High-Definition Student Media Broadcasting Initiative
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High-Definition Student Media Broadcasting Initiative Date: September 5, 2014 To: LCCC College Council From: J.L. O’Brien, multimedia instructor; Rosalind Schliske, mass media instructor Re: Innovative Funds Re-application A: Project Area Instructional Effectiveness 2013–2020 Strategic Plan Goal 4 “A physically transformed college”: B. Remodel/renovate/expand existing campus facilities and infrastructure to transform the campus in ways designed to meet the future needs of students and community. iii. Modernize, expand, and update the College’s data technology infrastructure. B: Executive Summary “High-Definition Student Media Broadcasting Initiative” Overarching Goals The Laramie County Community College Mass Media and Multimedia department’s planning project called the “High-Definition Student Media Broadcasting Initiative” provides opportunities for students to broaden their skills in media through improving the capabilities to offer quality broadcast programming through the department’s acquisition of Channel 11 for student media. In addition, moving the college’s TV presence currently buried on the standard definition (SD) part of the spectrum where few are watching to the high-definition (HD) portion increases the institution’s visibility in the community and is the direction cable TV is being delivered. Cable provider Charter supports this initiative in part because one SD channel takes the “slot” of two HD channels. With no additional budget or personnel for the responsibility of Channel 11, during the past two years, the MMMM department has been able to improve the capabilities of the broadcast channel and to increase its usage by other departments/services on campus. Through collaboration, the following areas have assisted in providing equipment: information technology/audio visual department; Ludden Library; Foundation; and facilities and events department. Also through collaboration, the MMMM department has provided service to the campus community to include the athletics department; the public relations department; distance learning department; student services area; facilities and events department; audio visual department; music department, and the board of trustees. Planning for future collaborations is already underway. Funding Request Even though the department has submitted this request twice before, Perkins grant funding was secured, and department budget was utilized to purchase more than $21,000 worth of the required equipment originally requested. Because of that, what was originally an estimated timeline that would have taken us into the 2015–2016 academic year, we now can potentially realize this initiative during this academic year in time for basketball season. The MMMM department is ready to commit more than $7,000 of its budget this year, but we need that last $25,490 from innovative funds to give students the experience they need on professional-level equipment to be competitive in the marketplace and to increase visibility of the college and its programs/services in the community by providing higher quality programming that could sustain the audience’s interest and attention. Moreover, the Vanderbilt University consultant hired by the MMMM department to analyze Channel 11 indicated that compared to other educational institutions LCCC has the unique opportunity to capitalize on advertising opportunities with very low paperwork maintenance. LCCC’s channel does not require FCC licensure, nor does any agreement with Charter exist prohibiting advertising. Timeline If this request for $25,490 is approved, it would give the college the ability to broadcast in high definition within this academic year. C: Project Description High-definition delivery In May 2013, a broadcasting consultant visited the department to evaluate the potential for Channel 11. The consultant said: “Channel 11 as it exists currently has little relevance as a viable television station on the Optimum [now Charter] cable system. … and for viewers the programming is minimally relevant due to its rotating nature and the immediacy of weather information.” The consultant identified the basic, no-frills equipment requirements and set priorities to improve Channel 11’s capabilities. The identified equipment would enable student media to provide sustainable programming and capture more than a passing audience. Based upon the consultant’s report, the most critical needs were to upgrade the cameras used by the students; upgrade a communication system to improve the quality of multi-camera broadcasts, and upgrade the encoder/decoder system to make off-campus broadcasts. In our original August 2013 proposal, we requested innovative funds for four high-definition cameras; a Telex communication system, and a V-brick encoder/decoder. On December 2, 2013, the department learned its request for federal Perkins grant money was approved in the amount of $20,000 to be spent in the 2013–2014 academic year. The department purchased the Telex communication system by which a student director of a broadcast can communicate with the camera operators and on-air talent to ensure high-quality live broadcasts. The department also used the federal money to purchase the V-brick encoder/decoder system that allows broadcasts to be encoded at the point of recording, transmitted via the Internet to the decoder situated in the Channel 11 office in the MMMM department, and decoded for broadcast. In addition during the spring 2014 semester, the MMMM department delayed other needs and purchased two of the four needed high-definition cameras to replace the set of standard definition cameras the department currently uses. Those cameras, Canon XL2s, were state-of-the-art in 2004 and are now in varied states of disrepair. Four cameras are needed so that multi-camera broadcasts are possible, improving the quality of the broadcast. Student Learning With the requested equipment, student media would be able to provide students with additional skills and experience to help them compete in an increasingly diversified job market, opening opportunities at local television and radio stations. Additionally, a diverse skill set is more highly valued within newspapers and public relations organizations. Employees must be able to do more than simply write or shoot. In an article in the Society of Professional Journalists’ magazine, Quill, a digital media writer said, “Quality video, like a quality story, is the product of a process and requires a unique skill set using appropriate hardware/software tools and experience to do it well.” The three local high schools all have broadcast communication programs, and this fall semester the MMMM department has enrolled an increasing number of students from those programs. The nearest university that offers a broadcast communications program is Colorado State University. There is an opportunity to capture students with an interest in broadcast communications locally as well as regionally. The development of a broadcast communications program additionally offers the potential to open a pathway to an articulation agreement with Colorado State University, providing students with a pathway to a larger, more extensive program. Programming and Visibility within the Community Another benefit beyond the additional opportunity for students is to increase the visibility of college programs/events in the community. Channel 11 has the potential to reach more than 50,000 residents in southeast Wyoming through improved programming on Charter and Internet streaming. Currently, as identified in the consultant’s report, Channel 11 is not a sustainable viewing option: “Consumers may watch Channel 11 for a while, but if the quality of programming is not close to the quality of programming provided on other channels, they will abandon Channel 11 for something, anything, more watchable.” With upgrades in equipment, students will have the opportunity to improve the content and capture the attention of an audience that the college would then be able to capitalize on, engaging the community in ways currently impossible. Collaboration During the consultant’s visit, MMMM faculty met with Wyoming PBS and Charter Cable. Each organization expressed excitement over the prospect of collaborating with LCCC on improving programming for the community locally and statewide, including the possibility of collaborating with PBS on legislative coverage and statewide athletic events. The LCCC athletic director had initial discussions with the student media advisers about advertising opportunities that could mutually benefit athletics and student media financially in the future. He also attended the meeting with Charter. The MMMM full-time and adjunct faculty and the consultant also met with representatives (many coming to campus off contract) from the following college departments: public relations, Foundation, music, theatre and IT. Each offered exciting ideas about how his or her department could be involved with broadcasting. Progress In addition to securing equipment from various campus departments and federal funds, partnerships that have been developed have already resulted in actual live broadcasts over Channel 11 since it was acquired by the MMMM department. During the past academic year, ongoing coverage of the trustees’ meetings and public hearings was well as the bond issue election provided students with tremendous experience. Previously, broadcasts could involve only one student, but now the increase of student involvement has exploded. That was no more evident that