key results areas

Public
Broadcasting
Council
Balanced Scorecard
Final
2012-2013
2
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 mid-year 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
1
2
WXXI Public Broadcasting
Balanced Scorecard
2013
▲- Exceeding Target
■ - At risk
▼- Underperforming
☻- on track
Strategic Objective
Target
Last Year
Total
Program, Engagement & Audience
Develop at least five special
Programming & Production
multiplatform initiatives
Select and create compelling,
Evaluate, prioritize and strengthen
engaging content that reflects and
partnerships
strengthens the community.
Use regional and national production to
promote community strengths
Interactivity & 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.
Year End
Actual
Year End
Target
8
12
▲
10
59
64
▲
38
5
9
▲
8
Educational & Community Engagement
Outreach
Site Pageviews
Facebook Fans WXXI pages
Facebook Fans The Little Theatre
95 Total
183
▲
100
1,877,840
18,035
N/A
2,030,242
24,820
6,020
▲
▲
▲
1,950,000
20,000
6,000
Track & benchmark ratings
Top 10%
Top 10%
☻
Impact of key service areas
N/A
Reported by
Project
Top 10%
N/A
Infrastructure & Growth
Technology
Employ current and next
generation technology to enhance
our service to the community.
Establish partnerships to support
innovative applications of technology.
Joint Master
control
Explore technology opportunities to
enhance the effectiveness, efficiency
and interactivity.
Assure quality maintenance, resiliency
and support of the facilities.
DTV Max
WEOS
Digital Cinema
Complete
☻
Complete
EAS
Receivers
Complete
☻
Complete
Complete
EEO Report
filed
☻
Complete
4
2 surveys
85%
▲
Achieve 80%
satisfaction
100%
participation
100%
participation
100%
participation
8.5
N/A
N/A
Board financial goals
100%
100%
☻
100%
Attendance and participation in WXXI
events and committees.
100%
N/A
☻
100%
60%
☻
60%
Pending
▼
Operational
Internal Processes
Work Culture
Nurture a constructive and
adaptive work culture that
embraces change, creativity and
promotes achievement and
commitment to the WXXI mission.
Board Development
Ensure future growth and
success through continued
development of a strong, involved
and committed Board of Trustees.
Recruitment
Track recruitment activities and
outreach.
Conduct quarterly surveys following allstaff meetings.
Ensure performance evaluations reflect
accountability, and set goals and
objectives.
Board Member Satisfaction
Financial
Capital Campaign
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.
50%
Individual Giving
$3,308,917
$3,197,357
Sales & Marketing
$1,035,703
$1,003,810
Production Funding
$1,638,152
$1,537,211
Theatre Revenue
$1,450,801
$1,461,288
Investment Return
-1.49%
3
13.29%
▼
▼
▼
☻
▲
$3,543,000
$1,140,000
$
$1,450,000
Per policy
2
▲- Meeting/
WXXI Public Broadcasting Scorecard
2013
Programming, Engagement & Audience
Exceeding Target
■ - At risk
▼Underperforming
☻- on track
Strategic
Objective
Measured by
Last Year
Total
Year End Actual
Year End
Target
Programming & Production
Provide content
that fills
needs…leverage
content across
media platforms
Position services
as essential forums
for major issues
Evaluate, prioritize
and strengthen
strategic
partnerships
Work to meet the
needs of the
underserved.
Use Regional and
national media to
place community
strengths on
national platform
Develop a minimum of five
special multiplatform initiatives to
generate tune-in, listener and
viewer loyalty and audience
growth.
Provide for community
interaction.
Expand events at the Little
Theatre
News: 4
Health: 2
Arts & Culture: 4
Education: 2
Total: 12
10
▲
▲
4 events
6+ events
5
35
89
50
63
68 Total
50
5
13
Partnerships
Access to expertise
Audience reach
Impact
Regional/national projects #
Carriage
Second Opinion
BizKid$
Boynton House
XRIJF
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
Dialogue on Disability
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
13
Markets
230
250
100
100
118
80
250
250
130
176
125
101
▲
▲
7
230
250
75
118
120
90
95 Total
100 Total
▲
90
86 Total
83 Total
▲
60
48 (LT)
89 (LT)
▲
60
Track & Benchmark Ratings per
SABS
Top 10%
N/A
▲
Top 10%
Site visits
Facebook (29 pages)
Film attendance
Impact of key service areas
1,877,830
18,035
105,499
N/A
2,030,241
24,820
130,000
As reported.
▲
▲
▲
2,000,000
20,000
110,000
Per plan
2
Programming & Production
Select and create compelling, engaging content that reflects and strengthens the
community.
Programming Highlights
WXXI restructured its news department in the time period, with a goal of moving forward from the strategic
goals that were reached over the last three years. Restructuring included hiring Beth Adams for Morning
Edition, moving Alex Crichton to All Things Considered and the hiring of a new news director, Randy
Gorbman, from WHAM.
In the time period, WXXI, Democrat & Chronicle, WHAM 13 and WDKX came together to for Voice
of the Voter election coverage. Because it was a Presidential election Voice of the Voter
concentrated on the Congressional Race between Louise Slaughter and Maggie Brooks, and
provided the annual issues poll, along with a one-hour debate between the candidates. Voice of the
Voter provided a day of debates for state offices, and Candidate Free Air Time on WXXI Radio and
online. The effort earned a $20,000 grant from The Community Foundation.
The end of the year provided a number of challenges related to 1370 Connection. WXXI provided
engaging and sometimes entertaining fill-in hosts from a variety of community venues, including
guest host stints by Pam Sherman, the Suburban Outlaw, and award-winning reporter David Cay
Johnston.
The PBS Arts initiative on Friday nights provided an opportunity to move WXXI’s Need to Know
Rochester to a Thursday time slot, and to reshuffle the format. Need to Know Rochester reported on
Arts, Education, Economy and Health in the period, and increased its use of technology to bring a
variety of interesting guests to the audience.
Need to Know Rochester using Skype for
a recent interview with Mariel Hemingway
Schools for South Sudan: a TV special and
Web/Radio news series.
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Innovation Trail
As the Innovation Trail reporting project,
coordinated by WXXI, moved into its fourth year
of operation, it also reached an important
milestone. The team of upstate reporters have so
far produced over 1,500 story treatments for
radio, TV and the Internet since the project
began. Going forward, the Innovation Trail project partners are committed to maintaining this important local
journalism initiative.
In reviewing the content of the Innovation Trail over the three years, it’s clear that the most influential
programming has been generated during the collaborative reporting series: multiple reports gathered around
a particular theme with significant input and coordination by the project editor.
These enterprise reporting series have strong traction across all the stations and deliver nuanced multiple
voice stories to upstate audiences. The Innovation Trail won a first place 2013 New York State Associated
Press Broadcasters Association award for a set of reports on health care innovation.
An example of another topic covered during the first half of 2013 was a series on innovation in New York’s
agricultural sector. The reports were filed by Innovation Trail reporters all over upstate and their reports
included coverage of:
The tension between existing agricultural land use and a proposed high-tech manufacturing plant in
Alabama, New York.
North Country farmers using a boat to take produce from Vermont to markets in New York City.
The impact of colony collapse in bees on pollination, and therefore produce.
Lobbying efforts for a tax cap on farmland values.
Strategies for dealing with fire blight in upstate apple orchards.
Producers responding to lack of New York slaughterhouses by developing specialist product line of
value-added meat.
A two-part report on the essential role of migrant workers in the state’s farms and the impact of
recent attempts at immigration reform.
Building on the lessons and momentum of the Innovation Trail, WXXI has been developing a new project
that will take reporting in upstate to a new level and continue to raise the quality and quantity of reporting,
even as many other outlets go through processes of rationalization and contraction in their service delivery.
RACE: Are We So Different?
On January 26, 2013, the travelling exhibit
RACE: Are We So Different? opened at the
Rochester Museum and Science Center, telling
stories of race from the biological, cultural and
historic points of view. WXXI partnered with
RMSC and several other community
organizations to create programs and events
designed to promote awareness about racial
issues and to foster meaningful conversations
about race and diversity in the human
experience. WXXI News produced a series of
feature reports about Rochester’s Diversity,
Rochester’s Black Male Initiative, Rochester’s
WXXI Reporter Carlet Clear conducts an
Minority Owned Businesses, Race and Criminal
interview in the Listening Booth.
