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2013 - 2014 KVCR District Program Review
Alfredo Cruz
Alfredo Cruz

Version: 10
Group: 2013 - 2014
Type: District Program Review
Last Modified On: 2/19/2014 1:14:55 PM
Last Modified By: Alfredo Cruz
State: Submitted (Finalized)
State By: Alfredo Cruz

Instructions

1. Mission

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

KVCR is the radio and television service of the San Bernardino Community College District. The radio station (91.9 FM) has been on the air for over 60 years, and the television station (Ch 24) has been on the air over 50 years. KVCR has a deep-rooted heritage and presence in the Inland region. CH24 is the only television outlet based in the Inland Empire. In 2011, in conjunction with Founding Parnters, The San Manuel Band of Mission Indians, KVCR launched First Nations Experience, or FNX, the first and only national television network dedicated to Native American and World Indigenous content. FNX is carried across America on affiliate stations from Alaska to Chicago. After the 2009 Digital Television Conversion, KVCR -TV how has 4 broadcast channels - one of which is FNX - that offer specific programming targeted to our region.

KVCR's mission is to be the cultural, educational, informational and communication center of the Inland Empire. KVCR is committed to accurately representing the rich diversity of our community. As a "college-based" broadcast entity, KVCR is also committed to providing a professionl learning experience for students - from all regions - who want to train and work in the media world, including all aspects of production in TV, Radio, Broadband, Internet, social media and other media support services including administration, animation, graphics, marketing and member services.

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 501(c)3 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, and broadcast. KVCR provides news and information on 91.9 and 89.1 using local content and programming from National Public Radio (NPR), Public Radio International (PRI) and American Public Media (APM). KVCR TV provides local programming as well as content from Public Broadcast Service (PBS), Amereican Public Television (APT) and National Educational Telecommunications Association (NETA). In September 2011, KVCR launched FNX: First Nations Experience Channel/Network. It is the first televsion channel/network in the country dedicated to Native American and World Indigenous programming content. FNX is quickly growing and is now carried in several markets across America from Alaska to Chicago.

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. Increasingly, KVCR is recommitting itself to accurately reflecting the rich diversity of our region through content that is propotionately representative of our communities.

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, public service announcements and feature pieces ranging in time from one to three minutes.

v. KVCR/FNX is overseen by the General Manager who works with a 10-member management and leadership team to guide the station. The organization currently has 18 Classified Employees, 2 Academic/Temporary workers, and 14 Professional Experts/Short-term Subsititutes. 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, was originally deemed to be more effective in accomplishing functions and activities than would be possible under the District’s budgetary, purchasing, and other fiscal procedures. However, last year, the District assumed responsibility and control of all fiscal procedures, processes and functions. KVCR General Manager is working closely with District Administrators to identify and put into place a more functional, feasable and effective operational model.

vi. FY 11-12 Budget: $3,764,470
    FY 12-13 Budget: $8,325,106
    FY 13-14 Budget: $6,292,244

    For additional details, see supporting document: KVCR 2013-2013 Pgm Review support doc Q2a-vi.docx

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

viii. A permanent KVCR General Manager, Alfredo Cruz, has been appointed since the last program review. Cruz has demonstrated an impressive level of leadership and has made significant strides in ethically and responsibly guiding the station toward sustainablility.

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. For more details, please see support document: KVCR 2013-2014 Pgm Review support doc Q3.pptx

b.  Significant growth has occured for both TV and FM radio since last Program Review. TV revenue is up 33% from last year; Radio revuenue is up 29% from last year. Between Fall 2012 and Fall 2013, average quarter hour listeners to radio increased from 1200 to 2600 people. Weekly listeners during the same period grew from 56,000 to over 75,000 people. Over the past 7 years, KVCR/TV is the only PBS station in the LA market to register an increase in viewership. All three other stations are experiencing steep audience declines. Only KVCR is growing. See support document for more details: KVCR 2013-2014 Pgm Review support doc Q3.pptx

c.  KVCR has strengthen its relationship with and increased its participation with the RTVF program in providing academic support. KVCR personnel are now making themselves more available than ever before and have been included as a regular part of the curriculum for several classes. KVCR staff is working with students and provides in-class instruction, professional guidance, mentoring and support. KVCR's new facility and world-class professional creative team welcome the opportunity to provide SBCCD students with a professional learning experience that will better position them to enter a competitive work environment. KVCR's internship program is also experiencing an invigorating growth spurt as our art and graphics department have formalized a training agreement with the Art Institute of San Bernardino/Riverside, training students with professional assignements in graphics, tv post production, and 3-D animation. KVCR is also forging new partnerships with media departments at UCR, La Sierra University and CSUSB.

