Roundtable: (Fake) News Wars, Woeful Chargers And Padres, New Moves At The Opera And Symphony

FIVE FROM THE NEWSROOM, I AM TAREN MENTO. PRESIDENT ELECT DONALD TRUMP HAS FILLED TWO MORE TOP ADMINISTRATION POST KT McFARLAND WILL SERVE AS DEPUTY NATIONAL SECURITY ADVISER..ORG WHEN GONE IS A WHITE HOUSE COUNSEL. TRUMP CONFIRMED THE PICS IN A STATEMENT FROM HIS TRANSITION TEAM. HE HAD ALREADY TAPPED MICHAEL FLYNN AS HIS NATIONAL SECURITY ADVISER. STOCKS HAVE FINISHED HIGHER ON A HOLIDAY SHORTENED TRADING DAY. DISCONTINUES A RECORD-SETTING RUN. THE DOUBT AND OTHER MAJOR MARKET BENCHMARKS RENEWED RECORD HIGHS. UTILITIES AND PHONE COMPANIES POSTED SOLID GAINS. ELLEN -- ENERGY COMPANIES FELL. SOUTHERN CALIFORNIA HEAT SEASON IS OFF TO A LIMITED START. BIG BEAR OPENED FRIDAY. SOUTHERN CALIFORNIA MOUNTAINS HAVE RECEIVED A BIT OF SNOW THIS FALL AND CONDITIONS HAVE BEEN HAVE -- HAVE ENABLED SNOWMAKING. NURSES HOPE TO REACH AN AGREEMENT. THEY PLAN TO WALK THE PICKET LINES ON MONDAY AND THE TERM -- AND RETURNED TO WORK ON DECEMBER 1. ABOVE AVERAGE TEMPERATURES TODAY WITH LOTS OF SUNSHINE ASK AFFECTED. WEATHER GOES DOWN HOW -- DOWNHILL FOR THE REST OF THE WEEKEND. STORMS MOVE INTO SOUTHERN CALIFORNIA'S TOMORROW NIGHT. SNOW LEVELS WILL DROP DOWN TO 5500 FEET. SAN BERNARDINO COUNTY COULD SEE ACCUMULATING SH NO WITH A COUPLE OF INCHES THERE. RAINFALL WILL BE ABOUT A HALF AN INCH. SYSTEM NUMBER TWO COMES IN ON SUNDAY AND BRINGS MORE RAIN. TODAY WE HOLD ONTO SUNSHINE. READINGS ARE IN THE 70s. COLDER TONIGHT IN THE 30s AND 40s. SATURDAY PARTLY CLOUDY SKIES.'S SHOWERS AND THUNDERSTORMS WILL CONTINUE FROM SATURDAY INTO SUNDAY. MONDAY WE TRY THINGS OUT WITH SUNSHINE AND HIGH OF 63. DRY WEATHER AND WARMER TEMPERATURES ON TUESDAY AND WEDNESDAY. THERE IS A LOOK AT THE SURF REPORT. GOOD AFTERNOON, IT IS A GORGEOUS SUNNY FRIDAY. THE BUOY REPORTS SWELLS AT 2 1/2 FEET. THE SURF HAS A BIT OF TEXTURE. THE WAVES ARE 3 TO 4 FEET. THE TIDE IS DRAINING WHICH IS HELPING. WE'RE SEEING LONG LINES WRAPPING IN. IT IS A BIT INCONSISTENT BUT OVERALL A NICE DAY IF YOU ARE CALLING -- BUT IF YOU ARE ABLE TO GO TO A PROTECTED AREA. THE OCEAN IS 62 DEGREES. LOOKING AHEAD WE HAVE BACK TO BACK GRAIN SYSTEMS MOVING THROUGH THE COUNTY OVER THE WEEKEND. HELLO. I AM STEPHEN DUCTWORK. JORDAN EACH SATURDAY. WE ASK QUESTIONS LIKE, IS THE INTERNET BEING RUINED? WHAT