Post Conference Audio, Video, and Supporting Materials

Below you'll see links to Soundcloud audio files and some embedded Voicebase video files. To get a complete list of the video files, go to and search for "ima 2012". This will bring up each recorded session and the transcript for each. Thank you, VoiceBase and SoundCloud!

Digital Management & Innovator Sessions

Technical Sessions

Key Notes

Digital Management and Innovators Track

Public Media Technical Developers Track


Session Details

(listed alphabetically)

Advanced Analytics: Concrete Case Studies to Improve Your Digital Effectiveness

Google Analytics version 5 is out, and it's packed with new features. You're paying attention to metrics, but you know there is so much more you can do. Where do you start? This session will provide detailed steps to implement several new features that will allow you to step up your analysis to drive real results. You'll learn how to use Google Analytics to increase revenue by comparing ad placements, grow your donor base by understanding user activity that leads up to conversion, and report key statistics and trends easily and professionally to your management through the new dashboard features. This session will take you through three detailed case studies. Each study will pair an expert explaining the purpose and implementation steps for a key feature of GA with a station describing their real life situation, their business challenge, the analysis performed, and how they improved results. It won't get any more concrete than this!

Connecting the Innovators in Pub Media

iMA is winding down. You've made great connections; you've learned a lot; you're committed to trying some new things at home – so, how do you keep that momentum going? How do you avoid slipping back into the routine just to get caught up again? iMA and a number of digital innovators in the industry are working to form a network of industry professionals who want to keep the collaborative spirit alive by establishing group of public media progressives who will connect virtually and using whatever tools make sense. Collectively we are stronger, so we'd like your help and ideas in building a network that is right for pub media.

Come hear about current progress and share your thoughts about how to keep the spirit of digital innovation alive long past iMA. And then relax and enjoy the company of your colleagues over a cold one, compliments of iMA!

Confessions from the Platform Agnostics

More and more, instead of pitching a film, a radio piece or a program, producers are letting the story dictate what platforms they will use.  AIR, with its legacy of producer-driven initiatives (MQ2 and Localore) accelerating the shift across public media platforms, leads this discussion with multimedia producers and transmedia leaders, selected to inspire IMA attendees to "go outside" of their standard storytelling approaches.

Cool Tools for Digital Content

You may just be figuring out podcasting or building the next great transmedia mash-up (or probably somewhere in between), but along the way you've picked up tricks and scars.  This is not a presentation, so join the conversation if you want or have advice on integrating social media, cloud hosting, all kinds of *aaS, html5 polyfills and boilerplate, jPlayers, video hosting, mobile apps, responsive design.  Come share in the best of what tools and tech get the digital job done.

CRM: Dragging our Membership Databases into the 21st Century

We’re well into the 21st century, but many of our membership databases are legacy products from the last century. We’ve added online fundraising tools on top of our membership databases, with mixed results. But as our audience/members/users have become savvier with e-commerce, can we afford to continue to use non-profit fundraising tools that were built or implemented on a shoestring? What can we learn from for-profit CRM (customer relationship management) models and cloud-based tools like Salesforce without selling our non-profit soul? What can we, as digital media professionals, do to drag our membership tools into the 21st century and meet our audience’s/members’/users’ expectations in their online and offline interactions with us? In this session, we’ll find out what some public media stations are doing with new CRM tools, and explore models for adoption and implementation. 

Digital Radio's Impact and Our Audience

Join NPR, Pandora and Tune-in as we discuss how the 'listening' audience is shifting behavior and platforms.  What does this mean for stations and content producers and the future? Each of the panelists will share their perspective on the marketplace and how they intend to meet the needs of the audience and grow their business model. Don’t miss this opportunity to see a picture of the full digital audio landscape and better understand how public radio fits into the mix.

Django Jam Session: Developer's Clinic

The Django Developer Session is a summit for those who dare to play with a snakes. Here's a chance to join with fellow pythonistas and djangofarians and share our best discoveries and painful lessons. Do you have a favorite package? Bring it!  Are you proud of a custom widget? Show it off! Have you stretched django in unexplored directions? Yea, we want to see it. And if the word Django only reminds you of Belgian gypsy jazz, we've got a lot to show you.  

