CAMBRIDGECOMMUNITYTELEVISION

STRATEGICPLAN

20112013

CambridgeCommunityTelevisionisanationallyrecognizedcommunitymediacenterthatisthe
voiceandvisionofallresidents,businessesandorganizationsinthecity.CCTVprovidestools
andtrainingtofosterfreespeechandcreativeexpression,andinvolvespeoplefromacrossthe
cityasproducersandviewersofmediathatisinformative,engaging,andasdiverseasthe
Cambridgecommunity.

January2011

CCTVSTRATEGICPLAN
20112013

TableofContents

Introduction

Page

SectionOne: OrganizationalandEnvironmentalAssessment

37

1.DescriptionofCCTV

2.EnvironmentalAnalysis

3.SWOTAnalysis

SectionTwo: GoalsandStrategies

89

SectionThree:TacticalPlan

1013

Appendices


INTRODUCTION
CambridgeCommunityTV(CCTV)openedin1988andisthenonprofitcommunitymediacenterfor
Cambridge,Massachusetts.CCTVoperatesthreecommunitycablechannelsandamediarichwebsite.
Theorganizationoffersextensivevideoproductionandcomputertrainingprogramsandalsoprovides
productionequipmentforresidents,businessesandorganizationstoproduceprogrammingforthe
channels.
AlongwiththeGovernmentChanneloperatedbytheCityandtheEducationChannelsoperatedbythe
SchoolDepartment,CCTVshares5%ofthegrossannualCambridgerelatedrevenuesofComcast,the
cityscableprovider;thisfranchisefeeispaidforthecompanysuseofpublicrightsofwayinthecity.
Thefeesrepresentapproximately85%ofCCTVsbudgetandaresupplementedbymembershipand
classfees;videoproductionandrentalfees;andindividual,corporateandfoundationsupport.
CCTVstrainingandproductionactivitieshavegrowninrecentyears.Membership,nowover700,isup
27%since2007.Thenumberofslotsformembersenrolledinclassesisdownslightlyfromprevious
yearsbutthecompletionrateofcoursescontinuestobestrongatcloseto85%.Yeartodate,CCTVhas
shownover23,000hoursofprogramming,includingover160newproductionsledbyover120
producers.Thewebsitehadapproximately150,000hitsinthepastyearfrom103,000uniquevisitors.
Theorganizationhasreceivedongoingnationalrecognitionforoutstandingprogramming.TheAlliance
forCommunityMedia(ACM)awardedCCTVitshighestprogrammingawardnineoutofthelastten
years,mostrecentlyin2010.Inaddition,arecentresearchreportshowstheorganizationisheldinhigh
esteeminCambridge.
CCTVembarkedonastrategicplanningprocessinOctober2010.Theprimarypurposeoftheeffortisto
strengthentheorganizationbyexaminingthesuccessesofthepastandthecurrenthighlyrespected
achievements,andcombinethemwithnewapproachesinordertoenableCCTVtobetterservethe
Cambridgecommunity.
AStrategicPlanningProjectTeamconsistingofthreestaffpeopleandthreeBoardmemberswas
formed,andESC,anonprofitconsultingfirm,wasretainedtofacilitatetheplanningprocess.
SectionOneoftheStrategicPlanfocusesontheorganizationalandenvironmentalassessmentofCCTV.
SectionTwofocusesonCCTVsgoalsandstrategiesforthethreeyearplanningperiod.SectionThree
providesanimplementationplanwithfinancialestimates.

SECTIONONE
ORGANIZATIONALANDENVIRONMENTALASSESSMENT
1.DESCRIPTIONOFCCTV
A.CCTVMissionStatement
CambridgeCommunityTelevisionisanationallyrecognizedcommunitymediacenterthatisthevoice
andvisionofallresidents,businessesandorganizationsinthecity.CCTVprovidestoolsandtrainingto
fosterfreespeechandcreativeexpression,andinvolvespeoplefromacrossthecityasproducersand
viewersofmediathatisinformative,engaging,andasdiverseastheCambridgecommunity.

