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Chapter 9
COLLEGE AND COMMUNITY RELATIONS

This chapter reviews the community involvement function of the Houston Community College System (HCCS) in the following sections:

A. Community and Alumni Involvement
B. Corporate Training and Continuing Education
C. Marketing and Public Information
D. HCC-TV
E. Public Service
F. Art Galleries

D. HCC-TV

The HCC-TV Department was created in 1994 in response to a Request for Proposal (RFP) by the City of Houston to operate a post-secondary educational access cable channel. HCCS was chosen for the multi-year contract in 1994 and has since entered into a second multi-year contract with the City of Houston that expires in 2003. HCC-TV has undergone many changes in programming focus, department mission and management and reporting structure since its inception in 1994.

During its early stages, HCC-TV's programming was produced with a focus on the instructional needs of HCCS. The Staff and Instructional Services Department administered operation of HCC-TV. This reporting structure was later revised and assigned directly to the Office of the Vice Chancellor for Education. Programs broadcasted during this time included Artworks (weekly arts interviews); American Computer Enthusiasts (weekly computer talk); Author Showcase (monthly talk with book authors); and HCCS Source (bi-monthly news about the college).

In 1998, HCCS shifted the focus of HCC-TV from instructional programming to creating a financially self-sufficient service. The goal was to serve the community and ultimately generate external revenue. Administration of the station was assigned to the Office of Marketing and Public Information. The following mission statement was developed by the Office of Marketing and Public Information at that time:

HCC-TV will be the community's television station for education, entertainment and community service programming.

Programs broadcasted during this time included HISD High School Game of the Week (weekly full coverage of high school athletic events); Culture of Silence (full empowerment TV series); Technology Bytes (weekly coverage of Pacifica FM radio simulcast computer show); and Academic Challenge (high school scholastic game show).

In 2000, priorities of HCC-TV were revised to return the focus on the internal needs of HCCS. Administration of HCC-TV was transferred to the executive director of Distance Education, and the reporting line was structured through the Distance Education Department at the Southeast College. The mission statement was revised to the following:

The mission of HCC-TV is to provide television and other related media services to support the educational, multicultural, community service and marketing needs of the HCCS staff, faculty, students and community. Services of the highest quality must be delivered in a timely, customer-oriented and cost-effective manner.

Programs broadcasted during this phase included HCC and Community (monthly talk show hosted by the Chancellor); HCCS Board Meetings (monthly live on tape coverage of HCCS Board meetings); Northeast College President's Performing Arts Series (coverage of the series from the Northeast college); and The Vibe and the Verse (high school dance show with poetry by a local award winning playwright).

In April 2002, HCCS initiated another revision of the department's focus. The HCC-TV Department is transitioning the goals and strategies to establish a station focusing on the internal needs of the college and concurrently attaining financial self-sufficiency. The department was asked by the chancellor to establish a long-term business plan in order to clarify its direction, focus and operating principles. Both a community-based external committee and an internal committee were convened to support and advise this effort. The result of this effort was a five-year business plan, the outcome of which resulted in three areas of focus which were adopted by the chancellor and the chancellor's executive team:

  • market activities to support systemwide objectives including student recruitment, student retention and community awareness;
  • provide instructional opportunities for students interested in the video production, audio production, broadcast technology and journalism programs; and
  • become financially self-sufficient.

As a result of the five-year business planning effort, the HCC-TV Department proposed reorganization in December 2002 into the Department of Television Services. The department is technically comprised of two divisions. Exhibit 9-18 displays the recently board approved structure dividing the department into two divisions.

Exhibit 9-18
Divisions of the Department of Television Services
2002-03
Divisions of the Department of Television Services
Source: HCC-TV general manager.

The first division of the Department of Television Services is Main Street Studios, a new 16,000 square foot state-of-the-art production facility. The facility includes two studios, two production control rooms, a centralized technical equipment room, ten post-production edit suites, prop and equipment storage rooms and an engineering maintenance office. The facility also includes a state-of-the-art all-digital master control playback center that manages and telecasts four local cable access channels through a partnership with the City of Houston's governmental access channel know as the Municipal Channel.

The second division of the department is HCC Television (HCC-TV). This division handles all of the marketing functions of the department including program development, sponsorship sales, videotape traffic, videotape library, program scheduling and promotions. Exhibit 9-19 presents the organizational structure of the HCC Television division for 2002-03.

