NETA 2011 http://neta11.posterous.com Most recent posts at NETA 2011 posterous.com Thu, 13 Jan 2011 18:58:52 -0800 National Updates http://neta11.posterous.com/national-updates http://neta11.posterous.com/national-updates

National Updates

Patrick Butler, APTS

Patricia Harrison, President & CEO, CPB

Paula Kerger, President & CEO, PBS

CPB Update

Must communicate that we are here to provide content that inspires but does not incite, that entertains but does not demean.

We provide a safe place where people can discuss and disagree while being civil. We must ensure that tax payer dollars are used for the benefit of the American people.

Focus on Digital, Diversity and Dialog so that public media is relevant in people’s lives.

Public media promotes collaboration and partnerships to strengthen communities. KOCE is now the leading affiliate in Southern California. This will strengthen public media in that area.

What public media does is even more important for Americans who are struggling in this economic climate. They rely on our services and content.

CPB must educate those who fund us about what we do and why it is so vital. We have to connect the dots between a funded public media and the services provided to our communities.  We need to get our local communities involved in educating the people holding the purse strings.

APTS Update

The new GOP majority is serious about reviewing all federal funding, including public broadcasting. They are looking at every option to cut the budget.

Questions are being raised about whether the government should be in the media business at all. The Senate is not as interested in cutting public broadcasting. The White House is not as interested in cutting our funding but cutting programs that we rely on.

We all need to do our part to remind taxpayers and the people holding the purse strings of the services and content that we provide.

We provide education and entertainment in a way that paid media cannot. We are the home of civil discourse, news, diversity, culture and education.

170 million Americans participate in public media. Public media is the most trusted institution in the United States.

We are also providing the infrastructure for emergency response, amber alerts, mobile alerts and virtual learning to serve our country.

Please tell APTS about what you are doing to serve your community.

CPB is in discussion with National Archives to start Docs Teach to provide access to their vault.

We have fulfilled the mission that Congress gave to CPB in 1962 and now we need to remind them about the commitment.

170 Million Americans for Public Broadcasting Campaign

A grassroots initiative to tell Congress and the administration about the importance of public broadcasting

Go to www.170millionamericans.org to find out more about the initiative.

PBS Update

We are going to need to marshal all of our services to fight the threat of a loss of funding. Our ability to provide free programming to Americans is now more important than ever.

Regardless of what is going on, Americans do count on us to provide quality programming.

Paula is proud of the programs showcased to critics at the recent Press Tour. Many critics said it was the best line-up they had seen from PBS in 10 years. We are the most American of institutions and the idea that any American has the opportunity to succeed. That is what we do. We provide that opportunity to everyone.

Upcoming Content

Masterpiece Theater – Up Stairs Downstairs and Downton Abbey

                                    Amazing overnight numbers for Downton Abbey

American Experience – Jeff Brides – critical success

Arts – Independent Lens – four docs including Wasteland.

POV – filmmaker who follows small town kids into combat and the effect of that on their community.

Frontline is working on a piece about the Arizona shooting. It will be in depth and respectful and not like the sensational reporting that some news programs have been showing.

We are the only media source that is dedicated to educating children and not just turning them in to consumers. We are reaching children who do not have access to pre-K. This makes our work even more profoundly important.

We have been slowly and consistently improving our children’s programming. Focusing more on curriculum based programming and having children start school ready to learn.

Curious George special November garnered a 7.1 in the children’s demographic.

Children who watch Sesame, Martha Speaks and Between the Lions and Super Why drastically increase their literacy skills

For the 14th year in a row, PBS has more Daytime Emmy awards for children’s broadcasting than any other network.

Dues Review Process

Years ago PBS started looking in to changing the process. PBS looked at policies that bind us together as a system. Pulled together board members and GMs to take a look at  the dues formula and they decided that it is complicated and is not always relevant. Something has to give.

The committee tried to figure out how to simplify the process. This formula is not the final formula. It has been sent out to the system so that everyone could provide their opinions.

The committee will meet tomorrow to look at all of the feedback that the system has provided. The committee will ask for more feedback from the system.

The final product will not please 100% but it will be fair and equitable. When the committee comes up with a final recommendation it will be rolled out over several years.

Funding the Vision Project

PBS is working with a group of people outside of public broadcasting to look at opportunities to bring new resources in to the system.

Some GMs and members of the station advisory group have been brought in to look at some of the opportunities.

PBSKIDS.org is the #1 kids site. We need to figure out how to spread the word about PBS KIDS on the local level and bring in more resources.

By the time the Annual Meeting comes around in May, specific ideas from this group will be presented.

E. Seton L. McIlroy

Manager, Online Communications, Education & Outreach | PBS

slmcilroy@pbs.org | 703-739-5199

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Thu, 13 Jan 2011 18:57:56 -0800 What on Earth? Climate Change Partnership Show & Tell http://neta11.posterous.com/what-on-earth-climate-change-partnership-show http://neta11.posterous.com/what-on-earth-climate-change-partnership-show

What on Earth? Climate Change Partnership Show & Tell

Laura Hunter, Utah Education Network

Fiona McIntyre, CPB

Debbie Vickers, MPT

Terry Dugas, NET Nebraska

CPB

Goal of the project is to increase the inventory of resources for stations about climate change. The project is all online and digital with no broadcast component.

They also wanted to figure out what it takes to produce this content versus a 30 or 60 minute program.

MPT

changingthebalance.thinkport.org

Partnered with NOAA

The site is designed to give the user access to the resources and providing a instructional assets. Focused on the changing climate in Kenya and how it is increasing the mosquitoes.

They created a fictional blogger to have educational adventures. With each blog post there are linked in videos and interactive resources. Vary the type of assets that teachers could use in the classroom. 

Carbon footprint counter

Podcast about how fossil fuels impact the environment

Tool to manipulate carbon dioxide and show the effects on the environment.

Video that shows what happens when a mosquito bites someone

All resources are aligned with national and local standards. They provide teachers with tips and techniques on how to introduce the subject and how to finish out the project. It also provides details for all assets that are provided.

All resources are provided in two formats so that teachers can customize the assets for their classes.

When putting together the site, they make sure to involve teachers so that it fulfills their needs. It is important to continue to cultivate these relationships that they teachers provide this important feedback.

Utah Education Network

UEN Climate Science – uen.org/climate

This is a safe place to learn about climate change.

Partnered with Mountain West Digital Library (contributed 500 resources), Earthsky.org (contributed 500 resources) and UEN and Planet Nutshell Videos.

Mountain West Digital Library records sound of nature like glaciers melting and cracking

Earth Sky has videos discussing scientific concepts and issues in a way that lay people understand.

Planet Nutshell produced videos to explain complex climate change concepts in a simple way.

Having no paper assets added to the credibility of the site with teachers.

Stations are strongly encouraged to partner with other organizations because there other people who probably want to do the same thing. This will help you best use the time and funds that you have.

NET Nebraska

All universities have scientists that are trying to get federal grants. All of these grants include a dissemination clause. Instead of traveling to conferences to disseminate their information they use public media. Public broadcasting can also provide promotion for this research.

University of Nebraska is leading research in arctic climate studies. NET has created a program and learning objects around the research that can be shared with teachers.

All stations need to be in touch with their local universities science to get a piece of grants that they are awarded.

With the CPB grant allowed NET to create resources for teachers. They were able to go to the Antarctic three times for drilling expeditions. All of this is now available for use in the classroom.

These assets have been added to the DLL.

WPT

Climatewisconsin.org

How climate change affects our lifestyle. Stories are photography and a little video.

The site was released in cooperation with Consortium on Climate Impact.

