MataTV English-Language News Magazine

Our first episode of the MataTV News Magazine focuses on President Tsai Ing-wen’s formal apology to
Taiwan’s indigenous people made on August 1, 2016. The show will share the President’s reasons for
the apology, inspired by her own indigenous roots, and discusses the reactions of Taiwan’s indigenous
peoples. Help us to share this landmark event with the world.

Joint venture project proposed by Bridge Studios in cooperation with Taiwan

Indigenous Television, ATAYAL Organization, and Cultural Survival

Proposal Date: July 2016

PROPOSAL
Summary
 Our goal is to establish a weekly or bi-weekly English-language news program (MataTV)
focused on indigenous news, events and cultural features from Taiwan’s 16 indigenous
tribes. The purpose of the show is to increase mutual understanding between Taiwan’s
indigenous peoples and the people of Austronesian nations, who share a common heritage.
What makes this news program different than anything produced in Taiwan, is that it makes
news and cultural features from Taiwan relevant and meaningful to people around the world
by providing context and insights that only the Mata team can. The Mata Team has a strong
background with Taiwan’s indigneous cultures as well as international cultures.

MataTV will be a partnership between Bridge Studios (橋樑工作室), Taiwan Indigenous

Television (原住民族電視台), the ATAYAL organization (愛泰雅協會), and Cultural
Survival. The shared responsibilities will be as follows:

• Bridge Studios – Strategic Planning, Production, International Marketing and Distribution

• Taiwan Indigenous Television – Content and Production Services, Broadcasting in Taiwan,
Distribution through WITBN
• ATAYAL Organization – Fundraising Support
• Cultural Survival – Marketing and Distribution for International Audiences

Bridge Studios will build the “bridges” that give the MataTV project and Taiwan’s
indigenous news unprecedented international reach for a relatively low cost. The video news
program will be broadcast on TITV and will be made available to Maori TV and other
members of the World Indigenous Television Broadcasters Network (WITBN). A
partnership with Cultural Survival will give the radio news program the opportunity to be
distributed to a network of 1,461 indigenous radio stations worldwide as well as through
online podcasts. A print version of the MataTV stories will be distributed to Cultural
Survival Quarterly Magazine and international newspapers.

Opportunities
One of the missions of Taiwan Indigenous Television (TITV) is to give Taiwan’s indigenous
people a significant voice. The MataTV project gives TITV’s role as a media platform
greater international reach by building “bridges” to indigenous communities and
government policy makers around the world. Cooperation between Taiwanese and American
organizations to produce and distribute the program will make the project valuable for all
partners, and especially for the indigenous people who want to be heard.

Bringing together our resources for a media project can provide results never before seen in
Taiwan. Taiwan Indigenous Television (TITV) provides professional journalistic coverage
of Taiwan’s indigenous news, and production resources for the MataTV programs. It is also
 an active member of the World Indigenous Television Broadasters Network, which gives the
program international broadcasting opportunities. Since 2001, the ATAYAL Organization
has organized many projects connecting Taiwanese indigenous people with indigenous
tribes from around the world. As an American NGO, it has access to American funding
sources to support the project. Cultural Survival is an organization that is the leading
indigenous rights advocacy group in the world, and it is a consultant to the United Nations
on indigenous issues. This NGO produces a magazine and radio program that has been
broadcast in 1,461 radio stations in 55 countries and in 32 languages. Bridge Studios is a
company in Taiwan that has organized and produced cultural projects connecting Taiwan’s
indigenous tribes with Austronesian groups. It produced the Taproot Cultural Exchange
Program in 2013, bringing Maori filmmakers to Taiwan. Tony Coolidge, an officer of
Bridge Studios, offers his unique background of being an accomplished American media
executive and project organizer and he is a member of the indigenous Atayal tribe of
Taiwan.

It is important to train our future generations of indigeous writers, reporters, and media
professionals in Taiwan to learn how to reach out to the world. Students and graduates of
Indigenous Media or Journalism studies can receive valuable hands-on experiences with the
MataTV Internship Programs, providing assistance in the production of news articles for
international print, radio and television.

