Allie Kaleta

Casey Wedlake
Jeremy Peters
Your Source for Everything Dubuque
The KJL group is a media management firm that has come from a small town and has

many beliefs of bringing channel 15 back up to par with the other Mediacom channels. The KJL

media management group is made of up three key people: Casey Wedlake, Jeremy Peters, and

Allison Kaleta. Together, we make up the executive managers of this group and of any station we

acquire. We have created this group that manages and promotes channels to get revenues and

profits back into the station. We fully believe that we can change the way a channel operates for

the better. The PEG channels that are currently being put out in the Dubuque are poorly operated

and do not have shows that viewers are interested in. They are wasting their money on putting

programming up there that no one wants to see. By changing the way the PEG channel operates,

we will be able to bring revenue and sales in and also provide viewers with shows and programs

that they want to watch. Mediacom channel 85.5/15 will not be flipped through once we get

control of it. We plan on making changes involving the programming that is on the channel,

selling ads and commercials to companies and businesses that will gain revenue from our

viewers, and promoting the station so that we can continue bringing in new viewers. We will take

into consideration all the other PEG channels to fill the gaps of their shows and also pay close

attention to the budget and see where we can spend our money in the wisest of ways. Our biggest

goal that we have for this channel is to get people to stop looking at PEG channels as poor

quality television. If we can put programming on the channel that is of quality but also what

audiences want to see, we will gain an audience that will continually watch 85.5/15. The other

PEG channels in the area provide viewers with different channels for different subjects of

television. The KJL group believes that if we give them one channel with a wide variety of
shows, they will come back to this one channel rather than flipping through the different ones to

find the correct channel showing the latest high school football game. Our main audience that

this channel will now be targeting is fifty and over. By putting on certain programing that

grandparents and the older generations will want to watch, they will become loyal to our channel

and our shows. Leading into our programming, we believe that we should have a wide variety of

shows on our channel. A one stop shop for everything local in Dubuque. Trying to find the right

PEG channel showing the local city council meeting but coming across the weather instead can

be frustrating. We want to promote our channel as having it all. We plan on putting talk shows,

weather, local high school games, lectures, and many other locally produced events on one

channel. With all the ideas that we have for this channel, we know that it was be a success in the

Dubuque area and we will be bringing in revenue right away.

Programing

The Source would benefit from the targeting of the 50+ demographic of the Dubuque

community. The city of Dubuques population is fairly homogenous noting its predominately

White population, 90.2% in 2010 according to the Census Bureau. And although the median age

of residents is 38 years old, this number is skewed because of the number of the five higher

learning institutions in Dubuque and the college age students who attend them. This gives a

disproportionate representation of the 18-34 demographic. Most of 55+ is encompassed by the

generation known as the Baby Boomers. This generation is made up of the children of the

Greatest Generation or those who lived through the Great Depression and World War II. The

name denotes the size of the generation, one of the largest in American history, of those born

between 1946-1964. They have been noted for their social and political mindedness in their

communities. But this generation continues to age and begins to fall into generalized viewership
habits, as people retire they watch more television. Lives are no longer consumed by careers and

jobs and they develop more predictable routines. The 50+ demographic is the most reliant in

their viewership of programming. And a lower percentage of this demographic is on social media

or changing the channel during commercials. Meaning that they are more likely to stay on our

station during commercial breaks, achieving a high viewership rating, and if our programming is

attractive to these individuals we can become a part of their daily television routine. Syndicating

shows that would be popular to the 50+ such as The Andy Griffith Show or The Brady Bunch

would not only be far too expensive for a PEG channel such as The Source but many of these are

already broadcasted on digital sub channels in the DMA. Instead, creating our own content in a

daily news broadcast and talk show, as well as broadcasting local community events, local

college and high school broadcasts, and weather, would all be attractive to the target audience.

