Titan Broadcast ManagementKTNC TV Station Spotlight

June 28th, 2010

KTNC TV Station Spotlight
San Francisco/San Jose/Oakland – Sacramento/Stockton/Modesto

KTNC is an Estrella TV affiliate in the San Francisco (42.1) and Sacramento (42.2) DMAs, it is also a THIS TV affiliate (42.3).  Estrella TV Network launched as an official Spanish Language Network in the United States on September 15^th, 2009 and since then, its presence has been felt in the markets we represent.  We knew we had great product to offer our advertising community because of the success Estrella programming had experienced in markets like LA, Houston, and Dallas before Estrella became a Network. We also knew we had a local station with powerful reach to make a difference.  Our next steps were clear to us:  making the necessary internal adjustments in Sales, Signal Distribution Enhancements, Website improvements, Key Community Partnerships, Station Promotion and the establishment of Grass Root Community Events.

Sales:  Our VP of Sales Claudia Estrada joined KTNC in August 2009 and since then, she's worked long and hard to provide the leadership needed to take KTNC to generate the revenue we deserve in San Francisco and Sacramento.  Our local sales team has grown from 3 account managers to now 5, the last two great additions were Cecilia Rodriguez and Rosie Contreras, two seasoned and accomplished executives in San Francisco.

We also established an office and sales team in Sacramento; there we found Gerardo Martinez to lead our efforts under Claudia's leadership.  Gerardo is a self-driven individual who's done amazing work for us in Sacramento. He's also assisting in providing leadership to our Sacramento trainees (see Training Program information below).

On May 3^rd, 2010 we launched our first ever Trainee Program by hiring 6 "Sales Associates" (4 in San Francisco & 2 in Sacramento) who had no media sales experience, but had extensive sales experience in various industries (B2B, Real Estate, Lending, Banking).  After 3 weeks of extensive media sales training, our trainees are hitting the streets creating new business opportunities for KTNC, participating in local events by representing our station while interacting with our viewers and much more.  As of today, 3 new business accounts have been closed by our trainees generating more than $20,000 for KTNC.

Signal Distribution:  In the San Francisco DMA we now have full market coverage with OTA (42.1 & 36.3), Direct TV (42), Dish (42) & Cable (19) distribution.  In Sacramento we also have OTA (42.2) and Cable (24) distribution, diligently working on Direct TV and Dish distribution.

Website:  www.ktnc.com We have gone from a static and boring website to an eye-pleasing, interactive website.  "The proof is in the pudding" as they say: we have grown from 30,000 page views per month to 250,000+ page views per month since we made our changes effective 5 months ago.  Log on and see for yourself!

Key Community Partnerships:  Currently working with Berkeley University, Stanford University and the Art Institute of California to establish 4 unique initiatives per year to give back to our community.  These platforms will focus on Education, The Environment, Technology and Real Estate; our goal will be to inform our community and eventually drive revenue by finding suitable corporate sponsors.  One of our main goals will be to establish a scholarship program for deserving Latino students; as well as the establishment of an Internship Program starting in 2011.

Creation of a Co-Sponsor agreement with KRZZ La Raza Radio in San Francisco was a significant mile stone since KRZZ is the largest independent Spanish Language Station competing head-to-head with Univision Radio.  Together we execute local promotions and events where we heavily promote each other. Our most recent success was the San Mateo Fair on June 20^th, 2010.

Station Promotion:  We've had great success in this area by striking the following partnerships:

-          KRZZ La Raza Radio (as mentioned above)

-          Station Billboards on Mass Transit in San Jose, CA

-          Display ads in El Bohemio Newspaper (20,000 wkly circulation), El Aguila Magazine in the Bay Area (50,000 wkly circulation), El Avisador Magazine in Sacramento (70,000 wkly circulation)

-          Content agreement with El Mensajero Newspaper in the Bay Area (70,000 wkly circulation).  El Mensajero receives space on our website to post important articles of their choosing every week and we receive display advertising in exchange

We developed our very own "Van Hits" initiative (similar to a radio remote) where we weekly promote our visit to a local neighborhood. We bring our station talent (Leticia Mendoza), our Talent Wrapped Van, Estrella Booth, Sound System and tons of great giveaways (pens, soccer balls, balloons, etc) for our viewers to win.  Often we sell this platform to a local or national sponsor and we go to their location instead of a "neutral" location and generate revenue for the station.  One client recently bought 26 Van Hits for $50,000, non-traditional revenue we wouldn't have had otherwise 

Grass Root Community Events:  Essential to our overall success was being able to plan, sell and execute local events.  We now have significant presence with re-occurring local events like Cinco de Mayo, San Mateo Fair, Fiestas Patrias and Dia de los Muertos, to name a few.

These are some of the great things we have achieved at KTNC in the past 11 months; we're now concentrating in the "Mobile" category.  Soon to come for revenue generation:

-          A Texting Platform where its inclusion in any advertising campaign can help clients track results while establishing their own data base when viewers respond to their "specials of the week"

-          An Estrella AP for I Phone and Droid, viewers will be able to stay up to date with KTNC via their smart phones.  They will be able to send in breaking news photos and videos wherever they are for a chance to be our reporter of the month and they will win great prizes for their participation.  We'll then be able to create a mobile newscast by releasing videos and photos of any breaking news submitted by our own viewers - all this and more through our up-coming Estrella-KTNC AP

We look forward to continued success in the months to come.