NETA 2005 - Session Details

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NETA 2005 SESSIONS
Sunday January 23
3:30 pm	All Digital, All The Time It’s a digital world…digital content, digital delivery, PBS Digital Classroom, digital rights, segmenting digital resources, metadata standards, you name it. This workshop will focus on new educational trends and services related to digital media and technology
3:30 pm	Public Television: The Big Picture [all disciplines/newcomers] This session is a flyover of industry structure, technology, and business processes. The session will help seasoned public broadcasters fill in the gaps in their understanding of the broader system, and provide newcomers with a conceptual framework for the complexity of this diverse industry.
3:30 pm	Brand Architecture / PBS Kids Go! Part 1 - Blueprint for a New Brand Archiecture How can you showcase your local brand and leverage the PBS brand to make the greatest possible impact? Learn about Interbrand's extensive work and recommindations for new systemwide brand architecture. Part 2 - Ready, Set, PBS KIDS GO! Find out what PBS KIDS GO! is doing, and learn about the successful strategies that your station colleagues are using to win the attention of young viewers.
3:30 pm	What the @#&%!? (The FCC & Indecency) Everything seemed to change a year ago on Super Bowl Sunday 2004. The amorphous displeasure of the FCC crystallized into a sharp-edged enforcement. Broadcasters scrambled. This session will provide a broad view of the current regulatory environment and the forces that shaped it, and explore public television’s specific responses. Bring your questions.

	Monday January 24
9:00 am	Post-Simulcast Planning There are many unknowns about the end of the NTSC. One thing that is known: it will eventually be turned off. This session will discuss the legal and schedule issues surrounding the shutoff of NTSC. Discussion will also surround the technical issues of what kinds of potential capital costs might be involved.
9:00 am	How to Succeed When You Are NOT the Boss It’s no accident that Dilbert emerged as a national hero just as the roles of the “boss” and “subordinate” or “leader” and “follower” became ambiguous. There is talk about “leadership” but – even in an organization where followers far outnumber leaders – “followership” remains an untaught and unconsidered skill. This session takes a closer look at the path to success for those who are NOT the boss.
9:00 am	2005 Pledge Pipeline Preview What’s new in the pledge pipeline for this year? Hear from PBS/SIP, APT, NETA, and Executive Program Services with their best picks.
9:00 am	Tools for Successful E-Marketing “Click – send – download” has replaced “print – stuff – mail” in the communication universe. With an online pressroom, you may never have to send out another press kit again. E-marketing could reach and retain members effectively while targeting new audiences, but is it a good match for the public TV audience, which is usually older and perhaps not so computer-friendly? Communicators from state networks, university, and community licensees share what they’ve learned along the way in creating successful e-marketing programs.
9:00 am	Production Funding Opportunities LInCS (Local Independents Collaborating with Stations) from the Independent Television Service provides matching funds up to $ 100K for programs produced by independents and PTV stations working together. Come learn more about this unique funding initiative.

