Facility Recommendations

It is commendable that WCCA purchased their building and have paid off the loan in only five years, this provides WCCA with a great deal of stability. Very few access centers around the country own their buildings (they either lease or have mortgages). There are issues with the facility that challenge WCCA, we recommend the following:

* Provide WCCA TV 13 with additional funding that will adequately address ongoing maintenance and repairs. Additional capital funds should be acquired to address the electrical problems, the HVAC problems, renovation of the KidsNet/Youth Channel space and renovation of the façade of the building. A capital grant must be sufficient enough to address anticipated building repairs over a ten year period.
* Given there is a need for an additional twenty-five hundred square feet to adequately meet staff and producer need, identify additional space for a “satellite facility.” Frequently, municipalities have surplus buildings which they give to access centers. Work with the City to arrange for surplus property to be acquired as a satellite access center. Access centers typically seek to establish a satellite facility in an area of the city that is not being served by the central facility. Again, a capital grant is usually needed for preparing the satellite facility for production. A satellite facility could also take the pressure off the competition for training and production space at WCCA, since producers who live in the vicinity could use the satellite facility for production. Also with enough pre-planning the satellite facility could house storage space and a shop for building sets.
* Provide adequate funding so WCCA can be open to the “General Public” on Saturday to accommodate working adults’ schedules.
* Secure handicap parking spaces around the facility, with perhaps two on-street spaces being reserved strictly for handicap parking permits. This would assist the senior producers at WCCA (some of whom we met at the Focus Group Session) who have to use walkers. Make sure that the sidewalks cuts are adequate to accommodate wheelchairs and walkers.

Channel Recommendations

* Require compliance from Charter to release a second channel to WCCA as per the current franchise agreement.
* Acquire future channels based on a percentage of capacity v. current definitions of spectrum.
* Facilitate “live” and remote programming by addressing concerns regarding INet capacity and usage. Identify drops around the city and arrange for WCCA TV to have access to those drops as needed. If a technician is needed to be present, ensure that Charter assumes the cost of the technician.
* Include a provision in the franchise agreement that will prohibit WCCA TV 13 from being moved from its current location, unless pre-empted by Federal must-carry rules.
* Provide for compensation and advanced notice of any channel changes, either for WCCA TV 13 or subsequent channels.

Programming Recommendations

• WCCA TV 13 is doing a good job of having a wide variety of programming and engagement of community groups. When we compare the variety of programming on WCCA against other access centers around the country, we believe that WCCA has achieved an excellent balance and stands out as an example.

• With the level of programming currently being created, additional resources will be necessary to program a second channel and to pursue a partnership for distance learning programming.

Training Recommendations

o Acquire additional space to accommodate training. This will eliminate conflicts between training schedules and studio use.
o Acquire a satellite facility to allow for training in another part of the city, not just downtown.
o Consider weekday evening training, which will require more staff, but may accommodate more schedules.
o Increase amount charged for training while still offering the volunteer-in-lieu-of-money option

Staff Recommendations

* Resources need to be made available to provide more staff for WCCA TV 13.
* Once more staff is hired, extend operating hours of the access center to better accommodate working adults.
* Acquire facility space to accommodate additional staff (see Facility report).
* Review salaries in both the nonprofit sector and the for-profit sector. Find a salary comparison for access centers but weigh it against nonprofit and for-profit industries outside of the access field. Undertake a study of cost of living in Worcester to determine if staff salaries are keeping up with the cost of living.
* Consider increasing the amount that is matched in the Simple Roth.
* Change personnel policy to allow carry-over of sick leave.
* Consider changing personnel policy to allow carry-over of a certain amount of vacation leave.
* Change personnel policy for new staff from one week of vacation per year to two weeks per year (increased incrementally for years of service).
* Consider implementing “Time-Off” awards as a non-monetary method of giving bonuses and encouraging excellence.

Technical Recommendations

o Provide WCCA TV a list of remote drops in the city. This will assist WCCA and the community by allowing WCCA to partner with the institutions that have these remote drops to provide live coverage of institutional and community events.
o Include in the franchise agreement and/or contract a protocol for WCCA (or the government or educational channels) to access these remote locations. Provide guidelines that will streamline the process and not prove to be over burdensome for either WCCA, Charter or the City.
o Provide language in the franchise agreement that would require access channels be transmitted with the same quality as cable and broadcast channels. Resolve the interference problems between Channels 12 and 13.
o As previously stated in the Channel Recommendations section of this report, require Charter to provide the second channel to WCCA TV as per the current franchise agreement.
o Require Charter to include WCCA TV programming in their preview channel, establish guidelines for how that information is transmitted to Charter and Charter’s obligations to provide that information to the public.

Equipment Recommendations

o In order to meet the needs of WCCA TV 13 in the operation of its channels, equipment must be reliable and updated from time to time. Because much of WCCA’s equipment is aging, the current funding rate of $30,000 per year is not sufficient. WCCA will need a substantial equipment grant over the next few years to stay current with technology and fully transition to digital. Staff estimates that amount to be $824,495.00 or roughly $82,000 per year.
o The estimate for the grant amount does not contemplate a mobile van unit. We recommend that additional funds be secured to purchase a mobile van unit.

1. What are your communications needs now?

Of the forty participants, one did not respond to question #1. Some of the respondents focused on technology they needed, while others focused on delivery of a message.