Justice, Race and the Arts, and Race and Health
Care. 1370 Connection produced a series of programs examining the Opening of the RMSC Exhibit, Race
and the Media, Race and Education, Race and the Economy. A free public screening of The Central Park
Five at The Little Theatre, followed by a community forum attracted over 300 people, with a number turned
away because of the full house in Little One. The Event: WXXI Listening Booth at was in residence at the
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RACE exhibit, where visitors shared their own personal stories. Need to Know Rochester produced several
features looking at diversity initiatives in the area, including
Facing Race Embracing Equity (FREE) All audio, video and
images are collected on the RACE: Are We So Different?
(http://wxxinews.org/topic/race-are-we-so-different). WXXI's
reporting on RACE: Are We So Different? was supported
by a major grant from the New York Council for the
Humanities.
1370 Connection host Bob Smith speaks with
Tariq Spence of WDKX and Kate Bennett,
President of RMSC about the RACE exhibit and
community response.
Arts & Culture
The Next Hundred Years: Frank Lloyd Wright’s
Boynton House
WXXI scored a hit with The Next Hundred Years: Frank Lloyd
Wright’s Boynton House. Producers rolled out a sneak peek of
the film in September and premiered the documentary at the
end of November. The Next Hundred Years gives viewers an
inside look into every room in the house and the amazing
transformation that occurs during the restoration process.
Owners Fran Cosentino and Jane Parker share stories of how
they acquired the house on East Boulevard in Rochester, New
York, and the painstaking process of restoring and
rehabilitating the home. The documentary performed well for
membership, earning more than $30,000 in pledges.
With Heart and Voice
In addition to its 125 member station broadcasts, With Heart and Voice continues to attract a strong Social
Media following, with 2,300 Facebook “likes,” 40 followers on Twitter, 200 weekly listeners to the on-demand
th
program audio, and over 36,000 website pageviews in FY 13 (an average of 710 per week) making it the 7
most visit page on wxxi.org.
Kurt Weill, American
To mark the 85th anniversary of Kurt Weill's best-know work, The Threepenny Opera, and the 15th
anniversary of Rochester’s Lotte Lenya Competition, Fascinatin' Rhythm host Michael Lasser created a
series of three special programs that explore the composer's music and his place in American music history.
The programs were broadcast in March on the WXXI Radio network of stations, and on our Fascinatin’
Rhythm affiliate stations. Along with these special programs, WXXI joined the community-wide celebration
with a number of other programs and events. Backstage Pass featured faculty and cast members from
Nazareth Theatre’s production of Three Penny Opera and Eastman Opera Theatre’s production of Street
Scene on Wednesday, April 3. Stage Notes offered a preview of the 2013 Lenya Competition on Saturday,
April 6. And on Sunday, April 7, Michael Lasser packed the house for a deeper insight into the music of Kurt
Weill with a special performance by Cindy Miller and Alan Jones at the Harley School in Rochester.
Local Production
Production of the Rochester Philharmonic Orchestra broadcast concerts and the weekly Live from
th
Hochstein programs continued in FY 13. The RPO’s 90 concert season included broadcasts of Howard
Hanson’s “Nordic” Symphony, Mahler’s Fifth Symphony, The Freedom Zephyr, an ode to the Underground
Railroad by Eastman School Dean Douglas Lowry, and Jeff Tyzik’s Images: Musical Impressions of an Art
Gallery. Live from Hochstein broadcasts included the Rochester Philharmonic, the Fredonia String Quartet,
Madrigalia, and the Women in Music Festival.
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Backstage Pass
In addition to the monthly live, in-studio broadcasts and webcasts,
Backstage Pass now offers sustaining members and major donors
the opportunity to be part of the studio audience for selected
programs. This year’s artists included RPO Concertmaster Juliana
Athayde, Chorus Novus, the Ying Quartet, and musicians from the
2013 International Society of Bassists Convention. The January 25,
2013 broadcast by the Ying Quartet was later distributed nationally
by APM’s Performance Today.
Public Radio Music Month
April was Public Radio Music Month — a national campaign to help raise the visibility of the diverse music
that can only be found on public radio. Classical 91.5 and WRUR 88.5 joined with public radio stations
across the country to connect listeners with local, regional and national artists and concerts from around the
world.
National Radio Holiday Program Offerings
In December WXXI offered three classical holiday specials to the public radio system. Christmas with
Madrigalia was broadcast by 60 stations, A Rochester Festival of Lessons and Carols was broadcast by 50
stations, and a new program, Heaven and Nature Sing, was broadcast by 35 stations. Local holiday
programming included the RPO Holiday Pops, the RPO Christmas Concert, A Cup of Good Cheer, and
Christmas Morning with Brenda Tremblay.
WXXI earned funding and invested production resources in a variety of mission-oriented video content that
had places on television, radio, online and in social media.
Television Series
Xerox Rochester
International Jazz Festival.
With funding from the Wolk
Foundation WXXI recorded
five concerts and provided
continuing coverage of the
Festival through news reports
and live updates on radio.
Concerts for 2013:
Gregory Porter
Louis Armstrong
Society Jazz Band
Gretchen Parlato
Ravi Coltrane
Dr. Lonnie Smith
Carriage: 2012 Series: XRIJF
is seen in over 100 markets.
Web series and documentary
Paley on Park Avenue. Worldrenowned metal sculptor Albert
Paley created 13 new sculptures
installed June 14-15, 2013 on Park
Avenue in New York City as part of
The Fund for Park Avenue’s
Temporary Public Art Collection.
WXXI was given unprecedented
access to Paley and his team,
documenting the project every step
of the way. Six-part web only series
premiered in Spring, 2013. The
broadcast documentary is due in
Fall 2013.
Pledge documentary
A Walk Through History:
Mount Hope
Cemetery spotlights the
magnificent 196-acre piece of
land, with its lofty hills and
picturesque valleys, and
features the mausoleums and
infinitely varied tombstones
marking 350,000
graves. Shot in high
definition, that shares the
history behind the cemetery,
the people buried there, the
symbolism behind the
monuments, and much more.
YouTube views: 5,627
Partnership: Friends of Mount
Partnership: Paley Studios
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Hope, University of Rochester.
Health Programming
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 ,WXXICREATE 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 the film
Shooting Beauty which was screened at The Little
Theatre. Shooting Beauty tells the inspirational story of
an aspiring fashion photographer, Courtney Bent,
whose career takes an unexpected turn when she
discovers a hidden world of beauty at a center for
people with significant disabilities. More than 80 people
watched the film and participated in a Skype talk-back
with the producer.
Additional Programming
Independent Lens - Deaf Jam
Different is the New Normal: Living a Life with
Tourette's
Independent Lens - The Eyes of Me
Billy McLaughlin: Starry Night with Orchestra Nova
Second Opinion – Autism
Sesame Street- Selected episodes
1370 Connection and Morning Edition Interviews
Radio: A Conversation with Barbara Arrowsmith Young
Audience Estimates
Television Programs: 50,000
Radio Programs:
100,000
Outreach and Online:300,000
Second Opinion
Host, Dr. Peter Salgo
Second Opinion completed production and distribution of its ninth season and completed shooting for
season 10 in this period. Carriage reports from the period June 2011- June 2012 indicate strong carriage for
season 9 and past seasons which are still carried on many public television stations as they hold a place for
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new episodes. In partnership with Blue Cross Blue Shield Association, Second Opinion implemented a social
media strategy that included live Twitter events during three episodes, and increased Facebook, Twitter and
YouTube presence. The program format changed to reflect field-produced segments for release on the Web
and in Social Media, Pinterest pages and Vine feeds and a master content calendar with regularly scheduled
posts and tweets.
Refreshed Production Design
Continual Social Media Presence
Online Segments
The social media strategy and focus group research yielded big gains for the project.
Social Media
2013 to date
Website Page Views
Summer 2012
18,499
102%
9,338
Facebook Fans
840
119%
457
Twitter Followers
510
67%
204
5,271
93%
2,537
YouTube Views
Other Programming
The Clever Kitchen
The Clever Kitchen is a cooking webisode series, produced by the Democrat and
Chronicle, FlavorsOfRochester.com, and WXXI. D&C food writer Karen Miltner invites local chefs into our
kitchen to prepare delicious recipes from ingredients that are most likely already in your pantry and
refrigerator.