11:00 am	What Foundation Officers Want Foundation funding is more important than ever for public television. Foundations have always been an important source for project funding, but increasingly they are being tapped for capital and endowment contributions, and even operating funds. This is not a matchmaking or proposal writing session. This is an opportunity for public television grant seekers and foundation grant makers to have a frank conversation – separate from any specific “ask”.
11:00 am	Partnerships Clinic / Coalition Building Partnerships, collaborations, coalitions within our communities are important to PTV outreach and PI people. Joining forces creates resources for our stations, and raises public awareness that we are MORE THAN A BROADCAST SIGNAL. This session will offer suggestions on how to establish and sustain healthy partnerships, and with whom.
11:00 am	Building Successful Staff Development How can public TV stations provide job-embedded professional development to teachers and administrators? Join Annenberg/CPB, KET, and KERA to learn how they are working with teachers, administrators, and departments of education to improve teaching skills and impact student learning.
11:00 am	Why Do Over-the-Air? General managers Ted Garcia (KNME/Albuquerque) and Peter Morrill (Idaho Public Broadcasting) explore specific opportunities for your transmitters.
11:00 am	R-U-Ready for Some Football? Are you interested in adding sports-related programming to your station’s lineup? Are you wondering where to start? Hear how airing local sporting events can make a difference in your station’s bottom line.
11:00 am	APTS National Carriage Negotiations Briefing Join John, Lonna, and Mark for the absolute latest word.
11:00 am	"Four-on-Two": Q & A with PBS and Station Programmers Come hear four program managers ask PBS programmers what direction the NPS schedule is going and what we as a system can do to help steer the mothership.
11:00 am	Show Us Your Best Calling all producers! Show your best work. See your peer’s best work. This screening and discussion session is an opportunity to view the work of other producers and discuss the “how” and “why” of the projects.
11:00 am	Codec? What's a Codec? A Technophobe's Guide to Digital Media This non-technical session will reveal the meaning of words like codec, bandwidth, pixel, bit rate, MPEG, and why they are important to you in providing educational services. By the end of this session, you will have the knowledge and understanding you need to explain these things to others.
2:30 pm	New Models & New Messages How can you turn your community outreach into key message points for your many stakeholders? How can you tell a compelling story about meeting the needs of your community, particularly beyond the broadcast? This session will highlight the ways stations are using the power of public television to educate, involve, and inspire change. We will then explore how to turn these unique public media services into a compelling case of for your legislators, funders, and viewers.
2:30 pm	The DTV Transition: A Washington Update This session will be led by James M. Burger, a member of the law firm of Dow, Lohnes & Albertson specializing in representation of technology companies on intellectual property, communication, and government policy matters. He will offer a review of recent government DTV activities examining such “help” as the Chairman’s implementation of his DTV plan including mandatory DTV Tuners, the “Feree Plan” (interpretation to the Balanced Budget Amendment (end of analog), the DTV Periodic Review, the Broadcast Flag, Must Carry, and the Cable Plug and Play Agreement, as well as Congressional Policy Efforts.
2:30 pm	Outsourcing: It's NOT About Headcount Historically, little public broadcasting work has been outsourced. Most of the jobs inside a PTV station are highly specialized but changing work patterns and telecommunications improvements are opening outsourcing opportunities for public broadcasters. Come to this session and see specific examples of successfully outsourced station functions. Learn how stations made…and make…outsource decisions and understand why “it’s not about the headcount, it’s about improved and expanded services.”
2:30 pm	Leadership in a Digital World Are you an analog leader in the digital world? Stations attending the 2004 PBS Technology Conference were intrigued with Sidney Harman’s observation that the digital environment requires different approaches to organization, management, and leadership. Come hear from colleagues who are trying to create coherence among the new digital tools, the way their organizations are structured, and how the work gets done.
2:30 pm	The Future of Pledge Virtual. Transactional. Overnight. Mini-drive. We’ve come a long way in the past five years! Where is the concept of a “pledge drive” going? What role does the programmer play? With expenses ever increasing, is pledge purely a bottom line-driven exercise? What is the balance between virtual and live? Can we pledge the “regular” schedule and survive? An interdisciplinary panel of station experts examine how we got here and where we could be going
2:30 pm	Viewer Guides in the Digital Age What can we still learn about viewer guides? With digital broadcasting and multicasting, we’re faced with the challenges of how to communicate more than one schedule. Does print still have value? Is online the way to go? Let’s talk about what viewer guides are and CAN BE, and look at new research about how members are REALLY using these publications.
2:30 pm	*Show Us What You Are Really* Doing** A companion to “Show Us Your Best“, this screening and discussion session considers “run of schedule” local productions that may not be “the best” but which form the backbone of stations’ community service. The discussion will focus on efficient methods and effective responses to limited time or resources. Bring your imagination and best ideas, and be ready to share.
2:30 pm	DEAS: What Is It? APTS Updates its Homeland Security Pilot The Department of Homeland Security, FEMA, and APTS have launched a 6-month pilot to demonstrate how the government can improve public alerts and warnings during times of national crisis through the use of local public television's digital television broadcasts.
2:30 pm	Leadership in a Digital World Are you an analog leader in a digital world? People who attended the 2004 PBS Technology Conference were intrigued by Sidney Harmon's observation that the digital environment requires different approaches to organization, management, and leadership. Come hear from colleagues who are creating coherence among the new digital tools, the way their organizations are structured, and how the work gets done.
4:00 pm	PTFP Briefing Do you know how to prepare a PTFP application and respond to the evaluation critera? Come to this briefing and learn how, and get an in-depth look at the FY 2005 changes. There will also be an opportunity for you to discuss individual projects.


	Tuesday January 25
10:00 am	Education Council (CIC) Meeting Representatives from the NETA Center for Instructional Communication (CIC) convene informally to discuss professional development and other projects ahead in 2005. Come share your thoughts on how this council can serve you best.