ARE GENDER BARRIERS MADE UP HOW MUCH DOES THE PRESIDENT OF THE UNITED STATES REALLY MATTER? YOUR SATURDAYS ARE NOW EVEN BETTER. PLEASE JOIN US FOR FREAKONOMICS. THE BEST LOCAL STORIES ARE NOW AVAILABLE AS A POP -- PODCAST. THIS AND NOW. THIS IS SANDAG FM. FACEBOOK TRIES TO FIGURE OUT WHAT TO DO ABOUT FAKE NEWS. MANAGES WHAT MOOD -- NEWS THEY AGREE WITH. THE CHARGERS ARE FOR AND 60 THE CHARGERS ARE FOR AND 61 IN THE SPORTS WORLD IS GOING ON? BOTH THE SAN DIEGO OPERA AND SYMPHONY ARE FINDING NEW WAYS TO REACH AUDIENCES. THE ROUNDTABLE STARTS NOW. WELCOME TO OUR DISCUSSION. I AM MARKS OUR. JOINING ME AT THE ROUNDTABLE ARE MAPPED OF ALL AND OPINION DIRECTOR. GOOD TO HAVE YOU BACK. A JOURNALISM PROFESSOR AT THE UNIVERSITY OF SAN DIEGO. J HARRIS, GAME OF MY LIFE AUTHOR. GOOD TO HAVE YOU HERE. NINA GAREN HEARTS. PRODUCER FOUR HOUR NEWS. SOME HEADLINES. THE POPE ENDORSES DONALD TRUMP. A KEY FBI AGENT TURNS UP DEAD. THOSE PROTESTING TRUMP SELECTION ARE PAID PROFESSIONALS. I'M SURE YOU'VE GUESSED BY NOW THAT THESE ARE FAKE HEADLINES AND OUTRIGHT LIES. THESE PERMEATED THE CAMPAIGN. THERE WERE PUT FORTH ON THE INTERNET FOR PROFIT THIS IS KIND OF YELLOW JOURNALISM. WE TALKED ABOUT -- WE HEARD ABOUT THAT ABOUT A CENTURY AGO.'S BECOME A BIG STORY HERE LATELY. WHAT IS GOING ON. EVEN FACEBOOK IS SOLD -- SOUL-SEARCHING. GOOGLE ALSO MADE NEWS AFTER THE ELECTION. THEY ARE TRYING TO IDENTIFY AN ISSUE THAT SURFACED DURING THIS CAMPAIGN. IT'S INTERESTING THAT AFTER THE LAST ELECTION, FACEBOOK PUT ITS SHARE BUTTON ON MOBILE DEVICES. NOW IT IS SO EASY TO SHARE, PEOPLE ARE DOING IT. YOU MENTIONED SOME HEADLINES. THERE ARE MANY EXAMPLES. IT IS A SYMPTOM OF A BROADER PROBLEM WHICH IS, PEOPLE DON'T NECESSARILY TRUST JOURNALISM THE WAY THEY DID. WE NEED TO TACKLE THIS. WE WILL GET INTO ALL OF THAT. I WANTED TO ASK EVERYONE HERE, WE HAVE ALL WORKED IN JOURNALISM FOR A LONG TIME. THE MEDIA SITE BUZZFEED DID A STUDY AT THE TIME OF THE ELECTION. THEY TOOK 20 FAKE ELECTION STORIES ON FACEBOOK AND THEY WERE SHARED AID POINT 7 MILLION TIMES. THEY COMPARED THAT FOR THE THE TOP 20 FROM MAIN STREET MEDIA. THE FAKE NEWS IS MORE POPULAR AND IS GOING THAT WAY. IS THIS THE PROBLEM? WHEN I TALK TO MY STUDENTS AND ASKED THEM, DO YOU KNOW WHAT IS FAKE NEWS? BASED DO YOU KNOW BUT EVERYTHING IS SO EASY RIGHT NOW ON SOCIAL MEDIA. IT'S INSTANTANEOUS. YOU CAN