B.CCTVVisionStatement

CCTVwillenrichthelivesofeveryonelivingandworkinginCambridge.Asaleaderingenerating
communitydialogueandcivicengagement,supportforCCTVwillbroadenanddeepen.Buildingonthe
trustgeneratedthroughdeliveryofanincreasinglyuniqueanddiversescheduleoflocalprogramming,
CCTVsaudiencewillcontinuetogrow.Initsnew,welllocatedhomeofmediainnovation,CCTVwill
attractmanynewparticipantsintheartandscienceofcreatingmediaforTVandtheweb.

C.CCTVTargetConstituents

Cambridgeresidents
ThepopulationofCambridgeis106,000with43,000households.CCTV'sconstituencycoversthefull
diversityofthiscityincludingCambridgeresidentsofallages,classes,racialandculturalcommunities,
andphysical/mentalabilities.SeeAppendixAforCambridgedemographicinformation.
Inaddition,totargetingthepopulationofCambridgeasawhole,CCTVmustgivespecialconsideration
tothemembersofcitygovernmentandotherCambridgepublicandnonprofitinstitutionsthathave
dealingswithCCTV.TherearealsomanyindividualsandbusinessesthatsupportCCTVsannual
fundraiser.AlthoughCCTVhasnot,todate,pursuedsignificantfundraising,thereisanotherpopulation
inCambridge,particularlysomeofthehigherincomeresidents,whoshouldformpartofthetarget
audienceforfundraising.
TVviewerswithaccesstoCCTV
TVviewershaveaccesstoCCTViftheyaresubscriberstoComcastcableTV.Comcastreportsthatthey
have31,500subscriberhouseholdsinCambridge.Consideringanaverageoftwopersonsper
household,itispossiblethatthetotalnumberofpeoplewithaccesstoCCTVwouldbe50,000to60,000.
AlthoughthereisnoviewershipsurveyforCCTV(Nielsen),randomtelephonesurveyandfocusgroup
questionnairesindicatethatviewersinCambridgearewellawareoftheCCTVchannelsandcanrecall
watchingsomeofthepopularprograms.AbroadbrushestimateoftheCCTVaudience(peoplewho
watchatleastoncepermonth)inCambridgeis15,000to30,000viewers 30%to50%ofthepeople
withaccesstoCCTVinCambridge.
Inaddition,CCTVisavailablevialivestreamingontheweb.Thisopensupthepotentialfor
considerablymoreviewers.Currently,onlyoneofCCTVsthreechannelsisbeingstreamed(Channel9).
ThischannelhasmorelocallyproducedandCambridgeorientedcontentthantheotherchannels.

CurrentandfutureproducersofTVprogramming
AllresidentsofCambridgecantakecourseswithCCTVandbecometelevisioneditorsandproducers,
learninghowtousethetoolsavailable.Typically,theusersofCCTVproductionservicesandcomputer
facilities(members)numbermorethan700annually.MemberstakeclassesofferedbyCCTV,producea
widevarietyofshowsandmedia,andinmanycasesformpartofthecorpsofproducerswhosupport
scheduledprogramming.Thestudents,theproducers,andtheparticipantsinprogrammingareallpart
ofCCTVstargetaudience.

D.StatementofNeed
ThereisgeneralrecognitioninCambridgeoftheneedforapublicelectronicplatformtoprovidelocally
focusedprogrammingandeducationalopportunitiesforallCambridgeresidents.

E.ServicesProvided

CCTVisthecommunitymediacenterthatprovidesapublicforumforallCambridgeresidents.Focused
onlocalnews,informationandentertainment,theorganizationoffersawiderangeoftrainingand
educationalcoursesforthepublictoacquireproductionandcreativeskillsinordertoexpresstheir
ideasandopinions.Viewershaveaccesstothreechannelsofprogrammingandadynamicwebsitethat
presentabroadspectrumofprograms.Additionally,CCTVoffersawellattendedcomputerlabfor
trainingpurposes,agalleryexhibitingtheworkoflocalartists,ayearroundyouthprogram,and
NeighborMedia,acitizenjournalisminitiative.
2.ENVIRONMENTALANALYSIS
ItisdesirabletodescribethecurrentoperatingenvironmentofCCTVinordertounderstandsomeofthe
factorsthatshapetheorganizationsoperations.Itisalsoimportanttoidentifyimportantunderlying
factorsandtrendsthatarelikelytoimpactthefutureofCCTV.TheStrategicPlanningTeamusedthe
followingdatagatheringprocesstodescribeCCTVsoperatingenvironmentandtoidentifykeyexternal
trendsthatmayimpacttheorganizationoverthethreeyearplanningperiod:

Reviewandsummaryofrelevant2009BuskeSurveyresults(AppendixB)
OngoingdiscussionswithStrategicPlanningTeam
InterviewswitharangeofkeyCCTVstakeholdersandothersinCambridgetoidentify
communityperceptionsandneeds(AppendixC)
Reviewofleadingcommunitymediacentersthroughpublishedmaterialsandwebsitesto
identifytrendsandinitiatives(AppendixD)
StaffsummaryofCCTVSnapshotData(AppendixE)

A.Competition

CCTVhastheexclusiverighttocableaccessinCambridge.However,CCTVhasagrowingnumberof
competitorsincludinghundredsofcablechannels,thegrowthofsocialnetworking,Internet
entertainment,onlinevideostreaming,mobilemedia,andtheavailabilityofinexpensivedigital
recordingequipment.Withtherevolutioninwebbasedmediaandaffordableequipment,bothviewers
andproducershavemanymoreoptionstoproduceandsharetheirownmedia.

B.PerceptionofCCTV

PerceptionofCCTVwasassessedinthe2009BuskeGroupReportandthroughcommunityinterviews.
TheBuskeGroupwasretainedbytheCityofCambridgetoconductanascertainmentofcommunity
cablerelatedneedsandinterestsasapartofthecablelicenserenewalprocess.AppendixAshowsa
summaryoffindings.
OfCambridgeComcastcablesubscribers,50%havewatchedCCTV,30%havewatchedinthe
lastmonthandapproximately15%inthepastweek.ThemostviewedprogramsareBeLive
(50%)andDemocracyNowwithAmyGoodman(43%).
Lessthan30%saidthatthesignalqualityonCambridgePEGAccesschannelsisequaltothe
signalqualityoftheotherchannelsonthecablesystem.
Averylargemajority(83%)saiditiseitherimportantorveryimportanttohavelocalcable
TVchannelsthatfeatureprogramsaboutarearesidents,organizations,events,schoolsand
government.

ESCconductedphoneinterviewswith12individuals,includingCityofficials,nonprofitorganizations,
localbusinesses,Cambridgeresidents,andformerCCTVBoardmembers.Keyfindingsare
summarizedbelow.

ThosefamiliarwithCCTVhaveaclearunderstandingofitsmissionandbelievethatthe
organizationachievesitwell.
CCTViswellknownandrespectedinthecommunity,especiallyinhumanservices,nonprofit
andgovernmentcircles.
ThereisageneralbeliefthatnotenoughpeopleknowaboutCCTV.Thereisaneedtoincrease
visibilityinthebroadercommunity,especiallyinCambridgeshighersocioeconomicsegments.
CCTVisperceivedasaTVchannel;notasmuchasawebresource.
Thereisanunmetneedformoreliveonsitecoverageoflocaleventsandnews.
Ayearningforlocalcommunitywasnoted.
Somerespondentsseeanewlocationasanopportunitytoleapforwardtechnologicallyand
increasevisibility.
Thereisanopportunityformorepartnershipswithacademic,businessandnonprofit
organizations.
SomerespondentsrecognizetheriskoflossofrevenuesfromComcastviaderegulationand/or
reducedrevenuesfromComcast.Thisriskmakesitimperativetocommunicatethevalueof
CCTVasabasisforfuturefunding.

C.Legislative/Regulatory

CCTVcurrentlyreceivesapproximately85%ofitsfundingfromComcast.Thereisanongoingriskof
deregulationthatwouldomitorreducethisfunding.ComcastfundingistiedtocableTVrevenuesonly
andnottointernetrevenues;asaresult,thereisalsoapotentialdeclineincablerevenueaspeople
switchtoInternetbasedplatforms.