10:00 am	The Good Old GIRLS Club: Networks and Negotiations You’ve heard of the “good old boys” club. Now it’s time for the good old Girls club. Discover the important role networks play in our personal and professional development and put your current network to the test. Bonus: Learn techniques that get your work recognized and rewarded without boasting or begging.
10:00 am	APTS Update John Lawson, president and CEO of APTS, will provide his perspective on the issues – and opportunities – facing public television with the new Congress.
10:00 am	Metadata: What Do I Care? How Do I "Do" It? The richness of an archive doesn’t matter if you can’t find anything. Current methods require that everyone involved in production have a grasp of the general principles of archiving and visual research. This session will provide a general overview, and then focus on the newly published PBCore metadata dictionary, how it can be used in a station setting, and how it works within existing systems such as ProTrack.
10:00 am	Underwriting Sales Management Underwriting sales is like no other function of a public television station. This session is about how to structure, manage, and lead this critical element of your staff. The presentation will include insights from commercial radio sales, as well as the best practices from public TV and public radio sales.
10:00 am	VOD: It's a New World It’s new, it’s hot, and people love it. Video On Demand is radically changing how – and when – people watch programs. What is the role of a station and programmer in this new landscape? What are the benefits? Downsides? How will VOD affect both underwriting and pledge?
10:00 am	IT/Network Security This overview includes tape vs. hard drives; the transition from linear to non-linear access and play-out; standard gigabit ethernet networks as interconnect; file transfer and delivery protocols including IP multicasting for NGIS and datacasting, and much, much more. Come prepared to take notes and ask questions.
2:00 pm	Outreach Council Meeting We all have something in common, whether or not your station does Outreach with a capital “O”…we’re looking for more support, more answers, more money, more time, more stuff. The NETA Outreach Council can help (no, we haven’t discovered a way to halt time but can help with ideas to use your time more efficiently) with professional development, networking, even a door prize or two.
2:00 pm	Leading Change: From Resistance to Commitment Digital technology, the Major Giving Initiative, and the growing shift to a service model are just a few of the seismic changes underway in PTV. The biggest threat to the success of these efforts isn't lack of agreement or too few resources, it's our natural resistance to change. Learn how to turn resistance to commitment before it derails your station's mission-critical change initiatives.
2:00 pm	CPB Research Study What do we know about our audiences? Do we know how they use our services? Which of our services are perecived as most valuable? If we knew more about audience attitudes, could we allocate our resources more effectively? Recent research, sponsored by CPB, has yielded a treasure trove of findings from member samples. Get the good news and actionable insight.
2:00 pm	Production Council Meeting Join your production colleagues for a meeting of the NETA Production Council, the special interest group for all production professionals at NETA member stations. This meeting will include a special presentation on INPUT, the international public television screening event.
2:00 pm	Advertising: So Many Choices, So Few $$ With advertising dollars shrinking and the television market getting more crowded by the day, this session will explain how to make a media plan that will give you the most impact. There are a lot of smart ideas just waiting to go home with you from this session.
2:00 pm	Underwriting Credits Part I: Background Though the FCC has raised the stakes on violations, its stance is often unclear. Industry guidelines continue to shift. This session will include an overview of current FCC thinking on underwriting credits presented by Washington attorney John Crigler, and an overview of PBS guidelines presented by key PBS staffer Marcia Diamond.
2:00 pm	NETA Outreach Council Meeting Whether your station does Outreach with a capital "O" or not, we all have something in common. We are looking for more support, more answers, more money, more time, and more stuff. This council of outreach professionals can help. (No, they haven't discovered a way to halt time, but they can provide ideas on how to spend your time more efficiently.) Come for professional development, networking, and even a door prize or two.
2:00 pm	Building an Interactive Early Childhood Program Bark Park Place is a children's literacy initiative that utilizes the interactive features of digital technologies to enhance the traditional Read Aloud experience. Targeted to ages 3-8, the two multimedia interactive pilots allow children to select hearing, reading, and watching anillustrated story told in English, Spanish, or American Sign Language (ASL.) This exciting project is based on the latest brain research findings, and includes a formative evaluation plan.

