_ Igg6[~ITIDK '------

gaining more efficient access to vVorld ing home pages on the World Wide Wide Web sites on the Internet. In Web, a part of the Internet with an addition, the high speed access means easy-to-use graphical interface. Many faster downloading of video clips businesses have established Web sites ir offered by CBS and Home Box Oftice the hope of selling traditional mer­ over Prodigy. chandise or services to consumers who log onto the Internet each day. Some .... THE MICROSOFI :"JETWORK :l\IS'\)-No companies have even established "vir­ online service has received as much tual shopping malls" providing access advance publicity as the Microsoft :"Jet­ to hundreds of retailers and cata­ work. Launched in 1995, with cable loguers. In addition to those selling operator TCI as a major partner and merchandise on the vVeb, some compa· hundreds of companies as information nil'S are trying to make a profit by providers, the Microsoft Network is charging a subscription or usage fee to included in Windows 95, an operating those accessing their site. For example, system for many PCs. This ensures that some newspapers will allow you to a large number of potential subscribers access their main vVeb page at no cost, will have access to the service. The but charge a monthly fee and ask for Microsoft ]'\etwork is similar to other an established password to gain online services in terms of content but entrance to their features and articles. it has a different pricing strategy one that allows each information service A majority of commercial sites on the provider to set its own price. World \'Vide \'\leb are using their site to advertise, promote an image or simply YlSN also offers a few different pricing to join the "Web .Fever" while searchin! packages for its basic service, including for a niche on the "information super­ a low-cost package for those who will highway." While the number of Web use it only occasionally. Subscribers can users has grown rapidly, it is less clear access the service through the tele­ how businesses will earn a profit on the phone network, and through selected Web. The fact remains, though, that cable systems at much higher speeds. the Internet has captured the imagina­ MSN has a powerful server and soft­ tion and interest of a lot of people. ware tools, called Blackbird, that can provide seamless access to the Internet. Nearly every type of business, institu­ tion or organization can be found in .... 'I'm: INTER:"ET .\S.\ Sl'PI}UIH;fI\\,\\ some capacity on the World Wide Web The Internet has grown at a very fast Some businesses, however, have rate, both in usage and in the number embraced the Internet in a very con­ of businesses and organizations creat- spicuous manner. Some of the most common types of businesses found on the 'Neb are banks, newspapers and magazines, TV and radio, and retailers and cataloguers. Year Onllnes Seruice Subscribers [able Smlces and ActJultles 1gg5 8 Cable companies are exploring many 1gH 11 new services including telephone service, CD­ ) g97 15 ROMs, online services, interactive television and I gg8 18 direct broadcast satellite. They are competing in I ggg 1a new arenas, e.g., against local telephone compa­ nies, and hedging their bets by becoming Source: A1ultimedia PC Marketing Council partners in new services that compete with cable such as direct broadcast satellites.

"24 ______g~OlllO -----J_

With the promise of very large capacity munications (Providence]ourna~, Cox Cable Com­ cable systems in the near future, many groups munications and Times Mirror Cable TV have launched or announced new cable chan­ Prevue and TV Guide On Screen, likewise, have nels. However, the reality is that until digital established relationships with MSOs represent­ compression is implemented on a large scale, ing a large share of the nation's cable there will continue to be very little channel avail­ households. ability on cable systems. Cable is moving ahead in ways that are Gaining access to cable systems often important to public television. For example, involves striking marketing deals with cable Cable in the Classroom (CIC), an industry trade operators. This is clear in the negotiations that group that represents cable system operators and have taken place between electronic program a consortium of program suppliers (including guides (EPGs) and cable operators. The EPG PBS), has successfully wired over two-thirds of companies that now stand firmly in position to classrooms in the L:.S. It also provides a package test the market include StarSight, Gemstar, Pre­ of noncommercial programming to classrooms. vue Interactive and TV Guide On Screen. Each Public television is the largest program supplier has been negotiating relationships with major for Cable in the Classroom. Further, CIC cable operators. These arrangements will make research shows that public television is the most it very difficult for any newcomers to enter the heavily used CIC service-fig percent of teachers market. StarSight, for example, has agreements surveyed indicated that they use public television with Viacom Cable, KBLCOM, Colony Com- programs regularly. _ L-_.....:...... -:-..:.... 11 _

tures about science, nature and history. [ROlt LtlflHHll rlLrlllrlbilllf ,dj These are supplemented by daily news Humber of Percentage reports, bulletin boards and live chat ~uailable Channels of :,ystems about specific topics. Revenue is derived from an online store, advertis­

1 B ing and a planned subscription ft'e of 2 1B $24 per year. J 21 4 10 .. VIACO\CI ONU'iE DSL\ ACCESS. Viacom 5. g 16 is providing online access to Prodigy, 10 14 11 America Online and the Internet to a 15 . 1g 10 group of trial households in Castro Valley, California. Viacom is testing the 20t I system from both technical and market- Source.' Beta Survey ing perspectives. Cox Cable also is . testing data delivery over cable on thm systems in Omaha, Phoenix and San Other cable activities include: Diego. Data can be sent over cable at much higher speeds than over a stan­ .. C:\"N AND CNBC DESKTOP VIllEO. dard telephone line. However, cabk Both CNN and CNBC have launched modems are expensive compared to desktop video services. They provide telephone modems. J\:fost cable video feeds of their news services to modems cost $500 or more, compared businesses and other organizations. to $50-$200 fiJr telephone modems. CN1\"s service, "C:"JN At Work," is a Zenith recently introduced a cable partnership with Intel. They charge modem for $300. $150 per user per year fiJr the service, which delivers video at 12 frames per .. TI\tE WAR'\ER'S FUl.L SERVICE second (compared to 30 Ii-ames per sec­ '.\'ETWORK. Time Warner's high-end ond for normal video over cable or interactive television service in Orlan­ broadcast). It does not provide true do, Florida The Full Service video-on-demand but a user can store Network-was announced with great the incoming video ICed and view it finfilfe in 199:-1. It was to be launched later with near-video-on-demand con­ in earlv 1994 and was scheduled to troL provid~~ video-on-demand, home bank­ ing and shopping, telephone service, .. D1SCOVERY CHA:\:\EL. Discovny Chan­ video conferencing, and video games nel is very active in developing played between households, among applicati(;ns for new technologies. It other services, to 4,000 households. It has developed a video-on-demand ser­ was launched and installed in late 1994 vice, Your Choice TV, that has been in just a few households. The number tested in a few markets. It otli>rs televi­ of services and users grew slowly in sion programs to users for prices 1995; a filII service network is not ranging from less than $1 to a kw dol­ expected to be in place until 1996. The lars. It is also participating in a trial of delays experienced by Time \Varner interactive television with Microsoft in are not unusual. .:"Jew technologies and Seattle. Discovery Channel's multime­ services invariably take longer to imple­ dia group has also created P(: software ment than planned. and CD-RONIs, including the CJ)- ROyI Sharks! An Interactive ]oul'lle)!. Telephone Company Rcttuttles After launching modest services on Telephone companies have announced Prodigv and America Online, Discov­ many plans to offer video services to consu~ers. erv Ch~nnel launched an ambitious They also have changed their plans many tImes. W~Jrld Wide Web site with monthly ka- A few important trends are now becoming clear.

_26 g g

First, telephone companies have put high-end tems in direct competition with existing interactive TV on a much slower path of devel­ cable operators. The Ameritech systems opment. Several trials have been canceled; mix fiber and coaxial cable. They can others have been postponed. The reasons J()r provide hundreds of channels through this are the high cost of the technology, the the usc of digital compression and can equally high cost of creating new content, and cvolve over time to provide advanced uncertain demand by consumers. services such as interactive TV In the Secondly, telephone companies are short term, however, it is becoming a exploring alternative ways to deliver video to regular cable TV operator. At the same homes, including wireless cable (transmission of timc, it has f()rmed a programming video by microwave to small dishes on homes), alliance with three other large tele­ ADSL (transmission of VCR-quality video over phone companies and the Disney ordinary telephone lines), and hybrid fiber-coax­ company. ial cable systems that are similar to the systems used by cable TV operators. A high-end system ... SNET (SOl THER:'\ :"JEW El'\GLA:'\D that utilizes fiber throughout the entire systcm is TELEI'HO!\E) has a very ambitious plan simply too expensive in the near term. to completely replace its own copper Third, telephone companies are f()rm­ infrastructure with a sophisticated high­ ing new partnerships to create or acquire capacity fiber broadband network. By content. Bell Atlantic, I\Y:"JEX and Pacific Tele­ 199H, Sl\'ET plans to reach approxi­ sis have formed a $300 million partnership to mately 500,000 customers in acquire and produce programs. The partnership Connecticut (one-third of its overall is called Tele-TV SBC Communications (f<:Jf­ customer base) with a broadband net­ merly Southwestern Bell), Bell South, GTE and work called I-Sl\'ET It hopes to Ameritech have formed a $500 million partner­ complete the network by 2009. This ship with Disney to create a national program would place Connecticut among the S(TVICC. first states to have a broadband fiber optic network that is widely available to ... BELL ATLAI\'TIC is pursuing many diller­ homes, schools and businesses. SNET ent paths simultaneously. It has formed has reported positive results from its a partnership with two other large tele­ 199:) video-on-demand trial that was phone companies to acquire and designed to test service appeal prior to produce programs. It also has formed a a large-scale service launch. partnership with NYNEX to buy a large wireless cable company. Using ... LS WEST is pursuing a strategy with wireless cable's over-the-air microwave many components. It also has changed transmission and digital compression, it direction from an earlier strategy. Like will be able to oller 100+ channels of some other large telephone companies, TV Bell Atlantic believes that wireless it submitted an ambitious plan to the cable is a less expensive first step into FCC to build high-end video dialtone the video business, to be f()lIowed by systems throughout its territory. It then higher-end fiber systems when the costs withdrew the video dialtone applica­ to build those systems come down. At tions and announced a more modest the same time, Bell Atlantic is experi­ approach. This includes a market test menting with a high-end fiber optic of a high-end fiber system in Omaha to system in Northern ~ewJersey and help it determine what path to pursue. conducting a trial with low-end ADSL It is also evaluating wireless cable, technology (i.e., video sent over regular ADSL and direct broadcast satellite as telephone lines) in Northern Virginia. alternative delivery systems for video. In addition. it has invested in one large ... AMERlTECH is pursuing a relatively sim­ cable company (Time "Varner Enter­ ple strategy. It is "overbuilding" cable tainment) and purchased a regular systems in its five-state territory. This cable system in Atlanta. It is rebuilding means that it is building new cable sys- this cable system in order to offer more f ~ I 1 I ~ H