D.Technology
Thepaceofchangeincommunicationstechnologyisexplosive.Currenttrendsinclude:

migrationfrombroadcasttoInternet
mobileviewership
opportunitiesforindividualmediaproductionsuchasYouTube
highinterestinelectronicconversationanddialogue
theavailabilityofinexpensivedigitalequipmentandsoftware
demandforeasyaccesstoarchivalinformation

E.Social/Political/EconomicChanges
Deregulationofcampaignfinancelawshasallowedformorepaidpoliticalmessages.Publicaccess
mediaprovidesopportunityforfreecommunicationstobalancethis.

Challengingeconomicconditionscontinuetomakeitmoredifficulttoraisemoney;manymajor
charitiesreportdownturnsthispastyear.Inaddition,theNewYorkTimesrecentlyreportedadeclinein
charitablegivingamongwealthyindividuals.

3.CCTVSWOTANALYSIS

ASWOTanalysisisastrategicplanningtechniqueusedtoevaluateanorganizationsstrengths,
weaknesses,opportunitiesandthreats.Itinvolvesidentifyingtheinternalandexternalfactorsthatare
favorableandunfavorableforachievingtheorganizationsgoals.SWOTisparticularlyhelpfulin
identifyingareasfordevelopment.

TheCCTVStrategicPlanningTeamdevelopedthefollowingSWOTanalysis,whichsynthesizesthe
internalandexternalanalysesdescribedabove.

STRENGTHS

Excellentcableprogramming
Excellenttrainingprograms
Nationalrecognition
Positivelocalandnationalreputation
Diverseandengagedmembership
Strongoutreachprogramsespeciallyforyouth,seniorsandnonEnglishspeakers
Respectedyouthprogramming
StrongsupportfromorganizationsthatbenefitfromCCTVservices
ExcellentrelationshipwithCityofCambridge
Strong,consistentmanagement
Goodfinancialrecordandposition

WEAKNESSES

Outdatedtechnologyplatforms
LimitedawarenessofCCTVanditsvalueamongthegeneralpublic
Limitedviewershipdataandmeasurement
Dependenceonmostlyonefundingsource
SignalqualityinferiortootherComcastchannels
Spacelimitationsthathamperabilitytogrowprogramming

OPPORTUNITIES

CCTVsmovetosignificantlylargerspaceinanMITownedpropertyonMassAveinCentral
Squareisauniqueopportunityto:
Leveragereputationandservicestoattractnewviewersandsupporters
Upgradetechnologies
PromoteCCTVvisionandnewtechnologies
Attractnewfunders
Livelocalcoverage
Expansionofcitizenjournalismprogram
Expansionofyouthprogram
Developmentoftrainingprogramsforthosewhoowntheirownequipment
MoreeffectivemarketingofCCTVfeaturesandbenefits
Moreeffectivepromotionofprogramsandschedules
Partnerwithorganizationsthatcanoffertechnicalandfinancialresources:academic,business,
charitable

THREATS

Deregulationleadingtolossorreductionoffunding
ReductioninComcastfundingduetobusinessdecline
Shiftfrombroadbandtowirelesstechnologies
Missionbecominglesscompellingineraofincreasinglyaccessibleandindividualizedmedia

SECTIONTWO
CCTVGOALSANDSTRATEGIES(20112013)
CCTVsvisionforthenextthreeyearsistoenrichthelivesofallthosewholiveandworkinCambridge.
Inordertoenablethisvision,CCTVisexpandingtoalargerfacilityinanMITownedbuildinginCentral
Square.Thisisanoutstandingsettingandwillprovidethecitywithanuptodatecommunitymedia
centertomeetitscommunicationneeds.CCTVhasdevelopedthreeyeargoalstoensureitsabilityto
expandonthehighlevelofcommunityservicethathasmarkeditspastandpresentoperations.
Goal1

IncreaseawarenessofCCTVprogrammingandservicesby30%

Goal2

Increasenoncablerevenueby30%

Goal3

ExpandCCTVaudienceby10%ayear

Goal4

Increasemembershipby30%andstrengthenmembersengagement

Goal5

BuildcommunitybyincreasingrelationshipswithCambridgenonprofits20%/yr

Goal6

ConductCapitalCampaigntoraise$600,000forCCTVsexpansionandrelocation

ThestrategiesthatCCTVproposesinordertoachievetheseimportantgoalsarepresentedhere.

