>> Ted: NEXT ON ARIZONA HORIZON, OUR SERIES ON VOTING AND ELECTIONS CONTINUES WITH A LOOK AT HOW CANDIDATES ATTEMPT TO SELL CAMPAIGN MESSAGES AND CONTROL HOW MESSAGES GET OUT.

THAT AND MORE UP NEXT ON ARIZONA HORIZON.

GOOD EVENING AND WELCOME TO ARIZONA HORIZON.

THE U.S. SUPREME COURT TODAY DECLINED TO TAKE UP A CASE INVOLVING FEET FETAL PERSONHOOD.

TWO PEOPLE SUED THE STATE OF RHODE ISLAND ASKING FOR CLASSIFICATION ON WHETHER OR NOT FETUSES HAVE CONSTITUTIONAL RIGHTS AND HAVE LEGAL STANDING ON A STATE STATUTE AND THE COURT DECIDEDDECIDE DECLINED TO HEAR THE CASE.

>>> THE BIDEN ADMINISTRATION HAS A SITE TO LAUNCH TO DELIVER DEBT RELIEF BY THE START OF NEXT YEAR AND THE PLAN CANCELS UP TO $10,000 IN STUDENT DEBT FOR THOSE MAKING LESS THAN $125,000 A YEAR AND UP TO $20,000 ARE ELIGIBLE PELL GRANT RECIPIENTS.

AS FOR THE WEBSITE, OFFICIALS TRIED TO KEEP THE ONLINE PROCESS AS SIMPLE AS POSSIBLE WITH NO NEED FOR BORROWERS TO UPLOAD DOCUMENTS.

>>> ANGELA LANSBURY DIED,.

SHE WAS 96.

SHE STARTED AS A YOUNG FILM STAR AND CELEBRATED BY MANY ON BROADWAY, MORE MAME AND GYPSY AND HER MOST FAMOUS IN "MURDER, SHE WROTE" FOR WHICH SHE RECEIVED 12 EMMY NOMINATIONS.

ANGELA LANSBURY, DEAD AT 96.

>>> WE CONTINUE OR SERIES ON ASPECTS OF THE ELECTION PROCESS BY LOOKING AT WAYS OF CAMPAIGNS ATTEMPT TO SELL THEIR CANDIDATE'S MESSAGE AND JOINS US IS CHUCK COUGHLIN, CEO OF HIGH HIGHGROUND AND JASON BARRAZA.

GOOD TO SEE YOU BOTH.

CHUCK, MARKETING CANDIDATES, HOW VITAL TO CAMPAIGNS?

>> INCREDIBLY VITAL.

IT'S THE NARRATIVE OF THE CAMPAIGN IS THE LIFE BLOOD OF A CAMPAIGN BECAUSE WHAT YOU WANT TO TRY AND ESTABLISH WITH THE CANDIDATE IS A NARRATIVE THAT CARRIES THROUGHOUT THE CAMPAIGN AND THE MEDIA AND OTHERS CAN FOLLOW AND THAT YOUR OPPONENT IS REACTING TO.

>> Ted: AND ADS?

>> IT'S WHY VOTERS SHOULD COME INTO YOUR CALM ON ELECTION DAY.

>> Ted: WHAT'S THE BEST KIND?

>> IT'S WHAT YOU'RE TRYING TO COMMUNICATE AND WHETHER THERE IS A PERSUASION TYPE OF AD OR A FUNDRAISING TYPE OF AD.

IF WE'RE TALKING ABOUT PERSUASION, YOU WANT TO BE ON TV AND TALKING TO THE VOTERS WHILE YOU HAVE A CAPTIVE AUDIENCE AND WATCHING THEIR NIGHTLY TV SHOWS.

>> Ted: FOR THAT MESSAGE, CHUCK, IS IT I'M GREAT OR IS THE MESSAGE, THEY'RE NOT?

>> START OFF WITH I'M GREAT AND THAT INTRODUCTORY NARRATIVE OF YOUR BACKGROUND BECAUSE THE RULE OF THUMB IS, YOU CAN'T CRITICIZE SOMEBODY ELSE BEFORE YOU ESTABLISH YOUR OWN IDENTITY.

SO YOU HAVE TO ESTABLISH YOUR OWN IDENTITY FIRST AND SOMETIMES CAMPAIGNS MAKE THAT MISTAKE OF LOOKLOBBYING THE HAND GRENADE.

