ADMINISTRATIVE REPORT

Date: September 1, 1999
Author/Local: C.Clement/7270

RTS No. 967

CC File No. 1192

Council: September 14, 1999

TO:	Vancouver City Council
FROM:	City Clerk
SUBJECT:	Continuation of Greater.vancouver TV series

RECOMMENDATION

A. THAT City Council approve continuation of the television program "Greater.vancouver" for a further one-year period, as outlined in this report.

B. THAT Council approve funds of up to $70,000 as the City's share of the cost of producing "Greater.vancouver" for a further one-year period. Source of the City's funds to be the Contingency Reserve.

CITY MANAGER'S COMMENTS

The City Manager RECOMMENDS approval of A and B.

PURPOSE

The purpose of this report is to:

1. Update Council on last season's Greater.vancouver television show;

2. Inform Council of the GVRD's and Roger's interest in partnering for another year; and

3. Request Council approval and funding to extend the Greater.vancouver television show for a further one-year period.

BACKGROUND

In 1998, the City produced a six-episode pilot news magazine TV show with the Vancouver School Board and Rogers Community TV. Called City.vancouver, the show focused on City and school programs, services and issues. City.vancouver was recently honored with two awards -- the Impression Awards for Best Public Affairs Program and Best Magazine -- in a national competition involving all Rogers Community TV programs.

The 1999 version of the t.v. series was structured a little differently but the high quality of production values and content remained the same. The partnership now involved the GVRD, the City of Vancouver and Rogers. The show was renamed Greater.vancouver and was expanded to 12 half-hour episodes.

The GVRD board recently approved funding for another season. Rogers has stated it wishes to continue on with the program, and views the show as a key component of their Partnership Agreement with the City.

DISCUSSION

The purpose of the show was to promote civic awareness and enlighten the public on regional issues and programs in an informative and entertaining way, using a fast-paced and upbeat news magazine format.

The budget consisted of $70,000 contributed by the City, $70,000 by the GVRD, and an equivalent contribution by Rogers for equipment and editing studios. The show was brought in on budget.

The show was overseen by a cross-departmental editorial committee, which also included representation from the GVRD. The producer and production assistant reported to the Corporate Communications Advisor.

This past season, the show began airing in late January on Rogers Channel 4. Rogers Cable is available throughout the Lower Mainland with the exception of the City of Delta. Each episode aired eight times over a two-week period. Delta Cable picked up the show in March. As well, Rogers Multicultural Channel plans to air all 12 episodes starting this fall.

Copies of the show were also distributed through the Vancouver Public Library, and to libraries and school boards throughout the GVRD.

Greater.vancouver covered numerous themes, and was shot in various locations throughout Vancouver and the Lower Mainland. Most episodes included 30-60 second PSAs (e.g. Tips or announcements). PSAs were made on topics ranging from composting and traffic tips (i.e. move over for emergency vehicles) to announcing programs such as Keep Vancouver Spectacular and the Omega Sprinkler Replacement Program. Appendix 1 details the topics covered in the 12 shows.

Various indicators suggest the show has had a growing audience, despite little advertising. Neilsen ratings commissioned by Rogers indicates the show's audience grew substantially --from 24,000 viewers for all of episode one (8 showings) to 71,000 viewers by episode seven. As well, average viewing times increased from roughly eight minutes per show to 23 minutes per show (see Appendix 2 for full details of the Neilsen ratings).

Feedback on the program's viewer response line and e-mail has been overwhelmingly positive, and numerous suggestions for future stories have been received. Viewers often comment that the show helps them learn something new about the region in which they live (see Appendix 3 for a sample of viewer comments).

Requests for copies of various episodes have been received from BCIT, TransLink, VEDC, and the public. These tapes provided additional exposure for the show and issues.

Lastly, there were more ideas for stories than the program was capable of covering, due to the restrictions of the show's 30-minute format. Many of these ideas could be explored in the next season.

SOCIAL IMPLICATIONS

The renewal of the Greater.vancouver show will provide:

- a vehicle to explain complex civic issues in an informative and entertaining way, and use the medium from which most people today obtain their information;
- the ability to react quickly to the educational/information needs of the public (e.g. Omega sprinkler replacement program; Skytrain, etc.), and publicize and solicit involvement in new programs and projects (e.g. the Millennium Project);
- a cost-effective way to reach a broad audience -- each episode is repeated eight times, and the potential household reach is 650,000+ (the number of households with cable in the Lower Mainland); and
- additional opportunties to promote co-operation and learning between the City and the GVRD.