GOAL1
IncreaseAwarenessofCCTVProgrammingandServicesby30%
Strategy1

RefinebrandingtomoreclearlycommunicateCCTVsuniquevalue

Strategy2

Developandimplementannualmarketingplan

Strategy3

ImplementhighimpactmarketingprogramtopromoteQ42011opening

Strategy4

Developawarenessmeasurementsystem

GOAL2
IncreaseNoncableRevenueby30%
Strategy1

Developmajordonors(partofGoal6)

Strategy2

Seekfoundationandcorporategrantsforprograms$70Kin2011,increasing20%/yr

Strategy3

Increaseearnedincometo$25Kin2011,increasing20%/yrthereafter

Strategy4

ExpandFriendsofCCTVannualgiving

Strategy5

FurtherdevelopCCTVbusinesspartnerprogram

Strategy6

ExpandtheCCTVBoardtoincludealargerrepresentationoftheCambridgebusiness,
academicandresidentialcommunities

GOAL3
IncreaseCCTVAudienceby10%/Year
Strategy1

Improvetechnicalqualityofbroadcastsignal

Strategy2

Broadenaccesstoprogrammingvianewtechnologies

Strategy3

EstablishCCTVasstateoftheartcommunitymediacenter

Strategy4

ContinuetobuildwebsiteasaportaltoCambridgeandCCTVinformation

Strategy5

Distributeprogramminginformationinbroaderandmoretimelyways

Strategy6

Developaudiencemeasurementsystem

GOAL4

IncreaseMembershipby30%andStrengthenMembersEngagement

Strategy1

Communicateregularlywithpotentialmembersandcurrentmembers.

Strategy2

Evaluatememberpricingandstructureandadjust,asneeded

Strategy3

Increasetotalproductionsby10%ayear

Strategy4

Increaseparticipationinclasses10%ayearasmeasuredbygraduatesfromkeycourses

GOAL5
BuildCommunitybyIncreasingRelationshipswithCambridgeNonprofits20%/Year
Strategy1

MakeCCTVsnonprofitonlinecommunitycalendarthegotosourceforinformationon
localactivities

Strategy2

IncreasecollaborativeactivitieswithotherCambridgenonprofits

Strategy3

Determineappropriatemeasureandbaselineforthisgoal

GOAL6
ConductCapitalCampaigntoRaise$600,000forExpansionandRelocation
Strategy1

LeverageExecutiveDirectorsreputationandcontactstoattractsignificantdonors

Strategy2

LeverageCCTVsawardwinningnationalreputationtomakethecaseforsignificant
communitysupport

Strategy3

LeverageCCTVmembersandprogramparticipantstogarnerdonations

Strategy4

Gain100%financialparticipationinthecampaignfromtheCCTVBoard

Strategy5

EngagetheBoardinacampaignleadershiprole

10

SECTIONTHREE
CCTVTACTICALPLAN

11

Goals/Strategies/Tactics(continued)

12

Goals/Strategies/Tactics(continued)

13

Goals/Strategies/Tactics(continued)

14

Goals/Strategies/Tactics(continued)

15


Goals/Strategies/Tactics(continued)

16

APPENDICES

APPENDIXA

SelectCambridgeDemographics

11.1%ofthepopulationisunder18years.7.7%isover65.

65%ofthepopulationiswhite,11.5%isblack,11.9%isAsian,7.4%isHispanic.

10.8%ofthepopulationhascomefromabroadinthelast5years.31.2%(5andolder)
speakalanguageotherthanEnglishathome.26,000citizensareforeignborn.Ofthe
foreignlanguagespeakersabout14,000(roughly50%)speakSpanish,Frenchor
Portuguese.

65%ofCambridgeresidentshaveacollegedegreeorhighervs.33%forallof
Massachusetts.TheaverageincomeinCambridgeisalsoconsiderablyhigherthanfor
therestofMassachusetts.

Cambridgehasasignificantstudentpopulationlivingindormitoriesandalarge
populationemployedbyacademicinstitutionsHarvard,MIT,andLesleymanyof
whomdonotresideinCambridge.