President Tsai Ing-wen of Taiwan declared a “Pivot to the South,” indicating an increased
effort in building international relations with ASEAN nations and India. In order to ensure
economic security and to avoid reliance on one dominant marketplace, Taiwan can turn to
its Austronesian cultural heritage to make its southward focus more effective. Including the
Philippines, Indonesia, New Zealand and Madagascar, the Austronesian family of nations is
a marketplace of 400 million people in almost 40 countries with a combined annual GDP of
US$7 trillion. This marketplace, related by culture, DNA and language, has been
underestimated and underappreciated in Taiwan, and deserves Taiwan’s attention. By
developing media projects that raise awareness of Taiwan’s connection to Austronesia, there
will be an increase in interest, leading to cooperation, tourism and business opportunities.

OBJECTIVES

Short-Term Goals

The short-term goals are oriented around producing a pilot program for the news magazine.
This will require securing the partnerships, production team, format, and shooting the first
episode. This will allow us to have the ability to show what we can produce, and raise funds
 for our first season of production. The short-term goals include:

1) Finalizing the nature of the partnerships and working relations between the partners in
Taiwan and the USA.

2) Finalize the team and understand the titles, roles, responsibilities, and compensation for each
person.

3) Organize and produce the first episode of MataTV which will focus on President Tsai, Ing-
wen’s public apology to Taiwan’s indigenous people on August 1, 2016. We filmed the
apology, discussed its potential impact on Taiwanese tribal people, and discuss Tsai’s own
indigenous roots, with her grandmother being from the Paiwan tribe.

4) This first episode of MataTV will produce a 30-minute television episode for Taiwan
Indigenous Television, and will be distributed for broadcast on Maori TV in New Zealand
and offered to other news stations in the World Indigenous Broadcasters Network. A radio
program will be produced to offer to Cultural Survival for broadcast on their network of
1,461 radio stations. A magazine article will be written that will be published in Cultural
Survival Magazine, the foremost international indigenous rights magazine, and offered to
international newspapers.

5) The ATAYAL Organization will set up fundraising efforts for MataTV, using crowdfunding,
grant writing resources and its network of supporters worldwide.

Long-Term Goals

The long-term goals are oriented around establishing sustainable fundraising and income
generation to support the news magazine. Part of this will be to establish a strong internet
presence and growing the distribution network internationally. This may require the
establishment of new relationships with international groups. The long-term goals include:

1) Establishment of working relationship and protocols to use news content from TITV to
generate MataTV programs.

2) Establishment of a web site, podcasts and YouTube Channel for MataTV.

3) Establishment of a sustainable fundraising campaign in Taiwan, the USA, and other

countries for the program.

4) Establishment of viable income streams and responsible budget-setting for the program.
5) Organize a Series of Programs, generating 16 video episodes and 32 radio episodes, and 8
magazine articles for the MataTV’s first season.

6) Establish Internships for Indigenous Media and Journalism Studies students and graduates.

7) Bridge Studios and the ATAYAL Organization will seek distribution of MataTV on
television and radio stations throughout Austronesia. Our goal is to establish a network of 32
international television broadcasters by the end of Season One to broadcast our news
magazine.

8) Establish new sources of news content, including the MATA Taiwan group. We should set a
goal of having our own production capabilities.

PROGRAM ACTIVITIES

Summary of Activities

The activities required to have a successful international news magazine are sustainable
funding, professional production and far-reaching marketing.

1) Fundraising Activities - The Partnership will participate in fundraising activities to

fund the pilot episode, and establish sustainable fundraising campaigns in Taiwan
(Bridge Studios and TITV) and other countries (ATAYAL Organization) to support
Season One of MataTV.

2) News Content Activities - Sourcing news for our programs will come from the daily
news database at TITV. Our Producers will select the best stories for our news magazine,
and work with our Translation Team and Editing Team to produce the English-language
News Stories. The News Anchors will read the news and discuss their own insightful
Commentary to provide relevant perspective for the international audiences. News
content will be sourced exclusively from TITV at first. However, it may be possible to
broaden the news content sourcing to include reporters from Taiwan and other
Austronesian nations. When the budget grows, MataTV may have its own news crew on
the ground in Taiwan.

3) News Production Activities - From the weekly selection of TITV news stories, our TV
news program, (biweekly) radio program (weekly), and magazine articles (monthly) will
be created.
 4) Marketing and Distribution Activities - Our goal is to maximize the reach and impact
of Taiwan’s indigenous news on global audiences. Partnering with Cultural Survival
allows our magazine articles to be seen by top academics and policymakers involved in
international indigenous rights, including people in the United Nations. Their radio
network includes over 1,400 radio stations for our radio program. TITV will broadcast
the English-language television news program in Taiwan, which can attract viewers who
want to improve English listening skills. We can also distribute the news video to
member broadcasters of the WITBN such as Maori TV, APTN, Thai PBS and more. The
ATAYAL organization and Bridge Studios will have opportunities to market the news
program to broadcasters through Austronesia.

