In November 2010, WHYY Inc., a PBS and NPR member station serving the Greater Philadelphia area, launched NewsWorks.org. It provides regional news and information in Eastern PA, Southern NJ and DE. NewsWorks also features a "hyperlocal newsgathering” effort in Northwest Philadelphia.
It is a pilot program of the Corporation for Public Broadcasting, designed to test "the possibilities of online hyperlocal journalism, driven by public media values and skills."
“ For many, WHYY is not a news organization. It’s where they see Sesame Street or arts programming. And on 90.9 FM, it’s NPR. For our purpose, NPR is the more significant set of letters than WHYY. Part of our message is that we are taking everything you love about NPR to the web for a local news venture."
"There is no way we are going to generate enough content by ourselves to sustain this kind of web play. So we have no choice but to partner. Partnerships are both a good idea, and clearly something that foundations are looking for.
Partnership is a buzzword, but they are hard to achieve."
"The key is... what kind of online experience creates a sense of ownership and community in a younger demographic that leads them to give money in the same way that older people give to public broadcasting?"
"Who would be so stupid to think they were sure this was going to work? I think there is a pretty strong argument to be made for public media being a place – if it is going to succeed anywhere – it would be here. It is full of journalists working at a discount because they believe in the mission. Hyperlocal requires people to 'do windows,' to do things out of a sense of service."