Balanced Scorecard

Public
Broadcasting
Council
Balanced Scorecard
Final
2011-2012
▲- Exceeding Target
WXXI Public Broadcasting
Balanced Scorecard
2012
■ - At risk
▼- Underperforming
☻- on track
Strategic Objective
Measured by
Program, Engagement & Audience
Programming &
Develop at least four special
Production
multiplatform initiatives
Select and create compelling,
Evaluate, prioritize and strengthen
engaging content that reflects
partnerships
and strengthens the
Use regional and national production
community.
to promote community strengths
Interactivity &
Educational outreach initiatives
Engagement
Provide innovative services
that enhance the impact and
value of WXXI content.
Visibility & Audience
Raise the visibility and
community understanding of
WXXI as an essential
resource in people’s lives.
Last Year
YTD Actual
Year End
Target
4
8
▲
12
27
59
▲
38
5
13
▲
7
75
95
▲
75
57
86
▲
60
Track & benchmark ratings
Top 10%
Top 10%
☻
Top 10%
Impact of key service areas
N/A
Reported by
project
☻
N/A
Community outreach
Infrastructure & Growth
Technology
Employ current and next
generation technology to
enhance our service to the
community.
Expand reach of radio services.
Acquire and install HD switching
capabilities
Evaluate joint master control and
expanded storage systems
N/A
WITH
WEOS
WRUR
Completed
☻
WITH
WEOS
WRUR
Completed
Grant written
In use
☻
Planning
Construction
☻
Construction
Complete
EEO Report
filed
☻
Complete
2
2 surveys
85%
▲
Achieve 80%
satisfaction
N/A
100%
participation
☻
100%
participation
8.5
8.4
☻
8.5
Board financial goals
100%
100%
☻
100%
Attendance and participation of Board
members in WXXI events and
committees.
100%
N/A
☻
100%
In use
Internal Processes
Work Culture
Nurture a constructive and
adaptive work culture that
embraces change, creativity
and promotes achievement
and commitment to the WXXI
mission.
Recruitment
Track recruitment activities and
outreach.
Conduct quarterly surveys following
all-staff meetings.
Ensure that performance evaluations
reflect accountability, and set goals
and objectives for the coming year.
Board Member Satisfaction
Board Development
Ensure future growth and
success through continued
development of a strong,
involved and committed
Board of Trustees.
Financial
Fiscal Stability
Achieve financial stability and
sustainability through the
focused growth of traditional
funding sources, the creation
of new revenue opportunities
and effective stewardship of
resources.
Balanced Operating Budget
Capital Campaign
+6%
Launch
0%
On track
Individual Giving
$3,900,554
$3,899,547
Sales & Marketing
$1,218,445
$1,303,759
Program Funding
$1,842,816
$1,938,420
☻
☻
☻
▼
▲
+/- 0%
50%
$3,986,500
$1,415,700
$1,884,260
Strategic Plan 2010-2013
The Strategic Plan for WXXI includes Strategic Objectives in key areas designed to support the overall
mission and vision of the organization. For the purpose of the Balanced Scorecard, these Strategic
Objectives can be represented by four major areas of organizational effort. For this year-end reporting
period, three of the areas are broken out in more detail.
Mission
WXXI is the essential, life-long educational public media resource for the Greater
Rochester area. WXXI engages the community with programming that stimulates and
expands thought, inspires the spirit, opens cultural horizons and promotes
understanding and discussion of diverse issues.
Fiscal Stability
Internal Processes
Technology & Growth
Programming Engagement &
Audience
Vision
WXXI will be the area’s trusted media partner and best public broadcaster in the nation in the way it
strengthens its community.
Values
• Commitment to our community
• Respect for our audience & ourselves
• Independence & integrity in our work
• Dedication to the value of learning
• Appreciation for innovation & creativity
• Respect for diversity & balance of perspectives
• Superior stewardship & accountability
3
▲- Meeting/
Exceeding Target
■ - At risk
WXXI Public Broadcasting Scorecard
2012
Programming, Engagement & Audience
▼Underperforming
☻- on track
Strategic
Objective
Measured by
Last Year
Total
YTD Actual
Year End
Target
Programming & Production
Provide content
that fills
needs…leverage
content across
media platforms
Position services
as essential forums
for major issues
Evaluate, prioritize
and strengthen
strategic
partnerships
Work to meet the
needs of the
underserved.
Use Regional and
national media to
place community
strengths on
national platform
Develop a minimum of four
special multiplatform initiatives to
generate tune-in, listener and
viewer loyalty and audience
growth.
Provide for community
interaction.
Expand events at the Little
Theatre
4 events
News: 4
Health: 3
Arts & Culture: 2
Education: 4
Total: 13
6+ events
12
▲
▲
5
***
Partnerships
•
Access to expertise
•
Audience reach
•
Impact
Regional/national projects #
Carriage
• Second Opinion
• BizKid$
• Restoring a Masterpiece
• With Heart & Voice
• Christmas w/ Madrigalia
Interactivity & Engagement
Actively engage the Training & Education Workshops
community through
/Webinars
educational and
Community Engagement
outreach initiatives
• Community Events
• Screenings/Lectures
• Online Chats/Events
• Homework Hotline
anniversary
• Dialogue on Disability
• Next Avenue
• Project Five (LT)
• Talkback events (LT)
• Film Festivals (LT)
Visibility & Audience
Raise the visibility
and community
understanding of
WXXI as an
essential resource
in people’s lives
11
40
63 Total
5
13
Markets
230
250
76
118
80
93 Total
250
250
130
125
101
95 Total
38
▲
▲
☻
7
230
250
75
118
90
75
▲
57 Total
86 Total
60
48 (LT)
40 (LT)
Track & Benchmark Ratings per
SABS
Top 10%
N/A
▲
Top 10%
Site visits
Facebook (25 pages)
Film attendance
Impact of key service areas
1,702,239
10,450
103,900
N/A
1,877,840
18,035
105,499
As reported.
▲
▲
▲
1,700,000
12,500
105,000
Per plan
2
Programming & Production
Select and create compelling, engaging content that reflects and strengthens the
community.
Programming Highlights
News
A number of special reports produced by the Center for News & Public Affairs:
•
Need to Know Rochester produced a special edition on the dropout crisis in the city school district
and a televised town hall called “The Dropout Dilemma” hosted by Helene Biandudi and Tariq
Spence of WDKX.
•
Need to Know Rochester produced a special edition on Rochester's efforts to combat childhood
obesity. This report was featured by WNET.org.
•
Liza's Letter was a positive news series inspired by young listener. A local ten-year-old girl sent a
letter to WXXI News asking for a whole day of “happy news” and offering to round up some of her
friends to listen. That letter inspired WXXI News to present a series of stories that focus on the
positive in local health, business, education, arts, sports, and more. The weeklong radio series
named after its author.
WXXINew.org launched in November. It is more user friendly and encourages more citizen engagement.
This period marked the completion of two-years of the CPB-funded Innovation Trail. This five-station
collaboration has been marked by a number of successes. Our reporters have filed almost 825 features and
spot reports, along with hundreds of posts detailing breaking news, original reporting, and useful resources
on InnovationTrail.org. Our work has appeared on at least nine of New York’s public radio stations, and has
been viewed across the state on New York NOW. Our content has been featured multiple times by the PBS
NewsHour on its website and Innovation Trail reporters have filed dozens of pieces for NPR.
Efforts to reach out to users in the digital space are already in full swing. With thousands of tweets and over
hundreds of followers, the Innovation Trail Twitter account is beginning to gain momentum. Our Facebook
page averages about 300 active users on a weekly basis, and we expect those figures to rise following a
concerted social media effort on the part of collaborating stations, a Google adwords campaign, and a
Facebook ad campaign.
A sustainability plan is designed to carry the project forward past the funding from CPB. At the same time,
CPB has granted an additional (third) year of funding for the project at about 80% of the current grant level.
3
New Programming
America’s Test Kitchen and Moyers and Company were added to the AM 1370 weekend schedule.
America’s Test Kitchen attempts to solve every day cooking problems, tests equipment, and tastes
supermarket ingredients. It's a common-sense, practical approach you won't find on other cooking shows.
Moyers and Company continues Bill Moyers’ long-running conversation with the American public by offering
a forum to poets, writers, artists, journalists, scientists, philosophers, and leading scholars. It also features
his hallmark essays on democracy.
Arts & Culture
DOCUMENTARY PROGRAMMING
The Next Hundred Years: Frank Lloyd Wright’s
Boynton House
Two years ago, WXXI was invited to follow the owners
of the Boynton House on an inside journey of an
almost total restoration of the Frank Lloyd Wrightdesigned property. This year, WXXI completed the
documentary and offered audiences a sneak preview
screening during December pledge. The screening
earned $17,900 in pledge dollars and offered
audiences a tour of the house over the Memorial Day
weekend. A public screening event was held in the
Fall 2012, as well as a broadcast premiere of the
completed program.
Xerox Rochester International Jazz Festival
th
WXXI produced a national release of its 10 anniversary series from the Xerox Rochester International Jazz
th
Festival and recorded three concerts from the 11 season of the Festival. Each high definition recording
captured an artist from the Kilbourn Hall series and captured the flavor and culture of this high-profile
th
community event. As part of the 10 anniversary project, WXXI and the XRIJF partnered to produce John
Nugent and Strings from Kodak Hall. The concert was part of the broadcast series and was produced as a
commemorative DVD.
