 |
2009
CONFERENCE
SPONSORS
|
![]() |
1. Urgency
Stations are already investing in online service—but are we getting the results that we want and need? Do our sites provide the kind of service that viewers expect? Do our newsletters deliver the kind of value (for the right price) that will encourage loyalty and increase renewal rates?
These are not just idle questions: money is being spent right now on all of these activities—but few stations have a way to know if that money is being spent for the right set of activities.
2. Managerial Skills and Strategies
There has never been a more difficult time to manage a public broadcasting station: the financial pressures are enormous; the competition is constantly increasing. With all that pressure, it’s hard to keep up on developments in new media: the IMA helps to fill that gap. IMA Meetings are time well spent—focused, productive, filled with actionable ideas. The semi-annual meetings have become the place to brainstorm with colleagues, explore new ideas, and develop a practical vision for how stations can take on the challenge of new technology.
3. Direct Staff Involvement and Improvement
IMA Projects reach out to member stations. We draft collaborative proposals and work with CPB to develop fundable initiatives. Our stations—the members of IMA—then get national-quality consulting and training in all aspects of online activity, from site development to streaming to community outreach.
4. National/Local Collaboration
IMA is the place where networks and stations work out the complex relationships of online service. IMA has already started the process of developing a shared national vision of on-line service. The IMA work plan for FY2004 includes attention to technical standards, newsletter content production, and—above all—developing a stronger business plan for local and national online service. No other working organization combines the Internet leadership from public broadcasting’s major networks and leadership stations.
5. System Leadership
Over the next decade, public broadcasting will have to meet the challenge and exploit the opportunities of new media. IMA stations will play a leading role in determining what strategies are used, how investments are made, and what policies support those plans and investments. The best stations don’t leave those decisions to others.
|
|
|
