The Public Service Publisher Initiative

1
The Public Service Publisher Initiative

• a public service media resource

2
What is it?

• an access point, archive and resource for public
  service programming
• a service provider to stations and the public
• an integrator of audio and video content and
  enabling technologies
• a re-syndicator of U.S. programming worldwide
• a transition strategy to leverage as many system
  assets as possible

3
Why are we proposing it?

• no entity in the system is responsible for
  long-term strategic thinking
• current disaggregated situation is a jumble of
  inconsistent formats, resources and services
• will not be powerful enough to compete in the
  future
• concerned we werent thinking big enough

4
top 5 reasons we need this

• on-demand is a paradigm change in media use we
  have to support my time and portable use
• digital networks revolutionize access and
  inventory compliments broadcasting for daytime
  use, allows expanded content (the long tail)
• we face unprecedented competition technology
  companies, satellite, online aggregators,
  independent producers are invading our program
  space
• we must aggregate our content to compete
  create an overwhelming user value proposition,
  engage peripheral users, gain new users via
  online searchand recommendations
• tiered service model is the key to new revenues
  combines free, underwritten, and paid services

5
3 tier program delivery service

• Tier One free on-air service.
• formatted News/Information and music services to
  local communities
• revenue from voluntary memberships, grants and
  institutional support
• Tier Two free supplemental online services.
• stream of the station's air service, PLUS other
  free streams and on-demand programming
  underwritten by public or private funding
• additional revenue from online fundraising.
• Tier Three Public Media premium bundled
  service
• funded by subscription or prepaid access
  flexible plans
• in depth archives of all the major syndicated
  programs
• niche audience services Latino, Asian, Native,
  local ethnic, etc.
• multiple side streams or alternate music channels
  
• on-demand programming from across the system
• compatible public service content from other NPOs
  
• stations sell it as a membership benefit

6
identity and branding issues

• need to respect existing station and network
  brands while moving into digital multimedia
• all content retains orginal branding
  underwriting when played
• possible names
• American Public Media APM (U.S.-centric, in
  use)
• Public Media Online PMO
• Public Media Resource PMR
• Public Media Service PMS (oops!)
• Working title

PUBLIC MEDIA
7
online service

• ACCESS THROUGH STATION WEB SITES
• integrates
• live station air stream
• station originated on-demand content
• syndicated on-demand audio and/or video
• syndicated interactive content
• (all configurable by the station)
• ACCESS THROUGH a WEB PORTAL
• visible to search engines ( new users)
• destination point for non-station-originated and
  foreign users

8
what users see nowfrom sophisticated to primitive
medium station
small station
large station
KQED SAN FRANCISCO
WGUC CINCINNATI
WSUI PEORIA
WBUR BOSTON
KRBD KETCHIKAN
WQED PITTSBURG
9
the archive treasure hunt
NPR
THIS AMERICAN LIFE
WBUR
CAR TALK
MARKETPLACE
FRESH AIR _at_ NPR
a user-hostile anarchy of inconsistent
interfaces and formats
10
the service portal top level
11
content navigation example
12
content flow
13
content flow 2.0
NGIS
contentdepot
14
KQED Public Media
15
WGUC Public Media
16
WSUI Public Media
17
whats next

• follow up on work done in ad hoc meetings
• seek comment from system Feb.05
• seek comment from other NPOs with compatible
  content Sept.05
• present initiative to potential funders for
  planning and development support Spring/Summer
  05
• IMA discussion group tomorrow 8-11am