PBS is looking for proposals for a new series. Not only are they looking but they will choose one proposal AND FUND IT TO THE TUNE OF $375,000 (or less) per hour! They will begin accepting proposals next Monday, July 26, 2010.
Objective
This RFP, the first from the Diversity and Innovation Fund, is designed to solicit proposals to provide the NPS with a new, weekly, primetime series – content that will expand viewership and usage, reaching an adult audience on-air and online that reflects the diversity of the 40-64 year old US population. Specifically, the DI Fund seeks to:
Diversify the NPS by attracting more racially and ethnically diverse viewers and Web visitors within the target demographic;
Expand the current NPS audience through the increased use of content created by a diverse group of producers and through the effective use of new and emerging technologies;
Leverage the talent and creativity of executive producers and producers from minority and underserved communities;
Build capacity for the public media system from within those communities; and
Encourage innovation in the planning, production and distribution of public media content.
The content should be conceived and budgeted with multiple-platform use (broadcast, VOD, Internet, mobile, DVD, etc.) in mind from the outset. As producers develop their proposals and ultimately their pilot programs, they should consider not only the traditional broadcast components but also the digital strategy which may include web presence, mobile applications, social media, inclusion in the Digital Learning Library and/or PBS Teachers, etc.
The RFP encourages proposals for a variety of popular genres, including science, history, travel, natural history and exploration. This RFP is *not* seeking children's, drama or news and public affairs content, as these subject areas are being addressed via other initiatives and/or existing properties. The RFP encourages proposals to include characteristics embodied by "The Explorer" archetype – a psychographic audience target aligned with core NPS values and validated by CPB audience research. (See detail on The Explorer archetype following the RFP.)
Sustainable costs are key to the success of any new or continuing series. We are asking applicants to submit proposals for a series of 10 episodes that can be produced for $375,000 per hour (or less) with attendant rights that allow for the efficient use of the content on all distribution platforms. The intent is to "pilot" several projects. One or more will then be selected for series production.
To better reach the target audience, each television-centered, multi-platform project budget should include an appropriate level of funding for marketing across all platforms. Similarly, to maximize impact, each project budget should include an appropriate level of funding for meaningful and measurable engagement plans. Partnerships are encouraged. Producers should consider working closely with the National Center for Media Engagement (NCME) and public radio to develop and implement engagement plans.
The cost of promotion, outreach, station relations, new media deployment (exclusive of rights) and publicity do not have to be included in the $375,000/hour target, but should be factored into the overall project budget.
Planned Outcomes:
An expanded pool of new and diverse content creators and editorial leaders;
Content that reaches an audience that is measurably more diverse, while reaching a broad general audience target at or above PBS's primetime average.
Distribution of content through existing and emerging public media infrastructure;
Innovative use of technology to support content identification and selection;
Increased use of low-cost production models; and
Innovative use of digital media techniques and services that enhance the ability for content to be found via search, syndication and social networks.
Timeline
Tuesday, June 22, 2010 – this request for proposals issued
Monday, July 26, 2010 – PBS begins accepting proposals
Wednesday, September 15, 2010 – all proposals are to be received by PBS by 5:00 p.m. ET
Friday, October 15, 2010 – by this date, PBS in collaboration with CPB, will compile a short list of projects identified for further consideration (Proposals will be evaluated by PBS staff in consultation with CPB, and all producers will be notified as to the status of their submissions.)
Monday, October 18, 2010– Short list of projects identified for further consideration (the written proposals) will be made available online for comment from the public.
Monday, November 1 through Wednesday, November 24, 2010 – CPB and PBS will meet with short-list producers, give notes, request additional information, etc.
Monday, December 6, 2010 – PBS will alert finalists. Contracting for selected pilots begins. Pre-production/production to begin in winter 2010/2011
Pilots will be reviewed by PBS and CPB staff and online by the public, as well as through more formalized testing. Following these reviews, PBS will determine which, if any, of the pilots will be broadcast and/or move forward for full production funding.
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