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cQ.y OF SAN BERNARlCNo - REGIOST FOR COUNCIL AOION
Administration
CONSULTANT AGREEMENT FOR
SAN BERNARDINO/INLAND
EMPIRE TELEVISION NEWS
OPERATION
,,<om'
't!ept:
Dean Gray, Director/ Telecommunications Subject:
Date: January 18, 1991
Synopsis of Previous Council action:
NONE
Recommended motion:
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(Mayor and Common Council)
THAT THE MAYOR AND COMMON COUNCn. APPROVE AGREEMENT JsJ!;1 wuN THE CITY
AND CREATIVE COMMUNICATIONS IN AN AMOUNT NOT TO EXCEED $56.000 FOR THE
PURPOSE OF CONDUCTING A FEAstBILlTY STUD\' AND DEVELOPMENT OF AN OPERATIONS
PLAN FOR A SAN BERNARDINO/INLAND EMPIRE TELEVISION NEWS OPERATION.
Contact person:
Dean Grav
Phone:
5163
Supporting data attached:
Staff Report; Proposal
Ward:
1 through 7
FUNDING REQUIREMENTS:
Amount: $56,000.00
Source: (Acct. No.1
(Acct. Descriptionl
CMO Residual- Development Dept.
Finance:
. Oouncil Notes:
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75-0262
Agenda Item No
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clOt OF SAN BERNARDOo - REQUOsT FOR COUNCIL ACOON
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75--0264
STAFF REPORT
In the fall of 1987, san IlemaJ:dino cable cpmltors surveyed suI:IScriber
interest related to ty'lftnu.ty "'OOeSe p......"...aumiJq. SUl:lScribers listed.
local nightly news as their J'lI~ ale ctloice. In a reoellt l'nIInloat
survey, CCIIpleted ~oer 1990, sixt:y-eight per.c...d. (68'> of viewers
wanted nightly news available in san 1lemaJ:dino.
InnaYative projects designed to provide local news have been a great suc-
cess, sud1 as the ~ Camty Networlt, initiated by FL......cLu Press.
In WI' """"""1Tlity, l{l.I(R has accepted the oCh.qiL of a news microwave systEm
to provide bath br<-""""at ani narrawcast of nightly news thraJghwt: the
Inl.ani Enpire. Primary cities wculd include san 1lemaJ:dino, Riverside,
Redl.anis, Clltario ani Victarvil.le. 8el::lcIdaJ:y ,.,....,.",1Tlities wculd include
G:raJlj Terrace, lalla LUna, Fa1tana, Coltcn, Rialto, -1IIn'Jt, Bannin;J,
~lO Valley, Upland ani Randle ('ll-....ll;Ia. l{l.I(R readies 409,000 cable
haDes in additi.cn to its CIle millicn plus broadcast viewership in the
above listed. ,.,....,.",lI'lities.
In order to satisfy the iud:ler CIle PL....".........dn:J desire of oor residents ani
to establish san IlemaJ:dino as the ......i.. center of the Inlan:i Enpire, a
feasibility study ani qlet"llt.iaB plan are lie:;! nro:y to entice potential
finarcla1 SllppOl:t. 'Ihis documentat:ia1 wcu1d provide an cpt.ic:n that the
City could eam X'EM!J1Ie by leasinJ prclClJcticn facilities ani staff ser-
vices to an indepeoo"lihL news produc\:ia1 trmp'''Y.
It is anticipated that an .."............V. with creative 0:mIIInicatia1S Ass0-
ciates wculd serve as the ilIp!bJs to generate interest ani furJ:lin} to pr0-
vide local nightly news ~....".........dn:J. It is an "'M"'Lt...mity to enter into a
ClCq)etAtive project irM>lvinJ gcN...........L, EdJcaticn!L1 institutialS ani
private indust.zy.
staff reo:' ........xJs adcpt:icn of the fOl:Dl motial.
~Gray~
Di%8Cltor of 'J.'eleo. ...~ cat~.....
llS8e att-......., .... ~CIlAl: 848.500.00 plus II8gOtiat..s 1 u__.. DOt to
ud ff1 ,500.00.
