History of the Talk Show About Retrieved from httptalkshowsaboutcomodmorningshowspTalkIsntCheaphtmTe Tonight Show With Jay Leno (nd) TVcom Retrieved from
httpwwwtvcomshowsthe-tonight-show-with-jay-lenoTomas L (2009 May 18) Top Five Outdoor TV Shows Yahoo Voices Retrieved from httpvoicesyahoocomtop-1047297 ve-outdoor-tv-shows-3335682htmlcat=47Tucker K (2012 Jul 26) lsquoTe Today Showrsquo lsquoGMArsquo and lsquoCBSTis Morningrsquo Are these the
most complex dramas on network television Entertainment Weekly Retrieved from
httpwatching-tvewcom20120726the-today-show-good-morning-america-cbs-this-morning-robin-robertsUtah (2013) State of Utah Outdoor Recreation Vision Utah Retrieved April 22 2014 from httpwwwutah
govgovernordocsOutdoorRecreationVisionpdf Recode (2014) Millennials Spend More Time Watching TV on Other Devices Recode Retrieved April 24
2014 from httprecodenet20140326teens-twentysomethings-spend-more-time-watching-tv-on-other-screens
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1823
lt
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1923
A
$-( B(0 9amp3C D(3
=gt2gt
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 of the newest ways that organizations communicate with consumers Social media allowsorganizations to hold a continual conversation with consumers through the sharing of informa-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 satisfy their needs Park City Television already has social media accounts on Facebook Twitter and Ins-tagram Tese accounts are used fairly frequently Tere is an average of two or three posts oneach of these accounts every day Te content of these posts ranges from information about
f d l f k h ff f k d h l h h bl f h d h f d l
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2023
J
9-)amp $6) =DCY)(
PCTVrsquos current social media posting frequencyis adequate although survey respondents indicatedthat they would ideally only like to see one post perday on Facebook Currently PCTVrsquos Facebook pagefeatures multiple posts per day which some viewersconsider excessive If viewers do not 1047297nd all of thecontent posted as relevant to them then they will beinclined to unfollow block or hide future posts fromPCTV Content posted on Facebook needs to beengaging and interesting while not exceeding a rea-sonable limit for the number of posts each day Most
viewers responded that they would like to see photosand videos of relevant events celebrities and local con-tent from PCTV Foll owers utilize PCTV as an enter-tainment outlet and not typically a means of obtainingnews or other information Because of this contentshould be focused on entertaining and providingunique content for viewers to share with their friendsonline Many respondents requested more informationabout local events in Park City which is not availablein the larger media outlets Tey also would like to seeinterviews and pictures of athletes sponsored by PCTVAlthough much of this content is currently available onPark City Television there needs to be a more narrowfocus on local e vents
Social media management tools would help to
ensure the consistency of messaging across all of ParkCity Televisionrsquos social media channels Hootsuite al-lows pre-timed messages to be posted during the peaktraffic times for each viewer demographic Utilizing asocial media management would help to increase theeff ectiveness of social media messaging and could helpto monitor the traffic based upon the type of post and
the kind of contentMany of the individuals who responded to an
online survey indicated that they felt Park City Televi-sion had a strong social media presence Many weresatis1047297ed with the current content posted online andwere generally aware of the Mountain Morning ShowViewer 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 1047297rst taping Several responsesrequested on-screen weather information as well as
current news events and sports On-screen giveawaysand opportunities to interact with the cast memberswould increase the viewer interest during the PCTVMorning Show Dedicating 1047297 ve minutes or a portionof the show to live viewer feedback would drive view-ership as well as increase the engagement level of of viewers watching at home or on mobile devices
PCTV also needs to integrate Instagram into
events to pictures of everyday life in Park City For themost part the posts are eff ective in communicating in-formation to followers and allow Park City Televisionto keep followers informed Te Twitter account is es-pecially useful in getting direct feedback from follow-ers and eff ective in giving them individual feedbackPark City Television is eff ectively using its social mediaaccounts to stay connected to followers but there are afew recommendations that we feel would help improvesocial media use in terms of the Mountain MorningShow Park City Televisionrsquos social media strategy is
an eff ective means of keeping viewers engaged whileproviding an online forum where anyone can interactwith the station Te majority of individuals visitingPCTVrsquos social media are interested in the local areaaround Park City UT and want to stay informed aboutthe latest conditions and news in the area Keepingsocial media updated and current is essential to thepublic perception of Park City Television Visitors whoare able to 1047297nd information quickly and easily will bemore likely to return to the site more than one timeTis traffic increases the stationrsquos visibility and is animportant part of individualsrsquo perceptions
their morning show program possibly featuring photosubmission contests or including live updates of roadand weather conditions in the Park City Area If viewers have opportunities to submit content that isaired on the show then they will be engaged in each
program and invite their friends to also tucreates a viral marketing eff ect that over tiincrease the number of viewers watching PTelevision
PZ K2E2C)(-
One of the primary areas Park City Televisionneeds to address is the performance of their websiteCurrently the web page takes too long to load andperforms sluggishly when compared to other similarstation websites Visitors to the site do not want towait for long buff ering periods and low quality perfor-mance Increasing the server performance would helpto retain more visitors from the site who initially visit-ed the web page With this higher performance PCTVcould also feature 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-of-mouth advertising and ulti-mately would be much more eff ective than investing intraditional advertising channels
