Public Media Outlets to Embark on Digital Transformation

RADIO ONLINE | Tuesday, October 29, 2024

Corporation for Public Broadcasting (CPB)

In a significant move to enhance digital proficiency among public media, the first 50 stations have been chosen to participate in the latest phase of the Digital Transformation Program organized by the Poynter Institute, in collaboration with the Corporation for Public Broadcasting (CPB). This initiative aims to revamp digital operations and align them more closely with the needs of local communities.

Building on the success of its inaugural run in 2022-23, which trained 79 entities and 458 personnel, this enhanced program is supported by CPB funding and guidance. CPB President and CEO Patricia Harrison expressed enthusiasm about the initiative's capacity to foster innovation and expedite digital advancement, emphasizing its role in promoting audience and revenue growth through shared best practices.

The program offers two distinct tracks: the nine-month Fundamentals Track and the six-month Advanced Track, set to repeat annually over the next three years, potentially benefiting up to 225 public media stations. Starting in 2025, the first cohort of 50 will undergo virtual Fundamentals training, which includes one-on-one coaching, peer group sessions, webinars, and practical exercises tailored to equip station leaders and staff with essential digital strategies.

Neil Brown, President of the Poynter Institute, heralded the partnership's efforts to transition participant stations towards a more digital, audience-centric model. He highlighted the dual focus on building community connections and financial stability.

Participants will engage in digital projects geared toward boosting audience engagement and revenue. They will also receive intensive training in data analytics to sharpen their decision-making skills. The selected group for the 2025 Fundamentals track includes 22 public radio stations, 12 public television stations, and 16 joint license stations, with training sessions beginning in January and March of 2025.