>> Ted: PEOPLE HAD NEGATIVE ADS AND TIRED OF SEEING THEM AND MUST WORK OR WE WOULDN'T BE SEEING THEM.

>> IN THE CURRENT ELECTION SYSTEM, THEY'RE BREAD AND BUTTER AND CONTRASTING WITH A AND B AND YOU HAVE AN A AND B CHOICE.

IT'S A LOW TURN-OUT CYCLE AND YOU DON'T SEE THAT MUCH OF THOSE CAMPAIGNS.

WE DID IN THIS LAST CYCLE BECAUSE ONE CANDIDATE HAD A LOT OF MONEY AND THAT'S A RARITY THAT YOU SEE A LOT OF ADVERTISING IN A PRIMARY, BUT ONCE IT'S DOWN TO THE GENERAL, IT'S CANDIDATE A OR CANDIDATE B.

>> Ted: I KNOW THE ANSWER TO THIS, BUT I'LL ASK IT ANYWAY.

CAN YOU ADVERTISE TOO MUCH?

>> IF YOU'RE COMMUNICATING THE WRONG MESSAGE, UNCAN, YOU CAN.

BUT YOU SET WHAT YOUR CAMPAIGN IS ABOUT AND WHAT YOUR CANDIDACY IS ABOUT AND IT'S REPETITION AND HITTING VOTERS AGAIN AND AGAIN UNTIL THEY KNOW YOUR MESSAGE BETTER THAN YOU DO.

>> Ted: IS THERE A WAY TO KNOW THIS AD ISN'T WORKING OR THIS NARRATIVE ISN'T QUITE CUTTING IT?

>> IF YOU'RE GETTING FEEDBACK FROM YOUR POLLING AND RESEARCH OUT THERE THAT IT'S NOT CHANGING OR MOVING, AT SOME POINT, YOU MAKE A MODIFICATION, CHANGE SOMETHING UP AND SEEK A DIFFERENT MESSAGE.

>> Ted: THAT'S INTERESTING AND NOT SO MUCH IT'S FALLING OFF THE CLIFF AND IT'S NOT IMPROVING THINGS?

>> USUALLY, YOU FEEL THAT RIGHT AWAY.

YOU'RE IN THIS LITTLE GROUP OF PEOPLE AND EVERYBODY HAS TIGHTLY WOUND OPINIONS ABOUT WHAT YOU'RE DOING, LIKE A CLOTH'S CLOSE AD AND UPBEAT AND GIVE VOTERS SOMETHING ABOUT YOU TO BRING YOU TO THEIR CAMPAIGN AND CLOSE HOW AN UP NOTE.

I REMEMBER A CHAIN CAMPAIGN I WAS IN AND EVERYBODY HATED THE CLOSE AD.

WE PULLED IT OFF THE AIR AFTER A DAY AND WENT BACK TO AN AD THAT WAS UPBEAT AND GOING STRONG.

BUT JASON IS RIGHT, YOU GET ALL KINDS OF FEEDBACK AND YOU'RE GENERALLY AWARE OF AND THE CAMPAIGN ROOM IS GENERALLY AWARE.

>> Ted: SOCIAL MEDIA, IS THAT A REQUIREMENT?

>> I THINK YOU NEED TO HAVE IT AND YOU HAVE TO RESPECT WHAT IT IS AND A LOT OF TIMES, THE FOCUS HAS PUT TOO MUCH ON SOCIAL MEDIA.

SOCIAL MEDIA HAS THE DANGER OF KEEPING YOU SILOED, RIGHT.

SO A LOT OF SOCIAL MEDIA IS SPEAKING TO YOUR OWN AUDIENCE.

SO IF YOU'RE LOOKING TO USE SOCIAL MEDIA AS A TOOL FOR THE MASSES, YOU CAN'T BE GUARANTEED THOSE PEOPLE ARE PAYING ATTENTION.

>> Ted: INTERESTING.

COMPARED TO DOOR-TO-DOOR CAMPAIGNING, I MEAN, IS THAT OLD FASHIONED AND CAN THAT WORK OR IS THAT A GOOD DEAL?

