FY 2009 Report to the Community (3MB PDF) - WETA

Report to the CommunityFiscal Year 2009 • July 1, 2008 - June 30, 2009Public Broadcasting for Greater Washington3939 Campbell Avenue • Arlington, VA 22206 • 703-998-2600 • weta.org

Welcome to WETA Televisionand Classical WETA 90.9 FMDear Friends,What a year this has been! In a landscape of nationaleconomic challenge and political transition, coinciding withwatershed change in television, WETA’s commitment topublic service and our strength as a public broadcastinginstitution kept us well on course in fiscal year 2009. Withthe generous support of our members and funders, we wereable to vigorously pursue manyavenues of service on behalf ofaudiences in our community andaround the nation.We served Greater Washingtonwith an array of exclusive localproductions spotlighting ourcommunity, and we helpedresidents prepare for the federallymandated transition to all-digitaltelevision. Our year-long publiceducation campaign wassuccessful, and our digitaltelevision channels — WETA TV 26,WETA HD, WETA Kids andWETA Create — are thriving.Our productions Washington Weekwith Gwen Ifill and National Journaland The NewsHour with Jim Lehrerprovided exceptional service duringthe 2008 elections, with comprehensive reports and in-depthanalysis. Washington Week mounted an extraordinaryroadshow tour during the election season, often tapingbefore live audiences.Classical WETA 90.9 FM continued to flourish as we expandedthe audience for our all-classical music format. The servicewe provide clearly resonates with listeners and remains aunique and inspiring radio offering in Greater Washington.With the ongoing support of our community, WETA remainsvibrant. We will continue to produce and broadcast highquality,compelling programs of intellectual integrity andcultural merit for the public we serve — and we look forwardto another successful and productive year ahead.Thank you for your support of WETA.Sincerely,Sharon Percy RockefellerPresident and CEO, WETAk DHDSTimothy C. CoughlinChairman, WETA Board of Trustees

WETA Television:WETA TV 26 • WETA HD • WETA KIDS • WETA CREATEWETA Television operates four digital channels; creates local programmingthat celebrates Greater Washington; and broadcasts a wide variety of genres,including news and public affairs, drama, performance, history, science andnature, “how-to’s,” and children’s fare.■ With an average weekly audience of 1.3 million viewers in 53 counties, WETA TV 26 features primetimeprogramming throughout the afternoon and evening and children’s programming each morning. In addition,WETA HD presents primetime programming in high definition and is simulcast each evening with WETA TV 26.■ WETA embraces a long-standing commitment to children with WETA Kids, a 24-hour service offering qualityeducational programming such as Sesame Street, Between the Lions and WordWorld for young audiences, in addition tothe many hours of children’s programming each day on WETA TV 26.■ WETA Create offers a wide array of “how-to” lifestyle series, encompassing cooking, travel, home improvement,crafts and much more.■ WETA broadcasts a full range of critically acclaimed PBS series, including American Experience, American Masters,Antiques Roadshow, Great Performances, History Detectives, Masterpiecee, Nature and NOVA. WETA also acquires uniqueseries, specials and movies for the local audience and creates special programming schedules for Asian PacificAmerican Heritage Month, Black History Month, Gay and Lesbian Pride Month and Hispanic Heritage Month.■ WETA broadcast comprehensive 2008 election and political coverage with programs such as Bill Moyers Journal,Frontline, Inside Washington, NOW on PBS, and the WETA-produced series Washington Week with Gwen Ifill andNational Journal and The NewsHour with Jim Lehrer.■ WETA creates local programs that demonstrate the station’scommitment to the community, spotlighting its people, placesand cultural offerings. In fiscal year 2009, WETA producedUnion Station —WETA All Access and Washington National Cathedral —WETA All Access. The documentaries featured behind-the-scenesexplorations of the history, architecture, people and events thatdefine two of Washington’s most beautiful landmarks.■ The WETA Guide to Christmas, an hour-long local production, offeredan array of ideas about how to enjoy and spread Christmas cheerin Greater Washington during the holidayseason, highlighting everything fromsing-a-longs and the best neighborhoodChristmas light displays to onstageperformances and children’s activities.■ To prepare viewers for the federallymandated transition to all-digitaltelevision on June 12, 2009, and tobroaden the audience enjoying the fourWETA channels, the station developeda local public awareness campaign andspecial programming, helping to ensure that households throughoutGreater Washington would not lose their free over-the-air television signals.Left to right: American Experience: We Shall Remain, America’s Ballroom Challenge 2009, NOVA:The Incredible Journey of the Butterflies, Nature: Frogs: The Thin Green Line, Frontline: The WarBriefing, Masterpiece Classic: Little Dorrit, Antiques Roadshow, Cinema’s Exiles: From Hitler toHollywood, Sesame Street. Top right: Union Station — WETA All Access, Washington NationalCathedral — WETA All Access, The WETA Guide to Christmas.23

Classical WETA 90.9 FM: Music for Greater WashingtonThe Washington area’s exclusive classical music station,Classical WETA 90.9 FM, brings the majesty of this inspiring,beautiful music to listeners all day, every day.■ Announcers David Ginder, Marilyn Cooley, John Chester, Nicole Lacroix, Chip Brienza, Judy Gruber and Jean Inabahost Classical WETA’s broadcasts of orchestral and chamber music from more than 400 years of music tradition.They draw from the unparalleled WETA music library of more than 50,000 music CDs, as well as archival recordings,digital holdings, and recent concert productions recorded by WETA.■ Classical WETA 90.9 FM is one of Greater Washington’s cultural treasures. From the spirited and melodic languageof Baroque composer Antonio Vivaldi and the complex expressions of Gustav Mahler to the joy and sorrow exploredby Tchaikovsky and the profound spiritual dimensions of J.S. Bach, Classical WETA listeners enjoy the richtraditions of Western music every day through spectacular performances by local and international artists.■ Classical WETA partners with the National Symphony Orchestra to promote classical music in Washington.The monthly broadcast of NSO Showcase, recorded and presented by WETA, highlights select concerts fromprevious NSO seasons and includes intermission features by WETA hosts and special guests. The live WETAbroadcast of the free season preview in June at the John F. Kennedy Center for the Performing Arts drew crowdsof new concertgoers as well as many loyal WETA members.