Historically, carriage of the series has been strong across the country. The series is available in 96% of the
top 25 television markets in the country. The chart below outlines carriage across the entire country.
Analog Stations 1,168
Digital Stations 8,933
54.32 %
92.75 %
All Stations
92.90 %
10,101
4
RIT Big Shot
This history and future story of the RIT nighttime photography project featured a close-up look at each of the
more than 21 photos. It earned $6,200 in pledge and will be distributed national in Fall 2012.
Benches
A whimsical look at the public art project from two years ago, this
documentary was nominated for a New York State Emmy award.
Women’s History Month
Classical 91.5 featured female composers, conductors and performers
throughout the month of March, with particular emphasis on International
Women’s Day. In addition, Noteworthy Moments in Women's History was
produced in partnership with the Susan B. Anthony House. The monthlong series featured vignettes about Belva Ann Lockwood, the first
woman admitted to practice law before the U.S. Supreme Court; Lillian D. Wald, public-health nursing
advocate; Kate Gleason, the first woman admitted to Cornell University’s mechanical engineering program;
Ida Wells-Barnett, journalist, suffragist and friend of Susan B. Anthony; and Mary Stafford Anthony, Susan’s
younger sister.
National Poetry Month
WXXI celebrated poets and their beautiful words during the month of April with a special series of Poetry
Moments, created in collaboration with Rochester-based BOA Editions. The daily series aired April 15-20,
and featured poems by Al Poulin Jr., Barton Sutter, Keetje Kuipers, Lucille Clifton and others.
MUSIC
Classical 91.5 continued to produce monthly Backstage Pass programs, adding the element of live on-line
video streams to the radio broadcast. The monthly program included performers from the Gateways Music
Festival, the Eastman Indonesian Gamelon, and a concert by the Rochester Philharmonic Youth Orchestra.
The program is also heard on WNED-FM in Buffalo, on Saturday evening.
January: Imani Winds
February (Black History Month): Members of Gateways Music Festival
March: Publick Musick
April: Gibbs & Main/EuphoNY 2012
th
May: Members of the 40 International Viola Congress
June: Resonanz with Gibbs & Main
With Heart and Voice
WHV income: $12,000 production funding from Houghton College; $20,000 carriage fees; heard on 125
stations in 27 states and Puerto Rico.
WHV Listener Comment: My husband is 60 with advanced dementia and I take care of him at home.
Coincidentally he is of Russian ancestry, and also always had special affinity for sound of bells and chanting.
When he heard your selection “Easter Beginning,” he sat right up and became clearly attentive and listening.
Thanks again, I thought you’d like to hear about your part in creating a healing time for him. (Margaret in
Rochester, NY)
5
International Viola Congress
th
May 30, 2012, Classical 91.5 and WITH-HD2 broadcast the live Opening Concert from the 40 International
Viola Congress from Kodak Hall at the Eastman Theater. Julia Figueras hosted the live broadcast with prerecorded elements produced by Mona Seghatoleslami. This was a partnership with Eastman School that
provided the interconnection that will enable WXXI to continue to present live broadcasts from Kodak Hall.
Local Holiday Programming
RPO Holiday Pops, the RPO Christmas Concert, Christmas with Madrigalia and Rochester Lessons and
Carols.
Outreach and Live Broadcasts
GrassRoots (WITH & WRUR), Clothesline (WRUR and 91.5), High Holy Days (91.5 & WITH-HD2), Viola
Congress (91.5 & WITH-HD2), Ithaca Festival (WITH & WRUR), Live from Hochstein-ongoing (91.5, also
heard on WNED-FM on Saturday evenings).
Mona Seghatoleslami joined Classical 91.5 as the new afternoon drive host, continuing WXXI’s commitment
to locally hosted music programming. In addition, Song Travels was added to the Classical 91.5 weekend
schedule. Host Michael Feinstein welcomes a new guest each week to explore the genre of American
Popular Song, examining how these great songs have evolved through the years, changing with each
interpretation and artist. Guests as diverse as Joshua Bell, Bette Midler, Cheyenne Jackson, Rumer,
Thomas Lauderdale, and Liza Minnelli give intimate performances and share personal insights.
OnStage
WXXI produced a 12 episode local music series, OnStage, in 2011-2012.
Funded by Genesee Beer, the series premier included a concert by the
Low Gramm Band, recorded at the Rochester Public Market in July.
Production includes concerts recorded in WXXI’s Studio A, and in two
additional venues to the Public Market. Concerts were produced from
Abilene in the East End, and are scheduled for production from Lovin’
Cup near the RIT campus.
Each 60-minute program features two bands, for a total of more than 24
musical groups which hail from Rochester and the surrounding region.
Health
WXXI completed the Healthy You project in the Fall 2011, partnering with WSKG, Binghamton and the
University of Rochester Medical Center. The child obesity project provided a successful model for use of
public service media and multimedia to have impact on a community issue.
The television, radio, online, on-demand and direct outreach project was summarized in the following way by
an independent evaluator, Hezel Associates:
Evaluation results indicate positive impacts on the program
recipients. The majority of stakeholder survey respondents agreed or
strongly agreed to the following statements:
• Public broadcasting can have an impact on childhood obesity
(87.1%)
• Along with community partners, my local PBS station has
made an impact on childhood obesity through Healthy You or
Working on Wellness (83.9%)
• Along with community partners, the station’s efforts can have
a sustainable impact on childhood obesity (90.3%)
6
A survey respondent shared, “There is awareness by parents communicated directly to me about WXXI's
programs on childhood obesity. It is unquestionably in the dialogue among parents and children.”
Reportedly, schools are making changes to menu and vending machine offerings, and parents are changing
what food they shop for and how they prepare meals. A survey respondent also noted, “Children are trying
to create more meals and snacks out of healthier foods and exercise at least every day.” On a scale of 1 to
10, with 1 representing not important and 10 representing extremely important, 27 survey respondents
provided a rating with a range of 6 to 10 and average of 9.3 for the importance of the stations’ efforts to
obtain new funding to continue their efforts targeting childhood obesity.
WXXI earned the following awards for the project:
• National health Information Award for Health Promotion, Disease and Injury Prevention
• Community Partner Award- University of Rochester Medical Center
• New York State Broadcasters Association Award for Best Locally Produced Program Designed for
Children.
Dialogue on Disability
WXXI and Al Sigl Community of Agencies’ programming initiative – Dialogue on Disability: The Herman &
Margaret Schwartz Community Series – has been celebrating the amazing lives of people with special needs
for the last decade. At the heart of this initiative are programs that can be seen on WXXI-TV/HD
(DT21.1/cable 1011 and 11), WXXI-CREATE and City 12, and heard on AM 1370/FM-HD91.5-2 and
Reachout Radio that encourage community dialogue about the abilities of people with disabilities and the
importance of inclusion.
The centerpiece of this year’s project was a film that introduces viewers to
28 musicians and singers. For Once in My Life, takes an infectious,
expectation-defying look at the inspiring Spirit of Goodwill Band, a unique
ensemble with a wide range of disabilities who share an uncanny gift for
music, joy, and friendship. Following the band, made up of workers at the
Goodwill Industries Center in Miami, the film captures their determination,
talent, and dedication.
In addition Dialogue on Disability featured several uplifting films and TV programs throughout the week:
• Autism: Coming of Age
• Original Minds
• Right to Risk: A 15-Day Journey through Arizona's Grand Canyon
• Dreamers Theater
• Second Opinion: Autism
WXXI broadcast a variety of children’s programs on WXXI-TV/HD and WXXI CREATE (DT 21.31 cable 433),
that deal with disability issues.
On radio, Bob Smith talked with local experts about the many abilities of those with disabilities on 1370
Connection, and AM 1370 presented two special programs during the week: Fade to Dark: The Age Of
Alzheimer’s, and The Wild Child about Bipolar Disorder.
WXXI and Al Sigl Community of Agencies provided promotion for the effort and all the content was
coordinated at wxxi.org/dod. It’s clear that cross-platform efforts, implemented in conjunction with solid
community partners, have impact. First-year results from the Dialogue on Disability effort totaled
approximately 30,000. The most recent audience estimates total nearly 1 million people.
7
Audience
Estimates
ACTIVITY
Television
Kid's program acquisitions
For Once in My Life
Second Opinion – Autism
Autism: Coming of Age
Original Minds
Right to Risk
Dreamers Theater
Justin Hines: Days to Recall
250,000
5,000
9,000
3,000
2,000
2,000
3,000
2,000
Radio
1370 Connection
Fade To Darkness: The Age Of Alzheimer's
The Wild Child: Coping with a Bipolar Youth
TOTAL On-air Audience
Print, Online, In-person
24,000
2,500
2,500
305,000
Electronic Newsletters
On-air promotion (Radio & TV)
Social Media
Member Guide
WXXI.org Feature page
GRAND TOTAL Audience Impressions
30,000
300,000
3,200
25,000
300,000
963,200
Our collaboration with WXXI
and the power of their
programming and their
airwaves has significantly
raised awareness in our
community regarding the
important issue facing
people with disabilities.