>> IF YOU'RE A DISTRICT RACE OR CITY COUNCIL RACE, A SMALLER DISTRICT RACE WHERE YOU CAN PICK YOUR DOORS AND YOU KNOW THE NEIGHBORHOODS WHERE THE UNAFFILIATED OR SWING VOTERS ARE, AND YOU'RE KNOCKING ON A SPECIFIC DOOR, REALLY INCREDIBLY IMPORTANT.

SIMILARLY WITH SOCIAL MEDIA, YOU CAN CUSTOMIZE A SOCIAL MEDIA FEED RIGHT TO PEOPLE THAT YOU WANT TO TALK TO.

AND SO, IT'S DEPENDING ON WHO YOU WANT TO TALK TO AND WHAT VOTER ARE YOU TRYING TO INFLUENCE AND HOW ARE YOU TRYING TO DO THAT.

>> Ted: SAME QUESTION REGARDING RALLIES, DO RALLIES REALLY MAKE A DIFFERENCE OR JUST TO CEMENT THE CONVERTED?

>> MAYBE FOR THE PEOPLE ATTENDING, PROBABLY NOT THAT BIG OF A DIFFERENCE AND THEY'RE ALREADY SOLD AND YOU WON'T FIND TOO MANY OPINIONS CHANGING.

BUT PAN, SHOWING THAT RALLY IN THE MEDIA AND PRESS AFTERWARDS AND HOW MUCH POPULARITY, THAT HAS A HUGE IMPACT.

>> PEOPLE ARE TUNING IN TO SEE, DID THAT GUY SCORE A POINT AND MOST OF US ARE TUNING IN TO FIND OUT HOW THEY SCREW UP.

I WANT TO GRAB THAT MOMENT AND MAKE SOMETHING OF IT.

THE LAKE RALLY WITH TRUMP THIS WEEKEND, I DIDN'T SEE IT.

I WAS OUT OF TOWN AND HEARD THREE TIMES SHE WAS VACUUMING THE CARPET AROUND HIM.

MAYBE NOT THE BEST THING FOR HER TO DO WITH UNDECIDED FEMALE VOTERS.

BUT SHE DID AND THAT IS THE KIND OF THING THAT PEOPLE LOOK FOR IN A RALLY, TOO.

YOU WANT TO LOOK FOR AN UPBEAT MOMENT WHICH IS REALLY ENTHUSIASTIC AND DRAWS PEOPLE TOGETHER WHERE YOUR OPPONENTS LOOK FOR THE OTHER THING.

>> Ted: THAT GOES ALONG WITH THE ENDORSEMENTS AND THREE THEY WANT TO BE SEEN ON STAGE.

DO ENFORCEMENTS MATTER?

>> THE LACK MATTERS AND IT'S NOTICEABLE IF YOU DON'T HAVE ENDORSEMENTS IN YOUR CORNER.

I DON'T KNOW TOO MANY THAT SAY, I NEED SEE HOW THIS PERSON IS VOTING BEFORE I MAKE A DECISION.

THEY'RE A NECESSARY EVIL BUT WON'T GET YOU ACROSS THE FINISH LINE ALL ALONE.

>> Ted: MAYBE A NUDGE AT BEST?

>> YES, AND IT DEPENDS ON THE SIZE OF THE ENDORSEMENT.

WE HAVE SLATE THAT ARE FROM BECAUSE OF A TRUMP ENDORSEMENT AND THAT IS WHAT CARRIED THEM ACROSS THE FINISH LINE AND THAT SPEAKS TO THE INFLUENCE ON THAT I'D OF THE AISLE.

>> Ted: YOU MENTIONED DEBATES AND GOODNESS KNOWS WE KNOW ABOUT THOSE AROUND HERE AND DO THEY MAKE A DIFFERENCE?

>> IN THAT SENSE, I THINK THAT DO.

IN THE SENSE PEOPLE ARE LOOKING FOR MISTAKES.

PEOPLE ARE ROOKING FOR AN ITEM TO CAPTURE.

THE MOST MEMORABLE DEBATE, LINE IN YOUR SENATE DEBATE, WE ALL KNOW GUYS LIKE THIS.

THAT WAS A GOOD LINE AND GOT TRACTION.

THE INDEPENDENT CANDIDATE HAD A FEW, AS WELL.