5) Internet and Social Media Activities - With current technologies, we can grow a
dynamic fan base by developing the web site, podcasts, YouTube Channel and social
networks. We will be able to share our content and let viewers respond with comments
and questions, which we can reply to in our news magazine. Also, the MATA.news web
site can expand in the future to an international news web site, including content from
reporters and writers from all Austronesian nations, to become Austronesia’s most
comprehensive news resource.

Itinerary of Activities

July 20 - August 6 – Creating first (pilot) episode of video, radio, and print news article about
the President of Taiwan’s official apology to Indigenous People. This episode will be
distributed internationally immediately after it is completed.

August 15 – September 15 – International Fundraising Campaign for Season One of MataTV.

September 15, 2016 – Production begins for Season One of MataTV.

September 15, 2016 – Completion of the MATA.news web site – Phase 1

November 1, 2016 – Completion of the MATA.news web site – Phase 2

COOPERATING PARTNERS

Bridge Studios (http://www.taiwanbridge.com) – This company is

founded in Tainan City, Taiwan by Shu-min and Tony Coolidge,
and its purpose is to produce cultural and educational events and
projects in Taiwan. In 2013, it produced the Taproot Cultural Exchange Program (http://aceca-
taiwan.blogspot.com) in cooperation with the ATAYAL organization. In 2015-2016, it
produced the American Basketball English Program (http://www.basketballenglish.com) to
help Tainan City students to have breakthroughs in English language education.

Taiwan Indigenous TV (http://www.titv.ipcf.org.tw) –

Taiwan’s indigenous television broadcasting station provides
indigenous cultural news and features that promotes culture,
indigenous rights, and language preservation. Aside from providing programs, it has been an
influential force for indigenous advocacy. As an active member of the World Indigenous
Television Broadcasters Network (http://www.witbn.org), it provides Taiwanese indigenous
people with an international platform to share their voice. TITV had cooperated with the
ATAYAL Organization in the past by broadcasting its documentary film, Voices In The Clouds
《眾族同聲》, in Taiwan and bringing the film to the 2012 Nepal International Indigenous Film
Festival, where it won the top prize for best indigenous film (http://www.atayal.org/press-07-
18-2012.php).

ATAYAL Organization (http://www.atayal.org) – This

American 501(c)(3) non-profit organization (NGO) was
registered in the State of Florida in 2001. The ATAYAL Organization has been the leading
organization in North America educating global citizens about the indigenous culture of
Taiwan, producing cultural exchange events, videos and documentary films. More importantly,
the organization has been active building relationships between Taiwanese tribes and Native
American tribes and the tribes of Austronesia. As an American NGO, it is in a position of
raising funds in the USA for cultural projects.

Cultural Survival (http://www.cs.org) – This American

organization (NGO) is headquartered in Cambridge,
Massachusetts, and holds consultative status with the United
Nations. This organization is the foremost media company promoting the causes of indigenous
rights. It produces the widely respected magazine, Cultural Survival Quarterly, and hosts
Indigenous Rights Radio, which has been received by 1,461 radio stations in 55 countries.
ORGANIZERS
 Tony Coolidge (陳華友) - Producer/Foreign Correspondent Journalist -
Tony’s father was American and his mother was Taiwanese from the
Atayal tribe. His story can be seen in the internationally award-winning
documentary film, Voices in the Clouds 《眾族同聲》, produced by
Aaron Hose. He moved to Taiwan in 2009 to be a “bridge,” sharing
Taiwan’s culture with the world, and to create projects that expand
international cultural cooperation with Taiwan. Cultural and Education Projects include the
Taproot Cultural Exchange Program, Austronesian Film Festival and the American English
Basketball Program. Tony is currently an educator and journalist writing for newspapers and
magazines, with his work published in CNN.com, Taipei Times, and The News Lens. He is
also the East Asian Correspondent for Cultural Survival Magazine. Tony has been a business
owner of multimedia companies in the USA and a founder of NGOs. He received his
Bachelor’s Degree from the University of Texas at Austin.