Te following information provides recom-
mendations for optimizing PCTVrsquos website perfor-mance
9D6S K2 Site speed is important for two main reasonsFirst your end-user experience--end-users are morelikely to return to website with snappy performanceSecond SEO site performance aff ects your rankingwith Google
Issue
No browser cachingSolution
Install caching pluginIssue
Image dimensions not speci1047297ed
SolutionSpecify dimensions in HTML or install plugin to do so
Issue
Media heavySolution Consider use of higher CPU or VPS hosting
9W= 7 Zamp 9 E H 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2123
ltO
9W=S 7)()Zamp SEO stands for search engine optimizationSEO is vital to obtaining a high enough ranking for ap-plicable search terms to generating organic web trafficRight now parkcitytv has low traffic
IssueKeyword consistency SolutionMake sure each indexed keyword is represented inprevalent places in the site like the titles ltH1gt anddescriptions See Graphic for keywords
$Zamp =DCY)(S K2 It is projected that by 2016 more than half ofall internet use will be done on handheld devices suchas tablets and smartphones It is vital for your site toperform well and be easy to navigate on mobile devic-es
IssueTere is no mobile version of this siteSolutionCreate a mobile version
95CC)2G E H(6( Based upon the data collected from onlinesurveys and focus groups wersquove determined that ParkCity Television has a strong social media presence butneeds to integrate these platforms more eff ectively toengage viewers of the morning show program Allow-ing viewers with opportunities to submit photos and videos to be aired live during the show would increase viewership and allow viewers and their friends to feela personal connection to the morning show programViewer data also indicated that PCTV should limittheir Facebook messaging to one or two posts daily
only providing interesting and sharable content thatis relevant to viewer demographics Prize giveawaysand promotional off ers would attract more followersand allow Park City Television to increase their onlinepresence Providing these opportunities would alsocreate ldquobrand loyaltyrdquo and attract individuals to thewebsite on a more consistent basis Finally improvingthe online server performance would help to increaseweb site traffic and improve the online user experienceCurrently visitors to PCTVrsquos website experience slowloading pages and excessive buff ering which detersthem from accessing and sharing content on their ownsocial media networks Web performance needs to beimproved to allow streaming of high-de1047297nition con-tent and a faster browsing experience Tese changes
if implemented will make the most eff
ective morningshow for Park City Television
44 minutes total (x2 for second run)
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2223
lt
$-( EF(+(2Glt+9397 amp-=
REnergetic Funny Wear bright colorsInteraction with social media (by sharing posts videos etc on the air)
4CD8209SBright colors and decorationsInclude outdoor segments (even pre-recorded) interspersed with studio contentPossibly change sets during show for variety
MCC2-)ampS16 minutes total (x2 for second run)More frequent shorter commercial breaks
+)G5
44 minutes total (x2 for second run)
000-130 Introduction to show Overview of dayrsquos content130-300 Local weather amp ski reports (Winter)300-600 Hosts interacting with viewers popular events amp pop culture (YouTubeSoc ial feature600-900 Local Spotlight (Businesses Destinations Shopping etc)900-1030 Uplifing localnational news with a Park City Spin1030-1100 Lead into content following commercial break 1100-1500 Commercial Break 1
1500-1800 Welcome back lead with ldquoFunrdquo section (eg cooking pop culture products)1800-2000 Local weather amp ski reports (Winter)2000-2400 Interview with visitor (cooking segment product overview how-to athlete etc)
2400-2530 Local activities and events coming up in Park City 2530-2600 Lead into content following commercial break 2600-3000 Commercial Break 2
3000-3030 Welcome back lead in to next section off -site (or simply outside)3030-3500 Off -site feature with footage that gets out of the studio3500-3700 Local weather amp ski reports (Winter)3700-4030 Pop culture Highlight online or local videos of outdoor sportsstunts4030-4100 Lead into content following commercial break 4100-4500 Commercial Break 3
4500-4530 Welcome back lead in to next section4530-4700 Submitted content to the show (photos videos etc)4700-4900 Local weather amp ski reports (Winter)4900-5000 Park City activities for later that day
5000-5400 Productgear overview 5400-5500 Invitation for individuals to submit content to the show through social media5500-5600 Signing off and preview of next show5600-6000 Commercial Break 4
P L M 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2323
ltlt
P2L M6
About TODAY (nd) Te Today Show Retrieved from httpwwwtodaycomid29055142nstodaytabout-todayU1iVROZdWEw
De Moras L (2014 March 12) Live And Well Morning Shows Gain Ratings Ground Tanks To Stiff Competition amp Focus On Interactive Programming Deadline Hollywood Retrieved from httpwwwdeadlinecom201403morning-show-ratings-gains-today-good-morning-america-rivals
Guskin E (2010) Network By Te NumbersTe State of the News Media An Annual Report on AmericanJournalism Retrieved from httpstateofhemediaorg2011network-essaydata-page-5
Park City Television (About) (nd) Park City Television Retrieved from httpparkcitytvabout Stetler B(2013 Sept 27) In Ratings War lsquoGMArsquo Beats lsquoTodayrsquo for Full Season Te New York Times Retrievedfrom httpwwwnytimescom20130928businessmediagma-beats-today-over-a-full-seasonhtml
Stetler B (2010 Aug 31) TV News for Early Risers (or Late-to-Bedders) Te New YorkTimes Retrieved fromhttpwwwnytimescom20100901businessmedia01morninghtml
Stetler B (2013 April 18) Waking Up on the Wrong Side of the Ratings War Te New YorkTimes Retrievedfrom httpwwwnytimescom20130421magazinewho-can-save-the-today-showhtml
Taibi C (2014 Jan 28) More People Watching Local Morning Shows In 2013 Study Finds Huffington PostRetrieved from httpwwwhuffingtonpostcom20140128morning-shows-pew-research-center-viewership-audience-local-tv_n_4680813html
Tennant T (nd) Talk Isnrsquot Cheap A Brief History of the Talk Show About Retrieved from httptalkshowsaboutcomodmorningshowspTalkIsntCheaphtmTe Tonight Show With Jay Leno (nd) TVcom Retrieved from