Dan Meyers, President
Al Sigl Community of Agencies
Second Opinion
Second Opinion completed production and distribution
of its eighth season in this period. Carriage reports from
the period January 2010- December 2011 indicate
strong carriage for season 8 and past seasons that are
still carried on many public television stations as they
hold a place for new episodes.
Type
All Stations
Telecasts
Stations
Markets
States
% Coverage
39,604
394
146
44
84%
Main Channels
9,494
153
95
34
58%
Primary Stations
3,899
71
69
28
26%
Season eight also included the launch of a Facebook page and Twitter feeds, and these elements have
become a main source of feedback from viewers to the program.
8
A sampling of viewer feedback:
“Every Friday morning at 7:30AM (on World, as part of Maine Public Broadcasting), my wife and I sit on our
couch, sip our morning tea and watch your program. We both consider it one of the best programs on TV.
Always informative, always interesting. She's an RN of 31 years and always comments when you hit the nail
on the head (which is quite often!).”
“I've been watching the series for some time now, and find it very helpful and informative… I think the show
strikes the right balance between explaining things in detail, and not getting overly technical. I hope the
show continues for a long time.”
“WONDERFUL, NECESSARY, VERY HELPFUL! I enjoyed the mix of panelists, as they were able to speak
to the topic from personal & professional points of view.”
“You ask the right questions, keep things flowing, stay neutral, never condescend to your panel or your
audience and make it very accessible for all of us wanna-be doctors. Keep up the great work!”
Social media has had a major impact on Second Opinion and on secondopinion-tv.org.
The program’s major funder, Blue Cross Blue Shield Association, renewed its funding and worked to plan a
social media strategy for the program. Carriage and social media additions to season nine are detailed here:
Social Media Additions: #ASKTVDR.
WXXI and Blue Cross Blue Shield Association partnered with public TV stations, URMC and other
community and national agencies, to create Twitter chat events around six key episodes of Second Opinion
season nine. The following topics were tweeted from WXXI while Twitter followers and participants watch a
live webcast of the episode recordings:
• ALS (Lou Gehrig's Disease)
• Mystery Illness
• New Cancer Treatments
• Grief
• Conversion Disorder
• Food Safety
The Twitter chat project resulted in an increase in Second Opinion Twitter followers to more than 306, and
inspired our funder, Blue Cross Blue Shield Association to plan weekly Tweet chats around Second Opinion
topics and panelists. They begin in October.
A sampling of Tweets during the ALS & Grief episodes:
Your guest, Gary is spot on about the importance of peer-to-peer assistance and communication! #asktvdr
@ alsagoldenwest #AskTVDr Gary Temoyan is sharing his personal story right now. Your ALS stories help inspire...
fb.me/1L0JHywZg
On the topic of environmental factors, does anyone on the panel think radiation exposure is a possibility? #asktvdr
Such courage! RT @secondopiniontv: ?s to #AskTVDr. Congdon shares story-fairport daughter killed 5 yrs ago. LIVE
Taping ow.ly/aWHU6
The father on the show sharing the story of the loss of his daughter...he's amazingly strong! #AskTVDr
@secondopiniontv
Archives of the Twitter Chat Events can be found here: http://secondopinion-tv.org/highlight/twitterevent-archives
9
Second Opinion Social Media
500
400
300
Facebook Fans
200
Twitter Followers
100
0
2010
2011
Apr-12
May-12
Jun-12
Jul-12
These efforts also affected the Second Opinion Website. Note that July is only the first month of the next
quarter and yet in some cases it equals data from other full quarters and/or is further ahead of a single
month. Klout scores continue in the 40’s over the past 90 days.
Quarterly Visits
25,000
20,000
15,000
10,000
5,000
0
Visits
10/1012/10
1/113/11
4/116/11
7/119/11
10/1112/11
1/123/12
4/126/12
Jul-12
9,316
11,443
11,413
10,294
13,478
18,591
22,874
9,696
Education
WXXI continued its leading role as a producer and presenter of quality educational content, with nearly 16
hours of educational television programming each day. In addition to the production of Assignment: The
World, a nationally distributed program focusing on social studies for middle school students, WXXI coproduces BizKid$, a national program about entrepreneurship and financial education.
Homework Hotline
th
Homework Hotline celebrated its 20 year on the air with a year-long
initiative, including a Hot Shot “Homework is cool” Photo Contest, new
logo, a celebration with special guests, and the testimonials. We had
testimonials by Tom Proietti, George Wolfe, Joe Zuniga, Carol Smith,
Bolgen Vargas, Adam Urbanksi, Louis Slaughter, and Maria Neira.
The program also hosts a companion Web site
at~<homeworkhotline.org> This year, Homework Hotline’s email and
Facebook pages were new resources for students who wanted to use
multimedia to ask homework questions. So far we have 401 “ likes.”
10
Statistics:
This year we worked through 331 questions live on air, 90 percent of these problems were math related.
The majority of the calls come from the New York City area:
Homework Hotline Call Locations
NYC/NJ
10% 1%
Rochester
Other Upstate
Outside NY
30%
59%
th
th
85 percent of the callers were in grade from 4 -8 .
571 students called in or emailed in the correct answer to the Teaser questions for the year.
20 Regents review problems were covered on air
Segment Work:
Homework Hotline produced 78 new segments, 39 of these new segments were also aired on Assignment:
The World:
•
•
•
•
•
12 new Healthy You segments were produced. These segments focused on brining awareness
about the obesity epidemic that is facing America’s youth.
4 segments on energy in partnership with the Innovation Trail.
4 new Women’s History Month segments, partnership with American Graduate.
4 new Black History segments History Month segments, partnership with American Graduate.
20 new zoo segments from Buffalo, Syracuse, Seneca Park
.
Homework Hotline also:
• Went to eight schools to produce 24 new Book Reviews.
• Teamed up with WXXI News and WCNY in Syracuse, New York for the American Graduate series.
The purpose of this series was to show students the hard ship of dropping out of school and the
choices that some students have to make. Six of these segments were aired on Homework Hotline
and Assignment: the World.
Strategic Partnerships
WXXI seeks to develop and strengthen our strategic partnerships, locally and statewide, that can help us
enhance programs and services, and promote our mission. Partnerships also help us identify and work to
meet the needs of under-served segments of our community. For 2011-2012, we will continue to gauge the
impact of our partnerships, assure we have the appropriate partners in each impact area, and maximize their
value. We targeted an increase of about 10 partners in this year and have already increased significant
partnerships to 42 across our key content areas. We will continue to evaluate each of the partnerships.
Most significant, and well beyond a collaboration, is the affiliation with the Little Theatre Film Society. This
affiliation takes partnership to an entirely new level by strengthening and broadening WXXI’s mission. Over
the past six months, we began to work together as one organization, while respecting the differences in
mission as well. We look forward to developing strategies for working together.
11
There was a great deal of coverage about the movie, Bully shown in April at the Little Theatre. The film's
distributor had originally granted an exclusive to Pittsford Cinema for the film. It wasn't until we intervened
and pointed out that WXXI has the relationships with schools and parents to accomplish the goals of the
producer - and that the Little was the theater people would expect to find this film - that it was made available
to the Little.
The April 20 opening attracted more than 200 parents, children and
educators and provided a forum for discussion of this critical social
issue. Following the screening, All Things Considered host Hélène
Biandudi moderated a panel discussion with Kaitlin Monte, Miss New
York 2011 and Executive Director of Operations for Project Empower;
Dr. James Colt, Cyber Bullying expert; Aly Belknap, Rush-Henrietta
student and co-founder of the school's anti-bullying initiative; and parent
Karrie Formicola . After the opening more than 1,800 students saw the
film in 15 private school screenings at the Little, along with more than
250 educators and over 2,200 members of the general public during its
five-week theatrical run. At the same time, WXXI AM 1370 aired a
feature special about the issue and broadcast new events and interviews
with the film’s producer. On WXXI.org, the education staff provided
resources for parents and educators for dealing with the complex issue
of bullying, as well as video of the panel discussion that took place
following the film screening. The project was a perfect example of how
the unique partnership between The Little and WXXI helps both
organizations achieve their missions.
WXXI Partners to Help Community
Members “FIND THEIR ROOTS”
(March 25-May 20, 2012) The new 10-part PBS series
Finding Your Roots with Henry Louis Gates, Jr. took
viewers along for the journey each week with one celebrity pair bound together by an intimate, sometimes
hidden link as they trekked through layers of ancestral history and uncovered secrets and surprises of their
family trees.
As part of a 10-week national engagement campaign, WXXI collaborated with
The Monroe County Library System (MCLS), the City Historian and the Rochester
Genealogical Society (RGS) to share their resources and services with community
members interested in finding their own roots. In addition, WXXI produced a video
vignette that spotlighted the genealogical resources available and shared
Rochester, NY native Marlene Capes-Bettin’s journey to find her husband’s family
roots. Also included is an interview with Christine L. Ridarsky, Rochester City Historian and Historical
Services Consultant, who talks about the resources available at the library and offers advice on how to begin
a genealogical search.
The WXXI video lead in to the 8 p.m. March 25th premiere of Finding Your Roots on WXXI-TV/HD, and aired
throughout the series’ ten-week broadcast schedule. A longer version of the video vignette is posted at the
WXXI Finding Your Roots website. < http://wxxi.org/roots > The WXXI Finding Your Roots website includes
Local Partner Genealogical Resources, Full Episodes On-Demand, and Parent and Teacher Resources for
involving children in family history projects. Three teacher webinars were also offered to educators
interested in using the series in the classroom. WXXI and the community partners co-promoted the project
and used the website, email newsletters and social media posts to drive interest in the series. Partners also
distributed series postcards at local library branches and other community locations.