Within 18 hours of website launch with no promotion, a video was picked up by Orvis and posted on their homepage. Within a week the LA Times talked about it in an article as being an example of excellence in educating about climate change

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Thu, 13 Jan 2011 18:57:04 -0800 Community Engagement - What Is It and How Do You Do It? http://neta11.posterous.com/community-engagement-what-is-it-and-how-do-yo http://neta11.posterous.com/community-engagement-what-is-it-and-how-do-yo
Community Engagement What is it and how doy ou do it.docx Download this file

Community Engagement - What Is It and How Do You Do It?
Introductions -
Presenter - John Creighton, The Harwood Institute for Public Innovation
John asks group to outline what and engagement/outreach paln at station
currently looks like Then asks how it differs from the following engagement strategy * Will your strategy or initiative improve the civil health of
your community - on a small or larger scale?
* Spur people to talk to and learn from each other?
* Help people discover ways to act on their aspiration and
concerns
* Inspire

Does engagement that passes these tests look different? Obvious
difference, community has to be part of plan to meet the above criteria
* This is model is less about org needs and more about community
needs.
* More about exchange of info vs. delivery of info to viewer.
* More listening? * How would staff receive these new changes be received?
Stations currently believe they are the expert, cultural change in
station needs to occur.
The station expertise is mass communication and is less about the
individual or small community impact. Mass communication touches many
on an information level vs. personal and smaller one on one interaction
that is becoming more and more important in today's social networking
environment and varied interest. It was acknowledged that change is
difficult and internal reticence is one of the first obstacles to
overcome. So, how do you continue to maximize media as a tool but incorporate
community engagement and bring together both elements to strengthen
station capacity?
++Starts with mindset and leap of faith.
Traditional outreach * Goals involve or educates people and extends content
* Frame policy debate
* Expert panel discussion with live audience
* Audience questins with mcal calls and tweets
High Impact Engagement
* Goal change the community on a small or larger scale
* "Focus community needs and aspirations * 'Give and take conversations in the community places people
gagther
* Explicit efforts to build relationships clearly indicate you're
here to stay and are open to receiving information not just delivering
content to a consumer.
* Choose partners to leverage impact
Comment -Neighbor to Neighbor project - community need was not to
address "immigration master narrative" but to engage people on a
personal and cultural level and experience. Who is my neighbor not
policy and debate.
Comment - unique experience "lack of camera presence at many events"
Seldom before was this level of conversation achieved. Not better
journalism but more authentic because of different approach =- More
about what the story the community wants to hear and less about what the
station thinks the message should be.
In the new engagement model the best interest of heart is the community
vs. environment of mistrust of media.
Education and engagement staff are more and more a source of content and
become a contributor to the content.
With the new model of engagement the life of the programming has a far
longer life than previous How do we get there?
* Start listening and learning from community
* Know your value, what is the real role we can play in the
community beyond broadcast,. * Build relationships, station should explicitly ask what
relationships and discnering effort about choosing partners. Who can
leverage impact in the community and fill gaps of own capacity
* Turn outward
* What are the real needs and aspirations in your community
* What would it look like to impact these needs and aspirations?
* What assets do you bring to the table to accomplish this?
* What leaps of faith does the station need to take
Take a gut check
* Can you talk to people about the community and their concerns
and would they say you listen to and understand us?
* What would they say
* Do you act in ways that account for the quality of peoples lives
* Do people believe that you have their best interests at heart.
Harwood Institute has developed a Community Conversation guide
available www.harwoodinstitute.org * Start listening * Take action
* Hold community convesations
* Discover voices not demographics
* Engage people as citizens not as consumers
"Assess your knowledge of the community * Aspirations, concerns, values, sources and stereotypes
* Assess when the community is ready to discuss and issue or
concern
* Waiting place, impact, analytic
Example
TN neighbor to neighbor project -from the beginning station discussion
outlined what the station wanted to address but as time went by it was
more about what the station but more what the community wanted to talk
about.
Religious tolerance was not addressed as it was not a community concern.

Station was directing initial conversation but once got to deeper level
and understanding about the community should leave the conversations.
Media are historically the storytellers addressing, character, conflict,
change.
New media, still tells the story but engages the viewer on more levels.
More personal, how did they get here.
Aha moments: Stations are not considered safe places by our community,
(level of mistrust of media) Building trust with community is key. Go
where they are.
Content posted on Youtube developed conversation - but content on
station site did not solicit responses expected A rephrase of your
intent and questions takes you to a different level of engagent.
Just changing or phrasing the conversation differently than the "master
narrative" allows for greater content and impact Comment - The Neighbor
to Neighbor project developed through RTL immigration presentations and
immigration communities needs. The station questioned why there was
suddenly such a huge demand for RTL and literacy services. As they
listened to the community the new initiative took shape.

What role will your station play in the community?
* Connector, convener, catalyst, collaborator?
* Come up with your own ideas?
* How will you have an impact in this role?
* What does it look like to do this
* What will it take to make this happen
* Are your really committed to this project to do this?.
Comments - Amy Shaw, - KETC
Stations need to be thinking in the long term. This model of engagement
changes everything. Funding, philanthropic viability, the stations
position in the community. Engagement is now in part directing station
messaging and mission. Whereas in past outreach /engagement was often
and afterthought. Change is difficult but worth it.
New mind set, has created a new image and created a more vibrant
philanthropic arm for the station. Station programming has to have local
and community relevance to remain viable in today's environment. It's
not just about programming though-it's about the new whole-on-air,
online and in the community-think about all the pathways that the
station has to engage the community.
A realignment of internal station structure is key to change.
Production, online, engagement(outreach) marketing and development all
need to work toward the same outcomes.
Station funders need to be engaged in conversation from the beginning.
Invite them to participate in the dialogue. It engages them in the
mission message and offers the "funder" opportunity to engage at a
greater level.
Comments - Kim Kranich - Obesity campaign for kids - Mindset change,
station played role as conversation convener The station trained,
partners to facilitate conversations. This project now includes a group
of 25 partners through the growth of the 3 year project. Organizations
now bring money to the table because of the development of deeper
relationships and conversations. Impact happens but the time needs to
be taken in the beginning to listen, learn and engage.
Station mindset changed. This is not only a big station any station can
achieve these results.
Comments Elizabeth Ottinger, -working through Vermont struggled with
internal station culture shift and making listening a statewide effort.
Station department structure changed to add content officer. There was a
lot of internal work to achieve this goal but worth it. Takes time but
stick with it.
TN station concurs, Internal station changes not easy. But payoff is
authenticity and authority that is vastly improved.
You have to be open to constant shifts in community mind set, media is
still evolving on a national level and local organization need to be
open to adapting and adjusting as media continues to change.
Comment - Mary Bracken- this is the value of NETA and conferences to
learn and engage. Many stations recognize the need to adapt but need to hear about best
practices. Stations are working in the right direction but need to help
tweaking their efforts to better work with community as they change
station mindset to "stop and listen to the community."

Back to presentation
'Time - Relationships are rooted in shared understandings and common
experiences

Place
* You must go to the places that matter to the community not
always your turf.
* Frame- focus on issues that are important to your community -
not always the same
* Using your skill sets to help the community strengthen and build
on existing capacity.
Collaborate
Your assets
* What are your assets and capacities
* What can you do better than anyone else
Chose partners wisely
* What must happen that is outside your area strength?
* How critical is this to having an impact on the community
* Who could do this work?
Be a good partner
How do you need to work to ensure that there is impact?
Website resource www.mediaengage.org
www.publicmediamaps.org
Slides at info@mediaengage.org Note - Not in our Town initiative in the fall - Tolerance and hate crime
issues.
Independent producers are a resource to stations.

In closing
This new model is about repositioning your station in the community.
Choose the right subjects at the right time. The community will see you
differently and your station will be better positioned in the community
in today's media environment.
Slides for this presentation can be found at the Harwood Institute
website- www.theharwoodinstitute.org
Jacqueline Voland

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Thu, 13 Jan 2011 14:18:22 -0800 Women In Public Media, Finding your Track (CEO or Otherwise) Session http://neta11.posterous.com/women-in-public-media-finding-your-track-ceo http://neta11.posterous.com/women-in-public-media-finding-your-track-ceo
Women In Public Media, Finding your Track

Panel: 
Beth Curley
Polly Anderson
Pat Harrison
Paula Kerger

Blogger/Reporter:

Patricia Harrison, President & CEO of CPB - Thoughts on Women & Leadership

Start controlling your environment and take ownership of your life. Pat attended an event to welcome Mrs. Obama's new Communication person and noted that the women in attendance had one thing in common: tenacity. Tenacity allows you to get through the embarrassment of doing things for yourself, talking about yourself, etc. 

Decide who you are, what makes you tick. What do you love doing? If someone didn't pay you, what would you still do. That's the thing you should be doing anyway. 

Don't compare your path to someone else's...own your own path. 

Go beyond the normal amount of effort. Push yourself. 

Don't get so attached to your title that when the position comes to an end, your world falls apart. 

Carry your own luggage. Be able to carry your own load, because there might not be anybody to do it for you. 

If you identify your leadership qualities and are really true to yourself, you will have a vision for your own life and end up where you are supposed to be. 