~ISTRIHTIH [OM~[TITOH

Millions of ~ubscrlblnQ Households

~ysfem 1ggo ]q gI I ggs 1ggg 2000

~~-+-- [ abl e TU 6I 5 62 5 63 4 64 2 65 Tel C0 [ able 0 8 I 5 2 5 4 5 I o B ~ 3 5 4 0 4 5 4 B 5 Wireless [able I g 2 J 2 6 J 0 J

Source: Paul Kagan As.lociates & Cable '"Yodel

video services and to provide telephone hopes to purchase additional satellite service over cable in competition with transponders and switch to smaller the local telephone company. dishes in 1996, pending FCC appro

Olrect Broadcast Satellite SerUICes ... DIRECT TV is a high-powered DBS s vice that is owned by Hughes Direct broadcast satellite services must Electronics, a subsidiary of General compete with cable TV, new telephone fiber Motors. DirecTV owns the satellite optic and coaxial cable systems, and wireless supports its service of ISO channels ( cable systems. YIany analysts believe that DBS of these are pay-per-view). It also lea will be adopted by a modest share of U.S. house­ space on its satellite to a competitive holds. After competing with these alternative DBS service-U.S. Satellite Broadcast­ svstems however DBS operators must then com­ ~ete ar~ong the~selves ing. DirecTV is the most ambitious for DBS customers. The DBS service to date. It invested si~nifi field is crowded and growing more crowded. cant funds in the high-powered sate1li as well as ground operations and mar ... PRlrvIEST\R is a medium-powered direct keting. In spite of these high investme broadcast satellite service that was costs, it claims that it can be profitabl begun by six cable operators and Gen­ with three million subscribers. Towar eral Electric to head off' the onslaught this goal, it has f(lrged an important by high-power DBS operators. Primes­ alliance with the National Rural tar uses a Ku-band satellite that can Telecommunications Cooperative to deliver TV signals to a three-f{JOt dish. market the service in rural areas. Alie This is much smaller than the IO-foot finding some resistance to the high co TVRO dishes but larger than the 18­ of hardware, DirecTV also has begun to-20-inch dishes for high-power DBS. to offer a monthly price that includes Primestar began with a 10-channel ser­ lease of equipment. vice but quickly moved to digital

compression, increasing its capacity to ... G\L.\XY INSTIHTI' is a DBS education 73 channels. It also has attempted to project funded by Hughes' DirecTV It overcome the barrier of high equip­ uses the DirecTV satellite to transmit ment costs by leasing the satellite dish IS-minute course-related segments to to consumers. A subscriber can lease schools. In its pilot phase it is free to the equipment and receive a package of schools, but the fully operational servi ~no channels for approximately per will charge $6,000 per school for three month. Like its competitors, Primestar courses (two science courses and one also offers pay-per-view movie channels English course). The programming is and special sports packages, e.g., the taped, but it lets students send faxes NFL, NBA and NHL offer packages of which may be read or displayed in su 200 to 400 games for seasonal kes sequent course segments. ranging from $69 to $149. Primcstar

"2B I g g 6 I ~ III ~ I 1 H I fl 'I

There are other operating and planned ... Will commercial groups shape the devel­ DBS services, including U.S. Satellite Broadcast­ opment of new technology services? ing (owned by Hubbard Broadcasting and a consortium of private companies), EchoStar and ... Will public television have access to the AlphaStar. It is unclear how many DBS services .'lOO-channel cable environment and the the marketplace can support. In Europe, where video dialtone environment of tele­ DBS services were launched prior to those in the phone companies? U.S., there has been a consolidation of services because multiple DBS providers could not com­ ... Should stations participate in technolo­ pete profitably. The same type of shakeout may gy trials with telephone companies, occur in the US. cable operators and computer organi­ zations?

QUtSTIOHS fOR PUBliC TtltUISIOH ... ''\That are the missing pieces in the new technology environment and can public '''''hat do these commercial sector trends television supply any of these missing and activities mean for public television? It is pieces? important to assess the implications of commer­ Do HO\/l:S\.\D SCHOOLS HAVE THE NECESSARY cial trends for individual stations and public L(~UIP\IL"I Y\1l \IEA"S O!\CCI:SS TO U'ILIZE television generally. Are new opportunities emerg­ TH LSI, :\1:\\ "U-lVI<:ES~ ing for public television as a result of commercial sector activities? Do any of the new services pose Ownership of equipment and access a competitive threat? More fundamentally, which vary a great deal based in part upon financial of the new services are viable in the marketplace resources, need and interest. In mid-1995, 64 per­ and which are public relations hype? cent of U.S, households had cable service, 40 Among the many issues that are rele­ percent owned a personal computer, eight percent vant to public TV, there are six noteworthy used online services and five percent had a satellite questions that this section will examine: dish. However, these percentages change when there is a strong need. For example, in lVfontana ... Do homes and schools have the neces­ and other rural states with relatively few cable sys­ sary equipment and means of access to tems, more than 20 percent of households have a utilize these new services? satellite dish. for this reason, a station must evalu­ ate ownership of equipment in its local market ... \'\That do these new technologies or ser­ and among the target group of users. vices cost, are people willing to pay for For schools, there are also many varia­ them, and do they work? tions in ownership and access based upon the location of the school district, the financial

K-12 HBllC SCHOOlS

Percentage of Schools Technology With Rccess Computer With Telecommunications [apabllity 75 [ableT U /4 Broadcast IU / 0 OnlIne Serulces [[ommerCial PubliC or Internet] H Int ern et 35 I I Closed [ircult IU 25 One,Way Uldeo/Return Rudio On Computer 10 Iwo-Way UIGeo SeruicelTwo-Way Rudlo 6

Source: us. Dept of Education, National Center for Educational Statistic\ ~g ; I -'------

resources of the local communit\~ and the com­ The importance of innovation shoulc mitment of each state to technology as a not be overlooked. Public television has a stron resource f()f education. In general, thtTt> is a rea­ track record in developing innovative uses for sonably high level of ownership and access f(lr new technologies. The use of satellite to distril many new services. A survey of K-12 schools by ute programming is just one example. Here, the U.S. Department of Education in late 1994 commercial groups followed the lead of public f(JUnd that approximately half of schools were television. In other cases, however, public telev connected to an online service or the Internet sion has developed innovative uses f()r a new but only three percent of instructional rooms technology but the lack of interest by commer, were hooked up. Teachers were the primary cial groups doomed the chances fe)r the users of these services. innovation. Teletext (an on-demand text servic that piggybacks on a regular broadcast signal) \VHAT DO THESE '-JEW TECH\iOJ( )(;II,~ OK SEK­ provides an example. Public television developl VICES COS'I~ ;\KE PEOPLE WILI,I'\(; 10 PAY I'OK a number of innovative applications for tdetex IHE\I, ,\'\D DO THEY WORK? but commercial groups showed little interest in the technology. As a result, the technology was Technologies are often very expensive never marketed to consumers and the innovati' when they are first introduced. \Vhen black and applications never had a chance to be developt white TVs were introduced in the late 1940s,

