School of Journalism &
Mass Communications
Vision for the 21st Century:
“THE” Media Gathering Place
at San Jose State University
for news and global Information.
JMC Multimedia Graduate Degree
through online distance learning.
SJSU Center for
SOCIAL MEDIA RESEARCH
in the heart of the
Silicon Valley.
2011 Master Plan:
Dwight Bentel Hall
Technology Infrastructure
Upgrade
Submitted to Dr. Charles Bullock,
Dean, College of Applied Sciences and Arts
Comprehensive Plan Developed by: Professor Bob Rucker,
JMC School Interim Director
Taking the JMC School, CASA and SJSU to the next level of global communications with Silicon Valley technologies.
Goals: To create a new, dynamic 21st Century multimedia learning environment that would establish Dwight Bentel Hall
as the SJSU campus community primary source location for Bay Area and global news and information, and be recognized
as the Silicon Valley center for advanced academic study of new media technologies and social media research.
Academic Mission: To expand on the 77 year global reputation for excellence in media education through innovative, creative,
ethical and responsible productions in advertising, journalism and public relations to enable the career goals of San Jose State
University’s diverse student population in a wide range of technology-driven global media professions.
Perspective:
In 2011, the School of Journalism and Mass Communications enjoys a global reputation for graduating top quality
advertising, journalism and public relations students who are prepared and ready for professional careers. Since it’s founding
in 1936, JMC School faculty and leadership have periodically recognized those moments when it was most important to make
significant curriculum and embrace major technology changes to meet the ever-evolving needs, expectations and challenges
of the media.
This is another one of those historic moments in time to plan and take significant action.
Today, for a college level media education to remain viable, respected, and in constant demand, students must be
taught to demonstrate a careful balance between a strong liberal arts education and media specific training which requires
cognitive development of current events knowledge, critical thinking skills, the prioritizing ethical standards of performance. To
complete this education, students must welcome, and learn how to use new technology to effectively attract and connect with
wide range of “target demographics,” from local and regional readers and audiences, to national and global communities.
Currently, the JMC School employs a wide range of talented and experienced academic and professional faculty and
staff who provide a diverse student enrollment of nearly 700 majors with contemporary and demanding classroom instruction.
They have worked to stretch the resources provided by the state and university to purchase and utilize traditional and new media
technologies to produce innovative print and online newspapers and magazines, broadcast programs, and advertising and public
relations campaigns.
The JMC School long-time educational approach and motto, “learn by doing,” has resulted in countless local, statewide
and national awards including several top honors in the prestigious William Randolph Hearst student journalism competitions.
Advertising and public relations students have developed numerous national campaigns for major automotive and retail
companies, and their efforts have been showcased by professionals in advertisements in national magazines, and broadcast on
national newscasts and during the telecast of NFL Super Bowl games.
For more than 70 years, faculty, staff and students have found ways to acquire and use technology to keep the learning
experience rooted in contemporary approaches and creative media approaches. These sorts of innovative efforts produced by
students have brought SJSU national attention through print, on-air and online news coverage. In 2009, ten JMC School students
who traveled by van to the Inauguration of President Barack Obama and produced multimedia stories and blogs from the
landmarks of the Civil Rights Movement in the South, were given the extraordinary privilege of direct student collaboration
with CNN news producers in Atlanta. After agreeing to develop feature reports from landmarks, Cable News Network allowed
SJSU students to report live on their network for four consecutive days.
Excellence and innovation in media education is the continued goal of the JMC School in the 21st Century. To insure
this legacy continues and expands, the following multi-phase proposal to upgrade technology and facilities in Dwight Bentel
Hall are now being proposed.
Master Plan - Phase Two: CASA Initiative.
JMC School / Silicon Valley Global Media Studies
Video Conferencing Center
Sponsored by CASA & Powered by Cisco Systems,
To further raise the international profile of the JMC School, CASA, and SJSU,
we propose using Cisco Video Conferencing technologies to dynamically engage
global newsmakers and worldwide media experts in classrooms, labs and research
efforts in the multimedia fields of advertising, journalism and public relations.
This state-of-the art technology will be utilized to showcase to a global
community the latest thinking and developments in Silicon Valley, and how the
JMC School is pioneering the use, study and reporting of the impact of new
technology advancements through timely special online events, social media
and a the proposed School of Journalism and Mass Communications distance
learning multimedia graduate degree program.