12
National STEM Video Game Challenge
WXXI was selected as one of 12 public television stations by PBS KIDS and
the Corporation for Public Broadcasting (CPB) to host a community outreach
event to encourage game submissions for the PBS KIDS stream in the 2012
National STEM Video Game Challenge.
Supported nationally by CPB and PBS KIDS through the Ready To Learn
Initiative, the contest is inspired by the “Educate to Innovate Campaign,”
President Obama’s initiative to promote a renewed focus on science,
technology, engineering, and math (STEM) education. The Challenge is an
annual competition to motivate interest in STEM learning among America’s
youth by tapping into students’ natural passion for playing and making video
games.
As one of the 12 stations, WXXI created awareness among middle school, high school, college students, and
educators about the Challenge and the PBS KIDS stream to create engaging math games for young children.
The initiative demonstrates how simple it is for students and educators to use free, open source software to
design and submit games to the PBS KIDS stream of the Challenge. Winning entries are featured on PBS
Kids At the end of the competition, the winning games for the PBS KIDS STREAM will be featured on the PBS
KIDS Lab and PBS LearningMedia websites.
As part of this community initiative, WXXI partnered with Rochester Institute of Technology’s School of
Interactive Games & Media to host a private event for RIT students and area middle school, high school
students from community youth partner programs on Saturday, January 28, 2012. The event will include an
introduction to “Breaking into the Industry” with RIT Professor David I. Schwartz Ph.D. Middle school and high
school participants will take part in a workshop with Michael Angst, CEO of E-Line Media, a publisher of gamebased learning products and services. 85 youth and college students attended the event. WXXI will also
partnered with the New York State Association for Computers and Technologies in Education (NYSCATE) to
promote the contest to over 7,000 teacher members and host a statewide webinar on the Challenge for
educators. The contest was also promoted at the NYSCATE statewide conference attended by 1500
educators.
Breaking into the Game Industry: Dr. David Schwartz
Youth working on game design in RIT lab.
13
Interactivity & Engagement
Provide innovative services that enhance the impact and value of WXXI content.
Training & Educational Resources: WXXI provides formal training sessions to the educational
organizations and professionals such as teachers, teacher assistants, education administrators, daycare
providers, after-school care personnel, parents, librarians, media specialists. WXXI also offers informal
learning activities and events for families and kids.
WXXI’s Ready To Learn & K-12 Training & Events for Educators, Families and Kids:
From July 2011 – June, 2012 WXXI participated in 35 training events for early childhood
educators, daycare providers and parents to train 426 adults impacting 5443 young
children. We offered 12 K-12 training events including workshops and conference events
attended by 2895 educators, caregivers and high school students to present WXXI public
media educational resources for use in the classrooms and in home settings. WXXI also
offered 14 community engagement/outreach family events with children’s activities, at
WXXI and such venues as the Rochester Children’s Book Festival, the Seneca Park Zoo, Frontier Field with
the Red Wings, the Strong National Museum of Play and Rochester Museum and Science Center. These
events allowed WXXI to reach families in an informal and fun-filled environment. Family events this year
reached 25,188 individuals.
WXXI’s American Graduate Initiative: http://wxxi.org/grad
WXXI has initiated a series of broadcasts, online and
community engagement as part of “American Graduate:
Let’s Make It Happen,” a national public media initiative
funded by the Corporation for Public Broadcasting
(CPB) to help Rochester and other communities across
America to address the high school dropout crisis. Every year 1 million kids drop out of high school
nationwide. In the Greater Rochester, 5-county region, 3,400 students dropped out in 2010. The estimated
economic impact on the region is a projected loss of $6.2 million in increased tax revenues and a projected
$38 million in earnings if all of these students had graduated. (Study from Alliance for Excellent Education)
WXXI's project engages with the community to drive widespread awareness and rally support to get the
community involved by helping provide pathways to resources that address the problem.
Rochester’s “American Graduate”
initiative began in September 2011 with a
Need to Know Rochester television
special on the plight of black male
students in the Rochester City School
District. The Rochester City School Board
hosted a public screening of the program
in October 2011 with a Q&A session
facilitated by WXXI News Director Julie
Philipp. In December, WXXI News
presented The Dropout Dilemma, a live
television town hall meeting co-hosted by
WXXI’s Helene Biandudi and WDKX’s
Tariq Spence. The program explored how
the Rochester City School District’s high
dropout rate impacts the Greater Rochester community. Participants examined the issue from many
perspectives, including the social and economic impact on the region. In addition to a panel of community
leaders, young people and staff from the Center for Teen Empowerment shared their thoughts about how the
dropout crisis affects their lives and neighborhoods. WXXI’s Homework Hotline tackled the topic with a 6part series that aired in November and December to communicate to students the issues related to dropping
out and the resources and strategies for staying in school. At the heart of raising public awareness about the
issue is programming broadcast on WXXI-TV/HD, AM 1370/FM-HD 91.5-2. These programs include
14
documentaries, NPR and PBS NewsHour specials, and ongoing WXXI News reports and 1370 Connection
educational programs. All of the reports and programs are available on-demand at WXXI’s American
Graduate website at <http://wxxi.org/grad>.The website also provides community pathways to resources for
students and ways to learn more and get involved through mentoring or other volunteer outreach.
WXXI Education provides resources to support schools, families and out of school programs to keep
students engaged. http://wxxi.org/education
•
VITAL On-Demand Video & Lessons, free to all schools in New York State
•
WXXI PBS Kids Online Games & Videos
•
Homework Hotline, a daily live call-in series and website available to help all New York State
students with their homework and learning new problem solving strategies
•
Training for hundreds of teachers, parents, and caregivers in the use of public media to engage
their thousands of students & family learning events attended by tens of thousands of people
•
Academic Contests: PBS Kids Go Writers Contest, STEM Video Game Challenge
•
Monthly e-newsletters and daily social media highlights for parents and teachers
•
15 hours per day of educational TV programming developed for children and students
•
Summer Reading Programming & Resources
WXXI HEP Kids Jazz Event: Kids listened to performers at
the Little Theatre Tent. They also made maracas, watched
PBS Kids movies, listened to storytellers and painted
murals.
Sid the Science Kid Weekend at WXXI & RMSC: Kids
graph height by age 0-10 years.
WXXI Dinosaur Train Earth Day at Seneca Park Zoo. Kids met Buddy
the Dinosaur and learned about how to receive monthly Nature Trackers
activities. Families also participated in an endangered species
scavenger hunt.
1600 kids packed WXXI Studios & RMSC to participate in hands-on
science centers and meet Sid the Science Kid.
15
Two WXXI & Strong National Museum of Play Family Events Draw 13,000!
6000 came out to Celebrate Dr. Seuss' Birthday March 2nd with
WXXI/PBS KIDS The Cat in the Hat Knows A Lot About That! by
meeting the Cat in the Hat, listening to WXXI read-aloud stories,
building something silly in the Fat Brain Toy Building Station,
designing a silly birthday hat to wear and watch a new episode of
The Cat in the Hat Knows A Lot About That! and sign-up for a library
card.
SuperWhy and WordGirl flew in for Super Heroes Weekend
drawing 7,000 to meet & greet, & participate in WXXI &
Museum super hero craft, literacy and play activities.
PBS Mr. Steve Family Concerts at the Zoo with after-hours zoo tours & at Frontier Field with exclusive concert followed by a meet
and greet with Mr. Steve & SuperWhy and baseball game. These events drew 1000 fans to sing/dance and enjoy the day!
Kids dancing on stage with Mr. Steve
Singing through the Stadium
16
Adult Literacy Education
From July 2011 - June 2012, WXXI’s Finger Lakes Regional
Adult Education Network (RAEN) held 48 professional
development events attended by 632 adult education
providers. WXXI operates the RAEN under a 5-year
contract from the NYS Education Department for 20092014. WXXI’s RAEN provides professional development and technical assistance to area adult literacy
agencies. Achieving a GED through Distance Learning: In partnership with ten area adult literacy
agencies. WXXI provides adult education broadcasts and online resources to allow adult students to pursue
their GED and workforce development skills through distance learning and supplement in class resources.
According to the most recent NY State Education Department data (2009-2010) adult education programs in
the Finger Lakes region of New York State served 6,476 students. (All students reported here fulfilled the
National Reporting System (NRS) guidelines for reporting.)
Video in Teaching and Learning
WXXI provides VITAL (Video in Teaching & Learning), a FREE video clip and
curriculum service for all NYS schools, colleges, educators, students and families.
Plans are being made to upgrade VITAL NY to a new platform by merging the service
with PBS LearningMedia on-demand system in June, 2012, resulting in an improved
interface and more learning objects from public media.
Screening/Talkback Events
The Little Theatre Free Bully Educator Screening was held for 256 educators 4/24/12
and screened by over 1000 students and teachers from 12 school districts. WXXI
Education created a resource website for teachers and parents dealing with the issue
of bullying http://interactive.wxxi.org/bully including programming from NPR and PRX.
