PBSs Mission: Educate, Enrich and Inspire

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PBSs Mission Educate, Enrich and Inspire

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Raise Awareness Educate About An Issue

• TV (broadcast, streaming, VOD, DVR time-shifting)
• Internet (sites and e-communications)
• New media (podcasting, mobile etc.)
• Publicity (feature stories, op-eds, editorials
  etc.)

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Engage

• Educational outreach (materials, training,
  programs)
• Dialogue (screenings, panels, online chats,
  blogs, town meetings, community activities)
• Strategic partnerships (like the NGA)

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Be a Catalyst for Positive Change

• Targeted impact initiatives
• Grassroots efforts
• Motivate behavioral change

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Rx for Survival Media Tactics

• 6-hour TV series and web site
• Time magazine cover story international global
  health summit
• NPR produced a multi-part series
• The Penguin Press published a companion book
• Partners included Save the Children, CARE,
  UNICEF, Global Health Council, Girls Scouts,
  Rotary, American Academy of Pediatrics, American
  Public Health Association, the local public
  television stations

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Rx for Survival Media Tactics

• Rx for Survival galvanized media attention on an
  under-reported issue, from CNN to Access
  Hollywood, from the Wall Street Journal to People
  magazine, from The Lancet to Oprah magazine
• Developed web and viral campaign (site links,
  online chats, PDA downloadable content and blog
  ads).
• Rx for Survival published a 200-page newsroom
  guide for journalists and editors.
• Online teacher guide designed for 712th grades

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Rx Success

• Overall, across the entire six episode series, Rx
  for Survival reached 9.2 million unduplicated
  viewers in 7.7 million households. (Source NTI
  Oct/Nov Non-Survey Program Ratings)
• On the Internet, total visits to
  pbs.org/rxforsurvival between June (site launch)
  and December 2005, reached 213,907. And during
  that same period, a monthly Rx for Child Survival
  e-newsletter was distributed to 13,893
  subscribers while more than 3,000 visitors sent
  e-postcards from pbs.org/rxforsurvival.

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PBSs Commitment to Health

• Broadcast premiere highlights for 2006
• THE NEW MEDICINE
• Wednesday, March 29, 900-1100 p.m. ET
• Hosting THE NEW MEDICINE was one of the last
  projects that Dana Reeve undertook before she
  died of lung cancer on March 6.
• MPT partnered with the University of Marylands
  Center for Integrative Medicine to provide an
  informational phone bank during and after
  broadcast
• AFRICA LIVE THE ROLL BACK MALARIA CONCERT
• Thursday, April 6, 800-900 p.m. ET
• In March 2005, in Dakar, capital of Senegal in
  West Africa, many of Africas finest musicians
  performed to raise global awareness of the
  malaria crisis currently devastating the African
  continent.
• MALARIA FEVER WARS
• Thursday, April 6, 900-1100 p.m. ET
• Award-winning documentary filmmaker Kevin Hull
  filmed across three continents to chart the
  malaria's spread and underscore the scandalous
  way its been ignored.

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Next on the Schedule

• RX FOR SUVIVAL - THE HEROES Wednesday, April 12,
  900-1100 p.m. ET
• Using highlights from the acclaimed six-hour Rx
  for Survival series, this new special focuses on
  the individual heroes whose tireless perseverance
  saves millions of lives across the globe.
• FRONTLINE - The Age of AIDS Tuesday-Wednesday,
  May 30-31, 900-1100 p.m. ET
• Told chronologically over four one - hour
  episodes, the program recounts three strands of
  the AIDS story the scientific race to identify -
  and ultimately find a cure for - the disease the
  social and political factors that at times
  hindered education and treatment initiatives and
  the human toll that AIDS has taken on millions of
  infected individuals around the world.
• INDEPENDENT LENS - A Lion in the House June
  21-22, 800-1100 p.m. ET
• Following five children as they fight cancer
  with the help of their families, nurses and
  doctors, this inspiring, harrowing and intimate
  series spans six years, chronicling how families
  respond to crises, how courage is found in
  unlikely places, and how the humor and energy of
  youth can be powerful medicine.

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Summer and Beyond

• A CLOSER WALK August 31, 900 pm
• Narrated by Glenn Close and Will Smith, the
  story encompasses the broad spectrum of the
  global AIDS experience and includes people with
  HIV/AIDS from all walks of life.
• SECOND OPINION TAKING CHARGE OF YOUR HEALTHCARE
  Fall 2005-Spring 2006
• The series is aimed at viewers who want to
  become more knowledgeable about medical matters,
  which this season include vision correction
  surgery, depression, prostate cancer, epilepsy
  and seizures, and more. Peter Salgo, MD, New York
  Presbyterian Hospital, hosts this combination of
  public education and medical literacy.
• Heart Disease The Hidden Epidemic (w.t.) and ,
  "Life in the Fat Lane What No One is Telling You
  About Losing Weight" will premiere on PBS in
  early 2007.

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Pitching to PBS Programming

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Pitching to PBS Shows

• Charlie Rose
• Yvette Vega, producer 212.940.1615
• yvega_at_bloomberg.net
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• Newshour
• Diane Lincoln, National Affairs
  producer703.998.2184
• dlincoln_at_newshour.org
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• Tavis Smiley
• Luke Sader, Talent Booker 323.953.5794
• lsader_at_kcet.org
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• NOW
• Gina Kim Segment Producer 212.560.8232
• kimg_at_thirteen.org