CPB has long invested in digital innovation to help transform the public media system to a digital-first, audience-centric approach, which is vital to public media’s success in meeting the needs of users in a multiplatform media landscape.
In 2022-2023, CPB supported the Digital Transformation Program, developed and implemented by the Poynter Institute in conjunction with CPB, which trained 79 public media entities and 458 station personnel.
Participating organizations achieved significant audience growth, revenue outcomes and “digital firsts” -- generating new digital revenue and membership, accessing digital analytics, and launching digital products.
Phase 2 of Digital Transformation Program
Building on that success, CPB is accelerating its efforts to make digital transformation more widespread in public media by supporting Phase 2 of the Digital Transformation Program, developed and delivered by the Poynter Institute. The new program is scaled to help more general managers and staff build and increase their digital competencies, develop and share best practices for achieving audience and revenue growth, and engage in cross-collaboration and mutual support.
Phase 2 of the Digital Transformation Program can accommodate up to 225 public media station leaders and their staff over the next three years.
The new program will be provided in two tracks – Fundamentals and Advanced.
Fundamentals Track
The nine-month virtual Fundamentals track will be offered to 150 stations, 50 each year for three years, that have not yet participated in a previous digital transformation program. For more information, please refer to the FAQ.
Advanced Track
A new six-month virtual Advanced track will be offered for 75 stations, 25 each year for three years. The Advanced track will be provided for “alumni” stations and personnel who previously completed a similar program (e.g., the first phase of the Digital Transformation Program, the Digital Culture Accelerator program or Poynter’s Table Stakes). For more information, please refer to the FAQ.
Data and Analytics Training
In addition, station leaders in both tracks will receive focused data and analytics training to advance their degree of data fluency, and capability to identify, engage, and monetize new and existing audiences.
Applications for the 2025 Fundamentals Track of the Digital Transformation Program are now closed.
Stations that have already completed a digital transformation program will be eligible to participate in the Advanced Track, with applications opening in January 2025.
Learn more about the new Digital Transformation Program
- CPB Press Release
- FAQs on the Fundamentals Track
- FAQs on the Advanced Track
- Digital Transformation Program Presentation
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Recording of the August 12th NETA Webinar
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