d.  Monitor quarterly ratings from Nielsen and Arbitron, and measure revenue and membership using KVCR metrics.

e.  KVCR's positive revenue, membership and audience trends are detailed in supporting document: KVCR 2013-2014 Pgm Review support doc Q3.pptx

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 Media Academy Project - Since last report, this project has been launched. The vision to build a unique instructionally based collaboration and partnership with area K12 districts, Community Colleges, Universities, non-profits and the business sector is on track. This project benefits and enhances the learning opportunities and experiences for students at many levels from secondary/high schools up through post-grauate degrees. Using KVCR as the hub, partners have the opportunity to create an educational environment that equips students, many of whom are first in their families to attend college, with skills in technology and media in all disciplines and across platforms. Students are offered the chance to learn and work in a professional environment and produce producing cutting-edge content. For student productions that air on KVCR, programming is broadcast to close to 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). For students whose work is featured on KVCR, this is a great opportunity to start building a professional-greade portfolio that can be used for industry job applications.

b.  Budgetary restrictions and current fiscal uncertainty drastically limit growth and expansion. However, based on the impressive progress that KVCR has made in the last quarter, we are optimistic about the future.

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.  KVCR has had leadership and management issues over the last several years which have put additional stress on the organization. Recent appointment of a new General Manager in Oct. 2013, has signaled a promising new direction and business ethic that has already shown dramatic improvements. In spite of recent fiscal restrictions, KVCR has continued to show signs of growth in audience, membership, underwriting, community engagement and programming. To deny continued district support or additional funding would place an unnecessary obstacle in the stations path toward self sustainability. For addtionsl details, see supporting document:  KVCR 2013-2014 Pgm Review support doc Q3.pptx

b.  KVCR's main strength is its position and profile in the Inland Empire communities. KVCR is an institution in the region and a unique media outlet that is soley owned and operated by local instersts and is the only joint license (radio & TV) committed to the issues of our area, our community and to improving the quality of life in this region.

c.  KVCR's main weakness is the reputation with District officials due to previous management issues. New management has begun to right the station but is facing a pre-dertermined, and very agressive agressive, path toward a fiscal cliff that is now upon us. KVCR is working with district fiscal and business staff to develop efficient staffing and budget plans that will allow it to hire the additional staff necessary to properly grow and cultivate the potential revenue needed to become self-sufficent. Resolving the resources/funding and staffing shortages are instrumental in acheiving sustainability. 

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. Strengthen KVCR's self-sustainability and reduce reliance on District funding. Overall, KVCR would like to greatly increase its presence and visibility throughout Inland Empire communities by stepping up community engagement and reflecting a more accurate representation of our audience's diversity through quality programming content that is proporionately reflective of our changing demographics. KVCR wants to be identified by our audience as the "Eyes and Voice of the Inland Empire," and strengthen its reputation as the go-to television production facility in the region. 

2. KVCR's new First Nation Experience (FNX) channel launched locally in September 2011. FNX is now seen in dozens of communities throughout California, and nationally from Alaska to Chicago. Our goal is to continue to grow and establish FNX nationally and to ultimately acheive a presence and reputation comperable to that of a Discovery, Nature, Travel and History Channel. FNX is the most exciting public media programming initiative in America today. With the proper support, FNX has the potential to be the most important develoment for Native American and World Indigenous peoples in media history. Sharing experiences with authenticity and accuracy, FNX is a cross-cultural media platform that bridges voices from world Indigenous societies to a general public that promotes dignity, understanding, appreciation and shares common values and interests.

3.  Promote and establish KVCR as the go-to production facility in the Inland Empire. We can do this by developing closer ties, partnerships and working relationships with local governments, business communities and other cultural and educational institutions, resulting in greater revenue opportunities for KVCR. 

4. Increase the KVCR Annual budget from $6.2 million to $12.4 million, including the FNX budget. This would allow the station to support and grow the FNX, acquire the necessary content to strengthen its position as a national broadcast innovator, and fund more KVCR/FNX in-house productions. Increased budget will also allow us to add news programming as well as more services including customer service, fundraising, marketing and outreach.