1. What are your communications needs now?

* Televised events, generate awareness for agency
* Ability to produce on our site, video/audio of good quality of our programs, edit (above) easily and quickly for in-house, web and advertising use
* Voice, web, print used to disseminate, collect information
* Access to local programming on a regular basis for educating public on HIV/AIDS and the programs available at AIDS Project Worcester, access for online posting of events
* Improved website (interactive) web based applications for services and employment. Marketing services opportunities for donors to contribute as well as recruit the “best” work force. Easy access for all citizens—youth, disabilities, etc.
* Community information, engagement, opportunity for discourse of Common Pathways’ eleven Priority Community Themes—local tv, print, radio, community forums, publicizing Common Pathways activities, image building.
* To reach low income residents in Worcester and the South County and the general public re: the 15+ programs of WCAC (Worcester Community Action Council), web based info.
* More and better equipment.
* Booking guests on “Worcester Here & Now” who are contributing to the needs, pleasures and advancements of Worcester and its surrounding areas (Holden, Auburn, Shrewsbury, etc.).
* We plan to coordinate the DECA Hunger Awareness Benefit and other DECA related events and need to communicate our activities to the community.25
* As owner of a small business that for 20+ years had operated almost exclusively by referrals, I don’t have pressing professional communications needs. However, greater access would benefit both my clients and the nonprofit organizations I serve on boards on a pro-bono basis.
* A place to highlight and share some of the things we’re doing at our school that might interest and benefit the community. A station that provides quality, up-to-date programming that can be used in the classroom for middle high schools.
* Distribute information, re: city programs and services and various community events and programs.
* Inform public transportation users of new schedules, events, etc. The mediums I use are local paper, i.e., press releases, radio for PSA’s, exterior signage, internal vehicle postings and brochures, info posted on websites.
* Inform about public programs, inform about array of library services, keep current with variety of formats used by library users.
* Branding; public relations; promoting; marketing; news and information; teamwork sharing and discussing of data; information; text; video; audio, etc. in real time.
* Broadcasting needs; public announcements for education and promotional requirements—Aid in promotional announcements, re: events, public health, educational access to services.
* Being able to reach an ever growing audience for promotion of “First Night.”
* Better and more programs that enlighten community on making over our community and state of cleaner streets.
* Current, local info, accessible, turn print/visual info into audio to serve the blind population.
* Affordable broadcasting options on a regular basis, assistance in developing and filming ads. PR assistance—how are messages received, wider exposure, multi-language translation.
* Ways to educate the public about who we (LACCM) are and what we do and also to educate them about their civil legal rights.26
* To reach out to Worcester constituencies regarding their specific interests, usually time-sensitive information needs. To obtain input from constituencies regarding issues of government complaints, requests from constituents for government responses in areas of public safety and health.
* Education on how to place programming on the web and manage it. Move production data from one system to another. Networking ideas within city and state. More coverage area in cable: multi-platforms.
* Radio and tv access to the community. Informing the community (especially seniors) of what is available in areas of health, employment, education, etc. (unvarnished news).
* High speed internet, email, phone, voicemail, high-end printing, high volume mailings, cell phone, marketing by all media formats, community partnerships, website marketing.
* At Senior Center: Broader coverage of events and feedback capabilities by/for seniors. Neighborhood (mine in Brittan Square served by East Side CDC) coverage of neighborhood interests, problems, activities.
* Coordinate lines of communication, I would have to improve the coordination of communication.
* Building awareness of current issues UMass is working on. Promoting on-going emergency programs and opportunities. Reaching a broader client base. Using more modern methods of communication.
* Massive viewer outreach on a wide range of consumer protection and health issues. Ex: food defense, product recall or health fraud.
* Internet, newspaper, radio but most of all television. The problem for nonprofit agencies is lack of resources for high-cost technology. I need to create greater awareness and education of such issues of mental illness, homelessness, poverty.
* Reach a younger, more tech-savvy audience through internet or with commercials at a low cost.
* Depending on the audience. For community at-large: newspaper, radio, tv, internet. For specials groups and individuals: radio, special groups’ magazines, group interaction.
* Internet for entertainment and work. TV for entertainment. I use telephone for communication most of the time.
* Media support—new opportunities so youth especially and others to have access to media literacy, trainings and opportunities. A way that community members can be heard. Open airways and availability of technological services. Training and education.
* Accessibility, current info, world news, different language access.
* General outreach and volunteer recruitment, advertising, website (needs update), fundraising, internet, general print media, phone/fax, chatroom (for support groups), newsletter.
* As an acting and modeling school, we need to let the pubic know what our course offerings are and to let them know the talent that is available to them for their advertising and promotions.
* Promoting our services within the community and spread the word about different events we sponsor, plus issues we want to present to the public.

2. What will they (communications needs) be five or ten years from now?

Of the forty participants, two did not respond to question #2.

2. What will they (communications needs) be five or ten years from now?

* Same, maybe more news stories.
* Simple ways of doing more with less.
* Cross registration for college students utilizing technology.
* Same as now but with more updated technology.
* Web-based client records, billing and outcome data. Increased role for website.
* Same—only more evolved/developed and hopefully expanded.
* Interactive web services. Web donor services/interactive.
* Ways to get younger people to pay more attention to older folks.
* Hopefully more celebrants of Worcester, 2nd largest city in the state, with so many growing and profitable businesses and organizations and improved neighborhoods.
* We are expanding DECA activities each year and expect our communications needs to grow as well. We are intending to add on MDA fundraising project next year.27
* Helping people cut through the explosion of media—especially the internet…including blogs.
* The same.28
* Community needs surveys, funding applications online, info and referral.
* I see the needs being similar in the next five to ten years, although on a larger scale because I anticipate significant regional growth.
* Provide greater in-home access to library services.
* Reaching expanded audiences beyond Worcester; using communication to remain competitive and relevant.
* Same but expanded to more information on demand, i.e., pod casting or similar.
* Same, continued expertise and assistance in ads.
* Same as above, plus (maybe this is too forward-thinking) perhaps w/advanced technology we can have more interactive outreach efforts (i.e., interactive tv show, intake over video/tv, etc.)
* Widen web services.
* ? no idea.
* Same—not sure of upcoming technological responsibilities. More space capacity on computer to send large graphic files.
* When Baby Boomers come to Senior Center, new services, opportunities for activities, learning, health and emergency info. Better connections between neighborhoods and city/government agencies for faster response.
* I would like to be current on all lines of communication.
* Staying current with modern methods of communicating. As Extension changes to meet the needs of the Commonwealth, sharing that knowledge and/or opportunities with the community. Potential training of staff in the technology available.
* Same as above, probably with more detail and greater coverage! Need for more time “on camera” to discuss more sophisticated issues.
* I will need to reach audiences that are younger and more sophisticated in the use of technology.
* Always changing we need to be able to keep up with tech trends so that we are communicating through the most widely used technologies to our donor base.
* Probably the same plus others according with new technological channels of communication.
* The same—healthcare needs to be met via computer, will probably move to internet, basic visits/info.
* More access to public access tv—more capacity—shows from schools that break down barriers and stereotypes. More funding and respect for access tv. Need for more and more community involvement and collaboration through the media.
* Accessibility, info on demand.
* Probably the same as above, only expanded to a slightly larger scale.

