Plans for KVCR >> KVCR Program Review

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KVCR Program Review
Larry R. Ciecalone

Version: 16
Group: 2010 - 2011
Type: District Program Review
Last Modified On: 7/6/2011 12:39:37 PM
Last Modified By: 0583548
State: Submitted (Finalized)
State By: 0583548


1. Mission

  1. Assume the reader knows nothing about your unit. Please describe concisely its mission.

KVCR's mission is to be the cultural, educational, informational and communication center of the Inland Empire.

2. Description

  1. Please describe concisely the following characteristics of your unit. Feel free to use both narrative and quantitative information.
    1. Purpose
    2. Functions or services
    3. Clientele(s)
    4. Value of your services to the clientele(s), the Colleges, and the District
    5. Organizational structure and number of personnel by function
    6. Annual budget by object code for the last three years
    7. Hours of operation, location, and other pertinent service characteristics
    8. Significant changes, if any, since the last program review

i. The purpose of KVCR is to acquire, produce and disseminate educational, informational and cultural content via all platforms, TV, Radio, Satellite, Internet, etc. KVCR is the only locally-owned public television and radio broadcaster that serves the communities of the Inland Empire and Desert Cities. KVCR serves the greater Los Angeles area and the Inland Empire region of Southern California including the Coachella Valley, High Desert, and Mountain Communities and is the Inland Empire’s only dual licensee public radio and television station. The station is a non-profit organization, which has served the community for more than half a century. Its PBS member stations include KVCR-DT and its multiple program streams on digital channel 24 in Riverside-San Bernardino, K09XW on channel 9 and KJHP-LP channel 18 serving the Coachella Valley. Its NPR member station operates on 91.9 FM in Riverside-San Bernardino and 89.1 in Hesperia. 

ii. KVCR is comprised of KVCR 91.9 FM and 89.1 FM, KVCR TV on 24.1, 24.2, 24.3 and 24.4. In addition, we provide two TV channels of service in the Coachella Valley. KVCR TV is available to viewers on cable, satellite, telco, broadcast. KVCR provides news and information on 91.9 and 89.1 using local content, NPR, PRI and APM. KVCR TV provides local programming, PBS, APT and NETA. KVCR is launching FNX: First Nations Experience channel. It is the first of its kind in the country.

iii. KVCR serves the students, faculty, staff and administration of the San Bernardino Community College District, Crafton Hills College and San Bernardino Valley College as well as the citizens of the Greater Los Angeles area with a primary focus on the Inland Empire and the Coachella Valley.

iv. KVCR provides TV and radio training opportunities for students in the RTVF program or any other students at both Crafton and Valley. Students get hands-on training with state-of-the-art technology and have the opportunity to work with our professional staff in production, engineering, marketing and other areas. In addition, KVCR broadcasts information about events and activities on both campuses and the district operations in the form of news and public service announcements.

v. KVCR is overseen by the President of KVCR along with a four member management team and staffed by 20 classified employees of which three of the managers and five classified staff are paid by the foundation. The KVCR Educational Foundation, Inc. is a nonprofit public benefit corporation organized under the Nonprofit Public Benefit Corporation Law, the Implementing Regulations of the San Bernardino Community College District, and the Master Agreement of the San Bernardino Community College District. The purpose of the Foundation is to be an auxiliary organization of the San Bernardino Community College District, subject to applicable provisions of the California Educational Code and Title V of the California Administrations Code. The primary mission of the Foundation is to meet the funding requirements of KVCR, a wholly-owned broadcasting affiliate of the San Bernardino Community College District. Administration by the Auxiliary of the functions and activities of the stations, instead of administration by the district, is deemed to be more effective in accomplishing functions and activities than would be possible under the District’s budgetary, purchasing, and other fiscal procedures.

vi. KVCR Budgets: FY08 - Total = $8,728,194 / District = $2,783,345 (32% of the budget); FY09 -  Total = $7,622,708 / District = $1,807,741 (23% of the budget); FY10 - Total = $10,012,254 / District = 1,652,758 (17% of the budget); FY11 - Total = $9,174,072 / District = $1,472,152 (16% of the budget)

vii. KVCR resides on the campus of Valley College on the southwest corner behind the business building.  KVCR is a 24/7/365 operation with office hours from 8:00 a.m. to 5:00 p.m.

viii. This is the first program review for KVCR.