The 50+ demographic is less likely than those younger to move from the area, and have families

that are established in the community. Parents and Grandparents who were unable to view a

sporting event or musical would be able to watch our broadcast of these community events. The

City of Dubuque has given The Source the unique position to allow advertisements in their

broadcasts. The fragmentation of the cable audience due to the use of digital sub channels has led

to lower ratings/ shares for cable channels. This presents an opportunity for The Source to

succeed in the market with low production costs paired with ad revenue. Sponsors and

advertisers will be attracted by the target audience because they have established lives with

discretionary income to spend.

Due to the fact that our station has a low budget and is unable to encompass the 24 hours

of broadcast time with syndication or in house productions, the station will run a bulletin board

from the hours of 12 AM- 7 AM. The sale of advertisements during this time is unrealistic
because of low viewership during the late night hours, especially because of the sleeping and

viewership habits of our target audience. The bulletin will focus on events in the Dubuque

community, the five colleges, and feature important community news if applicable. Beginning at

7 AM, the broadcast will change to a weather bulletin.

The bulletin will run from 7 AM- 9 AM, this is the time of the morning when viewers

have the television on in the background as they are preparing for the day. Compared to

broadcast networks who focus heavily on news and sporadically on weather, The Source will

feature a constant stream of news for a quick convenient check of the weather. Ads will be

scrolled past on the lower third of the screen during the weather programming. The next portion

of our day will be filled with a feature that is unique to The Source.

A live campus cam will stream a live video feed of one of the college campuses,

switching between the different campuses. The segment will run from 9 AM- 11AM when

college campuses are vibrant with students and activities. The portion of the broadcast will be

sponsored by a business and feature their logo on the bottom of the screen. Campus cam will also

be named after its sponsor, for example The Company XYZ Campus Cam. The next portion

will be filled with The Source original content.

From 11AM- 12PM, an in- house news program and talk show will be broadcasted. The

midday local news will be the half hour of this segment, followed by a half hour local talk show.

The programs will be filmed in the Loras College Media Studies studio, and offer students a

unique opportunity observe and gain experience alongside professionals. The programs will offer

24 minutes of content with 6 minutes of commercials. This means that there are 24, 30-second

advertising opportunities to sell during the broadcast.

 Infomercials will fill the midday lull in viewership between the hours of 12PM- and 2

PM. If the time is unsold to advertisers, The Source will run promotions for their shows and

display the bulletin Board.

2 PM- 6 PM will feature either live or prerecorded broadcasts of local sporting events

depending on the availability of live sports to cover. Content will range from Loras, Clarke, or

UD sports, to any local area high school teams. This segment will be sponsored by a specific

company or advertiser and feature their name and logo at the bottom of the screen.

6 PM- 8 PM will broadcast local government meetings, these may range from City

Council meetings to any government committees. This will have fewer ads just because people

will be more interested in what the committee is talking about and once it touches on the

interested topic, they will most likely turn it off.

8 PM- 10 PM will broadcast local theatrical or musical programming from local high

schools. We will have ads during the intermissions, which can stretch up to ten minutes, so we

will be making some money for these types of shows. We will re-run this programs a lot too just

in case people miss them or they want to watch again. Everyone loves to see themselves on

television.

10 PM- 12 PM will feature more infomercials just because most of our target audience

will be heading to bed at this time and we do not want to put programming on the channel for no

one to watch it.

Here is an example of what we would have a normal weekday program schedule look like.
 Weekday
TV Daypart
Programming Daily Revenue
11:00 PM Informercial $50
12:00 AM Bulletin Board
Loras, Clarke,

1:00 AM UD
2:00 AM City of Dubuque
3:00 AM
4:00 AM
5:00 AM
6:00 AM
7:00 AM Weather Bulletin $15
8:00 AM
9:00 AM Campus Cam $50
10:00 AM
($12.5/30

11:00 AM News/ Talkshow $300 sec)