The screening options were also promoted to area schools with 12 districts booking
screenings for teachers or students.
ITVS Community Cinema: Bi-Monthly WXXI Preview Film Series followed by
facilitated discussion. Programs are also broadcast on WXXI-TV, 280 attendees
came to the 6 events.
Art 21: Change, from the PBS series that focuses exclusively on contemporary art
and artists, screened April 11 at 6:30 p.m. in Little Theatre 5. It was be followed by a
talk back with three local artists, and a reception in the Little Café. This event was a
partnership with Memorial Art Gallery and Rochester Contemporary Art Center.
Project 5 is an all-encompassing term for events and programming in Theatre 5 at
The Little. The project strives to bring independent cinema to The Little that would
otherwise not be seen in the Rochester area. Films with limited or no distribution and
series devoted to the independent spirit are showcased with unique monthly/weekly
series and special events. The project involves rotating showings of these films and
"one night only" events. Project 5 supports collaboration as we reach out to local
colleges, art galleries, film festivals, and non-profits to foster programming that
engages community on new levels.
17
th
Raising 100,000 Voices 7 annual youth video shorts screening event: WXXI & URMC
partner with six community based agencies to help youth in after school programs create
video shorts on the challenges of becoming a healthy adult. The yearlong program includes
workshops and group work at community partner sites. Videos are distributed on DVD and
loaded to Youtube.com where they receive thousands of views each year.
Other screening programs included previews of:
•
•
•
•
•
•
Being Elmo at the Dryden Theatre
Downton Abbey at the Dryden Theatre
American Experience: Clinton at the Little Theatre
Two Spirits at the JCC
Sherlock Holmes at the Little Theatre
WXXI was one of the core stations involved in Next Avenue – a Web site aimed at engaging baby boomers.
Next Avenue pulls together content, including video, from existing public television series, government
agencies and a long list of contributors from inside and outside public television. WXXI’s Second Opinion is
featured on the national Next Avenue site in the “Health and Well Being” section. Other Next Avenue
content is organized in the categories of caregiving, living and learning, money, and work and purpose.
The Next Avenue site is accessible to the Rochester regional audience from wxxi.org.
18
Visibility & Audience
Raise the visibility and community understanding of WXXI as an essential resource in
people’s lives.
Television Audience Highlights
The television year was solid in terms of audience and ratings. Year-to-year cumes are holding steady.
th
November 2011: WXXI ranked 5 in the Nation among PBS stations for Whole day Gross Rating Points and
th
6 for Primetime. The November 2011 sweep brought mostly good news for the WXXI schedule as three of
the four major audience measures logged gains. Prime Time cume gained 6%.
WXXI-Prime Time DMA Cumes
25
20
15
2010-2011
10
2011-2012
5
0
July
November
February
May
Our GRPS continue to outpace markets of similar size as shown in the chart. Also shown are WNET and
WLIW, our GRPS are routinely higher than what they post. Total GRPs added 19% and Prime Time was up
10%. Overall, 117,056 Viewers saw the WXXI schedule in 192,901 Households.
Gross Ratings Points 2011-2012
1000
800
600
Nov-11
400
Feb-12
200
May-12
0
Rochester - Cleveland WXXI
WVIZ
Maine MPBN
Columbia, Kansas City - New York - New York SC-WLRK
KCPT
WNET
WLIW
Audience Highlights
19
Downton Abbey
PBS’s Downton Abbey, which received 16 Emmy nominations,
including one for best drama series, was as popular in
Rochester as it was around the rest of the country. As creator
Julian Fellowes told TV critics, “It is so very popular because
while “it looks like a classical period TV drama from the ‘70s,
and everyone’s in bustles and ringing for lunch,” it’s written more
along the lines of “The West Wing” and “ER.”
WXXI maximized the popularity of the series with the following
highlights:
•
•
•
Sneak previews of the second season at the Dryden brought out 250 people of all ages and
demographics;
th
nd
WXXI TV debuted the 5 episode on Super Bowl Sunday. It was the 2 most viewed program in the
country behind the Super Bowl and earned WXXI a 6.1 rating
Super Bowl marathon TouchDownton Abbey earned 9,385 in membership funds.
Mystery Programming
WXXI experimented with two popular Saturday night programs,
placing Agatha Christine in the Sherlock time slot at 8pm. For the
February 2012 book we averaged a 3.0 compared to a 2.7 for
Sherlock the February before. This switch shows that Rochester
enjoys Mystery Programming on Saturday night, no matter who is
solving the crime!
In addition to successful partnerships with Greentopia and a
14,000-member audience for the Lyme Disease documentary Under Our Skin, WXXI enjoyed success with
several programs from PBS and other distributors that earned national buzz and local loyalty. An example
was In Search of Memory which charts the intellectual history of the emerging biology of mind. Eric R.
Kandel is featured in the film, which illuminates how behavioral psychology, cognitive psychology,
neuroscience, and molecular biology have converged into a powerful new science of mind. The Wolk
Foundation supported the acquisition of this film.
We debuted William and Mary in November, on Saturday nights at 10pm. This is a romantic comedy that is
slightly different than the regular Saturday night fare that has been aired at that time. The series is a hit. In
November, it received a 2 rating/6 share with 10,000 people tuning in from 7,000 households. We also
debuted a 2-part documentary on the history of Man and Horse entitled Martin Clunes: Horse Power in
November which performed well adding a 1 rating/2 share and 9,000 viewers from 5,000 households. Doc
Martin continues to deliver on a weekly basis, and the much anticipated season 5 is a very frequent topic of
conversation with our viewers.
Radio Audience Highlights
•
•
•
•
Backstage Pass is now also available as a video webcast. The monthly program included
performers from the Gateways Music Festival, the Eastman Indonesian Gamelon, and a concert by
the Rochester Philharmonic Youth Orchestra.
With Heart and Voice added seven new member stations, bringing carriage to 125 stations.
Remote broadcasts included the Grassroots Festival on WITH and WRUR, the Clothesline Festival
on WXXI-FM and WRUR, and the weekly Live from Hochstein broadcasts on WXXI-FM and WXXY.
Local holiday programming included the RPO Holiday Pops, the RPO Christmas Concert, Christmas
with Madrigalia and Rochester Lessons and Carols.
20
National Share
WXXI-FM continues to perform near the top of the list of all-classical music stations in the United States.
Two of the stations with larger market shares are actually networks of multiple stations. The combined share
of WXXI’s news service (WXXI-AM and WRUR-FM) also continues to perform in the top segment of all-news
stations in the US, with larger market share than larger stations such as WBUR Boston, WHYY Philadelphia
and WNYC New York City.
All Classical Stations
Rank
63
42
9
56
23
52
22
63
21
1
84
16
28
33
25
27
10
24
2
54
12
44
15
All News Stations
Market
Albany-Schenectady NY
Raleigh-Durham NC
Washington DC
Rochester NY
Portland OR
Buffalo NY
Baltimore MD
Dayton OH
Denver CO
New York NY
Syracuse NY
Minneapolis-St Paul MN
Cincinnati OH
Las Vegas NV
Pittsburgh PA
Sacramento CA
Boston MA
Charlotte NC
Los Angeles CA
Louisville KY
Miami FL
Nashville TN
Phoenix AZ
Station
WMHT-FM
WCPE+
WETA+
WXXI-FM
KQAC-FM
WNED-FM
WBJC-FM
WDPR-FM
KVOD-FM
WQXR-FM
WCNY-FM
KSJN-FM
WGUC-FM
KCNV-FM
WQED-FM
KXPR-FM
WCRB-FM
WDAV-FM
KUSC-FM
WUOL-FM
WKCP-FM
WFCL-FM
KBAQ-FM
Share
3.6
3.3
2.7
2.3
2.2
2.1
2.0
2.0
1.9
1.8
1.5
1.4
1.3
1.1
1.1
1.1
1.0
0.9
0.9
0.9
0.8
0.7
0.7
Rank
9
42
4
23
13
84
16
56
27
10
63
22
54
24
28
34
56
52
8
21
20
37
1
Market
Washington DC
Raleigh-Durham, NC
San Francisco CA
Portland OR
Seattle WA
Syracuse NY
Minneapolis-St Paul
Rochester NY
Sacramento CA
Boston MA
Albany-Schenectady
Baltimore MD
Louisville KY
Charlotte NC
Cincinnati OH
Orlando, FL
Rochester NY
Buffalo NY
Philadelphia PA
Denver CO
St Louis MO
Milwaukee, WI
New York NY
Station
WAMU-FM
WUNC-FM
KQED-FM
KOPB-FM
KUOW-FM
WRVO+
KNOW-FM
WXXI+
KXJZ-FM
WBUR+
WAMC+
WYPR-FM
WFPL-FM
WFAE+
WVXU-FM
WMFE-FM
WXXI-AM
WBFO+
WHYY-FM
KCFR+
KWMU-FM
WUWM-FM
WNYC+
Share
7.8
6.7
5.3
4.8
4.8
4.4
4.2
4.0
3.9
3.8
3.7
3.3
3.3
3.2
3.2
3.1
3.0
3.0
2.8
2.7
2.7
2.5
2.4
Market Share 35+
WXXI Radio’s local market share in our target demographic continues to grow, particularly for the NPR News
Service on WXXI-AM and WRUR-FM. Classical 91.5’s market share continues to fluctuate a bit locally, but
remains strong nationally.
