The Corporation for Public Broadcasting considers it a priority to serve the African-American radio listening community through Public Radio programming. CPB seeks an African-American market research company to perform quantitative research designed to help develop a strategic plan for new programming that will resonate with the African-American audience and increase listening to public radio among this demographic group.
Background
While the public radio system serves an increasing number of African-Americans, listening to public radio lags among this group as compared to other demographic groups. There are public radio stations that have traditionally targeted the African-American community. Working with these stations, and a major national producer, CPB seeks to develop new programming that can increase listening to public service programming in the African-American community. To this end, CPB seeks a company that can develop a research project that will inform future programming efforts.
Development of new public radio programming that targets African Americans should be strategic in nature. As such, CPB seeks to work with a market research company that has a special understanding of the African-American community and that can help CPB interpret the information received to inform the creation of exceptional programming for the community.