12:00 PM
1:00 PM Infomercial $100
2:00 PM
High School

3:00 PM Sports
4:00 PM (Reruns) $200
5:00 PM College Sports
6:00 PM (live or reruns)
7:00 PM $50
City Council

8:00 PM Meeting
9:00 PM $100
10:00 PM Recitals/ concerts
 Total= (5 days)= $4325 (52 weeks)=

$2,035 $865 $224,900

TV Daypart Weekend Programming Daily Revenue

11:00 PM
12:00 AM
1:00 AM Billboard
2:00 AM
3:00 AM
4:00 AM
5:00 AM
6:00 AM
7:00 AM
8:00 AM
9:00 AM Informerical $100
10:00 AM
11:00 AM
12:00 PM
1:00 PM
2:00 PM
High

3:00 PM School/college $400

4:00 PM Sports
5:00 PM
6:00 PM
7:00 PM
8:00 PM
9:00 PM
10:00 PM Billboard

(2 days/week)= $1000 (52 weeks) =

Total= $500 $52000

Total yearly income=

$276,900

Sales

With all of these shows being broadcasted out, getting revenue from them is a big

priority. Bringing in revenue for a PEG channel is new, but we plan on breaking through and

making it very successful. With all of the new programming we plan on adding, we need to make

sure we provide commercials that target the audiences that will be watching them. Because there

will be many different shows being placed on the channel, we can go to a wide variety of

businesses to place their commercials into different slots. Our sales department is made up of
three different Account Executives, each one specializing in a different group of sales. For all of

our local high school events, we have one executive that goes to local businesses that

parents/grandparents. This includes but is not limited to: car shops, local retail, fast food and

restaurants. We have this executive pitch to these companies that parents like to watch their kids

play in local sporting events and in their high school plays. The audience that will be watching

these shows can already drive and may be looking for a vehicle, so having locally owned car

shops will hit home. They also eat and like to shop. This Account Executive will create

relationships with the locally owned restaurants and shops. The older generation enjoys giving

back to the community and would rather spend their money for local businesses rather than big

chains such as McDonalds. Another Account Executive will handle all of the city council

meetings and the news and talk show. This Account executive will go to certain businesses such

as Theisens, Farm and Fleet, Mercy Hospital and Finley Hospital, and other health and home

suppliers. This audience will be targeted to home owners and city officials that will have to pay

attention to new laws that are being passed along with issues pertaining to home owning. The

audiences that usually watch these types of shows are fifty and above, and should also be paying

attention to health as well. This account executive would stay away from big chain ads and

younger ads only because the target audience would not really care about that. We know that the

audiences can vary, but each show can attract a different audience and we need to cater to that.

The last account executive would be in charge of filling the weather spots and any specialty

shows such as high school graduations or all day tournaments. These require special attention

and our final AE will handle those. We do plan on putting special shows on that will go longer

than the typical hour and with that, they require more ads within them. Depending on the show,

we will target certain businesses. If it happens to be an all-day high school wrestling

championship, we will target businesses such as Dicks Sporting Goods, Theisens, and stores

that men shop at because thats who our target audience will be for that particular show.

Depending on where businesses decide to play ads, they will be charged accordingly. All of our

ad slot prices with range from five dollars to twenty dollars. The range will vary on what show

they decide and what they want and how long. We understand that if there are sporting events,

we can sell them for more along with our news and talk show because we will have a steady

audience for those programs. Now none of these times are exactly set in stone for every business.

They could also be lenient on where they want their ad to be, and if that is the case, we will

charge them less, starting around $5. Depending on what they want or where they want it, the

price can change. Even though every account executive handles different categories for the

channel, they all do work together and share their knowledge to help the channel advance. Being

able to generate good relationships with our clients is one of the main goals, we just want them

to make revenue too. Sharing the relationships between the three account executives will happen.

Certain businesses will cross over into different categories and with that the clients may change,

but if one executive has a strong relationship, they will handle that account no matter the

category. Our team will work together in order to reach the best result.

