A. Valley Public Television, KVPT, is the sole source of public television broadcasting in California’s Central San Joaquin Valley. Based in Fresno, California, Valley Public Television is a non-profit corporation governed by a 16-member Board of Directors with a Federal Communications Commission community license. Valley Public Television also has a Community Ambassador Board, made up of members of the various communities served, who provide feedback concerning programs and viewer perceptions. We have a full-time staff of 32, a part-time staff of 11, and are assisted by more than 1,000 volunteers throughout the year. Our broadcast signal reaches homes from Merced to Bakersfield providing local and national PBS programming that is relevant to all Central Valley residents.

Q. Why does KVPT pledge days so many days on-air?

A. In our low-income market, it takes KVPT more time on-air to raise a dollar compared to other medium markets our size. On-air membership campaigns provide about 23% of our annual operational budget. That’s about $800,000 per year. Based on national studies, and through our experience, these campaigns are the most effective and least costly way to reach viewers to invite membership support. Our goal is to find a balance between on-air fundraising and regular programming. KVPT management regularly discusses ways to diversify its funding sources in order to decrease its dependency on pledge. In fact, this year we have budgeted 10 less pledge days! Next year, we hope to do even more.

Q. Why not depend on corporate giving instead?

A. There are not a lot of large, philanthropic businesses in the Central Valley. Many of those already support Valley Public Television. Others are driven more by advertising impact, than by philanthropy.

Q. Why are there so many repeated programs during membership campaigns?

A. KVPT is dependent on PBS to provide pledge programming that compels viewers, particularly viewers who have not previously supported the station, to become members. In an effort to get the best ‘bang for our pledge programming buck,’ we re-air the programs that are attracting the most member support, but try to repeat them during different times of the day and week. If you are seeing multiple program repeats scheduled at different times throughout the campaign that means that you are an avid viewer. That being said, we are now striving to reduce the amount of repeats.

Q. Why do you sometimes drop a pledge program that is scheduled in Preview and the TV Guide?

A. Since the purpose of Membership Campaigns are to invite members to join, KVPT has the ability to learn if a program is doing well and attracting members in other PBS markets. If a particular program is performing poorly within the system, it is likely that it will not perform well here. KVPT will still give these new programs, scheduled to air within the first week, every opportunity to succeed. After that, KVPT may decide to replace the program with a better performing one. We try to keep these changes to a minimum.

Q. Why does KVPT pledge so many weekends?

A. Fundraising during weekends attracts larger audiences and generates greater membership income for the station. KVPT is working to reduce weekend pledge days to return regular programming, like This Old House, cooking programs and Lawrence Welk back to our viewers. This won’t be easy, but with careful planning, continued loyal support from members, and new fundraising opportunities, KVPT plans to make this a reality.

Q. Why does KVPT have such long membership campaign breaks?

A. Studies have proven that it takes over five minutes of on-air fundraising to compel a viewer to call. KVPT and the system-at-large have found that 10 minute breaks are the most productive. To extend the value of the show, KVPT, locally, will sometimes lengthen a break to 15 minutes if the celebrity of the program is in the studio. If the program and break content is produced and provided by another market, the break could exceed our local guidelines.

Q. What is KVPT’s annual budget and how is the money raised?

A. KVPT’s annual operating budget is $3.6 million, of which $3 million is raised directly from the Central Valley. On-air membership campaigns provide about 23% of the station’s operational revenue.

Q. Has the station become more commercial?

A. On-air sponsorship messages follow PBS guidelines, i.e. no “call to action,” no qualitative or comparative language and no price inducements. KVPT’s “rule of thumb” is to identify, not promote. Our on-air credits can have the look of a commercial and still meet the national guidelines.

Q. Is PBS becoming too liberal?

A. We are mandated by the FCC to provide a forum for the entire spectrum of ideas and viewpoints of the viewers we serve. Balance is not always achieved within the body of one program, but often within the schedule as a whole. Public affairs programs represent about 30% of our schedule and can be as diverse in philosophy as Now and Wall Street Journal. The NewsHour with Jim Lehrer offers the only 1-hour, in-depth, unbiased news coverage on television. Because of his reputation, Jim Lehrer has often been chosen to mediate national political debates. Ultimately, our goal is to offer programs with differing viewpoints allowing viewers to make their own, informed decisions. When producing its own local shows, Valley Public Television always endeavors to achieve balance within each program presented.

Q. What about the threat of loss of Federal funding for public broadcasting?

A. The public broadcasting system was established by Congress more than 40 years ago. PBS’ directive was to ensure one independent television channel for our nation’s viewers. That issue is still as important today as it was in the ‘60’s. If federal funding should be eliminated, stations in small and medium markets (where program choices are needed most) could not survive for viewers who are unable to pay for cable or satellite services. In Fresno alone, 30% of the market does not have access to cable or satellite television, and; therefore, relies heavily on KVPT. Only 19% of Valley Public Television’s funding comes from the federal government. But, this nearly $700,000 would be almost impossible to replace from such a challenging fundraising market.

Q. How is public television different from other commercial stations?

A. Public television is an “interdependent” system of local public service providers that are deeply rooted in their communities and connected to a national programming and distribution service – PBS. PBS consistently serves up the very best in on-screen and on-line services. Local public television stations represent the last locally-owned, locally controlled media outlet in our country. Cable and other pay-TV platforms operate in a different model that, by necessity and design, addresses viewers as consumers, not lifelong learners. Unfortunately for our society, channel proliferation is no substitute for quality and public service. In a crowded media environment, there should be room for at least one source of high quality news, information and cultural programming – including local content – that is available to all regardless of ability to pay. PBS and its member stations fill that important role.

Q. How does digital television fit into KVPT’s plans?

A. We currently broadcast a simulcast of Channel 18 on digital Channel 18.1. and a PBS High Definition channel, offering stunning picture and sound quality. In Bakersfield, we broadcast on Channel 34. Our plan is to add extra channels of programming with digital multicast capabilities.

If you have a question that has not been answered above, please contact us. Your input is important and will help us shape the future of Valley Public Television. Thank you.