they cost the average household the equivalent \VILL PUIUC TELEVtSIO,\ HAVE\CCESSI() THE of six weeks' salary. Over time, economies of 500-CHA'-J'\EL CABLE E:,\\'J({O"ir-,IEI\T X'ill Ill!: scale bring the costs of technology down. Today, VJI)EO DIAJ:lUI\E E"iVIRO\ir-,IE"iT OF TELEI'HO,'i1 mature technologies like TVs are relatively inex­ CO"1P:\"i tEse pensive, more recent technolof-,ries such as personal computers arc much cheaper than five This is a crucial issue, with regulator) or six years ago, and new technologies such as and marketing components. On the regulator) HDTV are very expensive. In planning to offer side, the Association of America's Public Tele\ a new service, it is important to consider who sion Stations (APTS) has waged an intensive the likely user groups will be in years 1-3, 4-6 campaign at the national level to secure access and 7-I 0 of the service. for public television in the new mega-channel ,Many new technologies and services environments. However, the national efl()rt mu arc plagued with technical problems. Some be supplemented at the state and local levels. problems are eliminated through de-bugging but It is equally important to show cable some are fundamental flaws. It is important to and telephone companies that public televisior rely on the expertise of your station's engineer­ is a vital asset in the new technology environ­ ing stafl and reports from reliable industry ment. Developing innovative new services is or sources -- not the press releases of those rnarket­ way to demonstrate the value of public televi­ ing a service or technology. sion. Audience research also supports public TV's case. For example, PBS research shows \VILL COl\I\IEKCL\L (;KO( 'ps SIL\PE III E DEVEL­ that cable subscribers who watch public televi­ (»,:\IE'\T (ll' 'JEW TECH:,\( lLO(;Y SI':K\'!(I:S" sion regularly have a more positive attitude about cable TV than cable subscribers who do The interests of commercial groups not watch public TV regularly. In other words, can shape the development of new technology public television adds value to cable. services either because they devdop tht'm first or because they can put enormous resources SHOLLll STHIONS PARTICII',\TE I'" TECII:,\OLOG' behind marketing. In this sense, public television TKL\LS \\ITH TELEPHO!\!: CO\IPA\iU:S, CARLE should be aware of what technologic's commer­ OPERATORS ,\'iD CO"IPI"t'EK OK(;A:,\IZ,\((O'iS? cial groups are developing and which audiences they are targeting. The tough decision that fol­ Each station has to weigh the pros anc lows is whether to join the direction of cons of participating in trials based upon its commercial groups or move in a difkrcnt din~c­ resources and the potential benefits. Assuming tion. For example, commercial groups may that it does not drain resources significantly, develop new technology services for consumers there are a number of potential benefits associ­ and businesses, while ignoring education. ated with participation in trials. First, a station ______g_g f_D__T_I_D_H _

gains firsthand experience in creating new ser­ vices, and adds to the skill-set of its employees. Second, there is much to be learned from the reactions of those who use the service in homes or schools: do they like the service, how do they use it, and are they willing to pay for it? Third, a station can position itself to move into the mar­ ketplace quickly when and if the trial becomes a regular service. There is also an intangible value in being recognized as a "significant player" by the cable, telephone and computing industries.

\VIL\T ,\RE THE \IISSING PIECES IN THE \iL\\ TECH:\( H.O(;Y ENVIRON\IENT A'JD CAN 1'll11.1C TELEVISIO'; Sl 'PI'LY ANY OF THESE VIlSS[,\(; I'IE(:I·:S':' There are many missing pieces in the new technology environment. For example, where will the content come from, especially local content? This is clearly a missing piece in proposed interactive television systems. Second, do we really know what end users in homes and schools want? And, who do end users trust to bring truly valuable services into the market­ place? Third, what social benefits or negative eflects will be derived from new technology ser­ vices? And, who will assure that new services bring positive social benefits? These are missing pieces that public television can supply. Public TV has both a solid track record in each area as well as the trust of the public. Public television is a major producer of content, especially local programming and services. It has placed a strong emphasis 011 the end user and there has been a demonstrated trust in public television by its viewers. In addi­ tion, public TV has an established history of using technology to benefit all components of society individuals, schools, government and social organizations.

31" '-- I_g_g_6__t_D_I_l_I_U_H _

[RPT [ TflfUISI~H TRfHOS RHO RCTIUITlfS

Press coverage about new media activi­ mercial broadcasters, cable operators or tele­ ties has missed an important story: public phone companies can match public television's television is a major innovator of advanced record of achievements in DBS. telecommunication technologies and services. Public television also leads in providing While cable operators and telephone companies multiple channels of service. More than three have made headlines based upon promised ser­ dozen stations provide second and third chan­ vices, public television has been implementing a nels of programming in their service areas, e.g., broad variety of new services. These include many program a second channel on their local direct broadcast satellite services, multichannel cable system. PBS also feeds multiple channels services, interactive programming, multimedia to local stations. and online computer services, among others. In addition, public television leads com­ The future communication environment will be mercial broadcasters, cable and telephone very exciting and public television is leading the companies ill providing online services, through way to make it a reality. PBS Online, Learning Link, Community-Wide \\That are some of the areas where pub­ Education and Information Service (eWEIS) lic television can point with pride to its sites, and dozens of Internet sites. The same leadership role? There are several technologies holds true for interactive content: public televi­ and services. For example, public TV is a lead­ sion has been creating interactive content for ing provider of direct broadcast satellite services: more than a dccade, including interactive tele­ Georgia, Louisiana, Kentucky, l',!ebraska, South courses, videodiscs and (more recently) Carolina and more than 20 states that partici­ CD-ROMs. Public television's leadership role pate in the Satellite Educational Resources also has included digital compression and multi­ Consortium (SERC) all provide DBS services. At media as well as important participation in a national level, PBS provides multiple channels testing HDTV and video-on-demand. of direct broadcast satellite services. .:"Jo corn-

STRTI~HS )I , t L l L itlLlOMMHilH u N II L I I U, I l S BY HBllC TU

Act IVI t Y Percentage of Stat Ion s

Have eKlstlng two-way II nk 10 lo cal. \0 stat e 0 r regional fib er optiC network or pl an II nk

Plan to purchase digital equipment in 1 gg\ \ I : Provide locally generated content on the I H I Internet for l 0 cal com munit y or I pIan to prOVide ser VIce

Provide PBS onII ne services to 6\ l 0 cal community _. Program eKtra cable channel 18

Man age pro gram min g on cab l e for pu bII C. 22 edvcat Ion al . or government access chan nel

Source: CPB 1.995 Annual Station Activity Suroey (204 ReJpondents) JJ" q q f D _L------

All of these innovations have been Kentucky, Louisiana, Nebraska and South Car­ implemented without diminishing public televi­ olina are among the state PTV networks that sion's core broadcasting services. Furtlwr, they use satellites for the distribution of program­ have been developed with t'xceptiol1al efliciency ming to their local broadcast transmitters as well and productivity by a talt'nt pool lhat is second as to provide some services directly to schools to none. and other institutions that have satellite receiv­ To help you better understand public ing equipmenL television's role in exploring new technologies and innovating new services, this chapttT will Hybrid State Hetworks explore: Many state public TV organizations have examined how they could best distribute programming and other services. They analyzed Hlf[OMM~HI[RiIOH iRfHOS many alternatives, including satellite, microwave. IH PUBll[ iHf~ISIOH fiber optic cable, high-capacity telephone circuits and coaxial cable. Often, the choice has been to This section reviews st'veral telecom­ use a hybrid combination of distribution alterna­ ~ebraska, munication trends that are changing the ways tives. Indiana, Kentucky, Maine, South that your station's services can be provided and Carolina and \Visconsin arc among the states that accessed in the near future, including national have built or are planning hybrid networks. and state satellite networks, hybrid satellite and There are a few reasons for this trend fiber networks, digital compression. online com­ toward hybrid networks. First, a public TV puter services, re-versioning of content and organization may have an existing distribution eflt~ctively producing Jllr multiple distribution outlets. system that serves them in parts of the state, e.g., a microwave network that links several local broadcast transmitters. In this Hatlonal and State Satellite Hetworks instanct', tht'y may decide to supplement the Satellite distribution of programming is existing distribution system with one or more not new. PBS has been using satellite technology additional distribution alternatives to extend the! to distribute programming to local stations for reach of services, add capacity and lower costs. I more than IS years. \Vhat is new is the prolifer­ Second, some distribution alternatives may be ! ation of organizations both public television available only in parts of tht' state or they may I and related educational distributors of program­ be cost-effective in one part of the state but not ming-that arc using satellites. At the national another. This is often the case with fiber optics.. level, PBS has become a distributor of multiple Third, many state networks art' being channels of programming as well as a host f()r built in partnership with other statt' agencies. the distribution of services by many othn orga­ These agencies may have different nt'eds such il1 nizations on the PBS satellite. Other national telephone and data services. Further, they may: satellite networks include the Satellite Educa­ bring existing distribution capacity to the part­ tional Resources Consortium (SERe) Ag*SaL nership. Politics also can enter into the situation National Technology L'niversity alld Oklahoma as different telecommunication organizations State University. SERC is a consortium of pub­ lobby for part or all of a large state network. lic television organizations in more than 20 This trend suggt'sts that there is no sin­ states. Ag*Sat links more than ·W colleges and gle best technology fell' new networks. It also universities throughout the U.S. that haw agri­ indicates that public television is forming part­ culture departments. Each of these groups has nerships with other government and education fllUnd satellite technology to be a cost-effective agencies in creating new networks. In some way to distribute programming and tdecourses cases, public television has taken the lead in as wt'll as to link groups for teleconft'n'IHTs. fllrming the partnership and designing the net­ It is not surprising that satellites would work. In other cases, the motivation for creal' provide an t'conomical way to distribute pro­ a new state network has corne from other gov­ gramming at a national level. Additionally, ernment or education groups, and public many state public television organizations have television joined the partnership to take advan found satdlites to be an efficient way to distrib­ tage of cost savings that would result from a ute programming within their states. Georgia, shared network. '------'rUIIIOH_

