a digital transformation strategy gone stratospheric: interactive media at pbs
DESCRIPTION
Jason Seiken, the ringleader of the digital transformation at PBS, and the founding editor of WashingtonPost.com, showcases the accomplishments of his team.TRANSCRIPT
Be Your Company’s Revolu3onary
(and Live to Tell the Story)
Jason Seiken SVP and GM, New Media
PBS
@jseiken
Source: Roper Public Opinion Poll on PBS, January 2009 Prepared by PBS Research
PBS Is #1 in Public Trust Percent saying they trust the organization “a great deal” on a 4-point scale (not at all, not too much, somewhat, a great deal)
Iconic Brands
Marketplace Fragmenta3on
Audience Membership Sponsorship
How goes the revolu3on?
2008: 2 million videos viewed per month 2011: 151 million videos viewed in July
Source: thePlaPorm, July 2011
PBSKIDS.org : #1 kids site for videos viewed for 10 straight months
Source: comScore VideoMetrix, July 2011
PBS.org #16 most popular site for video in July
Source: comScore VideoMetrix, July 2011
Minutes Per Video:
Industry average: 5 minutes PBS.org: 18 minutes
Sources: comScore, Google Analy3cs, thePlaPorm, June 2011
PBS is #1 in unique visitors among major networks
Source: Comscore, February 2011
PBS sites 8555ABC.com 5977CBS.com 5338NBC.com 5266PBS.org (no Kids)4566FOX.com 3073CWTV.com 1120
0 2,000 4,000 6,000 8,000 10,000
PBS sites
ABC.com
CBS.com
NBC.com
PBS.org (no Kids)
FOX.com
CWTV.com
(comScore MediaMetrix, July 2011)
Be Your Company’s Revolu3onary
(and Live to Tell the Story)
4 Keys to Success
1. Create amazing products that push organiza3on outside its comfort zone
“I can’t believe this is PBS. It’s so … modern.”
"... a new video hub that's
arguably the most innovative and well designed on the market.”
"It really is quite a beautiful thing ... amazing, gorgeous.”
"Suddenly, PBS has become a totally different animal ...
It is fantastic. Easy to use. Modern. Flashy."
”PBS may be cooler than you think."
PBS for iPad
“A true gi^ from TV heaven, this awesome app...”
Kids iPad App: 51 Million Streams in July
(thePlaPorm, July 2011)
2. Disrupt, But Serve
About those amazing products that push the organiza3on outside of its comfort zone: Make sure they serve at least one key cons3tuency.
Industry-‐First Local/NaDonal Video PlaForm
2,000 hours of naDonal video and 4,500 hours of local video
PBS.org Reinvented: Local/National
3. Disrupt, But Grow
The ideal strategy creates growth outside of the new media division
Our strategy: Latent PBS Fans Fans of the PBS brand who need to be reintroduced Younger people who are too busy for appointment TV or don’t use TV as their main device
People who watch TV but don’t support a sta3on; need more touch points
PBS.org is Adrac3ng a NEW Audience
Only 26% of PBS.org visitors report having watched PBS on TV in the last 7 days.
(comScore PlanMetrix, March 2011)
72% of PBS.org video viewers are 18-‐49 Television viewer average age = 62
(comScore, June 2011)
PBS.org is Adrac3ng a NEW Audience
34.2 – Median age of PBS.org visitors
PBS.org is Adrac3ng a NEW Audience
4. Create a New Double Helix for the Org
Summary
1. Create amazing products 2. Disrupt, but serve (a key internal cons3tuent) 3. Disrupt, but grow 4. Create a new double helix for the org