CERRITOS COLLEGE ANNUAL UNIT PLAN

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2007-2008 Radio-Television

Fine Arts-Communications

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BACKGROUND: This form is designed for annual planning at the unit (i.e., department, program, office, etc.) level. Unit planning is a process in which a unit manager, through a process of dialogue and discussion, uses information from the unit and the program review process to identify and document the unit’s strengths, weaknesses,

opportunities, challenges, strategic directions, planning impact, goals and activities, and resource needs. The components of the form are drawn from the “Guide to Planning and Resource Allocation,” which was reviewed and/or adopted by the Faculty Senate, Planning and Budget Committee, and Management Leadership Council in Spring 2007.

HOW TO DEVELOP AN UNIT PLAN AND COMPLETE THIS FORM: Review Chapter 3 (“Guidelines for Developing an Annual Unit Plan”) of the Handbook for the Planning Process at Cerritos College for instructions and suggestions on developing a unit plan. For each section, type in the textbox underneath the “Type text below” line. . If you need more space in the textbox, expand the textbox. If no textbox exists, use space or additional lines in the section.

WHERE TO FIND INFORMATION AND/OR DATA ABOUT YOUR UNIT: Units, divisions, and areas can use

information and/or data from existing unit or division plans, existing program review reports, internal data, external accreditation reports, grant program evaluations, environmental scans, advisory boards, the Chancellor’s Office, etc. In addition, institutional data for instructional units can be accessed from the Office of Research and Planning’s website, which can be found by following these steps: (1) Go to http://www.cerrtitos.edu/research, (2) Click on the “Planning Resources” tab on the navigation bar, (3) Click on the respective links to data. Note that data are limited to FTES, WSCH, FTIE, course fill rates, course sections, programs awards, success rates, and retention rates. COMMUNICATION OF HOW UNIT GOALS ARE INCLUDED IN THE DIVISION PLAN: Through a process developed in the division, your division manager will communicate how unit goals are incorporated in the division plan. Specifically, on the “Mapping of Unit Level Goals to Division Level Plan” (see Section 10 of the Annual Division Plan) your division manager will indicate which unit goals in the plans submitted by the unit managers are included in the division plan. Once you receive the map from your division manager, share the completed mapping form with the members of your unit.

WHERE TO SUBMIT THE PLAN:Save an electronic copy of the plan before submission. Submit a copy of your

completed plan to your division manager and distribute it to the members of your unit. Note that where there is no division level between the unit and area level, unit plans need to go directly to the area manager.

TIMELINE: Unit managers develop the protocol for completing the unit plan. Division managers develop the

protocol for units to submit plans to the division manager and for communicating the “Mapping of Unit Level Goals to Division Level Plan” to unit managers in the division.For 2007-08, the college-wide timeline for planning is as follows:

Unit Managers Submit Annual Unit Plans to Division Managers by NOVEMBER 15, 2007 Division Managers Submit Annual Division Plans to Area Managers by DECEMBER 14, 2007

Section 1. Unit’s Mission Statement

Using information from your unit’s program review and from other sources, indicate the unit’s mission. What is the unit's purpose? What does the unit intend to accomplish? The unit’s mission must support the college’s mission. Type text below:

The RTV department has a mission statement in the form of two question:

“What can we broadcast that is the greatest good for the greater number of students, staff, faculty and community who come to Cerritos College?”

And

“How can we become a first class radio-television teaching facility?”

Section 2. Unit’s Plan for Assessing Student Learning Outcomes

Using information from program review and from other sources, state your unit’s plan for developing and assessing course and/or program level Student Learning Outcomes (SLOs). Units will be at different stages of SLO

development; some have not begun; others have articulated SLOs; others are developing ways to assess SLOs, and still others are assessing SLOs. Where is your unit in the process? How do you plan to proceed to the next stages of the process? If you have any questions regarding the SLO planning process, please contact the SLO coordinators Jan Connal (x2143) and Frank Mixson (x2820). Type text below:

All RTV courses have at least one learning outcome associated with the course. The department is in process of identifying program level outcomes. Outcomes have been measured in every class for the last semester with a post-test. A pre-test is being designed by faculty that will allow for greater accuracy in measuring prior knowledge of critical student learning outcomes when compared with post-course knowledge. Currently, the one semester’s worth of post-testing indicates that a large majority of students meet the learning outcome. In the future, the department seeks to add additional SLOs.