HoulnQ into the DIQital ~Qe Online Computer SerUICes Public television is moving into the digi­ One of the most active areas for public tal age in two important ways. First, PBS and television has been the development of online many other public TV organizations are using computer services. Initially, the services were digital compression to squeeze more signals into developed for schools, libraries and other educa­ available satellite pipelines. This effectively tion agencies that had the necessary computers increases capacity and reduces cost. The amount and modems to access the services. Learning of compression varies with the type of service. Link and PBS Online services have been target­ For the regular programming schedule that is ed primarily for education users. In addition, transmitted by satellite to local transmitters for some computer online services have been estab­ broadcast into homes, stations may compress lished on the Internet for public TV two to four channels into the space that used to professionals to share information, e.g., informa­ carry only one signal in order to maintain very tion exchange services for public TV station high picture quality. For instructional television managers, engineers, producers, etc. ~1ore programming and other content that does not recently, many individual stations as well as require very high picture quality, they may com­ national organizations such as APTS, CPB, and press six or more channels into the space that PBS have developed Internet services that are used to carry one signal. available to everyone. Over time, public TV Over the next few years, compression online services will evolve to provide more ser­ technology will improve and the cost of devices vices for the general public, as more homes to decompress signals at receiving sites such as acquire computers and modems. schools or homes will decrease. This will mean Computer online services are a natural that more channels may be compressed into dis­ extension of the outreach efforts that public tele­ tribution pipelines and more people will be able vision has provided filr decades. In the past, to receive compressed signals directly. outreach consisted of print materials distributed A second important trend is the conver­ to schools, libraries and individuals to help them sion of public television equipment and facilities make better use of programming. Outreach also from analog to digital. PBS has installed one of included work by individuals at stations who the largest, fiJlly automated systems for distribu­ communicated with all of these groups. Today, tion of multiple services anywhere in the world. computer online services are an additional tool A wide range of new video and data services for distributing inf(lrmation to public TV con­ can now be shared among the stations as a result stituents as well as maintaining communication of this system, but many more are sure to fiJllow. links with them. The PBS system incorporates several different It is also important to keep an eye on file server technologies which should help to computer networks that are being developed filr pave the way for more cost-effective access to the future. Some of these will provide multime­ the large library of programming as well as sup­ dia and video content. It is possible that online porting higher levels of automation at the computer networks over the next several years stations. A CPB survey found that;)7 percent of will become an additional distribution outlet filr stations planned to purchase some digital equip­ public TV programming. In this sense, current ment in 1995. For some stations this involves a work with online networks is building valuable modest commitment such as the purchase of experience within the public television commu­ digital graphics equipment and digital storage nity that may lead to the development of devices that can automatically insert program important fllture video services. announcements. For others, such as KCTS in Seattle, it involves a major commitment to digi­ ProdUCinG for Multiple Distribution Outlets tal high definition television (HDTV) Public television began as an over-the­ equipment. \Vhether at a moderate pace or a air broadcast service. Later, cable became an rapid pace, public television stations are becom­ important additional distribution outlet. Today, in g digital. more people n'Ceive public television through cable than ovtT-the-air broadcast. People also receive public television programming through videocassett{>s, direct broadcast satellite and

35" _ q~5 ------fUIIION

microwave. For a long time, public television media design, computer programming and simply transmitted or copied the same program­ human factors testing of consumers to deter­ ming in each new distribution medium. mine if the design of an interactive program is However, many of the emerging technologies clear. The latter recognizes that while people have different capabilities and characteristics. In watch television programs, they must navigate order to be effective with the new media, it is through and use interactive programs. important to adapt programming and use the The usc of the terms "telecommunica­ capabilities of the media. In creating original tions" and "teleplex" also send an important programs, this is called "multiversioning" or signal to the outside world that new telecommu­ producing multiple versions of the program. For nications technologies are an appropriate part of example, a broadcast version of an educational public television's turf vVe are not just broadcast program may contain regular video with supple­ television. \Ve are multimedia producers of con­ mentary print materials, while a CD-ROM tent that is distributed through a broad range of version of the program might integrate the print telecommunications technologies. materials into the CD-ROM, including interac­ tive quizzes. It is also possible to take programs that already have been produced for television TflfCOHHUHICRIIOH RCTIUITlf~ BY broadcast and adapt them to the new media, e.g., by adding new elements for a videocassette PUBliC IflfUISIOH or online content that will be used after a person views the program. This is called "reversioning" This section describes selected public or reworking existing content so that it can he TV activities in five areas-national satellite sys­ used effectively in a new medium. tems, state satellite networks, online services, multimedia services and multichannel services. The fmergence of TelecommunicatIOns The case examples in this section pro­ Centers and Tele~lexes vide a sample of the telecommunication activities by public television organizations. A number of public television stations Many additional activities are underway-too and state networks, including public TV groups many to be reported here-and many more are in Maryland, ~ebraska, Ohio and other states, planned. API'S maintains information on these have changed their organizational names, activities that is available to its members. APTS replacing "television" with "telecommunica­ also reports on these activities in its quarterly tions" or describing themselves as a teleplex, newsletter, 'Transition, which appears in print and e.g., :"Jebraska Educational Telecommunica­ on the World Wide Web. tions-The Nebraska Teleplex, Ohio University The activities vary in scope from build­ Telecommunications Center, and Maryland ing hybrid state networks with satellite, Public Television Teleplex. The use of these microwave and fiber components, to creating new terms is more than symbolic. It represents a interactive multimedia programming, to offering genuine change in how public television organi­ new digitally compressed DBS services. They zations conduct business in the new technology reflect the needs of end users in each specific environment. context as well as technological costs and feasi­ The terms "telecommunications" and bility, and each public television organization's "teleplex" represent a broader scope of tech­ mISSIon. nologies that includes, but is not limited to, While there are many differences in the television. Public television organizations not activities, a few common themes emerge from a only are creating content for many diflerent review of these new services. First, no single tech­ telecommunications media, they are working nology dominates the new technology more closely with cable, computer, telephone environment. There are many valuable technolo­ and other telecommunications companies. gies in the emerging environment and often it is a Telecommunication centers and tele­ combination of technologies that serves best. Sec­ plexes work in many new ways. For example, ond, computer technology is becoming a growing they are breaking the mold of traditional one­ component in public television offerings including W,ly broadcast services by creating two-way online services for personal computers, interactive interactive services. This requires not onlv new services that make usc of computer programming equipment but also new skills such as multi- l~gvfD!)!DH_ '------

and digital compression that relies on complex computer algorithms to squeeze more content into a distribution pipeline. Third, public televi­ sion organizations are becoming multichannel distributors of programming and services.

Hatlonal and State ~atellite Hetworks

A PBS l'\AIIO'\\L SATELLITE PBS owns seven transponders on Tel­ star 401 (I C-Band and 6 Ku-Band). Some regional PTV organizations and state networks lease space on the PBS transponders; others lease or own additional transponders on Telstar 40 I. In 1995, the transponders used some tradi­ tional analog transmission and some digital compression (which effectively increases the capacity of the transponders). By mid-1997, PBS and other public TV organizations expect to convert to an advanced digital compression system (DigiCipher II/MPEG-2 compatible compression). This will significantly increase the effective capacity of the transponders. At that time, additional capacity should be available for lease by other public TV organizations.

A KET ST\R CJl.\'\:\ELS S\JJ:JJXJI. SYSTF:\I Kentucky was an early innovator of state satellite networks. KETs Star Channels Satellite System was launched in 1989 to address a critical shortage of courses in math, science and foreign languages in Kentucky schools. The state provided major support for the satellite net­ work and for receiving equipment at schools and libraries throughout the state. Every public school, vocational school, state park, community college and university in Kentucky has been equipped with a satellite dish. KET Star Channel courses and semi­ nars originate at the KET studios. From there, they are uplinkcd to the satellite and transmitted such as KE1'-:'\iet. to sites throughout Kentucky and 19 other states Starting with advanced high school that participate in Star Channel's live interactive courses, the Star Channel System has expanded courses. The Star Channel system utilizes a to include professional development seminars for unique interactive keypad response technology educators, attorneys, extension agents and other developed by KEY It allows students to respond professional groups. The satellite network also is to questions posed by the instructor and to sig­ changing to digital compression technology that nal the instructor if they need help. They also will significantly increase capacity. The achieve­ can speak to the instructor over a telephone line. ments of KET Star Channels have been Responses are relayed by computer and tele­ recognized through the prestigious Innovations phone lines back to KET and tabulated in in State and Local Government Award by the graphic form for the instructor within a few sec­ Ford Foundation and Harvard University'sJohn onds. Students can also access remote databases F Kennedy School of Government. -