No matter who you are speaking to, 1 person or 30,000, prepare, prepare, prepare! You owe it to the people you are presenting to be prepared. If you've done your best, and your audience doesn't get it, that's all you can do. 

Value System- You won't have all of these every single day, but you must have some of them some of the time
1) High drive/High energy, Get excited about what you are doing...you can't fake this!
2) Self-Confidence....gives you the ability to say "I can do this" This grows as you put more into your own bag of tools
3) Power is a ladder....you have to own it. Don't think of power as being over another person, think of it as being over yourself (Draw a ladder with things you are afraid of on each rung....and then knock them down! When you get to the top, start another ladder of things)
4) Step out there and take a risk. Leave your comfort zone. 
5) What is that one thing that you've been putting off because you're afraid, do that thing and you'll feel like you can do anything!

Build up a club of people who have a vested interest in your success

"Nothing great was ever achieved without enthusiasm" Ralph Waldo Emerson

New program called CPB University that offers courses that deal with leadership, management, etc.

When asking for help, don't say "Can I pick your brain?" Instead ask for a specific window of time with a purpose "Can I have 30 minutes of your time to discuss xyz?" 

What does a roadblock tell you? It tells you there is a road on the other side. The important thing is to figure out how do we get to that road on the other side? 

Act as if you have a secret. As if you have a huge job offer that is coming down the pike. 

Develop a 3-month plan for yourself before you go and present your ideas to a superior. Be organized and professional. 

Paula Kerger, President & CEO of PBS- Thoughts on Women & Leadership

"Part of finding your track is figuring out what brings you joy." It's important to think about your role, what is required of that role and what you are going to be comfortable doing in that role. Figure out how all the different aspects of your lives intersect. Think about your path. Find the right mentors. It can be scary to admit that you don't know something, especially when you take on a new position or role. Look at some of the leadership programs. 

The leadership we pursue is not always in a pay capacity. Leadership is about trying to help an org. articulate a vision and a mission, and building a team around that to make that possible. 

Surround yourself with people you trust who know a lot of things. Pass your knowledge on to others. Look around for up and coming talent and help them to get into the leadership programs. Remember that sometimes it's hard to step forward when you're afraid your voice isn't being heard, but it's worth it when you do. 

Delegation is hugely important. It helps the people around you to grow when they are given more responsibility. It is not a sign of weakness to admit you need help. 

Develop different skill-sets. Work with different groups. 

1) Strong communication skills, writing, presentation, communicating with others
2) Interpersonal, listening skills
3) Adapt how you treat people to their different personalities to find how they best respond
4) Be Clear and articulate where you are trying to go

Polly Anderson, NETA Chair - Thoughts on Women & Leadership

Visualize where you want to go in your career
Be honest with yourself about what your strengths are and in the areas where you feel weaker, get some training
Build a team of really talented people that you trust

Focus internally and make yourself valuable

The speed of the leader is the speed of the team. The ones who set the bad example give everyone else in the organization permission by default to do whatever they are doing. 

Beth Curley, NPT - Thoughts on Women & Leadership

Never aspired to be a CEO
Got into public television because she had a passion for changing the world and doing something that mattered. Feels she took a huge risk to come to Nashville, but it was worth it. Her passion was for what she wanted to accomplish, not for making a certain amount of money or achieving a certain status. Be willing to take a risk. Considers mentorships important. 

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Thu, 13 Jan 2011 11:05:37 -0800 NETA Honors Public TV's Best http://neta11.posterous.com/neta-honors-public-tvs-best http://neta11.posterous.com/neta-honors-public-tvs-best

PUBLIC TELEVISION’S BEST HONORED AT 2011 NETA CONFERENCE

(January 13, 2010 – Nashville, Tenn.)  The National Educational Telecommunications Association (NETA) honored 23 public broadcasters with awards Thursday on stage at the Loews Vanderbilt hotel. In all, thirty-one trophies in the areas of content production, promotion, community engagement, and instructional media were awarded.  The presentation was part of NETA’s annual conference, held this year in Nashville, Tennessee.

  

In addition to the NETA awards, the NETA Education Center board presented its Enterprise and Innovation Award to KET’s executive director Shae Hopkins and the KET education division for their exemplary success in delivering education services to generations of students, teachers, parents, and care providers throughout the state of Kentucky.

The 2010 NETA Awards winners are:

INSTRUCTIONAL MEDIA
KET / Lexington Kentucky
            Art to Heart (Inservice)
            Scale City: The Road to Proportional Reasoning (Instructional Content)
Blue Ridge PBS / Roanoke
            Virginia in the Civil War: A Sesquicentennial Remembrance
             (Instructional Content)
Penn State Public Broadcasting / WPSU
            Blue Ribbon Readers (Instructional Media Product)
Wyoming PBS / Riverton
            Wyoming Field Trip (Instructional Media Product)
Utah Educational Network / Salt Lake City
            Finance In The Classroom (Teacher Resource)

PROMOTION

KMOS / Warrensburg
            My Source: The Bacon Brothers – Michael’s Revenge (Corporate/Institutional)
Nashville Public Television
            Where Will NPT Take You Next?  (Corporate/Institutional)
            Children’s Health Crisis Long-lead Promo (Single Video)

Idaho Public Television / Boise
            My Source (Corporate/Institutional)
Milwaukee Public Television
            Great Circus Parade Station Carriage Promotion (Print Design)

WCTE / Cookeville
            Close-Up Program Guide Redesign (Print Design)
Wyoming PBS / Riverton
            Alan K. Simpson (Promotion Campaign)
South Carolina ETV / Columbia
            G-Man: The Rise & Fall of Melvin Purvis (Promotion Campaign)
South Dakota Public Broadcasting / Vermillion
            Neutrino Day (Single Video)
New Hampshire Public Television / Durham
            MESY- Math, Engineering, Science & You! (Single Video)
WXEL / West Palm Beach
            Forever Young (Special Event)
Thirteen/WNET.org / New York
            Spark of Learning (Special Event)

COMMUNITY ENGAGEMENT
MontanaPBS / Bozeman
            Blueprint America: Parks & Trails Montana (based on a national project)
AETN / Conway
            Arkansas State & National Parks Initiative (based on a national project)
Wisconsin Public Television / Madison
            Back in the World: Portraits of Wisconsin Vietnam Veterans (based on a local
             project)
Blue Ridge PBS / Roanoke
            JobQuest (based on a local project)
            JobQuest (Community Impact)

CONTENT  PRODUCTION
Mississippi Public Broadcasting / Jackson
            The Gulf Islands: Mississippi’s Wilderness Shore (History)
Mountain Lake PBS / Plattsburgh
            Dead Reckoning: Champlain in America (History)
WLRN / Miami
            All in the Same Boat: Stories of Breast Cancer Survivors (Information)
Blue Ridge PBS / Roanoke
            JobQuest (News and Public Affairs)
            JobQuest (Information)

Wyoming PBS / Riverton
            Wyoming Performances Presents the Cheyenne Symphony (Performance)
KUED / Salt Lake City
            Red Rock Rondo (Performance)
Nashville Public Television
            NPT Reports: Children’s Health Crisis (Science)
Vermont Public Television / Colchester
            Emerging Science, Season 3  (Science)

The NETA Awards are annual recognition of member-produced excellence in public broadcasting, a tradition established more than forty years ago by the pioneering Southern Educational Communications Association. 

NETA is a professional association founded in 1997 to serve public television licensees and affiliated educational organizations.  The organization has members in 42 states, the District of Columbia, and the Virgin Islands.  NETA is headquartered in Columbia, SC.

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Thu, 13 Jan 2011 10:13:50 -0800 Community Engagement: Almost Rocket Science NETA Session http://neta11.posterous.com/community-engagement-almost-rocket-science-ne http://neta11.posterous.com/community-engagement-almost-rocket-science-ne Thursday January 13, 2011

Rosemary Olas/KMOS
Tiffany Verkler/AETN
Lauren Prestileo/WGBH/American Experience/Freedom Riders
Blogger Reporting: Kate Spears http://www.KateSpears.com

Gary Greenberg gave some brief remarks about a project about childhood asthma "CAARE FOR CARE PROVIDERS" which helped daycare providers to prevent serious and moderate asthma episodes in underserved populations of children. 