Persons 35+ - M-Su 6A-Mid - MSA AQH Share
9
7.8
8
7
1.0
7.4
1.0
7.8
7.9
0.9
1.2
3.8
3.0
6
5
3.5
2.7
WRUR-FM
4
WXXI-FM
3
WXXI-AM
2
3.3
3.7
Spring 2009
Spring 2010
3.7
3.1
1
0
Spring 2011
Spring 2012
21
Daypart Cume Audience
Morning Drive (6-10am) Radio Listening Trends
45000
40700
40000
35000
30000
34000
31000
39400
31700
29700
25000
20000
19100
17900
15000
11600
10000
5000
0
WXXI-AM
Fall 2010
WXXI-FM
Spring 2011
WRUR-FM
Fall 2011
Interactive Audiences
WXXI provides a robust collection of on-demand services including 5 radio streams, on-demand TV and
educational video services, news and program video/audio podcasts that reach a broad audience. Podcasts
of Reachout Radio’s ViewPoints and AudioFile have been downloaded in all 50 states, six Canadian
provinces and nearly 50 countries around the world.
Year-to-Year (July-June) comparisons: show growth in page views and use of WXXI social media
offerings. This year saw a decrease in newsletter use due to the consolidation and discontinuation of two
lists, and in the changing way people are using social media in preference to email for updates.
Increase in Page Views to WXXI Sites
2,000,000
1,877,840
1,702,239
1,800,000
1,600,000
1,526,655
1,400,000
1,200,000
1,000,000
800,000
600,000
400,000
200,000
0
7/09-6/10
7/10-6/11
7/11-6/12
Combined interactive.wxxi.org & wxxi.org and publicbroadcasting.net/wxxi & wxxinews.org statistics
22
WXXI’s presence in social media environments continues to grow
20,000
Social Media Following
18,000
WXXI YouTube Media Views
16,000
250,000
219,411
14,000
12,000
200,000
172,262
Followers
10,000
8,000
140,791
150,000
6,000
Views
4,000
100,000
82,579
2,000
0
Aug-11
Dec-11
Aug-12
Facebook
Twitter
10,450
11,214
18,035
5,815
7,687
12,062
ENewsletters
9,063
8,226
8,429
50,000
0
2010 Aug-11 Dec-11 Aug-12
*Statistics of 24 WXXI Facebook pages, 22 Twitter accounts and 5 e-newsletters (down from 7 which reduced number of subscribers,
but the current lists continue to see growth.)
23
▲- Meeting/ Exceeding
Target
WXXI Public Broadcasting Scorecard
2012
■ - At risk
▼ - Underperforming
☻- on track
Strategic Objective
Explore technology
opportunities to enhance
the effectiveness,
efficiency and interactivity
of WXXI’s service to the
community
Use the most cost
effective and innovative
tools/methods to produce
content.
Technology
Measured by
Last
Year
YTD Actual
Year End
Target
Expand radio service area
WITH
On air
WEOS
WRUR
Installation of unitized digital storage
Tower restacking Phase I
On-air
Connected
☻
▲
On-air
Simulcasting
Power
increase
completed
STL
completed
▲
Design
Installed
▲
Installed &
operational
Design
Complete
▲
Phase II
begun
STL
completed
Replace email and electronic collaborative
workspace
Selected
Installed
▲
Installed
Improved monitoring system
Selected
Operational
▲
Operational
Renovation of transmitter building
Contracted
Complete
▲
Complete
Establish partnerships
with organizations and
companies to support
innovative applications of
technology.
Joint Master Control
Initial
agreement
Still in
works
☻
Operational
Joined
American
Archive
project
▲
Begin swat
team work
Employ technology that
will respond to audience
delivery demands,
including time-shifting,
multiple platforms and
user interaction.
Media on-demand
WXXI Tube
Podcasts
COVE
WXXI Tube
Podcasts
COVE
Mobile Aps
WXXINews.org
NPR Digital
Launched
Assure quality
maintenance, resiliency
and support of the
facilities.
Archive and catalog WXXI assets with standard
metadata.
24
☻
All local
programs on
demand
▲
Mobile
optimized
Technology
Employ current and next generation technology to enhance our service to the community.
Highlights:
•
Design and Implementation of a new Studio to Transmitter Link for WRUR.
•
Completed the Design, Implementation and FCC Licensing for WRUR from 3,000 watts to 15,000.
•
Designed and implemented the migration of video files to a unitized platform for storage and
retrieval.
•
Added ‘expert’ monitoring systems to increase situation awareness of radio transmission issues
•
Completed the renovation of the Pinnacle Hill Transmission facility
•
Provided supporting design options for the development of the Joint Master Control ‘Central Cast
System’
•
Rolled out a new Exchange server, new Allegiance server, and expanding our VMware virtual
cluster.
•
Prepared Filing for Maximization of WXXI DTV Signal to improve coverage area.
•
Replaced all PBS Satellite receivers and integrated their operation into our television facility.
•
Replaced all NPR Satellite receivers and integrated their operation into our radio facility
•
Overlaid our existing analog uplink equipment with equipment to support digital satellite feed. This
allows analog, standard definition and high definition digital live programming to be fed to remote
networks.
•
Completed the NTIA/PTFP funded project to replace crucial exciters and filters on the DTV
transmission system
•
Completed the NTIA/PTFP funded project to replace the standard definition television production
system with a fully high definition system and workflow.
•
Completed the design for Digital Cinema conversion of the Little Theatre.
Joint Master Control Project
The New York state Technical Advisory Committee (NYTAC), the stakeholders in the New York State Joint
master Control Project met with the Corporation for Public Broadcasting project management team and a
group of television professionals to review the current JMC project planning. The project continues to
proceed on time with WXXI being one of the first to implement the equipment to support the Joint master
Control facility.
25
WXXI Public Broadcasting
Scorecard 2012
Work Culture
▲- Exceeding Target
■ - At risk
▼- Underperforming
☻- on track
Strategic Objective
Measured by
Last Year
Total
YTD Actual
Year
End
Target
Recruitment
• Attract and retain a diverse and highly
skilled workforce.
• Make efficient, effective use of all staff,
interns and volunteer resources to
maximize productivity.
• Engage in broad-based recruitment
activities for staff and volunteers.
• Implement a consistent staff orientation
process and maintain an up-to-date
Employee Handbook.
Track recruitment activities and
outreach.
Complete
Complete
☻
Complete
Complete EEO Report filed.
Establish partnerships with
organizations who provide interns
to increase awareness of
opportunities at WXXI.
1
2
▲
2
Participate in job fairs and utilize
print and social media for
recruitment.
2
2
☻
2
Benchmark salaries and benefits to
remain competitive in attracting and
retaining staff.
Complete
Complete
☻
Complete
100%
participation
100%
participation
☻
100%
participation
2
☻
Achieve
80%
satisfaction
Per plan
☻
See
narrative
☻
Professional Development
• Improve the professional competence
of the staff to prepare them for
changing technologies.
• Raise the standards of performance
through quantitative and qualitative
methods.
• Evaluate staff development
initiatives and training.
• Ensure that performance
evaluations reflect
accountability, and set goals
and objectives for the coming
year.
Communications
• Maintain a workforce culture where
commitment, respect and recognition
are cornerstones of the organization
and actively engage in efforts to
promote outstanding performance.
• Foster a climate that provides superior
professional growth, personal
satisfaction, well-being and respectful
team spirit station-wide.
•
Conduct quarterly surveys
following all-staff meetings.
•
Provide an Employee
Assistance Program benefit
as an employee behavior
support system.
1
N/A
• Maintain on-going staff
recognition & rewards:
pat on the back in the
newsletter
employee of the year award
individual awards
• Report on staff participation in
station and community events,
as well as awards and
recognitions.
Volunteers
• Attract and cultivate an engaged,
diverse volunteer corps to extend our
effectiveness.
• Encourage and facilitate the exchange
of ideas among staff and volunteer
corps.
• Hold a Volunteer Recognition
Event
• Staff/Trustee Luncheon
26
1
1
1
☻
1
1
1
Work Culture
Nurture a constructive and adaptive work culture that embraces change, creativity and
promotes achievement and commitment to the WXXI mission.
With the recent affiliation with The Little Theatre, we have been working to standardize personnel policies
and procedures between the two organizations. Efforts to familiarize and welcome the Little staff into the
WXXI culture include combined All-Staff meetings and staff events such as the Comfort Food Cook-Off and
Summer Picnic. There have also been efforts to share resources and staff between the two organizations,
particularly in the areas of Development, Finance and TV Production.
Recruitment and Retention
WXXI is committed to attracting and retaining a diverse and highly skilled workforce, and to making efficient,
effective use of all staff and volunteer resources to maximize productivity. Our recruitment efforts have
expanded to include organizations and job-posting opportunities that further increases our outreach to a
diverse population, both regionally and nationwide.
In FY 2012, WXXI again partnered with New York State Broadcaster's Association (NYSBA) to provide two
paid internships to undergraduates. This is an ongoing partnership that provides opportunities for college
students interested in a career in broadcasting to get hands-on experience. By providing this experience, we
establish an awareness of WXXI and a relationship with potential job-seekers, thereby increasing the
possibility of attracting trained, qualified candidates.