3. Outcomes and Other Measures of Effectiveness

  1. Identify at least one essential measure of effectiveness for each major operation of the unit. (See Effectiveness Measurement Guidelines and Examples.)
  2. Include at least one baseline measure or measure of progress on a well-defined outcome.
  3. Include at least one measure showing effectiveness in responding to the Colleges’ needs.
  4. For each measure, identify the assessment method you used.
  5. Please summarize the results of the measures you have applied. If results showing trends over time are available, please report them.

a.  TV - Nielsen Ratings.  Radio - Arbitron Ratings.

b.  This is the baseline year with 850,000 viewers and 7,000 listeners.

c.  Number of students enrolled in RTVF program. The new facility will enhance the RTVF program and enrich student experience.

d.  Monitor quarterly ratings from Nielsen and Arbitron.

e.  This is the first year of the program review.

4. External Opportunities and Challenges

  1. Describe any external opportunities that might lead to unit improvement over the next three to five years.
  2. Describe any external challenges (e.g., legal requirements, budgetary constraints) that might limit operations or improvement over the next three to five years.

a.  KVCR BEACoN Project - The vision for the BEACoN project is to build a unique instructionally based collaboration and partnership with area K12 districts, Community Colleges, Universities, non-profits and the business sector. BEACoN stands for Business, Education, Arts, Communications and Non-profits. The primary plank that makes this work is the education component. This project will greatly benefit and enhance the learning opportunities for students from 10th grade through a Masters Degree. Using the KVCR Innovation Centre as the hub, partners will create an educational environment that equips students, many of whom are first in their families to attend college, to be conversant with technology and media in all disciplines and across all technological platforms providing educational opportunities at all levels, producing content to be used on all platforms that now exist and those developed in the future. We know that in this ever-shifting world of technology, the only sure thing is the insatiable appetite for new content. The students will create content to serve communities in the area, giving communications students practical experience and showcase the broad opportunities available in the area. The programming will be available to more than 5 million households in Riverside and San Bernardino counties including Palm Springs region. (Potential to reach 18 million people signal wide with the inclusion of Los Angeles and Orange counties)

b.  Budgetary restrictions limit expansion but in the current economic climate most operations are in survival mode.  When challenges occur, we look for the opportunities.

5. Analysis and Evaluation

  1. Analyze the implications of the assessment results and external factors for your unit.
  2. In light of your analysis, what are your unit’s main strengths?
  3. In light of your analysis, what are your unit’s main weaknesses?

a.  TBD

b.  Visionary, collaborative and adept at partnering.

c.  Shortage of both staff and funds.

6. Three-to-Five Year Vision

  1. Describe your unit as you would like it to be three to five years from now.

a.  1. Reduce or eliminate reliance upon funds from the district.

2. The new First Nation Experience (FNX) channel will launch locally, nationally and internationally. FNX is a 24/7 multi-platform digital media experience dedicated as an outlet for American Indians to express and share their experience with authenticity and accuracy. FNX is a cross-cultural bridge to voices from other indigenous societies as well as the general public that share common values and interests.

3. The BEACoN project will be fully developed in the Inland Empire and the Coachella Valley. The vision for the BEACoN project is to build a unique instructionally based collaboration and partnership with area K12 districts, Community Colleges, Universities, non-profits and the business sector. BEACoN stands for Business, Education, Arts, Communications and Non-profits.

4. The emergency services project will be fully operational. KVCR FM/TV proposes that the digital communication technology now in place at KVCR be utilized by the Counties to enhance existing plans and processes for public safety and emergency preparedness in Riverside and San Bernardino Counties. Properly planned and implemented, it will increase the probability and ensure essential services needed in times of disaster, for all residents in the Counties. The Counties have agencies with plans for Disaster response and management. KVCR brings to the table communications expertise and infrastructure that will significantly enhance the ability of public safety officials and the public at large to manage the disaster in ways not available here-to-fore. We are prepared to provide key station personnel to work with County officials and programs to determine how digital technology and the expanded broadcast capacity can best be used to help accomplish their respective missions.