00: lab: 4206
attadmlents
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A PREMISE
San Bernardino and Riverside Counties, which comprise the Inland Empire of
California, are among the fastest growing areas in the country.
According to 1990 Census Bureau projections, the two counties are home to two
million, five hundred thousand people.
Because San Bernardino and Riverside Counties are considered part of the Los
Angeles television market, television news reporting is confined to spot coverage of major
events which find audience interest in the Los Angeles Basin. Local citizen interest is of
little importance to Los Angeles television stations.
A great void exists in the coverage of the people who impact, and the events which
affect, the lives of two and a half million residents of the Inland Empire.
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A PROPOSAL
CCA will investigate the interests and concerns of the residents of the Inland
Empire, and detennine a plan of action for the design and implementation of a daily
infonnation-based television program.
I. FACT .FINDING
The fact-finding phase would involve an in-depth research study which will take
advantage of information and systems involved in the study which preceded the
development of the Orange County News project.
CCA will design and develop a questionnaire to gauge the level of public interest
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and potential^support from- residerlts in San Bernardino and Riverside Counties.
Questions of respondents will be divided into three main groups:
. Behavioral - how they now get their news about the local area
. Attitudinal - opinions about the sources currently being used for news
. Future interest - degree of interest in changing viewing behavior and
potential for support through cable fees, etc.
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RESEARCH METHODOLOGY
()
SAMPLING SPECIFICS
Ie of Inland Empire residents will be interviewed by
phone. Each in
last approximately 15 minutes.
Professional interviewers will study the opinions of 400 adults equally divided as
fOllOws:/ fI.t oJeo fl'\l..lJ ~
25% Men 18 to 45 i ~ ~~ @J
25% Men 45 and over ~ :'-'~.I\N\,A ~
I 1:_"~-I':::^^^ \ _
25% Women 18 to 45 jVlQv\"""lA'>'QJ .I' VU".:-- -
25% Women 45 and over ha.N ~ cMJ-o.J ~~
~N~?
This 400 sample will accurately project the attitudes of all residents within a margin
of:!: 6%.
Each questionnaire will include several closed-end questions in which a yeslno or
agree/disagree answer is required.
Some questions will deal with specific local content. What type of stories do
enjoy or reject? Several types of stories will be tested for their degrees of inle t. We
might ask, for example, about interest in retail store openings, employmen proposals,
town, etc.
financial difficulties, government issues, community activities, VIP .. rs coming to
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INTENT TO VIEW
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Fmally, a number of questions will investigate potential behavioral changes if a
community newscast were to appear on the public station and on their cable system.
Would they watch this news program for events of their community'? How often would
they watch'? What time period would be best'? What local personali ould they prefer
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RESULTS
Based on findings from these data, community officials will know if there is
~cient public interest t~ and, just ~ important, ~ow to design the nc:.ws ril
\-i{o;hoJ.vj \<:.nd~-i~ #iiS (~~~ ~ ~-'{)~....
program for maximum satisfaction. This information ~ form the basis for developing
ful ... . we.~,fok~'
a success communIty vIewmg servIce. ~ ~ _
The research phase, including the interpretation and observations, will be under the
supervision of CCA Vice President Harvey Gersin. (see project personnel)
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n. DEVELOPMENT
The development phase will involve the design and drafting of a plan based on the
results of the research.
The final plan will include budgets and a proposed timetable for implementation
of the Inland Empire News Service.
The plan will address, among other items, the following:
I. Number of news personnel required based on coverage to be provided
A. Editorial & technical
B. Salary ranges
C. Training schedules
D. Timetables
E. Editorial policy
ll. Space Requirements
A. For news staff
B. For editing
C. For studio (perhaps a newsroom set)
D. For vehicles
E. For archives & storage
F. For growth
ill. Office Equipment Needs
(This needs to be done early...often delivery
takes months)
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N. Communications Equipment
A. Telephones
B. Two-way radio or cellular phones
C. Pagers
D. Computer lines
V. Transportation
A. Type of vehicles needed & how many
B. Buy or lease
C. Maintenance
VI. Field Equipment
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A. Recorders (format to be determined)