The partners were the American Lung Assn of Ohio, Boonshoft School of Medicine, Univ. of Cincinnati, Dayton Area Family Child Care Assn., Regional Air Pollution Control Agency

Gary shared a clip of a spot that was distributed as well as a clip of an "Air Quality Alert" that they produced to create awareness. 

Year 1 Evaluation Highlights showed that there was an increase in numbers for awareness about asthma in the community.

Careasthma.org is a resource and Gary encourages folks to visit

Lauren Prestileo spoke next about "Freedom Riders," that it was shown at Sundance and then to some high school students who were very moved by the experience. 

Trailer for the film is available online.

The site and project helps to provide a more comprehensive resource on this complicated story, including a full stream of the film, 12 original short films, a fully-animated map of the Rides, an interactive roster of the 436 Riders, nearly 2 hours of video clips

Screenings & Forums are taking place all over the country to be a jumping off point for conversation about civic engagement today, both locally and nationally. 

Traveling Exhibit is going to 20 cities across the country (full list at the site listed above). Much community programming has been created around this exhibit. 

40 College students will join the original Freedom Riders to retrace the route of the 1961 Rides, which will coincide with the 50th anniversary of the Rides...May 6-16, 2011.

Tiffany Verkler spoke about Cause Marketing and the project that AETN did with the Arkansas State & National Parks, with local outdoor apparel and gear company Lewis & Clark Outfitters.

"finding the partner that fits you, finding out what they can do for you and working together for a similar cause" 

Co-branding partnerships are one option, decide if you want exposure or funding. The station received some funding from CPB and also much of the underwriting included in-kind gifts

Events for Marketing & Outreach: Meet me in the Parks.

The 45 minute National Park Film screener was shown at each event and everything was tied back in to push the film. 

 

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Thu, 13 Jan 2011 09:05:36 -0800 LZ Lambeau and Wisconsin Vietnam War Stories, NETA Session Notes http://neta11.posterous.com/lz-lambeau-and-wisconsin-vietnam-war-stories http://neta11.posterous.com/lz-lambeau-and-wisconsin-vietnam-war-stories Thursday January 13, 2011

LZ Lambeau & Wisconsin Vietnam War Stories

Kathy Bissen, WPT (not in attendance) 
Don Jones/Project Director for LZ Lambeau
Jon Miskowski, WPT
Blogger/Reporter: Kate Spears http://www.KateSpears.com 

(FYI: A toolkit is available that was funded by CPB)

During the listening sessions with Vietnam Veterans, they began to open up and share their stories, which then drove and inspired the question of "what to do with this project in dealing with certain limitations (reach, etc.)?

Don Jones - Within the circle of veterans, they distinguish themselves as Vietnam veterans and Vietnam "hero" veterans based on whether or not they served in the country. Some were hesitant to come because of the stigmas attached to these distinctions. There are also folks that the vets called "wanna-bes" who are known for big talk, but aren't legitimate and the true veterans can identify them very quickly. 

The panelists showed about seven minutes of the documentary, including the section entitled "All Hell Broke Loose." 

"No other group in the American populace has a higher suicide rate than Vietnam Veterans, although the rate of suicide within veterans from Iraq/Afganistan is rising." 

Veterans were extremely resistant to this project and it took much diligence in building their trust. The producers had to remain committed and keep coming back to prove themselves to the veterans, who had never told their stories before this documentary project. Public Broadcasting provided a good vehicle because of the built trust that it has as well as the ability to show the power & meaning through storytelling. 

Partners began coming on board to see how they could help make this project happen. 

Regarding public broadcasting...."At our best, we are sensitive to our audiences" 

Producers even had an issue arise for the initial screening where some folks vocalized things they were dissatisfied with, but because the producers listened and took things into consideration, it was resolved in a constructive way. 

Panelist Jon Miskowski said they have learned from teachers that more resources were needed in order to teach these topics effectively. They created curriculum for the school system to use in companion to the documentary. 

There were community screenings in partnership with the Wisc. Library Association & Univ. of Wisc. System.

A traveling portrait exhibit created by WPT Photog Jim Gill & Wisc. Veterans Museum has been a powerful tool to help show people that all vets are not the stereotype "homeless guy under a bridge." 

Look for Medal of Honor recipients in your area because Vietnam vets take this medal very seriously. 

Some of the challenges of this event:

1) Liability insurance/working with police/fire depts.
2) Protest from veterans groups
3) Logistics of "The Ride" 

In the small town of Freedom, Wisconsin the entire town shut down while the ride was going through. With the help of State Troopers and community members, the ride was a success. The producers said they had little to do with what happened in Freedom, that it was just a result of the project being taken over by the community members involved. 

The plan was to have 1244 motorcycles to represent the number of Wisconsin veterans who were killed in action, but there ended up being many more. 

The event gave veterans a chance to attend with their families, which is not often the case as there is a history of vets being alone. 

Another part of the project was the creation of a large map of South Vietnam and S.E. Asia where the veterans could go identify locations on the map and sign their names on the map in the spots where they had been. This led to vets meeting each other on the map and connecting based on where they served. 

White chairs were lined up on the field to represent the veterans killed in action. 

Visit the site to find all the tools and materials associated with this project: http://www.LZLambeau.org/toolkit

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Thu, 13 Jan 2011 08:13:00 -0800 Portable Production Solutions http://neta11.posterous.com/portable-production-solutions http://neta11.posterous.com/portable-production-solutions

Portable Production Solutions
Low end to high-end portable (non-truck) multi-camera suitcase studios.

Justin Harvey/NPT and Ralph Welch/WCTE

Low end: Tricaster (used by NPT)
$12K (SD) to $20K (HD) for everything. 3 cameras, software-based switcher, record sources. Add-ons like an outboard switcher available. The unit paid for itself in the first year. NPT does about 20 partner shoots a year and (depending on the production’s complexity) charges $2-3K for the first hour of production and $500 per half hour after
that. Partner productions are co-ownership/copyright. NPT requires that they be the sole broadcast distributor for partner projects. Partners have stream and on-demand rights. NPT retains all editorial control. Staffing is done by station employes and interns. Also has green screen capability. Line suts only on NPT’s 4-year old model. Newer Tricaster models may have iso record capability.

High End: (used by WTCE and paid for by an R.U.S. grant) $850,000 suitcase studio. Plat panel displays. Runs on 3 20-amp  service. 5 cameras, 3 replays/record decks. Their unit does all their production. It is their HD control room for all ENG productions. WTCE has a staff of 14; 7 of who are in production. 50% of their station staff are directly involved in content creation, including (as we saw at the Jammim’ at Hippie Jack’s taping session at the Tennessee State Museum), WTCE’s General Manager Becky M.

Tim Zeko, WKAR-TV

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Wed, 12 Jan 2011 21:55:40 -0800 Maximizing Your Online Impact http://neta11.posterous.com/maximizing-your-online-impact-0 http://neta11.posterous.com/maximizing-your-online-impact-0

Maximizing Your Online Impact

Libby Peterek, Web Director, KLRU

Jesse Overright, Web Developer, KLRU

Problems with old KLRU website

            Resemble a PDF document,

            Difficult to navigate

                        Represented the organizational structure instead of what the viewers want

                        Everyone wants to be on the homepage (gets too cluttered)

            Difficult to Update

                        Mostly static pages

                        No central template

                        Design and site architecture problems

                        Nowhere to promote news, updates, programming

            Common Web Problems

One station had Sarah Terpeny from PBS provided ideas for how to improve their website.

Redevelopment Process

            Cross departmental team

-         brought buy-in

-         each cared about something different

-         addressed key problems and set goal         

-        

Libby developed a content inventory to inform navigation and also made priorities using Google Analytics

Identify main focus

            - Flattened navigation

            - Easier to update

            - Focused promotion

After the first design, the group went back to redesign, regroup, rethink focus

-         Donate functionality on every page

-         Promotion area on homepage

-         View “what’s on” across 3 channels

-         “Fresh” content on every page

Maximizing Your Impact

           

To CMS or not to CMS?

            CMS is a personal choice

                        Static or dynamic content

                        Who and how many will be updating?

            Experience

-         Drupal/Joomla/Wordpress –All are options for CMS

Local Productions

Separate Content from design

           

            RSS Feeds -

            Repurpose Content

-         One input, many outputs

-         Blog contents as news box

-         Blog categories fuel separate pages

-         Mobile schedule

Automate Functionality – set it and forget it, let the computer do the work

            Use a Google Calendar to schedule your promotional  calendar (and it’s free!)

