A Digital Transformation Strategy Gone Stratospheric: Interactive Media at PBS

1,378 views

Published on

Jason Seiken, the ringleader of the digital transformation at PBS, and the founding editor of WashingtonPost.com, showcases the accomplishments of his team.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,378
On SlideShare
0
From Embeds
0
Number of Embeds
110
Actions
Shares
0
Downloads
17
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

A Digital Transformation Strategy Gone Stratospheric: Interactive Media at PBS

  1. 1. Be  Your  Company’s   Revolu3onary      (and  Live  to  Tell  the  Story)   Jason  Seiken    SVP  and  GM,  New  Media   PBS   @jseiken  
  2. 2. 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
  3. 3. Iconic  Brands  
  4. 4. Marketplace  Fragmenta3on   Audience   Membership   Sponsorship      
  5. 5.       How  goes  the  revolu3on?  
  6. 6.    2008:  2  million  videos  viewed  per  month    2011:  151  million  videos  viewed  in  July  Source:  thePlaPorm,  July  2011  
  7. 7. PBSKIDS.org  :   #1  kids  site  for  videos   viewed  for  10  straight  months    Source:  comScore  VideoMetrix,  July  2011  
  8. 8. PBS.org     #16  most  popular  site  for  video  in  July   Source:  comScore  VideoMetrix,  July  2011  
  9. 9. Minutes  Per  Video:     Industry  average:  5  minutes   PBS.org:  18  minutes        Sources:  comScore,  Google  Analy3cs,  thePlaPorm,  June  2011    
  10. 10. 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
  11. 11. Be  Your  Company’s   Revolu3onary      (and  Live  to  Tell  the  Story)     4  Keys  to  Success  
  12. 12. 1.  Create  amazing  products  that  push  organiza3on  outside  its  comfort  zone  
  13. 13.      “I  can’t  believe  this  is  PBS.  It’s  so  …  modern.”    
  14. 14. "... a new video hub thatsarguably the most innovative and well designed on the market.”
  15. 15. "It really is quite a beautiful thing ... amazing, gorgeous.”
  16. 16. "Suddenly, PBS has become a totally different animal ... It is fantastic.Easy to use. Modern. Flashy."
  17. 17. ”PBS may be cooler than you think."
  18. 18. PBS  for  iPad  
  19. 19. A  true  gi^  from  TV  heaven,  this  awesome  app...                                  
  20. 20. Kids  iPad  App:  51  Million  Streams  in  July  (thePlaPorm,  July  2011)    
  21. 21. 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.      
  22. 22. Industry-­‐First  Local/NaDonal  Video  PlaForm   2,000  hours  of  naDonal  video  and  4,500  hours  of  local  video  
  23. 23. PBS.org Reinvented: Local/National
  24. 24. 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      
  25. 25. 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)  
  26. 26. PBS.org  is  Adrac3ng  a  NEW  Audience   72%  of  PBS.org  video  viewers  are  18-­‐49   Television  viewer  average  age  =  62  (comScore,  June  2011)  
  27. 27. PBS.org  is  Adrac3ng  a  NEW  Audience   34.2  –  Median  age  of  PBS.org  visitors    
  28. 28. 4.  Create  a  New  Double  Helix  for  the  Org  
  29. 29. 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    

×