Exhibit 9-19
HCC Television Division Organization
2002-03
Television Division Organization
Source: HCC-TV general manager.

A general manager and an operations manager primarily administer the division. These two employees have a total of 40 years of experience in the television industry.

Exhibit 9-20 outlines the total budget for HCC-TV in 2002-03.

Exhibit 9-20
HCC-TV Budget
2002-03
Expenditure
Personnel $317,500
Supplies/General $80,000
Travel $15,000
Contract Services $175,000
Institutional Expenses $2,000
Materials, Supplies, Repair $3,000
Subscriptions, Video $3,000
Furniture & Equipment - Capital $250,000
Furniture & Equipment - Construction $200,000
Data Software $4,000
Advertising/Marketing/Promotions $175,000
Total Expenditures $1,224,500
Source: HCC-TV general manager.

The largest expenditures in the HCC-TV budget are Furniture & Equipment - Capital and Furniture & Equipment - Construction. These expenditures include costs incurred for the depreciation of technical and video equipment and the construction of the production facility.

FINDING

The recently revised direction of HCC-TV places a focus on the internal marketing and instructional activities of HCCS while offering programs benefiting the needs and interests of local community organizations, businesses and community leaders. HCC-TV has participated in many studies to transition the department into an operation that serves the needs of HCCS as an institution while providing a service to the community.

The mission and focus of HCC-TV was developed through several efforts such as a United Way management analysis and a series of internal focus groups and a community-based task force. As a result of these efforts and the five-year business plan, HCC-TV established strategies to integrate its service into the overall advancement of the college by engaging HCC-TV in the needs of HCCS. HCC-TV established the following Goals for Advancement to support the overall advancement of HCCS:

  • increase the focus on student learning, service learning and academic opportunities;
  • increase student retention rate;
  • increase student enrollment;
  • pass the HCCS bond referendum;
  • connect the college to the local and global community;
  • improve staff morale and effectiveness; and
  • generate external funds to ensure that HCC-TV is eventually self-supporting.

In an effort to support the goals, HCC-TV is producing, directing and supporting several programs that are offered for viewing by the students, faculty and community of HCCS. The types of programs shown on HCC-TV are listed in Exhibit 9-21.

Exhibit 9-21
2002-03 HCC-TV Programs
Program Description
HCC and Community The chancellor of Houston Community College informs the public about decisions made by the trustees at their meetings and about HCCS and its programs. Its educational objective is to inform HCCS staff and the community of the latest developments in HCCS.
Inside HCC The vice chancellor for Educational Development discusses education programs. Its educational objective is to highlight workforce, continuing education, academic, adult literacy programs and educational development.
HCCS Trustee Journal Each member of the HCCS Board of Trustees records his or her own show. This show features each trustee interacting with people at events held during the month. Its educational objective is to inform taxpayers and the general public about each trustee and the educational issues the board faces.
HCCS Board of Trustees Meetings The HCCS Board of Trustees televises its monthly meeting. The educational objective is to inform the public how policy is set for HCCS.
Thought You'd Like To Know The chancellor of HCCS does editorials on issues relevant to HCCS. The educational objective is to inform HCCS staff and the community about various topics of interest to HCCS and the diverse Houston community.
HCC Headline News A fast-paced 2-minute newscast about events taking place on all five HCCS campuses. Students in the journalism program at HCCS deliver the news. The educational objective is to give students a chance to write, produce and deliver a daily newscast.
Culture of Silence The program is an educational empowerment series consisting of six real-life dramas in video format and is a model education and training program. The program has corresponding presentations and training tools and is designed to help individuals deal with the challenging issues confronting them in today's society.
Artworks Offers up to date information on the local arts scene along with reviews and commentary. Its goal is to celebrate the diversity of the Houston arts community. The educational objective is to inform the audience about artistic news and reviews.
Source: HCC-TV general manager.

The Culture of Silence program produced by HCC-TV received the WorldFest Houston Platinum Award in October 2001. The program was designed to elicit an audience dialogue on important issues, such as teenage pregnancy and spousal abuse. The goal of the program is for the audience to generate potential solutions to the problems. In addition to being an educational series, Culture of Silence is also a socially oriented entertainment series available for national syndication and cable exhibition. The producers are also developing a Made for Television Movie weaving together all of the issues explored in the series.

COMMENDATION

HCC-TV produces television and other media services that support the educational, multicultural, community service and marketing needs of HCCS staff, faculty, students and community.