            OpenX – use it to promote upcoming events (and it’s free!)

           

Widgetizing Code

            One-stop editing

                        -Enables quick, site wide changes

                        - Centrally managed menus

            Templates

                        Just copy the template and easily create a new page

Simplify Online Giving

           

            Remove barriers to giving

                        Primetime pledge slides

                        Directed navigation

           

            Don’t be afraid to try a hybrid solution

                        Netcommunity/Convio/Kimbia

            Have ideas and ask for them

                        Donate on every page

18% of KLRU membership gifts were raised online

                        Non-profit average is 11%

                        PBS station average is 7.5%

Leverage PBS Tools

            Get involved, ask for what you want

-         COVE pro

-         PBS Shop

-         Merlin

-         Limelight/Liverail Contract – streaming video/Online monetization

Additional Concerns

                        Accessibility

                                    -Talk to the experts in your community

                                    -WAVE

                        Mobile

                                    -Donation widget

                        Viewer Feedback

                                    -During Development and after

                                    -Survey Monkey

                                    -Building in contact information for broken links

                       

Operation LA

                        Just helped PBS SoCal update their site

                        They were able to change the site in about a week.

What’s Next?

                        Schedule redesign

                        KLRU/PBS strategic plans

                                    -Arts, Public Affairs, KIDS

                                    - Starting to create an Arts portal

                        Analytics/Research

-         Online/On-Air/Outreach

See the finished product at www.KLRU.org

        

E. Seton L. McIlroy

Manager, Online Communications, Education & Outreach | PBS

slmcilroy@pbs.org | 703-739-5199

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Wed, 12 Jan 2011 15:09:47 -0800 Building Your Station's Own American Archive http://neta11.posterous.com/building-your-stations-own-american-archive http://neta11.posterous.com/building-your-stations-own-american-archive Panelists were Matthew White (CPB), Amy Schumaker (SCETV for Kerry Feduk) and Karen Cariani (WBGH, via Skype)

This session focuses on the American Archive project to digitize local content (including programs, outtakes, work tapes, promos and interstitials, and more).

SC has taken their archives and created different strands. Now they include perpetual rights in their contracts.

It is moving the program content from analog to digital, crating file formats. In the end, its the amazing content in the archives. Matthew showed a video explaining the project. Edward R. Murrow opens it saying "These individuals have creted a treasure of archival materials."

The trouble is, the tape is decaying, much is thrown when purging for space.

The idea is to provide access to all these American treasures.

Examples show educational programs, talk shows, Julia Child, Dick Cavett, old tv classroom shows (geography, for example), children's, news, documentaries, performance, public affairs.

This project also includes NPR content -- features, interviews, local StoryCorps, audio from news coverage as well as reports.


Building Your Station's American Archive is part of a long attempt to get an archival program off the ground beginning back in 1977.

Activities include three areas -- Planning / Pilot Program and Rights/Clearance guidelines.

Preservation -- This includes restoration, digitzation, digital repurposing. The idea is that this content will be available to be repurposed and possibly monetized.

There is a true desire to work on American archive issues. The need to build ways so communities themselves can plug in.

Inventory Statistics -- in January 2011, 221 entities are on the map for the grant process, representing 2.4 million unique tapes and films. So far, 56 proposals have been received. The grant application period ends January 31.

An amazing amount of assets and hours are part of this. The work group was surprised by the enormous volume of content created by local stations that can be part of the inventory.

Karen (karen_cariani@wgbh.org) said the goal was to turn over every stone of radio and tv programming no matter where it is. It could be in someone's basement, their personal collection or in the station's tape library.

Project goals -- be comprehensive -- what exists and has survived, where is it and what is it (tape, etc.)

Analogy: This is the Census of Archived Public Media.

Critical content includes what is at risk.

Benefits of Participation:

Gain control of your station's material
Mine data for future project
Documented content can be in a searchable repository
Applying for the grant makes the station eligible to apply for future preservation and digitization funding.

You are eligible for futre grants only if you apply now.

Eligibility:

Public TV or Radio Station
Content older than one year
Can you provide staff to do inventory or work with SWAT team
You are committed to saving adn restoring your material
You can manage the financial contract (CPB)

Scope:

Submit existing inventory records
Create new records for remaining inventory
This is an inventory list -- not a catalogue (Title only)
DO NOT PLAY TAPES -- they may only have one play left in them
If you can't fill required fields, it's OK. They'll work with you.
Location (top shelf of Nancy's closet in blue box)

Steps: Collection Survey (puts station on map)
Sign form
Include budget ($2-3 per asset; $1/per record

Quick tips

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Wed, 12 Jan 2011 15:09:47 -0800 Engaging New Audiences with Community Cinema http://neta11.posterous.com/engaging-new-audiences-with-community-cinema http://neta11.posterous.com/engaging-new-audiences-with-community-cinema

Engaging New Audiences – Community Cinema, a project of ITVS, offers stations, organizations and community groups films from the PBS Independent Lens series to hold screenings featuring discussions, partners and audience involvement.  For PTV stations, Community Cinema is providing a new opportunity to reach diverse audiences. Looking for a way to engage with a younger adult audience? To date, about 19 percent of the attendees are ages 19 – 29 and 43 percent are ages 30 – 49.  The main criteria are that events are free and open to public where all points of view are welcome! What Community Cinema events can do is reframe debate, advance discussions and create empathy around topics and issues that important to your community.

ITVS provides all the tools needed to plan, promote and hold an event in your area with extensive promotional and program materials that are adaptable to your community needs. ITVS also has staff support to not only help you get started but to help sustain your CC program. One of the key benefits is the ability to create community partnerships, often times related to some of the national organizations partnering with the film and local organizations committed to those issues in your area.

Screenings happen in a variety of venues. Art house theaters, museums, libraries, churches, college campuses, etc. CC events in St. Louis Missouri were presented as an example of successful events. Examples were given of ways to fund events including working with organizations and businesses in the community. They partnered with the Missouri History Museum which had a large auditorium and received funds from the Employees Community Fund of Boeing St. Louis and State Louis University to help cover any cash costs like light refreshments. The local newspaper, the St. Louis Beacon is also a partner for Community Cinema. The ideas for activities and ways to involve the audience were endless.

For stations, CC can raise your profile in the community, provide significant promotional opportunities, create new partnerships and maybe even help find new members.

ITVS also offers Community Classroom,  a free curriculum-based resource that engages educators and students through film.

For more information, contact one of the presenters:  Tiffany L. Verkler, AETN tverkler@aetn.org; Sydney Meyer, Nine Network smeyer@ketc.org and/or Allison Inman, ITVS: Allison_inman@itvs.org

 

Amy Shumaker
Executive Producer of Content
South Carolina ETV
1101 George Rogers Blvd.
Columbia, SC 29201
803-737-3433

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Wed, 12 Jan 2011 14:44:01 -0800 Maximizing Your Online Impact http://neta11.posterous.com/maximizing-your-online-impact http://neta11.posterous.com/maximizing-your-online-impact Panelists for this session were Jesse Overright and Libby Peterek from KLRU.

This session focused on the impact of a station's online presence on audience and donors and discussed how to harness web tools to reach out and engage that audience. KLRU has been in the process of of regrouping and rethinking their site. A "donate" functionality is on all pages, the promo area on home; View "what's on and fresh content via a blog is on the bottom of the blog and on targeted pages (family, program oriented). This offers continuing dynamic content.

Blogs, blogs, blogs -- these are more important than ever. (This came up in the communication council meeting yesterday as well)

Maximize your impact -- your thoughts will include choosing a CMS, separating content from design, automation functionality, wigetize code, leveraging PBS assets, online giving and local presence.

CMS -- it can be static or dynamic -- a consideration: who and how many people on your staff will be updating web content.

KLRU found Drupal complicated. The Austin City Limits blog is ofrom Joomla. The current site uses Wordpress -- it looks like the rest of the site and is user friendly.

Separate content from design

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Wed, 12 Jan 2011 13:27:11 -0800 Don't Tweet Your Lunch Session http://neta11.posterous.com/dont-tweet-your-lunch-session http://neta11.posterous.com/dont-tweet-your-lunch-session Don't Tweet Your Lunch, Using Social Media Effectively
Laura Hunter/ Utah Education Network
Jared Covili/Utah Education Network
Amy Baroch for Amanda Hirsch/Amanda Hirsch Consulting
Blogger/Reporter, Kate Spears http://www.KateSpears.com

The session began with a video clip of Ethan Zuckerman talking about the World Cup and a faux Twitter campaign about an announcer that some soccer fans didn't like. The governing body of NETA wanted to use Twitter more to engage others, even folks who aren't here at the conference. 

www.coveritlive.com is a free service where you can allow up to 50 people to live blog as part of your session, much like what was going on in the twitter convos, but as a blog instead. 

