PBS Visual Strategy Guide I by yojhengwang

Visual Strategy Guide

Visual Visual Development Standards Guide Guide

Visual Strategy Guide

Public Broadcasting Service

Contents Brand Background 01/04 Introduction 06 Brand History 08 Brand Timeline 10 Who We Are 12 Key Words 14 Personas 02/04 Taget Audience 18 Outerliers 24 Competitors 03/04 Current Competitors 28 Adjacent Competitors 30 Aspirational Competitors 32 Future Vision 04/04 PBS Today 36 PBS Tomorrow 38 Looking Ahead 40

01/04

Brand Background 01/04 Introduction Brand History Brand Timeline Who We Are Key Words

INTRODUCTION

Introduction

Public Broadcasting Service (PBS) is a non-profit public broadcasting television service in the United States, with some member stations available by cable in Canada. PBS is America’s schoolhouse. It is the largest public media outlet. PBS provides its member stations with programming in cultural, educational, and scientific areas, in children’s fare, and in news and public affairs. PBS does not i t s e l f produce programs; the programs are produced by the member stations, independent producers, and other program producers worldwide. It’s the most prominent provider of educational television programming to public television stations. While the term broadcast also covers radio, PBS only covers television. For radio, the United States has National Public Radio (NPR), American Public Media, and Public Radio International.

BRAND BACKGROUND 01/04

B R A N D H I STO RY

BRAND BACKGROUND 01/04

Brand History

The early years of public television in the United States were dominated by National Educational Television, which relied primarily on funding from the Ford Foundation. Following the creation of the Public Broadcasting Act, the governmentfunded Corporation for Public Broadcasting was established, and in 1969 it founded the Public Broadcasting Service as a successor to NET. PBS members are America’s public TV stations—noncommercial, educational licensees that operate nearly 350 PBS member stations and serve all 50 states, Puerto Rico, U.S. Virgin Islands, Guam and American Samoa. The PBS broadcast network debuted in 1970. In its initial years, PBS featured such acclaimed programming as the children’s shows Sesame Street (begun 1969) and Mister Rogers’ Neighborhood (1968–2001; with Fred Rogers), the performing arts series Evening at Pops (1970–2005) and Great Performances (begun 1972), the science-oriented Nova (begun 1974), and the current-affairs show Washington Week in Review (begun 1967; later titled Washington Week). Viewers were also drawn to the instructional The French Chef (1963–73), with Julia Child; the political talk show Firing Line (1966–99), hosted by William F. Buckley, Jr. The drama anthology Masterpiece Theatre (begun 1971; later Masterpiece) was presided over for many years by Alistair Cooke.

BRAND TIMELINE

BRAND BACKGROUND 01/04

Brand Timeline

1994 1973 PBS merged with Educational Television Stations.

The Chronicle of Philanthropy released the results of the most popular charity that PBS ranked as the 11th. 40% of people presented that they “love” and “like a lot” for PBS.

The Corporation for Public Broadcasting resumed production for most PBS shows in 1991.

Founded by Hartford N. Gunn Jr., PBS began operations on October 5, 1970, taking over many of the functions of its predecessor, National Educational Television (NET).

1970

1991

PBS signed up for the Nielsen ratings audience measurement reports, and began to be included in its primetime and daily television index reports, alongside the major commercial broadcast networks.

2009

2012

2011

PBS partnered with AOL to launch Makers: Women Who Make America, a digital documentary series focusing on high-achieving women in male dominated industries such as war, comedy, space, business, Hollywood and politics.

PBS released apps for iOS and Android to allow viewing of full-length videos on mobile devices.

PBS announced that it would incorporate breaks containing underwriter spots for corporate and foundation sponsors, program promotions and identification spots within four breaks placed within episodes of Nature and NOVA, airing episodes broken up into segments of up to 15 minutes, rather than airing them as straight 50 to 55 minutes episodes.

2011

2013 On May 8, full-length episodes of PBSâ&#x20AC;&#x2122; prime time, news and childrenâ&#x20AC;&#x2122;s programs were made available through the Roku streaming player; programming is available on Roku as separate streaming channels for PBS and PBS Kids content.

PBS initially struggled to compete with online media such as Youtube for market share.