httpwwwtvcomshowsthe-tonight-show-with-jay-lenoTomas L (2009 May 18) Top Five Outdoor TV Shows Yahoo Voices Retrieved from httpvoicesyahoocomtop-1047297 ve-outdoor-tv-shows-3335682htmlcat=47Tucker K (2012 Jul 26) lsquoTe Today Showrsquo lsquoGMArsquo and lsquoCBSTis Morningrsquo Are these the
most complex dramas on network television Entertainment Weekly Retrieved from
httpwatching-tvewcom20120726the-today-show-good-morning-america-cbs-this-morning-robin-robertsUtah (2013) State of Utah Outdoor Recreation Vision Utah Retrieved April 22 2014 from httpwwwutah
govgovernordocsOutdoorRecreationVisionpdf Recode (2014) Millennials Spend More Time Watching TV on Other Devices Recode Retrieved April 24
2014 from httprecodenet20140326teens-twentysomethings-spend-more-time-watching-tv-on-other-screens
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 1923
A
$-( B(0 9amp3C D(3
=gt2gt
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 of the newest ways that organizations communicate with consumers Social media allowsorganizations to hold a continual conversation with consumers through the sharing of informa-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 satisfy their needs Park City Television already has social media accounts on Facebook Twitter and Ins-tagram Tese accounts are used fairly frequently Tere is an average of two or three posts oneach of these accounts every day Te content of these posts ranges from information about
f d l f k h ff f k d h l h h bl f h d h f d l
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2023
J
9-)amp $6) =DCY)(
PCTVrsquos current social media posting frequencyis adequate although survey respondents indicatedthat they would ideally only like to see one post perday on Facebook Currently PCTVrsquos Facebook pagefeatures multiple posts per day which some viewersconsider excessive If viewers do not 1047297nd all of thecontent posted as relevant to them then they will beinclined to unfollow block or hide future posts fromPCTV Content posted on Facebook needs to beengaging and interesting while not exceeding a rea-sonable limit for the number of posts each day Most
viewers responded that they would like to see photosand videos of relevant events celebrities and local con-tent from PCTV Foll owers utilize PCTV as an enter-tainment outlet and not typically a means of obtainingnews or other information Because of this contentshould be focused on entertaining and providingunique content for viewers to share with their friendsonline Many respondents requested more informationabout local events in Park City which is not availablein the larger media outlets Tey also would like to seeinterviews and pictures of athletes sponsored by PCTVAlthough much of this content is currently available onPark City Television there needs to be a more narrowfocus on local e vents
Social media management tools would help to
ensure the consistency of messaging across all of ParkCity Televisionrsquos social media channels Hootsuite al-lows pre-timed messages to be posted during the peaktraffic times for each viewer demographic Utilizing asocial media management would help to increase theeff ectiveness of social media messaging and could helpto monitor the traffic based upon the type of post and
the kind of contentMany of the individuals who responded to an
online survey indicated that they felt Park City Televi-sion had a strong social media presence Many weresatis1047297ed with the current content posted online andwere generally aware of the Mountain Morning ShowViewer 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 1047297rst taping Several responsesrequested on-screen weather information as well as
current news events and sports On-screen giveawaysand opportunities to interact with the cast memberswould increase the viewer interest during the PCTVMorning Show Dedicating 1047297 ve minutes or a portionof the show to live viewer feedback would drive view-ership as well as increase the engagement level of of viewers watching at home or on mobile devices
PCTV also needs to integrate Instagram into
events to pictures of everyday life in Park City For themost part the posts are eff ective in communicating in-formation to followers and allow Park City Televisionto keep followers informed Te Twitter account is es-pecially useful in getting direct feedback from follow-ers and eff ective in giving them individual feedbackPark City Television is eff ectively using its social mediaaccounts to stay connected to followers but there are afew recommendations that we feel would help improvesocial media use in terms of the Mountain MorningShow Park City Televisionrsquos social media strategy is
an eff ective means of keeping viewers engaged whileproviding an online forum where anyone can interactwith the station Te majority of individuals visitingPCTVrsquos social media are interested in the local areaaround Park City UT and want to stay informed aboutthe latest conditions and news in the area Keepingsocial media updated and current is essential to thepublic perception of Park City Television Visitors whoare able to 1047297nd information quickly and easily will bemore likely to return to the site more than one timeTis traffic increases the stationrsquos visibility and is animportant part of individualsrsquo perceptions
their morning show program possibly featuring photosubmission contests or including live updates of roadand weather conditions in the Park City Area If viewers have opportunities to submit content that isaired on the show then they will be engaged in each
program and invite their friends to also tucreates a viral marketing eff ect that over tiincrease the number of viewers watching PTelevision
PZ K2E2C)(-
One of the primary areas Park City Televisionneeds to address is the performance of their websiteCurrently the web page takes too long to load andperforms sluggishly when compared to other similarstation websites Visitors to the site do not want towait for long buff ering periods and low quality perfor-mance Increasing the server performance would helpto retain more visitors from the site who initially visit-ed the web page With this higher performance PCTVcould also feature 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-of-mouth advertising and ulti-mately would be much more eff ective than investing intraditional advertising channels
Te following information provides recom-
mendations for optimizing PCTVrsquos website perfor-mance
9D6S K2 Site speed is important for two main reasonsFirst your end-user experience--end-users are morelikely to return to website with snappy performanceSecond SEO site performance aff ects your rankingwith Google