Drupal Developers Unite! Inaugural Pub Media Drupal Developer's Clinic

Drupal is an open source content management system that is used by numerous public media organizations, including Chicago Public Radio, Minnesota Public Radio, New Hampshire Public Radio, NPR, PBS, PRI, WGBH, Wisconsin Public Radio, and many others! We are creating useful code and we have an unprecedented opportunity to share the wealth! We have designed this working session to be a place for those who have been using Drupal to share what we've learned. All Drupal developers, designers, themers, hackers, geeks, and open source enthusiasts are welcome. In this session we will share code, resources, best practices, and cautionary tales. Be prepared to roll up your sleeves, dig in, and analyze the potential of Drupal-related collaboration for our industry. If you want to learn from the wealth of Drupal knowledge in public media, this session is for you!

How do you excite 170 Million Americans?

Using the power of social media to save public broadcasting

170 Million Americans connect through 368 public televison stations, 934 public radio stations, hundreds of online public media services, in person events and activities -- more than half of the U.S. population. What does it take to get that audience to call Congress when funding for public broadcasting is threatened.

We will start with an overview of 170 Million Americans for Public Broadcasting - - an unprecedented effort to tap into the grassroots advocacy power of public broadcasting supporters. We'll discuss the challenges involved in coordinating hundreds of partner stations and hundreds of thousands of advocates in a campaign that went to scale in a matter of weeks. Then we'll transition into an ideation session where you give us feedback and suggestions to sustain the 170 Million Americans effort.

How effective IS your online engagement?

Most of us are sharing information online.  Whether listing program information on a website, using Facebook or Twitter, or connecting with the audience through blogs, online presence has become a primary channel for connecting with audiences.

But have you ever wondered whether your online engagement efforts are working?  And if so, how well? This workshop will help you measure the impact of your online efforts.  

Using the materials from the CPB produced Social Media Handbook and the processes defined in the IBM Strategic Use of Social Media project, NCME will guide you through the process of evaluating the effectiveness of your station’s online engagement efforts.  We will help you define goals, target the right tools, establish a measurement process, and analyze your findings.

HTML5 for Media Makers

As public media transitions to the open web for distribution, media makers require new tools to publish their content. <a href="">Bocoup</a>'s  <a href=""> Boaz Sender </a> will talk through the HTML5 toolchain step by step, and move on to focus on HTML5 media; Audio and Video, and how to use <a href="">Popcorn.js</a> to create rich, interactive, open web content delivery strategies.

Innovating Public Media Politics

We often think of innovation only in terms of technology and business models. But one of the areas in which public media most desperately needs to innovate is in its approach to politics. For years, public media makers have been kicked around in Washington, and their funding seems constantly under threat. At a moment when public media are needed more than ever, they are in the greatest jeopardy. But it shouldn't be this way. Public media are vastly popular, with a committed group of viewers, listeners and supporters that number in the tens of millions. Public media is a winning issue, but we've been taking a losing approach. It's time to innovate, change our approach to Washington and politics, and tap into the broad public support for public media. This presentation would make the case for innovating public media politics and present some lessons from the recent fights in Washington around PBS and NPR, as well as what public media could learn from other causes and movements.

Is Pub Media Ready for Our Mobile Audience?

Gartner predicts smartphones and tablets will represent 90% of net-new growth in device adoption over the next four years, with an astounding projected growth from 17.6 million tablets in 2011 to 326.3 million tablets in 2012. Forrester predicts American adoption of smartphones will surpass 50% in 2012 (we hit 40% in 2011). 25% of smartphone users go on-line mostly via their phone, and 9% of Americans have sent a charitable donation via text (Pew). These massive growth statistics have led research firms to recommend a mobile first approach to all new application development.

The question then is whether public media is positioning itself to be there for consumers as their mobile devices become an indispensible part of their daily life for listening to music and watching video, for getting news and finding events, for engaging with their communities and making spontaneous giving decisions. Is public media there for them? Will we be?