■ Listenership demonstrates that classical music is appreciated as a vibrant art by consistently earning Classical WETAa top-10 ranking among radio stations in the region. Classical WETA attracts more than 500,000 weeklybroadcast listeners as well as thousands of online listeners from around the globe who stream the stationat classicalweta.org.■ With so many excellent performing artists in the Washington area, Classical WETA partners with leadingclassical ensembles in the region to present local concerts on the ongoing series Choral Showcase and Front RowWashington. Classical WETA’s exclusive Front Row Washington broadcast on May 11, for example, featuredviolinist Joshua Bell’s sold-out recital at the Music Center atStrathmore. In the past year, Classical WETA featured 39 concertsfrom 15 local venues, including the Barns at Wolf Trap, FolgerShakespeare Library, National Gallery of Art, Freer Galleryof Art and Corcoran Gallery of Art.■ Encouraging young talent, Classical WETA airs From the Top,the national NPR program featuring America’s outstandingyoung classical musicians. In May, local pianist CliftonWilliams (right), then a junior at the Duke Ellington Schoolof the Arts in Washington, D.C., won top honors on theprogram and a $10,000 scholarship to pursue his musical studies.■ Classical WETA is the only broadcast home of opera inGreater Washington, presenting performers year-round on theSaturday afternoon program Classical WETA Opera House. TopAmerican and international opera companies represented includethe Washington National Opera, Vienna State Opera, WelshNational Opera, Glimmerglass Opera and — from November through April — the Metropolitan Opera.■ Truly a regional service, Classical WETA broadcasts throughout Greater Washington and beyond, reaching asfar as Baltimore, Annapolis and Hagerstown in Maryland; Purcellville, Front Royal and Stafford in Virginia;and the Cumberland Valley in Pennsylvania. The station broadcasts on Classical WETA 90.9 FM inArlington, Virginia; WGMS 89.1 FM in Hagerstown, Maryland; and WETA 88.9 FM in Frederick, Maryland.Left to right: Inbal Segev; San Francisco Symphony music director, Michael Tilson Thomas; flutist;The Metropolitan Opera’s Lucia di Lammermoor; Joshua Bell45

In the Community: Enhancing Lives Throughout the RegionWETA connects with individuals and organizations aroundGreater Washington through services beyond broadcast. Overthe past year, WETA’s community engagement helped makethe region a better, more vibrant place to live.■ Serving the Greater Washington community, WETA helped viewers and members prepare for thetransition to all-digital television (DTV). The station created educational materials, partnered with locallibraries and aired numerous broadcasts of the 30-minute special Get Ready for Digital TV. The weta.org websiteand monthly member magazine provided a wealth of DTV-readiness information, andWETA Audience Services handled more than 1,300 DTV-related calls and e-mails.■ The Classical WETA Players provided free musical performances at venues acrossthe Greater Washington area, bringing live classical music into the community.Throughout the year, the group of professional musicians offered a sampling ofthe breadth of music that Classical WETA 90.9 FM listeners enjoy.■ WETA taped an episode of Washington Week with Gwen Ifill and National Journal at theGeorge Washington University Lisner Auditorium. The public event, which tookplace in September 2008, examined the presidential election campaigns. A specialWashington Week:Washington, D.C. Edition was also taped, featuring questions fromthe audience.■ WETA partnered with Georgetown University for a screening of the WETAproduction America at a Crossroads: The Mosque in Morgantown and a public conversationabout advocacy journalism. The June event was recorded for the WETA Forum Networkonline project, which provides an opportunity to watch video lectures by some of theworld’s foremost scholars, authors, scientists and policymakers.■ WETA is proud to continue ongoing support of its neighboring communities.In September, for example, WETA volunteers accompanied the belovedcharacter from the award-winning Clifford The Red Dog television seriesto Nauck Civic Pride Day, where he greeted children at Drew Model Schoolin Arlington, Virginia.■ WETA members enjoyed a celebration of Masterpiece Classic: The Tales ofCharles Dickens in April when WETA Book Studio blogger Bethanne Patrickand Washington Post book critic Michael Dirda took part in a stimulatingdiscussion about Dickens’ works and the PBS television adaptations.■ Over the past 10 years, the Emmy Award-winning multimedia projectWETA Hometown Heroes has honored Washington-area individualswhose work and volunteer efforts benefit the community. Throughtelevised profiles, grassroots outreach and online services, the projectengaged citizens to learn about and participate in community service.■ For their lifetime achievements, WETA founder Elizabeth P. Campbelland her husband Edmund D. Campbell were honored posthumously withhistoric markers at a public event held in May at the Shirlington branch ofthe Arlington Public Library. Campbell Elementary School students sangand the Classical WETA Players provided musical entertainment.■ WETA continued to open its doors to the community, providingmeeting space for local organizations, including Arlington County PublicSchools, Mexican Leadership Institute, Northern Virginia Police Academyand Northern Virginia Urban League Young Professionals Network.■ Comprising community leaders throughout Greater Washington, theWETA Community Advisory Council provided thoughtful counsel onhow to maximize efforts to build community awareness surrounding the DTVtransition. The group serves as a voice of the community regardingprogramming, outreach services and public activities.Building a StrongCommunity for ChildrenWETA’s tradition of community servicecontinued in fiscal year 2009 with activitiesdesigned to promote children’s educationthroughout the region.The WETA Ready To Learn initiative aidedfamilies, child-care providers and teachers inlearning how to use children’s television seriesin to help young viewers learn to read. WETAconducted 109 workshops in English andSpanish, training more than 1,500 participantswho collectively care for 10,688 children,and distributed more than 1,500 children’sbooks and 5,000 copies of the WETA KidsReady To Learn newsletter.Partnering with Ernst & Young, WETA createda project for the FBR Branch of the Boys & GirlsClub of Greater Washington. The initiativeused the children’s television series Cyberchase toilluminate math concepts for participating youthsin Washington’s Anacostia neighborhood.The Reading Rainbow YoungWriters and IllustratorsContest yielded hundreds ofentries from area students.A story and drawing (at left)submitted by a Columbia,Maryland, student wasamong the winners in thenational competition.Left to right: Classical WETA Players (at top and left),Campbell historic marker dedication, WETA in the community,educational workshops, Clifford The Big Red Dog (at top)6 7