______g_~ O_I_!_I _

.. :'\EB*SAT distribution. As fiber optic distribution exp< NEB*SAT is a model hybrid network in South Carolina, it will be added to the n with major satellite components that are linked work. By interconnecting the satellite netwc to local distribution via broadcast Tv: fiber with existing statewide microwave distributi optics, cable TV and microwavr>. NEB*SAT is the network can accommodate origination supported by a broad consortium of education many sites throughout the state as well as IT organizations throughout Nebraska. It serves pIe local networks that can operate simultal Nebraska public television and radio, state agen­ ously. In addition to serving South Carolim cies, colleges and K-12 schools. l\EB*SAT satellite services reach throughout the coun; began in 1990 as a satellite service f()r local serve users in other states. broadcast and microwave distribution of services Using digital compression, the SOL and has since expanded to includc tiber optic Carolina ETV Satellite Network can provic and coa.xial cable TV distribution of services. to 32 channels of services. It provides live il The fiber optic service is being developed with active programming through two-way audit Nebraska telephone companies to provide links between teachers and students or amo regional interactive networks of elementary, sec­ sites participating in a teleconference. The' ondary and post-secondary schools. The cable and audio services are complemented by Sc service is being developed in cooperation with Carolina's online Learning Link service. Th local cable TV operators that distribute a special network is developing separate channels f()r cable TV channel to their subscribers. business, law, medicine and higher educatio NEB*SAT provides five distinct ser­ well as multiple channels for K-12 services. vices: Network I, a broadcast-quality channel also oilers two master's degree programs an that interconnects Nebraska ETV's nine broad­ extensive range of in-service training semin cast transmitters and nine Nebraska Public for state workers and professionals who regt Radio transmitters; J\"etwork 2, a second broad­ continuing education services. cast-quality channel that provides statewide South Carolina has undertaken a r distribution of distance learning, continuing program to install satellite dishes at virtuall) education and in-service training programming; K-12 schools as well as colleges, state ofJice~ Network :), a compressed-video service that sup­ libraries and other end-user sites. South Cal ports 16 simultaneous one-way or eight two-way na ETV has been very effective in managin interconnections throughout the state; l\'etwork costs, e.g., minimizing the cost of satellite 4, a regional fiber optic servicc dcveloped in receive dishes, and in demonstrating the cos conjunction with telephone companies in effective alternative provided by satellite ser Nebraska for two-way instruction between K-I2 For example, it has demonstrated that satell schools or colleges; and J\"etwork 5, EduCable, a teleconferences can save the state millions 0 compressed-video service to cable TV operators dollars compared with alternative ways of p throughout the state, offering gavel-to-gavel cov­ viding services. In addition, it markets the erage of the state legislature along with network by showing costs per student or cos education and general interest programming. per trainee, e.g., it was able to provide a trai NEB*SAT is supported Irv a major seminar fi)r law enforcement personnel at a satellite uplink and downlink facility with digital of 39 cents per person. compression receiversltransmitters . th(~ Nebras­ The PBS Satellite, KETs Star Cha ka Teleport. NEB*SAT programming is nels, NEB*SAT and South Carolina ETV's complemented by online computer services and Digital Satellite Network share a few import an experienced multimedia production unit. characteristics:

.. SOl.Tll C\ROLI\:.\ ET\' :\llLlI­ .. They are hybrid networks that add (;11\\:\;EI. 1)1( aT\1. S.\iI:L1ITI: :\E IWORK new technology--satellite-- to exist! South Carolina ETV\ digital satellite broadcast, cable and microwave network was launched in late 1993 onboard the distribution. PBS satellite and began digital transmission of services in early 1994. It links satellite transmis­ .. They all use or plan to use digital co sion with an extensive ground network of pression in order to significantly broadcast transmitters, ITFS and cable TV ______f_D=--=--..:-..:D:...-.::...~_____J_

increase capacity and reduce the cost of KUSM, Bozeman, another early inno­ transmission per channel. vator on the \Veb, provides an up-to-the-minute program guide, view­ They provide multiple services to multi­ er feedback and detailed PBS program ple user groups and have significant descriptions. interactive capabilities. KAET; Phoenix, lets viewers communi­ They represent cost efficiencies, ways to cate with program producers via the save money versus alternative wavs of Internet. delivering services. ' Iowa PTV provides a broad range of They address real needs in education, state information as well as a newsletter like shortages of courses in such critical covering K-12 programming on Iowa areas as math, science and foreign lan­ PTV guages. ... WGBH, Boston, is exploring new tech­ In addition, each of the state networks niques to deliver interactive video and represents broad partnerships between public audio on the \Veb. television and state agencies, colleges, school svs- terns and other groups. . ... PBS O:\I.l\iE PBS Online is an evolving nationwide electronic and communication network estab­ OHllHf SfRUIUS lished by PBS. The strategy of PBS Online is to combinf' national and local content such as edu­

... PI'BUt TEl.EVIS(():" 0:" THE l'\TEIC\ET cation resources, program schedules, discussion There has been an explosion of activitv forums, special events and merchandising of by public television groups on the Internf't. At ' products, e.g., ordering videotapes. The Internet the national level, PBS has become a major is the primary; but /lot exclusive, distribution Internet service provider (described below). outlet. l\1any services are provided at a local APTS and CPB also have establishf'd sites on level by individual PTV stations. the World Wide Web. APTS provides updates In order to support these new services on congressional activities in \Vashington, action and build a premier site on the World Wide alerts about impending legislation, summaries of Web, PBS has created an Internet Publishing Group and f(Jrmed a large advisory panel that political and grassroots activities, fact sheets and position papers, press releases and speeches, represents a broad range of public broadcasting background information about the organization, groups. It has established a central site on the and information about available publications. It \V\VW with a magazine format that includes also provides links to other public broadcasting program katures, discussion groups, searchable resources on the Internet. In addition. CPB has press releases and activities linked to PBS pro­ funded a Community-\Vide Education and gramming. The site also acts as a central hub Inf(xmation initiative (CWEIS) (discussed that links users to all PTV sites on the \Veb below), and K-12 Internet Testbed Projects that through an easy-tn-use graphical interface. PBS pair public television and radio stations with Online has set a goal of bringing all stations schools, colleges and museums for projects that onto the Web and is assisting them in this range from exploring local science and environ­ process. mental issues to disseminating arts education. PBS Online will serve as a central Among state and local stations, some of online resource with support materials and inter­ the early innovators on the Internet have active content !()r the Ready to Learn Service, included: Adult Learning Service, primetime program­ ming and other PBS services. In addition, PBS ... KUHT, Houston, one of the earliest Online is working with many local services such 'Neb service providers, has set up a as Learning Link sites, described belmv. series of forums for public television One of the most successful early online personnel to share information and applications by PBS has been its online compo­ enhance professional development. nent of lVIATHLE\E. MATHLINE is an _ 99fDllI0~ ------

education service that uses the power or It also represents an important alliance between telecommunications to provide quality rewurces public television and a large telecommunication and services f()r teachers and others who seek to organization. Such alliances may become more improve mathematics education. During 1<)<)4­ common in the future. 95, MATHLI;\lE offered a year-long professional development project lor teachers of 11 LEARNING LI:\K grades 5-8. The service included access to 25 Learning Link is a consortium of more videotapes for teachers, two national interactive than 20 public TV stations throughout the videoconferences and an online service oH('red country. It was created in 1985 by WNET, New through 20 local public television stations or York, developed in coordination with Central state networks. The online component of Education ~etwork and later affiliated with PBS MATHLI:\TE created virtual teaching and learn­ Online. While Learning Link is national in ing communities of 20 to :)() teacher-participants scope, each station creates its own local service facilitated by an experienced classroom kacher. and timctions independently. Many Learning Stations reported high usage and positin> Link stations, e.g., WHRO, Norfolk, have devel­ responses by teachers. Teachers noted that many oped significant World Wide Web sites in in-servin' training programs take place over a addition to their local access sef\~ces. This day; a week or a few weeks and then contact expands their reach and allows them to provide with fellow teachers and expert facilitators ends. even more services to Learning Link users With MATHLI~E's online service. the contact through links on the Web to other content that with these resources continued throughout the may be on computers anyvv'here in the world. year. In 1995-96, MATHLINE will (:xpand its Learning Link provides curricular service offerings and grow to more thal1 50 par­ materials f()r teachers associated with public ticipating public TV stations. television broadcasts, as well as many forums fc In addition, PBS has formed a major teachers, librarians and other educators. It als alliance with MCI to create content f()r the provides a gateway for users into national da Internet and other interactive media. This mul­ bases such as Curriculum Connection and timillion dollar project oHers an opportunity to communication services such as e-mail to at set the standard for quality content on the \Veb. Learning Link users and anyone on the Inter':

_An ~ g 6 fDIIIDH_ ------_......

net. Other popular features include instructional ... COl\ll\IF,ITy-\Vlm: EDU:ATIO,\ AND television updates, information about grants, I:\FORl\!'\TION SERVICES (CWEIS) and the Learning Link Library. A national sur­ The CWEIS initiative on the Internet vey conducted by the Center for Technology in is organized and funded by CPB and the US Education at Bank Street College of Education West Foundation. The CWEIS projects are found that Learning Link has grown to become designed to extend public TV's values and edu­ the number one telecommunications network for cational mission by providing quality Internet professional activities by teachers as well as a sites tailored to the community in the form of major network for student learning activities. interactive "town squares." Online CWEIS A key component of Learning Link is Internet pages allow people to use their PCs to the way each station customizes services for local reach into a wide variety of educational and users and provides original local content. For community-related services provided by local example: institutions and organizations with public TV serving as the nucleus. Some of the features pro­ .. KMOS, Sedalia, Missouri, facilitates vided include access to public notices, college open interaction among educators courses, library resource material and communi­ across the state of Missouri and across cation with local politicians. In addition, each the nation. It also allows students to network is devdoping an interactive math home­ interact with students in other class­ work service that ties in with the local school's rooms locally, nationally and mathematics curriculum for grades 1-12. internationally. Among the teaching Twelve groups around the country tools it provides is Creative Writing operate in a CWEIS partnership. The groups Online, a middle school language arts typically involve a cooperative eHort between a project for the classroom. public TV station and local universities, hospi­ tals, libraries, museums and other key ... Idaho PTV provides extensive news community organizations. Each partnership is groups, lesson plans, fax listings, organized locally. The groups decide how their teacher training schedules and e~N resources, content and specific expertise should Newsroom, a daily classroom guide fiJr be pooled to best serve the community. CNN News. It has built a following of The eWEIS partners view their new more than 8,000 user accounts, includ­ Internet strategy as a way to strengthen their ing teachers and members of the commitment to the local community. The Inter­ general public. net has experienced enormous growth over the past few years with many new services for large .. North Carolina Public TV offers a wide audiences. CvVEIS, alternatively, allows stations variety of forums, discussion groups to create content with a local flavor. Online and other tools tailored to support the access also provides public TV licensees with the specific educational needs of ~orth opportunity to take a greater leadership role in Carolinians. Usage has been enhanced education by working with the local community. by toll-free access for educators sup­ With funding fix IWW projects becoming tighter, ported by a special state appropriation. station managers say that CWEIS partnerships provide a way fix each participating group to .. \Visconsin Learning Link offers its share their resources and create a stronger online service free to K-12 educators. whole. The large number and broad scope of In addition to national Learning Link groups working in partnership with public TV services, it offers local content and organizations is noteworthy (see charts next databases as well as several forums for page). special interest groups, e.g., the Wiscon­ In creating the structure necessary to sin Science Teachers Forum, vVisconsin establish a successful Internet site, station man­ ;\lath Council Forum and a forum for agement has finmd that dealing with technical library media specialists. logistics is not ahvays the most difficult chore. Organizing people and ideas from several inde-