3. How do you receive information about the community? (check all that apply)

This question was asked to determine how participants receive information about their community and to discover the potential role of PEG as an important communications venue for the residents of Worcester. The following charts show the responses of the thirty-nine participants who answered this question:

Each participant was asked to check as many as applied. Numbers shown in the charts are percentages of participants who checked each of these choices, the following are the real numbers of responses:

Broadcast Television 34

Radio 31

Local Newspaper 37

PEG 25

Religious Organizations 13

Organizations 25

Internet 33

Neighbors 23

Other 16

While the Local Newspaper is the most favored medium for receiving information about the community, PEG television was ranked quite high as a source of information about the community, with sixty-four percent of respondents answering they received information about the community through PEG access television. This sixty-four percent response rate is ten to forty-six points higher than all the other studies we have conducted. Worcester faces challenges from Broadcast television because it does not have local Broadcast channels, information on community events is spotty because Worcester Broadcast channels are transmitted from Boston. Only CBS Channel 4 maintains what they refer to as a “community desk” in Worcester, but no studios. Because of this, Worcester residents are in a position of having to depend on the local access channels for local information.

4. How well informed are you about: (scale of 1-5, 5 being high)

This question is designed to discover how well the participants are informed about news and events from the local community to world news and events. It is designed to determine the efficacy of the above mentioned communications methods.

The responses shown in the graph are “mean” numbers.

The rating of 4.23 for the response to the question of how well the participants were informed about the community demonstrates the efficacy of the local communications modes such as the Local Newspaper and PEG, particularly WCCA TV 13 since it covers local community organizations and events. Given a lack of local Broadcast stations and the fact that most radio stations are not locally programmed, it is surprising that the participants showed such a high degree of begin informed about the community, this group rated .06 to 2.23 points higher than previous studies we have conducted. The participants of the Focus Group session are “community stakeholders” and as such, because of the organizations and agencies they work for, may pay greater attention to local news and events than the general population. However, we have found that when there is not robust PEG access television in a community, participants show a higher degree of knowledge about the “world” or the “country” than their local community, because of the pervasiveness of twenty-four hour newscasts such as CNN or Fox News.

5. Who are your customers?

Questions #5 and #6 were asked to find out what constituencies or “customers” the participants served and how they communicated with those customers. These questions were designed to evaluate the various communications needs of the participants. Thirty-eight of the forty attendees answered these questions.

5. Who are your customers?

* General public, donors/philanthropists, businesses, veterans or patriotic-minded citizens.
* Families with kids and anyone interested in work in the Worcester area. Potential donors.
* Colleges, students, faculty and staff. Low income, middle and high school students. Elected officials, community leaders.
* Youth, schools, community of faith. General public. Minorities. GBLT (Gay, Bi-Sexual, Lesbian, Transgender) community.
* Clients, insurance companies/funders/donors/volunteers.
* Community residents, city and regional government leaders, local employers, state leaders, various special groups, i.e., youth, elderly, disabled, various ethnic and small business groups.
* Low income residents, youth, audience, also our community partners.
* Mostly seniors.29 Hopefully 30 to 50’s.
* People who benefit by exposure; their businesses, family needs, medical help, government directions, available offerings, including entertainment and restaurants.
* Our primary target marked is the students and staff of Worcester Technical High School. We also target the community at large for many of our events.
* Traditionally clients have been a blend of large companies and small entrepreneurial organizations. Currently doing more work for nonprofits (hence their face is the general and donor community).
* Parents in the greater Worcester area who could be potential WA (Worcester Academy) parents.
* Target consumers who can benefit. Funded agencies who provide services. Entities eligible to apply for funding.
* Riders of the WRTA, public transit users.30
* Entire community. Government officials.
* For profit and nonprofit businesses that have marketing and public relations needs.
* Our target audience includes everyone! Crossing over age, culture, sex, orientation, etc.
* Everyone.31
* General public.
* Blind, visually impaired, print disabled, elder.
* Both the general public as a whole, and, more specifically, low-income and elderly residents of Worcester County.
* City of Worcester residents, workers, taxpayers.
* Women 25 to 49 years of age.
* Wide array of community orgs, job seekers, employers, educational institutions, media.
* A. For Senior Speak: Caregivers, providers or info. B. For Neighbors: business in area, absentee landlords.
* The citizens of the City of Worcester.
* Parents, educators, municipalities, youth, organizations (we have several different programs that have different audiences). 4-H Youth Development, Nutrition Education, Natural Resources, Agriculture: such as turf management.
* Entire public sector—all consumers and users of products, FDA regulators. Healthcare sector.
* Corporate community. Middle and upper class professionals and residents/property owners, parents, caregivers.
* Huge range but primary target audience ages 30-65, household middle-upper income.
* 1) Community at large. 2) Special groups: business, African American groups, Asian. 3)Individual (neighbors, residents).
* The average viewer, the general public, youth.
* Senior citizens, disabled individuals, families, couples and individual (counseling) and companies—grantors/potential donors.
* Business and children—adult (prospective students).
* Everyone in Worcester, plus Worcester County. Specific: low income service providers, other organizations, state officials, legislators, formerly homeless, concerned citizens.

The participants’ constituents or “customers” (as we defined it) are primarily local residents, organizations and businesses. That being the case, their communications needs are very localized and also challenging because they have to compete with so much non-local information such as broadcast and cable news, Internet, larger market radio stations, non-local advertising and even non-local direct mail.

5a. How do you usually communicate with your customers?

5 (a) How do you usually communicate with your customers?