Learning Through New Media:Beyond the BroadcastWETA is an innovator in using the Internet to expand the educationalmission of public media, developing online resources for the localcommunity and for national and international users.National Television Program SitesWETA creates extensive websites for national television productions to extendthe educational value of the broadcasts and facilitate the use of programming inthe classroom. For example, Washington Week with Gwen Ifill and National Journalprovides extensive election analysis online and Web-exclusive conversations withpanelists. The Medal of Honor site expands broadcast interviews with the historyof the medal and full stories of its recipients. In online video segments, the site forAmerica at a Crossroads: Dissonance and Harmony: Arabic Music Goes West featuresJordanian, Lebanese and Egyptian musicians exploring the cross-cultural influencesof music around the world. The sites WETA creates for national productionsreside on pbs.org, one of the leading dot-org sites on the Web and the home ofcomprehensive companion websites for more than 1,300 PBS television programsand specials, as well as original Web content and real-time learning adventures.WETA.orgThe WETA website is the comprehensive location to learn about the programs andservices WETA brings the community. Visitors can stream live Classical WETA 90.9 FMprogramming, vote for their favorite classical music pieces on the site’s annual ClassicalCountdown, access radio playlists and television listings, and watch complete episodesof some of their favorite programs.Users can also watch local art and theater reviews from the WETA Around Townsite and find events on the site’s cultural calendar. WETA public events, suchas appearances by the WETA Classical Players and premiere screenings, arelisted along with special events and benefits for WETA members and donors.The WETA Book Studio, hosted by book critic Bethanne Patrick, includesreviews, recommendations, video interviews with leading authors, andintegrated social media features.Left to right: visitors to weta.org, pbs.org/nationalparks (at top), Reading Rockets:Launching Young Readers: Toddling Toward Reading (at right)AdLit.orgAdLit.org is a national multimedia project offering informationand resources to parents and educators of struggling adolescentreaders and writers. Many children succeed in reading during thefirst few years of school, only to fall behindwhen teachers give them longer, moreacademic reading assignments. Thesestudents must be taught how to make sense ofincreasingly difficult texts and how to write clear,compelling texts of their own. As the leading site for informationin this dynamic area of literacy research, AdLit.org addresses oneof the most pressing issues in secondary schools, with freeresearch-based articles, a strategy library, webcasts, videointerviews with experts, and more.A national educational service of WETA Washington, D.C. Major funding from the Ann B. andThomas L. Friedman Family Foundation and Carnegie Corporation of New York.BrainLineTraumatic brain injury (TBI) has become front-page news as aresult of the wars in Iraq and Afghanistan. In fall 2008, WETAlaunched BrainLine.org, meeting theburgeoning demand for current andauthoritative information on TBI. Thesite is now the most comprehensivesource of brain-injury information on the Web, offering daily newsheadlines, interviews with experts, first-person video stories,reports on the latest research, and more. BrainLine has created avibrant online community for those affected by TBI, including theleading brain-injury page on Facebook and more than 15,000followers on Twitter. The site is now the No.1 resource forpeople living with brain injury, as well as for their loved ones andthe professionals who care for them.A national educational service of WETA Washington, D.C. Major funding from the Defense andVeterans Brain Injury Center through a contract with the Henry M. Jackson Foundation.Colorin ColoradoMore than five million English-language learners are currentlyenrolled in urban and rural schools throughout the countryand, for them, learning to read inEnglish can be a real challenge.ColorinColorado.org is the first majorwebsite addressing the needs ofparents and teachers of English-language learners. The bilingualsite — in English and Spanish — offers free research-based articles,parent-friendly information, webcasts, podcasts, book lists, videointerviews with children’s book authors, and a wide variety oftip sheets and recommended resources for families andeducators who support young English-language learners.A national educational service of WETA Washington, D.C. Major funding fromthe American Federation of Teachers. Additional funding from the NationalInstitute for Literacy and the U.S. Department of Education, Office ofSpecial Education Programs.LD OnLineNow in its 13th year, LDOnLine.org is the world’s leading websiteon learning disabilities and ADHD. Nearly three million schoolagechildren in the United States have a diagnosed learningdisability, and many more struggle in schoolbut never receive a formal diagnosis.LD OnLine provides accurate, authoritativeinformation about learning disabilities sothat families and educators can obtain thehelp they need. The site features hundreds ofhelpful articles; columns by noted experts; children’s writing andartwork; a comprehensive resource guide; active discussionforums; and a directory of professionals, schools and products.A national educational service of WETA Washington, D.C., in association with the National JointCommittee on Learning Disabilities. Major support provided by Lindamood-Bell Learning Processes.Reading RocketsThis national multimedia literacy initiative provides free researchbasedreading resources for parents and educators of young children.Reading Rockets also produces the award-winning PBS seriesLaunching Young Readers, featuring hosts such as Henry Winklerand Reba McEntire who take viewersinside classrooms and communities.The ReadingRockets.org website offersa wealth of reading research, articles,teaching strategies, Q&A with experts, parent tips, professionaldevelopment webcasts, online video and podcasts, authorinterviews, children’s book lists, blogs, Web widgets, a daily newsservice and monthly e-newsletters. The website reaches 200,000unique visitors a month and more through Facebook, Twitter,YouTube and iTunes.A national educational service of WETA Washington, D.C. Major funding from the U.S.Department of Education, Office of Special Education Programs.89