41" .. _ L...... - lg~6 ..:...... :....f D III ~ H _

pendent partners into a new group is often men­ tioned as a principal challenge. In some cases, however, the partnership represents a natural Type of Organization Working growth from an existing community alliance. With PTU on [WfIS Humber MN Online/CitiTalk in Minnesota and FAIR­ J\;ET in Alaska are examples of CWEIS K·12 Schools II partnerships that were strengthened by thc fact Colleges ~ Uniuerslties 27 that the management from each group already Public libraries 1J had a solid working relationship. Hon-Profit fducation Organizations D7 State fducaflonal Organizations 1\

Telephone ~ [able [ompanles D MHTIHfOIR PflUate Secfor Businesses 16 Public Radio ~ other P8[ Groups 17 Multimedia services combine video, Medical [enters \ audio, text and/or graphics in new ways. They Museums ~ Rrfs Groups 10 include personal computer software with audio, State ~ local Gouernment 17 CD-ROMs, interactive videodiscs and interac­ Church ~ ReligiOUS Organllatlons 7 tive television, among other multimedia. Public Online Serulces 4 television organizations are leading players in Hewspapers 4 the design and development of these new ser­ vIces. ,';'oun:e: CPB

... PBS Vrm:o E,yes on the Prize, The enhanced disc package PBS Video is active in a range of mul­ combines laserdisc and bar code technology that timedia projects. It is working with KTEH, San allows educators to quickly access video seg­ Jose to develop a set of three CD-ROMs to ments, lesson plans and an extensive archive of accompany the public television series Rral,,,'(i­ supporting materials, ence. It also is working with Turner Home PBS also has been very active in trials of Entertainment to develop a CD-ROM based interactive television and video-on-demand (VaD). These have included: Viewer's Choice upon the public television series l\1a/',i(. In addi­ tion, PBS Video has developed a product line of TV, a video-on-demand trial in Denver spon­ enhanced interactive videodiscs, including t'du­ sored by TCl: Southern New England cator enhanced versions of The Civil JYfZf and Telephone's (SNET) video dialtone trial in Con­ necticut with VOD and enhanced pay-per-view of public TV and other programming; and Your

[U h R I NIP III W t ,J II Ii 11 N l n ~ I I I J Choice TV, a one-year test of enhanced pay-per­ view which featured a "PBS KidsBlock" with SerUICe Hame ~ PBS Organization locatIOn preschool series and a Nature/NOVA. channel. J------+-~------

COMMUNITY llHf. WHRO Horfolk. Ua ... WGBH I:\,TERAcTlvE PRt!JECTS GROUP 1 COHHfr!. KRMR Boulder. Colo WGBH, Boston established a Special Telecommunications Services group in 1980. fRIRNf!. KURC fairbanks. Rlaska The group has a long series of accomplishments HmOSmON CWfIS. WGBH Boston. Hass in multimedia ranging from computer software and games to videodiscs and CD-ROMS. It has. Mmo OmOIT [OHHH. WTUS DetrOIt. Hlch produced four interactive videodiscs based upon HIOHf!. scm Columbia. SC :'\JOY.t\, a CD-ROM This Old House-Kitchens based upon the popular series about renovating HH ONlINf/CITllRIL TWIN Clms PTU Minneapolis. Minn. old houses; two history CD-ROMs produced in HfBRHSKR [WfIS, HflC lincoln. Heb association with Prentice Hall; and a multimedia dictionary for children produced in association Pum SOUNOINGS. ms Seattle. Wash with MacMillan. In addition, WGBH has S f [lmiNK BRim. KQfO San franCISco. Calif received a grant from CPB for a math and sci­ ence project that includes a CD-ROM called WHIH ONLINf. WHIH fuansuille. Ind The Big Dig. It deals with math, science, arche- L -'- ._..~ _ "42 L..-- g_g 1_1 --I_

ology and history in the context of an under­ ... KeED MEIlIA SOUTIOl\:S ground highway project in Boston. KUED's Media Solutions Department was created to serve the University of Ctah's ... NEBRASKA I:\TERACTIVE MEDL\ media needs as well as to create multimedia Nebraska Educational Telecommunica­ products f()r broader audiences. It has produced tions can proudly claim to be among the oldest a videodisc encyclopedia of medical images-A multimedia design groups in the U.S. Founded Slice qf Lijeand is working on a CD-ROM in 1978 as the l\'ebraska Videodisc Design/Pro­ about Utah and the intermountain West for gen­ duction Group, it developed an international eral education audiences. It also is producing a reputation for interactive research and training. CD-ROM for medical students on recognizing The group has produced more than 200 inter­ abnormalities in the brain, and is planning to active videodiscs and trained over 1,000 create a CD-RaM-based infWisconsin Educational Communi­ in real time and non-linear editing--the ability cations Board (ECB) and its University of to produce for any digital environment. It has vVisconsin partners have taken a unique produced a series of CD-ROMs for public approach to the concept of multimedia. While kiosks and is developing other CD-ROMs for a most multimt'dia eflorts involve new combina­ textbook publisher. In addition, it has produced tions of media such as video and text in a single a multimedia satellite course on pre-college product or servict' such as a CD-ROM, the vVis­ math. consin Community Information Partnership (WiCIP) is developing a prototype information ... WNET KRAVIS MUITIME])J;\ servict' that uses several different media in paral­ EDlCAIlO.\I CENTER lel to met't the infc)rmation net'ds of individuals The Kravis Multimedia Education and organizations. It is developing local commu­ Center at WNET, New York includes a multi­ nity information networks with many different media design group, a rapid prototyping and information providers and many different users. testing facility, and a library/laboratory fClr The multiple media compont'nt involves six lev­ experimenting with new multimedia technolo­ els of acct'ss. Bast'd upon nt't'd, availability of gies. Started with a five-year, $5 million grant. tt'chnology and/or ability to pay, users can the center rapidly set up shop and developed a access nt't'ded inf()rmation at any ont' of six dif~ half dozen prototypes in its first 18 months. One ferent !t'vds: audiott'xt, fax back, community of its first releases was a CD-ROM, Stephen] bulletin boards with public access sites, a freenet t Gould: On Evolution, co-produced with Voyager (i.e., a local onlirlt' bullt'tin board with no i Publishing. The Center also is developing appli­ chargt's), the Internet, or audio and video tele­ cations for interactive television. confert'ncing.

... QED INTERACTIVE WQED, Pittsburgh has developed a Tfl[COHHUHICRTIOHS CfHTfRS small-scale but direct course into multimedia publishing. It formed a group from station staff felr somt' time, APTS and other public and developed a relationship with IVI Publish­ broadcasting organizations have encouraged ing. The first product of this relationship is a public tdevision licensees to think of themsdves CD-ROM based upon the Space Age series. It is not as "broadcasters" but as "local telecommu­ CD-RO~l planning a second based upon the nications centt'rs." The concept is rooted as series. WQED also has developed a working much in new attitudes and definition of mission relationship with Carnegie Mellon University in as it is in the use of telecommunication tech­ order to draw upon its expertise in computer sci­ nologies. This bt'comes clt'ar in reviewing how a ence and technology. numbn of stations have implemented telecom­ munications c('nters.

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.... OHIO C:\~IVERSITY groups for a fee. KVIE also has participated in 'rELEC()'vlMU:\ICATIOI\S CEVI'ER experiments with interactive television to better Ohio University's WOUB/WOUC-TV understand the potential of the technology. was one of the earliest groups to recognize the importance of seeing themselves as more than a ... WSIUSocTHLRN ILLl~ols broadcast station. In the early 1970s, WOUB L'NIVERSITY XI CARBO.'\]);\LE (SlUe) recast itself as a telecommunications center, ER( ):\])C:\STI~(; SERVI(:E changed its name and refocused its mission. Its For WSIU, Carbondale, the path to new name helped to reinforce its broad contri­ becoming a local telecommunications center has butions to its parent university as well as to the involved close links to its parent university and general community. The broader focus was rt'in­ the local community. WSIU-SIUC Broadcasting forced in its management structure, advisory Service has become a telecommunications hub groups and board members. for new services and an advisor on the develop­ The Ohio University Telecommunica­ ment of new services. First, WSIU helped tions Center has a strong record of developing position Southern Illinois University to take telecommunications projects to supplement or advantage of emerging technologies. It formed a complement its broadcast activities. It has partnership with the library, computer and played a key role in developing two-way fiber telecommunication groups on campus to help optic instruction between schools and supplt'­ the university develop technologically based menting this with links to international instruction. It also became a hub for a campus­ computer networks. The center also has devel­ based cable system. By routing the system oped The Writing Project, a multimedia project to through \VSIU's downlinks and control room, it improve the writing skills of seventh and eighth put in place a large pipeline for future instruc­ graders. Another project, Take Me to Your Leaden. tional purposes. The SIUC Broadcasting Service was a live interactive TV series that linked stu­ also provides video teleconferencing services for dents at more than 60 area schools to the university and local community groups. government ofiicials. It also has produced a Other telecommunication activities include radio series, Family Health, which is distributed to involvement with two local educational consortia 4-00 commercial licensees via compact disc, that use 1'-1 (high-capacity telephone) lines and uplinked to National Public Radio and fed participation in the PBS pilot MATHLl~E worldwide over the Armed Forces short wave servIce. radio network.

