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  

Source: Roper Public Opinion Poll on PBS, January 2009 Prepared by PBS Research

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)

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

Source: Comscore, February 2011

PBS  sites 8555ABC.com 5977CBS.com 5338NBC.com 5266PBS.org  (no  Kids)4566FOX.com 3073CWTV.com 1120

0 2,000 4,000 6,000 8,000 10,000

PBS  sites

ABC.com

CBS.com

NBC.com

PBS.org  (no  Kids)

FOX.com

CWTV.com

(comScore  MediaMetrix,  July  2011)    

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 that's

arguably 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)  

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    

PBS.org  is  Adrac3ng  a  NEW  Audience  

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