Section 3. Unit’s Characteristics and Trends

Using information from your unit’s program review and from other sources, present data to document the unit’s characteristics (i.e., description, activities, etc.) and trends. Address any significant trends in data from the unit. Type text below:

The RTV area of the Mass Communications Department serves two audiences; (1) the student who seeks a general education course for fulfillment of the “communication studies” portion of his first 60 units of college and (2) the vocational student who seeks a career in radio-television broadcasting.

We proudly serve both. There has been a 50 percent increase in the number of beginning telecommunications courses within the last five years in the Theatre and RTV portions of the division- even with the decline in overall college enrollment. (Of course, at one time, not all of them made enrollment. )

The campus/community radio stations have partnered with faculty from the Counseling, Journalism and a variety of other departments on campus contained within the “Sociedad de Profesores Hispanos.” We have extended our hand to the community surrounding the college by dedicating Saturdays to the broadcast of programming wholly created by radio professionals and quasi-professionals who mostly live within our college district.

We have a strong advisory committee that sees the professor/advisor on a regular basis. We will be offering a new course centered around digital audio editing in 2008 to meet the hardware and software demands of an ever evolving industry.

A new Television Commercial Production course has also been proposed. It will teach the principles and strategies of advertising, marketing, and production of TV commercials and public service announcements.

Section 4. Unit’s Strengths and Weaknesses

Using information from your unit’s program review and from other sources, indicate the unit’s internal strengths and weaknesses. Type text below:

Radio-TV has a definite strength in general education coursework and radio production courses. Enrollment is up in the 2007-2008 year at the same level it was at the turn of the century before the enrollment drop of the last five years. The campus/community radio stations are two:

• WPMD-956 at 1700 AM provides a T.I.S. facility (Traveler’s Information Station) that covers up to two miles around the college and provides an audio bulletin board of information needed by students, staff and faculty traveling to or from Cerritos College.

• WPMD.org on the internet continues to be the big attraction for students who want careers in radio

broadcasting. Both radio stations, while staffed mostly by students, have never sounded more professional. There has been a groundswell support in the Los Angeles radio community. This is due to the twoadvisory

committee members who are LA radio professionals. We are constantly featured in the Long Beach

Independent-Press-Telegram and on the website LARADIO.com hosted by radio veteran Don Barrett. We have hosted benefit

broadcasts, great LA radio station reunions, and a myriad of unsigned but extremely talented musicians from Los Angeles County. We have one veteran musician, Bill Ward, drummer from the group Black Sabbath who comes in at least twice a month to co-host a show with our community advisory member, Mike Stark.

We are less accomplished visually. In years gone by, the television production class produced regular product seen on local cable television stations. This has not occurred for 10 years now. While the course offerings in video, television –and, for that matter, Film-- have grown and so has the number of students-- we have yet to see any program about Cerritos College produced or aired in any forum on a regular basis. Beginning television production courses are good. Survey courses that deal with one or more media are popular with the students for a variety of vocational and avocational reasons. What’s missing is a regularly scheduled program about Cerritos College for the campus and community.

A large portion of the “failure” of student produced programming (Cerritos Chamber of Commerce Promo, Day of the Dead Promo for Prof. Fernandez, Theatre Dept. Promo) is due to the fact that most students do not have any lab time outside of the class hours to work on their projects. A student enrolled in the Television Production class is expected to produce four projects within a semester. Most of the projects will be incomplete because the additional hours required to edit a typical project is equal to the weekly session hours. Students who complete their projects are those who have either their own computers and editing software or access to some other avenue of editing.

Section 5. Unit’s Opportunities and Challenges

Using information from your unit’s program review and from other sources, indicate the unit’s external opportunities and challenges that affect the unit positively or negatively (e.g., rapid growth in employment opportunities, competition from other units or companies, etc.). Consider recommendations from advisory boards or accrediting bodies.