As a major step towards raising the global profile of SJSU and CASA,
the School of Journalism and Mass Communications proposes securing the Cisco
video conferencing system to enable the following new initiatives:
- A JMC led global network of academics, media and Silicon Valley professionals focused on studying and sharing
research and insights about new developments and trends in advertising, journalism and public relations worldwide. SJSU
students in JMC classes and seminars would have direct access to the thinking and creative efforts of the
‘movers and shakers’ in our industries.
- A JMC Breaking News Conferencing Center outlet for school, college and university faculty and
officials to be included and react to major national and international news developments and, through this new
technology, have, for the first time, a regular voice in global discussions about timely and pertinent media and
societal issues and research.
- A new JMC distance learning, multimedia graduate degree program where students worldwide would use the
new technology to develop expert global media data and research for graduate thesis and projects.
- An enhanced JMC Global Internet Radio & TV Station, funded by the U.S. State Department,
to establish and maintain outreach with journalism faculty at Heart University in Afghanistan.
The following flow chart from the Cisco Systems website shows how the above proposals
could be realized and help fulfill the JMC School’s goals and Five Year Strategic Plan.
Phase One – (Request) JMC School Integrated Cisco Systems Technologies
Upgrade Master Plan for Dwight Bentel Hall
Video Conferencing Options
Right now Cisco Systems technology enables networks like MSNBC to connect Capitol Hill newsmakers in Washington, D.C.
with audiences nationwide. The JMC School Video Conferencing Center would expand that ability and showcase Cisco
technologies for innovative educational use across the globe.
Cisco TelePresence MX Series - Bringing Telepresence to Every Team Room in DBH
In about 15 minutes, you can turn a conference room into a telepresence room and call team members to a meeting on
a brilliant 42-inch screen. The Cisco TelePresence MX200 brings colleagues from around the world face to face as if
they were in the same room -- in a simple, cost-effective way. The MX200 is designed and priced to bring the benefits of
telepresence to more teams and meeting rooms. It's an ideal way to broadly deploy the Cisco TelePresence experience
throughout your organization or make your first move into life-like video communications.
Scalable HD Video for Multipurpose Rooms
The Cisco TelePresence System Profile MXP Series offers lifelike, high-definition (HD) video collaboration for teams of
all sizes. This integrated telepresence solution delivers a consistent, easy-to-use video experience. The 52-inch system
with the Cisco TelePresence 6000 MXP Codec is ideal for: Applications that require multiple network interfaces directly
from the codec and users who require definition up to 720p.
Proposed Integration of Cisco Systems Video Conferencing
JMC School Options – DBH locations considered for housing video conferencing:
DBH 133 Lecture Hall – Seating capacity: 70
Video Conferencing used for large group global seminars for interactive discussions of breaking news, and timely regional,
statewide, national or global press conferences held by the SJSU president, deans, and other top university
administrators. As part of a new JMC School Global Academic Network, campus-to-campus joint sessions could be held
with other colleges, universities, and other academic units for the study of new media technologies, advertising and public
relations campaigns, and social media research.
DBH 139 - 141 Television Studio / Control Room Complex – Seating capacity: 30
Video Conferencing technologies integrated with TV studio technology to enable the inclusion of worldwide experts
and newsmakers in the JMC School award-winning student newscast, Update News. Phase two of the DBH infrastructure
upgrade calls for a $4 million studio upgrade to a virtual studio with HD cameras and a fully digital technology control room
and video storage system. Productions could be shared across campus on the SJSU closed circuit classroom system.
DBH 225 Internet Radio/TV Lab – Seating capacity: 30
Video Conferencing technologies combined with the U.S. State Department – JMC School grant, $50,000 authorization for the
development of a new, internet based, global radio and television system. The joint technologies would be used by broadcast
journalism, advertising and public relations faculty and students to interact with counterparts worldwide,
including those at Herat University in Afghanistan in fulfillment of the $1.2 million grant to train Afghan journalism faculty.
DBH 226 Multimedia Classroom & Production Lab – Seating capacity: 50
Video Conferencing technologies combined with the smart classroom technology to enhance the learning experience of
undergraduate and graduate students classes. Media Law & Ethics, “The CNN Experience,” and Special Topic: Social Media
Research classes would utilize the Cisco technologies to broaden the scope of their research and reporting.
DBH 117 DBH Agency Multimedia Lab / Conference Room – Multiple rooms / Seating capacity: 20 – 70
Video Conferencing technologies would be integrated in a medium size, DBH interior lab/classroom now used by a select group
of advertising and public relations students working in a JMC School communications agency. Regional and national professional
clients contract with the DBH Agency to develop multimedia campaigns for public distribution.
