2010 PBS Annual Meeting

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Tuesday May 1812:05pm – 12:15pmTRAVEL TIME12:15pm – 1:45pmHOSTED LUNCH: AMERICAN EXPERIENCE’SFREEDOM RIDERS/WGBHGovernor’s BallroomIn 1961, 436 citizens – black and white – changed Americaforever when they defied state laws to travel by bus together.See the film Variety calls “superb,” meet director StanleyNelson and a Freedom Rider,and discover how your stationcan “get on the bus.”1:45pm – 2:00pmTRAVEL TIME2:00pm – 3:00pmPROFESSIONALDEVELOPMENT4th FloorCommunity Foundations: Your Local PartnerRoom 404More than 650 community foundations throughout theUnited States link donors to local and regional causes theycare about. Learn how stations can connect with thesefunding partners to create successful collaborations. Wewill discuss effective tactics on approaching and deepeningnew and existing relationships, and share a case study of asuccessful station-community foundation partnership.Presenters:• Ken Gladish, CEO, Austin Community Foundation/Austin• Cristina Hanson, Deputy Director, National Center forMedia Engagement/Madison• Karen Rolen, Vice President Community Investment, Community Foundationof Greater Birmingham• Gary Stokes, Vice President, Development, Alabama Public Television/BirminghamEffective Cross-Promotion and Break Building StrategiesRoom 410What are the best on-air break strategies? What is ourcompetition doing in breaks? How do you cross-promoteprograms and channels without confusing the audience?What tools can you use to hold audiences between shows?What are some creative ways to promote your onlinecontent? These are just some of the questions we’ll answerin this session. Hear from members of the PBS promotionteam on the latest in effective break retention strategies, seeexamples from our commercial competitors and your stationcolleagues, ask questions, and share your own ideas.Presenters:• Jennifer Allen, Director, Primetime Promotion, PBS• Timothy Bischoff, Senior Director, Marketing & Online Content,Kentucky Educational Television/Lexington• Bridget Louie, Associate Director, Creative Services, KQED/San FranciscoInspiring Enthusiastic Support from Viewers like YoursRoom 408Which messages trigger support and which send peoplepacking? Find out in this *new* research presentation revealinga deeper understanding of how the Explorer archetype canmake your fundraising and other communications even morerelevant and urgent. And, engage in discussion about how thearchetype can strengthen all areas of our business among ourbaby boomer target audience.BONUS OFFER: Margaret Mark will be available for 1-on-1meetings after the session to discuss how you can optimize theExplorer locally and to answer questions about your fundraisingor communications messaging. Email kchmielewski@pbs.org toschedule your 20-minute appointment today!Presenters:• Judy Braune, Vice President, Marketing & Communications, PBS• Margaret Mark, President, Margaret Mark Strategic Insight Inc./New York• Beth Suarez, Vice President, Development, PBSKick-Start Your Mobile StrategyRoom 400Mobile usage is ramping faster than desktop Internet didand will be bigger than most think. What are the key trendshappening today and what does this mean for all of us?This session will give an overview of key trends and currentactivity (including fundraising), with a special emphasis oncontent applications and the opportunities they present forpublic broadcasting.Presenters:• Calvin Carter, President, Bottle Rocket Apps/Dallas• Don Derheim, Executive Vice President, Marketing & Communications,KQED/San Francisco• Bob Minai, Senior Director, Interactive Product Management & RevenuePartnerships, PBS6
Tuesday May 18Maximizing Media ExposureRoom 402As promotion budgets continue to diminish, a strong publicrelations strategy becomes even more essential to buildingawareness of your station and your content. And, with fewerlocal reporters and television critics, publicists are changingtargets and tactics. Hear which have been successful andwhich have not. Tell us what’s working in your market and howthe national organizations can help publicize your services aspart of a powerful national/local public media story.Presenters:• Stephanie Aaronson, Senior Director, Communications, PBS• Joe DePlasco, Managing Director, Dan Klores Communications/New York• DeLinda Mrowka, Executive Director, PAI, CPB• Kellie Specter, Senior Director, Communications, WNET.ORG/New YorkStation Funding, Partnership and Market OpportunitiesUtilizing the Digital Learning LibraryRoom 412The Digital Learning Library is more than a collection ofcontent – it is a platform for supporting stations in thecreation of digital education services. Our panel of beta-teststations, who are building the first in-market services, discusswhat opportunities the DLL offers to their stations. You’ll alsolearn more about their respective support and funding models,plans for rolling out digital services to schools in the fall of2011, and see a sneak preview of their beta-test services.Presenters:• Polly Anderson, General Manager, KNME/Albuquerque• Brian Callahan, Chief Education Officer, WHRO/Norfolk• Ruby Calvert, General Manager, Wyoming PBS/Riverto• Kierstan Schwab, Executive Director, Texas Public BroadcastingAssociation/Austin• Lee Solonche, Director, Educational Media & Technology Services, VegasPBS/Las VegasWhat’s Happening at the PBS Foundation andPBS DevelopmentRoom 406Join Brian Reddington for an update and discussion onactivities within the PBS Foundation and PBS Development,and how these efforts align with PBS’ strategic priority ofstrengthening stations’ financial health.3:30pm – 4:30pmPROFESSIONAL DEVELOPMENT4th FloorThe Business Case for Creating and Distributing DigitalContent for the ClassroomRoom 412Why create digital content for the classroom? What’sthe value proposition? Hear from producers who haveparticipated in the Digital Learning Library pilot on thereasons why. Learn how to create digital content that makesa difference and the opportunities for funding that areemerging for digital content creators who are interested ininvesting in content for the classroom.Presenters:• Babs Bengtson, Director, Educational Services, WPSU/University Park• Leah Clapman, Managing Editor, PBS NEWSHOUR/Arlington• Joshua Gunn, Founder, Nutintuit Studio/Austin, TX• Laura Hunter, Director, Instructional Services & Station Manager,Utah Education Network/Salt Lake City• Eliza Licht, Director, Community Engagement & Education, POV/New YorkExploiting Full Nielsen Data to Better Serve Our LoyalCore Viewers, Attract New Viewers and Maximize LocalCorporate SupportRoom 406PBS is receiving full-time national Nielsen ratings and gainingdeeper audience insights thanks to generous support fromCPB. This session will reveal new – and sometimes surprising– information about who is watching by age, ethnicity, andreception type, as well as minute-by-minute viewing andduplication between programs. We’ll show how to use thisinformation to make the case for local corporate support,and solicit your advice for an upcoming large-scale audienceinsight project using Nielsen.Presenters:• Terry Bryant, Vice President, Media Research, CPB• Anna McDonald, Director, Development, PBS• Bill Merkel, Director, Research, PBS• Beth Walsh, Senior Director, Research, PBSPresenter:• Brian Reddington, Senior Vice President, Development, PBS3:00pm – 3:30pmEXHIBITOR BREAK – SPONSORED BY TEXAS PUBLICBROADCASTING ASSOCIATIONAustin Grand Ballroom JK7
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