Public Service BroadcastingPublic Service BroadcastingMonitoring and AssessmentMonitoring and Assessment

Vincent CurrenVincent CurrenSenior Vice President, RadioSenior Vice President, RadioCorporation for Public Broadcasting, U.S.A.Corporation for Public Broadcasting, U.S.A.

Public Broadcasting in USPublic Broadcasting in USCPBCPB

Private, not-for-profit company formed by U.S. Private, not-for-profit company formed by U.S. Congress in 1967.Congress in 1967.

Board of Directors appointed by President, Board of Directors appointed by President, confirmed by Senate.confirmed by Senate.

Functions:Functions: Facilitate production of programs of “high quality, Facilitate production of programs of “high quality,

diversity, creativity, excellence, and innovation….”diversity, creativity, excellence, and innovation….” Ensure programming is balanced and objective.Ensure programming is balanced and objective. Assure maximum freedom from “…interference with, Assure maximum freedom from “…interference with,

or control of, program content or other activities….” or control of, program content or other activities….”

Public Broadcasting in USPublic Broadcasting in USNetworksNetworks

Public Broadcasting System (PBS)Public Broadcasting System (PBS) distributes television programming.distributes television programming. $333 million in revenue, 24% from $333 million in revenue, 24% from

government.government. National Public Radio (NPR)National Public Radio (NPR)

creates and distributes radio programmingcreates and distributes radio programming $160 million in revenue$160 million in revenue

Both are independent non-profit Both are independent non-profit companies, each with its own companies, each with its own management and Board of Directorsmanagement and Board of Directors

Public Broadcasting in USPublic Broadcasting in USStationsStations

Radio - 380 stations operating 700 Radio - 380 stations operating 700 transmitterstransmitters

Television - 180 stations operating 300 Television - 180 stations operating 300 transmitters transmitters

Stations are autonomous, independent of Stations are autonomous, independent of CPB and networks.CPB and networks.

They are owned by universities, private They are owned by universities, private non-profit companies, local governments.non-profit companies, local governments.

U.S. Public Broadcasting U.S. Public Broadcasting EconomicsEconomics

Stations:

BusinessFoundations

Congress$400 Mil.

50%20%5%

Total Station Revenue:

$2.6 Bil

CPB

Listeners

15%

Public Service BroadcastingPublic Service BroadcastingMonitoring and AssessmentMonitoring and Assessment

Vincent CurrenVincent CurrenSenior Vice President, RadioSenior Vice President, RadioCorporation for Public BroadcastingCorporation for Public Broadcasting401 Ninth Street, N.W.401 Ninth Street, N.W.Washington, D.C. 20004Washington, D.C. 20004(202) 879-9733(202) 879-9733vcurren@cpb.orgvcurren@cpb.org

One Model of Station Health

Available at: www.aranet.com

Public Service BroadcastingPublic Service BroadcastingMonitoring and AssessmentMonitoring and Assessment

Vincent CurrenVincent CurrenSenior Vice President, RadioSenior Vice President, RadioCorporation for Public BroadcastingCorporation for Public Broadcasting401 Ninth Street, N.W.401 Ninth Street, N.W.Washington, D.C. 20004Washington, D.C. 20004(202) 879-9733(202) 879-9733vcurren@cpb.orgvcurren@cpb.org

Thank the Committee on Review of Public Service Thank the Committee on Review of Public Service BroadcastingBroadcasting

Flattered to address International Conference on Public Flattered to address International Conference on Public Service BroadcastingService Broadcasting

Been meeting w/ Committee and other International Been meeting w/ Committee and other International broadcasters.broadcasters.

Topic: Monitoring and Assessment of a PSB service.Topic: Monitoring and Assessment of a PSB service. Unique structure of PSB in US may make me least Unique structure of PSB in US may make me least

qualified to comment – but thanks to my colleagues from qualified to comment – but thanks to my colleagues from other countries whom I’ve liberally stolen from.other countries whom I’ve liberally stolen from.

US is different than most PSBs. Here’s brief US is different than most PSBs. Here’s brief background.background.

SLIDES!SLIDES!

GovernanceGovernance

#1 Priority: Get the Board right.#1 Priority: Get the Board right. Composed of influential community leaders who Composed of influential community leaders who

can articulate a public service broadcasting can articulate a public service broadcasting mission and generate support for its activities.mission and generate support for its activities.