Issue
No browser cachingSolution
Install caching pluginIssue
Image dimensions not speci1047297ed
SolutionSpecify dimensions in HTML or install plugin to do so
Issue
Media heavySolution Consider use of higher CPU or VPS hosting
9W= 7 Zamp 9 E H 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2123
ltO
9W=S 7)()Zamp SEO stands for search engine optimizationSEO is vital to obtaining a high enough ranking for ap-plicable search terms to generating organic web trafficRight now parkcitytv has low traffic
IssueKeyword consistency SolutionMake sure each indexed keyword is represented inprevalent places in the site like the titles ltH1gt anddescriptions See Graphic for keywords
$Zamp =DCY)(S K2 It is projected that by 2016 more than half ofall internet use will be done on handheld devices suchas tablets and smartphones It is vital for your site toperform well and be easy to navigate on mobile devic-es
IssueTere is no mobile version of this siteSolutionCreate a mobile version
95CC)2G E H(6( Based upon the data collected from onlinesurveys and focus groups wersquove determined that ParkCity Television has a strong social media presence butneeds to integrate these platforms more eff ectively toengage viewers of the morning show program Allow-ing viewers with opportunities to submit photos and videos to be aired live during the show would increase viewership and allow viewers and their friends to feela personal connection to the morning show programViewer data also indicated that PCTV should limittheir Facebook messaging to one or two posts daily
only providing interesting and sharable content thatis relevant to viewer demographics Prize giveawaysand promotional off ers would attract more followersand allow Park City Television to increase their onlinepresence Providing these opportunities would alsocreate ldquobrand loyaltyrdquo and attract individuals to thewebsite on a more consistent basis Finally improvingthe online server performance would help to increaseweb site traffic and improve the online user experienceCurrently visitors to PCTVrsquos website experience slowloading pages and excessive buff ering which detersthem from accessing and sharing content on their ownsocial media networks Web performance needs to beimproved to allow streaming of high-de1047297nition con-tent and a faster browsing experience Tese changes
if implemented will make the most eff
ective morningshow for Park City Television
44 minutes total (x2 for second run)
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2223
lt
$-( EF(+(2Glt+9397 amp-=
REnergetic Funny Wear bright colorsInteraction with social media (by sharing posts videos etc on the air)
4CD8209SBright colors and decorationsInclude outdoor segments (even pre-recorded) interspersed with studio contentPossibly change sets during show for variety
MCC2-)ampS16 minutes total (x2 for second run)More frequent shorter commercial breaks
+)G5
44 minutes total (x2 for second run)
000-130 Introduction to show Overview of dayrsquos content130-300 Local weather amp ski reports (Winter)300-600 Hosts interacting with viewers popular events amp pop culture (YouTubeSoc ial feature600-900 Local Spotlight (Businesses Destinations Shopping etc)900-1030 Uplifing localnational news with a Park City Spin1030-1100 Lead into content following commercial break 1100-1500 Commercial Break 1
1500-1800 Welcome back lead with ldquoFunrdquo section (eg cooking pop culture products)1800-2000 Local weather amp ski reports (Winter)2000-2400 Interview with visitor (cooking segment product overview how-to athlete etc)
2400-2530 Local activities and events coming up in Park City 2530-2600 Lead into content following commercial break 2600-3000 Commercial Break 2
3000-3030 Welcome back lead in to next section off -site (or simply outside)3030-3500 Off -site feature with footage that gets out of the studio3500-3700 Local weather amp ski reports (Winter)3700-4030 Pop culture Highlight online or local videos of outdoor sportsstunts4030-4100 Lead into content following commercial break 4100-4500 Commercial Break 3
4500-4530 Welcome back lead in to next section4530-4700 Submitted content to the show (photos videos etc)4700-4900 Local weather amp ski reports (Winter)4900-5000 Park City activities for later that day
5000-5400 Productgear overview 5400-5500 Invitation for individuals to submit content to the show through social media5500-5600 Signing off and preview of next show5600-6000 Commercial Break 4
P L M 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2323
ltlt
P2L M6
About TODAY (nd) Te Today Show Retrieved from httpwwwtodaycomid29055142nstodaytabout-todayU1iVROZdWEw
De Moras L (2014 March 12) Live And Well Morning Shows Gain Ratings Ground Tanks To Stiff Competition amp Focus On Interactive Programming Deadline Hollywood Retrieved from httpwwwdeadlinecom201403morning-show-ratings-gains-today-good-morning-america-rivals
Guskin E (2010) Network By Te NumbersTe State of the News Media An Annual Report on AmericanJournalism Retrieved from httpstateofhemediaorg2011network-essaydata-page-5
Park City Television (About) (nd) Park City Television Retrieved from httpparkcitytvabout Stetler B(2013 Sept 27) In Ratings War lsquoGMArsquo Beats lsquoTodayrsquo for Full Season Te New York Times Retrievedfrom httpwwwnytimescom20130928businessmediagma-beats-today-over-a-full-seasonhtml
Stetler B (2010 Aug 31) TV News for Early Risers (or Late-to-Bedders) Te New YorkTimes Retrieved fromhttpwwwnytimescom20100901businessmedia01morninghtml
Stetler B (2013 April 18) Waking Up on the Wrong Side of the Ratings War Te New YorkTimes Retrievedfrom httpwwwnytimescom20130421magazinewho-can-save-the-today-showhtml
Taibi C (2014 Jan 28) More People Watching Local Morning Shows In 2013 Study Finds Huffington PostRetrieved from httpwwwhuffingtonpostcom20140128morning-shows-pew-research-center-viewership-audience-local-tv_n_4680813html
Tennant T (nd) Talk Isnrsquot Cheap A Brief History of the Talk Show About Retrieved from httptalkshowsaboutcomodmorningshowspTalkIsntCheaphtmTe Tonight Show With Jay Leno (nd) TVcom Retrieved from
httpwwwtvcomshowsthe-tonight-show-with-jay-lenoTomas L (2009 May 18) Top Five Outdoor TV Shows Yahoo Voices Retrieved from httpvoicesyahoocomtop-1047297 ve-outdoor-tv-shows-3335682htmlcat=47Tucker K (2012 Jul 26) lsquoTe Today Showrsquo lsquoGMArsquo and lsquoCBSTis Morningrsquo Are these the
most complex dramas on network television Entertainment Weekly Retrieved from