DBH 107 JMC School Conference Room – Seating capacity: 25
Video Conferencing technologies combined with the smart classroom technology would enhance small class, faculty and student
club meetings in Dwight Bentel Hall. This location could also be used a location to conduct breaking news video conference
interviews by JMC School and campus officials.
The faculty and staff in the School of Journalism and Mass Communications thank Dr. Charles Bullock, Dean of the College of
Applied Sciences and Arts, and Associate Dean Greg Payne for their careful consideration of our vision and request.
Currently the School of Journalism and Mass Communications offers two online courses, one in advertising ( Prof. Cecelia
Baldwin seen below teaching from Colorado her fall semester, 2011 class. ), and another upper division journalism class ,
Online News Reporting. The JMC School Curriculum Committee has already begun discussions on how to expand on these
efforts to develop the proposed new multimedia focused graduate degree.
School of Journalism & Mass Communications: Video Conferencing Center
Proposed Timeline: November 2011 through January 2012
The School has designated Dwight Bentel Hall’s Room 225 as its “TelePresence Integration Project Facility.” In this
phase we will assess all of the current telecommunications wiring and available data transfer points inside the room and
within Bentel Hall as a whole. Cisco integration team will then review and optimize an installation plan for both a C90 Multisite system connected with a TelePresence System 1000 with appropriate [additional] microphones, cameras and monitors
placed throughout the room.
The following addition items will be addressed during this phase:
 Assess the ability and desire to connect this TelePresence system with the University’s television studio and control
located on the first floor of Bentel Hall.
 Assess the ability and desire to connect this TelePresence system with the School’s [proposed] “High-Definition
Multimedia Production and Research Facility” located in DBH’s Room 111.
 Assess the ability and desire to connect this TelePresence system with the School’s [proposed] “Center for Tablet
Research and Publishing” located in DBH’s Room 226.
Upgrade to DBH’s Room 225 “Internet Radio/TV Station Suite”
Proposed Timeline: January 2012 through March 2012
During this phase, the TelePresence video conferencing technologies would be integrated into the U.S. State Department’s
grant of $50,000 authorizing the development of a new, internet-based, global radio and television system. The joint
technologies would be used by journalism, advertising and public relations’ faculty and student stories/programs to
counterparts worldwide, including those at Herat University in Afghanistan in fulfillment of the larger $1.2 million grant to
train Afghan journalism faculty.
This phase will include the following:
 Reconstruction to industry standards of the former “radio production rooms” found inside DBH’s Room 225. These
two rooms will house the Internet-based radio and television stations that the US Department of State is providing
funding for, but alas not construction funds.
 Wiring that will [eventually] allow interactivity with the University’s television studio and control room in DBH 139.
JMC School – Video Conferencing - Proposed Budget
The following spreadsheet outlines the key components that are required to complete the two phases of this project. Please
note that this budget is independent of the $50,000 being provided by the US Department of State for the Internet-based
radio and television station equipment.
Description
Unit
Cost
Quantity
Sub-Total
Tax
Integration
Fee
Total Cost
Cisco TelePresence System
Integrator Package C90 Video
conferencing kit
$25,000
1
$25,000
$2,250
$2,500
$29,750
Codec C90 Multi Site Option
$5,500
1
$5,500
$495
$550
$6,545
Cisco TelePresence System
1000 Video conferencing kit
$79,000
1
$79,000
$7,110
$7,900
$94,010
Video Camera
$250
2
$500
$45
$50
$595
Microphone
$200
4
$800
$72
$80
$952
Wiring
$1,000
1
$1,000
$90
$1,500
$2,590
Computer/Control Device
$2,500
1
$2,500
$225
$250
$2,975
Patch Panel for Internet-based
Radio & TV Station
$1,000
1
$1,000
$90
$100
$1,190
RAID Hard Drive/Video Capture
$1,400
2
$2,800
$252
$280
$3,332
Retrofit Construction on "Radio
Room"
$12,500
1
$12,500
$1,125
$0
$13,625
Integration of “Radio Room” with
TelePresence equipment
0
0
0
0
$5,000
Monitor
$800
3
$2,400
$216
$240
Total:
$5,000
$2,856
$163,420
Additional JMC video conferencing budget notes:



All unit costs are very good estimates but may change after the Cisco Integrator’s “work and equipment estimation walkthrough.” It may be adjusted by approximately 11% in either direction.
Sales tax is based on purchased completed in the State of California using 9% as the working figure for calculations.