17

AppendixB
HighlightsfromBuskeGroupAscertainmentReportforCCTV

TheBuskeGroupwasretainedbytheCityofCambridgetoconductanascertainmentofcommunity
cablerelatedneedsandinterestsasapartofthecableLicenserenewalprocess.Comcastreportedly
servesabout31,500subscribersintheCity.ThestudywasconductedJulyOctober2009andtheFinal
ReportwaspresentedJanuary15,2010.
InformationwasgatheredfromthefollowinggroupsofCityresidents.
Cablesubscribers
Nonsubscribers
Governmentagenciesandrepresentatives
Schoolsandeducationalinstitutions
Human/socialserviceorganizations
Arts,culturalandheritageorganizations
Civic,communityserviceandfaithbasedorganizations
Nonprofitorganizations
Membersofthegeneralpublic

Researchmethodsincluded:

TelephoneSurveyofComcastCableSubscribersinCambridge
401respondentsrandomlyselected.FieldedJuly2009.

Seriesofsixfocusgroupworkshops
156peoplerepresenting71organizations.FieldedOctober2009.

Questionnairesbypersonswhoparticipatedatthefocusgroupworkshops
127CommunityNeeds&Interestsquestionnaireswerereturnedfrompersonswhoattendedone
ofthefocusgroupworkshops.

MoredetailedonlineSurveyMonkeyquestionnaireforcompletionbyCambridgeresidents:
announcementofsurveyavailabilityplacedonwebsitesofCityandCCTVplusemailblasts.
490respondents.FieldedOctober2009.

QuestionnairesregardingPEGAccessfacilities,equipment,programmingandotheractivities;andanon
siteinspectionoftheexistingPEGAccessequipmentandfacilities.

FocusGroups
OnOctober68,2009,TheBuskeGroupledaseriesofsixfocusgroupworkshops.Theworkshop
constituencieswere:
LocalGovernmentDepartmentsandAgencies
Health/HumanService/SocialServiceOrganizationsandAgencies

18

SeniorCitizensandOrganizationsServingSeniors
Nonprofit,Civic,CommunityandFaithBasedOrganizations
Arts/Culture/HeritageOrganizations
EducationalInstitutions,EducatorsandYouth
56%ofFocusGroupparticipantswereComcastsubscribers.
WhenallofthefocusgrouprespondentswereaskediftheyhadwatchedCCTVchannels9,10and22,a
verylargemajority(81%)saidYes.OfthosewhohadwatchedtheCCTVchannels:

Nearly40%saidtheyhadwatchedthemmorethanfivetimesduringthepreviousmonth.
ThemostfrequentlymentionedCCTVprogramsthattheserespondentssaidtheyhadwatched
morethanfivetimeswereBeLive(42.9%)andDemocracyNow!withAmyGoodman(31.9%).
VeryhighpercentagessaidtheyagreedorstronglyagreedthatCCTVprovidesworthwhile
communityprogramming(98%),providesvaluableinformation(93.9%),andprovides
programmingthatisinterestingtowatch(89.7%).

Overtwothirdsofallfocusgroupquestionnairerespondentssaidthattheyhadhelpedtoproducea
programtoshowonaCCTVchannel,orappearedasaguestonaprogramshownonaCCTVchannel.
ParticipantsexpressedenthusiasmforCCTVinforming,entertainingandeducatingCambridgeresidents
inawidevarietyofnewways,suggestingnumerousexpandedandnewinitiatives.

PhoneSurveyofComcastSubscribersRandomSample

50%oftherespondentssaidtheyhavewatchedCCTVprogramming.Ofthosewhosaidtheyhad
watchedaCCTVchannel:

Justover60%saidtheyhadwatchedatleastonceinthepastmonth.Well
overonefourthsaidtheyhadwatchedatleastonceinthepastweek.

AbouthalfsaidtheyhaveseenBeLive;about43%saidtheyhaveseenDemocracyNow!withAmy
Goodman;andjustoveronefourthsaidtheyhaveseenStreetCornerClassicswithBrotherBlue.

Lessthan30%saidthatthesignalqualityonCambridgePEGAccesschannelsisequaltothe
signalqualityoftheotherchannelsonthecablesystem.

Averylargemajority(83%)saiditiseitherimportantorveryimportanttohavelocalcableTV
channelsthatfeatureprogramsaboutarearesidents,organizations,events,schoolsand
government.

