C-SPAN is a non-profit public service provided by the cable television industry that covers the political process without commentary or analysis. Its mission is to provide gavel-to-gavel coverage of Congress, allow officials direct access to audiences, and conduct operations consistently with balanced and unfiltered coverage principles. Research finds that C-SPAN viewers are highly engaged citizens who are influential in sharing political views. However, viewership is relatively low compared to other news sources.

1. C-SPAN

2. “
C-SPAN’S Non-profit public
service of the cable
“
Aptly breaks down the C-SPAN ethos and how it can be best described as a
“public service” rather than simply a news organization:
industry that covers
MISSION the political process.
• To provide C-SPAN’s audience access to the live gavel-to-gavel proceedings
of the U.S. House of Representatives and the U.S. Senate, and to other forums
STATEMENT
where public policy is discussed, debated and decided--all without editing,
commentary or analysis and with a balanced presentation of points of view;
• To provide elected and appointed officials and others who would influence
public policy a direct conduit to the audience without filtering or otherwise
distorting their points of view;
• To provide the audience, through the call-in program, direct access to elected
officials, other decision makers and journalists on a frequent and open basis;
• To employ production values that accurately convey the business of govern-
ment rather than distract from it; and
• To conduct all other aspects of its operations consistent with these principles.

3. Public Opinion
Despite generational differences in viewership, young people express just as favorable
opinions of C-SPAN as do older Americans. Fully 39% of Americans under age 50 (and
38% of those under age 30) say it is very useful for the country to have C-SPAN show
Congress at work and provide other government-related programming;
Misinformed
Only 12% of viewers correctly believe C-SPAN is funded via fees from cable and satellite
companies. It is owned by an independent non-profit, not the federal government.
Low-Budget
$55 million annual budget
THE
• No funding via advertising, federal government., or viewer contributions
Audience is highly loyal
• 6 in 10 viewers find it very useful
• 74% would miss it if it were no longer available
• Most valuable attribute: balanced programming
• 59% of those who watch say they believe C-SPAN has” improved the way Americans
view politics and current events.”
RESEARCH
C-SPAN VIEWERS ACTIVE CITIZENS (90% VOTE)
• 35% have contributed money to a political campaign.
• 32% have written their member of Congress, Senator, or local elected official.
• 22% have visited or talked in person with their member of Congress. 12% of Ameri-
cans say they are regular viewers – 2004
C-SPAN viewers are influencers who share their political views with others:
• 12% have actively campaigned for candidates for federal office.
• 17% report connecting with a political campaign/group through a social networking
site.
• 20% say they have shared videos on the Internet
• 9% have published their political views or blogged about politics on the Internet.
Low viewership vis-à-vis traditional news media
less, as little as 5% say they are regular viewers when measured along with other news
networks, newspapers
• Men, women view it equally
• Whites dominate viewership

4. Problem?
Young people don’t watch live TV or even have cable TV subscriptions. Additionally,
watching the news makes them feel alienated from the entire political process due to
objectionable and obnoxious commentators.
Who is the audience?
College-educated 18 to 29 year olds. They already hold C-SPAN in high esteem and
value the service it provides to the country, but are not viewers.
THE
What is known about them?
As personified by Allison: Allison is a 21 year-old college student majoring in interna-
tional studies. She identifies herself as liberal and voted, when she was 18, for Obama.
She will definitely vote in the upcoming election. She picks up on headlines enough
to be conversational on issues. When she wakes up early for class she will read a few
front-page stories on The New York Times site, but says she would like to make that
CREATIVE
more of a habit.
She feels apathetic towards Washington and believes that is the reason she does not
devote more time becoming well versed in political affairs. After watching the ongoing
coverage of the Arab Spring she feels more appreciation for her own democracy, but
also guilty for not being a more active participant. She doesn’t pay for cable TV service
at her apartment, but when she watches the news she typically tunes to CNN if Ander-
son Cooper is commentating. She has no particular loyalty to CNN, but holds Fox News
BRIEF
in contempt.
Main thought to communicate?
Young voters would like to be more active in their democracy, but the system needs to
be more transparent and accessible. Watching C-SPAN and being politically participa-
tory will be one in the same.
Means of accomplishment?
account planner: michael assoian
C-SPAN will bridge the disconnect these young voters feel towards Washington by
providing an experience which fully integrates their digital lifestyle. C-SPAN removes
the pundits from the news process and places these young citizens at the helm of their
democratic process.