The iMA Conference will kick off with this eye opening session describing the larger consumer trends, predictions, and analysis in the mobility landscape as shared by Allen Weiner, VP of Research for Gartner in the Media Industry. Jacobs Media will then reveal how well public media is currently positioned for that future by sharing the results of the iMA Mobile Strategies Research project. Come find out where we stand as an industry and recommendations for where we need to focus.

Is There an App for That? Diversity and Innovation in the Digital Age

We all know that technology has fundamentally changed the way that media is produced, distributed and consumed. The fragmentation of audiences is no longer the Brave New World. It is ubiquitous to the ecosystem in which we operate. But public media’s core mission to reach and serve diverse and underserved audiences remains constant. How do we harness technology in this fragmented media environment to achieve our diversity goals both in programming and in how we do business? Join CPB and a panel of thought leaders to examine how public media is responding to an increasingly diverse America. 

I've Got a Key to Your API, Now What?

Join PBS’ Tom Crenshaw and NPR’s Javaun Moradi for a discussion on the PBS and NPR APIs. They’ll demonstrate how radio, television and dual-licensee stations can leverage the PBS and NPR APIs to innovate and build audience on their websites, mobile devices, and beyond. Tom and Javaun will cover retrieving API content for use on station sites, putting station content into our APIs for reuse elsewhere, and finding station information based on location or call letters. They'll share their ideas on where the public media APIs are headed, and they look forward to hearing your questions, feedback, and pain points.

Although technical in nature, attendees do not need to have a technical background to benefit from this presentation. Tom and Javaun will be talking about APIs, XML, JSON, and REST but because they are product guys, the panel won’t get too geeky (OK, maybe it will a little, but it’ll all make sense, we promise).

Knight Foundation and PRX Discuss the Public Media Accelerator - an innovation investment Fund

Public media faces challenges to its structure, business model, and relevance to new audiences. But the challenges are coming at a time of great opportunity as well. Mission-driven entrepreneurs - both inside and outside the system - are developing the next generation of tools and services that can enhance access, engagement, and monetization for pbulic media. We can overcome public media's innovation and talent gap by becoming a magnet for these efforts.

Don't miss this opportunity to hear Jake Shapiro, CEO of PRX, and John Bracken, Director of Media Innovation at Knight Foundation, lead us through the vision and goals of the Public Media Accelerator, an investment fund to catalyze innovation.  Bring your questions, comments ... and elevator pitches. 

Lessons from ARGO (or Winning at News Without Spending Millions)

NPR's Project Argo is wrapping up its two-year pilot phase after demonstrating how public media can quickly establish authority and build engagement and audience with few resources. Now stations and NPR share successes, tips and tricks to create your own Argo site – without breaking the bank. You'll learn what qualities to look for in a "Rock Star Blogger", how one person can compete with an entire metro newspaper, and how you can get started with an Argo site.

Mobile: First Step or Next Step? There's Something for Everyone

Just the word "mobile" encompasses a constellation of issues: mobile-only content/services, design, revenue, metrics, etc. And then there's the technology: app versus browser, iPhone versus Android, handheld versus tablet. Come hear successful case studies from stations who have jumped into the fray. Case Study: Mobile Browser vs App - Optimizing targeted station features for the mobile experience. Case study: iPad Hybrid App - iPad strategies and using a blend of web and native iOS functionality. Case Study: Beyond the Station App - Experiments with custom apps that go beyond current station content and services.

Moving from Broadcast to Multi-Platform

Rhonda Holt, SVP Turner Broadcasting Systems

Turner Broadcasting System creates and programs branded news; entertainment; animation and young adult; and sports media environments on television and digital platforms in more than 200 countries for consumers around the world.  A leader in the TV Everywhere revolution, Turner’s blazing a trail to make its content available for consumers whenever and wherever they want it, across multiple platforms and devices. Turner’s Audience Multi-Platform Technologies organization is fueling the company’s TV Everywhere revolution, developing innovative technologies and data solutions to meet consumers rapidly changing needs.

Join Rhonda Holt, Senior Vice President, Audience Multi-platform Technologies for Turner Broadcasting System, for an engaging dialog about Turner’s evolution from television broadcasting to include a broad array of digital platforms. She’ll share insight into the challenges and obstacles Turner has overcome. And, she’ll discuss the exciting opportunities Turner is embracing as it boldly innovates for continued audience engagement and growth.