National Productions:Creating Programs That Inform and EntertainWETA’s national televisionproductions spanned animpressive array of subjects,from specials honoringGeorge Carlin and StevieWonder to documentariesabout the Medal of Honorand the post-9/11 world. Ahallmark of the year was thenews and analysis of the2008 national election.Washington Week withGwen Ifill and National JournalWeeklyWashington Week with Gwen Ifill and National Journal providesbalanced analysis and keen insight into the week’s topnews stories. Now in its 41st year on PBS, Washington Weekis the longest-running primetime news and public affairsprogram on television. Each Friday, a panel of the nation’sbest reporters joins moderator and managing editorGwen Ifill to provide the stories behind the news. WithIfill at the helm, the program traveled beyond the nation’scapital throughout the election year for roadshows thatserved as a valuable springboard for conversations between Ifill, Washington Weekpanelists and studio audiences from across the country, including those in theconvention cities Denver and Minneapolis. A winner of the George Foster PeabodyAward for Excellence in 2008, Washington Week examines how events in the nation’scapital affect the daily lives of Americans everywhere. In selectingWashington Week for the Peabody, the award committee noted,“Thoughtful, intelligent, informed and always up-to-date …Washington Week and its host Gwen Ifill set standards for the genre.”A production of WETA Washington, D.C., in association with National Journal. Major funding provided byThe Annenberg Foundation, The Boeing Company, the National Mining Association and the Corporationfor Public Broadcasting.The NewsHourwith Jim LehrerWeeknightsThe NewsHour with Jim Lehrer is one of thenation’s most honored and respectednightly newscasts. The depth and balanceof reporting by Lehrer and his team ofcorrespondents has served as a benchmarkfor journalistic integrity for more than30 years. During fiscal year 2009,The NewsHour traveled to many cities toilluminate issues and share the viewpointsof voters across the nation. At the 2008political conventions, The NewsHour wasthe only nationally televised over-the-airbroadcast to run complete, primetimecoverage of podium activities and speeches.The program provided interviews fromthe convention floor, conversations withpolitical leaders and historians, and ongoingpolitical analysis. The NewsHour also presentedextensive coverage of the presidentialinauguration. The engaging, substantivereporting of The NewsHour cementsits position as a preeminentsource for news and publicaffairs information.A co-production of MacNeil/Lehrer Productionsand WETA Washington, D.C., in associationwith Thirteen/WNET New York. Corporatefunding provided by Chevron, Pacific Life, Intel,Vestas and Grant Thornton, along with majorfunding from the Corporation for PublicBroadcasting and public television viewers.Additional funding provided by The AnnenbergFoundation; Bechtel Foundation; CarnegieCorporation of New York; Ford Foundation;Bill and Melinda Gates Foundation; The Peterand Patricia Gruber Foundation; The Williamand Flora Hewlett Foundation; Robert WoodJohnson Foundation; The Joyce Foundation;The Calvin K. Kazanjian Economics Foundation,Inc.; John S. and James L. Knight Foundation;Gordon and Betty Moore Foundation; NationalEndowment for the Arts; John & Wendy NeuFoundation; The David and Lucile PackardFoundation; Park Foundation, Inc.; PoetryFoundation; Rockefeller Brothers Fund; SkollFoundation; The Alfred P. Sloan Foundation;and The Starr Foundation.America at aCrossroadsThe final three films inWETA’s acclaimed seriesAmerica at a Crossroads cameto air in fiscal year 2009,each reminding viewers ofthe complex nature of theworld in the years afterSeptember 11, 2001. The programs were among20 documentaries commissioned as part of an initiativedesigned to create an in-depth, provocative group of filmsexploring the challenges confronting the world post 9/11.The America at a Crossroads series is produced by WETA Washington, D.C.Funding provided by the Corporation for Public Broadcasting.The Trial of Saddam HusseinOctober 12, 2008The Trial of Saddam Hussein provided ariveting look at what really happened atthe trial of Iraq’s former dictator. Withrarely seen footage and original interviewswith Iraqi witnesses and officials, theprogram disclosed a grossly mismanagedtrial. Among the most startling findings ofthe film was the last-minute replacementof a judge during the deliberation periodof Hussein’s first trial to ensure a unanimousdecision and a capital sentence.Dissonance and Harmony:Arabic Music Goes WestNovember 2, 2008Dissonance and Harmony: Arabic MusicGoes West documented the ties forgedbetween the West and Middle Eastthrough contemporary music. Thefilm followed music impresarioMiles Copeland as he visits differentcountries in the Middle East andmeets with musicians, singers andproducers who discuss their feelingsabout the West and how the politicalsituations and wars in their countrieshave shaped their music and careers.Copeland then brought them to theUnited States to collaborate withhigh-profile Western artists andpresent their music to U.S audiences.The Mosque in MorgantownJune 15, 2009The Mosque in Morgantown presented achronicle of life in a West VirginiaMuslim community as it struggles todefine itself in a post-9/11 world. Thefilm featured Asra Nomani, a formerWall Street Journal reporter, as she pushesfor change in her hometown mosque.Through engaging interviews andexpertly shot pivotal moments,The Mosque in Morgantown deftly presentedthe conflict between moderate andconservative Muslims as they struggleto integrate observance of the Koranwith American culture.10The NewsHour team (left to right): Ray Suarez, Gwen Ifill, Jim Lehrer,Judy Woodruff, Margaret Warner and Jeffrey Brown11

