December, 1995
This is a summary of what I learned in my final six months at KVIE, in a position vaguely titled TV Programming/Computer Software Specialist. While most of the things I note involve computer training and tools, and emerging technologies, I also comment on the future of public television programming. Brief summaries of the major points are up front, more detail follows. I've added details on my perspective in writing and on KVIE Information Services particulars, at the end.
| IN BRIEF |
Thorough staff computer training is vital for the future health of any public TV station or organization.
While public broadcasting may have been lucky enough to get this far without major investments in staff computer training, the pace and nature of change in electronic telecommunications makes that investment absolutely essential if public broadcast stations and organizations are to thrive in the future.
Regarding computers and networks, simplicity is expensive.
Though computer technology is getting better (easier to understand and set up), it's doing so slowly. Don't expect computer software, hardware and networking to be simple unless station needs are extremely simple (no-frills word-processing); or unless the station is willing to invest substantial resources - money and/or staff time - to make the network simple for technologically naive users. One wouldn't expect to use carpenter's tools like a master carpenter immediately. Don't expect it when using computer tools.
Good instruments don't guarantee a great orchestra.
The best computer hardware and software in the world won't make station staff good "tool users" without a commensurate investment in staff training in their use. It's common for many users to have more computer horsepower than they use, simply because their workload forces them to learn the minimum necessary to do their jobs. Without management support for staff training, they rarely have the opportunity to move beyond that point, to learn the computer skills and software tricks which would allow them to accomplish tasks more easily and quickly.
No one can know everything.
Of the several types of information services/computer support, one is the obvious technical support, installation and maintenance of computer and networking hardware. A second is user training and support for software, both standard software packages ("How do I print an envelope in WordPerfect for Windows?"), and specialized packages. A third is "tool selection," helping staff identify computer tools, usually a software application, to accomplish unit or station goals or to improve staff productivity. Each type of support requires different abilities and skills.
Don't rely on one or two techno-philes in your shop to answer all your station's essential computer needs. Computer support needs are varied. Even the most talented computer support staffer may not have the skills and knowledge to meet all support needs.
Public broadcasting is already being affected by new on-line information and education delivery systems.
While the number of aggressive users of on-line services is still relatively small, and although they tend to be younger than the usual public TV or radio member, they do match other elements of the member profile - they are highly educated, and have relatively high average household incomes. These current or potential members can already obtain some of public broadcasting's hitherto unique services, such as some NPR programs, over the Internet. See below for an example. Real-time delivery of video isn't available to most users yet, but it's in the pipeline. Given this, a user may be more inclined to support NPR, for example, than to support the local public radio station.
A strategy to encourage users to continue support for their local stations would most likely require both cooperation between stations and their national organizations to encourage users' local support; and local stations using on-line delivery of information and services to increase the value of their broadcast schedule, such as publishing information on a Web site and featuring partnerships with local organizations, groups and businesses. See below, in Public TV Programming.
At present, all new-technologies crystal balls are created equal.
While this is slight hyperbole, in my on-line readings I've found there are many cogent, reasoned and conflicting views on new-technologies questions. For example, intelligent, well-informed writers disagree on whether or not prior adoption and use of technologies is a useful predictor for adoption and use of new technologies. Their remarks appear to be affected by the computer platform they use, the software they prefer, their political views, the communications medium with which they're most familiar, and other perspective-altering elements. (Of course, there's also lots of bad speculation available!) With on-line technologies, one growing area of consensus seems to be that it's indeed a new medium, with all the unpredictability that implies.
Beware of anyone claiming to know The Truth about the future of new technologies. When planning, trust your own knowledge of your industry and your viewers. Viewer behavior, especially of public TV members, will change more slowly than the available electronic technology. If you're looking for outside advice on new-tech, listen to those who have both provided good advice in the past, and who have a healthy respect for their own ignorance in this area.
Public TV Programming Present & Future
Public TV really needs a reasonably-priced, fairly simple traffic/programming software program, supported with PBS member dollars and available to all stations.