5. Double the size of our current (aprox. 40) KVCR staff. A staff of this size would provide the necessary personnel to support KVCR FM, TV and the FNX channel. We could also increase local production initiatives, develop local news, arts and public affairs programming, and expand staff to cultivate Major Gifts, Mid-Level Giving, Underwriting, hire a Director for the KVCR Foundation, and additional customer service and community engagement activities.

6. Phase two of building expansion to approximately 65,000 square feet, or as needed, to accommodate the expansion of FNX and 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 TV, radio and motion graphic design. KVCR has now expanded its role in hands-on training via the RTVF program. Allowing students the opportunity to receive real professional hands-on work experience in television and/or radio. A new understanding of participation has been outlined for increased KVCR participation in RTVF classes. 

2. Provides an unique local broadcast outlet on both television and radio that focuses on Inland communities and touches more than 1.2 million people each month. Since new management was put in place in Oct. 2013, KVCR has refocused its commitment on communicating SBCCD activities, marketing, public service and special events of community interest on a daily basis. This opportunity for the district and colleges to reach the general public with their messages of enrollment, special programs, college activities and college fundraisers has reached new heights. This valuable asset has been enhanced in the last year with dozens of hour of sports event coverage and special productions that KVCR has contributed to district activities. For many years, the Roper Poll has deemed PBS and NPR (therefore KVCR) as the most trusted organizations, considered highly valued, fair, and leaders in addressing important issues. KVCR's provides the district and colleges the opportunity to be highly visible in the community with every "on-air" message. The "San Bernardino Community College District", "San Bernardino Valley College" and "Crafton Hills College" names can be heard for miles throughout Southern California with two audiences, PBS viewers NPR listeners.

3. Provides educational programming made available to faculty and students in the classroom and at home. KVCR has continued to be an additional resource for faculty and students. KVCR has sent emails to faculty when broadcasting a program that may be valuable to the class curriculum. KVCR has received positive feed back from many faculty and students who have apapreciated the notifications. Departments positively impacted include: Anthropology, Art, Astronomy, Biology, Child Development, English, Geology, History, Human Services, Music, Religious Studies, Physical Education, Political Science, Psychology, Sociology and Theatre Arts. 

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 Foundation's original function was to raise and/or receive gifts, property, and funds for KVCR. Over the last couple of years, however, this function has not been properly carried out. If KVCR is to attain self-sustainability, the redefinition of this Board will be a priority. An additional resources request is being made in this Program Review to hire a Foundation Director to guide and oversee the proper function of this Foundation, and help it maximize its fundraising potential. The success of this Foundation Board is an isnstumental part of KVCR's path to sustainability.

Strategic Plan: KVCR General Manager is working closely with Vice Chancellor for Fiscal Affairs, and Directo of Finance to outline the first strategic plan for KVCR and an effective staffing and budget strategy that will help guide KVCR toward self sustainability. 

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 - Hire additional staff to maximize potential revenue through on-air pledge drive, and membership services and acquisition, grant seeking, underwriting and KVCR Foundation.
    Priority Rank:
    1
  • 2 - Goal - Provide excellent community engagement and programming that accurately reflects diversity of our region.

    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:
    3
    Objectives:
    • 2.1 - Objective - Hire additional staff to achieve sustainability.
      Priority Rank:
      1
      Start Date:
      07/01/2014
      End Date:
      06/30/2016
      Responsible Person:
      Alfredo Cruz
      Strategic Direction:
      3. Resource Management for Efficiency, Effectiveness and Excellence
      Impact Type:
      District
      Resource Requests:
      • 2.1.r1 - Alfredo Cruz
        Description

        Hire Associate General Manager/COO to support General Manger in overseeing all aspects of television and radio operations, administration, programming, fundraising, membership, underwriting, marketing, public relations, station compliance and community engagement.

        Rationale

        The Associate GM will relieve the GM from daily operating demands and allow GM to focus on vision and maximizing station econimic opportunities.

        Resource Type:
        Ongoing
        Expenditure Category:
        Personnel
        First Year Cost/Savings:
        $80,000.00/$80,000.00
        Second Year Cost/Savings:
        $82,000.00/$82,000.00
        Third Year Cost/Savings:
        $84,000.00/$84,000.00
      • 2.1.r2 - Alfredo Cruz
        Description

        Hire an Associate General Manager to assist General Manger in overseeing all aspects of television and radio operations, administration, programming, fundraising, membership, underwriting, marketing, public relations, station compliance and community engagement.