SO THAT'S WHAT YOU'RE LOOKING FOR AND IT'S NOT SOMETHING THAT MAKES A GIANT MOVEMENT UNDERNEATH WITH THE WHOLE ELECTORATE.

>> Ted: AT THIS TIME, HOW MANY PEOPLE ARE NOW JUST BEING INTRODUCED TO THESE CANDIDATES FOR THE FIRST TIME IN.

>> I HOPE THEY THINK NO ONE IS INTRODUCED AND THEY HAVE AN IDEA OR SEEN ON TV WHO THE CANDIDATES ARE AND WHAT'S GOING ON.

BUT CERTAINLY, THE DEBATE CAN SERVE THAT PURPOSE.

CHUCK IS RIGHT, YOU'RE LOOKING FOR ONE LINERS AND PEOPLE TO MAKE A FLUB IN THE DEBATE AND IT CAN ENVIRONMENT POTENTIAL OF CAN HAVE THE POTENTIAL OF HURTING YOU.

>> Ted: THE SING SINGLE MOST STRATEGY?

>> WE TALK ABOUT PERSUADABLES AND IT'S ALL ABOUT HELPING THAT VOTER UNDERSTAND THAT THEY ALREADY AGREE WITH YOUR POINT OF VIEW.

>> Ted: CHUCK, BEST METHOD?

>> IT'S UNDERSTANDING YOUR DATA AND WHO YOUR SWING AUDIENCE IS AND WHAT THEY WANT TO HEAR AND WHAT THEY WANT TO BELIEVE AND HOW THAT CORRELATES WITH WHAT YOU WANT TO TALK ABOUT AND THEN MARRYING THOSE TWO MESSAGES TOGETHER SO YOU'RE BUILDING A CAMPAIGN NARRATIVE ON THAT MOMENTUM AND GIVING THEM A REASON TO COME TO YOU.

YOU'RE NOT GOING TO CONVINCE THEM.

YOU'RE GIVING THEM PERMISSION TO COME TO YOU.

>> Ted: GOOD STUFF.

HOCKEY AND JASONA NEW STUDY HOW TO MAKE ALZHEIMER'S RESEARCH MORE INCLUSIVE.

>> AS PART OF OUR MONTHLY AARP SEGMENT, WE LOOK AT RESEARCH THAT EXAMINES THE RESEARCH INTO ALZHEIMER'S DISEASE AND WE HAVE JESSICA LANGBAUM AND GOOD TO HAVE YOU HERE.

>> THANKS FOR HAVING ME.

>> Ted: RESEARCH INTO THE RESEARCH ON APPROVED AND ALZHEIMER'S.

>> WE'RE FACED WITH A GROWING NUMBER OF PEOPLE AT RISK FOR DEVELOPMENTING ALZHEIMER'S DISEASE AND DIFFERENT WAYS FOR TREATING OR PREVENTING IT.

AND WE NEED RESEARCH VOLUNTEERS TO COME FORWARD BUT WE'RE FINDING THAT IS VERY HARD TO FIND VOLUNTEERS FOR RESEARCH STUDIES AND PARTICULARLY HAVING A DIVERSE POOL OF PARTICIPANTS.

>> Ted: WHAT ARE THE REASONS WHY TO GET PEOPLE TO PARTICIPATE IF STUDIES?

>> IT'S A BIG TIME COMMITMENT AND SOME PROCEDURES THAT FOLKS NOT BE COMFORTABLE WITH AND IT'S TIME AND ACCESS TO FACILITIES AND THAT MIGHT NOT BE CONVENIENT TO PEOPLE IN THEIR DAILY LIFE.

WE NEED TO BRING RESEARCH TO PEOPLE IN THEIR COMMUNITIES OR ALLOW THESE RESEARCH STUDIES TO TAKE PLACE THAT'S BEST FOR THEM.

>> Ted: AFRICAN-AMERICANS AND HISPANIC AMERICANS LIKELY TO ENROLL?

>> THEY'RE ALL AT RISK COMPARED TO NON-HISPANIC, WHITE INDIVIDUALS.

>> Ted: WHY IS THAT?

