Digital Culture Transformation Program


Open to all applicants.


February 1, 2021

Request for Proposals

The Corporation for Public Broadcasting (“CPB”) seeks the services of an expert(s) (“Expert”) to work with a minimum of 75 and up to 100 public media stations’ and content production organizations’ (“Public Media Entities”) CEOs and/or their senior executive leadership teams to assist them in accelerating their digital culture transformation efforts at their respective entities in the wake of the COVID-19 pandemic and its impact on public media.

The economic impact of COVID-19 and its changes to consumer behaviors caused a shift in public media entities’ priorities and operating requirements. The heavier reliance on digital channels for content distribution, revenue generation, and audience engagement along with a corresponding spike in audience growth on digital platforms, created a heightened sense of urgency for digital culture transformation. The economic impact of the pandemic has also driven the rapid adoption of digital technologies and is forcing change in public media entities’ operations. Many of these entities are not completely prepared to capture the opportunity for the long term as they shift from triage mode to adaptation.

This new normal is a unique opportunity and impetus for public media CEOs and/or their senior executive leadership teams to adapt and reinvent themselves as digital leaders. By helping them lead more agile and resilient organizations and build digital dexterity across mission-based focal areas such as education, content-development, and journalism, these leaders will be able to impact the long-term unique value proposition of their public media entities in their local communities.

The Expert will design, develop, advise, and guide selected public media entity leaders through a performance and outcomes-based digital culture transformation program as measured against defined success metrics and criteria. The Expert will also assist CEOs and/or their senior executive leadership teams in adapting their organization’s culture, strategies, and technology in order to be able to lead a more agile and data-informed organization during the COVID recovery period and beyond. During the pre-launch period of three months, the Expert will work closely with CPB to develop a process by which public media entities will be selected for participation and onboarded into the program. In addition, the Expert must propose and develop a plan and approach that can be scaled to potentially serve greater numbers of public media entities in the next few years.

Please download the Request for Proposals below for detailed information, including application requirements.
PDF icon Request for Proposals258.1 KB

Application Procedure and General Questions:

Applicants must submit their Proposals through CPB’s electronic grants management system.
To gain access to the electronic grants management system, please send an email request to Flaka Krajkova, Project Manager, at, no later than Tuesday, January 26th, 2021 at 5:00pm ET. CPB will provide access to applicants within two business days. In your request, please provide your name, title, phone number, organization name, address and organization web address. If your organization already has an account within CPB’s electronic grants system, you must still request access to this specific RFP.

Once access is granted, respondents will be able to upload their narrative and cost proposals separately in the appropriate fields. Proposals are due Monday, February 1st, 2021 at 4:00 pm Eastern Time. CPB will not consider applications submitted after this time. All questions related to this RFP must be submitted in writing no later than Monday, January 25th, 2021 to Ms. Krajkova at the email address above. The questions and CPB’s responses will be posted on CPB’s website without attribution.

Budget and Proposal submission requirements:
• The Budget file must be submitted in excel format
• The Proposal file submitted in PDF format
• Each uploaded file must be less than 10Mb in size (10000Kb)
• File names may not contain any of the following special characters: ~ " # % & * : < > ? / \ { | }
• CPB requests that only one file be submitted in each upload area (budget, proposal). If needed, CPB will accept 2 submissions in each area

Deadline summary:
January 26, 2021 – Request access to the Grants Management System
January 25, 2021 – Submit questions
February 1, 2021 at 4:00 pm ET – Submit proposal