Boost Your Drink with Spices
Microwave Chocolate Cake in a Mug
Rice Papers
Salad Dressing
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Homework Hotline
The nightly homework help project branched into social
media in a big way this season. In addition to helping
hundreds of thousands of kids with their homework
problems, master teachers, in partnership with the
Rochester Teachers Association and the Dial-A-Teacher
program, tweeted and posted throughout the reporting
period. Additionally, the Homework Hotline Website and
YouTube channel hosted video homework problem and
field-produced segments:
homework-hotline.org
Visits: 12,306
Unique Visitors: 10,357
Pageviews: 41,747
Facebook Fans: 428 fans
YouTube: 2,844 views
Norm & Company
Justin Vigdor, Senior Counsel at Boylan Code LLP, joined WXXI President Norm Silverstein for Norm &
Company.
Justin Vigdor takes the phrase “civic duty” very seriously,
not just as an accomplished attorney but as an innovator,
a pioneer in legal practice, and in community service. He
shares stories on his military service, how he choose to
make Rochester his home, his time as President of both
the Monroe County Bar Association and the New York
State Bar, becoming the first President of the Al Sigl
Center, and currently his time on the Board of Directors as Chairman for the Rochester Fringe Festival.
Jane and Larry Glazer, who are business owners, philanthropists, and active volunteers, joined WXXI
President Norm Silverstein for Norm & Company.
The Glazers, who live in Brighton, share how they met, why they choose to make Rochester their home, and
why it’s a great place to do business. Larry, CEO and Managing Partner of Buckingham Properties, tells how
he got his start and takes us to the present day as one of Rochester’s biggest developers. He is the man
behind Alexander Park (the old Genesee Hospital site) and the development of the new Midtown tower. Jane
owns QCI Direct, a mail order company that last year saw $50 million in sales.
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Interactivity & Engagement
Provide innovative services that enhance the impact and value of WXXI content.
Training & Educational Events and Initiatives
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 provides rich offerings of informal and educational events, informal
family events with read-alouds, hands-on activities encompassing topics such as literacy, the arts, music,
science, math, technology, health and engineering. For adults WXXI offers lifelong learning opportunities
such as screening/talkbacks, concerts & live music performances.
WXXI Community Engagement Lifelong Learning & Training Events Statistics
Events Categories
Adult Literacy
Early Childhood/Family Literacy
K-12 School
Community Engagement:
# of Events
48
29
23
83
Participants
756
4646
3152
76,375
Screening/Talkbacks, Concerts,
Family Events, Informal Learning
Events, Festivals, Lectures,
Gatherings
Totals
183
WXXI Open House: The 2,500 people came in for fun, learning
and tours
84,929
Community Cinema Audience Watches A Film: Soul Food Junkies
Followed by a panel & audience Q&A 165 people turned out.
WXXI continued a second year of focus on the issue of dropout prevention and student engagement in our
community. The high school dropout rate in the Greater Rochester area is a significant problem – and not
just for those students who do not graduate. It affects the entire community, impacting our economy,
healthcare costs, and workforce. WXXI's American Graduate project engages with the community and key
stakeholders to educate the community on the dropout problem, rally support to get the community involved
and help provide pathways to community resources to address the problem. WXXI provided a month long
focus in September of TV, radio, news, web and in-person town hall summit. Programming continues each
month and can be viewed at http://wxxi.org/grad. WXXI Education provides resources to support
schools, families and out of school programs to keep students engaged. http://wxxi.org/education
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VITAL On-Demand Videos & 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 Writers Contest, Rochester Teen Film Festival
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 Learning Programming & Resources
Rochester Teen Festival - An annual celebration of youth filmmakers brought to you by Nazareth College,
the WXXI Public Broadcasting Council, and the Little Theatre. The purpose of the festival is to honor the
work of urban, suburban and rural teen filmmakers and give young people an authentic opportunity to
participate in a real film festival. All submissions are judged by a jury and finalists will be selected to have
their films shown at the Little Theatre (August 7, 2013)
Raising 100,000 Voices is a unique ongoing “video voice” media literacy community
education project where youth and young adults receive digital video cameras to learn
videography and to document strengths and challenges of emerging as healthy adults.
This youth-led approach empowers youth to share their realities of growing up in our local
communities and communicates across a “generation gap” between those running broadly
defined, health-related service systems and the consumers of these systems. Last May
(2013) The Little Theatre hosted the screening providing the young filmmakers, families
and the community to see their submissions on a “big screen”.
Adult Literacy Education
From July 2012 - June 2013, WXXI’s Finger Lakes Regional
Adult Education Network (RAEN) held 48 professional
development events attended by 756 registered adult
education providers. WXXI operates the RAEN under a 5year contract from the NYS Education Department for 20092014. WXXI’s RAEN provides professional development and technical assistance to area adult literacy
agencies. WXXI partnered with NY State Education Department to offer FastForwardNY, an online
resource to allow adult students to pursue their High School Equivalency, improve their English skills,
develop workforce skills and prepare for citizenship through distance learning. The resources are also
available to supplement in class resources provided by ten area adult literacy agencies. WXXI provides
adult education broadcasts and online resources to allow adult students to progress toward their goals.
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.) WXXI branded an on-air/online campaign “Your
Future Is Calling” to encourage adult students to complete their high school equivalency by December, 2013
at which point a new exam will be released.
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Family Literacy & Early Childhood Education
WXXI’s Ready To Learn & K-12 Training & Events for Educators, Families and Kids:
From July 2012 – June, 2013 WXXI participated in 29 training events for early childhood
educators, daycare providers and parents to train 224 adults impacting 4646 young
children. We offered 23 K-12 training events including workshops and conference events
attended by 3152 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 community outreach events with children’s activities, at such venues as the WXXI
Open House, Rochester Children’s Book Festival, the Zoo, Rochester Museum & Science Center and at the
Strong National Museum of Play. These events allow WXXI to reach tens of thousands of families in an
informal and fun-filled setting.
WXXI hosted Dinosaur Train Discovery
Tour Day at RMSC, drawing 900 people
to meet Buddy and participate in DinoFun activities. They also got to meet a TRex named Sue from the Chicago Field
Museum (11/2012)
5000 people came out for literacy fun and to
greet WXXI &Clifford. The Annual Rochester
Children’s Book Festival, a free event at MCC,
features literacy activities and the chance to
meet nationally published children’s authors
from the region
WXXI teamed up with Rochester City
School District and the community to
collect winter clothing for children and
their families. The community donated 3
large vans full of clothing!
Curious George Event
Curious George Swings Into Spring:
Hands-on Science Event: 4000 people
attended this free family event at WXXI
to celebrate Earth Day (4/2013)
Building & Seed
Planting Activities
Partners at the event included: Monroe County Library System/Roch. Public Library,
Cornell Cooperative Extension, Child Care Council, RMSC, Hochstein School, Foodlink,
Seneca Park Zoo, RCSD Early Childhood Dept., KidsOutAndAbout.com, & GV Parent
Magazine
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WXXI-RCSD Early Childhood Ready To Learn Transmedia Pilot:
WXXI and the RCSD Early Childhood Department were selected as one of 38 stations to attend a Ready To
Learn Seminar in Washington, DC. As a result of the national seminar, WXXI and RCSD expanded their
existing training and education partnership to include a pilot that provides use of Ready to Learn mobile apps
to 32 classrooms at RCSD and community based organizations. These classrooms serve 750 preschoolers.
Additionally WXXI is providing app gift cards to families and teachers to be able to load to their devices. (i.e.