SEND IT. WZ TO SIT AROUND THE WATERCOOLER THE NEXT DAY AND SAY WHAT WE TALKING ABOUT, WHAT'S HAPPENING THIS IS HOW THEY TALK TO ONE ANOTHER RIGHT NOW. THEY KNOW IT IS INTERESTING AND THEY KNOW IT IS OUTRAGEOUS. THEY WANT TO SEE WHAT OTHER PEOPLE ARE SAYING AND THEN THEY SEND IT ON. THAT IS AN INTERESTING POINT. IN THE WATERCOOLER, YOU DIDN'T KNOW WHERE EVERYBODY STOOD. YOU MIGHT GET SOME PUSHBACK OVER DIVERSE IDEAS. YOU ARE SILOED. YOU KNOW YOU SEND IT TO PEOPLE THAT AGREE WITH YOU. I THINK IT WAS THE WALL STREET JOURNAL THAT CREATED A STEREO TYPICAL CONSERVATIVE FACEBOOK FEED THEN THE LIBERALS ONE. THEY ARE COMPLETELY DIFFERENT. WE'RE SELF-SELECTING OUR NEWS. THAT IS WHAT ISSUE. THERE IS A SPECTRUM OF NEWS. IS FROM THE SMALL PAPER TO THE NEW YORK TIMES. THAT IS ONE WAY TO CARVE UP NEWS. THERE IS ALSO -- THERE ARE ALSO SITES LIKE BREITBART. NEWS IS WORKING ITS WAY THROUGH NETWORK NEWS. WE HAVE TO TEACH CHILDREN HOW TO DIFFERENTIATE BETWEEN REVENUES AND FAKE NEWS. ONE OF THE THINGS I THINK WE ARE GUILTY OF AS JOURNALISTS, WE HAVE NOW GOTTEN TO THE POINT WHERE IT IS A SPECTATOR SPORT. WE HAVE NOT DONE THEIR JOBS. IT HAS TO BE INTERESTING. WE HAVE CELEBRITY ASPECT WITH DONALD TRUMP. WE HAVE TO SHOW CONFLICT IN THE OLD DAYS WE JUST SHOWED THE FACTS. WE GAVE PEOPLE FAX AND THEN THE CITIZEN MADE UP HIS OR HER MIND. WE HAVE TO REMEMBER HOW WE ARE PRESENTING IT EITHER THROUGH A SATIRICAL LENDS A LIBERAL LENS ETC. PEOPLE WANT TO BE ENTERTAINED. I THINK AS JOURNALISTS WE HAVE TO GO BACK TO THE BASICS AND SAY LOOK, HERE IS THE INFORMATION. IT MAY NOT BE EXCITING BUT HERE IS THE INFORMATION. WITH THAT SAID, PEOPLE ARE GOING TO POINTS TO VALIDATE THEM RATHER THAN TO INFORM THEM. I WANT TO GO TO PRESIDENT ELECT DONALD TRUMP. FOR 60 YEARS HE CHAMPIONED ALLY. HE SAID THE PRESIDENT WAS NOT BORN IN THE UNITED STATES. AN ENORMOUS AMOUNT OF PEOPLE BELIEVE THAT. SOME STILL DO. HE IS GONE AND TWEETED OUT FALSE THINGS RIGHT UP UNTIL THIS WEEK. HE KEEPS DOING THAT. HE GETS AWAY WITH IT. PEOPLE DON'T TAKE THE TIME TO UNDERSTAND WHAT THE TRUTH IS. AND OUTLET FOR JOURNALISM WILL HAVE YOU USE RESPECTFUL SOURCES. IT IS A COMPILATION OF FACTS. ANOTHER SITE MAY NOT DO THAT. IT SOUNDS LIKE YOUR STUDENTS KNOW, BECAUSE YOU PROBABLY TAUGHT THEM VERY WELL. BECAUSE THERE IS A STANFORD UNIVERSITY STUDY THAT JUST CAME OUT THAT SAYS STUDENTS CAN'T