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Elsewhere

SHARING BEST PRACTICE THROUGH TV

In a novel use of broadcast TV as a primary communication channel for the public sector, the Scottish health service's Centre for Change and Innovation is using Information TV (http://www.information.tv) on the Sky platform to broadcast a 30-minute pilot programme, 'Changing.for a healthier Scotland'. Frontline staff and patients talk about simple but far-reaching changes in the Scottish NHS.

The programme, showing three times a week for the next four weeks on Sky Digital Channel 588, aims to highlight innovative best practice, with examples which could be relatively easily adopted elsewhere. Viewers' reactions and feedback are sought. For more see: http://cci.scot.nhs.uk.

Democracy Now Airs in Pittsburgh

Democracy Now is aired at 10:00 am on WRCT 88.3. We'll continue to present the show on Mondays and Fridays at 10:00 am (only 2 days per week). The 10:00 am slot is available most of the other week days in the WRCT schedule, but we don't have the manpower to put the show on.

There's a good chance that in the fall we can get the show on for the full five days, possible at 8am or 9am, or both.

For more information contact Danny.

Pittsburgh's Cable Television

Marketing

The nature of public access TV is to NOT market. The host organization has priorities and narrow grounds beyond marketing. However, other organizations could make the marketing work for PCTV as a renegade, networking and free-flowing outlet. Word of mouth advertising is the best type of marketing, and these efforts can give us something else to inject into our conversations.

Casual, non-sophisticated marketing can work in a village. Its application is organic, however it is complex in its evolution and its deliberate planning.

Possible Messages

Don't watch TV, make TV.

Confluence

Just as Pittsburgh is at the confluence of rivers, this effort can be a confluence of TV, internet, community and special events. The blending and mixing of the various media elements and mediums is exciting.

Brand Building

Building a brand is expensive, given typical advertising agencies and marketing budgets. This area can build the brand without cash and with goodwill. Organizing the support and providing a grab bag of tricks and assets can help.

Sticking Point: Reach

PCTV reaches the citizens within the limits of the City of Pittsburgh. An outreach network needs to be built to expand beyond these tight limits for more effective viewership and informed society.