2012

By 2013, monthly video views on PBS.org had risen from 2 million to a quarter-billion, PBS.org traffic had surpassed that of the CBS, NBC, and ABC web sites, PBSKids.org had become the dominant US childrenâ&#x20AC;&#x2122;s site for video, and PBS had won more 2013 Webby Awards than any other media company in the world.

2013

WHO WE ARE

Who We Are

Our New Mission: Using interactive ways to convey useful information for everyone. Not only do we deliver useful knowledge and information on the screen, but we also provide tangible ways, so people can interact with PBS and see it in person.

BRAND BACKGROUND 01/04

KEY WORDS

BRAND BACKGROUND 01/04

Key Words

Appealing

Making information more appealing is a new way to attract bigger audiences. PBS should change with times.

Accessible

We will not just focus on childrenâ&#x20AC;&#x2122; programs in the future. Varied information should be accessible to everyone.

Diverse

Because PBS focus on education, audiences are limited. PBS should cover different areas to convey information will obtain larger audience.

02/04

Personas Target Audience Outliers

TA R G E T A U D I E N C E

PERSONAS 02/04

Target Audience

“I like scientific programs.” Name: Bella Morgan Age: 10 Occupation: Student Location: Chicago Bella is a kindergarten student. She can watch TV for an hour after school because her mom needs to prepare dinner. Her favorite shows are science and biology.

→ She likes watching biological and scientific channels because she likes animals. → She wants to be a biologist because she likes all the different kinds of butterflies. → She is an independent girl because she does not have any siblings. → Bella likes to camp because she likes nature. → She likes studying because she likes to get new knowledge. → She likes to go to other countries with her mom because she can see different cultures. → Bella likes playing with Amy who is her neighbor because Amy teaches Bella some Chinese words.

“I like cooking.” Name: Bonnie Hill Age: 35 Occupation: Banker Location: Seattle Income: $40,000 Bonnie likes cooking when she gets off work. She will watch TV programs which teach people how to cook amazing cuisine. She likes to use her laptop because she can pause or reverse videos. She will go to a supermarket when she needs food.

→ She doesn’t like junk food, because she cares about her health. → She will read some cooking books at the weekend because she wants to learn how to cook. → Bonnie will attend volunteer work at weekend because she cares about environment issue. → Bonnie likes to watch travel bloggers because she can plan her trip for next vacation. → She likes to share amazing cuisine with her friends because she can keep in touch with her friends. → She likes going to different countries because it helps her relax. → Bonnie likes talking with her neighbors because her neighbors also like cooking.

TA R G E T A U D I E N C E

PERSONAS 02/04

Target Audience

“I like adventure.” Name: Frank Anderson Age: 25 Occupation: Bartender Location: Boston Income: $22,000 Frank likes hiking in different areas. He is interested in heritage. Frank wants to go to Egypt to see pyramids and the mummy. He will watch history programs about history. When he sees any scenery, he will plan to go for his next vacation.

→ He likes to help people, so he will do volunteer work once a month. → Frank likes walking tours experience in a city, so he can totally understand a country. → He is looking for a job of a tour guide because it is his dream job. → Normally, he doesn’t like to stay his comfort zone, so he likes adventure. → He likes reading history books because he likes heritage. → Frank likes challenges and risks because it makes him be strong. → He doesn’t care about any relationship because he just wants to focus on his dream.

“I like outdoor activities.” Name: Nate Brown Age: 63 Occupation: Veteran Location: San Diego Income: $45,000 Nate lives in San Diego. He likes watching war movies. He watches TV programs at home. His wife is Susan. She does everything for Nate, so Nate cannot live without her. Nate loves sharing his experience in the army with Susan.

→ He likes watching history programs because he likes war movies. → Most of time he stays at home to watch TV because he is lazy. → He likes to collect ancient military supplies because he will feel that he still is a soldier. → Nate likes to join outdoor activities because he likes talking with people. → Sometime, he will go to national parks to relax because he likes nature. → He knows some cartoons because he watches cartoons with his grandsons. → He will go to bookstores to looking for history books on Sunday because he likes history.

TA R G E T A U D I E N C E

PERSONAS 02/04

Target Audience

“I like traveling.” Name: Wes Gibson Age: 38 Occupation: Manager Location: New York Income: $62,000 Wes is a manager at a Citibank. He is very busy, but he likes watching travel programs. When he watches travel programs, he will feel relax. And then he will make a plan for the next vacation. He works out, so he cares about his health.