        Rationale

        A significant increase in outside fundraising activities will require General Manager to delegate more oversight of day-to-day activities. Associate GM will act as a defacto Chief Operations Officer for KVCR and assit the GM with all administrative and operational responsibilities. 

        Resource Type:
        Ongoing
        Expenditure Category:
        Personnel
        First Year Cost/Savings:
        $80,000.00/$80,000.00
        Second Year Cost/Savings:
        $82,000.00/$82,000.00
        Third Year Cost/Savings:
        $86,000.00/$86,000.00
      • 2.1.r3 - Alfredo Cruz
        Description

        Director of KVCR Foundation: Senior level manager to oversee the functions and guide the activities and duties of KVCR Foundation Borad of Directors.

        Rationale

        If the KVCR Foundation is to fucntion as a true fund-raising arm of KVCR, a director needs to be appointed who will be responsible for strategizing its function and driving its goals. The Foundation's function has not been meeting its goals due to unmatched staffing needs to porpersly oversee it. 

        Resource Type:
        Ongoing
        Expenditure Category:
        Personnel
        First Year Cost/Savings:
        $75,000.00/$75,000.00
        Second Year Cost/Savings:
        $77,000.00/$77,000.00
        Third Year Cost/Savings:
        $79,000.00/$79,000.00
      • 2.1.r4 - Alfredo Cruz
        Description

        Pledge Director (Salary TBD) - Management level position to coordinate, oversee and manage all pledge drive production and activities for both, TV and radio.

        Rationale

        Pledge director is needed to oversee all of KVCR FM/TV on-air pledge drives and programming. The needs and responsibilities for organizing effective membership drive coordination has outgrown current staffing capacities. Pledge director is necessary for KVCR to reach its potential revenue generating capcity needed for self-sustainability. 

        Resource Type:
        Ongoing
        Expenditure Category:
        Personnel
        First Year Cost/Savings:
        $54,000.00/$54,000.00
        Second Year Cost/Savings:
        $56,000.00/$56,000.00
        Third Year Cost/Savings:
        $58,000.00/$58,000.00
      • 2.1.r5 - Alfredo Cruz
        Description

        Underwriting Representatives, 3 positions: Remove current cap on underwriting position and redesign it as a full time staff position. Add two additional underwriter positions to maximize potential underwriting revenue.

        Rationale

        Current position is classified as Professional Expert with limited number of work days. Salary is based on revenue generated and is capped based on revenue generated: i.e. signing a $1M contract could essentitally exhaust salary in one day. Position needs to be reclassified to provide for ongoing and limitless revenue potential. Also, currently, KVCR only has one underwriting representative who in the first 6 months of FY14 has already exceeded revenue generated in all of FY13. Increasing underwriting team to three could possibly triple underwriting revenue generated to close to $1M per year, or more. See support document: KVCR 2013-2014 Pgm Review Support doc Q3.pptx

        Resource Type:
        Ongoing
        Expenditure Category:
        Personnel
        First Year Cost/Savings:
        $60,000.00/$60,000.00
        Second Year Cost/Savings:
        $60,000.00/$60,000.00
        Third Year Cost/Savings:
        $60,000.00/$60,000.00
      • 2.1.r6 - Alfredo Cruz
        Description

        Underwriting Representative - 2nd of 3 positions. 

        Rationale

        See first listing.

        Resource Type:
        Ongoing
        Expenditure Category:
        Personnel
        First Year Cost/Savings:
        $60,000.00/$60,000.00
        Second Year Cost/Savings:
        $60,000.00/$60,000.00
        Third Year Cost/Savings:
        $60,000.00/$60,000.00
      • 2.1.r7 - Alfredo Cruz
        Description

        Underwriting Representative - 3rd of 3 positions.

        Rationale

        See first listing. 

        Resource Type:
        Ongoing
        Expenditure Category:
        Personnel
        First Year Cost/Savings:
        $60,000.00/$60,000.00
        Second Year Cost/Savings:
        $60,000.00/$60,000.00
        Third Year Cost/Savings:
        $60,000.00/$60,000.00
      Actions/Activities:
      • 2.1.a1 - Alfredo Cruz

        Raise the revenue of the station through increased listener/viewer memberships, bequests, grants, corporate sponsorships, underwriting, facilities rentals, and judicious and effecient use of available funds.