Type text below:

The program’s advisory committee continues to tell us how much of an impact the digital world has had on radio

broadcasting. The former radio studios for production and post-production have now been reduced to a laptop computer. The students can, with an adequate hard drive, external drive and /or iPod, bring the radio studio and all that goes with it -home with them.

It is a paradox that with the convergence of all media, there comes a de-centralization production equipment. The radio station may be in the home now. The television show, at least, may be totally post-produced at home.

Our challenge is to provide the students with enough laboratory equipment to allow them EACH hands-on experience with hardware (a computer) and software (some audio/video editing platform.) This is the wave of the future. The challenge is for us to keep up with the state-of-the-art in the digital audio world.

Additionally, one of the reasons why we do not have a television program that is broadcast on a regular basis is that TV, unlike radio, has no dedicated studio space for shooting video. There is no TV studio at Cerritos College dedicated to student productions. We DO have a dedicated video editing room. This production phase of video still wants a studio with lighting, props, set design, in short: mise-en-scene.

Section 6. Unit’s 3-5 Year Strategic Directions

Using information from your unit’s program review and from other sources and information you have presented in the previous sections, describe where the unit as a whole is heading over the next 3-5 years. Type text below:

This program will continue to serve both general education and Radio-TV majors according to the individual student’s needs.

We will continue to seek partnerships with faculty, students and staff on campus in the delivery of information and entertainment programming to the campus at large and community overall.

We will continue to develop radio-tv curriculum as the industry dictates. We intend to put forth proposals to replace older equipment and to purchase both new and broadcast industry standard equipment.

WPMD internet radio will continue to investigate the inclusion of paid advertising to its programming day. We will seek to discuss with Film-Video professors the possibility of producing a regular television program by about, and for Cerritos College on cable or satellite or television channels. TV production needs a dedicated facility. The program needs to find new and better ways to promote itself. They include high school visitations, paid advertisements in print, web, and radio media. They are limited only by imagination and support of the college. We will aggressively pursue a full-time classified position that is needed to comply with existing state Ed Code regulations and an expected increased in Radio-TV majors.

For the film-television production editing room operations (FA74), having a trained qualified person (not some student) on Mondays and Wednesdays would open up the room (as there are no classes taught then) and provide students with the much needed additional editing hours.

If the F.C.C. and the college approves, we would desire a low power FM transmitter (LPFM) to broadcast more types of programming than the 1700 AM stations allow.

We intend to continue the dialogue with film production instructors to not only share resources but a department and a major.

Section 7. Unit’s Planning Impact

Using information from your unit’s program review and from other sources and information you have presented in previous sections and/or will present in subsequent sections, (1) indicate any impact on other units, divisions, and/or areas that would result if the strategic directions, goals, and/or activities of the unit were implemented and (2) indicate any items that merit further examination at another planning level (i.e., an annual division or area plan), in the next planning cycle, or by other units. Type text below:

(1) Imagine completing all of the radio-tv strategic directions above. In the next three years you would have:

a. A state-of-the art, teaching facility with Internet radio, AM radio and FM radio equipped with the latest audio and video production hardware and software that is…

b. Broadcasting to everyone within a two-mile radius on AM, anyone in L.A. County with the FM and individuals all over the world with the Internet/web radio capable of…

c. Promoting programs, events, activities and “must-know” information from Cerritos College immediately.

If you added a regularly scheduled television program, you could do the same with the visual, as well as the aural medium. Other colleges do it. In this competitive environment, Cerritos College needs to have the ability to promote itself and inform thousands of individuals at will. We are aware of the college spending thousands of dollars annually on radio advertising. Spend the thousands of dollars on hardware, software, personnel and advertising of your own station- and you have a built in promotional tools attractive to both students and departments, and

divisions alike. (Imagine now, just for a moment the numbers of people you could bring to Cerritos College via sports programming alone.)