I-Pod Touch, I-Pad or I-Phone, Kindle)
City District pre-schooler checking out a PBS I-Pad app at RCSD
School Choice Expo. Families received free app gift card. 3600
students & family members attended. (January, 2013)
Little Theatre Events
In additional to its regular schedule of films, art shows and music in the café, the Little Theatre hosts many
special events throughout the year, including festivals, screenings, lectures and concerts. This past year,
the Little sponsored or co-sponsored a total of 89 events while an additional 63 events were held by others
who rented the facility for their purposes. The Little hosts all of Rochester’s major film festivals which include;
Imageout, High Falls, Jewish Film Festival, Polish Film festival, and the Greentopia Festival. Not only is the
Little Theatre a venue for these great festivals but we have created some of our own film festivals to focus on
issues that are important on a local and global scale, these include:
Women’s History Month
One Take Doc Series
R.I.T. Faculty Speaker Series
Black History Month
Highlights of the Little’s events:
Little Celebration Gala, Oct 2012
The Little was honored to award Mimi Kennedy with the Vanguard Award for Excellence at our 2012 Gala
celebration. This event was a fun night with a 1920s theme, we had food from area restaurants, music from
the bowties, dancing demonstrations, and a silent auction. It was a great event that allowed us the chance
13
to honor a native Rochestarian for her contributions to the world of Independent film, most notably her role in
the Little’s longest running film of 2011, Woody Allen’s MIDNIGHT IN PARIS.
Women & Power, Women’s History Month Film Series, March
2013
The Little Theatre, WXXI, and The Susan B. Anthony Institute for
Gender and Women’s Studies presented ten films in honor of
Women’s History Month. This series was supported by a grant from
the New York Council for the Humanities. It was a great opportunity to
partner with other strong non-profit organizations in the area, and it
was also a valuable opportunity to bring many Rochester premieres to
the area. Almost all screenings included discussions after the show
with local experts and strong women sharing their own experiences.
One Take: Stories Through the Lens Doc Series Presents: D.A. Pennebaker, June 2013
D.A. Pennebaker, one of the most influential documentary filmmakers of all time and honorary Academy
Award recipient, came to the Little for a weekend celebrating some of his most well-known music
documentaries: DONT LOOK BACK, MONTEREY POP, and ZIGGY STARDUST AND THE SPIDERS
FROM MARS. Pennebaker and Jack Garner had post-film discussions following DON’T LOOK BACK and
MONTEREY POP. These popular events were an amazing opportunity to connect our audiences directly
with an important figure in the world of independent film.
14
Visibility & Audience
Raise the visibility and community understanding of WXXI as an essential resource in
people’s lives.
2012-2013 Press Coverage
Beth Adams is back radio!
Our announcement of the hiring of Beth
Adams as our local host of Morning Edition on
WXXI-AM and WRUR-FM spread like wild
fire. Promotion included a billboard with the
headline – BETH IS BACK, which was located
on interstate 490. And second billboard that
featured Beth and afternoon host Alex
Crichton was strategically placed just a
quarter mile from the Beth billboard. In addition to the large 490 billboard, 30 smaller billboards were placed
throughout the city. A press release, rotating web banner on WXXI.org, plus Facebook posts and Tweets
also helped spread the word.
Features in Metropolitan Magazine and Rochester Magazine were secured, as well as stories in the
Democrat and Chronicle, Rochester Business Journal, and the Messenger Post Newspapers. It was also
covered by 13WHAM TV, YNN, and even WHAM Radio.
Little Theatre’s Digital Conversion
In response to the launch of our Screen Saver campaign several stories about the
Little’s digital conversion were produced. This included: a video story at USA
Today.com, a feature in the Democrat and Chronicle and Messenger Post Media,
and news stories on 13WHAM-TV (12/20/2013: Little, Dryden go digital), YNN
(6/12/2013: Little Theatre raises funds for digital upgrades), and WROC-TV 8
(6/9/2013: Theatres scramble to go digital)
15
The Clever Kitchen
WXXI’s partnership with the Democrat and Chronicle in the paper’s online cooking series “The Clever
Kitchen” was well received and got a lot of traction on the web. Hosted by D&C food writer Karen Miltner, the
series invited local chefs into our kitchen to prepare delicious. Four webisodes were produced – one
launching every Thursday morning for four consecutive weeks. To promote the series, WXXI used Facebook
and Twitter. WXXI News’ Beth Adams also did a feature with Karen Miltner every Thursday morning when a
new webisode went live. A web page at WXXI.org housed the webisodes and descriptions. The D&C did
similar promotion with social media and several features ran in the paper.
Audience Engagement Samples & Statistics
16
Clever Kitchen Project Metrics
Platforms Used for Clever Kitchen
Website Page Views: http://wxxi.org/cleverkitchen
WXXI Radio News: 4 Interviews with Beth Adams
during drivetime
Social Media
Facebook Reach: (WXXI & WXXI Kids)
Twitter Reach: (WXXI & WXXI Education)
Radio Broadcast 1370 Connection
TV Broadcast Segment included in Need to Know
Rochester (Air & Re-airs WXXI & City-12 Cable)
WXXI’s Project Reach Total:
Measures from March-June, 2013
1,237 Views from 838 Unique Visitors
~45,000
Listeners at drive time/day hearing 4 interviews over
the month.
6,010 Fans
4,060 Followers
18,000 Listeners (est.)
8,000 Viewers/show (est.)
81,908
In May, WXXI launched its first web series, Paley on Park Avenue: New York City, (http://wxxi.org/paleynyc),
which followed world-renowned sculptor Albert Paley as he created 13 original pieces for installation on Park
Avenue in New York City as part of The Fund for Park Avenue’s Temporary Public Art Collection.
On the eve of the installation in New York City, WXXI staff on site worked with staff at home to create album
of photos capturing the installation live as it happened. In addition to social media, a story about Paley’s
project with details about the web series were featured in the Democrat and Chronicle. WXXI News also did
several features, including a Need to Know Rochester special with series producer Brianne Byrne.
Our social media strategy included:
1. Posts To Stakeholders: Paley Studios, NYC area and national artistic organizations, organizations
that will eventually house the sculptures, such as RIT, other Paley art sites, such as the Memorial Art
Gallery and sub-contractors of the Paley NYC project who are interested in Paley’s work and
promoting it.
2. Post related news coverage and shared photos from those that visited the sculptures to keep the
conversation going.
3. Combine the reach of TV & Radio Broadcast with social media through cross-promotion
Results: Frequent shares & re-tweets from followers
17
Paley NYC Project Metrics
Website Page Views:
Episode Online Views:
WXXI News Online Coverage Views:
9,899
7,468
1,161
Weekly Reach on Facebook Page:
(at campaign high point in June)
Radio Broadcast 1370 Connection: Paley Interview
46,326
TV Broadcast 6 Episodes included in Need to Know
Rochester over 6 weeks
Twitter Reach
th
Homework Hotline Broadcast September 9
Total Project Reach
8,000 Viewers/show
18,000 Listeners
~ 6,000 Followers + 5000 in shares/Retweets
~50,000 Viewers statewide
151,854 Impressions
D.A. Pennebaker
In June, as part of its One Take: Stories through the Lens series –
funded by the New York State Council on the Arts with the support of
Governor Andrew Cuomo and the New York State Legislature, the
Little Theatre brought D.A. Pennebaker to Rochester. Pennebaker is
one of the most influential documentary filmmakers of all time. During
the Little’s mini-music film fest, Pennebaker introduced several of his
films, including Don’t Look Back, which has been hailed the greatest
rock documentary of all time.
To promote the event, Pennebaker did an interview on “1370
Connection” on AM 1370 and was a guest on Opening Tunings with
Scott Regan on WRUR-FM. Coverage included a story in Democrat
and Chronicle and the Rochester Business Journal, as well as online
on PopWars.
Television Audience
Context of Ratings
Public television stations think of themselves differently than the networks, and as such, the rating
information that we receive from Nielsen can be interpreted differently than other stations. We tend to
measure ourselves year-to-year and to benchmark against other public television stations. We also tend to
measure impact rather than pure ratings, since research shows that people watch public TV differently
than they watch network affiliates: In general, viewers watch a program or two a month on a public
station, rather than returning to the station daily or weekly to watch favorite series, news or specials. But they
engage more deeply with the station and its programming than they might with commercial programs.
18
Cumes
The first chart shows year-to-year measurement of WXXI’s prime time “cume— the percentage of homes
in a market that tune to a particular station (for six minutes or more).
Cumes increased and then leveled off over the course of this year. Whole Week Cume was up 7% while
Prime Time remained unchanged.