DIFFERENTIATE BETWEEN A NEWS COMMENT -- ARTICLE AND SPONSORED CONTENT. THEY WON'T KNOW WHICH TO TRUST. THAT IS A BIG PROBLEM. LOOK AT IT ON A LEGITIMATE LOOKING WEBSITE AND IT LOOKS LIKE IT COULD BE THE NEW YORK TIMES. IT COULD BE FAKE THE KIND OF LOOK THE SAME. IF YOU LOOK HOW JOURNALISTS HAVE BEEN DOING THEIR JOBS, WE HAVE PEOPLE WHO HAVE PUT TOGETHER NEWS RELEASES. THEY LOOK AND SOUND REAL. THEY HAVE BEEN CREEPING INTO THE NEWSCAST. THIS IS SOMETHING THAT A LOT OF PEOPLE CAN'T MAKE THE DIFFERENCE BETWEEN WHAT IS ACTUAL NEWS AND WHAT IS FAKE. SOMETIMES THE PEOPLE WHO ARE THE JOURNALISTS, DON'T CARE. WHAT YOU'RE SEEING IS, PEOPLE ARE DOWNSIZING THE DOWN/THE NEWSROOM. YOU START TO STORIES OUT. SOMETIMES CONFLICT IS A LOT EASIER TO COVER EVEN IF IT IS NOT REAL AND PEOPLE ARE TALKING ABOUT IT. WHAT IS NEWS? IS IT WHAT PEOPLE ARE TALKING ABOUT WHAT YOU SHOULD KNOW? THAT IS SOMETHING WE HAVE TO GO BACK TO. WE HAVE BOTH SEEN THE NATIONAL INQUIRY PEOPLE CHUCKLED WHEN THEY GOT THROUGH THE NEWSLINE AND EVERY BUDDY UNDERSTOOD THAT. IT SEEMS LIKE WE'VE BEEN LOST IN THIS. IT'S GOOD TO GET IT FIRST BUT FIRST GET IT RIGHT. I KNOW YOU DON'T HEAR THAT ANYMORE. MOST PEOPLE WHO SHARE THAT REALIZE THAT. SOME OTHER SITES MIGHT BE AGENDA DRIVEN. OR THEY BURY THE DISCLAIMER THAT THIS IS THE ENTITY USE OR NOT REAL NEWS. IF YOU ARE MAKING FUNNY WITH -- IF YOU ARE MAKING MONEY WITH CLICKS OR HAVE BEEN, LET ME SHIFT GEARS. HOW MUCH MEDIA RESPONSIBILITY HOW MUCH OF THE MEDIA WAS RESPONSIBLE FOR THAT AND GAVE THE BILLIONAIRE FREE ADVERTISING. I THINK THEY WERE VERY RESPONSIBLE. LESS NUMEROUS SAID HE MAY NOT BE GOOD FOR AMERICA BUT HE IS DAMN GOOD FORK THE PUBLIC. HE WOULD SAY THINGS THAT PEOPLE AND SAY, WHAT DID HE SAY TODAY? WHAT DID HE SAY NOW, IT WAS ENTERTAINMENT. NOBODY CALLED HIM ON IT FROM THE VERY BEGINNING. I THINK THAT WAS A BIG PROBLEM. BY THE TIME THEY WANTED TO GO AFTER HIM, HE HAD ARTIE GODDEN ALL THIS EXPOSURE AND BELIEVABILITY. BECAUSE OF THAT HE HAD CREDIBILITY FROM A LARGE SEGMENT OF THE POPULATION. SEMITONE AROUND TO THE AUDIENCE. MANY AMERICANS JUST DON'T CARE ABOUT THE [ INAUDIBLE ] OF THE CANADA. IS THAT WILLFUL? THIS IS AN UNUSUAL ELECTION. TRUMP NEW HOW TO MANIPULATE THE MEDIA. HE KNEW HOW TO MOVE AROUND TO GET HIS MESSAGE OUT. IT WAS A RECEPTIVE AUDIENCE. PEOPLE FELT LEFT OUT OR LEFT BEHIND. I DO THINK WE NEED