by Max Marbut
Staff Writer
With the prevailing property tax predicament facing the City, all elements of government and its services are being analyzed to determine ways to streamline operations and create fiscal efficiency. Departments and divisions are merging and the basic structure of the people’s business is about to be reorganized. One of the methodologies is based on combining resources to eliminate duplication of services.
Consolidation has worked for Jacksonville for almost 40 years and the City’s Public Information Office (PIO) is applying that concept to the way government communicates with constituents.
The department is dropping the current programming lineup of four television shows (that have been available only to cable subscribers) and a pair of limited-distribution publications in favor of one new television show available on broadcast and cable television and also archived on the Internet.
“Consolidator” and “Neighborhoods” magazines as well as the “JaxParks,” “JaxNow,” “Jacksonville on the Move” and “Animal Wise” television shows are about to be replaced by “The City Current,” a half-hour magazine-format television show that will be produced by PIO and Special Assistant to the Mayor for Media Relations Renee Brust.
“We know the public desires information about City government and what it does for them. We want to make that information as accessible and interesting as possible,” said Brust.
“The goal is to let people know how City government works by focusing on various services and events. We’ll be able to tell the long-form versions of stories local media outlets might not have the time to really cover.”
Brust also said the entire department will contribute to the show in addition to their regular duties, especially when it comes to story ideas. One of the segments already planned is about an initiative called “Youth Build.”
“It’s a way to help young people who have been incarcerated take classes to earn their GED and learn about the building trade. One day a week, they go out into the community and build wheelchair ramps for people who might not otherwise be able to have them at their homes. That’s the kind of story we want to tell.”
Other segments being developed for the program include updates on the City’s “green” environmentally-friendly projects and segments about City services people may not know are available, like how to apply for building permits on-line.
“There’s no lack of stories or interesting ideas,” said Brust.
All production will be done in the field in order to give the City’s programming a new look. Then the raw tape will be assembled and prepared for broadcast in the PIO’s editing suite.
Brust declined to name the station that will carry the new show until the agreement is signed, but said she expects negotiations with the host station will be concluded this week. A new edition of “The City Current” will debut each week during a weekend evening time slot and will then be rebroadcast during the week in an afternoon slot. The program is scheduled to debut no later than October.
“This is not going to be a show about talking heads and it’s not designed to be propaganda for the City. This show is being produced with the taxpayers and their interests in mind.
“We’re going to produce something that’s enjoyable and watchable. We’ll have 30 minutes a month and we’ve got to make them count. Our job is to find different ways to tell the stories,” said Brust.
Cost comparison: Then and Now
Then:
Two full-color magazines including staff time, printing, outside editing, outside photography and distribution costs
• “Consolidator” $ 72,000
• “Neighborhoods” $274,374
Two television magazine shows including staff time, studio production crew and miscellaneous video expenses
• “JaxParks” (six episodes) $74,514
• “JaxNow” (six episodes) $74,514
Two television talk shows including staff time and miscellaneous video expenses
• “Jacksonville on the Move” (50 episodes) $10,000
• “Animal Wise” (12 episodes) $2,400
• Total $507,802
Now:
“The City Current” television show including staff time, production and broadcast costs for 12 episodes
• Estimated production cost $170,000
• Estimated broadcasting cost $40,000
• Total $210,000
Projected annual savings $297,802
Source: City of Jacksonville Public Information Office