httpwatching-tvewcom20120726the-today-show-good-morning-america-cbs-this-morning-robin-robertsUtah (2013) State of Utah Outdoor Recreation Vision Utah Retrieved April 22 2014 from httpwwwutah
govgovernordocsOutdoorRecreationVisionpdf Recode (2014) Millennials Spend More Time Watching TV on Other Devices Recode Retrieved April 24
2014 from httprecodenet20140326teens-twentysomethings-spend-more-time-watching-tv-on-other-screens
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2023
J
9-)amp $6) =DCY)(
PCTVrsquos current social media posting frequencyis adequate although survey respondents indicatedthat they would ideally only like to see one post perday on Facebook Currently PCTVrsquos Facebook pagefeatures multiple posts per day which some viewersconsider excessive If viewers do not 1047297nd all of thecontent posted as relevant to them then they will beinclined to unfollow block or hide future posts fromPCTV Content posted on Facebook needs to beengaging and interesting while not exceeding a rea-sonable limit for the number of posts each day Most
viewers responded that they would like to see photosand videos of relevant events celebrities and local con-tent from PCTV Foll owers utilize PCTV as an enter-tainment outlet and not typically a means of obtainingnews or other information Because of this contentshould be focused on entertaining and providingunique content for viewers to share with their friendsonline Many respondents requested more informationabout local events in Park City which is not availablein the larger media outlets Tey also would like to seeinterviews and pictures of athletes sponsored by PCTVAlthough much of this content is currently available onPark City Television there needs to be a more narrowfocus on local e vents
Social media management tools would help to
ensure the consistency of messaging across all of ParkCity Televisionrsquos social media channels Hootsuite al-lows pre-timed messages to be posted during the peaktraffic times for each viewer demographic Utilizing asocial media management would help to increase theeff ectiveness of social media messaging and could helpto monitor the traffic based upon the type of post and
the kind of contentMany of the individuals who responded to an
online survey indicated that they felt Park City Televi-sion had a strong social media presence Many weresatis1047297ed with the current content posted online andwere generally aware of the Mountain Morning ShowViewer 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 1047297rst taping Several responsesrequested on-screen weather information as well as
current news events and sports On-screen giveawaysand opportunities to interact with the cast memberswould increase the viewer interest during the PCTVMorning Show Dedicating 1047297 ve minutes or a portionof the show to live viewer feedback would drive view-ership as well as increase the engagement level of of viewers watching at home or on mobile devices
PCTV also needs to integrate Instagram into
events to pictures of everyday life in Park City For themost part the posts are eff ective in communicating in-formation to followers and allow Park City Televisionto keep followers informed Te Twitter account is es-pecially useful in getting direct feedback from follow-ers and eff ective in giving them individual feedbackPark City Television is eff ectively using its social mediaaccounts to stay connected to followers but there are afew recommendations that we feel would help improvesocial media use in terms of the Mountain MorningShow Park City Televisionrsquos social media strategy is
an eff ective means of keeping viewers engaged whileproviding an online forum where anyone can interactwith the station Te majority of individuals visitingPCTVrsquos social media are interested in the local areaaround Park City UT and want to stay informed aboutthe latest conditions and news in the area Keepingsocial media updated and current is essential to thepublic perception of Park City Television Visitors whoare able to 1047297nd information quickly and easily will bemore likely to return to the site more than one timeTis traffic increases the stationrsquos visibility and is animportant part of individualsrsquo perceptions
their morning show program possibly featuring photosubmission contests or including live updates of roadand weather conditions in the Park City Area If viewers have opportunities to submit content that isaired on the show then they will be engaged in each
program and invite their friends to also tucreates a viral marketing eff ect that over tiincrease the number of viewers watching PTelevision
PZ K2E2C)(-
One of the primary areas Park City Televisionneeds to address is the performance of their websiteCurrently the web page takes too long to load andperforms sluggishly when compared to other similarstation websites Visitors to the site do not want towait for long buff ering periods and low quality perfor-mance Increasing the server performance would helpto retain more visitors from the site who initially visit-ed the web page With this higher performance PCTVcould also feature 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-of-mouth advertising and ulti-mately would be much more eff ective than investing intraditional advertising channels
Te following information provides recom-
mendations for optimizing PCTVrsquos website perfor-mance
9D6S K2 Site speed is important for two main reasonsFirst your end-user experience--end-users are morelikely to return to website with snappy performanceSecond SEO site performance aff ects your rankingwith Google
Issue
No browser cachingSolution
Install caching pluginIssue
Image dimensions not speci1047297ed
SolutionSpecify dimensions in HTML or install plugin to do so
Issue
Media heavySolution Consider use of higher CPU or VPS hosting
9W= 7 Zamp 9 E H 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2123
ltO
9W=S 7)()Zamp SEO stands for search engine optimizationSEO is vital to obtaining a high enough ranking for ap-plicable search terms to generating organic web trafficRight now parkcitytv has low traffic
IssueKeyword consistency SolutionMake sure each indexed keyword is represented inprevalent places in the site like the titles ltH1gt anddescriptions See Graphic for keywords
$Zamp =DCY)(S K2 It is projected that by 2016 more than half ofall internet use will be done on handheld devices suchas tablets and smartphones It is vital for your site toperform well and be easy to navigate on mobile devic-es