TO, AS AN INDUSTRY DO SOME SELF REFLECTION AND TRY TO THINK ABOUT HOW TO GET NEWS STORIES OUT THERE TO BE, HOW DO WE DECIDE WHAT IS REAL NEWS? LET'S GET THAT IN FRONT OF OUR READERS AND LISTENERS. IT SEEMED LIKE WE HAD A REAL UNDERSTANDING FOR DECADES. IT'S ALL BLURRED NOW. NOW THERE ARE A ZILLION WEBSITES. IT IS INCUMBENT UPON THE CONSUMER TO FIGURE OUT WHAT IT IS. HEARST AND YELLOW JOURNALISM AS I SAID HAS BEEN AROUND FOR OVER A CENTURY. WITH -- WHEN WE WON THE WAR WITH SPAIN, ONE THING I WOULD LIKE TO ASK, YOU SEE THAT TRUMP INVITED A FEW PEOPLE TO THAT TRUMP TOWERS TO TALK ABOUT WHAT IS GOING ON. IT WAS AN OFF THE RECORD DISCUSSION. HOW IS THAT ALLOWED? THAT IS PROBLEMATIC. WAIT A MINUTE. WE'RE ABOUT WATCHDOGS. THE NEW YORK TIMES INSIST THAT IT WAS ON THE RECORD. THEY LIVE TWEETED AN INTERVIEW. PEOPLE COULD WATCH THE QUESTIONS THAT WERE BEING ASKED AND SEE TRUMP'S ANSWERS. THE ONLY WAY YOU COULD GET ACCESS TO THE OFF THE RECORD, WAS FIVE PEOPLE LEAKING IT. THAT WAS, YOU HAVE TO ASK THOSE EXECUTIVES AND PERSONALITIES WHY THE GROUND RULES WORK AGREED TO. HE HASN'T HAD A PRESS CONFERENCE SINCE JULY. HE HAD THE VIDEOTAPE. IT IS UP TO JOURNALISTS TO CALL THEM OUT. WE HAVE PLENTY MORE TO TALK ABOUT AND WE WILL AS WE GO FORWARD. WE WILL CHANGE THE TOPIC NOW THOUGH. THE CHARGERS DREAM OF A NEW STADIUM DOWNTOWN. BACK UP SPIKED ON ELECTION DAY. THE SAN DIEGO PADRES FINISHED ANOTHER DISMAL CAMPAIGN IN THEIR 12-YEAR-OLD DOWNTOWN STADIUM. THAT WAS APPROVED BY THE VOTERS FROM A WORLD SERIES OF PARENTS. LET'S TALK WITH -- ABOUT THAT NOTION. HOW MUCH DO SUCCESS TRANSLATE TO SPENDING MONEY. EVERYBODY WANTS TO GO TO -- GO WITH THE WINNER. THE PADRES HIT A HOMERUN BECAUSE THEY WENT TO THE WORLD SERIES. YOU ALSO HAVE TO LOOK AT THE BLUEPRINT AND TEMPLATE AND HOW THE WHAT -- PADRES WENT ABOUT IT. JOHN MORRIS IS NOT A GREAT CAMERA GUY BUT, THEY GOT EVERYBODY TOGETHER. THEY HAD THE CONSENSUS ARTIE BUILT WHEN THE CHARGERS WHAT IT SEEMED LIKE WILL THIS IS WHAT WE HAVE WRITTEN UP AND MAYBE THESE GUYS. THE PADRES HAD EVERYBODY PULLING THE ROPE IN THE SAME DIRECTION. THEY HAVE BEEN ALL OVER THE PLACE. THEY WANTED IT DOWNTOWN OR IN MISSION VALLEY OR FLOATING STADIUMS AND IT IS 10 YEARS OF WHAT IS GOING ON. MESSAGE IS CLEAR THAT THE TAXPAYERS DON'T WANT TO PAY FOR IT. THAT IS CHANGED? THE DIRE OF/DOLLARS HAVE CHANGED TO. WE'RE TALKING