* Internet, email, newsletters, phone calls, story in paper, word of mouth.32
* Email, newsletters, radio, website.
* Phone calls, email, information pieces, webpage, fundraisers, through local media.
* Newsletters, email, website, radio, newspaper/tv.
* All of the above and community forums.
* Outreach mailing, newspaper.
* Radio, internet, word of mouth, Channel 13, Radio 91.3 FM.
* Formerly a columnist with Telegram/Gazette, Worcester Magazine, Jewish Chronicle, Senior Advocate. Now gathering play dates for guests on Worcester Here & Now.33
* We have used primarily email and regular mail and WCCA TV and word of mouth.
* With my own clients—mostly meetings (in person), phone, email, internet. With their clients: all of the above, especially website pulls, PR.
* Internet, email, US mail, phone, monthly newsletters, special events/meetings hosted at our school.
* Mailings, email (rarely), new stories, internet, website, phone.
* Brochures, newspapers, website, signs in buses, community outreach—attending senior centers, neighborhood centers, grocery stores, hospitals.
* Newsletters, email, local paper, radio, government channel, public access channel, word of mouth, fliers, posters.
* Phone calls, email, email newsletters, word of mouth, website, face-to-face.
* Newsletters, mailings, story placement in local paper.
* Newspaper, tv, radio, internet, etc.
* Email, word of mouth.
* Radio broadcast.
* Internet, newsletters, local paper, local news.
* I think our most prominent form of communication is word of mouth, followed by trainings and outreach activities we conduct.
* Phone calls, email, word of mouth, local paper, radio, tv, mail.
* Phone calls, internet, email for the questions, word of mouth, viewed shows.
* Radio, TV 13, word of mouth, common interest groups (clubs, orgs, etc.)
* Also: promotional fliers, brochures mailed, delivered, emailed and posted on website, job fairs, community events.
* B. For Brittan Square—newsletters (quarterly), agendas (bi-monthly). We have several groups—phone calls, visits (i.e., crime watch, 3 churches, businesses) that disseminate info. A. Radio/TV Senior Speak—word of mouth, notice in Senior Scoop.
* Phone calls, internet, email, personal networking.
* Newsletters, internet, emails mainly. Some stories sent to local paper and other media outlets.
* Email, phone calls, word of mouth, all levels of electronic media, meetings and presentations and briefings.
* Internet, newspapers, newsletters, advertising, word of mouth.34
* Phone, email, local cable tv production.
* Internet, email, phone calls, word of mouth. I am a community organizer and activist.
* Newsletter, local paper, word of mouth, healthfairs, conferences, tradeshows, partner-agencies, local/state/regional, health/elder papers.
* Email, phone calls, newspapers, word of mouth.

Nine of the respondents (or 24%) cited “tv, WCCA TV, TV 13 or Channel 13” as a method used for communicating with their customers. In the Focus Group Conclusions section we will discuss the various modes that the participants use to communicate to their customers and the general public.

5b. How much money do you spend each year to communicate with your customers?

5 (b) How much money do you spend each year to communicate with your customers?

Thirty-five Focus Group participants answered this question as follows:

Under $1,000 11 31%

$1,000 to $5,000 9 26%

$5,000 to $10,000 4 11%

$10,000 to $25,000 3 9%

Over $25,000 8 23%

5d What three central messages would you like to deliver to your customers?

This question was designed to get participants thinking about their most important messages they needed to deliver. Thirty-seven participants responded to this question.

* Awareness about organization/programs it offers. Educate about veterans.
* High quality music education for everyone. Impact on community (youth and education) Impact on low income kids. Access to music education.
* Worcester and region as a great college town. Accessing higher education. Promoting academic and social events.
* HIV/AIDS infections continue to occur in our community. The fastest growing population of those who are getting infected is between 13-24. Everyone should have an HIV test. Our message is one of living after 25 years of the disease and not of dying.
* Easy access. Quality care/outcomes. Cost competitive.
* Existing assets and gaps in services in Worcester. Ways to get involved/effect change. Reporting back results of specific efforts. Setting new priorities.
* Services available. Who is eligible. How to access services. WCAC=central agency for low income services.
* Learn the truth. Tune into PBS.
* No community can survive without neighborhood support. We need to spread the word on all that this city has to offer. Public access, WCCA community television is a vital and growing movement.
* Improve community awareness of hunger. Our responsibility to our students includes leadership development, social consciousness. Create civic consciousness in students and vocational understanding.
* To my clients regarding communications: Avoid jargon “insider speak.” Keep it simple. Show the benefits.
* We are a school with a great academic program. We are a diverse community. We are a great option for many kinds of students and families.
* Availability of programs and services. Availability of funding (thru grants): deadlines and parameters. Eligibility criteria for programs and service.
* The new information (schedules, tickets, times, routes, etc.). Where to find more info (customer service, web, tech). How to use new info.
* The library has something for everyone. You don’t need to have time to read to use library resources. You don’t need to come to the library to use its resources.
* Value, affordability, timeliness of my services.
* HIV/AIDS is still a reality and continues to be a real current health issue. Everyone is at risk. Education and communication is necessary to combat this pandemic (ignoring it hasn’t worked).
* Family oriented celebration. Largest arts festival in region. Time-date-cost.
* Environment. Safety. Interconnecting with each other.
* Vital information is available. Cultural events can be accessed. Opportunities available for the disabled.
* It’s important to learn and stay updated on issues of HIV/AIDS and sexual health. HIV is still present and there continues to be new infections each year.
* Who is eligible to receive our services. What services we provide. What people’s civil legal rights are.
* Connecting people to others. Showcasing the city. Community social services.
* Access to information. Access to participation. Access to involvement.
* Employment training. Services available to employers. Employment and training services for all job seekers. Promote one-stop career center.
* Seniors are vibrant, have many interests, do interesting things, give back to the community, and have many services.
* Services that are available to the citizens of Worcester.
* What are our programs such as 4-H and misconceptions. Needs programs such as “Operation Military Kids” “Supporting suddenly military families.” Outreach branch of the University in the community.
* Accurate up-to-date information on regulatory issues. Educational information on government issues. Consumer protection programs.
* We play a vital role. We deliver essential and quality services. We make a difference in your life.
* United Way of Central Massachusetts is working to help people in your community. United Way of Central MA is creating positive change and impacting lives. Your investment will help address issues in people’s lives so that they can become self-sufficient.
* Updates about Common Pathways. Opportunities for volunteers.
* Information. Information about events.
* They have value. They need to speak up and out. They need to advocate for things that improve their lives and others. We all count.
* “Life brings challenges—we bring help” regardless of ability to pay. Fundraising. Volunteer opportunities. Source of information/not just services.
* Courses offered. Client needs.
* Support our efforts/programs by donating or attending special events. What we provide service wise. Spreading the word about housing/homelessness issues.