*Audiences can be trained. If the college promotion of our stations were constant, it would take only a year or two of constantly putting the station’s call letters and frequency in front of the audience’s eyes in order for them to remember the “Cerritos College” channel(s) After that, following a “maintenance” advertising schedule, and Cerritos College would have a “branding” that would enable people to recognize immediately that Cerritos has an outlet for news, information, entertainment that would certainly enable the college to promote itself.

Therefore,

(2) Inclusion of all the aforementioned is warranted at the division and college wide planning areas.

Section 8. Unit’s Goals and Activities

GENERAL DIRECTIONS:

Using the information you have presented in the previous sections, present goals and activities that unit wants to accomplish. Goals should support the unit’s mission and the college’s mission and goals in the Cerritos College Strategic Plan 2005-2008. For a copy of the strategic plan, go to http://cms.cerritos.edu/strategic-planning. For a direct link to one of the four strategic plan priorities, go to:

Institutional Effectiveness: http://home.cerritos.edu/business-services/S_plan_lg2.htm#LinkTarget_3405 Learning Centered Institution: http://home.cerritos.edu/business-services/S_plan_lg2.htm#LinkTarget_3494 Resource Management: http://home.cerritos.edu/business-services/S_plan_lg2.htm#LinkTarget_3645 Governance and Leadership: http://home.cerritos.edu/business-services/S_plan_lg2.htm#LinkTarget_3716

Present goals in priority order with the most important goal being number “1.” GOAL #1 is the HIGHEST PRIROTY

GOAL. For each goal, indicate whether the goal is short-term (1 year) or long-term (2-5 years). Ensure that you number each

goal in priority order, if more than one goal exists. For example, your goal with the second highest priority would be “Goal #2” and your first and second activities under Goal #2 would be “Activity #2.1” and “Activity #2.2,” respectively.

WHAT TO DO BEFORE YOU BEGIN:

1. Determine the total number of goals and activities and priority of goals.

WHAT TO DO IF YOU HAVE MORE THAN ONE GOAL AND/OR ACTIVITY FOR A GOAL:

1. If you have more than one goal, highlight the goal and activity section(s).

2. Copy and paste the highlighted goal and activity section(s) after the first goal and activity. 3. Before you begin typing, determine the priority order of each goal.

4. To prioritize your goals and activities, mark the priority order number right after the “#” sign in the goal section and type the number of the goal (i.e., “1” indicates the highest priority goal).

Goal #1

What type of goal is it (mark one)? [ X] Short-term goal (1 year) [ X] Long-term goal (2-5 years) Type Goal here:

Activity #1.1

Describe the specific activity necessary to accomplish the goal. Type Activity here:

Seek college commitment in terms of ongoing budget resources.

- - -

Goal #2

What type of goal is it (mark one)? [ X] Short-term goal (1 year) [ ] Long-term goal (2-5 years) Type Goal here:

Introduce audio editing as a major educational component in the program.

Activity #2.1

Describe the specific activity necessary to accomplish the goal. Type Activity here:

Convert the radio lab to a Macintosh-based system and seek to get the lab included in the campus’ Phase One computer replacement program; replace up to eight Radio-TV broadcasting old PC’s with new Macintosh hardware/software. Convert of the radio lab will make it more compatible with the Mass Communication Department and with proposed audio-editing classes.

Activity #2.2

Describe the specific activity necessary to accomplish the goal. Type Activity here:

Purchase 20 Logitech USB Headset 250 microphones for use in the audio editing classes and in the radio station lab.

Activity #2.3

Describe the specific activity necessary to accomplish the goal. Type Activity here:

Submit a course proposal for and audio editing class during the 2007-08 school year and introduce it to the class schedule during the 20008-098 school years.

- - -

Goal #3

What type of goal is it (mark one)? [ X] Short-term goal (1 year) [ ] Long-term goal (2-5 years) Type Goal here:

Secure a Low Power FM (LPFM) radio transmitter.

Activity #3.1

Describe the specific activity necessary to accomplish the goal. Type Activity here:

Seek college commitment to a one-year feasibility study with consulting engineers of LocRad corporation.