Globe TrekkerSeason seven, a 30-part seriesbeginning April 6, 2008Season eight, a 30-part seriesbeginning April 5, 2009One of public television’s mostpopular travel series, Globe Trekkertransports viewers to memorabledestinations around the world.Stunning photography andrhythmic, indigenous music helpthe engaging hosts share theirspirit of adventure with viewers,exploring everything from bigcitylandmarks to exotic sights inremote villages. Highlights ofthe past year included journeysto the busy streets of Beijing,the majestic mountaintops ofGreece, and the pristine islandsof the Indian Ocean. The travelguides venture off the beatenpath to soak up local culture,sample the cuisine, and encounterthe people who inhabit the land.A production of Pilot Film and TelevisionProductions Ltd., in association with WETAWashington, D.C. Funding provided by Subaruof America, Inc.Everyday FoodSeason five, a 13-part seriesbeginning January 8, 2009Each half-hour episode ofEveryday Food offers quick,easy and practical solutionsto the challenges of everydaycooking and includes easyto-makerecipes along withsmart tips and kitchentechniques. The Everyday Foodtelevision show cast consistsof five homegrown talentsfrom the kitchens of MarthaStewart Living Omnimedia:Sarah Carey, Emma Feigenbaum,Allie Lewis, Margot Olshanand Lucinda Scala Quinn.The series brings to lifeEveryday Food magazine, thesurvival guide for home cooksthat launched in October 2003.A production of Martha Stewart LivingTelevision in association with WETAWashington, D.C. Funding provided byGhirardelli Chocolate, Florida Crystals,Imagine Natural Creations and Solo Grips.Sara’s WeeknightMealsA 20-part series beginningApril 5, 2008Renowned chef, televisionpersonality, magazine editorand cookbook author SaraMoulton brings her signaturewarmth and informative styleto public television in theseries Sara’s Weeknight Meals.Based on the book Sara’s Secretsfor Weeknight Meals, the seriesfeatures Moulton and hercelebrity chef friends sharingtheir ideas for flavorful,healthy meals with minimalfuss. Twenty fast-paced andengaging episodes featuredquick, delicious and routinebreakingentrees designed toinspire and empower viewers.A production of Silver Plume Productionsand WETA Washington, D.C. Corporatefunding provided by Best Buy, Gallo andKing Arthur Flour.Cultivating LifeSeason three, a 26-part seriesbeginning April 5, 2008In its third season, the lifestyleseries traveled from Maine toCalifornia to explore Americans’reconnection to the land. Ineach episode, host Sean Conwayand his guests put forward asimple plan for spending moretime in the backyard with ideasfor innovative craft and buildingprojects, advice for easyentertaining, delicious recipesfor outdoor cooking and tips formaking a garden great. Guestsincluded five James BeardAward-winning chefs, a selfproclaimed“pepperhead” fromVirginia, a South Carolinianmanaging to tame the noxiouskudzu weed, and a young manwho found bulbs that grow formore than a season in his EastTexas garden.A production of Ginkgo Leaf Productions andWETA Washington, D.C. Funding provided byTarget Corporation and Purina.A Capitol FourthJuly 4, 2008Hosted by actor Jimmy Smits,A Capitol Fourth was broadcastlive from the grounds of theU.S. Capitol to publictelevision viewers nationwide.Presented in high definition,the 28th annual broadcastfeatured an Independence Dayconcert followed by a displayof fireworks over theWashington Monument.Performers showcasing selectionsof patriotic and celebratorymusic with the NationalSymphony Orchestra includedHarolyn Blackwell, TaylorHicks, Huey Lewis and theNews, and Brian StokesMitchell. The event alsofeatured Gold Medal-winnerScott Hamilton in a specialtribute to Olympic athletes.The program aired live onNPR member stations acrossthe country and was broadcastby the American Forces Radioand Television Network toU.S. military personnel in175 countries and aboard morethan 140 U.S. Navy shipsat sea.Africa TrekA 12-part series beginningSeptember 4, 2008Africa Trek depicts the incrediblejourney of husband and wifeAlexandre and Sonia Poussin.For three years, the Frenchcouple walked 8,700 milesacross Africa, from the Capeof Good Hope to the Sea ofGalilee. During their journey,which they personally filmed,they endured fatigue, extremethirst, blazing sun, prowlinghyenas, malaria and more.They discovered along the wayan extremely generous place,rich with heart, humor and life.The Poussins experienced a pieceof the world few travelers haveever seen, a place where time andculture are markedly different.A production of Gedeon in association withTerranoa and WETA Washington, D.C.Funding provided by sanofi-aventis U.S.,SWATCH, and Hi-Tec Sports.Reading Rockets:Launching YoungReaders: ToddlingToward ReadingSeptember 21, 2008Research shows that whatchildren know before theyenter school is a highlyaccurate predictor of futuresuccess. Launching Young Readers:Toddling Toward Reading exploredhow to make the most of theyears before a child entersschool. Hosted by RebaMcEntire, the program visitedwith teachers, parents anddoctors across the countrywho are helping preschoolersget ready to read. ToddlingToward Reading illustrated thevalue of early languagedevelopment, reading at home,and a strong preschool programto get children off to the bestpossible start. The broadcastvisited various programsaround the country that arefinding innovative ways toprepare youngsters for school.The program also includedan interview with SandraBoynton, author and illustratorof preschool books, who talksabout what inspired her towrite children’s stories.A production of WETA Washington, D.C.Funding provided by a major grant from theU.S. Department of Education, Office ofSpecial Education Programs.Medal of HonorNovember 5, 2008The film traced the history ofthe Medal of Honor, from aprofile of Sgt. Paul Smith — thefirst soldier to receive the Medalof Honor in the Iraq war — backto its creation during the CivilWar. Among those profiled inthe film are a Holocaust survivorwho single-handedly defended ahill from an advancing enemyforce in the Korean War; aninjured Navy SEAL who savedthe lives of two comrades byswimming for two hours to bringthem to safety; and a Marine atIwo Jima who alone silencedseven Japanese bunkers with aflamethrower to clear a pathfor his demoralized company.Medal of Honor explored theseextraordinary, almost inconceivableacts of heroism through intimateaccounts of the realities ofsurviving war, movingly told bymedal recipients.A co-production of Florentine Films/ShermanPictures; WETA Washington, D.C.; and TheWashington Post Company. Funding providedby The Boeing Company.A co-production of Jerry Colbert of CapitalConcerts, Inc. and WETA Washington, D.C.Funding provided by The Boeing Company,the National Park Service, the Department ofthe Army, the National Endowment for the Arts,the Corporation for Public Broadcasting, PBS,and public television viewers.13