Si\CRi\~lLI\TO .... KVIE, ill[COMMUHICRTIOHS TO SUPPORi KVIE's transition into a local telecom­ munications center has included new MlRGlRS RHO JOIHT UlHTURlS partnerships with cable, a change in strategic direction and experiments with interactive tele­ In an era of mergers and joint ventures vision. In the early I980s, KVIE management between public television organizations, read all the reports about the potential threat of telecommunications can playa vital role in forg­ cable and decided to join the fray rather than sit ing or maintaining relationships between groups and wait for something to happen. It developed that are physically separated. For example, when a second program service for cable through an Maine Public TV stations MPBN and 'WCBB arrangement with the city cable commission and decided to merge, the new organization had two Sacramento Cable. KVIE also made a change headquarters 100 miles apart. The problem of in its strategic direction to support new ventures. coordinating departments that were physically This included an emphasis on localness in neY\ separated and maintaining a cohesive organiza­ technology services and a priority on generating tion was helped by a high-capacity T- J revenue from new services in order to make telephone circuit. With this circuit, they created them self·sustaining. This led to a decision to a Wide Area Network (WAN) linking the two join PBS Datacast, a service that leases the verti­ operations with seamless data, telephone and cal blanking interval (VBI) on PBS satellite ft'eds video teleconferencing. In effect, they have the and local broadcast signals to commercial same communication links as if the two groups

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were on different floors of the same building. Similarly, when WTVS, Detroit and KCTS, Seattle decided to form a joint venture KUAC. fairbanks. Alaska they found that members of the joint venture Arkansas fducatlonal Teleulsion CommiSSion team were over 1,000 miles apart. To coordinate CP~/WG~H ~atlOnal Cenler for Accessible Media the work between team members who were K~DI. Denuer. Colorado physically separated, they initiated regular tele­ Maine Public ~roadcastlng Corporation conferences and established e-mail/fax links. WAWCI. It Paul/Minneapolis. Minnesota They found, however, that it was necessary to ~atlue AmerICan Public ~roadcastlng Consortium. lincoln. Hebraska have some meetings in person. This helped Hebraska fducatlonal Telecommunications Commission cement the relationship and made the telecom­ WTDI. Cnarlotte. ~ortn Carolina munication links more effective. Rnode Island ~etwork loutn Carolina fducatlonal Teleulslon Commission • TEI.ECOM'cH:\JICAI'I

I:'\FRAsTRU :TlJRE ASSIS·I\"\(.1. ----- _.~~~~~~~~~~~~- PR()(;RMvi (TIJAP) Soune: ,NTI. j The National Telecommunications and Information Administration (NTIA) at the U.S. currently are using technology and accessing Department of Commerce has awarded a series information, then it will recommend how to of federal grants to public television organiza­ develop technologies to fit community needs. tions to help put citizens on the information The coalition of :"Jative American organizations superhighway. Winning THAP proposals by 12 later will propose a pilot project to demonstrate public TV organizations put an emphasis on how the tribes can interlink. The project will the information needs of citizens and low-cost create a plan to provide social services, preserve solutions to meeting those needs. This is a bot­ language and culture, and increase citizen access tom-up approach based upon real needs and to government. It also will work closely with cost-effective technology solutions rather than a tribal colleges to help apply computer technolo­ top-down approach that pushes expensive tech­ gy and usc tilt' Internet. nology into an uncertain market. ... ARK.\:\S\.'; ElllCAI'IOi\AI. TELEVISION • KBDI, DK"fVER Cm!\IIS';'O,\; (AETN) KBDI's new media center is located in The Arkansas Educational Television an ethnically diverse community that experi­ Network (AET1\) and its partners will expand an ences common urban problems, including existing computer network that connects all K-12 poverty, unemployment and crime. Its THAP public schools to each other and to online ser­ grant is directed towards the creation of a vices such as the Internet. A key element in the model access system for people who are likely to project is to set up a wide area network (''\TAN) be left out of the information future. Instead of at a demonstration site that links a county seat creating the model and then testing it, however, with a small neighboring community. AET\I's KBDI will start with the community and investi­ model integrated computing system contains a gate its information needs and wants through an school inf(xmation center, a teleconference cen­ intensive program of research. Based upon this ter and public access computers in several research, they will develop and test a model, locations. The \VAN will act as a host and flie aft{)rdable information delivery system. server to the 12 computers and printers located throughout the two communities. ... \I.\:lIVI. Ai\IERIC,\,\ PCBUl. BRU\ll­ (;,\.'1'11:\(; CONSO){'I[lT\I ~NAl'B( • RHO[)I, lsl.\,\;[) NI:TWORK (RINET) The NAPBC project begins with an The Rhode Island ~etwork (RINET) is understanding of a significant problem on many a partnership involving WSBE, Providence. It :"Jative reservations and rural communities: was created to allow teachers and students access to telecommunications is limited or throughout the state to access the Internet. Its nonexistent. ''\Then access is available, it may be TIIAP project will expand the service to munici­ diflicult to use. \lAPBC's national project will palities, nonprofits and state agencies, and assess ten tribal groups to understand how they schools in districts with high minority and/or

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low-income populations as well as to the general coverage of the state legislature and some spe­ population. The project will encourage commu­ cial services such as Radio Talking Books that nity groups and agencies to disseminate uses the Second Audio Program (SAP) signal on information in electronic formats and to become the channel. Using NEB*SAT, its dedicated access points for the public to reach network­ satellite service, it transmits EduCable in digital­ based services. It also will make available a ly compressed form to cable operators freenet so that parents and the schools where throughout the state. their children attend can communicate with each other. ... OETATHE LITERACY CHANNEL OETA, The Oklahoma Network, acquired a second broadcast channel in one of HUlTlCHRNNH CR8lf RNO its major markets-Oklahoma City. It named the second channel "The Literacy Channel" and 8ROROCRSf SfRUICfS uses it to provide a heavy schedule of education­ al programming as well as to cross-promote its A recent CPB survey of station activi­ main broadcast service. The Literacy Channel is ties found that 18 percent of stations program a carried on the cable system in Oklahoma City second cable channel in addition to their regular and on select cable systems outside Oklahoma channel carried on local cable systems. An earli­ City. OETA is investigating options to make The er PBS survey found that II percent of stations Lit~racy Channel available statewide to local program and transmit a second broadcast chan­ cable operators. nel in addition to their primary over-the-air

signal. Some of these second broadcast or cable ... vVTVS, DETROlI-CO[U:C;I: channels carry a heavy schedule of instructional CABLE CHAJ'\NEL programs, some emphasize children's programs, WTVS has operated The College and some use the channel to carry extra cover­ Cable Channel for 12 years. It offers 24 hours of age of government activities such as the state telecourses daily. Fourteen colleges and universi­ legislature. These additional distribution venues ties participate in the Southeastern ~Iichigan for public television did not happen by chancf'. Television Education Consortium that makes In most casf'S, they were initiated by thf' local the educational service available. Since studf'nts public television organization and required recf'ive courses through the cable channel, par­ extensive negotiations with the municipal fran­ ticipating colleges and universities help to fimd chise authority, local cable operator and other the channel's operations. Eleven cable systems partners. carry the channel. WTVS says the cable opera­ tion is a break-even proposition financially, but a ... KCSM SAYI:'JET very valuable contribution to thf' community. KCSY1, San Mateo, California. has a

partnership with nine cities in San Mateo Coun­ ... KVIE, SACRAMENTOCHA"NEL 7 ty and Tel to provide a new community cable KVIE's second cable channel provides network that will grow into a four-channt'! ser­ instructional television, time shifting of popular vice. The partnership began with a gemTal PBS programs and gives additional TV time to dissatisfaction with the quality of cable access public service announcements of local organiza­ channels and the poor production quality fi)r tions. The channel has had an important side coverage of government meetings. This If'd the benefit- -a very positive working relationship cities and Tel to hire KCSM to operate the with Sacramento Cable. Sacramento Cable pro­ new network of public access, education and vicles KVIE with promotional spots 100 to 300 government channels. ~etwork operations and times per week on other cable channels. It has new equipmentlfacilities are funded from public also referred outside contract work to KVIE and access fees paid by the local cable operatOJ: uses KVIE to produce a regular half-hour pro­ gram for Sacramento Cable. ... NEHR,\SKA ETV EmCAHLL