Shu-min Coolidge (徐淑敏) - Treasurer - Shu-min is the co-founder of

Bridge Studios in Tainan, Taiwan. In Taiwan, she has been involved in
the organization of cultural and education projects. She is an experienced
translator and business owner. Mrs. Coolidge has been a professional
Chinese/English translator working in the USA for ten years on projects
for large companies in Orlando, Florida. She taught Chinese language to
honors students at the University of Central Florida and to members of the Orlando Magic
(NBA) organization. Shu-min earned a Bachelor's Degree from the Tamkang University (淡江
大學) of Tamsui, Taiwan.

Chun-Chiao (Tess) Yeh (葉春嬌) - Assistant Producer - Miss Yeh has

been an important detail-oriented volunteer for the Taproot Cultural
Exchange Program for the ATAYAL Organization, providing
professional translation services, research and organizing. She has also
provided her services for Bridge Studios. Miss Yeh had been a research
assistant at Academia Sinica (中研院) and is knowledgable about Taiwan’s social and
indigenous issues. She will be able to provide research, translation, and organizational services
for the MataTV program.

Tobie Openshaw (歐陽鋒) - Video Producer - The South African-born

filmmaker has lived in Taiwan for 17 years. With many years of
production experience internationally, his work has been seen on documentary channels such as
National Geographic, Discovery, and Al Jazeera. Tobie’s current passion lies with the
marginalized indigenous people of Taiwan, with several documentary and other projects in the
works. Tobie travelled to New Zealand in 2013 with Tony Coolidge, where they attended the
Wairoa Maori Film Festival and forged connections that are coming to fruition in this project.

Gary Smoke - Radio Program Producer - Gary Smoke is an American

who has been living in Taiwan for many years, serving as an educator,
cultural exchange promoter, and commercial voice and acting talent. Gary
has been on many TV commercials in Taiwan. He has served since 2010
as the ATAYAL Organizations Director of International Affairs,
responsible for creating culture exchange between Taiwan’s indigenous
tribes and Native American tribes. He has also organized many cultural events in Taiwan,
including co-organizing the Taproot Cultural Exchange Program in 2013.

Masao Aki (馬紹阿紀) - Cultural Consultant - Mr. Aki is currently an

Assistant Professor at Shih Hsin University. He was a previous Director at
Taiwan Indigenous TV and Producer at Public Television Service.
Professor Aki was a guest speaker at a Conference as part of the Tap Root
Cultural Exchange Program. He will serve as an advisor for the production
and distribution of the MataTV program.

Aaron Hosé (艾仁荷西) - Creative Consultant - Aaron Hosé is a

multilingual, three-time Emmy Award-winning video producer and
filmmaker, with fifteen years of experience in the film and video industry.
Expertise in documentary film development and production, corporate and
non-profit video, magazine TV series, operation of HD cameras and non-
linear editing and compositing systems. Currently producing video for the University of Central
Florida, the second-largest university in the United States. Also freelancing for domestic and
foreign production companies. In 2010 Aaron completed his début feature-length documentary
Voices in the Clouds, which he produced and directed in Taiwan. Since its release, the film has
screened and won awards at festivals in the Caribbean, Canada, U.S.A, Europe, Africa,
Australia, and Asia. He has produced other documentary films, which have toured the
international film festival circuit.

BUDGET

Budget Plan
The budget for the project will be divided into two parts. The first part is to create the pilot
television show, radio show and news article about President Tsai’s apology to Taiwan’s
indigenous peoples. That total budget of NT248,280 will be secured by August 6, 2016.

The second part will be the Annual Budget for Season One of MataTV, paying for the
production, marketing and distribution of 16 television episodes, 32 radio episodes, and 8
magazine articles to be produced between September 15, 2016 and May 15, 2017. The total
budget for Season One is NT2,895,800.

Part 1: Budget for Pilot Episode

• 5 days meals $120.00 - NT3,750

• 5 nights accommodations $451.00 - NT14,000
• Tainan/Taipei to train fares $1032.00 - NT32,000
• Tainan/Taipei to Pingtung train fares (4 people) $322.00 - NT10,000
• Gas for car travel $100.00 - NT3,100
• Two video cameras rental (3 days) $780.00 - NT24,180
• Translation and Interpretation Fees (25 hours) $403.00 - NT12,500
• Director Fee (37.5 hours) $483.87 - NT15,000
• Fee for Print Article for Cultural Survival Magazine and Newspapers (400 words) $145.00 -
NT4,500
• Producing Fee for 24-minute Radio Program for Cultural Survival (3 hours) $97.00 -
NT3,000
• Editing Fee for 24-minute Radio Program for Cultural Survival (5 hours) $161.00 - NT5,000
• Anchor Voice Talent Fee for 24-minute Radio Program for Cultural Survival (6 hours)
$290.00 - NT9,000
• Producer’s Fee for 24-minute TV News Program (90 hours) $1,935.00 - NT60,000
• Editing Fee for 24-minute TV News Program (45 hours) $1,935.00 – NT60,000
• Anchor/Interviewer Talent Fee for 24-minute TV News Program (10 hours) $483.87 -
NT15,000
• Atayal Tribal Indigenous Outfit For Anchor $161.29 - NT5,000