General Management

When looking at the management of our channel, as previously stated, we will have three

account executives handling our clients. Our account executives will split up the clients and

work with them individually. For all of our local high school events we will have one executive

assigned to handling these programs and their sales. We will have one account executive that will

handle all city council meetings along with our talk and news shows. Our last account executive

will be in charge of filling the weather spots and high school graduations, along with all other
specialty events we broadcast. We also plan to hire a traffic director that will handle the

scheduling of our station. There will be a general manager of the station that is in charge of all of

the employees and making sure everything within the station is running smoothly on a day to day

basis. We do not believe that the account executives should have to deal with the day to day

issues. The General Manager will solve all problems or point people in the direction of solving

them. The channel would not be fully operated without the use of our General Manager. In order

to handle our promotions, we will have a promotional director working at that station that

handles everything from off air promotions to the creation and keep up of our station website.

Because we plan to have a newscast aired on our station, we will be hiring a crew, such as

camera operators, audio technicians and other required personnel. We will have two news

anchors and two talk show hosts for our daily news and talk shows, and they will also serve as

the face of our station. All of these people will work together to produce the news show and the

talk show. We will use the same crew except the anchors for the two shows. Because they are

only a half hour long, we can keep them all there for an hour and produce good work. Along with

all of our paid employees we have listed, we also plan to partner with the colleges in Dubuque

for credit based internships. These internships will allow for students to learn the foundations of

how a station runs. We will let them learn, hands on, with our crew and work with the colleges to

get them some credit because it will be just like a job. We will have positions available within the

crew that handles the production of our news and talk show, along with positions where the

students can work under our account executives and learn what goes into selling ads to clients.

Promotions

There are many different factors that determine whether or not a channel will be

successful, however; we believe that the promotions, in regards to our channel, is one of the most
important pieces. If we want our channel to be successful, we have to have a promotional team

that connects with the public so that viewers want to watch us. We plan to have a variety of

promotional tactics in place to ensure we can obtain as many viewers as possible. We plan to

have our logo pictured in the bottom corner of our screen during all programming that we

produce. This will not be large or attract a lot of attention, but it will be there just so when people

are flipping through, they are aware of what channel they have landed on. Another way we plan

to promote the station on air is through an hourly sweep that tells viewers what channel theyre

watching along with our slogan, Your Source for Everything Dubuque. This is another minor

promotion, but it will catch peoples eyes and get stuck in their head. Reminding them of our

station will reinforce the idea of them coming back to watch at a later time. Promoting our

channel off the air is our best chance to have community recognition. We plan to create bumper

stickers for our station that display our channel number, 85.5, and our slogan which reads, Your

Source for Everything Dubuque. This is a small detail, but Dubuque has a lot of vehicles and if

we can get our name on some of them, we will have a driving promotional ad that will reach a lot

of people. Along with bumper stickers we plan to have a billboard placed at the three way stop of

University and Asbury road. On the billboard we will have our slogan and KJL along with our

station number. Our billboard will also include our news and talk show anchors, further giving

the community a face to connect to our station. We plan to connect with the community through

our attendance at different high school events like football games, graduations and music shows.

Because we will be there filming, it will be easy to have our news anchor make an appearance as

well. We want the community to recognize us as the station that they can rely on when wishing

to view different events going on within Dubuque. A lot of programs are not shown on television

because people believe they will not watch them. This is no true, they cannot watch them, and
therefore they dont. Putting our anchors at local events shows that we care about the community

and we want people to know that. They could do stories from out in the field and even pick up

ideas, so it will be double dipping for promotions and our news stories. We also will create and

maintain a website for the station that viewers can use to see the program schedule or hear about

any upcoming events the station will be attending. We will post our talk and news shows after

they have aired, and will have a section where community members can post feedback or

comments regarding our channel. There will be a section that viewers can look at to learn more

about our anchors and who they are, further establishing a face to our station. Promotions is a

major element in making this PEG channel successful. Putting our name around the Dubuque

area will get more viewers to tune in and talk about all of the content that we have on our station.