The “integration fee” is based on a loose industry formula that calculates the integration work at approximately 10% of the
cost of the equipment being worked with.
* Special thanks to Prof. Peter Young for developing the details of this part of the JMC School technology up upgrade, and thanks to
him, Prof. Tim Hendrick, Jessie Pickett, and CASA Associate Dean Greg Payne who joined me for the walk through of DBH and
participated in the presentation of the JMC School video conferencing proposal to officials from Cisco Systems in October, 2011.
Master Plan - Phase Two: JMC School DBH TV Studio Upgrade & New Video Editing Suite
Project Perspective & Development Timeline.
In February, 2011, as a candidate for the position of Interim Director of the School of Journalism and Mass
Communications, I identified for the faculty and the dean several goals and initiatives I would pursue. In my formal
presentation, on the Leadership and Management Style cover page, I said…
I would be fully committed to:
1- Engaging new ideas and innovative approaches which facilitate the school’s goal of enhancing and incorporating
multimedia strategies across the JMC School curriculum.
2- Developing appropriate new relationships with Silicon Valley, state, national and international media, high tech
companies and businesses which could offer a wide range of resources and support.
3- Using available technologies more effectively to enhance teaching methods and promote school efforts through
traditional and new media, the school website and campus satellite telecommunications facilities.
Immediately after receiving the job appointment, CASA Dean Bullock and I began a regular series of weekly meetings to
enable a smooth and positive transition for the school. As part of those discussions, the need for a major technology
upgrade for DBH, specifically the television studio and control room, were discussed many times. It was noted that for
most of the past twenty years, this facility has produced hundreds of campus focused educational and promotional
productions, along with the JMC School’s award-winning student TV newscast, Update News, which has been broadcast
continuously in the Bay Area and Northern California since the 1960s.
As of the start of the 2011 Spring Semester, the student newscast had become the only regularly scheduled production in
the DBH television studio. No other major efforts were planned. The cameras, purchased by the JMC School with a
special grant back in the mid-1990s, along with the control room audio board, switcher, and other production equipment
were mostly ‘analog technology.” While still useful and production capable, any program or video element intended for
broadcast transmission in the 21st Century must be upgraded to meet new digital and high definition standards. They
were established and required by the Federal Communications Commission in 2009.
In March, 2011, I began developing this project which would eventually enable my goal to have a modernized and fully
functional and in demand TV studio housed in DBH to be fully realized. Dean Bullock encouraged me to use retired DBH
TV Studio Producer/Director Bob Reynolds as a consultant, and start planning the technology transitions needed.
Reynolds met with me and the dean, toured the facility he knew very well, and offered specific recommendations on a
wide range of HD and digital equipment upgrades that were needed. He, however, was not current on developments by
manufacturers and suggested I approach broadcast industry experts still working in the profesion.
April, 2011, I traveled to Las Vegas and attended the National Association of Broadcasters (NAB) convention where the
latest in new technologies are annually showcased to the world. For more than five decades, manufacturers of radio,
television and internet equipment have met with local, regional and network engineers, directors of operations and
facilities managers at the NAB five day convention to make arrangements for technology information and purchases. The
following contacts were made to help me fully understand how to more effectively approach phase two of our project:
Keith Flippin
Marketing Manager
Cisco Systems, Inc.
San Jose, CA.
408-527-3580
Mark Nilo
Sales Manager
360 Systems – Broadcast
Woodstock, CT. 860-933-4033
Gerald Jensen
EZ News-Automated Data Systems
La Crosse, WI.
608-785-1415
Brian Choi
Product Specialist - Video Editing Suites
MOTU
Cambridge, MA. 617-576-2760
Steven Hernandez
Associate Director
Office of Institutional
Research, SJSU
Wes Donahue
Director, Channel Marketing
TVLogic
Burbank, CA.
818-842-4632
Sung Cho
VP of Operations
TVLogic USA
Burbank, CA.
818-288-0406
Chuck Cone
Board of Directors
GroupAccess
Novato, CA.
415-531-6288
Ken Seibert
Customer Engineer Manager
ATTO Technology, Inc.
Amherst, NY
716-691-1999
Lorelee Wiseman
North American Sales
&GlobalCast.com
Culver City, CA.
310-845-3880
Bob Reynolds
Retired DBH TV Studio
Director/Project Producer
Independent Cisco
Producer
415-306-4948
William Brockmeyer II
CEO & President
GroupAccess
San Jose, CA.