DMA Cumes
WXXI Prime Time DMA Cumes
20.5
20
19.5
19
18.5
18
17.5
17
16.5
16
15.5
November
February
May
2010-2011
17
20
19
2011-2012
18
19
18
2012-2013
17
18
18
GRPs
GRPs measure “volume” of viewing: a sum of the ratings achieved for every quarter-hour during the
broadcast week. GRPs help us understand how many people are watching and for how long a period of
time. Total GRPs fell 2% and Prime Time dropped 10%. Overall 180,300 Viewers tuned into the WXXI
schedule in 116,852 Households. Even with these decreases our GRPS continue to outpace markets of
similar size as shown in the chart below. Also shown are WNET and WLIW. WXXI GRPS are routinely
higher. May GRPS dropped across the country, indicating the PBS prime time schedule was not as strong
for that Sweep. Luckily July posted better GRPS for WXXI. WNET and WLIW did not rebound.
Prime Time Gross Ratings Points 2012-2013
450
400
350
300
250
200
150
100
50
0
Rochester Cleveland
WXXI
WVIZ
Maine
MPBN
12-Nov
Columbia Kansas City New York New York
SC-WLRK
KCPT
WNET
WLIW
13-Feb
13-May
13-Jul
19
Television Audience Highlights
th
For the November 2012 ratings period WXXI ranked 5 in the Nation among PBS stations for Whole day
th
th
Gross Rating Points and 3rd for Primetime. (Last November we were ranked 5 for whole day and only 6
for Primetime.)
Huge ratings for The Dust Bowl
th
Ken Burns’ newest documentary debuted on Sunday, November 18 at 8pm. The program achieved the top
2 spots in our most watched programs in the November Sweeps period. The Sunday night play peaked at
8:30pm with 38,000 viewers residing at 31,000 Households delivering an 8 rating and a 15 share. Monday’s
broadcast of Part 2 was even more impressive, also peaking at 8:30, but this time with 50,000 viewers in
35,000 Households. The only program that delivered more viewers at that hour was ABC’s Dancing with the
Stars which had 84,000 viewers at 60,000 Homes. The Dust Bowl Parts 2 and 1 claimed the top two spots
respectively for the Sweeps when ranking programs aired on WXXI during the period
Environment and Opera
WXXI continued its partnership with The Greentopia Festival in 2012. In addition to the two titles scheduled
that week in Primetime: Powering the Planet: Earth: The Operator’s Manual and Earth Days: American
Experience, we scheduled 35 green themed episodes during the Children’s programming blocks on WXXIHD and WXXI-Create during the week leading up to the festival.
th
WXXI-HD aired Great Performances at the Met: Wagner’s Complete Ring Cycle the week of September 10 .
This series required 19 hours over the course of 5 days. Many PBS affiliates chose to not air it, due to their
anticipated lack of ratings. WXXI chose to air it because we recognized it would be an amazing event.
Viewer comments on our Audience Response Line included:
“Thank you for your great programming”
“I was thrilled and overwhelmed at this show! I hope all others appreciated it as much as I did!”
Doc Martin Clunes
Martin Clunes continues to fascinate Rochester. His Islands of Britain series on Sunday nights attracted
th
13,000 viewers. This series claimed the 13 most watched program in the Sweep for WXXI. Here are a few
quotes from our Audience Response line:
“I loved this show, it was excellent”
“What a wonderful program! It was so delightful to watch!”
“I enjoyed it so much, put it on again.”
Doc Martin also delighted viewers in November. Doc Martin: The Movie, and Doc Martin: The Legend of the
Cloutie provided the loyal fans with a look at how the character has changed since its initial film days. “The
th
Movie” claimed the 7 most watched program of the Sweep with 14,000 viewers on Thursday night at 8p.
“The Cloutie” gathered 13,000 viewers on Thursday night at 9:30p and 7,000 viewers on Saturday at 5:30,
th
th
taking the 16 and 18 spots for most watched programs in the Sweep. From one of our viewers:
“I appreciate the showing of this movie, it gave more insight to Doc Martin.”
Masterpiece Classic: Downton Abbey. In the February Sweeps Downton occupied
the top position for the most watched program of the sweep. During the third week of
the sweep Downton peaked with a 5.8 rating gathering 54,000 impressions. WXXI
counterprogrammed the Super Bowl for the third year with Super Drama Sunday,
stacking episodes of Downton Abbey Series III for the day.
Call the Midwife returned for its second season in the
spring. With 18,000 NSI viewers it narrowly nudged
out Masterpiece Classic: Mr. Selfridge to claim the
nd
2 slot in the top programs of the May Sweep.
Masterpiece delivered 16,000 earning the distinction
rd
of the 3 most watched program on our air in May.
20
Friday Nights
WXXI has revamped our Friday night line-up making a home for the Performing Arts on Fridays at 9pm.
PBS made the switched 2 years ago, but the titles that they offered were not cohesive with audience building
th
from week to week. The programs in the pipeline for this fall include Great Performances “40 Anniversary
Celebration”, “Rodgers & Hammerstein’s Oklahoma!” featuring Hugh Jackman, and “Stephen
Sondheim’s ‘Company’ with the New York Philharmonic” starring Neil Patrick Harris, Patti LuPone, and
Stephen Colbert. To make room for the Arts on Friday Need to Know Rochester moved to Thursday nights
at 8 pm on July 11th.
This fall News & Public Affairs will have a strong presence on Sundays: 4:30pm – The McLaughlin Group,
5pm – Moyers & Company, 6pm – New York Now, 6:30pm – PBS NewsHour Weekend (Joining the
th
schedule on September 8 .)
July was the first ratings period that Need to Know Rochester was measured on Thursday nights. The
results are encouraging. We will continue to monitor and report the ratings for NTKR in the Thursday
timeslot.
Need to Know Rochester Prime
Time Viewing
Persons 2+
8,000
6,000
4,000
2,000
0
NovMayNovMayFeb-12
Jul-12
Feb-13
Jul-13
11
12
12
13
Persons 2+ 4,000 5,000 2,000 2,000 6,000 2,000 1,000 7,000
21
Radio Audience Highlights
WXXI works to reach out into the community in order to build audience and support. In addition to weekly
broadcasts of Live from Hochstein, activities include:
Backstage Pass continues to offer web video streaming, and now includes live patron events.
Classical hosts Brenda Tremblay, Julia Figueras and Mona Seghatoleslami are producing Arts
Friday on AM 1370.
Remote broadcasts included the Grassroots Festival on WITH and WRUR, the Clothesline Festival
on WXXI-FM and WRUR, and the High Holy Days services from Temple B’rith Kodesh on WXXI-FM
and WXXY.
Julia Figueras continues to present the pre-concert chats for the RPO; Brenda Tremblay, Julia
Figueras and Mona Seghatoleslami frequently host patron events at Valley Manor and other venues.
WXXI continues its presence at Met at the Movies which sells out three theaters: Regal Eastview,
Regal Henrietta and Tinseltown.
While we have seen a slight downturn in listenership this spring, Classical 91.5 continues to perform in the
top 10 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, WRUR-FM and WEOS) 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.
