HBCU
Network:
Where did the idea for World Colours Foundation (WCF) come from?
Jay O'Conner:
I found myself collaborating with several African American Entrepreneurs and inventors to get their products
promoted in the marketplace. After contacting a friend who worked for the NBC News Atlanta Affiliate, I
pitched the idea of doing a Black History Month presentation on inventors past, present and future. I
contacted the Apex Museum, who had an exhibit showcasing of inventors from the past, present and future,
to ask them to host a series of Black History Moments showcasing the entrepreneurs and inventors that I
represented. Over the next few days, I began the process of producing these segments with a friend from
NBC. One of the showcased entrepreneurs was starting a television network and challenged me to begin
studying the process of starting a network. From that experience, I got the media bug and recalled my
childhood dream of wanting to make a difference in the world through media.
September 11th was a tragedy for all of us, especially for me. The lost of my dear friend and former co-worker from
Marsh & McLennan, challenged me to reflect on what the world needs now. I thought about how I could bring
people together to help foster understanding through love, acceptance, and diversity and limit the number of
tragedies in the world. Remembering that the most powerful tool on the planet is the media, I began the
quest to promote the concept of World Colours Network �Bringing the World Closer to Home.� This inspired me
to write the mission statement �Bridging the Gap, Changing Mindsets, and Transforming Cultures through Love
Acceptance & Diversity programming and media education."
I was invited to an executive committee meeting of the Atlanta Chapter of the National Academy of
Television Arts & Sciences (NATAS) to promote my idea for starting a media competition. I attended the
meeting with my WCN�s team of African American professionals. I was surprised to see that the presence
of other African Americans was very under represented. The President of the Chapter explained that the
Atlanta Chapter was actually one of the most diverse chapters in all of NATAS. This startling reality
solidified my idea to create an avenue for minorities to learn how to benefit from organizations like
NATAS and Academy of Motion Picture Arts and Sciences (AMPAS). So often, minorities� contributions to
the media industry are overlooked. Remembering that for the first
time in history, an African American woman (Halle Berry) won the Best Actress Oscar. I thought to
myself, �if minorities were members of the Academy, we would begin to benefit more from within the organizations.�
So, I joined NATAS as a first step and created The World Colours Foundation Scholastic Internship Competition
and Conference to promote minorities in media. The foundation isn�t a membership organization, but an
organization developed to help minorities level the playing field from the inside of these organizations.
The President of the Atlanta Chapter of NATAS has been very supportive of WCN Foundation and its program; however,
he is receiving some resistance from the national organization. We are working through this and will
hopefully have a very positive relationship with NATAS, ATAS, and AMPAS as well as relationships with
the National Association of Minorities in Communications (NAMIC). There are many associations for
directors and engineers and the foundation will reach out to all of them to help our students become
members and benefit from their programs.
Our goal is to create a system by which minorities - especially students - have access to experienced
directors, producers, writers, camera and marketing professionals who have succeeded in the industry.
I am also building a television network to harness the talent that will be uncovered through the
competitions. World Colours Network will launch in 2003 and will showcase the work of the students
on the new cable channel.
HBCU
Network:
So how did the project actually get off the ground?
Jay O'Conner:
The project has been moving at an incredible pace. I began promoting the concept to the Director of Minority
Business Relations at Walt Disney World. They were very helpful in helping me shape my thoughts and ideas
for successfully launching the network.
We discussed how ESPN had received a $5 million dollar 5-year advertising contract with Anheuser-Busch Inc., maker
of Budweiser when ESPN started. It is believed that the association with ESPN helped Budweiser become the King of
Beers and a dominant force in the American Beer market. It became evident that the power of the media in
advertising products and services and the revenue generated by African Americans consumers is significant.
An extensive research was started to show a direct link between African American viewers and African American
consumers. According to Nielsen Ratings, African Americans watch more television than any other ethnic group
and process the buying power of several small countries. However, African Americans do not have a good
representation in the ownership of media. Through hard work and determination, WCN has gotten on the radar
screen of major Studios like SONY Pictures who have begun talking to us about access to their library of shows.
Companies like Crawford Communications Inc. will provide us with Network Operations, Uplink, Master Control and
Quality Control Support and many friends have helped us shape and mold our mission and vision for success.
ABC Disney is helping to support our efforts by providing us the venue to host our first annual Scholastic
Internship Competition and Conference on Diversity in Media scheduled for August 2003. We want to expose more
students to the movers and shakers in the entertainment industry at large.
HBCU
Network:
What's your target audience for this foundation and what's the benefit
for them to participate?
Jay O'Conner:
Our target audiences consist of college, high school students and media industry professionals who
support diversity. Each group will benefit from each other as they are given the opportunity
interact through the creation and production of projects which will be exposed to industry executives.
The possibilities are limitless! The next Spike Lee, Robert Rodriquez are in the wings ready to be
exposed for future success.
The World Colours Foundation will interact and create opportunities for universities. Students
interested in communications and media programs will get the chance to work on competitions on a regional
and national basis � universities will gain visibility and recruit more students to their schools because
of the success of their programs through the competition. The World Colours Foundation will expose
students to real world experience, provide on-the-job training, and provide great resume builders.
HBCU
Network:
What are your long-term goals for the foundation,
and will it remain minority-focused?
Jay O'Conner:
Right now, our focus is on HBCUs, but I want to eventually open up the program to all schools.
And yes, it will remain minority-focused, but in real-world competition setting. We�re looking at
inclusion. We won�t exclude non-minorities, but we do want to level the playing field.
Another organization I�m really excited about for students is the National Association of Minorities
in Communications (NAMIC - www.namic.com. It educates the industry on marketing approaches, programming
interests and operations strategies. I�m going to point students to the organization, so they can
benefit from it. This is a relationship business � we have to help our students establish those relationships.
HBCU
Network:
How have you gotten the word out?
Jay O'Conner:
We�ve sent surveys, introduction letters to various HBCUs and Media Industry Organizations. We have received
responses from 15 HBCU�s with over 2,500 students in media communications programs who are interested in
participating in the World Colours Foundation�s Scholastic Internship Competition & Conference.
I was pleased to get a personal letter of support from the President of Bethune-Cookman College.
We have developed a web site and will continue reaching out to professional media organizations until
we succeed in breaking through the glass ceilings and leveling the playing field.
HBCU
Network:
Any parting words?
Jay O'Conner:
African Americans watch more television than any other ethnic group, but have very little
input into the what comes on.. We desire to see more minorities gain opportunities and earn recognition
for their efforts. The World Colours Foundation is not complaining about there being no opportunities,
we�re creating opportunities, growth and economic development within the African American and minority communities.
This is a great opportunity for students interested in media careers and entrepreneurial ventures.
We encourage students to pursue their dreams and create opportunities for themselves through the
World Colours Foundation. We will facilitate access for HBCU students to meet face-to-face with
the industries most prestigious and powerful media professionals. Let your schools know about us!
We�re looking for volunteers, including organization and corporate sponsors at every level. We are
looking forward to the tremendous success of our participant�s universities and high school
students. And we appreciate the efforts of the HBCU Network for helping us get the word out
and we are looking forward to repeating this year after year.
Please visit our website and register yourself and your school�s communications program.
We will respond to every school interested in participating.
HBCU
Network:
Well, that about wraps this interview up. Thank you so much for your time, Jay.
Jay O'Conner:
It's been my pleasure.
Contact Info:
Phone: 404-945-0001
E-mail: info@worldcolourstv.com
URL: http://www.worldcolourstv.com
The following schools have registered with us so far. We encourage every HBCU with a communications program to enter the competition.
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