Distribute Safety Information and Content to Television Stations, Cable Broadcast Networks, & Digital and Streaming News Outlets Nationwide

The National Highway Traffic Safety Administration (NHTSA) is seeking information on how an interested contractor could provide all necessary personnel, materials, supplies, and services necessary to distribute broadcast quality safety information and content to television stations, cable broadcast networks, digital, and streaming news outlets nationwide. NHTSA must produce broadcast quality traffic safety content suitable for local, regional, or national news television/cable/online platforms. This content may include behavioral safety topics involving bicycles, motorcycles, pedestrians, school buses, child heatstroke, and older drivers. Additional segments may include topics such as distracted driving, impaired driving (alcohol and drugs) and occupant protections issues such as child passenger safety. Moreover, NHTSA must produce vehicular safety material on vehicle recalls, autonomous vehicles, and crash testing. In its initial market research, NHTSA pilot-tested three examples (child passenger safety, teen driving, vehicle safety recalls). NHTSA posted a sample feature at https://youtu.be/Q2UB6Ti7J60.

Each month NHTSA must self-produce broadcast quality safety information features with bites and b-roll (BBR) between two to five minutes in length that may be self-contained or include live reads for local news anchors. NHTSA anticipates local stations will have some flexibility to produce features to meet local needs based upon the NHTSA-provided information. In addition, NHTSA may produce segments keyed off topical news events, as appropriate, for syndication.

In addition to the distribution aspects of the project, NHTSA is seeking information regarding metrics of broadcast distribution. Examples of the types of metrics NHTSA is seeking include household rating, cost per point, media value, total value, a list of markets/stations that ran the NHTSA-provided information and other data that may be useful to NHTSA. NHTSA is seeking the information for each individual story and a total for all stories that ran.

These are NHTSA's initial steps to identify requirements for a project of this nature. As such, with this Request for Information (RFI), NHTSA is seeking other components of a project it should consider if the agency determines to proceed with this project. NHTSA is looking for information to draft a sound requirements document. During market research, NHTSA found that errors and omission insurance is needed for such a project. NHTSA's initial market research was limited to online research, limited conversations with industry, and a small-scale pilot-test.

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