PERSONNEL IMPLICATIONS

There are no long-term staffing requirements. Similar to last season, the producer and assistant would be hired on a temporary contract and supervised by the Corporate Communications Advisor.

The project will continue to promote interdepartmental cooperation. Story ideas will be brought forward and approved by an editorial committee comprising of members of each department and a representative from the GVRD.

Existing City staff will be involved as part of their public information responsibilities, serving as editorial advisors and on-camera experts.

As well, the TV show will continue to provide an opportunity for some City staff to expand their skills set by getting involved in different phases of the show's production (e.g., research, script writing, field production, etc.)

FINANCIAL IMPLICATIONS

The project involves no long-term financial committments beyond the season requested.

As well, the amount of funding requested for the program is at the same level as last year: $140,000. Half would come from the City of Vancouver and the other half from the GVRD, with Rogers supplying an equivalent amount in equipment and facilities (i.e., cameras, lights, editing studios, cell phones, vehicles, and air time). The budget covers such things as the producer's fees, the production assistant, the host, freelance videographers, editors, supplies (tapes, batteries, etc.), Web site development, motion and print graphics, dubs, mailing/courier costs, and advertising over 12 episodes.

The show will also enable the City to save money on video production in other areas. By harnessing the talents and equipment of the Greater.vancouver production team and staff who have gained production experience from the show, Corporate Communications can offer in-house video production services at a cost substantially less than if departments went to an outside video producer (e.g., E-Comm video, Capital Plan, Keep Vancouver Spectacular, etc.). Videos normally cost, at minimum, $1,500- $2,000 per finished minute to produce. Corporate Communications is able to reduce those costs to $500-$700 per finished minute of video.

IMPLEMENTATION

Rogers would like to air the new episodes starting January 2000. If Council approves this plan, production of the show would begin in the fall of 1999.

A producer and production assistant would be contracted. Simultaneously, the City and the GVRD would review issues and informational needs for the next 12-month period. Ideas from viewers and other city departments, as well as suggestions provided last season, would be reflected in the show's story line up.

Stories for next season could include: Vancouver's Millennium project; the Vancouver Heritage Foundation's "True Colours" program; drug treatment options; Phase 2 of Skytrain expansion; a comprehensive overview of the City's emergency preparation projects; the NIST Homes Program; ways in which the City is working with ICBC to improve road safety, etc.

CONCLUSION

Staff recommend that the Greater.vancouver TV show continue for another season as a half-hour, 12-episode news magazine program.

This summer, the GVRD Board approved continued support and funding for the Greater.vancouver show. Meanwhile, Rogers has stated that they are interested in continuing the partnership/show for another season.

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Appendix 1: Stories aired in 1999 season