Again, the stakeholders’ messages are important to the welfare, health and safety of the community. They speak to quality of life issues in the City of Worcester and the greater Worcester region.

6. What problems do you have when communicating with your customers?

6. What problems do you have when communicating with your customers?

This question was asked to determine what obstacles the stakeholders have when trying to communicate their messages to their constituents. Thirty-seven of the participants responded to this question.

* Getting message to all.
* Too expensive. Advertising is hit or miss.
* Reaching the right audience at the right time.
* Difficult message to deliver due to stigma attached to the disease. Awareness of services we provide.
* Frequency/quality of contact.
* Reaching all the various groups on a consistent and regular basis. Effectively promoting capabilities.
* Customer follow through. Need to educate customers/working on.
* Can’t or don’t want to speak English.
* Only booking times. So many people who want to appear as guests but finding an accommodating date that won’t conflict with their work.
* It is very time consuming.
* Every client has a different challenge or set of challenges.
* We keep tapping the same audiences—how to reach a diverse crowd. We have a high price tag—how do we communicate across the financial gap?
* No one media outlet reaches the entire target population. Cultural, economic and linguistic differences.
* Not reaching everyone, literacy, language.
* Keep message fresh.
* Breaking down the silos that are designed to prevent infiltration by outsiders.
* Certain parts of the community don’t feel comfortable in discussing HIV/AIDS particularly due its mode of transmission (sexual/IV drug use). And this is unrealistic especially in regards to reducing transmission (it’s still a shameful disease).
* Not able to evaluate/track audience beyond zip code information to inform decisions and planning.
* None.
* Awareness of service. Strength of signal reliability of cable access providers (awareness, technology, skills, need to share).
* People are unaware of the continued infections because of stigma. Do not know the effectiveness of messages.
* Reaching our client population (low income and elderly). Language barriers.
* Not enough tech cross-over to show or promote. Strength of signal and equipment.
* ?35
* Reinforcing that job seekers come to job fairs “dressed for success.” Note: (Network of community partners contributes significantly to outreach success.)
* Phone tag.36
* Language barriers. Have done some transcription but then problem is bi-lingual staff to answer questions. New issues out in a timely manner.
* Sometimes access (lack of) to major media outlets; preventing distribution of information.
* Budget, positioning, overcoming myth.
* Cost! We are a nonprofit so advertising budget is extremely tight. Range of target market is diverse so reaching all through one channel is impossible.
* Difficulties to follow up. Listen reaction to my first communication.
* Lack of audience. Lack of audience response.
* They do not trust the system. They don’t think they can cause change. Ambivalence.
* Confusion with agencies with similar names. Not being able to get the full message across. Narrowing down target audience.
* People are not always getting what we try to communicate. There is a gap sometimes between the information sent and it actually getting to those we need it to reach.

The stakeholders’ obstacles in communicating their important messages to the community are significant. Overcoming those obstacles is important and necessary to the community as a whole. It is interesting that language barriers appeared many times as a common theme among the participants. We will address what can be done to help overcome language barriers in our Focus Group Conclusions part of this report.

7. Which of these media outlets has covered or reported on your agency, institution, special event or issue in the past year? (

Question #7 was asked to determine if participants’ had received media coverage from traditional outlets over the course of a year.

7. Which of these media outlets has covered or reported on your agency, institution, special event or issue in the past year? (check all that apply)

Thirty-seven participants responded to this question as follows:

Newspaper (Worcester Telegram & Gazette,

Worcester Business Journal. Other) 35

Network Television Affiliate

(ABC, CBS, NBC, FOX, other) 13

Local Radio Station (s) 32

The chart below shows the responses as percentages.

8. Do you think that WCCA TV is important?

Thirty-six participants answered this question with all of the participants answering in the affirmative.

9. On a scale of 1-5 (5 being best) rate WCCA TV’s importance:

Thirty-three participants rated the importance of WCCA TV. No participant rated WCCA TV at a value of 1 or 2 for importance. Four participants gave WCCA TV a value of 3 (medium), ten gave WCCA TV a value of 4 (somewhat important) and nineteen gave WCCA TV a value of 5 (very important). A combined total of eighty-eight percent of the participants gave WCCA TV a rating of “somewhat important” to “very important.”

11. If you DO NOT produce a show at WCCA TV, have you ever thought about producing an access show?

Question #11 queried participants for their interest in producing a show and follows with a question to determine what prevents them from doing a show.

Thirty-one participants gave a response to this question with twenty responding that they had thought about producing an access show and eleven saying they had not thought about it.40

Participants were then asked what prevented them from producing an access show.

Twenty-seven participants answered this question. The actual number of responses to this question are as follows:

Time 24

Money 12

No Training 14

Wouldn’t Know What to Do It On 4

Seems Too Difficult 3

The last two answers are particularly significant. Only four participants stated they wouldn’t know what to do an access show on and only three stated it seemed too difficult. We can assume by these answers that a great majority of the participants would know what subject to do a show on and most did not see it as being difficult to produce a show.

Time and training rated as the highest barriers to doing an access show with money being a factor at less than forty-five percent.

10. Do you currently produce a show at WCCA TV?

Question #10 asked the participants if they currently produce an access show at WCCA TV

Thirty-six participants answered this question with ten saying “Yes” and twenty-six saying “No.” While less than a third of those who answered this question actually produce a television program at the access center, WCCA TV enjoys high favorability among the Focus Group participants. Additional comments were written in the margin as follows:

o Will be in the future.
o No, but want to.