3:45 pm	*Four Must-Have* Resources!** This session will showcase four successful projects that have system-wide application. Would you like to have a turn-key After School service? How about finding great resources for reading, the arts, and super Websites to link to? Please join us to discuss the best in Web-resource development within our own PTV community.
3:45 pm
3:45 pm	Digital and Beyond Come hear from your colleagues who are implementing innovative and groundbreaking uses of emerging technologies. Learn about how they are using new digital capacity to serve their communities. Participate in Q&A and explore new ideas for your community.
3:45 pm	PTPA's Programmers Tell All / Bonfire They were chosen the cream of the crop by PTPA in 2004! Now hear programming strategies and philosophies from PTPA Programmer of the Year Diane Lucas and Golden Grid winners Ron Pisaneschi and Gillian Gonda. While you're here, pitch your best and worst ideas into the annual Programming Bonfire.
3:45 pm	Underwriting Credits Part II: Clinic This session, a continuation of “Underwriting Credits: Part I, Background,” will be a discussion of specific credits, some selected by the session presenters but most suggested by attendees.
3:45 pm	Keeping Morale Up in Down Times Budget cuts, staff reductions…is there a good way to communicate bad news within your station? The Communication Council meets to get some first-hand advice, and to introduce the new members of the council committee.
3:45 pm	Let's Put This Show on the Road! South Carolina ETV, a statewide network, uses the ETV Roadshow to raise the network’s profile, to attract new audiences, and to strengthen corporate relationships Each Roadshow is a multiday set of live/on-site events, broadcast via all three of the network’s media (TV, radio, online), and augmented by schedule stunts that extend the life of the network’s deep archive of previously produced programming. The model is adaptable and scaleable. See elements of Roadshow episodes and explore the goals, methods, and lessons of this continuing project.
3:45 pm	NGIS Update - It's Real Now! The changeover deadline is close. There's new clarity on congressional funding. NOW is the time to learn how the next generation "plumbing" will work and what it will for all of us. Meet the leaders of the interconnection replacement project.
	Wednesday January 26
8:30 am	21st Century Skills: The Increasing Role of Media in the Nation's Classrooms This session will address educational hot topics, including media literacy, video-on-demand services and a school to home literacy and technology initiative. Learn how to help educators understand what media literacy is, and how teachers are helping students become more critical thinkers and viewers. Discover how to make students more successful through the Partnership for the 21st Century Learning Initiative. Additionally, discover how SCETV is incorporating a streaming service in K-12 classrooms and how students are improving their skills through the PTV Bridges Project.
8:30 am	Is Your Schedule "Working for the Weekend?" With the increase in “look-alike” cable channels, audiences for many traditional PTV shows and genres are diminishing. What can be done to reverse the trend? Will better programs prevail in the end? What can be done to promote a strong how-to line-up? Are there other ways to be spending the weekend? Hear about TRAC Media’s Saturday Initiative as well as local programmers' success stories..
8:30 am	Developing a Strategic Plan You wouldn’t go on a trip without a road map, would you? With strategic planning, you set a destination and define your program of work to get there while giving flexibility to take advantage of opportunities and needs (allowing you to veer off course and see the “World’s Largest Ball of Twine,” if you like).
8:30 am	Major Giving Initiative Update Early in 2004, with a McKinsey and Company study pointing the way, CPB launched the Public Television Major Giving Initiative. The goal was to increase station capacity to secure major gifts. So many licensees saw the potential that the project was nearly oversubscribed. This session is a review of progress to date, presented by Initiative leader Robert Altman.
8:30 am	Communicating HD and DTV Gone digital or getting ready to go at last? Confused about how to communicate your digital broadcast and your HD channel? This session will look at communication tactics and promotion plans employed by stations with digital channels. What has worked? What hasn’t? And how do you explain digital television to your public, if you really don’t understand it yourself? This one’s for you.
8:30 am	Music and Other Clearances Two trends have converged and dramatically increased the complexity of rights clearances for local station productions. First, very few “programs” are used only for local public television broadcast. All those “alternate distribution channels” may increase reach and impact, but each requires its own set of clearances. And second, more accessible archives and improved search methods have increased the acquired rather than locally-produced program elements. Unfortunately, ease of access is not always matched by ease of clearance.
8:30 am	APTS National Cable Carriage Learn the ins and outs of negotiating cable carriage in the multicasting environment.
10:30 am	Media Exchange Format (MXF): Interchange for the Common Server As we come to depend more and more upon the exchange of video files between stations and networks, a group of forward-thinking companies have developed a common standard that will allow us to trade files across proprietary formats! Demonstrated at NAB, the MXF format holds great promise for the present and the future.
10:30 am	Why You Should Distribute Through NETA Fifteen great reasons why you should use NETA for national distribution of your productions. Bob, Maryanne, and Gayle tell all.
10:30 am	Applying FISH to Your Projects Let’s GO FISH! Play! Be There! Make Their Day! Choose your attitude. Learn to apply the FISH Principle to energize your work, partnership, and co-workers. We’ll even toss some fish ourselves.
10:30 am	FCC Public File: Specifics and Implications The FCC public file can seem like low priority “administrivia” …until renewal time. The Commission’s new posture on the public file requires that it be constantly maintained, not simply cleaned up at renewal time. This session will review the specific requirements, but will focus on the on-going procedures a licensee must follow to maintain its file.
10:30 am	DVD Authoring DVD is not just a smaller/cheaper substitute for videotape. Instead, DVD is a new recording medium, with unique capabilities and new challenges. This session is a flyover of DVD production. It will include a discussion of DVD production tools and a description of proven project management methods for DVD products.
10:30 am	Advocacy for Change: PTV's Role in K-12 Education This session will provide public television professionals with a better understanding of the technological and instructional needs of the schools they serve. It will focus on the changing needs of teachers and students, and provide insight into how PTV can create new opportunities to improve teaching and learning.
10:30 am	Operational Impacts of PBS Changes PBS is implementing sweeping changes to support the ingestion of program content and subsequent distribution of metadata and media to member stations. Many of these changes are in preparation for the file-based distribution currently anticipated in the Next Generation Interconnection System (NGIS). These changes will have a direct impact on your operations in programming, traffic, engineering, and master control. Come learn more now about the new ways of conducting everyday operations.

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