This would be an important and attractive new PBS member service. "Which is the best programming/traffic software package?" is a leitmotif in discussions among programming and traffic folk. If there were a consistent software package within public TV for managing the three major databases (program information, promo/break content information, and underwriting information) and creating routine traffic reports like logs and record sheets, the system as a whole would realize big savings in staff time, operational costs, and frustration.
Whither the public television programmer?
Programmers today must look beyond the broadcast schedule when planning delivery of information and educational services to their communities. They know their market's needs - who better? - and can use that knowledge to help design enhanced information and education services using the new technologies. For example, based on conversations with viewers and members, programmers will know which types of existing information (guide features, producer background material, program highlights) would be useful or interesting to their viewers in a Web site, but which is simply too expensive to print and mail.
Someone's got to watch the ball.
Especially during times of rapid change, an organization needs at least one person, the general or station manager, or perhaps another staff person, to track the organization's process and progress. This person keeps an eye on the means by which an organization sets and pursues its goals, to assure a general congruence and consistency with organizational history and mission, and customer expectations.
| MORE DETAIL |
Information Services/Computer Items
Thorough staff computer training is vital for the future health of any public TV station or organization.
Like most other businesses, public television is trying to do more with fewer resources. A well-trained, loyal staff and volunteer base is the most efficient way to step up productivity. In addition to improved productivity, a management commitment of resources to staff training enhances staff morale. A good training program also can be a big selling point when trying to attract the best job applicants. Managers have known this for years - so what's your station's commitment to training? (At KVIE, despite good intentions, the commitment has been uneven. There are some bright spots, however.)
With current staff, train to fill gaps in their computer knowledge. For new staff, whenever possible, hire to fill your specialized need, plus computer skills. For example, if you need a producer and have a strong applicant who also has computer skills, consider those skills when you make your decision. If your strongest applicant has few or no computer skills, be sure to include computer training as part of your orientation plan for that employee.
Though it's not the main focus here, don't overlook the importance of good training on your in-house phone system. It's easy to presume everyone knows how to use a telephone. (Yeah, right! When was the last time you were at the mercy of someone else's phone system, without a clue on how to make it work? Last week?) Growing system sophistication, coupled with staff and volunteer turnover and simple human memory loss, mean it's really important to provide regular opportunities for phone training. If you need a bottom-line example to show why this is important, think of the potential impact of losing a call from a major donor who's a bit annoyed at something the station aired last night. Multiply that by other major donors, underwriters, members and viewers. (Of course, perhaps there's your own frustration at not knowing what all those buttons do...?)
Despite the fact that television routinely uses sophisticated electronic technology, most people -- intelligent folks with excellent job knowledge -- are ignorant of many basic computer tools and other technology tools which could allow them to increase productivity, and improve job satisfaction. Examples include:
Suggestion -- KVIE has a trade-out with a local computer software training center, ExecuTrain. In exchange for underwriting credits, ExecuTrain gives the station $10,000 worth of software classes a year. ExecuTrain is a national chain, a franchise arrangement with generally excellent training manuals and small classes, taught by well-qualified staff. They have classes for the most common software applications (Word, Excel, WordPerfect, etc.), and are adding classes for technical software, like Novell NetWare. If there an office in your area, or perhaps another similar training business, your station might make the same arrangement. The usual caveat -- before making arrangements, test the quality of training by sending one or more staff to a class or two.
This works well for folks who want to learn more about computer tools. Others, however, suffer from techno-anxiety and are intimidated by computer technology and avoid opportunities to learn more. Some do this consciously, dodging training opportunities. Some do it unconsciously, by making training opportunities a very low priority, constantly preempted by "more important work." Perhaps they believe they aren't "good at that kind of stuff." Unfortunately, sometimes this belief is due to uncomfortable experiences with some computer-savvy folks suffering from techno-arrogance, the belief that those who aren't comfortable with computers are somehow less intelligent or less able than themselves. That becomes clear either directly or indirectly when they work with the computer-unaware. This hinders work on both sides. In particular, staff with techno-anxiety may become reluctant to ask for help, delaying work completion or harming work quality.
Keep an eagle eye out for both techno-anxiety, and techno-arrogance, and take steps to counter them. The former can be curable; the latter can be corrosive.
