NCET Biz Tips: Media on a mission

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Bill Leonard

Bill Leonard

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Have you ever asked yourself about how the quality of media programming has changed over the years? Some would say better. Some would say worse.

On the one hand, technology and accessibility have revolutionized the industry. Conversely, issues like over-commercialization, lack of originality, and over-saturation frustrate many of us.

It is not too much of a stretch to say that a significant segment of our population still yearns for the days when public interest information and quality entertainment programming were free of commercial and political pressures.

That is one of the many trusted roles that PBS Reno fills today.

Public broadcasting is a service that has existed for more than a century. Back then, almost all programs were impartial and unbiased. It was also important that the public had access to programming that had educational and social value.

Yet today’s world has evolved to a commercial-centric programming model. Content that served worthy aims of educational and social programming to the public has faded over the years.

Enter PBS Reno in 1983 with an afternoon broadcast of Sesame Street. Since that day, PBS Reno (originally known as KNPB) has provided 40 years of quality programming, including award-winning local storytelling.

Like its national counterpart, PBS Reno holds a unique position in America’s media landscape. Its dedication to education, cultural enrichment, and public service has stood the test of time. PBS Reno’s mission to inform, inspire, and connect remains as relevant as ever.

Almost everyone has a “PBS story.” Someone grew up watching Mister Rogers. Someone else has young children who love Wild Kratts. Another person watched Lawrence Welk with their grandparents. Another can’t get enough of Wild Nevada.

Since just about everyone has a unique PBS story, that allows PBS Reno to engage with them and listen to their history. As a result, PBS Reno can better connect and deliver on their mission.

What is PBS Reno’s mission? In brief, it’s to educate, inspire and inform audiences while reflecting the diversity of the American experience. Its programming is aimed at fostering lifelong learning, building an informed citizenry, and connecting people through shared stories and experiences.

Forty-seven creative and collaborative individuals at PBS Reno make that happen by tailoring their efforts to meet the unique needs of our local Reno community. The PBS vision is to create content that enriches lives and supports education while highlighting Northern Nevada's beauty, culture, history, and surrounding regions.

Success stories include award-winning programs, Curiosity Classroom workshops that reach nine school districts in Nevada and California, and a growing list of exciting and unique community events.

In 2024, PBS Reno earned eight Telly Awards and eight Communicator Awards recognizing its local productions. These awards reflect the work of the entire station and the unique storytelling delivered by each of its talented content creators. PBS Reno Educational Services also delivered 6,959 Curiosity Classroom workshops and 45,692 free books to students in the nine Nevada and California school districts mentioned earlier.

Yet, it's undeniable that PBS Reno, and especially the Corporation for Public Broadcasting, face funding challenges. In fact, the funding from CPB has been targeted for reduced funding or elimination altogether.

Fortunately, financial support from viewers, organizations, grants, corporate support, and underwriting continues to fuel PBS Reno and keep it what it is today.

Here is a quick stat from the 2023 fiscal year that you may want to take to heart. 83% of PBS Reno’s budget came from individual donations. The remaining 17% stemmed from government sources that uniformly cushion public media entities throughout the United States. You can see why continuing donations from Reno and surrounding residents are so important to keep PBS Reno’s operations and programming humming.

People often say, “I listen to you on the radio constantly!” Yet they have to be reminded that they are listening to public radio. Public radio and public television are not one entity, at least in Northern Nevada.

Most importantly, PBS Reno is always hoping people will spread the word about them. Sharing on social media what you watch on PBS Reno goes a long way. Making others aware of Curiosity Classroom workshops encourages teachers to sign up. Encouraging other people you know to purchase tickets to the PBS Reno Spotlight Awards and Auction and their murder mystery dinner makes a big difference.

As the demand for PBS Reno services grows, so does its ability to fundraise and acquire the funds needed to meet public demand.

PBS Reno is an oversized performer in the PBS system and has an extraordinary grasp of the needs of our Northern Nevada community. It is at the forefront of the changing face of public broadcasting television. As it adapts to the challenges of a digital-first world, PBS Reno’s mission to inform, inspire, and connect remains all-important.

NCET Tech Wednesday, Feb. 12, is your opportunity to learn more about PBS Reno.

Sign up early for the PBS Reno presentation from 4 p.m. to 5 p.m. and networking from 3 p.m. to 4 p.m.

During your visit, you will see and hear about:

• PBS Reno’s state-of-the-art control room and production studio

• How shows like Wild Nevada, ARTEFFECTS, and FoodNotes share the unique stories of our region

• The talented producers, editors, and hosts behind PBS Reno’s award-winning local productions

• How PBS Reno supports Nevada’s classrooms with its Curiosity Classroom Workshops

So don't be late. Register now by visiting NCET.org.

Bill Leonard is VP of Communications at NCET and a ghostwriter for startup founders, business owners, professional service providers, and consultants who seek to boost their influence and brand. Connect with Bill at LinkedIn or GhostwritingInk.com. NCET produces education and networking events to help people explore business and technology.