5. SHOOTING YOU SELECTED OUR
OUR MESSENGER POLITICAL ANALYSTS
ON THE FIRST TUESDAY
IS A FEDERAL CRIME.
THE
OF NOVEMBER.
PRINT
C-SPAN Not story.
the
the news,
C-SPAN Not story.
the
the news,
CAMPAIGN IF YOU’RE LOOKING FOR
COMMENTATORS,
WE HAVE 535
WE BREAK
WHEN THE SESSION
ADJOURNS.
art directors: charlie tan lim and kasia mecinski
OF THEM.
C-SPAN Not story.
the
the news,
C-SPAN Not story.
the
the news,

6. desiGned to inspire people to participate in their democracY.
art director: charlie tan lim
WHAT PEOPLE ARE SAYING
SHARE YOUR THOUGHTS
SEND
@CSPANlive @
#CFR092312
@AmbassadorRice @CSPANlive @massoian
Because America is constantly exploring it’s options
regarding Chinese trade relations. #CFR092312
#CFR092312
C-SPAN
@CSPANlive @AmbassadorRice
#CFR092312
#CFR092312
Sign in with Twitter Your location
USER CITY
#CFR092312
Are you in favor of
PASSWORD STATE increasing talks with China? WHY THIS MATTERS
While this is purely a discussion, there will be a bill going to the #CFR092312
House next month which could affect tariffs on Chinese imports. Qui
as et et ped maximet el ist voluptas ma consequame ma es comni-
YES mus, ni opta voloresendi quodiam qui blaccae nosam aceperit vellaut
ipsundi quuntiore volore laboribusa accusdaecto que placcus alit is re #CFR092312
in por anis sendit, consedi od quisqua epellat eum sae que poriorest,
utem et exereheni di aliat verio molo voluptur?
Cullupt aturiti nonsed enis alias nobitatus, estrum expliquat. #CFR092312
NO
Expeles equatis remporporume sitae sequatur suntiam cuptati cus volu-
picia verspicte volum faci dolupta tiationse num est qui odisquod que
maionsequis debis rem anisquae. Nam fugiatur sinvelitate omnihit, #CFR092312
cus,
@CSPANlive @AmbassadorRice
#CFR092312
WHAT PEOPLE ARE SAYING
SHARE YOUR THOUGHTS
SEND
BREAKING NEWS — U.S. House elects
Ohio Representative John Boehner (D-OH) as @CSPANlive @
next Speaker of the House.
#CFR092312
@AmbassadorRice @CSPANlive @massoian
Because America is constantly exploring it’s options
regarding Chinese trade relations. #CFR092312
C-SPAN2
Committee on Foreign Relations discusses
our need to better realtions with China.
#CFR092312
@CSPANlive @AmbassadorRice
#CFR092312
#CFR092312
#CFR092312
Are you in favor of
increasing talks with China? WHY THIS MATTERS
While this is purely a discussion, there will be a bill going to BILL H.R. 3908
the #CFR092312
House next month which could affect tariffs on Chinese imports. Qui
Fed. Chair Ben Bernanke discusses as et et ped maximet el ist voluptas ma consequame ma es comni- • Proposal to decrease tariffs on Chinese im-
financial crisis. YES mus, ni opta voloresendi quodiam qui blaccae nosam aceperit vellaut in hopes of fostering positive Chinese
ports
relations.
ipsundi quuntiore volore laboribusa accusdaecto que placcus alit is re #CFR092312
Iowa public forum with Republican in por anis sendit, consedi od quisqua epellat eum sae que poriorest,
• Epuditatis exeratur moluptam enienita que
presidential candidate, Ron Paul. utem et exereheni di aliat verio molo voluptur?
C-SPAN RADIO
des am eos minusam illectur, odis soleces-
Cullupt aturiti nonsed enis alias nobitatus, estrum expliquat. sum quo tem imin recturio. Pa conse natur, #CFR092312
NO quunt que paruptiorit aut duciet quo expedit
Expeles equatis remporporume sitae sequatur suntiam cuptati cus volu-ex eaqui nus, sunt et ut eaquae num venimu.
picia verspicte volum faci dolupta tiationse num est qui odisquod que
maionsequis debis rem anisquae. Nam fugiatur sinvelitate omnihit, #CFR092312
cus,
@CSPANlive @AmbassadorRice
#CFR092312