No obvious selection method.No obvious selection method. Board roles:Board roles:

• Set priorities for service – pgmming & secondary..Set priorities for service – pgmming & secondary..• Demand measurable performance goals.Demand measurable performance goals.• Maintain relations with legislature and government Maintain relations with legislature and government

executives.executives. US Model: isolate funding from content – 2 US Model: isolate funding from content – 2

boards?boards?

Performance MonitoringPerformance Monitoring Audience service.Audience service.

Usage: who, how much, to what? Basic ratings Usage: who, how much, to what? Basic ratings information. De-emphasize personal opinion.information. De-emphasize personal opinion.

Audience perceptions Audience perceptions • QualityQuality• FairnessFairness• ValueValue• Requires ongoing program of custom research.Requires ongoing program of custom research.

But not just programmingBut not just programming System financial health (e.g. NPR bankruptcy)System financial health (e.g. NPR bankruptcy) TechnologyTechnology

Board role: openness and accountability. Board role: openness and accountability. Pperiodic report to legislature and the public.Pperiodic report to legislature and the public.

Controversial ContentControversial Content

Pre-broadcast:Pre-broadcast: See that editorial standards are in place.See that editorial standards are in place. Convene meetings, provide training and Convene meetings, provide training and

resources to journalists.resources to journalists. Post broadcast:Post broadcast:

Invite and compile audience feedbackInvite and compile audience feedback Establish peer review system: “ombudsman” Establish peer review system: “ombudsman”

or alternative method.or alternative method.

SummarizeSummarize

Effective monitoring and assessment requires regular, Effective monitoring and assessment requires regular, recurring, planned research program.recurring, planned research program.

Personal opinions are prevalent, and often wrong. It’s Personal opinions are prevalent, and often wrong. It’s rare to meet a producer who thinks his or service is rare to meet a producer who thinks his or service is lousy. But there are plenty of lousy programs.lousy. But there are plenty of lousy programs.

Finally, this is a brave experiment to review and possibly Finally, this is a brave experiment to review and possibly remake PSB in HK. Hippocrates: “Life is short, the art remake PSB in HK. Hippocrates: “Life is short, the art long, opportunity fleeting, long, opportunity fleeting, experiment treacherousexperiment treacherous, , judgment difficult.” I wish you and PSB in HK a long, judgment difficult.” I wish you and PSB in HK a long, artistic life, filled with sound judgment, exciting artistic life, filled with sound judgment, exciting opportunity and wild success.opportunity and wild success.

Thank you.Thank you.

Public Service BroadcastingPublic Service BroadcastingMonitoring and AssessmentMonitoring and Assessment

Vincent CurrenVincent CurrenSenior Vice President, RadioSenior Vice President, RadioCorporation for Public BroadcastingCorporation for Public Broadcasting401 Ninth Street, N.W.401 Ninth Street, N.W.Washington, D.C. 20004Washington, D.C. 20004(202) 879-9733(202) 879-9733vcurren@cpb.orgvcurren@cpb.org

Limits on Monitoring and Limits on Monitoring and Assessment of ProgrammingAssessment of Programming

CPB Board may not consider individual CPB Board may not consider individual programming decisionsprogramming decisions

Funding for producers takes form of Funding for producers takes form of grants, not contractual agreementsgrants, not contractual agreements

CPB management may not exercise CPB management may not exercise content editorial role.content editorial role.

Monitoring & Performance Monitoring & Performance AssessmentAssessment

Qualifications: -- stations certifyQualifications: -- stations certify They retain non-commercial statusThey retain non-commercial status Offer general audience programmingOffer general audience programming They meet various technical criteriaThey meet various technical criteria Provide audited financial statementsProvide audited financial statements

Office of Inspector GeneralOffice of Inspector General Reports to Board Chair and Congressional CommitteeReports to Board Chair and Congressional Committee Responds to inquiries from internal sources, public, Responds to inquiries from internal sources, public,

CongressCongress Audits sample of stations for compliance.Audits sample of stations for compliance.

Content ReviewContent Review

Ombudsmen – post-broadcast.Ombudsmen – post-broadcast. PBSPBS CPBCPB NPRNPR

““Open to the Public” – comment line.Open to the Public” – comment line.