Jared showed a graphic that displayed the concentrations of Facebook users plotted on a map of the world. Cross-promotion is one of the strategies that are important to look at. 

www.facebook.com/twitter/ allows users to automatically post information to both platforms, re- purposing a comment in multiple venues. More social media aggregates are becoming available to help you cross-post. www.kurrently.com lets you search for a specific term and see how it is being referenced within the worlds of Facebook and Twitter. 

Someone asked a question about the issue of using cross-promotion, in that it might seem like you are just sending out the same messages over and over via different channels. 

When an announcement was made by Yahoo that "Delicious" was being put on a short-life list, millions of people stopped using Delicious. 

Going Mobile - President Obama used text alerts to announce who his Vice-Presidential choice was going to be. A new wave in politics using social media. 

UEN decided to create UEN.org Mobile which allows cross-platform promotions.

www.txtwire.com is a new program that allows users to sign up to receive text alerts, i.e. station viewers, to share ideas about technology & events

Provide Unique Content - People want social media to give them bits and nuggets that they won't get elsewhere. ex: The White House's photostream on flickr, YouTube First Question w/ Robert Gibbs, White House Press Secretary

Give behind-the-scenes-looks for your viewers.

Get your community involved - Google Demo Slam is letting people create training videos for their products and then they pit 2 against each other where viewers can choose the winner....this gets users to help create content (i.e. Chubby Bunny Contest via Voice Recognition) 

Super Bowl Commercials fan diy, Doritos Super Bowl Ad

Laura Hunter - Old Spice social media campaign, 48 hour period where a team of writers got together and recorded video responses to any social media messages that were coming in rapid-fire style. Millions of people retweeting. Equal balance of responses to famous people, and others. (i.e. Demi Moore)

Popcorn by Mozilla: New ways to present media...allows you to have an online conversation simultaneously while showing videos/images, etc. 

Crowdsourcing...Universal Subtitles takes videos on the web and adds subtitles to them, for example the band OK Go's entire catalog. NewsHour tried this too and one post was subtitled and translated in about 9 hours. This also makes videos searchable on Google. 

Amy for Amanda Hirsch

Social Media: Inspiration & Resources for Public Media Stations

Use Social Media to...

Provide access to station talent & other local figures --- Help a viewer meet an author whose book they're reading

Connect organizations in your network to create online communities --- Build connections between theaters, museums, local biz

Facilitate discussion about key local issues --- Spark discussions on art & authenticity, politics, etc. 

"Our current funnel goes something like this: Blast our marketing, see who responds, ask them for money, send them a receipt, ask them for more money." 

"The new funnel should work like this: Go out to where people are talking about our issue online, listen, reflect back on what you're hearing, invite small acts of engagement, listen..." 

Have a blog to anchor your social media activity.

People want to engage with a person, a personality.

Examples: March of Dimes, Indiana Public Media, Humane Society, Basin PBS

Use Social Media to....Raise money, nurture relationships w/ devoted fans, create strategic partnerships, attract new audiences, modernize your brand image, convene community to discuss critical issues, get real-time program feedback

Recommended reading:

Content Strategy for the Web, Kristina Halverson
The Networked Nonprofit, Beth Kanter & Allison H. Fine
ShareThis!, Deanna Zandt

Homework from this session: 

Public Media Chats

Monday 8-9pm ET

Last Remarks: Don't watch social media from afar, Be an active participant yourself. Understand it from the inside and then use what you learn (and the connections you make) to help your station. 

@amanda_hirsch

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Wed, 12 Jan 2011 10:08:42 -0800 Community Partnerships: Growing a Perfect pair the Green way Session http://neta11.posterous.com/community-partnerships-growing-a-perfect-pair http://neta11.posterous.com/community-partnerships-growing-a-perfect-pair
Community Partnerships: Growing a Perfect pair the Green way, Wednesday Jan. 12, 2011
WCTE-TV, Cookeville, TN
 
Cindy Putman, WCTE-TV
Reggie Brown, WCTE-TV
Erica Duarte, WCTE-TV
Blogger/Reporter: Kate Spears
 
Panel:
Cynthia Kent, Pick TN Products
Lisa Shively, Local Table Magazine
 
Cindy Putman did some brief introductions about partnerships between WCTE, Susan G. Komen and Live Green & Prosper as well as the folks sitting on the panel.
 
The goal for this project was to take something creative & successful and then create a new product without exerting efforts to reinvent the wheel. Instead, WCTE decided to identify what it was really good at and then try to connect with other community organizations who could help to do those things even better. The attendees were instructed to think of 3 possible partnerships and jot them down.
 
Dreaming Big: (Identify these)
 
3 most successful partnerships/projects
3 ideas for your station if money was no object
3 ideas to take to your GM/Station Managers
 
WCTE found out that CPB was going to distribute funds through an Economic Response Grant. Erica was one of the people involved in writing the grant and so they began brainstorming about some needs in the community that might be met through the grant. GM Becky Magura had recently read Barbara Kingsolver's novel about living & eating local and was inspired by this. WCTE staff started doing research and found that if each community member bought from local farmers' market, it could boost the economy by $1 million. It was then important to identify people and resources on the state level who would be able to help. The creation of an advisory panel helped to bring together the Dean of Agriculture from the local university, farmers, agriculture workers and others.
 
The advisory panel/partner panel helped lead in the direction of what/who to feature on the Live Green show which opened up a revenue stream that was previously not possible. Ex. FarmAid, Southern Regional Ag. Agency, etc.
 
The initial project involved buying local food at the farmers' market and cooking it in a brainstorming session. Some partnerships already established were with Head Start & Susan G. Komen.
 
"Eat Your Zip Code" slogan
 
Teamwork- Getting everyone on board wasn't hard, but keeping them onboard was a bit tougher.
 
Some of the events that helped to bring all of this together were: Local County Fair (WCTE provided coverage), Weekly farmers' market, Stations of Imagination, Susan G. Komen Race
 
Panelists presentation:
 
Cynthia Kent - detailed the issues faced in State product marketing, including reaching out to farmers when it's much more difficult to reach consumers.
 
Specialty Crop Block Grants are part of the USDA effort to help farmers transition particularly in tobacco states to other crops, if you will grow a specialty crop (honey, cut flowers, horticulture) you can get funding. Also, Rural Development offices are trying to build economic strength in rural communities and this might be a way for public television stations to partner.
 
Working with scientists who knew a great deal in their fields often presents challenges in that they don't know as much about marketing themselves and writing grants. In the beginning of PickTN Products, it was all about processed products via grocery stores because everybody thought small farms were dead. Now that there has been a resurgence of local agriculture and small farming, PickTN products changed its focus to farm products and then things began to take off.
 
Cynthia said that working with public television gave her org. a better deal and her dollars went further. She learned the phrase "lifetime learners," folks who are more interested in experiences than acquiring material things. She has been approached by people who were excited to have seen/heard her on television through spots on WCTE. This connection with the community has been invaluable to Cynthia's organization through the impact being made. Even though her funding for this year is going to be cut, she is still planning on keeping the partnership alive when future funds are available.
 
Lisa Shively - She started Local Table Magazine which combines stories about local farmers, events, farmers' markets, etc to inform the community. Each issue contained news about the Live Green & Prosper program and Local Table was written into grants so that it was a win-win for Lisa's funding and reach.
 
Lisa is part of the advisory to help identify stories and farms and covers all of Middle Tennessee (south to Giles County, west to Lawrence Co. and north to KY). Erica said that Local Table allowed WCTE to avoid doubling efforts to achieve results.
 
Cindy Putman then showed some clips from Live Green Tennessee one in which staffer Amanda Collier demonstrated making her Award Winning Peach Jam. All videos can be viewed on http://www.wcte.org
 
Kate Spears spoke about the blogging partnership she formed with WCTE where she was given a permalink on WCTE's site in exchange for writing one post per week about green topics and sending traffic back to the Live Green site.
 
