JUST THE FACTS ON NEW MEDIA PTPA Meeting May 17, 2010

In the beginning (about the year 1998) There was darkness

Don’t worry, new media will fix everything…

It didn’t happen…

Brief history

With the history, a whole set of myths…

Myth Viewing Internet video or mobile video usage cannibalizes TV viewing levels In fact: TV is at its highest recorded levels. Viewing video on mobile devices and PCs is adding minutes to the current TV viewing. Takeaway : For most stations, online viewing should be viewed as a supplement to on-air.

Myth Web sites have larger cumes than TV stations. In fact: TV station Web sites reach smaller audiences than broadcast cumes. Even Facebook (125 mm/mo in U. S.) is far below the reach of TV at 292 mm each week. Takeaway: Developing a strong online presence for Public Media rests on promotion to our larger TV and radio audience.

Myth With the surge in the use of online video, the web is rivaling traditional TV for attention. In fact: In Feb. ‘10, people (U. S.) watched 28.1 billion online videos with average length of 4.1 mins. Using that standard, people watched billion units of broadcast TV. Takeaway: In the foreseeable future, our dominant service will continue to be broadcast.

So maybe the big guys have figured this out…

Innovation Process [1]  Reduce uncertainty, improve process and product TIME (increasing → ) UNCERTAINTY (increasing →) 2. Initial tests identify “what’s not working” 3. Confirm key elements of end-user interest/benefits 4. Refine production methods. Control costs. 1. Just try it. 5. Improve marketing and delivery. Start with an idea… and a high level of uncertainty. (Hopefully) You end with useful product.

Innovation Process [2]  For PTV Online, we’re at a relatively early stage. TIME (increasing → ) UNCERTAINTY (increasing →) 2. Initial tests identify “what’s not working” 3. Confirm key elements of end-user interest/benefits 4. Refine production methods. Control costs. 1. Just try it. 5. Improve marketing and delivery. Start with an idea. “Light bulb moment.” High level of uncertainty. (Hopefully) You end with useful product.

Innovation Process [3]  Goal for FY11: Identify user interests/benefits TIME (increasing → ) UNCERTAINTY (increasing →) 2. Initial tests identify “what’s not working” 3. Confirm key elements of end-user interest/benefits 4. Refine production methods. Control costs. 1. Just try it. 5. Improve marketing and delivery. Start with an idea. “Light bulb moment.” High level of uncertainty. (Hopefully) You end with useful product.

Public Radio Online  Much like PTV…  Public Radio Websites have relatively small reach compared with broadcast  Public Radio Web Managers are still sorting out “what works” from “what doesn’t”  GMs/CEOs are reluctanct to make major investments in advance of identified ROI

Public Radio Online  In contrast to PTV…  Stations gained some traction with streaming—by far the most used feature.  Online pledge has been strong and growing—but few credit that success to online service.  Emerging consensus around the value and opportunity of online news… intensified by the success of wbur.org

The WBUR Story  Background  Major news provider for the Boston Area.  ALL NEWS FORMAT  “Boston’s NPR News Service”  Cume: 508,000 P12+ (Win 2010)  Significant investment in online service.  Started major redesign in Apr. 2010

WBUR NEWS STORIES

NEWS LANDING PGS

Lessons to be Drawn from WBUR  ALIGN ON-AIR AND ONLINE CONTENT  The redesign gave the vast majority of homepage area to NEWS.  Before the redesign, wbur.org provided very limited access to NPR content. After 10 months, half of the news page-views at WBUR are coming from NPR stories.

Lessons to be Drawn from WBUR  IDENTIFY AND MEET AUDIENCE NEEDS  Provide the right content mix: Prior to the Apr wbur.org offered LOCAL news. Now, WBUR.org offers both NATIONAL and local news.  Provide news the way people want news online: Prior to the Apr wbur.org offered news in AUDIO. Now, all wbur.org news stories are provided in TEXT.

Lessons to be Drawn from WBUR  LOOK FOR A GOOD FIT TO THE MEDIUM  Fits daily uses patterns: “Gathering News” is the second most common online activity.  Fits the way people use the web: News stories and headlines are strong magnets for search.  Fitting the way people want their news: Reaching audience through live streaming, site-visits (reading) and on-demand (archiving/podcasting).

Now a word from programmers… Where should we be going on the web?

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