IssueTere is no mobile version of this siteSolutionCreate a mobile version
95CC)2G E H(6( Based upon the data collected from onlinesurveys and focus groups wersquove determined that ParkCity Television has a strong social media presence butneeds to integrate these platforms more eff ectively toengage viewers of the morning show program Allow-ing viewers with opportunities to submit photos and videos to be aired live during the show would increase viewership and allow viewers and their friends to feela personal connection to the morning show programViewer data also indicated that PCTV should limittheir Facebook messaging to one or two posts daily
only providing interesting and sharable content thatis relevant to viewer demographics Prize giveawaysand promotional off ers would attract more followersand allow Park City Television to increase their onlinepresence Providing these opportunities would alsocreate ldquobrand loyaltyrdquo and attract individuals to thewebsite on a more consistent basis Finally improvingthe online server performance would help to increaseweb site traffic and improve the online user experienceCurrently visitors to PCTVrsquos website experience slowloading pages and excessive buff ering which detersthem from accessing and sharing content on their ownsocial media networks Web performance needs to beimproved to allow streaming of high-de1047297nition con-tent and a faster browsing experience Tese changes
if implemented will make the most eff
ective morningshow for Park City Television
44 minutes total (x2 for second run)
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2223
lt
$-( EF(+(2Glt+9397 amp-=
REnergetic Funny Wear bright colorsInteraction with social media (by sharing posts videos etc on the air)
4CD8209SBright colors and decorationsInclude outdoor segments (even pre-recorded) interspersed with studio contentPossibly change sets during show for variety
MCC2-)ampS16 minutes total (x2 for second run)More frequent shorter commercial breaks
+)G5
44 minutes total (x2 for second run)
000-130 Introduction to show Overview of dayrsquos content130-300 Local weather amp ski reports (Winter)300-600 Hosts interacting with viewers popular events amp pop culture (YouTubeSoc ial feature600-900 Local Spotlight (Businesses Destinations Shopping etc)900-1030 Uplifing localnational news with a Park City Spin1030-1100 Lead into content following commercial break 1100-1500 Commercial Break 1
1500-1800 Welcome back lead with ldquoFunrdquo section (eg cooking pop culture products)1800-2000 Local weather amp ski reports (Winter)2000-2400 Interview with visitor (cooking segment product overview how-to athlete etc)
2400-2530 Local activities and events coming up in Park City 2530-2600 Lead into content following commercial break 2600-3000 Commercial Break 2
3000-3030 Welcome back lead in to next section off -site (or simply outside)3030-3500 Off -site feature with footage that gets out of the studio3500-3700 Local weather amp ski reports (Winter)3700-4030 Pop culture Highlight online or local videos of outdoor sportsstunts4030-4100 Lead into content following commercial break 4100-4500 Commercial Break 3
4500-4530 Welcome back lead in to next section4530-4700 Submitted content to the show (photos videos etc)4700-4900 Local weather amp ski reports (Winter)4900-5000 Park City activities for later that day
5000-5400 Productgear overview 5400-5500 Invitation for individuals to submit content to the show through social media5500-5600 Signing off and preview of next show5600-6000 Commercial Break 4
P L M 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2323
ltlt
P2L M6
About TODAY (nd) Te Today Show Retrieved from httpwwwtodaycomid29055142nstodaytabout-todayU1iVROZdWEw
De Moras L (2014 March 12) Live And Well Morning Shows Gain Ratings Ground Tanks To Stiff Competition amp Focus On Interactive Programming Deadline Hollywood Retrieved from httpwwwdeadlinecom201403morning-show-ratings-gains-today-good-morning-america-rivals
Guskin E (2010) Network By Te NumbersTe State of the News Media An Annual Report on AmericanJournalism Retrieved from httpstateofhemediaorg2011network-essaydata-page-5
Park City Television (About) (nd) Park City Television Retrieved from httpparkcitytvabout Stetler B(2013 Sept 27) In Ratings War lsquoGMArsquo Beats lsquoTodayrsquo for Full Season Te New York Times Retrievedfrom httpwwwnytimescom20130928businessmediagma-beats-today-over-a-full-seasonhtml
Stetler B (2010 Aug 31) TV News for Early Risers (or Late-to-Bedders) Te New YorkTimes Retrieved fromhttpwwwnytimescom20100901businessmedia01morninghtml
Stetler B (2013 April 18) Waking Up on the Wrong Side of the Ratings War Te New YorkTimes Retrievedfrom httpwwwnytimescom20130421magazinewho-can-save-the-today-showhtml
Taibi C (2014 Jan 28) More People Watching Local Morning Shows In 2013 Study Finds Huffington PostRetrieved from httpwwwhuffingtonpostcom20140128morning-shows-pew-research-center-viewership-audience-local-tv_n_4680813html
Tennant T (nd) Talk Isnrsquot Cheap A Brief History of the Talk Show About Retrieved from httptalkshowsaboutcomodmorningshowspTalkIsntCheaphtmTe Tonight Show With Jay Leno (nd) TVcom Retrieved from
httpwwwtvcomshowsthe-tonight-show-with-jay-lenoTomas L (2009 May 18) Top Five Outdoor TV Shows Yahoo Voices Retrieved from httpvoicesyahoocomtop-1047297 ve-outdoor-tv-shows-3335682htmlcat=47Tucker K (2012 Jul 26) lsquoTe Today Showrsquo lsquoGMArsquo and lsquoCBSTis Morningrsquo Are these the
most complex dramas on network television Entertainment Weekly Retrieved from
httpwatching-tvewcom20120726the-today-show-good-morning-america-cbs-this-morning-robin-robertsUtah (2013) State of Utah Outdoor Recreation Vision Utah Retrieved April 22 2014 from httpwwwutah
govgovernordocsOutdoorRecreationVisionpdf Recode (2014) Millennials Spend More Time Watching TV on Other Devices Recode Retrieved April 24
2014 from httprecodenet20140326teens-twentysomethings-spend-more-time-watching-tv-on-other-screens
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2123
ltO
9W=S 7)()Zamp SEO stands for search engine optimizationSEO is vital to obtaining a high enough ranking for ap-plicable search terms to generating organic web trafficRight now parkcitytv has low traffic
IssueKeyword consistency SolutionMake sure each indexed keyword is represented inprevalent places in the site like the titles ltH1gt anddescriptions See Graphic for keywords
$Zamp =DCY)(S K2 It is projected that by 2016 more than half ofall internet use will be done on handheld devices suchas tablets and smartphones It is vital for your site toperform well and be easy to navigate on mobile devic-es