- - -

Goal #4

What type of goal is it (mark one)? [ ] Short-term goal (1 year) [X ] Long-term goal (2-5 years) Type Goal here:

Promote the RTV AA and certificate programs as well as the stations WPMD.

Activity #4.1

Describe the specific activity necessary to accomplish the goal. Type Activity here:

An ongoing budget line item is needed for radio-TV-print advertising along with college commitment.

Activity #4.2

Describe the specific activity necessary to accomplish the goal. Type Activity here:

Increase in the numbers of hours devoted to high school visitations.

Activity #4.3

Describe the specific activity necessary to accomplish the goal. Type Activity here:

Work with the Journalism Department more closely to design print advertisements for the program.

- - -

Goal #5

What type of goal is it (mark one)? [ ] Short-term goal (1 year) [ X] Long-term goal (2-5 years) Type Goal here:

Activity #5.1

Describe the specific activity necessary to accomplish the goal. Type Activity here:

Continue ongoing discussion with the film-video faculty and college administrators of the LRC.

Activity #5.2

Describe the specific activity necessary to accomplish the goal. Type Activity here:

Secure a college commitment to build a new facility through the college transformation committee as part of the Burnight Center replacement and to share the existing TV studio of the Cerritos College Learning Resource Center with the students.

- - -

Goal #6

What type of goal is it (mark one)? [x] Short-term goal (1 year) [ ] Long-term goal (2-5 years) Type Goal here:

Replace outdated radio station equipment. Current equipment is failing and the sole manufacturer indicates that they can longer be repaired.

Activity #6.1

Replace two 360 SHORTCUT digital storage and retrieval systems.

Activity #6.2

Replace two INSTANT REPLAY digital storage playback units.

- - -

Goal #7

What type of goal is it (mark one)? [ ] Short-term goal (1 year) [ X] Long-term goal (2-5 years) Type Goal here:

Develop a continuous pool of part-time instructors.

Activity #7.1

Section 9. Unit’s Resource Needs

GENERAL DIRECTIONS:

Do NOT complete this section, if there are NO resource needs associated with a goal or activity listed in the previous section. For any goal or activity listed in the previous section that has a resource need, respond to the

prompts for the appropriate resource need. For each resource need, list the goal and/or activity number associated with the resource need. Next, provide a brief description of the resource need and the requested amount or estimated cost associated with the resource need. Note that capital resources are defined as tangible items with a cost of more than $500 and a life expectancy greater than three years (excluding computers). Note that additional personnel include faculty and non-faculty personnel.

WHAT TO DO BEFORE YOU BEGIN:

1. Determine the total number and type of resource needs.

WHAT TO DO IF YOU HAVE MORE THAN ONE RESOURCE NEED:

1. If you have more than one resource need, highlight the appropriate resource need section(s). 2. Copy and paste the highlighted resource need section(s) after the first resource need.

Resources Needed: Capital Items

Description of the Item: Requested Amount: $ Goal or Activity # Description of the Item: Requested Amount: $ Goal or Activity # Description of the Item: Requested Amount: $

Resources Needed: Facilities

Description of Need: Requested Amount: $

Resources Needed: Additional Personnel

Description of Position:

TWO

Eight Macintosh Computers, 2,4 Ghz, Intel core 2, 1 gb memory, 320 gig hard drives $14,210.00

SIX

Two 360 System SHORTCUT digital storage and retrieval systems $5,400 ($2,700 each)

SIX

Two INSTANT REPLAY digital storage and playback systems. $6,000 ($3,000 each)

FIVE

Dedicated TV production studio

Undetermined- depends on college level of commitment- a new or remodeled studio?

ONE

Instructional Aide

Range 23- $32,352 to 38,796 yearly

Resources Needed: Budget Augmentation

Description:

Requested Amount: $

Section 10. Unit’s Planning Participants

FOUR/THREE

Advertising for the RTV program on web, radio-TV, $15,000, LPFM study= $5,000.00 $20,000 per year

List the individuals who participated in the development of this plan. Add additional lines if needed.

Dr. Connie Mayfield, dean Fine Arts and Communications

2. Rich Cameron, chair Mass Communications

3. Craig Breit, head Radio-TV program