Rank
42
23
63
9
28
52
16
56
10
22
84
63
21
1
2
24
54
12
44
15
33
25
6
27
All Classical Public Radio Stations
Market
Station
Raleigh-Durham NC
WCPE+
Portland OR
KQAC-FM
Albany-Schenectady NY WMHT-FM
Washington DC
WETA+
Cincinnati OH
WGUC-FM
Buffalo NY
WNED-FM
Minneapolis-St Paul MN KSJN-FM
Rochester NY
WXXI-FM
Boston MA
WCRB-FM
Baltimore MD
WBJC-FM
Syracuse NY
WCNY-FM
Dayton OH
WDPR-FM
Denver CO
KVOD-FM
New York NY
WQXR-FM
Los Angeles CA
KUSC-FM
Charlotte NC
WDAV-FM
Louisville KY
WUOL-FM
Miami FL
WKCP-FM
Nashville TN
WFCL-FM
Phoenix AZ
KBAQ-FM
Las Vegas NV
KCNV-FM
Pittsburgh PA
WQED-FM
Houston-Galveston
KUHA-FM
Sacramento CA
KXPR-FM
SP 2013
3.4
2.8
2.6
2.6
2.2
2.0
1.8
1.8
1.7
1.6
1.5
1.4
1.4
1.4
1.3
1.1
1.1
0.9
0.9
0.9
0.8
0.8
0.7
0.7
Rank
9
42
23
13
4
54
20
63
10
24
56
16
84
21
52
27
34
28
1
56
8
22
37
3
22
All News Public Radio Stations
Market
Station
Washington DC
WAMU-FM
Raleigh-Durham, NC WUNC-FM
Portland OR
KOPB-FM
Seattle WA
KUOW-FM
San Francisco CA
KQED-FM
Louisville KY
WFPL-FM
St Louis MO
KWMU-FM
Albany-Schenectady WAMC+
Boston MA
WBUR+
Charlotte NC
WFAE+
Rochester NY
WXXI+
Minneapolis-St Paul
KNOW-FM
Syracuse NY
WRVO+
Denver CO
KCFR+
Buffalo NY
WBFO+
Sacramento CA
KXJZ-FM
Orlando, FL
WMFE-FM
Cincinnati OH
WVXU-FM
New York NY
WNYC+
Rochester NY
WXXI-AM
Philadelphia PA
WHYY-FM
Baltimore MD
WYPR-FM
Milwaukee, WI
WUWM-FM
Chicago, IL
WBEZ-FM
SP 2013
8.5
8.1
6.5
4.9
4.8
4.4
4.2
4.0
3.9
3.8
3.7
3.7
3.7
3.5
3.2
3
2.8
2.7
2.6
2.6
2.3
2.1
1.7
1.7
Radio Cume: The Cume (total audience) has fluctuated since Spring 2011, particularly the classical
listenership. This will be giving strict attention during FY 2014.
200,000
180,000
160,000
140,000
WITH
120,000
WEOS
100,000
WXXY
80,000
WRUR
60,000
WXXI-AM
40,000
WXXI-FM
20,000
0
Spring
2010
Fall 2010
Spring
2011
Fall 2011
23
Spring
2012
Fall 2012
Spring
2013
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 and robust social media following.
Highlights:
Launch of WXXI mobile site and i0S (I-Phone) app. 10% of site traffic is mobile with 70% of that
traffic coming from iOS devices and 27% from Android devices.
Launch of WXXINews.org mobile site. 16% of site traffic is mobile with 72% coming from iOS
devices
Increased emphasis on online cross-platform promotion & engagement to increase traffic among the
online services and promote awareness of traditional (TV/Radio content)
Experimentation with new online services: Pinterest.com targeted for niche audiences and cross
station engagement with PBS.
Upgrade of Second Opinion TV National Program site to include both video webisodes and full
episodes. Focused tracking of social media, website use and campaign to increase following and
use.
Launch of the new Little Theatre Website
Increased media offerings with transition of VITAL NY: School Video On-Demand Service to PBS
Platform for full launch during 2013-14 school year. Increase of learning objects from 3000 to
30,000.
Special Programming and “Monthly” Feature Pages on the website.
Comparative Metrics
2013
Website Page Views
vs.
2,030,242
7.51%
change-->
Facebook Fans
24,820
Twitter Followers
22,986
YouTube Monthly Views
69,659
24
12,062
10,924
13%
change-->
18,035
6,785
48%
change-->
1,877,840
152,402
27%
change-->
2012
8,749
60,910
Increase in Page Views to WXXI Sites
7/09-6/10
1,526,655
7/10-6/11
1,702,239
7/11-6/12
1,877,840
7/12-6/13
2,030,242
*Combined WXXI and WXXI News sites statistics
Pinterest.com Experimentation with Niche Audiences & Cross-Station Engagement
Pinterest Boards: WXXI, WXXI Education, Innovation Trail, Second Opinion, The Little
WXXI Education
The Little Theatre
Second Opinion
Results:
11 Boards
117 Pins
Followers: 78
Results:
12 Boards
347 Pins
Followers: 19
Cross Platform Connections:
to Little Website
Results:
11 Boards
299 Pins
Followers: 11
Cross Platform Connections:
Second Opinion Website &
YouTube
Cross-Platform Connections:
WXXI Kids Facebook,
WXXI Education Websites
WXXI Education Twitter
Targeted: Film Goers, Film
Fans & Trivia
Targeted: Series Info &
Specific Conditions
Targeted: Moms, Teachers
25
Food Road Trip:
Results:
1 Board with PBS Foods + 24
stations including WXXI
Education
260 Pins
Followers: 10,849
Targeted: Promote Regional
Foods & Travel Nationally
Little Theatre Audiences
Since the merger, activities at the Little Theatre have been promoted regularly on WXXI’s air, resulting in
growing ticket sales and attendance at events. Overall attendance in FY 2013 (ticketed and free events) was
nearly 130,000, which was more than double previous years. This figure will be easier to track going forward
due to the installation of the new POS system.
Little Theatre Ticket Sales
$700,000
$600,000
Sales
$500,000
$400,000
FY 2013
$300,000
FY 2012
$200,000
FY 2011
$100,000
$-
A sample of joint activities and attendance at events involving both WXXI and the Little Theatre:
•
•
•
•
•
•
•
•
•
•
•
•
•
•
POV: Three Days of Docs
Boynton House Premiere
Weight of the Nation
Downton Abbey Preview
September (2012) - Half the Sky
October – As Goes Janesville
November – Solar Mamas
Soul Food Junkies
Race: Are we so Different
180 Days
Wonder Women
Bill Kelly Concert
Raising 100,000 Voices
Rochester International Jazz Festival
420
220
120
1,200
165
25
55
146
200
146
114
150
109
6,300
WXXI and the Little Theatre seek 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. We continue to gauge the
impact of our partnerships, assure we have the appropriate partners in each impact area, and maximize their
value.
26
▲- Meeting/ Exceeding
Target
■ - 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.
WXXI Public Broadcasting Scorecard
2013
Technology
Measured by
Last
Year
Establish partnerships
with organizations and
companies to support
innovative applications of
technology.
Employ technology that
will respond to audience
delivery demands,
including time-shifting,
multiple platforms and
user interaction.
Year End
Target
DTV Maximization
Design
Complete
☻
WEOS Frequency move
In planning
Target date
▲
Planning
4/5
complete
▲
Design
Installed &
operational
▲
Installed &
operational
Design
Complete
▲
Complete
EAS System
Selected
Operational
▲
Operational
Ku Band Uplink Digital Upgrade
Planned
Complete
▲
Complete
Digital Cinema Projection
Installation of unitized digital storage
Replace TV and Radio receivers
Assure quality
maintenance, resiliency
and support of the
facilities.
Year End
Actual
Complete
In process
In Process
Joint Master Control
Initial
agreement
Still in
works
☻
Operational
Archive and catalog WXXI assets with standard
metadata.
Swat work
begun
Complete
▲
Complete
Media on-demand
WXXI Tube
Podcasts
COVE
WXXI Tube
Podcasts
COVE
Mobile Aps
WXXINews.org
NPR Digital
Android App development
Planned
27
☻
All local
programs on
demand
Launched
▲
Mobile
optimized
Contracted
▼
Complete
Technology
Employ current and next generation technology to enhance our service to the community.
Enhanced Effectiveness, Efficiency & Interactivity
WXXI-TV – Maximization
The completion of the project will provide service to those viewers that reception became impaired by the low
height of the current DTV antenna. The new top mounted antenna will also provide new service, because of
a power increase and additional height, to more than 200 square miles to the southeast, south and
southwest of Rochester.
Current status – FCC issued Construction Permit in November 2012; Antenna and mounting systems have
been installed along with Federal Aviation Administration required lighting devices; the testing, certification
and transmission testing are pending; medical facility notification has been completed. After testing is
completed licensing for new primary antenna, licensing for old antenna to become the auxiliary WXXI-TV
antenna will be completed.
WEOS – Frequency change from 89.7 to 89.5 MHz, antenna change to non-directional, engineering and
application for power increase for WEOS
Current Status – FCC issued Construction Permit and all parties have agreed to plan, implementation
August/September 2013. Following the frequency change, we will move forward on a FCC filing for a power
increase for WEOS and possibly WITH-FM facilities. The WEOS translator, W212BA, frequency will not
change.
The Little Digital Cinema Projection
This past year The Little went through a major digital overhaul in four of the five theaters. The old 35mm
projectors were replaced with brand new NEC digital projectors and DOLBY sound systems. This was done
over the course of two months; during which time the the old masking and screens were removed to make
way for new ones in each theater. In theater #2, a more complete renovation was accomplished, with the
installation of new seats, acoustical walls and flooring. The Little is now a multi format theater, growing with
technology, embracing what is new in order to provide the best experience for our audience.
