How to Use Public Access Cable Television to Promote Yourself, Your Cause or Your Business
You, too, can get your own public access cable television show and become a star.
Michigan Women’s Forum is the public access cable television show I host that promotes my weekly e-zine and builds awareness for women’s issues, non-profit organizations and talented women from all walks of life. We’ve given a boost to a charity that provides funds for medical and educational needs, a newspaper that serves the gay, lesbian, bi and transgender communities, a couple of politicians and – coming soon – a cabaret singer and her manager.
It’s fun. It builds identity for my business. And best of all, it’s absolutely free.
Why? Because a few cents from every cable television connection in your community pays for public access, educational and government channels. Cable companies are usually required to provide some level of PEG service. As telephone companies look to provide television service without the requisite fees, public access could be in danger. But right now, you can walk into your local cable provider’s office with a video tape and almost instantly be seen in thousands of homes.
We’re fortunate in Farmington, Michigan – the city is part of a cable consortium that maintains a state-of-the-art television studio that’s available for people to use, once they’ve been through some basic training. My husband has been a certified cable access producer for several years – the idea of using public access cable television to promote my business came naturally.
Can you “push” a product or service on public access television? Well, no. Not directly. You can provide valuable information to viewers and direct them to your web site or your business address.
It’s easy to get started. Before taping a show, call your cable provider’s business office (not the billing department) and find out how to submit a public access show. You’ll need to know the format they prefer (tape or DVD), their requirements for permissions – and be sure to ask for a copy of any restrictions, guidelines or other printed information available.
If you’re taping an event, make sure to get permissions from performers or featured players. There’s no need to get specific permission from every audience member; just be sure to announce the event is being taped. This kind of cable show requires mostly post-production work, editing for time and the addition of opening and closing information or “credits”. If you’re unfamiliar with video editing software, there are plenty of production companies who’ll do this kind of work. Costs vary greatly, depending on the level of professionalism and your location.
(Cost-saving Tip: Don’t forget to check in with local technical schools, colleges or even high schools to find students willing to do the work to gain experience.)
If you’re creating a show from scratch, stick with specific topics. “Investing for the Future” or “Plan the Perfect Holiday Party” will tell viewers exactly why they should tune in. Noodle around with words to create an interesting title – something people will remember. One group of Farmington area cable access stars are featured on “Detroit Sports Rag”. There’s no mistaking the theme of that show!
Put together a solid written outline – remember to include time for an opening that introduces your show, and a closer, with credits and production information. Creativity counts, but viewers will also appreciate a well-organized show that doesn’t drag or ramble. The time will go faster than you think, so rehearse a little with a stopwatch and edit your presentation if necessary.
If you’ve never been in front of a camera, play around a little with it. Take a friend or spouse out to a park and film a few “stand up” monologues. Don’t try to be funny, just relax and talk to the camera. The more you look into the lens, the less intimidating it will seem. Imagine the viewer who’ll be interested in learning more about knitting techniques, holiday table decorating or your favorite non-profit organization. What does she need to know? What stories might she find interesting?
The rest depends on what resources your public access provider offers. Some have a studio and can provide a crew to help tape your show. Others provide equipment you can check out, after going through training. If you’re using your own video camera, invest in a good tripod, check and double-check your sound levels and carefully organize your taping.
No matter how you tape your show, have fun with it. This is television, and you’re the star!