>> PART OF IT IS, IT'S INTERESTING, BUT WHY WE ADVERTISE OUR RESEARCH STUDIES AND PERHAPS WE'RE NOT ADVERTISING IN THE RIGHT LOCATIONS FOR FOLKS TO HAVE ACCESS AND OUR STUDIES REQUIRE TO GO TO A MAJOR ACADEMIC CENTRE AND ALL ARE TAKING PLACE IN ENGLISH AND ENGLISH MAY NOT BE YOUR FIRST LANGUAGE AND THEY'RE BARRIERS AND WE NEED TO BREAK DOWN THE BARRIERS TO MAKE IT MORE ACCESSIBLE.

>> Ted: LOCATION IS SOMETHING YOU MENTIONED AND EASIER TO FIX THAN THE FEAR AND MISTRUST LEVEL AND HOW DO YOU GET PASSED THE BOUNDARY?

>> IT'S MAKING SURE OUR RESEARCH TEAMS ARE DIVERSE IN THE SOUTH AND MAKING SURE THAT THE TEAM CONDUCTING THE RESEARCH AND BUILDING THE TRUST AND NARRATIVE, IT'S A PROCESS AND CLEARLY AND CAREFULLY EXPLAINING THE RESEARCH PROCEDURES AND DEMYSTIFYING THEM AND CLEARLY TALKING ABOUT THE RISKS AND THE BENEFITS THAT THE PERSON MIGHT EXPERIENCE IF THEY JOIN A RESEARCH STUDY.

>> Ted: FOR ALZHEIMER'S RESEARCH, WHO DO YOU WANT TO SEE IN THE STUDIES?

IS IT'S PRE-ALZHEIMER'S, PEOPLE WITH EARLY ALZHEIMER'S OR PEOPLE FAR ALONG?

>> IT'S AN EXCELLENT QUESTION.

I THINK THERE'S A RESEARCH STUDY OUT THERE FOR EVERYONE.

SO WE RUN THE GAMUT FOR STUDIES IN INDIVIDUALS WHO ARE TEENAGERS, YOUNG ADULTS WHO ARE HEALTHY, AND MIGHT HAVE A FAMILY HISTORY AND THEY MIGHT BE CONCERNED ABOUT THEIR MEMORY AND, OF COURSE, STUDIES WHO ARE EXPERIENCING VERY SUBTLE, EARLY CHANGES OF THE DISEASE AND MEMORY AND THINKING PROBLEMS AND PEOPLE WITH A DIAGNOSIS OF ALZHEIMER'S DISEASE AND STUDIES OUT THERE FOR EVERYBODY ACROSS THE CONTINUUM.

>> Ted: HOW IMPORTANT IS THAT RESEARCH?

WE'VE DONE SO MANY STORIES AND SO FRUSTRATING BECAUSE THE AMOUNTS OF INFORMATION, IT'S THERE, BUT IT'S STILL SUCH A PROBLEM AND A BIGGER PROBLEM AS SOCIETY AGES?

>> IT'S SO IMPORTANT AND JUST LIKE WEEK, A COMPANY RELEASED FINDINGS, TOP LINE RESULTS THAT A DRUG MIGHT BE EFFECTIVE FOR TREATING ALZHEIMER'S DISEASE.

WHAT IF WE COULD USE THAT TO PREVENT IT.

WE'RE AT THE CUSP OF CUTTING-EDGE RESEARCH AND WE CAN'T FIND OUT WHETHER THE TREATMENTS ARE EFFECTIVE OR LIFESTYLE FACTORS AND WHAT ARE THE RISK FACTORS OR THINGS TO DO TO PREVENT THE DISEASE UNLESS WE HAVE RESEARCH PARTICIPANTS.

>> Ted: THE RESEARCH PARTICIPANTS, THE MORE DIVERSE, THE MORE INFORMATION YOU GET, CORRECT?

>> ACTUALLY.

EXACTLY.

THERE MAY BE WAYS PEOPLE REACT BASED ON AGE, ETHNICITIES, SEX AND BIOLOGICAL MARKERS AND WE NEED A DIVERSE POOL OF INDIVIDUALS TO NOT ONLY UNDERSTAND THE DISEASE AND KNOW HOW TO PREVENT IT.

>> Ted: AS FAR AS THE RESEARCH, HOW DO WE MOVE FORWARD?

IS IT MAKING IT MORE CONVENIENT AND GETTING RID OF FEAR AND ANXIETY?

>> IT'S CREATING MESSAGING TO TRY TO BREAK DOWN THE BARRIERS AND TRY TO EDUCATE.