Participants were then asked what the name of the show is and gave the following responses:

o Senior Speak37
o Worcester Here & Now38
o Coffee With Konnie
o Ramona Interviews
o Perotto’s Perspective
o Close to Home
o The Flipside

The subject matter of these shows is as follows:

o Interviewing people who have left or are leaving their signature on our city.
o Interviewing people that have left impact on city.
o Guest’s views about Worcester—living and working here.
o Interviewing persons with a life experience or positive message.
o Information and entertainment for seniors by seniors.39
o Providing information on services available City of Worcester.
o Pro-life, pro-family issues.
o Talk show highlighting individuals, organizations and regular—opportunity for folks in the city to tell and talk about their stories, etc.

12. Would you be interested in taking one or more of these classes?

Question #12 lists the following classes and training on television production for adults and youth as follows:

o Introduction field production, including camera and basic SVHS and mini DV camera use and tripod set-up.
o In Studio production basics including: training in studios A&B, introduction to studio cameras, audio, Trinity Digital switching, lighting applications, floor director, teleprompter, technical director, production design considerations and director's duties
o KidsNet/Youth Channel media literacy and career skills in communications
o Computer applications : character generator, HTML, vlogging, posting content on the web.
o Studio orientation and facility policies
o Advanced one on one courses on Trinity Switcher and Titlewave programs and Adobe Premier
o Digital and Analog Editing classes

After review of these classes and training, participants were asked if they would be interested in taking classes.

Thirty participants answered this question with twenty-three answering they would like to take one or more classes, six saying they would not and two writing in the response “maybe.” Given that time and training were the greatest perceived obstacles for those who had thought about producing an access show, the interest in taking production classes would indicate that participants were very willing to commit time and were very interested in the training.

13. Has an access show ever been done about your agency/institution/issue, etc.

Question #13 asks if an access show has ever been done about the participants’ agency or institution.

Thirty-two participants gave a response with twenty-four saying “Yes” and eight saying “No.” This is an impressive number given that the access center does not have a mobile van and limited access to remote drops. This means that most of these shows had to be done either in the access center or taped and taken back to the access center for editing and post production. It is often difficult to get agencies, institutions or advocacy groups into the access center for a show. To do shows at the agency, institution or advocacy group locations, camera and sound equipment have to be transported to the site. Given there is no mobile van unit that is permanently equipped, means that staff and/or volunteers have to load up the equipment separately for each taping of a show.

14. Was it an individual or the access center that did a show about your agency/institution/ issue, etc.

Question #14 asks about who it was that did the show.

Nineteen participants responded to this question, with six indicating shows about their agency, institution or issue had been done by both WCCA and volunteers.41 The low number of respondents leads us to believe that the question might have been confusing to the participants and perhaps should have been explained better. Of those who responded, seventeen indicated it was an individual that produced the show and sixteen indicated that it was WCCA.

15. Do you have a special event, issue or program you would like WCCA TV to produce a show on?

Question #15 asks if there is a special event, issue or program the participant would like WCCA TV to produce a show on.

Thirty-three participants answered this question with twenty-seven saying “Yes,” five saying “No” and one writing in “Not Sure.” Among Focus Group participants there is a strong desire for a show to be done about their special events, issues or programs.

16. If so, what is that special event, issue or program?

Participants were given a chance to describe their desired programming as follows:

16. If so, what is that special event, issue or program?

o Veterans Issues
o Upcoming Events
o Tons!
o College Town—Enhancing Worcester as a premiere college town and destination
o Walk for Life, Holiday Program42
o Foster Parenting (recruit prospective homes through education)
o Several focused around Common Pathways activities, upcoming indicator report and community themes
o Worcester Community Action Council programs
o Action Hero Awards
o A “Session” get together of musicians on Sunday afternoon.
o Locally provided entertainment—monthly. Silver screen features, local performers.
o Talented young children (under 10 years), music, dance, skate, sing, recite, take on persona, paint, etc.
o Hunger Awareness Benefit
o I am on the Advisory Board for Rainbow Child Development Center and feel they have an amazing story to tell
o A series about diversity, looking at a number of issues, particularly race, class, gender, sexuality
o EITC tax preparation services and information
o Cultural Commission grants and programs
o As a Government Department we have access to Channel 12. Our Friends and foundation may be interested
o Common Pathways upcoming roll-out of its community-indicators initiative
o Immunization of November 18th, already produced
o Prevention and education information
o Agency information (general), testing
o New Year’s Eve arts festival coverage should occur because this is the largest community wide event in our city. Additionally there are programs in schools and neighborhoods prior to the event that should be covered
o 20th Anniversary. Community based employment service program with Massachusetts Commission for the Blind
o Children, Youth and Family Services
o Special events: walk, Latino/Black AIDS Awareness, World AIDS Day, National Testing Day, etc.
o Special show showcasing new Technical High School
o Senior Center has many great programs and activities that could be featured regularly. We mention them on Senior Speak, have advertised activities (Gala, etc.).
o Operation Military Kids—Reaching out to the “suddenly” military. Families in Worcester and throughout Massachusetts
o Food security and food defenses with regard to the “War on Terror”—bioterrorism issues!
o Housing, healthcare, youth achievement, social service network
o 3rd Common Pathways Community Forum and small group discussions for special groups: small business, medium and big business, ethnic groups
o Volunteer recruitment—Senior Campaign Program—Volunteers age 60+ helping other seniors who are frail/homebound
o Our basic image course which teaches confidence, self-esteem, wardrobing, communications skills, interviewing

17. Have you ever requested a particular program be shown on the access channel (s) (one that was produced by an individual or

Question #17 asks about participants’ sponsorship of imported programming.

17. Have you ever requested a particular program be shown on the access channel (s) (one that was produced by an individual or organization at the state/national level)? For instance, the Dept. of Health and Human Services produces programming on addiction.