Show 1:Overview of the Region Host Links: Fort Langley Steveston's Changing Economy Economic Overview of Greater Vancouver Ecology of Burnaby's Still Creek Bird's Eye View of Traffic in the Region Burnaby South, a High Tech High School How Geography Shaped Our Region	Show 2: Multiculturalism Host Links: Commercial Drive A Visit to Citizen's Court The Host Program The New Canadians Nature Walks with the Taiwanese Cultural Society Richmond Public Library Collingwood Neighborhood House Chief Leonard George; Perspective on Multiculturalism Tip: Don't Feed the Wildlife in Parks
Show 3: Governance Host Links: The Irving House Why New Westminster did not remain the capital of BC Emergency Preparedness - E-Comm Centre Regional Planning Using Computer Modelling Freedom of Information & Protection of Privacy Act Treaty Negotiations User Groups in Belcarra Park Irving House - New Westminster Museum Tip: ABC's of Composting	Show 4: Arts in the Region Host Links: Shadbolt Centre of the the Arts Richmond's Public Art Program The Regional Cultural Plan Steering Committee Civic Theatres and Their Importance to Communities Vancouver Sidewalk Stamps The Surrey Aboriginal Cultural Society Tip: Pedestrian Safety
Show 5: Development Host Links: Port Moody Population Pressures in Coquitlam Graveyards Capital Plan in Vancouver West Vancouver's Past A Quirky Tour of Port Coquitlam GVRD Liveable Region Strategic Plan Viewing the Suburbs Through Art Tip: Garborators Suck	Show 6: Getting Around Host Links: Bikeway trip form SFU to UBC The Walking School Bus Proposed Skytrain Expansion City of Surrey Reduces Car Use The Effects of Air Quality in the Region Historic Streetcar Revived Tip: School Zone Parking
Show 7: Crime Host Links: The Justice Institute Forensic Recontruction Surrey RCMP Block Watch Alternative Measures Program Citizen's Crime Watch - Hot Car Patrol Tip: Pull Over for Emergency Vehicles	Show 8: Parks & Recreation Host Links: Colony Farm Regional Park Tynehead Park's Caretakers Hastings Park Update Reviving Camosun Bog Vancouver Lifeguard School Omega Sprinkler Replacement Program Tip: Bike Racks on Buses
Show 9: Downtown Eastside Host Links: Carnegie Community Centre and other DTES Locations A Brief History of the Downtown Eastside Old and New Businesses: Army & Navy and Medialab The Challenge of Providing Affordable Housing Inside the Salvation Army's Harbour Light: Addiction Treatment Programs Gallery Gachet & Walls of Change: Bringing Art and the Community Together	Show 10: Garden Land Host Links: United Flower Growers Auction Garbage: A Tour of the Vancouver Landfill and the South Vancouver Transfer Station The Landfill's Bird Control Program Waterwise Gardening Queen Elizabeth Park - The Gardens and the Conservatory Nutrifor - Using Biosolids as a Rich Soil Conditioner Tip: Recycling
Show 11: Water Host Links: Lower Seymour Conservation Reserve A Canoe trip on Widgeon Slough The GVRD's Water Control Centre Sewer Overflow - Remedying the Problem with Water Collection Systems Water Treatment Programs Snowpack: How it works, Why Conserve Water Tip: How Much to Water Your Lawn	Show 12: Giving Back Host Links: The Maritime Museum The Missions to Seamen Tzu Chi Foundation, Canada Tri-Cities Speed Watch Program The Evergreen Foundation - Greening the Schools Wilderness Education Project

Appendix 2: Greater.vancouver Audience Numbers

Total Reach Avg. Minutes
of all occasions spent viewing any

Episode Air Dates+ of program++ occasion of program*
1 Jan 25-Feb. 07 24,0008.0
2 Feb 8-21 11,0008.5
3 Feb 22-Mar. 07 27,0004.5
4 March 8-21 97,00020.5
5 March 22-April 04 46,0009.5
6 April 5-18 72,00029.0
7 April 19-May 02 71,00023.0

+ Thursday 1:00 p.m. and 8:00 p.m.; Saturday 10:00 p.m.; Monday 7:00 p.m.
+ + Estimated total number of viewers of all four listed airtimes watching a minimum of 1 minute of the program.
* Average minutes viewing any of the three listed airtimes (excluding Saturday 10:00 p.m.)

Source: Nielsen Media Research and Neilsen Media Research Audience Flow throughout the day, Saturday.

Appendix 3: Samples of Viewer Feedback

I think the series of programs have been the best that I have seen for a long time. It really explains exactly how the GVRD works, what they do, and why they do it. It's an excellent example of what other governments, or levels of government, should be doing.

Anne Hobert, Port Moody

I like Greater.Vancouver because it makes me feel more connected to the community.
Dave Herfed

Wanted to say how much I enjoyed your show. I was especially interested in the Hastings Park story. Everybody is wondering what is happening there. Thought it was very good. Hope you do some more, and on other parks.

Unnamed caller

Watched your program for the first time today and found it quite informative. ... Didn't know the Bloedel Conservatory existed until I saw the Queen Elizabeth Park garden tour. I will certainly go for a visit in person.

Ryan Ma (via e-mail)

"I think your show is very interesting and very educational and very inspiring. It makes people watching it want to get to know more about the events, and activities and cultures all around the Lower Mainland. Keep it up."

Marla Jones

We enjoy your show because it does provide a lot of information. We learn more about our city. We end up doing a lot more things because of what you provide to us.

Bonnie Driscoll, Maple Ridge

DTES episode: I wanted to commend you on an excellent show! I've lived in Gastown for the last 2 years, so I am interested in the media's coverage of the area. Your show is the first one I've seen that provided a balanced view -- incorporated the positive and negative aspects of the community.

Susannah Rohloff

DTES episode: I thought tonight's show of Greater.vancouver was very informative about the Downtown Eastside. It is an area that I don't particularly liked to go down to, but very informative and good to see that it is coming around in the right direction...

Robert Wallace

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(c) 1998 City of Vancouver