A Digital Transformation Strategy Gone Stratospheric: Interactive Media at PBS

Be Your Company’s Revolu3onary (and Live to Tell the Story) Jason Seiken SVP and GM, New Media PBS @jseiken

PBS Is #1 in Public Trust Percent saying they trust the organization “a great deal” on a 4-point scale (not at all, not too much, somewhat, a great deal)Source: Roper Public Opinion Poll on PBS, January 2009Prepared by PBS Research

Iconic Brands

Marketplace Fragmenta3on Audience Membership Sponsorship

How goes the revolu3on?

2008: 2 million videos viewed per month 2011: 151 million videos viewed in July Source: thePlaPorm, July 2011

PBSKIDS.org : #1 kids site for videos viewed for 10 straight months Source: comScore VideoMetrix, July 2011

PBS.org #16 most popular site for video in July Source: comScore VideoMetrix, July 2011

Minutes Per Video: Industry average: 5 minutes PBS.org: 18 minutes Sources: comScore, Google Analy3cs, thePlaPorm, June 2011

PBS is #1 in unique visitors among major networks PBS sites 8555 0 2,000 4,000 6,000 8,000 10,000 ABC.com 5977 CBS.com 5338 PBS si tes NBC.com 5266 PBS.org ABC.com ( no Kids) 4566 FOX.com 3073 CWTV.com CBS.co m 1120 NBC.com PBS.org (no Kids) FOX.com CWTV.com(comScore MediaMetrix, July 2011) 2011 Source: Comscore, February

Be Your Company’s Revolu3onary (and Live to Tell the Story) 4 Keys to Success

1. Create amazing products that push organiza3on outside its comfort zone

“I can’t believe this is PBS. It’s so … modern.”

"... a new video hub thatsarguably the most innovative and well designed on the market.”

"It really is quite a beautiful thing ... amazing, gorgeous.”

"Suddenly, PBS has become a totally different animal ... It is fantastic.Easy to use. Modern. Flashy."

”PBS may be cooler than you think."

PBS for iPad

A true gi^ from TV heaven, this awesome app...

Kids iPad App: 51 Million Streams in July (thePlaPorm, July 2011)

2. Disrupt, But Serve About those amazing products that push the organiza3on outside of its comfort zone: Make sure they serve at least one key cons3tuency.

Industry-‐First Local/NaDonal Video PlaForm 2,000 hours of naDonal video and 4,500 hours of local video

PBS.org Reinvented: Local/National

3. Disrupt, But Grow   The ideal strategy creates growth outside of the new media division   Our strategy: Latent PBS Fans   Fans of the PBS brand who need to be reintroduced   Younger people who are too busy for appointment TV or don’t use TV as their main device   People who watch TV but don’t support a sta3on; need more touch points

PBS.org is Adrac3ng a NEW Audience Only 26% of PBS.org visitors report having watched PBS on TV in the last 7 days. (comScore PlanMetrix, March 2011)

PBS.org is Adrac3ng a NEW Audience 72% of PBS.org video viewers are 18-‐49 Television viewer average age = 62 (comScore, June 2011)

PBS.org is Adrac3ng a NEW Audience 34.2 – Median age of PBS.org visitors

4. Create a New Double Helix for the Org

Summary 1.  Create amazing products 2.  Disrupt, but serve (a key internal cons3tuent) 3.  Disrupt, but grow 4.  Create a new double helix for the org

A Digital Transformation Strategy Gone Stratospheric: Interactive Media at PBS

by The American Marketing Association—Washington, DC on Nov 08, 2011

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A Digital Transformation Strategy Gone Stratospheric: Interactive Media at PBS — Presentation Transcript