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Essay / Research Paper Abstract
An 8 page paper discussing PBS' courtship of corporate sponsors and individual contributors. Public broadcasting is not unique to the US;
several European countries and Australia also support similar services but the US version is the only one not totally supported by the government. The paper discusses aspects of PBS' marketing and why sponsorship is attractive to corporate entities. It provides a means by which they can
claim corporate social responsibility while simultaneously reaching the typical viewer who is older, female, with above-average income and education, and rarely watches commercial
channels. Bibliography lists 6 sources.
Page Count:
8 pages (~225 words per page)
File: CC6_KS-PBS.doc
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Unformatted sample text from the term paper:
the US; several European countries and Australia also support similar services. However, the US version is the only one not totally supported by the government (Bergman, 1999). A
major portion of PBS revenues originate with the viewers, but corporate sponsorship is still the organizations single largest classification of income. Government grants account for the smallest division of
revenue sources in the PBS balance sheet (Anonymous, 2000). Historical Perspective PBS is headquartered in
Alexandria, Virginia, and "is a private, non-profit media enterprise owned and operated by the nations 348 public television stations. A trusted community resource, PBS uses the power of noncommercial television,
the Internet and other media to enrich the lives of all Americans through quality programs and education services that inform, inspire and delight" (Anonymous, 2000; p. insidepbs). These 348
stations make PBS available to 99 percent of television-owning American homes. Combined with the increasing presence of alternative vehicles such as the Internet, PBS makes direct connection with just
under 100 million people each week (Anonymous, 2000). The organization was founded in 1969 to grow to its current network size of 348
stations. Ownership of these stations is contained within 171 other organizations across the country, 51 percent of which are community organizations. Licensee type further breaks down as 32
percent colleges and universities, 12 percent state authorities and 5 percent educational or municipal authorities (Anonymous, 2000). Broadcast coverage extends to all 50
states, Puerto Rico, the U.S. Virgin Islands, Guam and American Samoa. "Staff members in Alexandria, Va., and New York City oversee program acquisition, distribution and promotion; education services; new
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