B. Cameras
C.Tripods
D. Light kits
E. Mics
F. Batteries/chargers
G. Equipment cases, cables, etc.
H. Maintenance
vn. Inside Equipment
A. Newsroom computer
B. TV receivers to monitor commercial
stations' newscasts
C. Synchronized clocks
D. Typewriter or two
E. Video tape editing facilities
1. maintenance
2. parts stock
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VIII. News Services
A. Wire
B. Weather
C. Sports
D. Tape shipping procedures
1. bus
2. Federal Express
3. train
4. courier
5. pay stringers' mileage
XI. Stringers
A. Barstow
B. Lake Havasu City
C. Needles
D. Victorville (in addition to crewing)
E. Redlands (in addition to crewing)
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X. Alliances
A. Sacramento TV station
B. Los Angeles TV station (probably an Indy)
C. Palm Springs TV station
D. Area weekly newspapers
(utilize their reporters in exchange
for plugging their papers)
XI. Live Capability
A. Vehicle
1. receive site?
2 Ii .?
. censmg.
3. frequency coordination
B. From bureau or bureaus
XII. Insurance
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A. On equipment
B. On vehicles
C.E&O
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CREA.TIVE COMMUNlCATIpNS ASSOCIATES. INC.
Creative Communications Associates, Inc. (CCA) is an international corporate
communications firm specializing in providing a variety of communications and trlIinillg
services to clients in business, industry and government.
CCA is headquartered in East Providence, RI with offices in Washington, D.C.,
Detroit, MI and London, England.
Areas of specia1ization include video program production, television news consulting,
corporate public strategy, pre-crisis communication planning, media and presentation
training, as well as interactive video training.
In addition to CCA's list of corporate clients, the company produces the nationally
syndicated television program "Crime Stoppers 800" and produces news and public affairs
programming for London Weekend Television in the United Kingdom.
CCA's staff of journalists, producers, editors and communications consultants is
unique in its qualifications. Few companies, anywhere in the world. currently provide
clients with the wealth of expertise offered by Creative Communications Associates.
The entire IbIand Empire will be under the direct supervision of CCA Senior
management. (see project personnel)
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nillJECT PERSONNEL
EDWIN HART
President/CEO
Mr. Hart is a veteran, award-winning journalist with over
thirty years experience in TV news. He was a reporter and
prime anchor at KRON in San Francisco and subsequently a
news director in several markets in the Midwest and East
before being named Corporate Vice President for the eight-
station Knight Ridder Broadcast group. Mr. Hart founded
Creative Communications in 1986.
MEL J. KAMPMANN
Executive Vice President
Mr. Kampmann, a native Californian and graduate of Fresno
State College, has over thirty years of major market TV
News experience. He was News Director at KRON in San
Francisco, KOA in Denver, WPVI in Phil'lrlelphia and
WJLA in Washington, D.C.. Mr. Kampmann is responsible
for developing the Action News format now followed by
stations across the country.
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MATI JAMES
VP/PrOduction
Mr. James is a veteran reporter, producer and news director.
His stations in Dayton, Las Vegas, Reno, Houston and New
Orleans have won many awards for news coverage. Mr.
James designed and developed several news departments
from concept to air. He currently acts as executive
producer of CCA' s nationally syndicated program "Crime
Stoppers 800".
HARVEY GERSIN
VPJResearch
Mr. Gersin, with 30 years experience in broadcast research
and consulting, was a pioneer in television news research
with stations in New York, Boston and Chicago. He was
with ABC 1V News research for seven} ears. Prior to
joining CCA, Mr. Gersin was Executive Vice President and
a principal in the television news consulting firm
Reymer/Gersin. He has developed many innovative,
targeted research techniques for business, industry and
television.
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INVESTMENT
CCA will design. develop and oversee Ihe facl-finding
phase (research) and provide analysis and recom-
mendations in wriUen form wilhin six weeks of contract
agreement.
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CCA will design. develop and prepare a detailed plan of
operalion for the Inland Empire News as described in the
preceding docuJllcnt. ProjccI 10 bc complcled and delivered
within ninety days of conlract agreement.
Total investment........................$48.500*
Terms: one-third on agreemenl. one-third at forty-five days.
onelhinlupon delivery.
*plus expenses as agreed
.l1Soo.aO f'A IJtd ~ 1/'1'11
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