Whenallsurveyrespondentswereaskedhowmuchoftheirmonthlycablebill,theaverageofall
responseswas$3.27.Thisaveragecomparesveryfavorablytofivecommercialchannelsthat
weresimilarlytested(ESPN,FoxNews,SciFiChannel,MTVandComcastSportsNet),asthe
averagesforeach,respectively,were$1.44,$1.27,$1.00,$0.76and$0.75.

OnLineSurveyofCambridgeResidentsOptinSample

76%wereComcastsubscribers
70%ofthesesubscribershadwatchedCCTV
o ofsubscribersfeelqualityislowerthanotherComcastchannels
1/3hadhelpedproduceorbeenaguestonaCCTVshow;
o Ofthese,83%saiditwasVeryImportantforCCTVtohavetheabilitytotransmitvideo
programminglivefromlocationsthroughoutCambridge

19

APPENDIXC

CCTVEnvironmentalScan:InterviewSummary
ESCconducted12phoneinterviewsbetweenOctober25andNovember3,2010withthefollowing
individuals:

NancySchlacter:AssistanttotheCityManager
EllenSemonoff:AssistantCityManagerforHumanServices
SteveSwanger:DirectorofResidentServices,CambridgeHousingAuthority
KathleenGranchelli:DraperLaboratories
SusanLaPierre:CambridgeSavingsCharitableFoundation
BobHurlbut:ExecutiveDirector,CambridgeCommunityFoundation
SueWalsh:OfficeofWorkforceDevelopment,CityofCambridge
JoeDouillette:DirectorofTeenMediaProgram,ICA,formerBoardchair
DeniseJillson:ExecutiveDirector,HarvardSquareBusinessAssociation
MelScovell:Cambridgeresident,communityminded
SybilHendrikson:longtimeCambridgeresident,activevolunteer
BillAugust:Attorney,CableAccessfield

Thefollowingsummarizeskeypointsfromtheinterviews:
1. WhatdoyouthinkisthemissionofCCTV?
Expressionoflocal,culturalandsocialinterests
Promotefirstamendmentgoals
Buildcommunity
Openchannelsofcommunitydiscourse
Promotecivicinvolvement
Provideaccessforelectronicmediaforthosetypicallyexcluded
DisseminateinformationaboutCambridgetolocalresidents
2. HowwelldoesCCTVachievethatmission?
Extremelywell
NotenoughpeopleknowaboutCCTV,whichlimitstheirabilitytoachievetheirmission

3. HowdoyouthinkCCTVisperceivedinthecommunity?Aretheywidelyknown?
Wellknownandhighlyrespectedinhumanservices,nonprofitandgovernmentcircles
Seenasveryresponsive
Needtoincreasevisibilityinbroadcommunity;needmoremarketing

20


4. WhatdoesCCTVdoparticularlywell?
TVcommunications
Opentoall
Knittingcommunitytogether
Outreachtolowincomeandminoritygroups
Wellrun
Connectiontoyoungpeople

5. ArethereareaswhereCCTVcouldimprove?
Notaswellknownascouldbe
BettereducatepubliconneedforPublicAccess,asbaseforfuturefunding
Morefundingformoreprograms
Betterpartnershipswithschools
Measureviewershiptoknowreachandshowvalue

6. WhatareunmetneedsinCambridgethatCCTVwouldbesuitedtoprovide?
Morelive,onsitecoverageoflocaleventsandprograms,whichwouldattractawideraudience
RealCambridgeTVnewscoverage
Bulletinboardfornonprofitsonweb
Moretrainingfornonprofitorganizations
Moremiddleschoolprogramming

7.WhatdoyouseeasthechallengesandopportunitiesthatCCTVshouldconsiderintheirplanning?
Opportunities

Betheelectronichubofthecity
Newlocationprovidesmorevisibility
Moveprovidesopportunitytomakebigleapforwardtechnologically
FocusonpartnershipsandresourcesfromhighpotentialpartnerssuchasMIT,Harvard,
foundations,HNWindividuals
Morepartnershipswithlocalbusinesses(particularlyenvirotech,biotech)
Growyouthprogramming