The old projectors in Theaters 2-5
28
Screen replacement
Newly installed captioning systems
Quality Maintenance & Support
WXXI-Radio & TV CAPS compliant EAS system
Current Status - Compliancy met on fall 2012 deadline. Complete system integration with operator trigger
and override completed January 2013 now working toward integration with the Joint Master Control
operations.
Implementation of new technology MPEG4 digital TV satellite receivers
Current Status – Complete October 2012
Implementation of new technology NPR digital receivers & servers
Current Status – Complete and in service for December 2012 deadline, however we are debugging system
stability issues with NPR/PRSS
Overbuild of WXXI’s analog Ku band uplink to digital
This will support both standard and high definition satellite transmissions.
Current Status – Complete and in service; operational certification with most satellite owners/operators is
complete. Staff training is complete.
WEOS - Restoration of HD radio transmission.
The HD exciter utilized at WEOS was of first generation design. The system failed and was not repairable.
Current Status – HD Radio operation of WEOS was restored. This required a complete rebuild of most of the
transmitter input, control and telemetry systems as well as a full alignment and calibration.
WEOS – Studio Relocation
Current Status - We have been notified that Hobart & William Smith Colleges will require the space occupied
by the WEOS studios for dormitory or parking space as the building of the campus fine arts performance
29
center moves forward. The colleges are current involved in space, electrical and mechanical requirements
for the relocated studio. Some areas have been identified and are now under further review by a campus
building committee. WXXI engineering staff will be working closely with H&WS Colleges to plan and
implement a relocation plan starting in Spring of 2014.
Phone System Replacement
Part 1 – Radio / TV show call in system:
Current Status - Final review of functions and requirements is underway, system specifications were
provided to vendors late February/early March. We are vetting the systems proposed and
discussing with the vendors the transition for the old system to the new system. The purchase and
installation of the system will follow.
Part 2 – State Street Facility system:
Current Status – Fact finding and reviewing undocumented details. Request for Proposals is in draft
form, Probable / interested vendors are being reviewed for system offerings and are being vetted for
performance and long term support.
WXXI support for CentralCast integration
Current Status – WXXI has transferred more than 4,000 files to CentralCast for use in bringing up the
system. We have received a new, compliant remote control system for the DTV transmitter. Installation is of
the compliant control system is underway. The local rack of equipment to support WXXI television interface
to the Joint master Control is in place. Powered and checked out. All necessary cable demarcations have
been connected and are pending the full staged ‘turn-up’ of the equipment rack in late August 2013.
Transmission Improvements
Replacement of WXXI-FM transmitter equipment
Current Status – Pending budget approval
Replacement of WXXI-AM transmitter and associated equipment
Current Status – Pending budget approval
WXXI-AM Tower #3 pedestal replacement – During a late summer inspection, it was noted that the pedestal
supporting the tower three of the four tower directional array is sinking and had deteriorated due to
weathering of the ground-plane wires embedded within the concrete base.
Current Status – Several contractors have evaluated the base for replacement. The area is too wet and will
not be accessible until mid-summer. The base shows no further signs of destabilization.
Production Improvements
Replacement of Video Editing and Storage system
Current Status – Current system requirements and future system requirements have been
evaluated. Selection of a vendor has been completed and contract negations for hardware and software as
well as training has been completed. Implementation of new / portable field acquisition devices and future
workflow and system integration issues were included in our selection of systems. Purchase pending.
Upgrade of ENCO audio Cuts Server
Current Status – System has been evaluated for upgrade and upgrade components have been purchased
and trial implementation was completed. The new Cuts Server was fully configured and implemented for all
ENCO systems in February 2013.
30
▲- Exceeding Target
■ - At risk
▼- Underperforming
☻- on track
Strategic Objective
WXXI Public Broadcasting
2013
Work Culture & Board Development
Measured by
Last Year
Total
Year End
Actual
Year End
Target
Recruitment
Attract and retain a diverse and highly
skilled workforce.
Track recruitment activities and
outreach.
Make efficient, effective use of all staff,
interns and volunteer resources to
maximize productivity.
Complete EEO Report filed.
Engage in broad-based recruitment
activities for staff and volunteers.
Implement a consistent staff orientation
process and maintain an up-to-date
Employee Handbook.
Complete
Complete
☻
Complete
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.
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.
Evaluate staff development
initiatives and training.
Ensure that performance
evaluations reflect
accountability, set goals and
objectives for the coming year.
Conduct quarterly surveys
following all-staff meetings.
Provide an Employee
Assistance Program benefit
as an employee behavior
support system.
Maintain on-going staff
recognition & rewards:
 pat on the back in the
newsletter
 employee of the year award
 individual awards
Staff participation in station and
community events, as well as
awards and recognitions.
1
N/A
Volunteers
Attract and cultivate an engaged,
diverse volunteer corps to extend our
effectiveness.
Encourage and facilitate the exchange
of ideas among staff and volunteers.
1
1
Staff/Trustee Luncheon
1
1
1
Board Member Satisfaction
8.3
N/A
N/A
Board financial goals
100%
100%
☻
100%
Attendance and participation in
WXXI events and committees.
100%
N/A
☻
100%
Volunteer Recognition Event
☻
1
Board Development
Ensure future growth and success through
continued development of a strong, involved
and committed Board of Trustees.
31
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 continued with events such as the Holiday Party and plans for a staff art gallery in the WXXI
lunch room. 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 2013, 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. We also partner with the Princeton Club of Rochester to
provide internships to Princeton students from the Rochester Area.
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. We have incorporated annual Workplace Diversity Training into our training plan
for all management staff.
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. An all-users email distribution list was developed to ensure that urgent and top
priority information is received by all staff.
Staff Recognition
WXXI’s Annual Staff-Trustee luncheon was held in January 2013 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. Jeff Brady, NPR National Desk Reporter, was the keynote
speaker. We also presented a number of “years of service” awards to the staff, and named the 2013
Employee of the Year, Robert Parrish.
32
External Awards
►News
Innovation Trail’s Matthew Leonard and Juan Vazquez
Service: News
Award: Established Leader Award form RocCity Rising 2013
Innovation Trail “Deposit at the Crossroads” by Matthew Richmond
Service: News
Award: New York State Associated Press Broadcasters Association 2012 Finalist
Category: Best News Special/Documentary
Innovation Trail “Health care innovation” by Marie Cusick, Ryan Delaney, Kate O'Connell,
Matt Richmond, Joanna Richards
Service: News
Award: New York State Associated Press Broadcasters Association 2012 Finalist
Category: Best News Series
Innovation Trail “Investigating IDA's “ by Emma Jacobs, Daniel Robison, Ryan Delaney, Matt
Richmond, Marie Cusick
Service: News
Award: New York State Associated Press Broadcasters Association 2012 Finalist
Category: Best Enterprise Reporting
►Staff
Beth Adams
Service: News
Award: Impact Award from Rochester Media Association
Alex Crichton
Service: News
Award: Established Media Professional Award from Rochester Media Association
Lisa Famiglietti
Service: TV
Award: Young Media Professional Award from Rochester Media Association
►TV
Second Opinion “ALS”
Award: Communicator Award of Excellence from the International Academy of the Visual Arts
Second Opinion “Foodborne Illness”
Award: Communicator Award of Distinction from the International Academy of the Visual Arts
Second Opinion “Breast Cancer in Young Women”
Award: Communicator Award of Distinction from the International Academy of the Visual Arts
Second Opinion “Breast Cancer in Young Women”
Award: Bronze Telly
Category: Health and Fitness TV Program
33
Frank Lloyd Wright’s Boyton House: The Next Hundred Years
Award: New York State Emmy nomination
Category: Documentary
Signs of the Time
Award: Six (6) New York State Emmy nominations
Category: Documentary, Director: Post-Production, Writer: Program, Photographer: Program, Editor:
Program, and Musical Composition/Arrangement
Signs of the Time
Award: 3 New York State Emmy Awards
Category: Documentary, Editor: Program, and Musical Composition/Arrangement
Biz Kid$
Award: 2013 Parents’ Choice Gold Award
Biz Kid$
Award: Daytime Emmy Award
Category: Single camera editing
Homework Hotline
Award: New York State Broadcasters Association Award of Excellence
Category: Best Locally Produced Program Designed for Children
►Radio
ViewPoints
Episode: Downloading & Reading Books on a Smart Phone
Service: Reachout Radio
Award: 2012 Program of the Year Award from the International Association of Audio Information Services
34
Board Development
Ensure future growth and success through continued development of a strong, involved
and committed Board of Trustees.