ABOUT $2 BILLION NOW. THEY WILL HAVE ALEC EVADERS AND EVERYTHING. EVERYTHING WILL ACCEPT PUBLIC MONEY. PUBLIC -- PEOPLE DRAW THE LINE AND SAY WE DON'T WANT TO DO THAT. THIS WAS A ONE-SIDED BAD PLAN. IT COULD HAVE A BETTER OPTION FOR THE USE OF THE LAND. WE THOUGHT MAYBE WE COULD TRY SOMETHING DOWN THE ROAD. WE KNOW THIS IS NOT GOING TO PASS. THOSE COOL/BOWLS ARE NEVER WRONG RIGHT NEXT SOME OF THAT WAS A SUPPORT VOTE. I AM WONDERING, YOU'RE TALKING ABOUT PADRES GOING FOR THEIR STADIUM. WE WENT TO THE WORLD SEES IT BEST SERIES AND EVERYBODY WAS BEHIND US. THEY HAVE BEEN TO ONE SUPER BOWL -- SUPER BOWL IN A CENTURY. I TEND TO AGREE. YOU HAVE TO PUT A GOOD PRODUCT OUT ON THE FIELD. NINTH STRAIGHT YEARS, THEY HAVE NOT MADE THE PLAYOFFS. IT DOESN'T LOOK LIKE WE WILL MAKE IT THIS YEAR. WHEN YOU'RE ASKING PEOPLE TO INVEST MORE AND MORE IN A PRODUCT AND THEN THEY SAY, GIVE ME SOMETHING COMING BACK AS WELL. I THINK THAT COMES INTO PLAY. WENT UP YET THEY ARE STAYING WITH THE COACH AND THE GM. THEY FIRED ONE COACH WHO HAS WON 13 GAMES. THESE PEOPLE THEY ARE STANDING BY? WHAT'S THE MESSAGE THERE. IT'S OKAY. IF YOU GO FOR 12, YOU'RE USUALLY NOT AROUND THE NEXT YEAR. I'M NOT SURE THAT THAT WAS WHAT HE SAID HE WAS GOING TO DO IN HIS INTERVIEW WHEN HE APPLIED FOR THE JOB. LET'S TALK ABOUT THE PADRES. SOME DISMAL SUCCESS FOR THEM. THEY HAD A SEASON OF TURMOIL. WHAT HAPPENED THE AGE A MANAGER WAS REPRIMANDED AND SUSPENDED FOR 30 DAYS. HE HAD TWO SETS OF BOOKS ON MEDICAL FILES FOR PLAYERS. THAT IS A LINE THAT IS USUALLY NOT CROSS. YOU CAN HAVE FRONTIER JUSTICE ON TOP OF THE 30 DAY SUSPENSION. IT IS LIKE BUYING A USED CAR FROM A GUY THAT SAID THE ODOMETER BACK. HE MIGHT BE THE CEO OF THE ORGANIZATION BUT HE WAS LET GO AS WELL. THE OWNER SAID HE IS HERE FOR AS LONG AS HE WANTS TO BE. THE FRONT OFFICE IS A LITTLE SHAKY. ON THE FIELD X STRAIGHT LOSING SEASONS. THAT SPEAKS FOR ITSELF. YES IT DOES. IT IS A YOUNG TEAM, THEY ARE GOING TO TRY TO DRAFT SOME YOUNG GUYS TO COME THROUGH FOR THEM. BASEBALL FANS, YOU SAW SOME PLAYERS, THEY ARE ALL OVER THE PLACE. THE CUBS. YOU LOOK AT THAT MANAGERS AND YOU KNOW WHEN HE WAS IN SAN FRANCISCO. SAN DIEGO, IS SEEMS LIKE THEY ARE RAISED HERE AND GO ON TO PLAY SOMEPLACE ELSE WHAT ABOUT ATTENDANCE? IT SLIPPED A LITTLE BIT. THEY HAD THE ALL-STAR GAME AND THAT'S RARE. USUALLY YOU GET MORE FANNIES IN THE