IssueTere is no mobile version of this siteSolutionCreate a mobile version
95CC)2G E H(6( Based upon the data collected from onlinesurveys and focus groups wersquove determined that ParkCity Television has a strong social media presence butneeds to integrate these platforms more eff ectively toengage viewers of the morning show program Allow-ing viewers with opportunities to submit photos and videos to be aired live during the show would increase viewership and allow viewers and their friends to feela personal connection to the morning show programViewer data also indicated that PCTV should limittheir Facebook messaging to one or two posts daily
only providing interesting and sharable content thatis relevant to viewer demographics Prize giveawaysand promotional off ers would attract more followersand allow Park City Television to increase their onlinepresence Providing these opportunities would alsocreate ldquobrand loyaltyrdquo and attract individuals to thewebsite on a more consistent basis Finally improvingthe online server performance would help to increaseweb site traffic and improve the online user experienceCurrently visitors to PCTVrsquos website experience slowloading pages and excessive buff ering which detersthem from accessing and sharing content on their ownsocial media networks Web performance needs to beimproved to allow streaming of high-de1047297nition con-tent and a faster browsing experience Tese changes
if implemented will make the most eff
ective morningshow for Park City Television
44 minutes total (x2 for second run)
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2223
lt
$-( EF(+(2Glt+9397 amp-=
REnergetic Funny Wear bright colorsInteraction with social media (by sharing posts videos etc on the air)
4CD8209SBright colors and decorationsInclude outdoor segments (even pre-recorded) interspersed with studio contentPossibly change sets during show for variety
MCC2-)ampS16 minutes total (x2 for second run)More frequent shorter commercial breaks
+)G5
44 minutes total (x2 for second run)
000-130 Introduction to show Overview of dayrsquos content130-300 Local weather amp ski reports (Winter)300-600 Hosts interacting with viewers popular events amp pop culture (YouTubeSoc ial feature600-900 Local Spotlight (Businesses Destinations Shopping etc)900-1030 Uplifing localnational news with a Park City Spin1030-1100 Lead into content following commercial break 1100-1500 Commercial Break 1
1500-1800 Welcome back lead with ldquoFunrdquo section (eg cooking pop culture products)1800-2000 Local weather amp ski reports (Winter)2000-2400 Interview with visitor (cooking segment product overview how-to athlete etc)
2400-2530 Local activities and events coming up in Park City 2530-2600 Lead into content following commercial break 2600-3000 Commercial Break 2
3000-3030 Welcome back lead in to next section off -site (or simply outside)3030-3500 Off -site feature with footage that gets out of the studio3500-3700 Local weather amp ski reports (Winter)3700-4030 Pop culture Highlight online or local videos of outdoor sportsstunts4030-4100 Lead into content following commercial break 4100-4500 Commercial Break 3
4500-4530 Welcome back lead in to next section4530-4700 Submitted content to the show (photos videos etc)4700-4900 Local weather amp ski reports (Winter)4900-5000 Park City activities for later that day
5000-5400 Productgear overview 5400-5500 Invitation for individuals to submit content to the show through social media5500-5600 Signing off and preview of next show5600-6000 Commercial Break 4
P L M 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2323
ltlt
P2L M6
About TODAY (nd) Te Today Show Retrieved from httpwwwtodaycomid29055142nstodaytabout-todayU1iVROZdWEw
De Moras L (2014 March 12) Live And Well Morning Shows Gain Ratings Ground Tanks To Stiff Competition amp Focus On Interactive Programming Deadline Hollywood Retrieved from httpwwwdeadlinecom201403morning-show-ratings-gains-today-good-morning-america-rivals
Guskin E (2010) Network By Te NumbersTe State of the News Media An Annual Report on AmericanJournalism Retrieved from httpstateofhemediaorg2011network-essaydata-page-5
Park City Television (About) (nd) Park City Television Retrieved from httpparkcitytvabout Stetler B(2013 Sept 27) In Ratings War lsquoGMArsquo Beats lsquoTodayrsquo for Full Season Te New York Times Retrievedfrom httpwwwnytimescom20130928businessmediagma-beats-today-over-a-full-seasonhtml
Stetler B (2010 Aug 31) TV News for Early Risers (or Late-to-Bedders) Te New YorkTimes Retrieved fromhttpwwwnytimescom20100901businessmedia01morninghtml
Stetler B (2013 April 18) Waking Up on the Wrong Side of the Ratings War Te New YorkTimes Retrievedfrom httpwwwnytimescom20130421magazinewho-can-save-the-today-showhtml
Taibi C (2014 Jan 28) More People Watching Local Morning Shows In 2013 Study Finds Huffington PostRetrieved from httpwwwhuffingtonpostcom20140128morning-shows-pew-research-center-viewership-audience-local-tv_n_4680813html
Tennant T (nd) Talk Isnrsquot Cheap A Brief History of the Talk Show About Retrieved from httptalkshowsaboutcomodmorningshowspTalkIsntCheaphtmTe Tonight Show With Jay Leno (nd) TVcom Retrieved from
httpwwwtvcomshowsthe-tonight-show-with-jay-lenoTomas L (2009 May 18) Top Five Outdoor TV Shows Yahoo Voices Retrieved from httpvoicesyahoocomtop-1047297 ve-outdoor-tv-shows-3335682htmlcat=47Tucker K (2012 Jul 26) lsquoTe Today Showrsquo lsquoGMArsquo and lsquoCBSTis Morningrsquo Are these the
most complex dramas on network television Entertainment Weekly Retrieved from
httpwatching-tvewcom20120726the-today-show-good-morning-america-cbs-this-morning-robin-robertsUtah (2013) State of Utah Outdoor Recreation Vision Utah Retrieved April 22 2014 from httpwwwutah
govgovernordocsOutdoorRecreationVisionpdf Recode (2014) Millennials Spend More Time Watching TV on Other Devices Recode Retrieved April 24
2014 from httprecodenet20140326teens-twentysomethings-spend-more-time-watching-tv-on-other-screens
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2223
lt
$-( EF(+(2Glt+9397 amp-=
REnergetic Funny Wear bright colorsInteraction with social media (by sharing posts videos etc on the air)
4CD8209SBright colors and decorationsInclude outdoor segments (even pre-recorded) interspersed with studio contentPossibly change sets during show for variety
MCC2-)ampS16 minutes total (x2 for second run)More frequent shorter commercial breaks
