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PBS takes proactive approach to sponsorship; noncommercial network, in effort to find ways to reduce reliance on federal funding, forms, marketing arm. (Public Broadcasting Service)(Brief Article)

Broadcasting & Cable May 5, 1997 | Littleton, Cynthia Noncommercial network, in effort to find ways to reduce reliance on federal funding, forms marketing arm In the new era of austerity for federally funded arts and culture programs, PBS and its affiliates are becoming more adept at pitching the value of public television to the private sector.

PBS’s latest initiative is the formation of a sales and marketing team dedicated to boosting corporate sponsorship by offering potential underwriters the ease of “one-stop shopping” at PBS stations in major cities. Based in New York, the Public Broadcasting Sponsorship Group comprises sales and marketing executives from WNET(TV) New York, WGBH-TV Boston, KCET(TV) Los Angeles and WETA-TV Washington. go to web site chase banking online

PBS officials say that corporate sponsorship inquiries have increased significantly since last summer, when PBS began courting the advertising community with upfront presentations similar to those of the commercial broadcast and cable networks.

Given the bipartisan support for budget-trimming and deficit-cutting in Washington, PBS is preparing for the future by looking for ways to reduce its reliance on federal funding.

Federal funds account for roughly 13% of PBS’s annual budget. Last year, PBS programing chief Kathy Quattrone kicked off a drive to boost corporate sponsorship of the network by 50%, or $25 million per year, over the next three years.

Last summer’s initial round of upfront presentations helped bring in a broader range of new national sponsors, including The Gap, Chef Boyardee and the Chase Banking group of financial services companies.

“We’ve learned how to be more sponsor-friendly and how to find more opportunities for sponsorship within our schedule,” says Jonathan Abbott, PBS senior vice president for development and corporate relations. see here chase banking online

At the local level, PBS affiliates in major markets are expanding into everything from retailing to software development.

WETA-TV Washington is the latest public broadcaster to partner with Store of Knowledge Inc. to open a local retail outlet offering specialty products tied to public TV programs. Store of Knowledge operates 30 stores nationwide through joint ventures with local PBS affiliates.

On the West Coast, KCET Los Angeles collected $1.25 million in private donations last month to begin construction of a digital TV broadcast facility that will also house a technology and computer training center open to the public. KCET officials say that the development of educational software is a priority for the training center.

Littleton, Cynthia