Professional Development
Staff members engaged in a number of webinars providing effective, low-cost professional development
during a period of travel restriction and limited training opportunities. In addition, various staff members act
as mentors to their colleagues to share knowledge and techniques. To further hone their presentation skills
and expand WXXI’s outreach effort in the community, several staff members teach classes or speak at area
group functions on broadcasting-related topics. The performance appraisal process continues to reflect
accountability, and is focused on setting goals and objectives for the coming year that are aligned with the
station’s Strategic Goals. Helene Biandudi was chosen for NPR’s Covering Issues in Education training.
Communications
Keeping staff informed and engaged continues to be an important goal. In addition to the use of an online
“Neighborhood” space for ongoing communication, quarterly All-Staff Meetings provided a forum for an
exchange of information and sharing of ideas. WXXEye, WXXI’s monthly newsletter, acknowledged staff
birthdays, service anniversaries and other milestones, as well as provided the opportunity to recognize staff
accomplishments or contributions that went above and beyond. Periodic surveys give staff members
opportunities to provide feedback on a variety of topics ranging from benefits and training needs to station
activities. This feedback has informed our planning and ability to provide programs and policies that better
serve the needs of staff.
Staff Recognition
WXXI’s Annual Staff-Trustee luncheon was held in November 2011 in WXXI’s Studio A. More than 130
guests attended – which included staff members plus members of the Board of Trustees, Community
Advisory Board, and the Volunteer Leadership Council. Jack Garner, renowned area film critic and recipient
of the Pulitzer Prize & George Eastman Medal, was the keynote speaker. We also presented a number of
“years of service” awards to the staff, and named the 2011 Employee of the Year, Jeffery Beach.
External Awards
Homework Hotline
• New York State Broadcasters Association Award of Excellence
Best Locally Produced Program Designed for Children
• Bronze Telly
Educational TV Program
27
Second Opinion
“Colon Cancer II”
“Mystery Diagnosis”
Bronze Telly, Health and Fitness TV Program
RIT Big Shot: Painting with Light
Bronze Telly, Documentary TV Program
Benches on Parade
New York Emmy Nomination
Human Interest Program or Special
Biz Kid$
• Summit Award/ IMA Outstanding Achievement Award
Financial Services Category
•
(3) Daytime Emmy® Award Nominations
o Outstanding Children’s Series,
o Outstanding Achievement in a Single Camera Editing
o Outstanding Achievement in Sound Editing – Live Action
•
2012 Gold Communicator Award of Excellence
Marketing/Promotion – Promotion Kit
•
3 Silver Communicator Awards of Distinction
Biz Kid$ promotional kits and the Biz Kid$ "Financially Fun" brochure
Liza’s Letters
• New York State Broadcasters Association Award of Excellence
Outstanding Feature Story
•
New York State Associated Press Broadcasters Association, Citation
Best Feature
Need to Know Rochester: A Challenge to Rochester Schools
New York State Associated Press Broadcasters Association, Citation
Best News Special/Documentary
Reporter’s Notebook: Lake Town Visits
New York State Associated Press Broadcasters Association, Citation
Best Feature
Innovation Trail: Company Town
New York State Broadcasters Association Award of Excellence
Outstanding Public Affairs Program or Series
Innovation Trail: Brain Drain series
New York State Associated Press Broadcasters Association, Citation
Best News Series
Innovation Conversation: The Future of Fracking
New York State Associated Press Broadcasters Association, First Place
Best News Special/Documentary
28
WXXI Public Broadcasting
Scorecard 2012
Board Development
▲- Exceeding Target
■ - At risk
▼- Underperforming
☻- on track
Strategic Objective
Measured by
Last Year
Total
YTD
Actual
Year End
Target
Complete
N/A
Complete
100%
100%
☻
100%
Meet annual Board financial
goals for support of the mission
and move toward nationallyrecognized benchmarks.
100%
100%
☻
100%
Attendance and participation of
Board members in WXXI events
and committees.
100%
N/A
☻
100%
Evaluate progress on all goals
through Board self-assessment.
8.5
8.4
☻
8.5
Board Recruitment
• The Board Development Committee will review Board
composition on a regular basis to assure a strong,
diverse and productive membership.
• Make identification of potential Board members a
continuous process and maintain information about
potential candidates to fill vacancies in a timely manner.
Maintain a strong Board
Development Committee
Board Engagement
• Develop agendas for each Board Meeting to include
education, and opportunities for meaningful input,
feedback and discussion on key policy issues.
• Develop a structure to encourage more effective and
rewarding involvement in committees and task forces.
• Maintain a high level of communication and education
to keep Trustees and CAB members connected,
engaged and informed about important programs and
events.
• Maintain a strong Board Mentoring program.
• Assure that all Trustees serve
on at least one board
committee. Members of the
Executive Committee will also
serve on an additional
committee or task force.
• Encourage Board leadership to
attend national meetings (PBS,
NPR, APTS) to help build their
understanding of public
broadcasting issues.
• Evaluate the success of the
Board Mentoring program.
Financial Goals
Establish goals for Board financial support for WXXI,
recognizing the range of opportunities for support
(including membership, underwriting, bequests, events,
lobbying, capital campaign, etc.)
Board Satisfaction
• Board members will feel their service is rewarding and
that they are contributing to the success of WXXI.
• Maintain a high level of communication and education
to keep Trustees and CAB members connected,
engaged and informed about important programs and
events.
Board Participation
• Identify opportunities and expectations for board
members and volunteers to support and participate in
activities that enhance WXXI’s reputation and financial
stability.
• Increase attendance and
participation of Board members
in WXXI events and
committees.
• Create opportunities for Board members to get to
know each other in order to build trust and to enhance
the experience of serving as a Trustee.
• Each Board member will attend
at least one informal meeting
with the President.
• Schedule at least one annual
Board social event.
29
Complete
Complete
Board Development
Ensure future growth and success through continued development of a strong, involved
and committed Board of Trustees.
Board Recruitment
The Board Development Committee (BDC) meets on a regular basis with the goal of identifying a diverse
pool of Trustees to keep WXXI connected to the community, assure representation by major corporations in
our region, and to best position the station for the success of the Go Public Campaign.
The affiliation with the Little Theatre led to the establishment of “mirrored Boards” in January 2012. The
Officers and Trustees of the WXXI Board of Trustees also serve as the Officers and Trustees of the Little
Theatre Film Society (LTFS). Five members of the Little Theatre Board transitioned over to the WXXI~LTFS
Boards of Trustees. In addition, the BDC nominated two new Trustees to the Boards during the past year.
Two members of the Board who had reached their term limits were nominated to the Trustee Council.
Board Engagement
The Little Theatre Advisory Board (LTAB) was established with five former members of the Little
Theatre Board and one member from the WXXI~Little Boards of Trustees. The purpose of the LTAB
is to serve as a resource to ensure that the Little Theatre Film Society’s mission is maintained and
strengthened. Advisory Board members work to promote the mission and programming of the Little
Theatre to the community.
The first annual Trustee Council-Former Chair Luncheon was held in September of 2011 with 12 attendees.
The group enjoyed a casual lunch and a special presentation on “The Future of Public Media in Rochester.”
A Board Planning Session was held in December 2011 at the offices of Nixon Peabody with 25 participants
in attendance, including Trustees and senior staff. It was during this meeting that the Board formally
approved the signing of the Affiliation Agreement with the Little Theatre after a thorough overview of the due
diligence work completed.
A “Celebration of the Boards” was held in January with 56 attendees. Invited guests included members of
the WXXI Board of Trustees, The Little Film Society Board of Directors, WXXI management, senior staff and
their guests.
All seven new Trustees participated in a Board orientation. Each was assigned to a committee and mentors
were assigned to assist them with their transition to the Board. Three reelected Trustees also attended New
Trustee Orientation.
In February, the Board Vice-Chair, Treasurer, and a Trustee at large attended the Public Media Summit in
Washington DC with the station President. This annual event provides an opportunity for Board Officers &
Trustees to participate directly in advocacy efforts on the Hill by attending meetings with several
Representatives and Senators.
Board Financial Goals
Board giving achieved the goal of 100% participation and raised over $45,000. The combined giving of the
Board, the Honorary Trustees, Trustee Council and Community Advisory Board reached over $90,800. (This
does not include campaign gifts pledged or paid.)
Board Satisfaction
The bi-annual Board Satisfaction Survey was completed in May resulting in a total average score of 8.4 (full
Board performance). The Trustee self-evaluation total average came in at 8.0 (individual performance). The
highest ranked question was on satisfaction derived from serving on this Board, which received a median
score of 8.7.
30
Board Participation
The “Breakfast with the Board” series continues to be a popular event. Monthly breakfasts are hosted by the
President with the schedule sent out at the beginning of the year. Trustees sign up electronically (via
Doodle) or with an email or phone call. Every Trustee attended a minimum of one breakfast or scheduled
separate one-on-one time with the President. Trustee Council members were also invited to attend and
several of them did. These informal get-togethers engage Trustees outside of the Boardroom, offering them
a way to learn more about WXXI and each other.
In August 2011, the Board Summer Social Event took place at the home of Board Chair, Steve Swartout and
his wife, Cheryl. Forty-Four signed up to attend representing the Board of Trustees, the Trustee Council,
Honorary Trustees, and senior staff.