We are not like the other PEG channels and our promotions will hopefully show that to the

people of Dubuque.

Budgeting

Here is a breakdown of what our projected budget will look like.

 We took a lot of time looking at our budget. Because we are a PEG channel, we know

that it is not realistic to make a lot of money, especially in the first year of operation with us just

getting a waiver to put commercials on. We picked up a lot of jobs that require salaries, our

highest individual salary being General Manager. The one general manager will make $50,000 a

year. Because of everything he puts up with and the show not being able to go on without him,

he deserves the most money. Our three Account Executives will work off of $20,000 a year plus

commission. We have three of them, an with the accounts being small to start off with, we

believe that that will be enough. We understand that none of this is a ton of money, but because

we are a PEG channel, we are just trying to get our feet on the ground at first, these salaries are

not set in stone and can be improved upon in the years to come. The crew, in total will be getting

paid $75,000 but that is not all one person. Between the one audio operator making $15,000, the

two camera operators making $15,000 each, and the two reporters, each making $15,000, that
equals $75,000. The anchors will make $20,000 each because they are the faces of our station

and they will need to go out and make a name for our station. The producer is a main feature in

our talk show and news show and will make $18,000 for the first year. Again, we know that this

is not a lot of money, but we plan on hiring students right out of graduation or people that know

they will not be getting paid all that much in the first year. Once our ad rates start increasing, the

salaries will increase as well. We do have other expenses besides salaries such as travel and

supplies. Our travel is projected at $10,000 for vehicle costs such as gas and repairs. We do not

know how far we will be traveling for stories or appearances so that is why we have a big gap

open for it. For supplies we have $5,000 for camera equipment and other such items. We know

that we will not be getting the best equipment but we can upgrade them once we get more money

into the station. We can also use the equipment from the Loras College Media Studies group, we

have a nice relationship with them and sharing their equipment for shooting. Because we will be

using their studio to put out our talk and news shows we will not be having to purchase that

equipment. After all of our expenses, we believe that we will be putting out roughly $38,300. On

the reverse side of that though, with our ad sales we believe we will be bring in $74,900. These

are all projected numbers but after all is said and done, we believe we will make a revenue of

$36,600. This is just a projected rate of what we plan on making. This may fluctuate depending

on other costs being higher then what they were originally planned for.

Summary
 After all of the decisions that we have made and changes that we believe will help this

PEG channel become something bigger in the Dubuque channel, we should be chosen to be

about to run it. The other competitors may say that they will be making more money and

bringing in a bigger profit but the programs that we plan to schedule and run will hot home for

our audiences. More and more people will want to tune into The Source for their daily news

update and talk show along with sporting events and highlights. We can continually push this

channel to success as we learn from the other channels and from our mistakes along the way. We

realize that there may be some bumps in our plan but we think that even with our bumps, this

channel will be successful. Our programming that we are planning to put on this channel will

bring in many different audiences including teenagers and adults over the age of fifty. By

focusing on these two groups of people, we will collect a wide range of members to watch our

shows and then go out and purchase what our commercials advertise. We will not be advertising

anything that does not apply to a certain age group. Knowing our audience is one of the key

factors to reaching success in this industry and we believe that we know them the best. Growing

up in a town just like Dubuque, we know who watches what television and what they want to

purchase. Along with having a successful PEG channel, adding a news team and talk show will

help put a face to our station. Having people that can go to community service and public events

will help get our station out there and be able to put a face for our audience. With that, we will

pick up loyal viewers to watch our daily news and talk shows. Once we have audiences that are

faithfully, our ratings and shares will increase and then we will be able to charge more for our ad

slots and increase our revenue. Once one domino falls, everything else will fall with it. The first

year may be challenging of getting this new channel on the ground, but we believe we have the

plan for success.