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 Board Development Committee nominated four new Trustees to the Boards during the past year. Three
Trustees who termed off the Board became members of the Trustee Council and Suzanne Gouvernet
became the newest Honorary Trustee.
Board Engagement
The second annual Trustee Council-Former Chair Luncheon was held in September of 2012 with thirteen
attendees, including seven former Board Chairs. The group enjoyed a casual lunch and a presentation on
the affiliation between WXXI and the Little Theatre.
A Board Planning Session was held in December 2012 at the LiDestri Foods facility with thirty-five
participants in attendance, including Trustees and senior staff.
All four new Trustees participated in a Board orientation. Each was named to a committee and assigned a
mentor to assist them with their transition to the Board.
In February, the Vice-Chair/ Chair-Elect 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 $38,520. The combined giving of the
Board, the Honorary Trustees and Trustee Council reached over $90,000. (This does not include campaign
gifts pledged or paid.)
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. Every Trustee attended a minimum of one
breakfast or scheduled a separate one-on-one time with the President. Several Trustee Council members
also attended a breakfast. These informal get-togethers engage Trustees outside of the Boardroom, offering
them a way to learn more about WXXI and each other.
In August 2012, the Board Summer Social Event took place at the home of Dr. Cynthia Reddeck-LiDestri
and her husband, Giovanni. In attendance were fifty-eight guests, representing the Board of Trustees, the
Trustee Council, Honorary Trustees, and senior staff.
In January of 2013, the Staff-Trustee Luncheon was attended by nineteen Trustees, two Honorary Trustees,
two Trustee Council members, fourteen CAB members, and three Little Theatre Advisory Board members.
Over the course of the year, Trustees recorded television and radio spots for membership campaigns,
encouraging listeners and viewers to become members of WXXI and the Little Theatre. They also cut spots
in December that focused on Charitable Gifting of IRA’s, year-end giving opportunities, and planned giving.
35
WXXI Public Broadcasting Scorecard
2013
▲- Meeting/ Exceeding
Target
■ - Even
Fiscal Stability
▼- Underperforming
☻- on track
Strategic Objective
Individual Giving
Measured by
Last Year
Capital Campaign
50%
60%
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
In process
Complete
$3,197,357
.37
3,280
$92,990
$12,035
▼
▼
▲
▲
▲
$3,543,000
.32
3,000
$80,000
$10,000
.63
▼
.54
$262,019
$244,316
▼
$14,500
$5,313
▼
$52,000
$1,035,703
$1,003,810
▼
$1,140,000
$3,308,917
.35
2,920
$85,237
$129,871
.65
Revenue Goals
Events
Underwriting Sales
Sales & Marketing
Client & Contract
Services
Resource Management
& Stewardship
60%
Complete
$271,000
.40
.45
▼
.43
68%
70%
☻
>70%
Cost of raising funds per SABS
Retention
Production Funding
Year End
Target
☻
☻
☻
Achieve cost of raising funds at or
below 45% per SABS
Auction & Events
Year End Actual
TV National
$615,408
$510,778
▼
$627,520
TV Local
$261,868
$231,511
▲
$218,500
News
$389,042
$416,087
▲
$354,475
Radio
$36,825
$39,792
▼
$60,200
Education
$335,009
$339,043
▲
$312,000
Net Results
$113,412
$108,826
▼
$130,000
6%
0%
☻
+/- 2%
-1.49%
12.90%
☻
Per Investment
Policy
Clean audit
Clean audit
☻
Clean audit
▲
>0
Balanced Budget
Achieve total rate of return on
investments per investment policy.
Annual financial statements will
produce a clean audit opinion.
Change in Net Assets
-
WXXI
($26,513)
$691,111
-
Little Theatre
$95,431
$202,691
-
Total
$68,918
$893,802
36
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 continues on track. We are approaching the $9 million mark. Highlights of early
2013 include a public campaign for the Little Theatre called the Screen Saver. It featured a heavy social
media component, a Crowdrise (crowd funding) effort, events, and an in-theater box office component.
There was an anonymous $50,000 gift to this campaign in addition to hundreds of smaller donors.
Planned giving continues to be an important and growing part of individual giving in FY 2013 –
$1,600.000 was realized in this fiscal year.
Individual Giving
We ended the year significantly behind budget projections –
o
The most significant factor in this shortfall was the change in pledge schedules. Some of the
changes were done intentionally – to revamp TV drives since the “pledge model” is working
less effectively. We had also scheduled a one day radio drive for the end of December,
which was cancelled due to weather issues and community sensibilities (it was right after the
tragedy in Webster). Pledging around Antiques Roadshow has been a perpetual problem,
but this year we were able to raise monies around one of our most viewed program. In June
we held our first antiques appraisal event and had more than 600 people pledge for the
opportunity to bring in items.
o
The capital campaign has also impacted the flow of funds into membership as some of our
major donors are directing funds to the campaign and not into membership.
o
The number of members continues to decline – in the last year the number of members has
declined by about 1000.
The number of sustaining members continues to grow – currently over 3500 sustaining members.
This is about 12 % of our membership and we would like to see this number continue to rise. We
have had several “sustainer only” events which is increasing our stewardship of these important
donors.
More than 2,500 people attended our station open house in September.
We held a sold out fund raising luncheon in November with Diane Rehm. This was also our
Associates Event where we honored Bob Stevens.
We began a new income stream by holding a raffle. On our first try we were able to raise about
$12,000. This has been a real learning experience for us.
Our new Auction and Events Manager worked hard to get on track for Auction merchandise acquisition we
ended significantly behind our projection; however the overall quality of merchandise improved which raised
our ROV to 48%. In addition we increased the number of bidders from 1,400 to over 2,500.
Work on Little Theatre membership has been paying off! Revenue increase by about 4% (FY 2012 $231,860, FY 2013 - $241,659) In addition – since July 2011 we have gained 700 new or rejoining members.
37
Little Member Count
FY 12
1,612
1,308 1,313 1,330 1,327
1,700 1,730
1,332 1,336 1,378
1,224 1,277
Little Member Count
FY 13
2,026
2,020
2,000 2,013
1,998 2,006
1,959
1,912
1,818
1,740
1,760
1,782
38
Sales & Marketing
The department structure continued to evolve in FY 2013, with a team member promotion and the addition of
a new account executive. A handful of key accounts delayed renewal this year preventing the team from
reaching the underwriting goal on time. In FY ’13 the department worked with over 180 unique WXXI
underwriters, and nearly 50 unique advertisers at the Little Theatre. Approximately 80% of the revenue
secured by the underwriting team was derived from existing corporate sponsors, demonstrating loyalty and
satisfaction with both service and value.
Highlights include:
Securing funding from and developing a collaborative partnership with Hillside Work-Scholarship
Connection surrounding the station’s American Graduate Initiative.
The reinvigoration of TV pledge drive sponsorships and an increase in multi-platform media
partnerships that incorporate event sponsorships and digital assets.
Expansion of sponsorship opportunities surrounding WXXI & The Little Theatre’s participation in jazz
fest. Freed Maxick CPAs and Salena’s Mexican Restaurant served as primary supporters in FY ’13
and received comprehensive marketing benefits while simultaneously supporting enhanced
coverage of the arts in the Rochester region.
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:
New Radio Grants included $10,000 from New York Council for the Humanities to produce programming
related to RACE: Are We So Different; $5,000 from the Kurt Weill Foundation for Fascinatin’ Rhythm.
The station was successful at renewing the Blue Cross Blue Shield Association’s production funding for
Second Opinion. This included extensive work on moving the program from a standard television series to a
fully interactive, social and multiple media health program.
NYSUT also continues its support for the production of Homework Hotline.
Production funding for the Paley on Park Avenue program, as well as the Xerox Rochester International Jazz
Festival series, were additional highlights.
39