Twelve Members of the Board of Trustees, two Honorary Trustees, six Trustee Council members and ten
CAB members attended the Staff-Trustee Luncheon in November of 2011.
Trustees recorded television and radio spots for membership campaigns, encouraging listeners and viewers
to become members of WXXI. They also cut spots in December that focused on Charitable Gifting of IRA’s,
year-end giving opportunities, and planned giving.
31
WXXI Public Broadcasting Scorecard
2012
Fiscal Stability
▲- Meeting/ Exceeding
Target
■ - Even
▼- Underperforming
☻- on track
Strategic Objective
Measured by
Last Year
YTD Actual
Year End
Target
Capital Campaign
Individual Giving
Completed
In process
☻
☻
☻
$3,308,987
.30
2,920
$89,190
$129,871
▼
▼
▲
▲
▲
$3,600,000
.27
3,000
$85,000
$10,000
.67
▼
.50
$255,388
$268,883
▲
$24,758
$14,424
▼
$24,000
$939,864
$1,035,703
▼
$1,128,000
Campaign Committee established
N/A
Completed
Board asks
N/A
In process
Top Prospects
N/A
Individual Giving
Membership
Cost of Raising Funds
Grow the sustainer program
Vehicle Donations
Charitable Gift Annuities
$3,311,459
.33
2,400
$85,667
$10,722
Achieve cost of raising funds at or
below 45% per SABS
Auction & Events
.53
Revenue Goals
• SOWH
• Education Takes the Stage
Underwriting Sales
Sales & Marketing
Production Funding
Client & Contract
Services
Resource Management
& Stewardship
Complete
Complete
$263,700
.37
.40
☻
.39
Retention
74%
68%
▼
>74%
Individual
$105,000
$80,000
$140,000
TV National
$716,239
$671,729
TV Local
$129,256
$261,840
▼
▲
▲
News
$395,454
$359,188
$389,000
Radio
$37,436
$40,186
Education
$293,989
$361,014
▼
▼
▲
Net Results
$127,881
$113,412
▼
$145,000
6%
0%
☻
+/- 2%
17.0%
-1.49%
☻
Per Investment
Policy
Clean audit
Clean audit
☻
Clean audit
Cost of raising funds per SABS
Balanced Budget
Achieve total rate of return on
investments per investment policy.
Annual financial statements will
produce a clean audit opinion.
32
$640,000
$232,000
$113,700
$306,560
Fiscal Stability
Achieve financial stability and sustainability through the focused growth of traditional
funding sources and the creation of new revenue opportunities and effective stewardship.
Capital Campaign
The “Go Public” Campaign is gaining momentum. As of 1-24-12 we have approximately $6 million in
commitments, which includes $450,000 in bequest income received.
As a part of the campaign, a very loyal donor made WXXI the sole beneficiary of his estate, which is
currently estimated at $1.5 million. When he complained that his investments were only paying 2% and he
was asked if he had ever considered a Charitable Gift Annuity. At 89 years old, he was eligible to receive an
8.7% quarterly annuity on the assets he transferred to WXXI. He only wanted 5% which leaves more of the
principal to WXXI at his death. He established the CGA with $850,000 in stock, which is a large portion of his
estate. The other benefit to WXXI is that, unlike a bequest, a CGA is irrevocable.
Individual Giving
In FY2012 membership revenue was approximately equal to FY2011. However, we saw a significant drop
(4%) in the overall number of members (FY 11 – 24,950; FY 12 – 23,947). We had put in place a significant
increase in mailings that should have dramatically increased our revenue, however that was not the case.
(These additional mailings have been eliminated for FY13). This is consistent with other public broadcasting
stations around the country in “no or low” growth areas.
There were several “good news” areas our retention rate increased by 2.1% from FY11 – 71.3 to FY 12 –
72.8%. The number of major donors (over $1000) increased by 2.8% and revenue also increased by 3.8%.
In addition, our sustainer program is gaining ground with 2920 sustainers up by 23% from FY11. Income
from sustainers was also up by 23% in FY 12 ($594,822).
We are trying to revamp our pledge drives to focus on experience driven “thank you gifts”. In FY 12 we were
able to take advantage of several opportunities through concert tickets, tours of the Boynton House, dinner
and lecture by Lidia Bastianich and the “sneak preview” of Downton Abbey. We hope do more of these in FY
2013.
Little Theatre Membership
Little Theatre membership experienced a 5% increase year over year. A major portion of that was
attributable to an April acquisition mailing sent using WXXI’s mailing list. Since that mailing, we’ve been
continuously gaining ground through various in-theatre efforts.
•
Prospect mailings are new for the Little as well – I.e. collecting mailing addresses (through raffles at
Project 5, Shut up and Play the Hits!, and other one-time-only events). We also added a “Join The
Little now” button in ALL of our e-newsletters. We’ve increased our efforts in cultivation, by creating
a development plan that follows through on member events on a quarterly basis.
33
Auction and Special Events
The 2012 Auction continued its pace of outperforming the previous years with an increase in ROV from 43%
to 44% and an overall increase in the dollar amount of sales.
Auction trends
$400,000
$350,000
$300,000
$250,000
$253,822 $258,866
$237,748 $230,977
$268,000
$242,723
$200,000
$150,000
$100,000
2007
2008
2009
2010
2011
2012
2013
The environment has changed dramatically over the past ten years or so, from a time when the WXXI
Television Auction was the only media-based shopping available, to the days of QVC and E-bay. However,
the station continues to use Auction for its fundraising and relationship-building opportunities. In 2012, the
WXXI Auction brought in $258,866, up about $5,000 over last year. Expenses were somewhat higher this
year, resulting in cost of raising funds from $.53 to $.61 and a ways to go toward the goal of reducing the
costs to raise funds to at or below $.50. The income figure compares favorably to the median comparable
station results of $159,000. The 2012 Auction included 5,365 items donated and provided a good way for
small business and sole proprietors to participate and donate to WXXI.
Speaking of Women’s Health
In 2011, Speaking of Women’s Health had an attendance of 900. Unfortunately, due to the fiscal crisis
taking place in the State of NY and the difficulty securing sponsor, we did not receive adequate funding in
support of this event and the event lost money for the first time. With the closing of the national organization,
WXXI will not be holding an event in 2012.
Education Takes the Stage
Once more, WXXI partnered with the Rochester Philharmonic Orchestra for an outreach
event to raise awareness about the educational services of both organizations. The
event was hosted by WXXI’s Julia Figueras and featured Dr. Margaret Martin In addition
to celebrity guests from WXXI and the RPO, 580 attendees helped to raise over
$57,000, which was split between WXXI and the RPO.
34
Sales & Marketing
Local Underwriting - $1,128,000 goal in FY 2012 ($1,035,703 actual billing) – ($939,864 actual in FY 2011).
Despite several challenging personnel issues, WXXI had a very productive year in underwriting– securing
nearly 10% more in support than the year prior. As the chart below indicates, the trend has been very good
for the past couple of years, following the negative impact of the economic slow-down in 2009 .Additionally,
the underwriting team brought in over $50k in screen ad sales for the Little Theatre between February 2012
and June 2012. That’s $20k more in screen ad sales than were secured the entire year prior! The team also
secured $75k for event sponsorships for the station.
Underwriting Revenue: 5-year Trend
$1,040,000
$1,020,000
$1,000,000
$980,000
$960,000
$940,000
$920,000
$900,000
$880,000
$860,000
$840,000
2007
2008
2009
2010
2011
2012
2013
These totals do not include monies secured for events, print,Se…
production
The underwriting team had to work particularly hard to keep existing clients, and bring in new business again
this year as the decision makers in our region and beyond remained financially pessimistic. Enhanced
partnerships continued to help the underwriting department secure larger commitments and regular
renewals. This year, in addition to straightforward buys, contracts with the Rochester City School District,
Valley Manor, Salena’s and the RPO, to name a few, included collaborative event sponsorship options.
Event partnerships ranged from tent sponsorship at the Xerox Rochester International Jazz Festival
(Salena’s) to Mr. Steve concert sponsorship at Frontier Field (RCSD).
The launch of a new and improved underwriting section of the WXXI website in FY 2011-2012 has already
proven to increase the number of online inquiries received each month. WXXI has also incorporated
advanced advertising technology on the news site – which provides for automatic ad placements and
payment via our partners, NPR Digital Services / Cox Digital Solutions. We look forward to expanding this
technology to other areas of the site.
The underwriting team just completed a strategic planning series of its own, and is optimistic about meeting
its $1,140,000 goal for FY 2012-2013. We look forward to the addition of a new account executive, a
refreshed media kit, a :60-:90 second promotional video about the benefits of underwriting, the creation of a
“welcome kit” for underwriters, and more in the months ahead.
Production Funding
Production funding is a growing part of the budget at WXXI. It comes from a variety of sources and the
timing is often tied to spending, so goals also include expense allocations. Highlights for the past year:
•
•
•
•
•
Secured funding for OnStage from North American Breweries ($12,000).
Secured production funding of With Heart and Voice from Houghton College ($12,000).
Additional individual production funding secured for Frank Lloyd Wright Documentary ($50,000).
WXXI’s partnership with BizKid$, the national financial literacy program, earned WXXI $57,400 in
production funding this year.
Renewed BCBSA and NYSUT for additional years of funding.
35