        Start Date:
        07/01/2014
        End Date:
        06/30/2020
        Responsible Person:
        Alfredo Cruz
      • 2.1.a2 - Alfredo Cruz

        Hire an Associate General Manager to assist General Manger in overseeing all aspects of television and radio operations, administration, programming, fundraising, membership, underwriting, marketing, public relations, station compliance and community engagement.

        Start Date:
        07/01/2014
        End Date:
        06/30/2016
        Responsible Person:
        Alfredo Cruz
      • 2.1.a3 - Alfredo Cruz

        Director of KVCR Foundation: Senior level manager to oversee the functions and guide the activities and duties of KVCR Foundation Borad of Directors.

        Start Date:
        07/01/2014
        End Date:
        06/30/2016
        Responsible Person:
        Alfredo Cruz
      • 2.1.a4 - Alfredo Cruz

        Pledge Director: Management level position to coordinate, oversee and manage all pledge drive production and activities for both, TV and radio.

        Start Date:
        07/01/2014
        End Date:
        06/30/2020
        Responsible Person:
        Alfredo Cruz
      • 2.1.a5 - Alfredo Cruz

        Underwriting Representatives - First of 3 positions: Remove current cap on underwriting position and redesign it as a full time staff position. Add two additional underwriter positions to maximize potential underwriting revenue.

        Start Date:
        07/01/2014
        End Date:
        06/30/2020
        Responsible Person:
        Alfredo Cruz
      • 2.1.a6 - Alfredo Cruz

        Unerwriting Representative 2nd of 3 positions.

        Start Date:
        07/01/2014
        End Date:
        06/30/2020
        Responsible Person:
        Alfredo Cruz
      • 2.1.a7 - Alfredo Cruz

        Underwriting Representative - 3rd of 3 positions. 

        Start Date:
        07/01/2014
        End Date:
        06/30/2020
        Responsible Person:
        Alfredo Cruz

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.
  • 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:
    3
    Objectives:
    • 1.1 - Objective - Become Self Sufficient and get off Fund 74
      Priority Rank:
      1
      Original Start Date:
      07/01/2012
      Original End Date:
      07/01/2014
      Revised Start Date:
      06/30/2020
      Revised End Date:
      07/01/2014
      Responsible Person:
      Kenn Couch
      Strategic Direction:
      None
      Impact Type:
      -- Pick One --
      Resource Requests:
      • 1.1.r1 - Become self sufficient
        Description

        No additonal resources needed.

        Rationale
        Resource Type:
        Ongoing
        Expenditure Category:
        Other
        Funded:
        No
        Funding Source:
        74
      Actions/Activities:
      • 1.1.a1 - Kenn Couch

        Raise the revenue of the station through bequests, donations, pledges, underwriting, rental's, and anything we can think of in the future.

        Start Date:
        07/01/2012
        End Date:
        07/01/2020
        Responsible Person:
        Kenn Couch
        Status Code:
        Work is Underway
        Progress Description:

        Over the past two years, KVCR management has been in transition. In October 2013, Alfredo Cruz was named permanent General Manager of KVCR. Since then, Mr. Cruz has made significant progress on many fronts, including station stablization, morale building, community engagement, programming adjustments to more accurately reflect Inland Empire diversity, and reparation of relationships with District officials, benefactors, members and underwriters. Station membership and revneues are up and discussions are in progress for a gift renewal from the San Manuel Band of Mission Indians to continue funding KVCR's Native American network, FNX-First Nations Experience. In addition, new partnerships are being forged with local and county government offices, other educational and cultural institutions, donor members and with corporate underwriters. 

        Measurements/Documentation of Progress:

        See support document: KVCR 2013-2014 Pgm Review Suppor doc Q3.pptx

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. The installation of new management has brought an invigorated sense of mission, vision and has helped revive the excitment around KVCR, District and its partners. The new general manager has worked tirelessly to steer the station in a positive direction based on sound business practices and ethical values. General manager worked with senior staff to gather information and data included in this report. 

b. Alfredo Cruz, General Manager; Ben Holland, TV Program Manager; Jerry Rathbun, Chief Engineer/Director of Technology; Rick Dulock, Radio Program Manager; Yvonne Rose Powers, Interim Development & Planning Supervisor; Lillian Vasquez, Marketing Coordinator; Frank Blanquet, FNX Producer/Director; Terria Smith, FNX Interim Tribal Liasion; Jeff McCumber, Inerim Art Director; Eli Semitouk, KVCR Producer/Director

c. Staff listed above all participated in this report. 

d. Plan will be continually assessed.

12. Supporting Documents