Thirty participants responded to this question with three saying “Yes” and twenty-seven saying “No.” That only ten percent of respondents had requested an imported show be shown on the channel could indicate that they don’t know that individual residents can sponsor programming created elsewhere. However, that said, WCCA TV’s schedule is quite filled with locally created programming and does not have a great deal of room to accommodate imported programming.

When asked what the name of the show was and what was it about, we received the following answers:

o Several—one recently on youth employment/jobs
o A “session” (seshoon) at “The Emerald Isle” (A.O.H). Irish music by non-professionals
o Local offerings/weekly. Shows on stage, film, restaurants, specialties
o National Council of Jewish Women 100th Anniversary video. 100 years of service, NCJW
o Local youth

18. List the kinds of programming you have seen on WCCA TV:

Question #18 asked participants about their familiarity with WCCA TV programs as follows:

18. List the kinds of programming you have seen on WCCA TV:

o Talk shows43
o Interviews44
o Cooking45
o Travel46
o Political47
o Faith based48
o Soap Box49
o On-the-street interviews
o Medical
o Programs that are recorded community events (like the City’s annual Martin Luther King Youth Breakfast)50
o Some music and news (ethnic, youth)51
o Common Pathways Community Forums
o Community events
o Calendar kind of shows52
o Ramona interviews
o Richard Preston interview
o Sybil Farson53
o Interviews with officials, business people
o Community Vision
o Hermes Yanis, Jr.
o Senior Speak54
o Entertainment
o Community interest programming
o Koffee with Konnie55
o Graduations
o Performances56
o YouthNet
o City Council meetings57

19. Along with considering your communications needs, tell us what kinds of programming you personally would like to see on PEG

Question #19 asked participants about what kind of programming they would like to see on PEG access television.58

19. Along with considering your communications needs, tell us what kinds of programming you personally would like to see on PEG access television. Check all that apply.

The following gives the real numbers of responses for each type of programming.

21 City/County Council Meetings (Zoning Boards, etc)

14 Government Agency Programming (such as Police and Fire Departments)

19 Safety Programming

24 Health Programming

19 Parks and Recreation Programming

22 City/County Sponsored Events

11 School Board Meetings

12 Focus on Schools Programming (curriculum reviews, district mapping, school schedules)

11 School Sports Programming

18 School Arts Programming

16 Academic Competitions

19 Higher Education Programming (spotlight on colleges, universities, entrance requirements)

17 Distance Learning (for and not for credit courses)

9 Higher Education Sports Programming

17 Higher Education Arts Programming

12 Higher Education Academic Competitions

32 Community Arts and Festivals Programming

26 Community Information Programming (spotlight on recreation, dining, entertainment, shopping)

24 Neighborhood Shows

21 Seniors Programming

21 Shows by and about Children

20 Shows by and about Persons with Disabilities

14 Second Language Programming

26 Ethnic and Cultural Programming

18 Women’s Programming

12 Gay and Lesbian Programming

17 Fitness and Lifestyle

15 Home and Garden Programming

8 Animal Shows

25 Political Programming (discussions, debates, candidates, “get out the vote,” etc.)

8 Military Programming

30 Local History and Culture Programming

24 General Non-Profit Programming

9 Religious Programming

A high level of interest among the respondents would rate at 20 and above. Numbers 10 through 19 show an average interest and numbers below 10 show a weaker interest. The listing of these types of shows comes from programming guides from access centers from across the United States. Depending on the community in which this question is asked, interest in particular types of programming will be stronger or weaker.

Participants were also asked to add their suggestions to the list of programming. Four participants did so as follows:

+ Veteran’s groups/issues
+ Special competitions such as a film festival w/all films shown on WCCA TV 13
+ English speakers of other languages
+ What’s here, what’s now!
+ Environmental concerns
+ How about a talk show? One with a live audience and contemporary topics. You could even do something like this once a month.
+ Renewable, sustainable and clean energy for transportation and buildings
+ Cooking—featuring local chefs
+ Employment opportunities
+ Call-in or write-in advice shows, i.e., car trouble advice, health advice, legal advice, mental health advice, home improvement advice, relationship advice
+ Need a separate channel for a menu of programming
+ College consortium
+ Featuring the inventive/inventions
+ Weekly news cap. The city suffers from not having a network affiliate and the news on the local Charter news show is woefully deficient in covering real issues in Worcester
+ By starting with the United Way, as a program all of these shows could be branched out
+ I think everything from A to HH is worth covering.59 However, I don’t think that each constituency can support such “niche” programming. So the ideal kind of programming would seem to cover a spectrum related in some way.

20. WCCA TV web-streams programming, would you be interested in webstreaming your television program?

Question #20 is asked to determine which of the participants would be interested web-streaming their programming.

Thirty-three participants answered this question with fifty-six percent saying “Yes” and forty-four percent answering “Haven’t Given it Much Thought.” No participants answered “No.”

21. Do you think the PEG access operations serve your needs?

Question #21 asks whether WCCA TV is serving the needs of the participants.

21. Do you think the PEG access operations serve your needs?60

Thirty-one participants answered this question with thirteen answering “Yes” and seventeen answering “Sometimes.” One participant answered “No.”

22. What would you do to improve WCCA TV operations so they could better serve your needs?

Next, participants were asked what WCCA TV could do to better serve their needs.