George Carlin:The KennedyCenter MarkTwain PrizeFebruary 4, 2009The Kennedy Center Mark TwainPrize celebrated the life andachievements of the belovedlate comedian George Carlin.The announcement ofCarlin’s receiving the MarkTwain Prize for AmericanHumor was made a weekbefore the comedian’s passing.He had been delighted withthe honor and looked forwardto attending the ceremony.Taped at the John F. KennedyCenter for the Performing Arts,the special featured tributes andcomic testimonials from astar-studded cast of Carlin’sfriends and colleagues,including Richard Belzer,Lewis Black, Margaret Cho,Denis Leary, Bill Maher,Joan Rivers, Garry Shandling,Jon Stewart and Lily Tomlin.A production of WETA Washington, D.C.;The John F. Kennedy Center for thePerforming Arts; Mark Krantz Productions;and CoMedia. Corporate funding providedby Merrill Lynch. Major funding providedby the Corporation for Public Broadcastingand PBS.Stevie WonderIn Performance atthe White House:The Library ofCongressGershwin PrizeFebruary 26, 2009The 30-year tradition ofIn Performance at the White Housecontinued with an eveningshowcasing a celebrationwith the president andMrs. Obama in honor ofStevie Wonder’s receipt ofthe Library of CongressGershwin Prize for PopularSong. The concert includedperformances by Wonderhimself and India.Arie, TonyBennett, Anita Johnson,Diana Krall, MartinaMcBride, Paul Simon,Esperanza Spalding and thegospel duo Mary Mary,among others, with RickeyMinor as the musical director.President Obama conferredthe Gershwin Prize uponWonder during the event.A production of WETA Washington, D.C.;the Library of Congress; Mark KrantzProductions; and CoMedia. Major fundingprovided by the Corporation for PublicBroadcasting, PBS, and public televisionviewers. Additional funding provided byMr. and Mrs. William N. Cafritz, TheAnnenberg Foundation, Pepsi, ASCAPand EMI.National MemorialDay ConcertMay 24, 2009The broadcast honored theservice and sacrifice ofAmerican men and women inuniform, their families and allthose who have given theirlives for this country. Theevent was co-hosted by GarySinise and Joe Mantegna, twoactors who have dedicatedthemselves to veterans’ causesand supporting our troops inactive service. The concertwas broadcast live from theWest Lawn of the U.S.Capitol before an audience ofhundreds of thousands.Millions more watched fromhome, as did troops servingaround the world.A co-production of Jerry Colbert of CapitalConcerts, Inc. and WETA Washington, D.C.Funding provided by Disabled AmericanVeterans and Golden Corral Restaurants, theNational Park Service, the Department of theArmy, the National Endowment for the Arts,PBS and public television viewers and theCorporation for Public Broadcasting.Ric Edelman:Rescue YourRetirementMay 29, 2009Ric Edelman, a New York Timesbestselling author and the host ofa nationally syndicated radio show,shared his ideas on what today’sinvestors need to do with theirmoney, exactly as he has donefor clients of his investment firm.Co-host Lyn May joined Edelman,who was ranked the No. 1 independentfinancial advisor by Barron’s in2009, to explain the worst IRAmistakes investors make andexplore insights into the scienceof financial decision-making.A production of WETA Washington, D.C.Funding provided by TD Ameritrade.Programs inSyndicationIn fiscal year 2009, WETA continuedto work with award-winning producersto ensure that their productions werecarried widely on public televisionstations nationwide.WETA distributed nearly 200 hours ofprogramming in multiple genres,including children’s programs,performance, documentaries,news and public affairs, andlifestyle “how-to.”For example, with WETA’s help,children’s series Clifford The Big RedDog and SUPER WHY! are carriedby every PBS station in the country,and the Globe Trekker travel series,in its eighth season, is the mostwidely distributed program byAmerican Public Television.The National Parks: America’s Best IdeaIn ProductionWETA’s longtime collaboration with filmmaker Ken Burns continues with the fall 2009presentation of The National Parks: America’s Best Idea. National parks are, at heart, a veryhuman story, as revealed in this compelling six-part series. In fall 2010, Ken Burns andhis producing partner Lynn Novick will provide a follow-up to their landmark seriesBaseball. The Tenth Inning continues the story of America’s favorite pastime, updating thefilm with recent events. Prohibition follows in late 2011. This series explores Prohibition,one of America’s great social experiments, as chronicled by the team that also producedJAZZ and THE WAR.As fiscal year 2009 productions came to air, the WETA production team was at workplanning future programming, including:In Performance at the White House: Fiesta Latina • October 15, 2009A celebration of Hispanic musical heritage with the president and first lady, featuringperformances by Marc Anthony, Gloria Estefan, Los Lobos and many other artists.Bill Cosby: The Mark Twain Prize • November 4, 2009Honoring comedian, actor, author, television producer and activist Bill Cosby in astar-studded event as he receives the 12th annual Mark Twain Prize for American Humor.Anatomy of a Pandemic • December 14, 2009A co-production with MacNeil/Lehrer Productions featuring reporting byRay Suarez. The film examines the major issues surrounding the H1N1outbreak and explores actions the United States and other worldgovernments should take to better prepare to defeat lethal flu.Benjamin Latrobe: America’s First Architect • January 18, 2010Recounts the life and work of American architect Benjamin Latrobe —known for his work on the U.S. Capitol and Baltimore Basilica — andfor the lasting impact of his designs on this country.1415

Financial Report for Fiscal Year 2009WETA, a careful steward of the fundsgenerously entrusted to the station frompublic and private sources, is a not-forprofitorganization licensed to thecommunity of Greater Washington anddedicated to a mission of public service.13%12%15%5% 4%51%24%20%1% 1%54%14%11%16%4% 2%53%Support for Local Operations■ Members, Annual Fund & Planned Giving $14,888,316■ Public Broadcasting Support 4,425,883■ Corporate Underwriting & Funding 3,804,071■ Federal & State Government 3,398,739■ Foundations & Not-for-Profits 1,604,100■ Other Income 1,246,598TOTAL $29,367,707Support for National Television Productions■ Public Broadcasting Support $20,255,849■ Corporate Underwriting & Funding 9,246,085■ Foundations & Not-for-Profits 7,381,490■ Federal & State Government 388,583■ Other Income 419,585TOTAL $37,691,592Operating Expenses■ National Programming & Productions $33,765,032■ Fundraising 10,323,685■ Television Broadcasting 9,179,640■ Education, Outreach & Promotion 6,868,416■ Radio Broadcasting 2,437,144■ Management & General 1,601,644TOTAL $64,175,561WETA achieved its fiscal year 2009 (July 1, 2008 –June 30, 2009) operating budget in spite of reducedcontributions and grants from most sources, finishingthe year with an operating surplus of nearly $2.9 million.Achieving the budget target was both difficult andexemplary given the prevailing economic climate.Success was driven by midyear expense reductions madewhen the probable magnitude of the economic dislocationbecame apparent. Rather than take a wait-and-seeapproach, WETA moved quickly and aggressively to ratchetdown costs to weather an extended downturn. Costs werereduced throughout the organization, including significantstaff and compensation cuts. Management chose costcuttingmeasures that it believes can be long-term