Hi everyone. I figured I would add a little special to this blog and interview a professional in the media, specifically someone who analyzes creative content for a living and tries to reach a certain audience through said content, like most film and television shows do.
This past week, I was fortunate enough to interview Susan Geiger, program director of WUSF, a local public television station in Tampa, Fla. While public television may have separate guidelines than commercial television, the critical analysis a program director must have about each program to increase ratings is similar to a blogger giving his or her critical analysis of a film, like I am now. I was fascinated by her insights on how the programming industry is now, and also where it is going.
Can you give me an overview of your audience, and how you reach out to them? Both in your writing style and your strategic planning.
Being a public television station, our audience will differ from that of a commercial station. Our programs generally typically fall into four genres and demographics: veterans, environment, education, and news. As a public station, your job is not only to entertain, but also to serve your community. You want to make your community a better place to live, in which you want to have a balance in the programs you air. The viewers know this as well. Much of the writing I do in my position is responding to viewer emails, both positive and negative. Other writing includes writing scripts to be produced, emailing syndicators that provide us with programs, such as PBS or AP Television, or writing a memo for my coworkers.
Do you ever use social media?
Not as much as I should. I mainly use Twitter for promotional bits in collaboration with WUSF AM, as well as posting broadcast times for each channel. It would be beneficial to use social media to reach a demographic that we may not get often, such as young adults, seeing as our biggest audience are children and the elderly.
How fast-paced is your environment?
Even though we do not have as big of a staff as a commercial broadcast station, it still gets very busy. It can vary, however. Some days, my schedule will consist of meetings with our web designer or FM Director, setting the schedule for the month, meeting with independent producers, screen programs to purchase, and responding to viewer’s emails.
Any traveling?
Not an awful lot. I make an effort to attend at least on meeting a year. It’s a great opportunity for networking.
Who would you say is your biggest competitor in the area?
I would say WEDU. Being that Tampa is one of the largest markets in the U.S., you will obviously have competitors. But it is a healthy competition. for it isn’t about money, but rather increment. In essence, we are competitors, but we compliment each other through our programming.
Do regulations ever interfere with your desired schedule?
Not too often. One of our channels is a packaged channel, meaning it’s from a satellite and not manufactured locally. Some conflict arises with writing spots, which is not an ad but a call to action. It’s more of a PR campaign. Since children are one of our main audiences, you must make sure to maintain trust in the community.
Would you say ratings have any authority over what your content for the programs are?
Content isn’t directed by ratings. If a program isn’t successful, it will be adjusted to the way the audience wants to see it or simply cancelled. Ratings aren’t the end-all be-all for evaluating a program. What matters is providing meaningful content for the audience, especially is public television.
How do you think your occupation will change in the next decade or so?
With the rise of online streaming and DVR, the position will drastically change. This is seen now as Nielsen is adjusting how they rate programs because of these different platforms. Live programs such as news and sports games will always have programs schedulers, but major network will soon find little need for them. It may get to the point where the producers decide how the content will air. After all, content is king. If you can create content, you can identify content.
What is your biggest regret in the industry, as well as proudest moment?
My biggest regret would probably be not being as good at social media as I should, or rather not do it enough. In today’s world, it is crucial to have a dominant presence on social media. My proudest moment would be winning Program Director of the Year from the Public Television Programmers Association (http://ptpa.tv).
Would you have done anything differently in college?
I might have pursued an English degree as opposed to public relations. Public relations was useful, but didn’t provide me with enough opportunities to write. History was another degree I thought I should have pursued. After all, history repeats itself.
Any advice for someone like me that is curious about the industry?
Hone you writing skills. Writing is key for communication not only in your professional life, but in you personal life as well. Also, get experience at a network or station and work in different departments so you get a clear idea of what you want to do.
Aron's Movies 