Part 1 Total Budget $8,009.03 – NT248,280

Part 2: Season One Budget (32 weeks)

• Legal Fees for contracts and copyright protection (40 hours) $4,000 - NT124,000
• 256 meals for 32 weeks $1,238.71 - NT38,400
• 64 nights accommodations $5,780.00 - NT179,200
• 64 Tainan/Taipei to train fares $3,303.00 - NT102,400
• 32 Radio program episodes (NT31,400 per episode) $32,412.00 - NT1,004,800
• 16 TV program episodes (NT77,000 per episode) $39,742.00 - NT1,232,000
• 8 news articles for Print (NT4,500 per article) $1,161.00 - NT36,000
• Phase 1 Web Site $2,000.00 - NT62,000
• Phase 2 Web Site $3,000.00 - NT93,000
• Web Site Server $1,000.00 - NT31,000

Part 2 Total Budget $93,413.00 - NT2,895,800

Budget Table

Distribution Unit Price Qty Total Price Calculation/Description

 
１、Staff Services Subtotal
（1）News Anchor Fee $48.00/hr 102 hrs $4,935.00 16 video episodes + pilot
（2）Voice Talent $48.00/hr 134 hrs $6466.00 32 radio episodes + pilot
（3）Translation Fees $19.21/hr 873 hrs $16,771.00 32 radio 16 videos + pilot
（4）Producing Fees $35.00/hr 284 hrs $9,972.00 32 radio 16 videos + pilot
（5）Editing Fees $38.00/hr 503 hrs $19,251.00 32 radio 16 videos + pilot
（6）Director Fees $19.00/hr 990 hrs $18,957.00 32 radio 16 videos + pilot
（7）Legal Fees $100.00/hr 40 hrs $4,000.00 Copyright and contracts
（8）Writing Fees 8 stories $145.12 $1,161.00 News articles written
 
２、Transportation Subtotal: $4,047.00
（1）Gasoline for Car $20 5 $100.00
（2）HSR Rail $49.00 74 $3,625.00
（3）Railway Tickets $40.25 8 322.00

３、Expenses Subtotal: $13,750.00

（1）Meals $4.92 276 $1,358.00
（2）Accommodations 69 nights $90.30 $6,231.00
（3）Atayal Costume $161.00 1 $161.00
（4）Web Server Rental $83/mo 12 mo $1,000.00
（5）Web Site Phase 1 $2,000.00 1 $2,000.00
（6）Web Site Phase 2 $3,000.00 1 $3,000.00
   
４、Misc Support Fees Subtotal: $780.00
　Camera Rental $130/day 6 $780.00
Total   US$98,889.00 – NT3,065,580

PHOTOS 柒 附件： 照片 

Gary Smoke, Lawa Kushin, Tony Coolidge and Shu-min Coolidge discuss details of
MataTV cooperation with TITV.
Shu-min Coolidge watches the professional TV production crew at TITV, which will work
with Bridge Studios to produce MataTV.

MataTV will be produced in Radio format by Gary Smoke for international broadcast.
On 06/29/2016, Tony Coolidge and Tobie Openshaw promoted MataTV on an ICRT
Radio Show in Taipei.

The Golden Drum Award for Best Film at the Nepal International Indigenous Film
Festival in 2012 was awarded to Voices In the Clouds, a documentary film about
Taiwan’s indigenous heritage, produced by Tony Coolidge.
 Masao Aki shares Atayal tribal culture at a conference in Taichung during the 2013
Taproot Cultural Exchange Program.

CONTACT INFORMATION 聯絡資訊

陳華友

橋樑工作室

Phone: (06) 795-3880

Cell Phone: 09 85153625

Address: No.28 Jhongsan Rd, Sigang District, Tainan City 72341 Taiwan

E-mail: tony@coolidge.biz

Web page: http://www.atayal.org/mata-news.php