→ He likes watching travel videos because they help him relax the mind. → He has a long vacation every year, so he will plan a trip every year. → He likes watching cooking channels because he likes to taste different food. → He will buy some plants because he cares about the problems of earth pollutions. → Wes loves to watch history channels especially about Asian cultures because he likes Japan. → He will go hiking with his colleagues on the weekend because he likes to exercise. → He likes to go to supermarkets with his neighbors because they can cook and make new cuisine together.

“I like outdoor activities.” Name: Oliver Tyson Age: 25 Occupation: Student Location: San Francisco Income: $28,000 Oliver is an international student who is from Mexico. He loves American history. Also, he likes to watch American series. He wants to travel around America. He likes to talk with his friends about the American experience. Sometime, he will post blogs on social media.

→ He loves watching American series because he wants to practice speaking English. → He likes road trips with his friends because he can directly see the culture. → His friends often tell him to try new things because he likes to be comfortable. → He likes to learning new things because that can give him some inspiration. → Oliver will plan trips for every vacation because he doesn’t waste time. → He likes to find some new place which only locals know because he likes exploring. → Oliver likes Asian food, so he will watch videos to learn.

OUTLINERS

PERSONAS 02/04

Outliers

“I like running.” Name: Alex Simmons Age: 31 Occupation: Personal Trainer Location: Los Angles Income: $36,000 Alex is a runner. He likes running in the morning. He will go to the gym to take a shower. He will constantly train at the gym or teach his students. Alex likes going out into nature. One a day, he will move to the countryside. He hates staying in the city.

→ Alex does not like watch TV because he thinks it is waste time. → He likes reading books because he likes learning. → Alex likes doing workout because he wants to stay health. → Although he likes going to different countries, he doesn’t have enough money to do that. → He is going to move out of the city because he hates how crowded it is. → He also likes hiking because he is a runner. → He doesn’t like to handout with friends because he likes staying at home.

“I like Pokemon.” Name: Emma Hisano Age: 21 Occupation: Student Location: Salt Lake City Income: $20,000 Emma is from Japan. She is an international student. She is a big fan of anime. She is used to watch anime on her computer. She doesn’t watch American series. She will play video games. She can stay at home for a week expect to go to school.

→ She does not like hand out because she likes reading comic books at home. → She likes watching Japanese cartoon because the cartoon can make her feels like a child. → Emma is a big fan of anime because she hates real world. → She will dress in cartoon clothes because she wants to imagine she is in the cartoon. → She will go to any exhibition of anime because she can get inspiration to make new dress clothes. → She doesn’t like hand out with her friends since she thinks that is waste time. → She likes playing video games because that is only way she can let off some steam.

03/04

Competitors Current Competitors Adjacent Competitors Aspirational Competitors

CURRENT COMPETITORS

Current Competitors

PBS competes with other TV channels on the market. The main completion is who is more focus on cultural, educational, and scientific areas, but a few companies have these programs that also represented here.

The network ran a mix of college and less well-known professional sports, similar to those found during the early years of ESPN.

TNT was to air classic films and television series, but its programming consists of television series and feature films with a focus on drama, along with some sports.

BBC channel includes broadcasting mainstream comedy, drama, documentaries, films, news, sport, and some childrenâ&#x20AC;&#x2122;s programs.

Abc has eight owned-and-operated and over 232 affiliated television stations throughout the United States and its territories.

COMPETITORS 03/04

The company owns several non-fiction and entertainment-based television brands, including its namesake A&E, History, Lifetime, FYI, their associated sister channels, and holds stakes in or licenses their international branches.

The channelâ&#x20AC;&#x2122;s programming primarily consists of theatrically released films, along with a limited amount of original programming. They do have some educational programs.

The channelâ&#x20AC;&#x2122;s programming on the channel includes both original and acquired series and fan favorite movies.

The networkâ&#x20AC;&#x2122;s original programming aspires to the standards of premium cable channels such as HBO,

The channel carries a variety of programming, with a focus on comedy, along with some sports events. As of September 2018, TBS was received by approximately 90.391 million households that subscribe to a pay television service throughout the United States.

Showtime, and Starz in regard to mature themes and content, high quality writing, directing and acting.

CBS is an American English language commercial broadcast television and radio network that is a flagship property of CBS Corporation.