Nebraska ETV has a dedicated second • WXXI, Rm:HESTERC\HLE CITY 12 cable channel in two markets, Lincoln and vVXXI, Rochester operates Rochester's Omaha. It programs the channel, EduCable, government access cable channel. The partner- with educational programming, gawl-to-gavel ship developed a few years ago when station Seattle; WTTW, Chicago; WETA, Washington, management convinced local government that DC; WGBH, Boston; and Thirteen/WNET, City 12 was underutilized. After a year of nego­ New York. KCTS has taken a leadership role in tiations, they developed a contract and HDTV productions. It was the first station in partnership. Under the arrangement, the city the LJ.S. to purchase HDTV production gear pays vVXXI an annual fee that covers operating and has developed considerable expertise in costs. The money comes from the local franchise HDTV production. fee the cable company pays the city. In addition, Much remains uncertain about the the local cable company provided money to buy timetable fill' implementing HDTV at stations automated transmission equipment. and the adoption rate for HDTV sets by con­ sumers. Similarly, there is uncertainty surrounding which of the advanced television RDURHUD HltUISIOH options stations will be allowed to develop. Pub­ lic television has the experience and expertise to Advanced television includes high defi­ implement HDTV at stations and create excel­ nition TV (HDTV) and other services made lent HDTV programming. However, the costs associated with conversion to HDTV and other possible by the adoption of a digital television standard, e.g., the transmission of several digital forms of digital production and broadcasting by channels of current NTSC quality video andlor stations will be considerable. ]\onetheless, the other data services such as airline schedules or transition to digital systems associated with ATV the yellow pages in the same spectrum space ofTel' promises fill' better quality for all viewers, that is now required to transmit one regular better coverage within the broadcast service area, the capacity to add new services, more NTSC channel. High definition television has been video distribution channels, better operating effi­ under development in the U.S. since 1987 when ciencies and even the possible opportunity to PBS helped to arrange a demonstration in generate revenue by leasing extra digital chan­ \,yashington, DC to prove to Congress and the nels to commercial groups. FCC that additional broadcast channels should not be transferred to the cellular telephone industry. The result was the appointment of an ISSUfS f~R PUBll[ i[lfUISIOH Advisory Committee on Advanced Television by the FCC. The president of PBS was appointed Changes in the telecommunications to this committee along with other selected lead­ and regulatory environments, along with activi­ ers from the major TV broadcast, cable, ties by commercial groups and public TV satellite, computer, telephone and consumer groups, raise a number of important issues that products industries. public television must address. Public television has been very active in the development of HDTV both in terms of PubliC leleuision and the testing alternative standards and in the produc­ Information ~upernlgnway tion of prototype programming. The first long-distance HDTV transmission took place in The "information superhighway" is an 1992 at public television station W~1VT in Mil­ often-used phrase to describe an important waukee. Additional broadcast demonstrations change in our society. vVe are moving from an have been carried out by ,,yETA, \,yashington, agricultural and manufacturing economy that DC and at WMVT, Goldvein, VA. PBS per­ dominated most of the 20th century to a service formed the official over-the-air broadcast tests economy in which information is a vital com­ using facilities arranged by WTVI, Charlotte, modity that moves along large electronic NC. PBS, in conjunction with WMVT, Milwau­ highways, much as trucks move manufactured kee and WKNO, Memphis, has analyzed both goods over concrete highways. Companies-from station and transmission system costs along with banks to fast food chains to local hardware engineering issues associated with converting sta­ stores-have recognized that information is a vital tions to HDTV part of their business. Information is the core of A number of public TV stations have public television\ business as well. We provide produced HDTV programs, including KCTS, services to citizens, schools and other groups

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through our programming and related informa­ and receivers of services? APTS has waged a tion or communication activities. Broadcasting long and hard campaign to guarantee access for transmitters and other hardware are current public television as a provider of services as well means of creating and distributing information as access by all citizens to receive them. Second, services. As the technologies for creating and dis­ will the new environment be exclusively com­ tributing our services change, we must change mercial or will space in the new delivery with them. And, public television is changing, as environment be reserved for noncommercial ser­ the previous section of this Guide demonstrates. vice providers much as spectrum space was set However, it is a continuous process of monitor­ aside by the FCC more than four decades ago ing changes in technology, the competitive for noncommercial educational broadcasters? environment and government initiatives, and Third, will noncommercial groups receive favor­ then planning new strategies, creating new part­ able rates in the new environment? These issues nerships and implementing new services or new are sometimes linked under the phrase "public ways to distribute existing services. right-of-way on the information superhighway." One of the important government ini­ Unless public television participates actively and tiatives in the past few years has been the vigorously in this debate, there may not be a National Information Infrastructure initiative public right-of~way on the information super­ (NIl). The NIl is a strategic attempt to intercon­ highway. nect many computer networks and other means It is important for public television of distributing services electronically. It seeks to organizations at all levels-national, regional, provide a diverse range of telecommunications state and local-to become active players in the services to the public. One component of the new telecommunications environment. We need NIl initiative is the Telecommunications and to make our case that public TV already oper­ Information Infrastructure Assistance Program ates several lanes on the information (TIA~AP) described earlier in the Guide. Public superhighway through satellite, broadcast, cable, television is an active player in the TIIAP grants ITFS, online and multimedia distribution of ser­ program. vices. Further, public television has existing Public broadcasting is represented on relationships with schools, colleges, state agen­ the Advisory Council to the NIl by Delano cies and the general public-relationships that Lewis, president of National Public Radio. He is can grow in the new technology environment. also co-chair of the Advisory Council. The NIl In order to make our case and claim telecom­ initiative has raised a series of critical issues rele­ munications as part of public TV's turf, stations vant to the information superhighway. For need to assign personnel to develop new media example, who will have access to the new services, educate users of the services, talk to telecommunications environment as providers legislators, and form partnerships with both commercial and nonprofit organizations. Noth­ ing is guaranteed and many other groups are competing to become the PTS (Public Telecom­ Job Categories for Rll Workers munications Service) of the 2 Ist century. (Percentage In tach Category) -- I Rqrlcu!lural Industrial Seruice s fHIHKIHG ABOUf AHO PlAHHIHG fO~ f~iU~f 1gOO 42 28 Jo iHf 1gI 0 \ J1 64 1g80 4 21 6g Maynard Orme of Oregon Public 1gg0 J 2J I 4 Television likes to say, "If you're not confused, 2000* 2 21 I I you're not thinking." It is a particularly appro­ priate comment about the future of new media Source: us. Department of Commerce technologies. So much is happening so quickly * projected that it is easy to become confused. One purpose of this Guide has been to reduce some of the

"48 L--- qqlnlllnH_---J

uncertainty and confusion surrounding new pass a rigorous process of business technologies. However, tomorrow's newspaper analysis, planning and marketing. What will bring a story about another new technology will it cost to develop a new service? Is that will "revolutionize" the media industry-just there a need for the service and do peo­ when you thought you had everything clear in ple recognize the need? Who are the your mind. intended users of the service and who Here then are a few tips for tomorrow: will pay for it? How long will it require things to keep in mind as you think about and to create the service and to build a suf­ plan for the future: ficient audience or user group to justify it? What is the best way to market the service, who will do the marketing and ... DISTI,\(;L:JSH \VlIAIIS REAl. ,\.,\J) \VIL\']' what will it cost? IS Nm: The computer industry uses the term "vaporware" to describe software ... (:( >\11'1.1 E. Public television has many products that have been announced but competitors in the new technology do not really exist or are not ready to environment. Some nonprofit groups be used. There is a great deal of new such as colleges and state agencies want media vaporware. To distinguish what to create many of the same services we is real, reliable and available for you to now provide and seek to provide. Some use, talk to your station engineers, read commercial organizations believe that trade magazines that provide objective they can provide similar services on a reviews, contact other stations that have for-profit basis. We need to compete tried a new technology (AITS main­ with all of these groups, demonstrating tains information about station our expertise in content design, engi­ activities with new technologies). Also, neering and knowledge of user needs-a seek guidance at industry conferences combination that few nonprofit groups from PBS engineers and others who can match. We also need to demon­ have expertise in the area you want to strate the high quality and understand. educational!social effectiveness of our services-a combination that few com­ ... THlf\K On OF THE Box. Innovative mercially driven products can match. new ideas generally emerge in a cre­ ative environment where people are ... F( )R\I !'\RI'\ERSHII'S. In an earlier and free to think in new ways, unencum­ simpler time, public television's services, bered by traditional rules and roles. technologies and end users were clearly There are many ways to encourage distinguished from other nonprofit "thinking out of the box" that normally groups and commercial organizations. surrounds us in day-to-day work. For The convergence of technologies has example, a portion of a meeting can be brought increased competition in some set aside for everyone to brainstorm areas and a greater need for partner­ with explicit instructions to put aside all ships ill others. It makes little sense for the practical obstacles and traditional public television, state agencies and ways of thinking. Sometimes, groups go schools to build separate pipelines to otl:site to another location in order to move video, audio and data throughout break away from the assumptions and a state. A partnership in a joint state rules that are associated with their reg­ network reduces costs for all and ular place of work. After thinking out increases the likelihood that a state leg­ of the box and proposing new alterna­ islature will fund it. Similarly, public tives, it is then important to... television partnerships with commercial organizations are becoming increasing­ ... THIf\K LIKE ,\ BCSI:--.iI:SS PERSO,\. In ly common as each group brings its order for creative new applications of skills and resources to a new service. technology to become reality, they must