Case Study: The Tax Show for the Tax Pro

Someone took a poll not long ago asking people whether they'd rather fill out their income tax forms or face the drill in the dentist's chair. Not surprisingly, the majority chose the dentist's drill.

"No one would deny that the tax code is a bit complicated," concedes Ellen Murphy, an IRS Area Director for Stakeholder Liaison. Based in New York City, Murphy's job is to reach out and educate tax professionals (CPAs, tax attorneys, financial planners, etc.), to "keep them up to speed" about the latest regulations and generally informed. Lately she's been doing this with the help of streaming video. And while streaming video isn't doing much to make life less painful for taxpayers, it certainly is making life less painful for tax professionals.

Murphy is executive producer of Tax Talk Today, a live, monthly Internet program featuring a panel of tax experts and IRS representatives presenting tax-related news and information.

"Our overall strategy is to work closely with CPAs and other practitioners to inform and educate them about what is going on with the IRS," says Murphy. This includes not just the specifics of new regulations, but also things like how the IRS has been restructuring to make itself more efficient, as mandated by the Restructuring and Reform Act. Knowing more about the internal workings of the IRS will make it easier for practitioners to communicate with IRS personnel, says Murphy.

Tax Talk Today is an attempt to "leap over the print communications channels used in the past," says Murphy. Tax Talk Today gives the IRS its own TV show that goes out directly over the Internet to a select audience. Like a network broadcast TV show, the program is even backed by a marketing campaign and has a catchy slogan—"The Tax Show for the Tax Pro."

Each program features lively panel discussions and real-time interactivity, with the opportunity for viewers to participate in the discussion by calling, emailing, or faxing questions in to the studio. In addition to the live Webcast, reruns of the free monthly programs can be accessed on demand for up to one year from the archives. Tax practitioners also can use Tax Talk Today to earn Continuing Professional Education credits.

Tax Talk Today is supported by a custom Web site, www.TaxTalkToday.tv. This Web site is the point of entry for viewing each broadcast or archived program and supports the entire IRS outreach effort. With educational links, downloadable resources, and tax tips, the site provides continuity between shows.

Now, in its fourth year, Tax Talk Today has an audience of nearly 60,000 and draws in about 1,200 new viewers each month. Last year there were more than 7,500 live viewings and another 20,000 VOD viewings, according to Murphy. There have been more than 370,000 viewings of Tax Talk Today programs since the series launched in January 2001.