Chapter Three: The First Five Years Back

Authorizing Environment

An important aspect to consider when planning a government access channel is the Authoring Environment. An authoring environment is the legal and contractual parameters in which the channel will operate. Each authorizing environment differs from city to city; for example, review processes can vary among departments. Despite the differences between governments and their offices, they generally  share one of two basic elements:

• Cable or Telecommunications Ordinances

• Franchise Agreements

Cable or Telecommunications Ordinance

In most cases, government channels need an ordinance that authorizes their existence. This ordinance is usually based on the 1984 Cable Act and is supported in principal by enacted federal cable (1992) and telecommunications (1996) laws. This authorizes a legislative council to maintain a government access channel.

Franchise Agreements

The second element is the franchise agreement between the local government body and a cable operator. The franchise agreement is the operational "bible" used by government channel managers. The agreement's provisions often establishes policies regarding funding, placement in the channel line-up, equipment purchases, power to raise funds, develop underwriters, staffing levels, and the use of volunteers. In short, the agreement determines to what extent the channel will be allowed to develop over the duration of the franchise. 

All current and new government channel managers should be familiar with the franchise agreements, local and federal cable and telecommunications ordinances. 

Using the Strategy and Audience Data to Rollout the Government Channel

Once the government channel is provide with a legal and contractual foundation, the next step is to incorporate the channel strategy and audience data into a practicable "rollout plan". This is the point at which the overall goals for the government access channel are combined with the information you've collected about the viewers the channel intends to serve.

The Rollout Plan

The "rollout plan" refers to the introduction of the channel to the public. The rollout plan should also navigate authorities through a long-term implementation plan. Typically, a government channel is introduced in a series of phases. Although these vary widely, the following is a common phased approach to launching government access channels.

Phase 1 (Year 1): Electronic Bulletin Boards

Most channels are launched with the introduction of cable bulletin boards, using a presentation system similar to the Millennium™ Multimedia Management System created by FrameRate™. Bulletin boards provide generic and time dated information on the channel's computerized bulletin boards from government departments, councils, boards, non-profit organizations, and school districts. The information is created using text, graphics and image backgrounds. This organization and display of information usually runs for the first year while the channel becomes familiar with operations.

Phase 2 (Years 2-3): Video Programming

The next phase may vary among jurisdictions, but usually begins with a few hours of video programming. Some programs may be produced by outside agencies, PBS stations, non-profit organizations, or commercial producers. Often programs that are produced outside the channel are joined with live coverage of community festivals, recreational events, or edited segments produced by channel staff. 

The first appearance of video on a government access channel is a significant occasion as it marks the point when the channel begins competing for viewers with commercial channels. Many cities celebrate this stage with fanfare and often send promotional notices to the media.

Phase 3 (Years 3-5): Meeting Coverage

Some channels begin this phase by introducing coverage of city council or local meetings as programs. Issues that need to be considered at this phase are: lengthened approval cycles, publish hearings, the cost of automated equipment, staffing and use of volunteers, styles of coverage, and reluctance of some public officials to appear on television. Most local governments overcome these obstacles by covering public meetings earlier in the process.

Over time managers of mature government access channels often realize that coverage of local meetings is the "hook" that initially attracts viewers to the channel. If given the choice, some managers wish they had started this programming earlier to begin building the audience/channel relationship closer to the initial "rollout."