22. What would you do to improve WCCA TV operations so they could better serve your needs?

o Get the tv listings on the cable tv guide, interconnectivity.
o ?
o Lobby for a better contract.
o Access to homes in (nearby) towns. Mobile van unit.
o Partner on best practices, local needs and expanding programming.
o Sponsors for some programs in order to pay hosts (and participants if possible).
o I need to know what’s coming on and at what time. Please consider getting a slot on the on-screen tv guide. With digital cable and nearly 300 channels, the tv guide is the only way I find out what to watch.
o It needs additional resources to grow capacity. Marquee could move slower.
o On-Demand availability. Enough “talking heads”—more visuals.
o Give WCCA another cable channel for its programming needs.
o We would like a live feedback for “Health Matters.”
o We would like to have interaction with production “students” at WCCA TV for nonprofit promotions and programming.
o Real time coverage of First Night with footage available for the organization. Have a separate process to provide coverage of special projects that take place prior to the event. All footage would be valuable and helpful for us to use in foundation or sponsoring requests. In fact, it might be interesting to pursue creating a separate fund/application process specifically for nonprofits to provide different types of coverage that can be used for internal purposes. Is there any information about the audience that views programming on WCCA? Is there any way for WCCA programming to be available “On Demand?” With busy schedules, set times often make viewing difficult. How about a separate Focus Group for nonprofits—or other specific groups to be targeted for input?
o More of the same.
o More publicity re: programs and educational programs (mailing list).
o Provide production services for the public more. Add graphics screens throughout programs. Call-in capability.
o Update equipment and focus on web use, use CD’s and DVD’s to show in post production, more edit suites or/and share software via internet to edit at home.
o Extend WCCA (Ch. 11, 12, 13) reach suburbs—many people have connections in Worcester. I like to see what goes on here (some work here, some live outside city).
o Don’t live in Worcester but work here (need to know more). More opportunities, resources for field operations, increase outreach so folks know services.
o Enriched staff and specific required programs. Make FDA/Regulatory programming more available to Ch. 13.
o More resources to support. More “out of studio” programming and more timely programming.
o Work program. Live outside of Worcester, can’t see program.
o More people using this channel and get it everyday more attractive to audience.
o Fix video stream—it does not work! Stop promoting it if not available!
o We need more shows. We need another channel. More inputs from the public on what they want to see on cable access. More real issues get covered on access (more real people). Fun and informative shows.
o Broadcast to “Greater Worcester.” I live outside Worcester but work in Worcester—I miss out on Worcester programming from WCCA TV.
o I think our organization would benefit from being able to advertise events/programs and produce a show/be on a show to discuss certain issues when it is necessary.

23. We’ve reviewed the current franchise agreement. In the new franchise agreement, what kinds of provisions do you think shou

Question #23 asks participants for their opinion as to what should be included in the new franchise agreement. Thirty-five participants answered this question. The results are as follows:

More channels 46%

Monetary support for building and equipment 88%

Additional funds for operation of WCCA TV 88%

Drop points at various locations so

WCCA TV can provide live programming 74%

Public service announcements on the

other cable channels about WCCA TV 69%

Inter-connect WCCA TV throughout

the county 83%

Keep the provisions for WCCA TV

the same in the new franchise 11%

Unsolicited additional comments were written at the bottom of the pages of the worksheets as follows:

o I do think there are many possibilities for synergy. Including connections with towns like Shrewsbury with independent local cable systems.
o A spot on the on-screen tv guide. This is key.
o Put on tv menu. Money for achieve programs for people to do. Fix video stream. Need inter-connectivity.
o Too often too many are using same equipment—hard to repair. They do wonders with present staff, need more.
o Improve cameras.
o Server/broadband. (Inter-connect) without disrupting town access tv.

24. What are your communications needs now?

Participants were then asked the same questions that were asked at the beginning of the session to determine if during the course of the Focus Group their opinions had changed.

24. What are your communications needs now?

Twenty-seven participants responded to this question.

o General awareness, televised events/inform public of events. Web based.
o Programming on higher education issues.
o Same.61
o To enhance the “brand and image” and household name of Worcester Community Action Council.
o Money.
o Greater funding.
o To highlight our academic program and extra-curricular offerings both to use as an admission tool for us and to provide a benefit to the community who might enjoy this information.
o To reach out to public transit riders.
o Higher education should be included.
o Need inter-connectivity. Fix video streaming. Bigger service.
o Update equipment.
o Phone, INet, mail, community network connections, email, website.
o (My bias still runs to print media). For me, they’re being met by the plethora of media (print, cable, email, etc.) for neighborhood organizations.
o Get a program taped and played/broadcast and streamed. Bring our youth and Teen Central youth together for collaborative programming/news. Package materials in a way for easier access—get trained to utilize tools.
o Still a large scale and effective outreach to a wide range of public groups. Increase number of topics.
o I need to reach specific audiences so I can educate about our programs and distinguish ourselves from other agencies.
o Opportunities for feedback about such programs. Use of feedback in future programs.

25. What will they be five or ten years from now?

Twenty-five participants answered this question.

o Connecting local colleges for academic opportunities.
o More community interaction/engagement opportunities.
o Not sure.
o Same.62
o More money.
o I think the explosion in media will only continue. Cutting through the clutter and standing out from the crowd will continue to be challenging especially for nonprofits with limited time and financial resources.
o Same need but on a larger scale as the region and hopefully, transit authority grows.
o Utilize various formats. Younger people aren’t using traditional communication vehicles.
o New people to get involved.
o Same and any new, user friendly technology.
o Baby boomers will need more programming for their interests and age group—more geared to “keeping mind alive” activities—maybe even a “dating” system (Senior Affairs?). Greater emphasis on prevention at all ages. “Alternative” medicine ideas, comparison shopping ideas: daily or weekly price comparisons, “bargain” ideas. Free time, a week before elections for all candidates to inform voters: debates, individual appearances, interviews, in-depth analysis.
o Stay current with technologies to utilize as they become available. Fast track information from university to communities. Clients go to WCCA TV for information.
o More interactive and detailed program/on camera time on a wider range of consumer protection topics. Yes, an understanding to enhance programs and be more proactive in seeking and participating in programming.
o I will need to reach audiences quickly and clearly and concisely.
o More funds to attend specific neighborhood needs. New technology, mobility to produce at different sites.

5 (c) Do you think your communications are effective?

Thirty-nine participants provided an answer to this question with a “Yes” “No” or “Maybe” response as follows:

Yes 19

No 2

Maybe 18

The chart below shows the responses in percentages of participants who responded.

Less than half of the respondents felt their communications were effective. This could be due to the small amount of money spent each year by the participants on communications with their customers. Even though the participants in the Focus Group session were important local stakeholders; such as educators, government agencies, healthcare providers and educators, legal assistance providers, economic development workers, nonprofit leaders, social service providers, and community activists; and their communications are important to the welfare, health and safety of the community, they by and large do not have the resources they need to adequately communicate with their constituencies.