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Using World Modeling Interviews to Develop Lists of Shared Problems, Opportunities, Know-how and Assets Shared by Wisconsin Public Television and the U.W. System Learning Innovations Center
Using WM techniques (see Library Document, "Groupware and Technology Tools") the Links project staff met four times during the months of July through August with LIC and three times with WPT management and executive staff to "model" the current implementation of (1) the content and capital acquisition, and (2) the production organization roles and processes used at each organization. We started by asking "what are the groups and roles involved in each process," mapping the responses using Questmap™ software.
For each group or role, we asked their specific function in relation to the specific process being discussed. Multiple functions could be assigned to the same role. Roles were not based on individual staff members currently employed, but on the jobs that needed to be done. For each function, the following questions were asked:
- Who does the person performing this task (function) need to communicate with?
- What are the tangible and specific objects, systems, or named individuals or businesses they use when doing this task?
- What information is an input or output to the task?
- What is the unique know how (knowledge) possessed by the person performing this task that makes him or her really a good match for the job?
- What are the real-life problems associated with performing the task given the above four attributes of the process (e.g., those communicated with, the tangible tools and resources provided, etc.)?
- What are the opportunities for increasing the efficiency or value of the task to the organization?
While many Problems and Opportunities elicited through the current implementation interview process are similar to those that would be generated by a traditional SWOTS exercise, many others emerged only in the context of thinking about specific tasks in the context of actual work situations.
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This list of problems elicited from the WPT production and development staff included the following:
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Problems - WPT
Idea : Conflict between producer ideas and WPT mission
Idea : "Competing with private sector"
Idea : Projects can't generate surplus
Idea : New technology demands new skillsets
Idea : Inability to estimate resources needed
Idea : DTV Funding Deadline
Idea : Procedures of UW Grants Admin. office
Idea : WPT is big part of ECB
Idea : Political concerns impact program choices
Idea : Infrastructure Costs Are High
Idea : Public Prefers to Fund Programs, Not Infrastructure
Idea : Competition for grant dollars
Idea : Mission conflict
Idea : Inaccurate reporting of budget data
Idea : Unrealistic client expectations
Idea : Grants and/or contracts determine service
Idea : Danger of selling inappropriate services
Idea : Budget may not reflect actual costs
Idea : Complex WPT Governance Structure
Idea : TV donors prefer to give $ to programs, not infrastructure
Idea : Perception that WPT, as part of university, does not need "outside" money
Idea : Project creep
Idea : Complex university bureaucracy
Idea : Reliance on PBS Programs
Idea : Faculty desire to control production
Idea : Resources not available for all ideas
Idea : Reliance on Pledge Drives
Idea : Risk Aversion of UW System
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A similar list was generated from the interviews conducted at the UW System Learning Innovations Center (LIC):
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Problems - LIC
Idea : Faculty willingness to participate
Idea : No Capital Investment Tools, Systems
Idea : "Competing with private sector"
Idea : Being tied to investor's portfolio
Idea : Project creep
Idea : Being a State Agency
Idea : In house designer not available to all projects
Idea : Intellectual Property issues
Idea : UW depts reluctance to share revenues
Idea : Faculty Reluctance to make content "entertaining"
Idea : Fear of Loss of UW control over new business
Idea : Prices don't reflect market
Idea : Investors want quick return
Idea : Mission conflict
Idea : No mechanism for funding on-spec development
Idea : Reluctance to make content interactive and/or collaborative
Idea : Faculty desire to control production
Idea : Complex processes for working with faculty
Idea : Faculty difficulty with shift to activity-based teaching
Idea : Risk Aversion of UW System
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Comparing the two interview database "maps," the following were identified as "problems" by both organizations. The details field of each idea is also displayed, providing the context of the response.
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Common Problems - LIC+WPT
- Idea : Project creep
For political or university goodwill, mission, or peer-approval (awards) reasons, "money bleeding" projects may continue despite limited funds, resources
- Idea : Loss of UW control over new business investors will want majority of board, full voting rights, power to name maagement team, power to make decisions which may run counter to UW policies, faculty desires, etc.
- Idea : Faculty desire to control production Faculty often wants to second-guess the producer
- Idea : "Competing with private sector" WPT and LI prohibited from producing services which are available in private sector; if too successful in new media contracts, may trigger complaints from private companies.
- Idea : Selling inappropriate services Driving the client towards your "limited bag of tricks", even when inappropriate (ex. skill set, equipment not matched to subject matter)
- Idea : Mission conflict should public university even be concerned about generating"profit"
- Idea : Risk Aversion of the university
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Following the same format, over 25 "process opportunities" were suggested for each organization; a list of the shared items identified during the CIM interviews follows.
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Opportunities - LIC+WPT
- Idea
: Maximize value of WPT's budget knowledge
LIC and UWEX can benefit from WPT Exec Producers' knowledge of project budgeting
- Idea
: Support and market faculty via new media
This is key opportunity for cooperation between LI, WPT and UWEX
- Idea : Create structure to seek venture capital
Start a for-profit venture;
University and non-profit tax rules limit ability for raising money
- Idea : WPT + LI will stimulate new solutions Client needs push creative envelope; access to resources of WPT, LI and other UW resources will make it easier to "think out of the traditional box", create new solutions for clients, audiences, faculty
- Idea : Create skills-sharing process between DIU and LI staff identify roles that can be fulfilled by DIU staff working at LI, and visa-versa
- Idea : WPT + LI will provide new technology skills and equipment for both organizations
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The tangible and information elements, and the unique know-how at each organization was also listed and shared. These items were then qualified as to whether they were "unique assets" that each organization brought to the university and to their potential partner. Wisconsin Public Television’s assets were identified as follows:
Assets - WPT
- Idea : Friends of WHA, Inc The "Friends" organization is a unique asset to WPT; it can raise money outside of university, invest its funds, partner with others, may generate new revenue, etc. Also can lobby for UW as well as WPT concerns.
- Idea : PBS-branded Programming Programs from PBS provide national quality core service; this is base for much fundraising and promotion
- Idea : Building public support for spending tax dollars
- Idea: Staff evaluation process WPT has formal staff evaluation process
- Idea: Programming that Justifies Funds
- Idea: Providing programming that public supports Providing a program service that is valued by residents of state, justifying use of tax dollars for infrastructure to deliver it to them
- Idea: Ability to turn ideas into visually compelling stories this is core knowledge of good TV producer
- Idea: High Quality Programming quality programming attracts audiences, justifies funding from the public, and creates the "brand value"
- Idea: Knowledge of best fit between client and media technology Ability to match client needs with best media technologies, formats; not selling what you have, versus what they need
- Idea: Ability to match producers to mission and client based on skill set, personality, etc.
- Idea: Ability to judge program proposals against multiple criteria The Priorities Committee uses the a number of criteria for program proposal evaluation.
- Idea: Goodwill of WPT's audiences Trust and goodwill of public television audience.
- Idea: Political support for funding WPT
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At the September "Reforging Links" meeting, this list of Wisconsin Public Television’s assets to the university" will be validated and/or challenged by the other PTV and university distance/continuing education members.
By Steve Vedro
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