SEATS BECAUSE PEOPLE WANT THE ALL-STAR TICKETS. THE PARK IS SO MUCH FUN TO GO TO. IT IS A SHAME BECAUSE THERE IS NOT A GOOD TEAM ON THE FIELD. THE COLLEGES AND HIGH SCHOOLS. IF THEY EVER COULD GET IT RIGHT, IT WOULD BE A LOT OF FUN DOWN THERE. AS WE SIT HERE IN THE WINTER, WILL BE EXCITING NEXT SPRING? I THINK THE SLOGAN WOULD BE EMBRACED THE PROCESS. [ LAUGHTER ]. IT IS A PROCESS OF WATCHING THESE GUYS GROW. IS GOING TO BE THIS LOGO THE NEXT THREE YEARS OR SO. THEY HAVE THAT BIG SPLASH A COUPLE OF YEARS AGO. NOW, THAT IS ALL GONE. YOU ARE HOPING THAT WHAT THEY PLAN LESSONS INTO SOMETHING. THIS TALK ABOUT SOME OTHER FOLKS TRYING TO SELL TICKETS. ALMOST 3 YEARS AGO THE OPERA WAS PREPARED TO BRING THE CURTAIN DOWN FOR GOOD. AFTER RESCUE BY PATRONS AND HIRING A NEW GENERAL DIRECTOR, WE HAVE SOME'S -- SUMS THE ABILITY BACK. THEY ARE REACHING OUT TO NEW AUDIENCES. THE SYMPHONY ALSO IS. LET'S START WITH WHY IT IS IMPORTANT FOR THE OPERA AND THE SYMPHONY TO GO AFTER THESE NEW AUDIENCES. THEIR AUDIENCES ARE 80 -- AGING. THEY NEED TO KEEP PEOPLE SUBSCRIBING AND IN THE SEATS. THE COMMUNITY IS CHANGING. IT'S IMPORTANT TO DO IT -- TO ADAPT TO THAT NEW COMMUNITY. WHAT ARE SOME OF THE THINGS THAT THEY ARE TRYING TO DO SPECIFICALLY? THEY ARE SPREADING THE WORD WITH FREE COMMUNITY PERFORMANCES. RECENTLY THE OPERA TOOK AN ENGLISH VERSION OF CINDERELLA AND PUT IT ON THE TROLLEY TRACKS. PEOPLE COULD COME TO STOPS AND WATCH CINDERELLA. IT WAS VERY WELL RECEIVED. ABOUT 75% WERE NEW PEOPLE COMING TO SEE THEM. THEY OFFER DEEP DISCOUNTS FOR FAMILIES. THEY HAD CHILDREN IN THE AUDIENCES. PEOPLE DEFINITELY ARE TAKING ADVANTAGES -- ADVANTAGE OF THE NEW PRICING. THE OPERA IS GOING TO KEEP THIS FOR THE WHOLE SEASON BECAUSE IT WAS WORKING SO WELL. YOU'VE SEEN THEM DO SIMILAR THINGS. THEY HAVE KICKOFF PARTY ZEN LIKES. THE OLD GLOBE JUST FINISHED DOING SHAKESPEARE IN PLACES LIKE SENIOR CENTERS, THEY WENT TO THE PRISON, THEY WENT TO A LIBRARY. PLACES WHERE PEOPLE THINK THEY CAN'T AFFORD TO GO TO THE THEATER AND THEY DON'T GET THAT OPPORTUNITY. THEY TOOK IT TO THOSE AUDIENCES. TO GO TO THE OPERA AND SYMPHONY JAPE. I SAW PHANTOM OF THE OPERA ONCE. I THINK THE KEY IS MAKING IT MORE FOR -- MORE AFFORDABLE. MAKE IT AFFORDABLE. THOSE COMING FROM SOMEBODY WHO SEES PEOPLE PAY $150 TOTAL FOOTBALL GAME. THERE ARE FINANCIAL STRUGGLES WITH DIFFERENT