From "Innovation," an on-line newsletter... |
Regarding computers and networks, simplicity is expensive.
"Make our computer network simple to use," Information Services heard at KVIE. Simplicity is expensive. It takes financial resources, staff resources, or both. A station can spend major resources to have a "simple" system, a network with new, compatible hardware and running only identical-version software. Or, lacking money for new equipment, it can have enough IS staff to solve unavoidable "motley hardware & software" problems promptly. The alternative to expensive "simplicity" is for station staff to learn a little about computers & networks, so they can avoid many common problems.
I describe KVIE's computer equipment below, a collection of "legacy" hardware and software. This mix means the network is not particularly simple to use. It's not dreadful, but it does take a little user time and attention to make things work as one might expect - print documents to the "right" printer, save files to the "right" place, allow one to share files with colleagues or to log on the Internet easily, etc. KVIE's network works as well as it does because of the hard work and ingenuity of a few talented, knowledgeable technical folks. And it works best for users who invest a little time & energy to learn the basics.
Frequent (and bad) case - managers who neither invest the resources needed to make a network or new technology simple, nor support and require staff training necessary to use less-than-simple systems.
From "Innovation," an on-line newsletter... |
Good instruments don't guarantee a great orchestra.
Computer tools aside, in the future, public broadcasting can choose among several slogans - "It's the content, stupid." or "Content, Content, Content, " and so on. New technologies and new tools won't bring a bright future -- or a dark one -- for public broadcasting. They will simply provide new opportunities to create and deliver the best possible information and educational products to viewers, listeners, on-line users, anyone who uses them in any venue. It's all in how those new tools used -- obvious, but often forgotten.
The best PC or Mac or software program or non-linear editing system or on-line service doesn't mean station staff will "play" it well, or that it will sound good as part of a station's "orchestra" of services. Pick new tools to suit specific station needs, and train staff to use existing tools effectively. If your staff can make a 286 running WordPerfect 4.2 for DOS, and a dot-matrix printer meet station needs, count yourself lucky and give 'em full credit!
Despite Microsoft's marketing blitz, Windows 95 hasn't made anyone a better writer, or musician, or accountant. However, when your IS manager tells you there's no way your station can buy more licenses for WordStar 1.0, or the KayPro transportable dies and you absolutely have to upgrade, that's how it goes. Invest in new technology, and train staff in how to use it. Remember, this "investment" can also mean encouraging staff to seek equipment and software donations from local businesses which are upgrading. Talk to station corporate supporters, for example.
No one can know everything.
The second and third computer support needs - training and tool selection - seem to be the "missing links" in many public TV stations, especially those without actual information services shops. Stations already have staff who are comfortable with electronic technologies, and many of these staff are likely to have the skills and knowledge to handle the necessary computer hardware installation and maintenance needs.
From what I saw at KVIE, I strongly recommend a station or organization devote at least a part-time staff position to computer training, the second computer support need. This doesn't have to be a full-time position, but the staff person should be pretty accessible during a regular work week. Important job qualifications are to know that ignorance doesn't mean stupidity (in other words, to respect others' capabilities, as they're likely to be both ignorant and intelligent, thus trainable); to enjoy installing and exploring new software; and to like training and working with people. Enthusiasm, confidence and curiosity about new computer tools is often infectious. The right computer support staff person will cause them to spread rapidly.
The third computer support need, tool selection, involves expert advice for the end user and could be handled in several ways. A station could bring in a local consultant, presuming station staff have done their research to find someone in whom they will have confidence. Or the station might approach this on a case-by-case basis, creating a team including end-user staff who understand the task to be done, one or more techno-savvy staff or volunteers who also know a range of common software, and a meeting facilitator to help keep the group focused on the task at hand.
Another station alternative would be to have a full-time or part-time software systems analyst position, responsible for coordinating these activities. Job qualifications would include a strong background in computer software applications, some knowledge of computer hardware, the ability to step back to see "big picture" issues and ask broad questions concerning tool use, and the ability to work well with groups and lead meetings. It's also helpful if this staff member has an understanding of the public broadcasting business, to help identify opportunities where a new tool might meet needs in several areas. An example - develop a viewer/member comments tracking system for membership which member or viewer services staff or volunteers would maintain, which would also provide valuable reports for corporate support, production and programming and senior management staff.
