THE SECRETS OF PUBLIC MEDIA Embracing Change in the Digital Age

摘要

This past April, 1 month after her highly publicized resignation as CEO of NPR (National Public Radio), Vivian Schiller delivered a warning to her former public radio colleagues, saying, "There is massive change on the horizon." She cautioned that "if you don't aggressively reach out to new audiences on new platforms, someone else will," and she urged public radio to embrace technology by letting go "of the nostalgia for how that content is delivered and how that community is forged. Give the audience what they need and how they need it, and you will be fine." Whether there's any truth behind Schiller's prediction that "new digital-only startups will enter the marketplace in audio" and public radio will find itself "longing for the days when the competition was the radio station that overlapped on your broadcast signal" remains to be seen, but as audiences find new digitally friendly ways to consume content across all public media sectors, her prophecy may soon become reality.