>> Ted: SIX MILLION WITH ALZHEIMER'S RIGHT NOW AND EXPECTED TO HIT, WHAT, 12.7 MILLION BY 2050?

SOMETHING HAS TO GET DONE HERE.

>> WE NEED RESEARCH VOLUNTEERS.

>> Ted: DR. JESSICA LANGBAUM, THANK YOU FOR JOINING US.

WE APPRECIATE IT.

>> THE PHOENIX SYMPHONY BEGINS ON OCTOBER 14ING WITH TITO MUNOZ AT THE HELM.

♪♪ >> Ted: JOINING US NOW IS THE MAN HIMSELF, TITO MUNOZ.

GOOD TO SEE YOU AGAIN.

>> GOOD TO SEE YOU.

>> Ted: BUSY, HUH?

>> GLAD TO BE BACK.

>> Ted: THIS IS THE SECOND SEASON BACK AFTER COVID AND DOES IT FEEL LIKE THINGS ARE IN THE GROOVE?

>> WE'RE GETTING THERE AND I THINK EVERYWHERE I GO AND EVERYWHERE AROUND THE WORLD, THINGS ARE FIGURING THINGS OUT.

>> Ted: THIS IS THE 76th?

>> YES.

>> Ted: THIS SEASON, WHAT WAS THE FOCUS?

>> YOU KNOW, EVEN LIKE LAST SEASON, COMING BACK OUT OF COVID, WE WANTED TO GIVE A LOT OF THE STANDARD REPERTOIRE AND BRING IN NEW THINGS AND IN YEAR WILL BE THE SAME.

WE HAVE A LOT OF WONDERFUL STANDARDS AND WE HAVE OUR NORMAL POP'S CONCERTS AND WE HAVE A LOT OF GOOD THINGS GOING ON.

>> Ted: I SEE SOMETHING CALLED "HOCUS-POCUS" LIVE, WHAT IS THAT?

>> FULL MOVIES WITH THE ORCHESTRA PLAYING THE SOUND TRACK LIVE.

>> Ted: I LOVE THAT.

>> AND THE "PRINCESS BRIDE."

>> Ted: YOU'LL GET BIG CROWDS.

I NOTICE AS WELL VENUES AND SEEMS TO BE A LITTLE MORE?

>> A LITTLE BIT MORE AND THE MADISON CENTER IS NEW AND WE'VE NEVER BEEN THERE AND WE MAY AT MESA.

>> Ted: WHEN YOU GO TO THE DIFFERENT VENUES, I WOULD IMAGINE YOU LOOK AT THE DIFFERENT HALLS AND DIFFERENT PERFORMANCES?

>> SOMETIMES IT'S FOR POPSAND MOVIES AND WHAT THE AREA IS.

>> Ted: BACK TO THE MOVIES, HOW DOES THAT WORK?

>> I DID IT ONCE LAST SEASON AND DID "JURASSIC PARK" AND I GET A SPECIAL VERSION THAT HAS THE STREAMERS AND PUNCHES SO I CAN SEE THAT AND EVERYTHING WITH THE MOVIE AND DIFFERENT THAN WHAT WE WERE USED TO.

>> Ted: SEEING THE BIG SCREEN AND SYMPHONY BENEATH AND I WOULD IMAGINE EVERYTHING THAT YOU DO AND THE SYMPHONY DOES AND NOT ONLY TO SATISFY THOSE SEASON TICKET HOLDERS AND ATTRACT NEW AUDIENCES.

>> ONE OF THE THINGS IS A CONTEMPORARY MUSIC FESTIVAL, THE FIRST TIME WE DID IT AND THIS TIME IT'S NEW MUSIC AND SECURE CURATED BY WONDERFUL MUSIC AND CREATES A WONDERFUL ENVIRONMENT TO CHERISH.

>> Ted: HOW WOULD YOU DEFINE NEW MUSIC IN.

>> LIVING COMPOSERS AND ALIVE WITH US NOW AND I TRY TO BRING THEM IN AND TO BE A PART OF THE THAT AND THEY CAN EMCEE AND UNDERSTAND HOW THE MUSIC RELATES TO THEM.

>> Ted: AS SOMEONE INTERESTED IN CLASSICAL MUSIC, NEW MUSIC WOULD MEAN 12-TONE AND STUFF WHERE YOU'RE GOING, WHEN DOES THE MUSIC START.