Regarding tool selection, always work backward - identify the end user's need first, then select computer hardware and software to meet those needs. The Chief Engineer who's found the perfect computer package for broadcast operations likely will not be the right person to identify the best system for programming, or membership, or corporate support. While he or she probably will be a great source for advice and help, that person won't know every other unit's needs and goals.
When you have to compromise, because of cost or hardware configuration, always keep the end user's fundamental needs in mind. Don't compromise yourself into a situation where the job can't be done to minimum standards. That's a guaranteed source of low staff morale and frustration.
From "Innovation," an on-line newsletter... |
New Technologies
Local public broadcast stations are already being affected by new on-line information and education delivery systems.
Here's an example of why an Internet user might decide to support NPR, in addition to or in place of a local public radio station. It's anecdotal but, as David Liroff might say, it's still useful data. About three months ago, I discovered a free software program available over the Internet called RealAudio. It allows me to listen to an audio signal with acceptable, though not spectacular, audio quality, via the World Wide Web. Several NPR series are available to me, using this tool. I don't even have to stay on the NPR/RealAudio site - I can search other sites and continue to listen to, say, Talk of the Nation. Or I can work on a spreadsheet or work in word processing, whatever I wish.
As it happens, Talk of the Nation isn't broadcast where I live. So I now rely on the Internet to give me Talk of the Nation, on a one-day delay, with archives of full programs going back several months. I can listen whenever I wish, regardless of the schedule of the local NPR station. Morning Edition and All Things Considered are also available, on one-day delays. It's not a stretch to think an NPR fan might choose to support NPR rather than the local station, in these circumstances. My local public radio programmer friend and colleague, at KXPR/KXJZ, was dismayed, to say the least, when I told him about this.
When the Internet, or another similar system (delivered by cable modem, for example) can provide real-time video, what might that mean for local TV station support? This isn't meant to frighten folks into inactivity, but to alert stations to the need to convince their viewers that their local public broadcast stations are still worthy of local membership support. They do that by adding valuable information which is only available locally. See Public TV Programming, below.
At present, all new-technologies crystal balls are created equal.
Public broadcasters will only find a reasonably reliable crystal ball for future planning if they pay attention to developments in new technologies, as filtered and analyzed for ways to meet public broadcast missions, goals and expectations. The most efficient way to do this, and to share the resulting information, is to invest a few system resources in a formal project to do just this. As I understand it, that's the purpose of the CPB's Futures Fund.
That's not the only way to remain aware of new developments, of course. In addition to trade publications, public broadcasters can participate in Internet mailing lists devoted to others' explorations of the new on-line medium, such as on-line-news (mostly used by traditional print publishers and journalists), and NIT (New Information Technologies journalists). This is certainly useful and informative. However the information on those lists is most useful for those in the commercial print media. Public broadcasters have a few unique needs and goals, and would be wise to devote some money and time to exploring the development of many new technologies and their use, in addition to paying attention to what others in different media may learn. The Futures Fund is a modest attempt to do that, and deserves system-wide support.
Public TV Programming Present & Future
PBS programming/traffic/underwriting software:
PBS wouldn't have to write its own new program, an understandable source of some anxiety. It could contract with a software vendor, as it did with SoftArc for FirstClass, to get a package which meets system needs, and which PBS could update with new PBS program and promo data. While stations wouldn't have to use the PBS-supported software, the benefits of doing so would be clear, in staff-time resource savings alone.
Regarding the timetable for such a valuable member benefit, PBS could use a commercial model here - identify a small team, including station representation, with the responsibility and authority to move on the project ASAP, and just do it. The PTPA, the TAC, and the PBS Express advisory group would all be good sources for station staff assistance. Consider the timetables mentioned at the PBS fall planning meetings by the MCI head of new product development, for rolling out their 1800-MUSIC-NOW (120 days) and 1-800-COLLECT (88 days). Yes, this would be a complex project...and it also would be very important to PBS members.
Whither the public television programmer?
