World is a digital multicast channel featuring nonfiction news and documentary television curated from a wide variety of sources across public television. This proposal builds on World’s existing operational infrastructure and its network of 53 subscribing stations by executing a research-driven branding strategy with increased content that is exclusive to or debuting on World. These activities will increase carriage and audience—targeted particularly to younger and more diverse populations, and will provide a key viewer-supported worthy addition to local station activities.