+)G5
44 minutes total (x2 for second run)
000-130 Introduction to show Overview of dayrsquos content130-300 Local weather amp ski reports (Winter)300-600 Hosts interacting with viewers popular events amp pop culture (YouTubeSoc ial feature600-900 Local Spotlight (Businesses Destinations Shopping etc)900-1030 Uplifing localnational news with a Park City Spin1030-1100 Lead into content following commercial break 1100-1500 Commercial Break 1
1500-1800 Welcome back lead with ldquoFunrdquo section (eg cooking pop culture products)1800-2000 Local weather amp ski reports (Winter)2000-2400 Interview with visitor (cooking segment product overview how-to athlete etc)
2400-2530 Local activities and events coming up in Park City 2530-2600 Lead into content following commercial break 2600-3000 Commercial Break 2
3000-3030 Welcome back lead in to next section off -site (or simply outside)3030-3500 Off -site feature with footage that gets out of the studio3500-3700 Local weather amp ski reports (Winter)3700-4030 Pop culture Highlight online or local videos of outdoor sportsstunts4030-4100 Lead into content following commercial break 4100-4500 Commercial Break 3
4500-4530 Welcome back lead in to next section4530-4700 Submitted content to the show (photos videos etc)4700-4900 Local weather amp ski reports (Winter)4900-5000 Park City activities for later that day
5000-5400 Productgear overview 5400-5500 Invitation for individuals to submit content to the show through social media5500-5600 Signing off and preview of next show5600-6000 Commercial Break 4
P L M 6
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2323
ltlt
P2L M6
About TODAY (nd) Te Today Show Retrieved from httpwwwtodaycomid29055142nstodaytabout-todayU1iVROZdWEw
De Moras L (2014 March 12) Live And Well Morning Shows Gain Ratings Ground Tanks To Stiff Competition amp Focus On Interactive Programming Deadline Hollywood Retrieved from httpwwwdeadlinecom201403morning-show-ratings-gains-today-good-morning-america-rivals
Guskin E (2010) Network By Te NumbersTe State of the News Media An Annual Report on AmericanJournalism Retrieved from httpstateofhemediaorg2011network-essaydata-page-5
Park City Television (About) (nd) Park City Television Retrieved from httpparkcitytvabout Stetler B(2013 Sept 27) In Ratings War lsquoGMArsquo Beats lsquoTodayrsquo for Full Season Te New York Times Retrievedfrom httpwwwnytimescom20130928businessmediagma-beats-today-over-a-full-seasonhtml
Stetler B (2010 Aug 31) TV News for Early Risers (or Late-to-Bedders) Te New YorkTimes Retrieved fromhttpwwwnytimescom20100901businessmedia01morninghtml
Stetler B (2013 April 18) Waking Up on the Wrong Side of the Ratings War Te New YorkTimes Retrievedfrom httpwwwnytimescom20130421magazinewho-can-save-the-today-showhtml
Taibi C (2014 Jan 28) More People Watching Local Morning Shows In 2013 Study Finds Huffington PostRetrieved from httpwwwhuffingtonpostcom20140128morning-shows-pew-research-center-viewership-audience-local-tv_n_4680813html
Tennant T (nd) Talk Isnrsquot Cheap A Brief History of the Talk Show About Retrieved from httptalkshowsaboutcomodmorningshowspTalkIsntCheaphtmTe Tonight Show With Jay Leno (nd) TVcom Retrieved from
httpwwwtvcomshowsthe-tonight-show-with-jay-lenoTomas L (2009 May 18) Top Five Outdoor TV Shows Yahoo Voices Retrieved from httpvoicesyahoocomtop-1047297 ve-outdoor-tv-shows-3335682htmlcat=47Tucker K (2012 Jul 26) lsquoTe Today Showrsquo lsquoGMArsquo and lsquoCBSTis Morningrsquo Are these the
most complex dramas on network television Entertainment Weekly Retrieved from
httpwatching-tvewcom20120726the-today-show-good-morning-america-cbs-this-morning-robin-robertsUtah (2013) State of Utah Outdoor Recreation Vision Utah Retrieved April 22 2014 from httpwwwutah
govgovernordocsOutdoorRecreationVisionpdf Recode (2014) Millennials Spend More Time Watching TV on Other Devices Recode Retrieved April 24
2014 from httprecodenet20140326teens-twentysomethings-spend-more-time-watching-tv-on-other-screens
8102019 Comms 318 Mountain Morning Show Book
httpslidepdfcomreaderfullcomms-318-mountain-morning-show-book 2323
ltlt
P2L M6
About TODAY (nd) Te Today Show Retrieved from httpwwwtodaycomid29055142nstodaytabout-todayU1iVROZdWEw
De Moras L (2014 March 12) Live And Well Morning Shows Gain Ratings Ground Tanks To Stiff Competition amp Focus On Interactive Programming Deadline Hollywood Retrieved from httpwwwdeadlinecom201403morning-show-ratings-gains-today-good-morning-america-rivals
Guskin E (2010) Network By Te NumbersTe State of the News Media An Annual Report on AmericanJournalism Retrieved from httpstateofhemediaorg2011network-essaydata-page-5
Park City Television (About) (nd) Park City Television Retrieved from httpparkcitytvabout Stetler B(2013 Sept 27) In Ratings War lsquoGMArsquo Beats lsquoTodayrsquo for Full Season Te New York Times Retrievedfrom httpwwwnytimescom20130928businessmediagma-beats-today-over-a-full-seasonhtml
Stetler B (2010 Aug 31) TV News for Early Risers (or Late-to-Bedders) Te New YorkTimes Retrieved fromhttpwwwnytimescom20100901businessmedia01morninghtml
Stetler B (2013 April 18) Waking Up on the Wrong Side of the Ratings War Te New YorkTimes Retrievedfrom httpwwwnytimescom20130421magazinewho-can-save-the-today-showhtml
Taibi C (2014 Jan 28) More People Watching Local Morning Shows In 2013 Study Finds Huffington PostRetrieved from httpwwwhuffingtonpostcom20140128morning-shows-pew-research-center-viewership-audience-local-tv_n_4680813html
Tennant T (nd) Talk Isnrsquot Cheap A Brief History of the Talk Show About Retrieved from httptalkshowsaboutcomodmorningshowspTalkIsntCheaphtmTe Tonight Show With Jay Leno (nd) TVcom Retrieved from
httpwwwtvcomshowsthe-tonight-show-with-jay-lenoTomas L (2009 May 18) Top Five Outdoor TV Shows Yahoo Voices Retrieved from httpvoicesyahoocomtop-1047297 ve-outdoor-tv-shows-3335682htmlcat=47Tucker K (2012 Jul 26) lsquoTe Today Showrsquo lsquoGMArsquo and lsquoCBSTis Morningrsquo Are these the
most complex dramas on network television Entertainment Weekly Retrieved from
httpwatching-tvewcom20120726the-today-show-good-morning-america-cbs-this-morning-robin-robertsUtah (2013) State of Utah Outdoor Recreation Vision Utah Retrieved April 22 2014 from httpwwwutah
govgovernordocsOutdoorRecreationVisionpdf Recode (2014) Millennials Spend More Time Watching TV on Other Devices Recode Retrieved April 24
2014 from httprecodenet20140326teens-twentysomethings-spend-more-time-watching-tv-on-other-screens
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