and cutcapital expenditures without endangering operations.The operating results do not include the major lossincurred on investments. WETA is relatively fortunate notto depend on investments to provide a large portion ofthe operating budget. WETA incurred $5.2 million in netinvestment losses, and that followed an additional $1.6million net loss in fiscal year 2008. While not having animmediate effect on operations, WETA now has a muchdiminishedsafety margin.However, WETA’s balance sheet remains solid. Net assetsincreased by $14.4 million in fiscal year 2009 due tonew contribution commitments, partially offset by thesignificant investment loss. Total net assets have grownin each of the past four years.Local Broadcast OperationsEven in these difficult times, members and donors supportedWETA generously. WETA is acutely aware of the financialstrains on individual, business and foundation contributorsand greatly appreciates their continued financial support.Contributions from individuals were down 5 percentcompared to last year. Some donors reduced the amountsof their gifts as they experienced serious financial uncertainty,while others made additional contributions as theyrecognized the even greater value of WETA programs ina time of economic woe.Businesses continued to underwrite radio and televisionbroadcasts, but they too suffered in the downturn and cutback their contributions. Local corporate underwritingwas down 16 percent compared to fiscal year 2008.Reliance on radio underwriting from smaller artsorganizations made WETA even more vulnerable than itmight have been if for-profit accounts were WETA’sbase. Television underwriting was down less than radio,but the commitments tended to be smaller than in thepast. Online and magazine underwriting, while somewhathigher than in fiscal year 2008, simply were not bigenough to make up for lower television and radiobroadcast underwriting.Community Service Grants from the Corporation forPublic Broadcasting were higher in fiscal year 2009,but the Community Service Grants from Virginia werereduced midyear. Further cuts to the public broadcastingallocations from the commonwealth are feared asVirginia wrestles with a budget deficit.A lack of growth in the total financial support for localoperations is the most significant challenge to WETA’sability to make improvements in the services offered tothe local community. When WETA prepared the fiscalyear 2009 budget, a small increase in total revenue didnot seem out of reach. But as the year unfolded, therewas a major decline in contributions, thought to be theresult of the economy and not WETA’s programming orfundraising efforts. Other public broadcasters and othernot-for-profits are reporting similar, if not worse, results.The biggest success of fiscal year 2009 was the ability toavoid making cuts to radio and television programming.Television viewers and radio listeners were able to counton WETA for excellent programming as always.National Television ProductionWETA’s national television production activities alsoexperienced a difficult fiscal year. The NewsHour withJim Lehrer and Washington Week with Gwen Ifill and NationalJournal continued to have strong support from corporateunderwriters, but the commitments were often smallerthan in the past and some underwriters were unableto renew their support. Foundations made up some ofthe gap, as did program payments from PBS and theCorporation for Public Broadcasting.Achievements of acceptable financial results fromnational television productions during a very difficulteconomic time speak to the strong financial disciplinethat WETA exercises regarding television productionprojects. WETA has avoided serious problems that havesnared other public broadcasters because WETA doesnot begin production on a project until full funding issecured. That conservative fiscal policy continues toserve WETA well.Total Expenses by ActivityExcept for significant fluctuations in the level of nationaltelevision production from year to year, WETA’s expensesby activity are fairly stable. During the past three years,fundraising expenses ranged from 17 percent of the totalin fiscal year 2007 to 16 percent of the total in fiscalyear 2009. Management and general expenses weresteady at about 2.5 percent. Program expenses constitutedmore than 81.5 percent of the total in each year.SummaryWETA achieved budgeted operating results in anextremely challenging year and is braced for anothertough year but is reasonably well positioned to weatherit because of the actions taken in fiscal year 2009 andthe loyalty and generosity of WETA donors.WETA's financial statements are audited annually by a certifed public accounting firm.1617

AwardsWETA Leadership2009 Board of TrusteesWETACorporation for Public Broadcasting:My Source Community Impact Award for EducationNational Child Care Providers AwardIndividual AchievementKen BurnsNational Academy of Television Arts & Sciences:Lifetime Achievement AwardGwen IfillFord Hall Forum: First Amendment AwardHarvard University John F. Kennedy Schoolof Government: Goldsmith Career Awardfor Excellence in JournalismSimmons College Alumnae Achievement AwardSociety of Professional Journalists, Washington, D.C.,Chapter: Hall of Fame InductionJim LehrerAmerican Committee on Foreign Relations:Distinguished Service Award for the Advancementof American Public Discourse on Foreign PolicyOverseas Press Club Lifetime Achievement AwardWFUV Charles Osgood Lifetime AchievementAward in JournalismJudy WoodruffCINE Lifetime Achievement AwardTHE WAR/Bitche, France. March 16, 1945WETA Productions, Co-Productions and ProjectsAdLit.orgInteractive Media Award:Outstanding Achievement; EducationAmerican Library Association:Great Websites for KidsAmerica at a Crossroads:JIHAD: The Men and Ideasbehind Al QaedaAlfred I. duPont-Columbia University Award:Award for Excellence in Broadcast JournalismAmerica at a Crossroads:Operation Homecoming:Writing the Wartime ExperienceNational Academy of Television Arts & Sciences:News & Documentary Emmy AwardsInformational ProgrammingMusic and SoundCarrier: Rites of PassageThe Academy of Television Arts & Sciences:Creative Arts Primetime Emmy;Outstanding Cinematography for Reality ProgrammingColorin ColoradoParents’ Choice Award: Website; RecommendedìThe Jewish AmericansCINE Golden Eagle Award:Professional Non-Fiction Division; HistoryColumbus International Film + Video Festival:Chris Award; BronzeThe Mysterious Human HeartNational Academy of Television Arts & Sciences:News & Documentary Emmy Award;Science, Technology and Nature ProgrammingThe NewsHour with Jim LehrerNational Academy of Television Arts & Sciences:News & Documentary Emmy Award;Outstanding Coverage of a Breaking News StoryPolitical Turmoil — Margaret Warner in PakistanAssociation of Health Care