Chapter Two: Developing a Strategy Back

Before any equipment is bought, a government channel needs to develop a strategy. The strategy will spearhead the concept for the channel, which will determine how all components will carry-out the strategy. The strategy can take different forms, depending upon how the city wishes to articulate it.

A strategy is formed to help the channel begin operating in an organized fashion.  A strategy may be formed in the following ways: 

• A strategy may be informal and agreed upon orally by the key participants

• A strategy may be a conceptual plan with timetables and budgets for approval by management or the city council

• Drafting and developing reasonable policies  can determine a strategy

• The defining a budget can determine the strategy when funding for specific projects and equipment is approved

Four issues that will help define the overall concept of the government access channel:

• Program Content Goals

• Technical Goals

• Financial Goals

• Miscellaneous Goals

Additional Questions:

How will the channel be funded? 

• Internal Department Chargeback System

• Revenue

Who is our Audience?

• Audience Profile

• Focus Groups

• Questionnaires and Surveys