ADJACENT COMPETITORS

COMPETITORS 03/04

Adjacent Competitors

If consumers are not watching programs by the television, what else will they use? People can watch programs through these devices, so they are adjacent competitors on here.

YouTube is the most popular videosharing website, so it is a huge competitor in the video-sharing area. We can do some different from Youtube.

Vimeo is an ad-free open video platform, providing free video viewing services. The company provides creators with tools and technology to host, so we also can provide tools and technology at our channel.

Hulu is primarily oriented towards instant streaming of television series, carrying current and past episodes of many series from its owners’ respective television networks and other content partners.

Netflix’s initial business model included DVD sales and rental by mail. The company ’s primary business is its subscription-based streaming service which offers online streaming of a library of films and television programs. In 2019, Netflix had over 148 million paid subscriptions worldwide.

Prime video is an Internet video on demand service for users. It is free for Prime members. It offers television shows and films for rent or purchase and Prime Video, a selection of Amazon Studios original content and licensed acquisitions

Sling aims to complement subscription video on demand services for cord cutters, offering a selection of major cable channels and OTToriginated services that can be streamed through smart TVs, digital media players and apps.

Apple TV is a digital media player. It is a small network appliance and entertainment device that can receive digital data such as music, video, specific sources and stream it to a television set or other video display.

Crunchyroll is a distributor, publisher, and licensing company focused on streaming anime, manga, and drama. Crunchyrollâ&#x20AC;&#x2122;s distribution channel and partnership program delivers content to over 35 million online community members worldwide.

Roku launched its own streaming channel on its devices in 2017. It is ad-supported, but free. At launch, its licensed content included movies and TV shows. It is implementing an ad revenue sharing model with content providers. It is only available in the US.

Starz is an American premium cable and satellite television network. Its programming features theatrically released motion pictures and firstrun original television series.

A S P I R AT I O N A L C O M P E T I T O R S

COMPETITORS 03/04

Aspirational Competition

The rebranded PBS will use interesting ways to convey information for people, so there are some companies which are doing interactive service, virtual reality and high technology service for people. These companies will be the market competition for PBS in the future.

Netflix have built up its video library, including more original series, movies, and specials that are exclusive to the service in the future. In 2019, Netflix had over 148 million paid subscriptions worldwide.

Oculus specializes in virtual reality hardware and software products. Oculus Story Studio was an original animated virtual-reality film studio. It animated virtual reality filmmaking and educate, inspire, and foster community for filmmakers interested in VR.

The PlayStation Network is an online service with about 210 million registered users and over 90 million active users monthly. The PlayStation Network includes social media, video service and online virtual market.

Pimax is a technology company specializing in virtual reality hardware and software products. In 2017, Pimax ran the Pimax 8K headset. It launched knuckle style controller compatible with SteamVR 2.0 in 2018

Samsung new future will work on next generation ultrafast 5G cellular networks, which means it can download a movie in seconds rather than minutes. Three of the models will have slightly larger screens and more complex camera systems than their predecessors.

YouTube announced that YouTube users could now upload 3D videos. The videos can be viewed in several different ways, including the common anaglyph (cyan/red lens) method which utilizes glasses worn by the viewer to achieve the 3D effect.

FOVE’s technology uses infrared to track eye movements with accuracy and low latency. The sensors within the device tracks the user ’s pupils. It allows the user to target and interact with objects by making eye contact with them.

The HTC Vive is a virtual reality headset developed by HTC and Valve Corporation. The headset uses “room scale” tracking technology, allowing the user to move in 3D space and use motion-tracked handheld controllers to interact with the environment.

04/04

Future Vision PBS Today PBS Tomorrow Looking Ahead

P B S T O D AY

PBS Today

PBS is focusing on children today. They are providing information for preschool at home.

FUTURE VISION 04/04

PBS TOMORROW

FUTURE VISION 04/04

PBS Tomorrow

PBS will use new technology or different methods to convey information for people. It doesnâ&#x20AC;&#x2122;t just share information through television. However, PBS will use interesting ways to convey information for everyone.

LOOKING AHEAD

FUTURE VISION 04/04

Looking Ahead

With our strategy laid out we will next develop a new visual language to effectively express the new PBS.

Sources

Information wikipedia.com pbs.org Photography pbs.org unsplash.com cghnyc.com Student Work By YoJheng Wang This is a student project and is in no way supported by PBS.