>> JOHN WILLIAMS IS NEW MUSIC AND SO, OF COURSE, NEW MUSIC RUNS THE GAMUT AND THIS YEAR IT'S THE AWARD-WINNING VIOLINIST AND SHE WILL BRING IN MUSIC DEAR TO HER.

>> Ted: AS FAR AS ATTRACTING NEW AUDIENCES, WHAT IS YOUR PITCH AND WHAT DO YOU TRY TO TELL FOLKS WHO RESIDENT BEEN TO THEHAVEN'T BEEN TOTHE SYMPHONY IN YEARS?

>> THERE'S SOMETHING FOR EVERYBODY.

WE DO SOMETHING FOR THE 80'S AND SOMETHING FOR EVERYBODY.

>> Ted: YOU SAY YOU HAVE BEEN AROUND THE WORLD AND THEN SOME.

WHAT'S GOING ON WITH THAT?

>> MY USUAL YEAR.

I'M GRATEFUL FOR THE WORK, OF COURSE, AND A LOT OF GUEST CONDUCTING WHEN I'M NOT CONDUCTING IN PHOENIX.

IT'S PICKED UP NOW AND TRAVELS.

I WAS IN ROMANIA AND SWITZERLAND.

>> Ted: WHEN YOU'RE THERE, DO YOU PICK UPGRADES PICK UP IDEAS AND MUSICIANS?

>> ABSOLUTELY.

THEY'RE ON THE LIST TO COME TO PHOENIX.

>> Ted: IF YOU'RE TRYING TO ATTRACT SOMEONE TO JOIN THE SIM SYMPHONY, WHAT'S THAT SALES PITCH LIKE?

>> ALL OF THE EXCITING STUFF HERE.

>> Ted: TALK ABOUT MUSICAL EDUCATION BECAUSE THAT'S THE EXCITING THING YOU DO?

DID YOU GO TO SCHOOL?

>> OUR KNEW IMMIGRATIONS ARE MUSICIANS ARE HERE WHERE THEY WORK WITH TEACHERS THEMSELVES AND WE'RE HAVING A FAMILY SERIES THAT WE HAVEN'T HAD IN A LONG TIME AND FAMILIED FAMILIES CAN COME AND IT'S JUST FOR THEM AND WE DO A MORE INTIMATE INTERACTION.

IT'S NEEDED AND PEOPLE ARE STARVING FOR MUSIC.

>> Ted: BACK TO YOUR WORLD TRAVELS, PHOENIX SYMPHONY AND WHAT REACTION DO YOU GET?

>> IT'S KNOWN BECAUSE PHOENIX SYMPHONY RECORDED THINGS, BUT MOST PEOPLE WHO ARE NOT FROM THE UNITED STATES DO NOT KNOW WHAT THE DESERT IS LIKE AND HAVE TO COMPARE IT TO ABU DHABI AND IT'S SIMILAR TO UAE, DUBAI AND EUROPEANS VACATION THERE AND THEY UNDERSTAND THE WEATHER THERE.

>> Ted: THEY CONSIDER IT SOMEWHAT EXOTIC, HUH?

>> EXOTIC BUT IN A DIFFERENT WAY.

>> Ted: FOR SOMEONE WHO HAS NO IDEA ABOUT CLASSICAL MUSIC AND THEY DON'T KNOW WHAT THEY KNOW AND DON'T KNOW, WHAT'S YOUR MESSAGE?

>> COME AND WE WILL TELL YOU ALL ABOUT IT AND YOU WILL FEEL WELCOMED AND YOU WILL LEARN A LOT.

>> Ted: QUIT TRYING TO THINK THROUGH IT.

>> I SAY IT'S OK IF YOU DON'T LIKE IT.

THERE WILL BE SOMETHING YOU'LL LOOK IN THE CONCERT, I PROMISE YOU.

>> Ted: OCTOBER 14th, THE SEASON STARTED AND TITO MUNOZ, PHOENIX SYMPHONY CONDUCTOR, ALWAYS A PLEASURE.

>> THANK YOU SO MUCH.

>> Ted: THAT'S IT FOR NOW AND THANK YOU SO MUCH FOR JOINING US AND YOU HAVE A GREAT EVENING!