PROGRAMS. WHAT ARE THEY DOING IN THAT REGARD? THE OPERA ADJUSTED SOLDIER SONG. THAT WAS AN OFFER THAT LOOKED AT THE PRICE OF WAR ON AN INDIVIDUAL. THE DID NOT GET THE GIANT THEATER, TICKET PRICES WERE MUCH LOWER. IT WAS AIMED AT VETERANS AND MILITARY MEMBERS. WE HAVE A BITE FROM DAVID BENNETT. LET'S HEAR THAT. I THINK, OPERA CAN BE EXPRESSED IN A LOT OF WAYS. IT CAN BREAK SOME OF THE PRECONCEIVED BARRIERS THAT MIGHT HAVE NOT ALREADY ATTENDED. IT IS ENGAGING. IT CAN BE VERY IMMEDIATE AND TELL OUR STORIES. IT CAN TELL OUR STORIES AND REACHES VERY PROFOUNDLY. HOW IS THE OPERA DOING? THERE OPERATING MUCH SMARTER. THEY ARE DOING SMALLER SHOWS. FOR CINDERELLA THEY HAVE AMERICAN SINGERS. THEY BROUGHT IN AMERICANS AND THEY DID A WONDERFUL JOB. PEOPLE ARE NOW TALKING ABOUT THE OPERA AS SOMETHING TO DO. IT'S NOT JUST AN OPENING NIGHT GALA CROWD. THE SYMPHONY ALSO? THEY WANT NEW AND YOUNGER PATRONS. LET'S HEAR THE SPOT. INSPIRATION, IT IS WHAT YOU WANT AS AMERICANS. FROM SMALL TOWNS TO BIG CITIES. IT IS EMBEDDED IN OUR DIVERSITY AND TRIUMPHS AND CHALLENGES THAT BIND US TOGETHER. EACH IS OUR COLLECTIVE STORY TOLD BY THOSE INSPIRED BY AMERICA. THIS JANUARY, SAN DIEGO'S HAVE A REASON TO CELEBRATE OUR AMERICAN MUSIC. WE HAVE A LOT OF VISUALS THERE. OBVIOUSLY THEY ARE AIMING AT A YOUNGER AUDIENCE. IT IS JACKIE KENNEDY AND MLK AND INTERSPACE WITH PEOPLE IN A CONVERTIBLE. THEY ARE TRYING TO SEND A MESSAGE THAT WE ARE ALL FANS OF MUSIC. IT BRINGS US TOGETHER AND THEY CAN CELEBRATE MUSIC, WE CAN ALL FIND SOMETHING THAT WE LIKE. THE SYMPHONY IS THE METHOD. THE PLAYHOUSE IS ALSO DOING SOME THINGS. THEY HAVE TO BROADEN THEIR HORIZONS? YES. THE DEMOGRAPHICS ARE CHANGING. THE PLAYHOUSE IS DOING A GOOD JOB OF DIVERSIFYING. ONE WILL WEAVERS -- SEE THIS REFLECTED IN TICKET SALES AND ALL. HOPEFULLY WE ARE SEEING IT NOW. THE SYMPHONY SAID IT HAD ITS BEST SUMMER POPS EVER. THE OPERA SAID IT IS SEEING MORE PEOPLE AND THESE NEW PLAYS ARE BRINGING AUDIENCES THAT HAVE NOT USUALLY COME TO THE THEATER BEFORE. J, YOU GONNA BUY A TICKET? USUALLY AM A GRATEFUL DEAD GUY BUT I'LL PITCH IN. THE WHO ALSO WORKS FOR ME. OKAY. WE ARE OUT OF TIME. I WOULD LIKE TO THANK MY GUESS, MATTHEW HALL OF THE SAN DIEGO UNION TRIBUNE. GEENA LOU ANN J PIERCE., REMINDER, ALL THE STORIES WE DISCUSSED TODAY ARE AVAILABLE ON OUR WEBSITE. THANKS FOR JOINING US ON THE ROUNDTABLE.