5. Increase the KVCR Annual budget from $8.5 million to $15 million - $25 million. This would afford the station to support the FNX channel, add news as well as additional services including customer service, fundraising and outreach.

6. Increase the KVCR staff from 30 to 150. A staff of this size would provide the necessary manpower to support the FNX channel, local news on KVCR, Major Gifts, Mid-Level Giving, additional customer service and outreach activities.

7. Phase two of building expansion to approximately 65,000 square feet. As the FNX channel expands additional space will be needed to house a larger staff.

7. Impact on the Colleges and the District

  1. Describe the most significant relationships with other District operations and College operations.
    1. What major impact does your unit have on them?
    2. .What major impact do they have on your unit?
  2. How do your mission, vision, and goals contribute to the Board Imperatives and the District and/or College mission, vision, strategic directions, and/or goals?

a. KVCR provides three primary functions for the colleges and the district:

1. A learning lab for students to work in a state-of-the-art facility with hands-on training in both TV and radio. KVCR has now expanded its role in hands-on training via the RTVF program. Allowing students the opportunity to receive hands-on experience with a real television and/or radio station is priceless for students. If students are willing to spend time in our studios, they will observe a different experience not seen in the classroom. The KVCR studios can present the situation of being "LIVE" which adds another element of broadcasting. It also allows students to add more to their young resume.

2. Provides a broadcast outlet on both television and radio to reach the general public, which touches more than 1.2 million people each month. Marketing, public service, special events, etc. are communicated on a daily basis. This is a terrific opportunity for the district and colleges to reach the general public to share their messages of enrollment, special programs, college activities and college fundraisers. This is valuable asset KVCR brings to the district. For the seventh year in a row according to the Roper Poll, PBS (therefore KVCR) is the most trusted organization, considered an exceptional value (2nd only to the military), is considered fair, and the leader in addressing important issues. For this reason many companies nationally and locally align themselves with PBS and NPR. Here in our region, nearby colleges and universities spend thousands of dollars with KVCR to reach our audience. They understand the value of PBS and NPR and the brand associated with both entities. Our greatest impact provides the district and colleges the opportunity to keep their name out in the community with every "on-air" message. The "San Bernardino Community College District", "San Bernardino Valley College" and "Crafton Hills College" name can be heard for miles throughout Southern California with two slightly different audiences, the PBS and NPR audiences.

3. Provides educational programming made available to faculty and students in the classroom and at home. This year, KVCR has created an additional resource for faculty and students. Each semester KVCR will send emails to faculty if KVCR is broadcasting a program that may be valuable to the class curriculum. Thus far KVCR has received positive feed back from many faculty members, and who have requested the notifications keeping coming. The resources have served courses taught in Anthropology, Art, Astronomy, Biology, Child Development, English, Geology, History, Human Services, Music, Religious Studies, Physical Education, Political Science, Psychology, Sociology and Theatre Arts. KVCR has something for everyone!

i.  As technology has changed and Distance Education migrated from TV to the web, which is a true benefit for students, but it omitted a large contribution that KVCR once provided to the campuses' enrollment. 

ii.  The campuses have a major impact upon the success of not only the RTVF program, but also the BEACoN Project and the Communications Career Academy. District operations and procedures impede our ability to move quickly and cost effectively in providing functions and activities. The district can impede the potential of recruiting and hiring and retention of staff.  These are two of the greatest impacts on the function of KVCR.

8. Other Pertinent Information

  1. Include here any other information you regard as necessary for a full understanding of your unit.

The KVCR Foundation: The Auxiliary's function is to raise and/or receive gifts, property, and funds to be used for the benefit of the District's television and radio stations (KVCR-TV/FM). In turn, KVCR-TV/FM shall use the gifts, property and funds raised and/or received by the Auxiliary for supportive services and specialized programs for the benefit of the District stations, including the following:

  1. To extend and improve the District's contact with the members of the communities of San Bernardino and Riverside;
  2. To improve services to the communities served by the District such as local television and radio programming and national television programming with a cultural and/or educational character;
  3. To provide media-related educational opportunities to the District's students, such as internships with KVCR-TV/FM.