Tonight is the Jammin' at Hippie Jacks Event where local product Tennessee hams were donated by Benton's Country Ham (famous vendor in Madisonville, TN).
 
 
 

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Wed, 12 Jan 2011 09:34:01 -0800 PBS Interactive: Strategies for Growth http://neta11.posterous.com/pbs-interactive-strategies-for-growth http://neta11.posterous.com/pbs-interactive-strategies-for-growth

PBS Interactive: Strategies for Growth

Kristin Calhoun, Director, Station Products & Innovation, PBS

Sara DeWitt, VP PBS KIDS Interactive, PBS

Five Trends in Digital Media

1. Social Media
a. Facebook traffic has  surpassed Google
b. Growing source of traffic for pbs.org
c. Nearly half a million fans on Facebook

2. Video
a. 466 million YouTube users globally


b. 42 million Hulu users
c. Opportunities for sponsorship and underwriting
d. The primary reason people go to pbs.org is to watch video
e. Pbs.org is 19th most popular web site for video in November.
f. PBSKIDS.org is the #1 kids site – 9.8 million unique viewers per month


3. Mobile – is outpacing desktop internet usage
a. Users spend $6.9 billion in mobile apps in 2010


4. Mobile – iPad is causing dramatic change


5. Mobile – More than half of cell phone users go to the internet on their phones daily


Strategic Goals
 Grow the audience
 Drive TV tune-in
 Create revenue opportunities for stations and PBS

8 PBS KIDS iphone apps have been launched – 500,000 apps have been downloaded

iPhone app just released - #1 app last week

   31% improvement in vocab acquisition when the Martha Speaks app is used

   PBS New Media Strategy
COVE – 77% adoption by PBS stations
- 200% growth in traffic since last year
- 2000 hours of nationally produced content, 3000 hours of locally produced content
- Has been integrated into Facebook pages
- All stations can view analytics for their programming on COVE

New PBS.org
 - Merlin powered
 - Median age for pbs.org is 34.2 as compared to 62 for broadcast
 - 15% traffic increase from pbs.org to stations since the relaunch.
 - On-boarding stations to Merlin
 - Document and share best practices
 - At least 80 stations on-boarded on

E. Seton L. McIlroy

Manager, Online Communications, Education & Outreach | PBS

slmcilroy@pbs.org | 703-739-5199

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Wed, 12 Jan 2011 07:53:00 -0800 Back to the Future: Shootout at the IP Corral (Where is Broadcasting Headed?) http://neta11.posterous.com/back-to-the-future-shootout-at-the-ip-corral http://neta11.posterous.com/back-to-the-future-shootout-at-the-ip-corral

January 12, 2011

Back to the Future: Where is Broadcasting Headed?
(AKA: Shootout at the IP Corral)

Jeff Tucker, Idaho PTV
There is a mix of production folks in this session.

Jerry Field, APT
Eric Wolf, Technology Strategist

Philosophy
Enabled but not defined by technology. Content still drives the
product. Must have an ability to adapt to the times. Public policy
shapes the industry- lack of flexibility can limit us.

The arc: Moore’s Law and corollaries. System specs/technology capability
doubles every 18 months.

It’s not about TV vs. The Net. New technologies will redefine ‘show’ and ‘network’, but not substitute for them. It’s additive. There is no ONE magic technology. Netflix will not kill broadcast television.

10 years is a LIFETIME in the tech world.

Good News: 

Cable must compete with us. Bad News:
Broadcast system built on 70-year-old regulatory structure and does NOT
work for the future.

Good News: Newshour beats CNN and MSNBC but…
Bad News:
…May lose to ‘Angry Birds’

Classics:
Processing faster, storage greater, more connectivity, more input
devices, Batteries last longer, displays use less power and look great,

Are we close (enough) to ‘infinity’? We are now set up to receive
media anytime, anyway, anyplace wirelessly.

1Ght multicore processors in handsets
Bandwidth: 25 Mbps at home
7-8 Mbps in hand
Massive storage (your whole library in your hand)
Reach (accessibility & discovery) – find out about it
Trial (accessibility, narrative, personalization, timeliness) – try it
Stick (Brand/author, narrative, timeliness) – habit forming

Watch list:
Comcast/nbc merger
Mlb.com (mlb advance media)
Amazon Cloud Business (with great transparency) MS Mediaroom
Rovi
Apple
Google
VZN (iphone/ipad)
Lady Gaga’s new glasses w/Polaroid
TX/Sony-Comcast/Samsung
Netflix (doing a lot of things right. No longer a company that sends
you a DVD in the mail) Rightcove
Hulu

Get your house in order:
FIRST:
Implement Cove
Get media assets / workflow in order
Digitize (slowly) your library
Get (lightly) involved in social media

THEN: Get everyone in the organization focused on building your station’s
relevance/importance to your audience and then…
THEN 2.0: Get everyone in the organization working together to build a 1-1
relationship with every viewer. (ie. not broadcast, narrow focus)

Discovery is more than search- www.Hubspot.com/inbound-marketing-hub

Adoption cycles are shorter and more dramatic. The iPad didn’t exist
a year ago. 80 new competitors have introduced their ipad version at
2011 CES

The 5-year plan in business is dead. Don’t get into long-term contracts with ANYONE.

Sweet spot: Make sure file exports are optimized for as many devices as
possible. But pay attention to format & resolution.

-Tim Zeko
WKAR-TV Executive Producer

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Wed, 12 Jan 2011 07:43:27 -0800 Is Social Media Even Worth the Effort? Session Blog Post http://neta11.posterous.com/is-social-media-even-worth-the-effort-session http://neta11.posterous.com/is-social-media-even-worth-the-effort-session Session: Is Social Media Even Worth the Effort? Wednesday Jan, 12 8:30
Amy Baroch/PBS, also for Kevin Dando
Terry Dugas/NET Nebraska
Kevin Brown/Rockhouse Partners
Reported by blogger, Kate Spears http://www.KateSpears.com

Terry began this session by speaking a bit about how social media is the hot topic on peoples' minds right now and that a big question/concern of managers is "what is our return on investment?" 

Amy shared some information about different social media ventures that involved the Twitter platform "TwitGrid" as well as a Facebook campaign. 

Amy stressed that something they feel is vital is a collaborative effort, with stations and all the departments that comprise them. 

Some stats: 

PBS's main FaceBook page has over 480k fans and adds 500-1000 daily.
The main Twitter page has over 640k followers with a gain of 300 each day. 

These fans and followers can be used to benefit stations in that they help to drive visitors to sites. They advise stations to monitor Twitter hashtags (i.e. #WCTE) as well as to stay abreast of Kurrently.com which helps to monitor keywords and search terms. 

Stay up to date with PBS's Facebook page and Twitter account to see what it is discussing or promoting. Send items that your station would like promoted to Kevin Dando at PBS. (kdando@pbs.org)

Facebook posts can now be geo-targeted in a way to share them with folks in your viewing areas to help promote events and other goings on in your area. 

Take advantage of the great tools at PBS Interactive (free tools, tips, webinars/etc.)

Kevin Brown (Rockhouse Partners) - "Social Media Measurement"

Rockhouse is focused on music, sports, and live events (major music festivals, venues around the country, Lance Armstrong Pro-Cycling Team, authors)

"Data focused & Dollar Driven" The digital marketing behind the scenes

"We don't have a choice whether we DO social media, the question is how well we do it" -Erik Qualman

Social Media isn't a fad, rather a fundamental shift in the way that we communicate. People, Technology & Time are the necessary things for good social media. 

"The best social media starts and ends with data." 

Great book "Content Strategies" by Christina Halverson

Trying to figure out your ROI is the Gain from Investment minus the Cost of Investment divided by the Cost of Investment

As of August 2009, 84% of marketing professionals did not measure their ROI

Social Media Metrics: easy to measure, but not conventional
1) Quantitative: unique visits, page views, followers, demographics, frequency
2) Qualitative: emotional component of social media, how people are connecting with your organization
3) Mix of Both: the number of positive comments, number of other blogs linking to you
4) ROI: How social media has increased viewership or led to more donors

The key is to choose metrics that most impact your org and don't get bogged down by the rest. 

Data >> Reporting >> Analysis >> Insight >> Action >> Data (cycle repeats)

At the end of the day there is a sequence in social media ROI, 1) investment 2) action 3) reaction 4) non-financial impact 5) financial impact

Driving traffic is half the battle, what users do/see/feel on your website once they click matters as much if not more. 