Journalists:Award for Excellence in Health Care Reporting;Third Prize Television CategoryTalking about the EndReading RocketsParents' Choice Award: Website; Silver HonorReading Rockets: Launching Young Readers:A Chance to ReadInternational Health & Medical Media Award:Freddie Award Finalist; Children's HealthReading Rockets: Launching Young Readers:Toddling Toward ReadingGold Communicator Award: Award of Excellence; VideoTelly Award: Silver Film/VideoThrough Deaf EyesU.S. Department of State:American Documentary Showcase AwardTHE WARThe Academy of Television Arts & Sciences:Creative Arts Primetime Emmy AwardsVoice-over Performance (David Keith)A Necessary WarWriting for Nonfiction Programming (Geoffrey C. Ward)Pride of Our NationSound Editing for Nonfiction ProgrammingWhen Things Got ToughNational Educational Telecommunications Association:Best of the Best Outreach CampaignBest Promotional WebsiteWashington Weekwith Gwen Ifill andNational JournalGeorge Foster PeabodyAward for ExcellenceWETA All AccessNational Academy ofTelevision Arts & Sciences,National Capital/Chesapeake Bay Chapter:Emmy AwardsDocumentary; TopicalNASA Goddard SpaceFlight CenterDocumentary; TopicalWashington National CathedralPhotography (Edward Lee)Washington National CathedralThe above list represents honors received in fiscal year 2009.The WETA mission is to produce and broadcastprograms of intellectual integrity and cultural meritthat recognize viewers’ and listeners’ intelligence,curiosity and interest in the world around them.As an independent and not-for-profit public broadcasterand producer, WETA provides its viewers and listenerswith high-quality, compelling programs and servesa broad community with educational projects andWeb-based initiatives.WETA founder Elizabeth P. CampbellWETA was founded by public television pioneerand Arlington luminary Elizabeth P. Campbell.Over the course of 40 years, she guided WETAfrom a fledgling local station to a multimediacompany of national renown. Her vision ofpublic service remains an inspiration today.Photography and Graphic CreditsInside front cover, background graphic: Corbis; left to right: stock photo; Mozzerco@flickr.com; Lidia’s Italy, photo by Paul Gelsobello; Curious George:® & © 2010 Universal Studios and/or HMH; Gwen Ifill, photo by Don Perdue; The WETA Guide to Christmas, photo: flickr.com; Masterpiece Mystery!:Poirot, photo © ITV for Masterpiece; stock photo; Risdon Photography. Pages 2 and 3, top left to right: Jacqueline Todt; Courtesy Washington NationalCathedral; Campagna Center; bottom left to right: Courtesy of the Arizona Historical Society/Tucson; Jeffrey Dunn; Kevin McMahon; Andrew Young/© 2009 WNET.ORG; © Finbarr O’Reilly/Reuters; BBC 2008/Mike Hogan for Masterpiece; photo by Jeff Dunn, © 2009 WGBH Boston; The KobalCollection; Richard Termine. Pages 4 and 5, top right: From the Top, Inc.; bottom left to right: Efrat Zalishnick; Courtesy of the San Francisco Symphony;© Tim Pannell/Corbis, COLLECTION Flame; photo: Ken Howard/Metropolitan Opera; Timothy White. Pages 6 and 7, top left to right: Craig Henderson;Clifford Norman Bridwell; bottom left to right: Craig Henderson; Risdon Photography; Craig Henderson; © 2010 iStockphoto LP; WNED Buffalo/Toronto and Smarterville Inc.; The Better Eyes by Michaela. Pages 8 and 9, left to right: Lisa Helfert Photography; WETA; pbs.org/nationalparks;Tony Awad. Pages 10 and 11, left to right: Courtesy Stuart Pearl Photography 2008; Robert Severi Photography; Chad Evans Wyatt; Don Perdue;Gabriel Goodenough; Courtesy Great Film Projects, New York, photo by AP/Wide World Photos. Pages 12 and 13, left to right: © Pilot Film andTelevision Productions; Martha Stewart Living Television; Mark Ferri; Courtesy of Ginkgo Leaf Productions; Bill Ross/Corbis; Alexandre and SoniaPoussin; George Tuley; Roger Sherman. Pages 14 and 15, left to right: Courtesy George Carlin; The White House/Pete Souza; Capital Concerts;PhotoDisc, General Volumes/V001 Business & Industry; The White House; Erinn Chalene Cosby; Craig Mellish, Courtesy Florentine Films; photoby QT Luong, terragalleria.com. Pages 18 and 19, left to right: Neal Preston/Corbis; © D. Parer and E. Parer-Cook; Joseph Sinnott, Thirteen/WNETNew York; Don Perdue. Pages 20 and 21, left to right: Amin Akhtar/laif/Redux; Lisa Helfert Photography; Jacques Pépin: More Fast Food My Way,photo: KQED © 2008 Greg Habiby; Risdon Photography; Risdon Photography. Pages 22 and 23, left to right: photo: Ken Howard/Metropolitan Opera;Risdon Photography; Carol Pratt; stock photo. Pages 24 and 25, left to right: photo by Chris Cassidy, illustration by John Callahan; Tim Frank;Jacqueline Todt; Great Performances: Dance in America: San Francisco Ballet’s The Nutcracker, photo by Erik Tomasson. Pages 26 and 27, top right:Risdon Photography; bottom left to right: Craig Mellish, Courtesy Florentine Films; Risdon Photography; John Begeny; © WGBH/Anthony Tieuli; WETA .Pages 28 and 29, left to right: U.S. National Archives and Records Administration; George Foster Peabody Awards; Chad Evans Wyatt.TrademarksClifford is a trademark of Norman Bridwell. All rights reserved. The Mark Twain Prize/© Chase Manhattan Bank and Richard A. Watson as trustees ofThe Mark Twain Foundation Trust under license authorized by CMG Worldwide, Inc., Indianapolis, Indiana 46256 USA. The PBS logo is a registeredtrademark of PBS and used with permission. Colorín Colorado, LD OnLine, Reading Rockets and Washington Week are registered trademarks of WETA.All rights reserved.© 2010 WETAAll rights reserved. Publisher: Mary Stewart; Editor: Kristine Barr; Design Director: Cynthia Aldridge. WETA has made every effort to ensure that thisreport presents accurate information for fiscal year 2009.OfficersTimothy C. CoughlinChairmanJohn W. Hechinger Jr.Vice ChairmanAnne WexlerVice Chairman and Trustee EmeritusAnn Dibble JordanVice Chairman and SecretaryLeslee AlexanderCynthia BakerMarguerite BatemanStephen BlackKarna Small BodmanM. Diane BodmanGahl Hodges BurtArmando ChapelliLavern Jackson ChatmanLisa Claire DwoskinAnn B. FriedmanJ. Roderick Heller III, Trustee EmeritusMax M. Kampelman, Trustee EmeritusRoger KroneDavid O. Maxwell, Trustee EmeritusDaniel K. Mayers, Trustee EmeritusRobert A. PeckIan K. PortnoyEdward Hart RiceSharon Percy Rockefeller, ex officioJaye RogovinAlison K. RussellFred RyanBruce SanfordJonathan SilverLoren Allan Smith, ex officioJohn UlfelderCynthia Steele VanceShelia Craig WhitemanChristopher WolfCorporate OfficersSharon Percy RockefellerPresident and Chief Executive OfficerJoseph B. BrunsExecutive Vice President andChief Operating OfficerDalton DelanExecutive Vice President andChief Programming OfficerPolly Povejsil HeathSenior Vice President andChief Financial Officer,Treasurer to the BoardKari WaldackAssistant Secretary to the Board1819