KVCR is a unique operation in that it serves the district, CHC and Valley, but also the entire Greater Los Angeles area consisting of more than 18 million people.  Because the bulk of our funding comes from non-district sources, we are able to provide opportunities to our students and messaging to the public that would be difficult or impossible for an educational entity to access without a TV and Radio Station.  KVCR creates a synergy by blending district funded operations with non-district funded operations keeping our cost of doing business way down.  KVCR also helps provide training to students to launch their careers in the media.  We also hire many of the students that come to us from the RTVF program at Valley.

9. Goals, Objectives, Action Plans, and Resource Requests

  1. Goals (with priority rank) over the next three years
  2. Objectives (with priority rank) under each Goal
  3. Principal Activities under each Objective, if available
  4. Timeline for completion of each Activity or Objective
  5. Person responsible for ensuring completion of each Activity or Objective
  6. Progress on or achievement of a given Goal or Objective does not necessarily require additional resources. For Goals and Objectives that do require resources, enter the following information:
    1. Resources required to achieve Goals and Objectives over the next three years, with description and rationale for each
    2. Identification of associated Goals or Objectives
    3. Type of Resource
      1. Expenditure Category
      2. One-time/Ongoing
    4. Estimated annual cost (or savings) for the next three years
  • 1 - Goal - Ratings

    Goal: Increase Ratings on TV

    Goal will show an increase in ratings and thus total audience from 850,000 to 950,000, an 11% increase.

    Action Steps:

    1. Assess national program offerings within budget that are likely to draw the largest audiences (KVCR Program Manager)

    2. Assess local needs and issues to address with local programs (KVCR Program Manager)

    3. Work with KOCE and KLCS to develop complementary program and promotion schedules in order to assist viewers in finding programs they enjoy on one of the three PBS stations (KVCR TV Station Manager and Program Manager)

    Priority Rank:
    • 1.1 - Objective - Larry Ciecalone

      Action Steps:

      1. Assess national program offerings within budget that are likely to draw the largest audience (KVCR Program Manager)
      2. Assess local needs and issues to address with local programs (KVCR Program Manager)
      3. Work with KOCE and KLCS (Southern California PBS Stations) to develop complemtary program and promotion schedules in order to assist viewers in finding programs they enjoy on one of the three PBS stations (KVCR-TV Station Manager & Program Manager)
      Priority Rank:
      Start Date:
      End Date:
      Responsible Person:
      Larry Ciecalone
      Strategic Direction:
      Impact Type:
      -- Pick One --
      Institutional Learning Outcome:
      Not Applicable
      Resource Requests:
      • 1.1.r1 - Larry Ciecalone

        No additional resources are nesessary. Success with this goal should translate into additional members and underwrting revenue.

        Resource Type:
        Expenditure Category:

10. Progress Report on Last Cycle's Goals, Objectives, and Actions

  1. Estimate progress to date on each of the last cycle’s Goals, Objectives, and Activities.
  2. Any uncompleted Goals, Objectives, and Activities that are still important should appear in the Goals, Objectives, and Action Plans section above.

DNA - this is the first review.

11. Process and Participants

  1. Describe briefly the main steps of the process that produced this report.
  2. List the name and function of each participant in that process.
  3. Include as many members of the unit as possible in the preparation and/or review of this document. It should not be the product of the manager alone or of a small proportion of unit members.
  4. Describe the plan for future assessment cycles, particularly if not all measures were applied in current cycle.

a. Reviewed plans such as mission statement, visions, BEACoN, Nielsen and Arbitron ratings, programming, etc.

b. Larry  R. Ciecalone-President; Kenn Couch-TV Station Manager; Ben Holland-Program Manager; Lillian Vasquez-Marketing Coordinator

c. Participants will include management and lead staff from KVCR.

d. Plan will be assessed annually.

12. Supporting Documents