Programmers can take advantage of the publishing power of World Wide Web to develop a station Web site which increases the value of their broadcast schedule. For example, a description of a documentary on women's health issues could provide information about related local health services, with links to appropriate local or global Web sites, if any. A Web page on a local series could solicit feedback on past episodes, and ideas and resources for new episodes. Current PTV station Web sites, among others, are chock-full of creative ideas. Go exploring, and borrow some of those good ideas!
New technologies, like on-line services, can be useful in other ways. They can simplify establishing and building new local partnerships, and coordinating activities even when the activities themselves are traditional fare (e.g. coordinating a program broadcast with an art exhibit, or a community task force report). Because of their broad knowledge about the community, programmers will be vital members of a station's team, along with membership, education/outreach, public information, and corporate support staff, charged with identifying and creating new partnerships with local organizations, groups and businesses which share one or more station goals.
On-line services can help answer program management questions. Many programmers have access to their colleagues via the Internet, thanks to KUHT and P-PALS. All station programmers have similar benefits with PBS Express. This is a terrific way to tap the collective wisdom of many hundreds of years of public TV programming expertise. Programmers have found just how useful that "institutional memory" can prove, when trying to answer a viewer question about a 20-year-old series!
Finally, learn how to do on-line research. Hypothetical example - What is XYZA Corporation and why are they funding a documentary on the health benefits of red wine, fed as a non-PBS satellite feed? Do a search through a couple of good search engines and see what you can learn about XYZA Corporation, or about the health benefits of red wine. While not all information is available or accurate, consider the information sources you find. It's likely they'll help inform your own best guess about XYZA Corporation's motives. Consider this sort of research an ongoing seminar in program decision-making and management.
Management Item
Someone's got to watch the ball.
This item made a lot of sense to me, especially given the events of the mid-1990s in public TV. This is not support for slow or no change, but for reasoned and reasonable change and growth.
From "Innovation," an on-line newsletter... |
My Perspective
For six months in 1995, I spent most of my time working in KVIE's Information Services unit, on a range of projects. As my background was programming and management, not computer science or information services, I came to this area without expectations, and with different understandings and expectations than many. Much of what I mention may be obvious, yet it was new to me and it affected my work, and KVIE's daily operations.
Some items I mentioned may be peculiar to KVIE's computer and Information Services (IS) structure and needs; some may be more widely applicable. I hope the description of KVIE's IS unit is helpful in identifying which might be useful for you.
KVIE's Information Services
KVIE had roughly two FTE positions in Information Services, one full-time network administrator and two part-time positions, one for software support (my prior position) and one doing a mix of hardware and software applications support. The total station staff is around 70, with a changing number of part-timers. There are between 65 and 70 computers on the network, ranging from 286s to a couple of Pentiums, and a handful of Macs. Some PC users run Windows, most still use DOS only. KVIE is planning to use Windows on all PCs, in the relatively near future.
IS responsibilities include maintaining the station's Novell network, installing networked software used station-wide (e.g. email, word-processing) and software used for special purposes (e.g. ProTrack, Development Plus), and setting up and maintaining individual PCs. While IS installs special-use software, IS doesn't have the resources to support special purposes software. Each department with a unique software package assigns one of its staff as the lead contact for that package. For example, the Traffic Manager is the KVIE contact for ProTrack. She tracks problems, works with the vendor, and arranges ProTrack training.
KVIE settled on this Information Services structure after a period of confusion on how to handle computer technologies. In 1992/93, the station moved to a PC network structure, from a station-wide HP computer system with (so-called) dumb terminals. At that time, the MIS department, which was part of the station's administration unit, was eliminated. In 7/94, the broadcast engineering and facilities management unit assumed responsibility for IS.
With the station's mix of so-called "legacy" hardware and software, and with constant upgrades, it's a challenge to make the network work as intended. KVIE added the network administrator position eighteen months ago, one part-time position just sort of happened because of ongoing need (a staff member in another area began handling important jobs), and the final position (mine) was added six months ago. My position may not be extended beyond my departure, though I sincerely hope it will be retained. I gather KVIE's situation isn't unique, though each station will have its own Information Services wrinkles.