Challenges

Tokeepupwithnewtechnologies(greaterwebpresence,mobilemedia)
TodifferentiateCCTVfromnewmediaworldofindividualmediaandtools
RiskthatComcastrevenueswilldecline;needtoshowvalue
Riskofderegulation

21

AppendixD
ReviewofLeadingMediaCenters

ESCreviewedofanumberofleadingpublicaccesscentersinavarietyofmarketsviatheirpublished
materialsandwebsites.Thisreviewshowedthatmanyaccesscentershaveidentifiedsomeorallof
thefollowinginitiativesasbeingcriticaltotheirfuture:

Updatingvisiontoadapttonewtechnologicalenvironment

Shiftingaccessibilitytodifferentformsofmediacreationanddistribution,especially
streamingcontentviatheInternet

Workingtodiversifyfundingandrevenuesources

Buildingstrongerrelationswithlocalandstategovernments

Documentingandcommunicatingvaluetocommunity

Increasingfocusoncommunityandlocalissues

Betterpromotingprogramsandservicesthroughownchannels,activeemaillists,high
impactevents,activelocalpressrelations,andactiveboardcommunityinvolvement

Communicatingandengagingmorewithviewers;consideringviewermembershipprograms

Conductingfocusedoutreachtokeycommunitysegments(e.g.,youth,ethniccommunities,
localnonprofits)

22

AppendixE

CCTVSnapshotData20072010

Membership

Totalmembers
TotalAccessmembers
AffiliateMembers
YouthAccessMembers

Courses

Totalclassesschedule
Totalclassescompleted(ienotcancelled)
Totalstudentsenrolled
Totalstudentspassed/completed

Programs("televisionshows")

Totalprogramsscheduled
Totalhoursscheduled
Totallivehoursscheduled
Totaltitles(episodesnotincluded)
Totalproducers

Productions

Totalproductionsinitiated
Totalproductionscompleted
TotalproductionsinitiatedbyCCTVstaff

EquipmentUse

TotalCameraUse(days)
TotalEditUse(hours)
TotalStudioUse(hours)

Fundraising

Totalvalueofdonations$

*2010periodisnotcomplete,1011monthsofdataonly.

2007

2008

2009

2010*

600
447
153
40

573
438
135
45

649
514
135
61

732
588
144
67

2007

2008

2009

2010*

207
137
1104
952

120
80
933
842

121
98
971
834

83
65
719
601

2007

2008

2009

2010*

23728
21636
1812
707
140

21298
22106
2160
613
121

21796
22087
2210
776
132

23781
21702
2183
803
118

2007

2008

2009

2010*

166
99
35

183
140
43

224
170
54

178
160
48

2007

2009

2010*

753
5086
427

852
5957
536

562
3919
490

2008

106,607

2009

107,991

2008

2007

2010*

85,983

30,369

23

AppendixF

CCTVStrategicPlan
MarketingTacticsCostEstimates

ThefollowingaretheassumptionsusedfortheroughcostestimatesforthetacticsinGoals1
and3.Thesecostsareinadditiontobaselineregularprograms.
Logoandgraphicsdevelopment:$5,000+(awaitingproposal;mayvary)
Targetedmedia:CambridgeTransitadvertisingfor2monthstotalcost$22,000
MBTA

Printing

Permonth

Twomonths*

BusPosters(14)

$350

$6,000

$12,000

StationPosters(8)

$350

$4,000

$8,000

Creative

$1,000

Total

$1,700

$10,000

$20,000

*Fornonprofits,nodiscountsbutwilllikelygetbonustime(anextramonthonsomebusesand
stations,especiallyinNov/Dec)
ProgramGuidesincreaseddistribution:$3,000inupdateddesign,printing,mailing
GrandOpeningEvent:$10,000total,but$5,000donatedforanetcostof$5,000
Invitations/mailing(1000printed,firstclassmail,fulfilledinhouse)
300attendeesat$20eachforfoodandbeverage

Rentals/decorations,staffetc.

Donations/sponsorships

Totalnetcost

$1,500
$6,000
$2,500
($5,000)
$5,000

MarketingStaffResources:Parttimeconsultant,$25,000
PRResources:$2,000feeforPRagencytopromoteopening
MeasurementSystems:Developedandconductedinhouse

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