Station
managers, programmers, independent producers and journalists are invited to join
Switch On, Tune In: Public Media’s
New Local Frontier, a webinar, this
Thursday (10/26) at 1:00pm ET.
Tom Webster
from Edison Research will present benchmark data, participant feedback and
suggestions for new ways to serve a variety of local communities. Webster will
be joined by Sue Schardt, CEO of AIR
with
the assistance of Kate Krosschell and Ryan McGrath, and representatives from two stations who
participated in the project: Michelle Maternowski, Digital Services Coordinator
at WUWM, Milwaukee and Rachel Hubbard, Associate Director & General Manager
at KOSU, Stillwater, Oklahoma.
The
data arises from three studies that Edison Research did about AIR's Localore
initiative. The research was conducted in the summer and fall of 2016. AIR's partners are Greater Public, ITVS, NFCB, and PRPD.
Localore is an AIR multi-stage project
that began in 2010. The third iteration
of the production, Finding America,
wrapped up in November 2016.
The work focuses on building local content collaborations between independent producers, public radio and TV stations, and community collaborators. Fifteen production teams were embedded in neighborhoods not typically engaged with the public media station. Each team took a new approach to local storytelling multiple platforms – broadcast, digital, and in the physical space of the community.
The work focuses on building local content collaborations between independent producers, public radio and TV stations, and community collaborators. Fifteen production teams were embedded in neighborhoods not typically engaged with the public media station. Each team took a new approach to local storytelling multiple platforms – broadcast, digital, and in the physical space of the community.
Each
of the three studies examined Localore
from a different point of view. The in-tab respondents in each
studied varied significantly:
(1.)
Exit polling was done with attendees at the six live events. The respondents
tended to be younger, indexed more female, and were ethnically more diverse than
the typical public media consumer.
Events where exit polling was conducted were:
•
Every ZIP Philadelphia & the Village
Storytelling Block Party in Philadelphia
•
Beyond Belief Viewing Party in Kansas
City
•
Secretly Y’all, Unmonumental and Untold
RVA Present: Secret
Stories of Self-
Determined Change
in Richmond
•
“Roane is Better Together”: A TruckBeat
storytelling night in Harriman, TN, near Knoxville
•
Dímelo’s End of Year Celebration Party
in Tucson
•
Unprisoned BYO Live: “When the Young Feel
Old” in New Orleans,
(2.)
A market study was done with a sample of residents in the 15 Localore markets. Respondents reflected
the general demographics of each area.
(3.)
An online survey was done with Community Collaborators in the 15 markets. The
collaborators were the heaviest consumers of public media. They were markedly
wealthier, and had attained significantly higher levels of education than
respondents in the other two groups.
KEY FINDINGS: LOOK FOR
INFLUENCERS, EVENTS MATTER & PEOPLE ARE TIRED OF NEGATIVE NEWS
Webster will have complete information. He will take questions and listen to new ideas. Topics that are likely to be discussed include:
• Community collaborators tend to be public media savvy and are “switched on.” Engaging with these people is important. Also, station and independent producers should be encouraged to reach outside of the “influential” cohort to gather a fuller range stories and viewpoints.
• Community collaborators tend to be public media savvy and are “switched on.” Engaging with these people is important. Also, station and independent producers should be encouraged to reach outside of the “influential” cohort to gather a fuller range stories and viewpoints.
•
Events are a good way to broaden the composition of station audience. Event attendees are younger and more
female than the typical public media audience. Events focus the public's interest and they represent a larger slice of the community as a whole.
•
People are tired of so much negative news. Respondents in all three groups say they want to hear fewer negative stories. They say they want to hear more positive news, particularly local news. People are not looking for “fluff” stories.
They want to hear about thinhs that are working well.
The
Switch On, Tune In: Public Media’s
New Local Frontier webinar is free to all participants. Registration
information is available at:
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