Goals and Objectives as adopted by the Board of Directors on June 4, 2012

As adopted by the Board of Directors on June 4, 2012.


The Corporation for Public Broadcasting is a private, nonprofit corporation created by Congress in 1967. The mission of CPB is outlined in the Public Broadcasting Act of 1967 (as amended). In brief, CPB’s mission is to facilitate the development of, and ensure universal access to, non-commercial high-quality programming and telecommunications services. It does this in conjunction with non-commercial educational telecommunications licensees across America.

The fundamental purpose of public service media is to provide programs and services that inform, enlighten, and enrich the public. CPB has particular responsibility to encourage the development of programming that involves creative risks and that addresses the needs of unserved and underserved audiences, particularly children and minorities.

CPB invests in programs and services that are educational, innovative, locally relevant, and reflect America's common values and cultural diversity. CPB acts as a guardian of the mission and purposes for which public broadcasting was established.

The Board of Directors established the Goals and Objectives to set CPB’s strategic direction. The Goals and Objectives, which are periodically reviewed and updated by the Board, are detailed on the following pages. They outline four broad areas of potential impact: Content and Services, Innovation, Leadership, and Support for Public Media.

These Goals and Objectives reflect what have been referred to as the “three D’s” – Digital, Diversity, and Dialogue. CPB supports innovation on digital platforms; content that is for, by and about diverse people; and services that foster dialogue between the American people and the public service media organizations that serve them.


GOAL: Promote an educated and informed civil society through high-quality content and services delivered across multiple platforms.

To achieve this Goal, CPB will pursue the following objectives:

A. Meet the educational, informational, and cultural needs of all of America by supporting the development and distribution of high-quality, noncommercial content and services, with particular attention to unserved, underserved, and diverse communities.

B. Support public media efforts to make available the information that citizens need in order to be active, participating members of our democratic society.

i. Help to inform citizens and foster civic engagement by supporting the creation and distribution of news and information content that promotes understanding of critical issues in a way that builds on public media’s role as a trusted provider of information and source for quality journalism.

ii. Support formal education and lifelong learning by investing in the development and delivery of educational content and services, with a particular emphasis on serving America’s children.

C. Support the editorial independence of stations and producers and support the production and delivery of content that is fair, accurate, balanced, objective and transparent.

D. Support stations in their role as essential local institutions. Ensure that communities are served by financially sound, effective, locally accountable, and legally compliant public service media providers. Encourage collaboration where useful and consolidation where necessary to accomplish this objective.


GOAL: Strengthen the quality of public media’s content and services, and expand audience reach, by supporting people, organizations, and projects with innovative ideas.

To achieve this Goal, CPB will pursue the following objectives:

A. Fund high-quality public service media content for all ethnicities, cultures, and ages. Working with public media stations and producers, make innovative use of technology, online distribution, and broadcast and multicast channels to reach audiences wherever and whenever they use media. Encourage effective collaboration among media organizations.

B. Provide public media organizations with tools they need to apply innovation effectively.

i. Support the development of legal, financial, production, operating, engagement and research models suitable for a digital age.

ii. Develop research tools to aid in the evaluation of public media’s use of innovative content creation and distribution methods.


GOAL: Foster the continuous improvement of leadership in public service media.

To achieve this Goal, CPB will pursue the following objectives:

A. Establish public service media as a leader in governance and community service. Develop initiatives to help stations and national organizations recruit highly capable, diverse community leaders to serve as board members who can guide their organizations effectively, ethically, and creatively and who can serve as successful advocates for public service media in their communities and represent public media’s interests nationally.

B. Foster a public media management corps that is diverse, capable and influential. Help public media organizations recruit, develop and promote diverse and highly qualified candidates for management positions from internal and external sources. Support projects that build the ability of public media’s leaders to harness innovation for greater public service and education.


GOAL: Increase the awareness of the American people about the essential contributions that public service media makes to society. Increase support for public service media among opinion leaders and funders.

To achieve this Goal, CPB will pursue the following objectives:

A. Increase the awareness of the growing importance of public service media in meeting the educational needs of the American people and as a news and information provider that informs the nation’s citizens about important local, national, and international issues in conformity with Goal I.

B. Develop new models of station-based community engagement and local and national outreach.

C. Increase financial support for stations by converting increased public awareness into greater community support.