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PROJECT OVERVIEW
Taking control of the region's economic future requires
first taking stock of those things that impact the overall economic health
of Cleveland and Northeast Ohio. These days, economic health is not simply
dependent upon access to raw materials and capital. In this new "Information
Age" how workers live is just as important as how products are manufactured.
Quality of life issues have emerged as crucial long-term factors in a
growth calculus. As a result, workforce training, housing and land use,
transportation, quality of educational opportunities, local government
policy and responsiveness, the character of civic leadership (both existing
and emerging) and the richness of the cultural and recreational landscape
play critical roles in the overall economic equation.
How does a community foster these vital aspects of civic
life? How does a proactive community address what might be characterized
as these "soft-core" elements of its development without ignoring the
"hard-core" capital aggregation, raw materials handling and public policy
issues that are the traditional focus for conversations and planning towards
economic revitalization?
MAKING CHANGE is a series of radio, television
and internet products that will tackle that very question by concentrating
on economic reinvention from the point of view of individual citizens.
This approach is similar to the think globally-act locally paradigm that
has historically directed environment consciousness. Treating the economic
"environment" as an independent, mutable, almost organic system will foster
person-to-person communication that often gets lost in large-scale economic
development discussions. If quality of life issues have become paramount
to the successful realization of robust civic economic growth then the
view from each individual's pocketbook is likely to inspire the richest
engagement and debate towards real change and ultimately a reinvention
of our regional economy.
The timing of this project could not be more critical.
As chronicled in the landmark campaign A QUIET CRISIS, a partnership
between ideastream and The Plain Dealer, Northeast Ohio
is in dire need of a new outlook, a new way to plan and execute regional
economic growth. All of the critical indicators of economic health place
our region well behind comparably sized cities and even behind smaller
cities such as Cincinnati and Columbus. For nearly a century and a half,
Cleveland sustained a record of uninterrupted growth defined by constant
change and reinvention largely centered on the business of manufacturing.
Then in 1970 it all came to a screeching halt. Cleveland now has a 30-year
history of uninterrupted economic faltering slowed only occasionally by
a high profile project. Stagnant - insipid - reluctant towards change.
At its most basic level, the growth and sustainability
of the economy in any region depend upon the actions of its individual
citizens. Civic engagement. Without growth Northeast Ohio will continue
to have failure on a regional, community, organizational and very personal
scale. Growth can only come to this region through change. If ways to
change the status quo are not found, the entire region will simply continue
to fail… one person and one paycheck at a time. Change is what this project
will seek to encourage… one person at a time.
Making Change is defined by four
guiding principles:
1) The economic health of a region and the quality of life of a region
are inextricably linked. An appealing, vital community will attract
and/or retain the human resources necessary to sustain the growth and
change that makes economic revitalization possible. Both together make
it possible to address problems and challenges that create a basis for
future growth in the next generation. Perpetual change.
2) Economics are not solely the province of economists or community
leaders. The factors that influence the economic health of a region
can and must be understood by the people who live there. Economics must
be made accessible, clear, compelling and relevant.
3) Individual citizens will act in their own self-interest once they
are able to understand the impact their actions will have on the economic
health of the region. This understanding depends on awareness of the
factors that influence economic health and the opportunities available
to citizens to direct their actions in ways that affect those factors.
4) Enlightened leadership, by itself, is not sufficient to effect change.
The ability of each individual to act in his or her own enlightened
self-interest is vital. Without real and broad community understanding
and involvement, even properly directed leadership is not enough to
bring about true economic reinvention.
The vision for Making Change:
To create and distribute media products including
radio and television programming and interactive web components that will
help Northeast Ohio build a stronger economy. Making Change aims
to enlighten citizens about their role in the regional economy through
content that encourages them to engage in the betterment of their communities
by making well-informed decisions in their everyday lives.
Summary of Media Products
- Info Promos
- These are short, self-contained economic tidbits produced for radio,
television and Internet distribution that will serve to provide useful
information and raise awareness of the project.
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- News Reports
- 90.3 WCPN has the largest and most widely respected radio news operation
in Northeast Ohio. Each day reporters present a broad range of relevant,
timely news stories. Daily news coverage involving stories that relate
to the guiding principles and vision of this project will carry the
Making Change branding.
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- Local Programming Content
- Stories about revitalizing our regional economy are not always or
only "hard news." For example, a story or roundtable discussion
about the economic impact of local arts and cultural organizations is
both relevant and related to this project. Current ideastreamsm local
programming such as Jazz Tracks (radio), Applause (television),
Around Noon (radio) and Feagler & Friends can and
will focus on economic related stories.
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- Feature Reports
- These 3-to-5 minute stories will convey ideas and information that
correlate to a specific theme. Outside of regular news coverage and
acquired programming, content will be organized into broad "themes."
These feature reports will tell personal stories to illustrate the importance
of economic development in our daily lives. They will take on a variety
of formats including interviews, pre-packaged mini-documentary, or news
story. The underlying question will often be "What's this got to
do with me?"
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- Television Specials
- The content of these specials will correlate to a specific theme.
These television specials will employ a broad range of formats including
but not limited to: roundtable discussions, one-on-one interviews, pre-packaged
mini-documentary reports, and viewer call-ins. If and when appropriate
these specials may also be simulcast on 90.3 WCPN. Again, special emphasis
will be placed on telling personal stories that underscores and illuminates
the fundamental question: "What's this got to do with me?"
- Radio Call-Ins
- These special radio programs will usually correlate to a specific
theme. However, a radio call-in program can and will be presented if
a major news event (local, national or international) provides a unique
opportunity to cast a new light or context on revitalizing our regional
economy. These call-ins will typically include one or more studio guests,
pre-produced packaged reports and audience interactivity through both
phone calls and Internet e-mail.
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- Documentary
- One produced each for radio and television. These programs will serve
as both an overview and summary of the themes, issues and stories covered
throughout the life of the project.
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- Acquired Programming
- Both WCPN and WVIZ/PBS acquire lots of programming that is produced
outside of Northeast Ohio. Over the next year we expect to obtain programs
that address some of the same core content and/or themes planned for
this series.
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