408-781-0147
Justin Cowgill
Director of Productions
CreaTV San Jose
408-295-8815
Bob Waln
Senior Director
Software Product Management
Ericsson Television Inc
Duluth, GA.
678-812-6318
Solutions AreaTV
Rick Sutherland
Account Executive, Western Region
Grass Valley
Burbank, CA. 925-518-3621
Chris Brady
News Operations Supervisor
KYW-TV, CBS 3
Philadelphia, PA.
267-278-0539
Marisa Maldonado
Diversity Program Manager
Apple
Cuppertino, CA.
408-858-9297
Frank DiBeradino
Manager, Technicians
Comcast
Santa Clara, CA.
408-919-9440
Tapan Shatapathy
Director
Product Management
Solutions AreaTV
Ericsson Television Inc.
El Segundo, CA.
310-280-6505
Ryan Swerdloff
VP-Vin Power Digital
Optical Storage
Alhanbra, CA. 626-282-3300 x120
Proposal – Creating a new JMC School Video Editing Suite:
PC based video editing system
Apple based video editing system
For several years, JMC School faculty have discussed the need for creating a specialized video production system to
enable the development of top quality, short and long form documentaries, unique media programs and efforts produced
by faculty and graduate students. At the NAB Convention, I identified vendors and technology which would enable this
goal to be realized.
Express Multiple DVD Burner
Video Compression & Media Networking
In Dwight Bentel Hall the room opposite the main Journalism Office, that was formerly used for equipment checkouts,
was identified as an ideal location for this proposed “super editing suite” because that room, DBH 111, is already
equipped with a fully functional security system.
The estimated overall cost of purchasing and integrating this video editing suite, capable of developing and mass
producing digital quality efforts, produced on both PC and Apple based technologies, and integrating the storage and
wiring components for exporting those efforts to the DBH television studio and Bay Area media outlets is $350,000.
DBH 139/141 - TV Studio & Control Room technologies:
Not equipped with analog studio cameras, teleprompters and control room technologies not up to 2011 FCC standards.
SJSU School of Journalism and Mass Communications
Goal: To create a new, dynamic 21st Century multimedia learning environment that would establish Dwight Bentel Hall
as the SJSU campus community primary source location for Bay Area and global news and information, and be
recognized as the Silicon Valley center for advanced academic study of new media technologies and social media
research.
Proposal: Upgrade DBH 139/141 Studio with Digital/HD Technologies
Enable audio/video productions for streaming online and broadcast on satellite and cable television outlets.
Control Room - Audio Input Mixer
Control Room Switcher – Grass Valley HD
42” Control Room Monitors & two integrated computers.
State-of-the-art character generator system.
Compressed Video Storage System
Integrate JMC Video Editing Suite & Video Conferencing
Proposal – DBH TV High Definition Studio Camera Upgrade
Needed: 3 cameras, 3 pedestals and 3 teleprompters.
Proposal – DBH TV “Green” Virtual Studio Upgrade
Needed: Custom designed and built to room/light, and graphic arts specifications
HD Rectangular Studio Lighting Upgrade also required.
Revise existing Teleprompter system
Fully integrated multiple-input monitors and computer systems.
Proposal – New Dwight Bentel Hall Media Center
In the main lobby showcase multiple news and information timely sources on a huge monitor display.
Connect several multiple-input monitors throughout DBH and network across campus.
Showcase The Spartan Daily, Update News, Access Magazine and The CNN Experience student multimedia abilities.
Augment JMC monitors with syndicated news and information services from globally respected organizations.
Phase 2 – Projected DBH Upgrade Costs: Fundraising Campaign Goals
JMC School Video Editing Suite………………………………………………………....$350,000
DBH Television Studio…………………………………………………………………….$750,000
DBH Television Control Room……………………………………………………………$800,000
Infrastructure Improvements & DBH Classroom Networking
(DBH full building connections, content control center and labor)………………600,000
Engineer/Technician Specialist (Full-time employee w/full benefits)……………….$2,000,000
TOTAL: Phase 2 - DBH Technology Upgrade Project……………………………$4,500,000
Planning for the 21st Century and building on a global reputation
for excellence in advertising, journalism and public relations education.
We are the place in Silicon Valley were diversity inspires creative new ideas and
innovations that break new ground in global communications!
School of Journalism and Mass Communications
Technology Master Plan – DBH Upgrade Proposal
Researched, developed and presented by
Professor Bob Rucker
Interim Director
School of Journalism and Mass Communications
San Jose State University
Former CNN National News Correspondent