Successful social media strategies focus on more than just getting attention. 100k followers are not as great at 1k true fans who are actually engaged with your org. Try to cultivate relationships with the most passionate fans.

ROI Best Practices
1) Define goals & objectives (what are you trying to accomplish and how will you measure success?)

2) Track everything. All the time. (bit.ly, Google Analytics)

3) Give viewers donor opportunities where they live and play. Reach out to them where they are instead of waiting for them to come to you. 

4) Look at all metrics in one place (metrics dashboard to show a comprehensive dashboard of stats)

5) Test, test, test

6) An email address is always more valuable than a social media interaction

7) Don't think of social media channels in silos. Allow disparate social networks to complement and amplify each other. Drive interaction between the channels. CROSS-PROMOTE! 

8) ROI isn't just about tracking success metrics. You should also track time spent managing social media. 

9) Learn how to best communicate social media metrics to key stakeholders

10) Be patient. It's a process, not an event. 

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Wed, 12 Jan 2011 00:28:25 -0800 First day of conference video posted http://neta11.posterous.com/first-day-of-conference-video-posted http://neta11.posterous.com/first-day-of-conference-video-posted

The first day of general sessions from NETA11 is on it’s way to  the NETANashville YouTube channel.  We come  to conferences to learn and I’ve gotten quite an education today…  J

-          The Sony camera I’m using to shoot the sessions has a feature that automatically tries to follow a person’s face and keep it more-or-less in the same part of the picture.  Since our speakers can become  passionate and animated about their subjects, the picture can bounce around a bit as the camera tries to follow the face.  I believe I have switched off this feature so hopefully future sessions won’t do this. 

-          We’re working to correct the imbalance in lighting between the speakers and the background.  The bright blue highlights look cool here but tend to wreak havoc with the camera’s auto-iris. 

-          Due to a technical hiccup, I’m unable to post the session on Nashville Public Television’s wonderful NEXT DOOR NEIGHBORS project at this time. I’m hoping to have the glitch resolved soon so you can see this – it’s great!  Stay tuned!!!

Wish you were here but am happy you are along for the ride!!

Bob Petts

Program Development Manager, NETA

What’s on the front page?

Our latest offers!

Great video clips!  

We Twitter!

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Tue, 11 Jan 2011 19:19:05 -0800 Editorial Integrity for Public Media http://neta11.posterous.com/editorial-integrity-for-public-media http://neta11.posterous.com/editorial-integrity-for-public-media This general session featured Ted Krichels (Penn State Public Broadcasting) and Tom Thomas (Station Resources Group).

Session began with examples of questionable underwriting practices -- a beef council providing funding for an NET doc on the cattle industry; the FBI as a partner in "Facing the Mortgage Crisis." The question asked is "Does the viewer expect editorial integrity when the program has these underwriters.

Told how UNC turned over reporting materials into an ALCOA investigation -- including tapes and transcripts -- to a legislative committee. Is this university station considered a part of the state? (State funding)?

They then asked,"Do you know where your employees are, what they are saying off your air and do you approve?" Then a photo of Juan Williams appeared on screen.

It could happen to anyone -- we need to be prepared.

American people trust public television -- and public broadcasting.

But there are changing expectations in and related to technology (we're everywhere); the audiences, partnerships and transparency.

In this changing environment, we need principles, policies and practices to maintain the public trust.

Editorial integrity for public media is station focused -- this group came out of the Affinity Group Coalition and Station Resource Group -- it applies to radio and TV and is funded by CPB.

Core principles define public media -- a 1984 Wingspread Principles study noted: We are trustees of public service; our service is programming; credibility is the currency of our programming; many of our responsibilities are grounded in law; we are a fiduciary repository for public funds.

This group has guideposts and objectives. It is community based, inclusive and reflective, focuses on common good and accessible to all. The main objective is to increase public education and enrich.

The question is: Would a viewer reasonably question the role of the funder? If a public affairs discussion is funded by a state teacher and business lobby -- opposite points of view -- does that remedy the issue?

How does news and history differ? Does having a State Historical Society as an underwriter on the history of cattle industry that is also underwritten by vested interests balance it out?

We need to adopt transparent policies to guide those decisions.

Trasperancy is public media's calling card. Public acknowledgment amount of the grant and agreement details; publish editorial guidelines and funding standards and a glossary that includes what "brought to you in part by..." means.

How should public media apply standards and principles in community partnerships? Used the "great dates" example -- a partnership with shared mission, interests, clear division of labor, everyone brings something to the mix, there is systematic communication; the partnership guidelines are put in writing, there are benchmarks and opt-out opportunities.

Issues at the edge -- Emerging and unfamiliar platforms
Blurring lines of editorial ownership
Trade-offs with non-traditional partnerships
Do consumers actually choose sources in terms of reliability and independence?

Next steps for this group include final working group reports, feedback, recommendations, collection of resources and case studies.

The next issue on the table will be employee relations -- what can employees say or not say?

"Trust is our most important asset," says Ted.
Submitted by Jeanie Croope / WKAR/East Lansing

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Tue, 11 Jan 2011 19:01:46 -0800 NETA -- Opening Session Intros http://neta11.posterous.com/neta-opening-session-intros http://neta11.posterous.com/neta-opening-session-intros Some of these notes may duplicate Tim's, below.

Skip Hinton announced the next NETA conference is in October 2011 -- for many stations, it will be in a new fiscal year.

NETA Board chair Polly Anderson welcomed attendees, offered a moment of silence for those in Tuscon. "We are facing one of the most challenging years in public television," she said. "We have to work harder to defend opposing viewpoints and civil public discourse." Public media is more vital and relevant than ever, she reminded us, asking us to take heart in the national leadership of Paula Kerger (PBS), Pat Harrison (CPB) and Pat Butler (APTS).

Becky Magura (WCTE Cookville) spoke on the "Jammin' at Hippie Jacks event. Sounds fun!

Cindy Gaillard (WOSU) and Lauren Schwarze (9 Network) were recipients of the Ottinger scholarship award, while Linda Oltham and Debbie Robertson received the new Myers scholarships.

"NEXT DOOR NEIGHBORS"

Beth Curley (CEO, Nashville PTV) welcomed us to the city and introduced Karl Dean, Mayor of Nashville. We then saw segments from NPT's "Next Door Neighbors" project, introduced by Kevin Crane.

The programs look at four communities of immigrants in the U.S. We saw a 3:00 video clip, followed by explanation of the series. Nashville has 95 languages spoken in the public schools and it is a key home for immigrants to the US. The project came out of RTL workshops, as they did more workshops for immigrant community center. NPT realized the immigrant population was large, and received a grant for seed money, followed by corporate sponsors. The program offered immigrants a voice in American society and educated the community about the immigrant experience. It has been used as a tool to bring people to the table to speak to issues and understanding.

More docs are in production; 1,000 DVDs distributed and literacy workshops continue. Spoke highly of working with Harwood in terms of transforming how they worked.

LZ LAMBEAU/WISCONSIN VIETNAM VETERAN WAR STORIES

This massive community engagement project began as a conversation with 5-10 Vietnam vets, who were asked to talk about their story. After overcoming an extreme lack of trust, and a decided lack of eagerness in sharing the stories, these vets decided to give it a chance. Jon Miskowski (WPT) reports that the stories were difficult to hear and to tell. The big question: How do we reach every Vietnam veteran in the state? The components of this massive porject included a televison documentary, interview archives, a companion website, teacher's guide, community screenings and discussions, a history book (Our Veterans Remember), a traveling portrait exhibit with powerful photos and bits of interviews (art museums.) This led up to LZ (Landing Zone) Lambeau -- Wisconsin's official "welcome home and thank you," an event over three days. That weekend included a cross-state motorcycle ride, moving "Vietnam Wall," museum exhibits, motor pool exhibit, the "big map" (check the videos on this one), a lecture seris (topics: Hmong and War, Women in War, Music in War), school tours, Story Corps, a tribute inside Lambeau Field for vets that was broadcast statewide on WPT, Milwaukee Public TV, Wisc. Public Radio.

The Paper Wall included obits of fallen vets organized by counties. The Walking Map was an enormous map people could walk and write on.

A toolkit for stations is coming. Also, a reminder that Ken Burns is working on a Vietnam series.

Website:http:// LZLambeau.org/toolkit

Submitted by Jeanie Croope / WKAR (jeanie@wkar.org)

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