Meeting Viewers, Where They Are

Calling this year, "the most exciting year to be in media", PBS CEO, Paula Kerger used her keynote address to outline the innovative projects the largest public broadcaster is undertaking as it builds on its multiplatform strategy. With a strong presence in educational programming for kids, news, and arts programming, Kerger sees the new media landscape as a great opportunity to "bring in new voices" to help create new content, for both traditional and new online audiences.

Kerger sees the participation of its 355 member stations as key to a successful future in transmedia. Calling PBS "the flip model" of a commercial network, Kerger lauded the success of the PBS site, which allows local stations to build content customized to their local audience. It's a strategy that’s helped draw - and more importantly keep - viewers.

She sees the role of PBS - which relies on the public for 85% of its funding - as filling the gaps left by the commercial broadcasters and insists that quality, more than numbers, is what drives their philosophy. The new media space allows for greater experimentation but, as a public broadcaster, holds greater risks. Kerger is determined that the success of PBS lies in "trying to meet the viewers where they are" which has lead to a relationship with content portal, Hulu as well as participation in the iPad launch.

Although new media is only a small portion of its budget, Kerger sees it increasing many times in the near future. She's committed to ensuring that PBS adapts as their audience grows - in both their traditional outlet and increasingly online.