NPR CEO and President Gary Knell

NPR President and CEO, Gary Knell, will give his first address to the public media industry since taking the helm at NPR in December. Prior to NPR, Knell spearheaded digital innovation at Sesame Workshop. He is driven by mission and inspired by the power of public media to educate. With keen interest and experience in leading a public media brand in the digital space, he brings vision and leadership to NPR at a critical time. Knell will provide updates from NPR's recent digital innovations and share plans to strengthen connections between listeners, stations, and the public media community.

Pledge Your Support for Mobile

Public Radio and Television Stations require mobile device users to wear out their thumbs in order to donate, pledge support or become a member of their station. No one likes filling out a long form on their phone, yet public media continues to ask us do so. As a group can we work together to identify better strategies and techniques?

We'll open this hands on working session with a brief discussion about the challenges and opportunities public media organizations are presented with when asking for people to pledge support while on the go.

Bring your paper and pencil to this session, because after our discussion we'll break up into small groups where each facilitator will lead a hands on project related to mobile pledging. We'll work together to identify new solutions, techniques and interfaces for creating relationships with users of mobile devices. We'll then bring the groups back together and present our work, using it to help guide our wrap up of the session.

Sharing the Best of Wordpress with Pub Media Colleagues: Wordpress Developer's Clinic

Does your station use Wordpress to manage its' website? Have you considered a move to Wordpress and want to find out more? This session is designed for Wordpress users, developers, and enthusiasts to come together and share their useful, intuitive ways to get the most out of Wordpress for their station. Learn how other stations are using Wordpress in unique ways to improve their web presence, streamline updating, and change the way they use the web! Come share your tips and tricks with other stations, learn and discuss best practices, and find new colleagues to help you maximize Wordpress' capabilities. This clinic will give you a hands on introduction to creating a Wordpress site, managing users, developing plugins, creating your own custom content types, selecting and customizing themes, and other advanced topics.

Supporting Your Digital Strategy Without Reinventing The Wheel: Working With National Partners (Or Not)

NPR Digital Services. Station Bento. COVE. WordPress. Home Grown CMS. The options for managing content are limitless, but resources aren’t. How do you make the most of the tools – and the content – created by national organizations while maintaining your local brand? How do you decide whether to use a network tool or strike out on your own? If you are a joint licensee, how do you make all of these things work together? 

Ten Things Pub Media Can Learn from Silicon Valley

Great content. Limited staff and resources. Business model evolving faster than your capacity for change. Sound familiar? to thrive in the future, we need to think of ourselves as startups. Learn how to create a culture of innovation and change at your organization by embracing business disruption and learning lessons from Apple, Google, Twitter, Zappos, and more.

Tomorrow TV: The Future of Online Video

Social, Interactive, Immersive. These are the words often used to describe the future of television in a connected world. In this session, we will look at some groundbreaking new technologies on the cutting edge of online video being developed by, or adopted for, public media. We will demo such video applications as OVEE, the Online Video Engagement System, the first social screening platform that works with PBS Video (COVE) being developed by ITVS; UniversalSubtitles, a free and open source captioning and subtitling solution used by PBS NewsHour; and Condition One, a new immersive video experience created for tablet devices, as well as other innovative projects being implemented by stations. 

What's Your Digital Strategy Elevator Pitch?

Quick. You're in an elevator, door opens, and your new Board Chair comes and stands beside you. Opportunity. What's your digital strategy elevator pitch? How can you sell it? Why is investment and understanding of digital media important? What does your station look like in the future? How does it need to adapt/change and if it can't change, what will the future hold?

Come and join this roll-up-your-sleeves interactive session where we'll create digital strategy elevator pitches for you to steal, swap, and merge for your own needs.

Women Lead: Public Media in the 21st Century

Find out how women are transforming the landscape of public media innovation, audience engagement and new forms of storytelling. This panel presents women as innovators and collaborators and will examine how multiple stories told through both traditional and digital media can work in concert to illuminate issues, create sustained, global conversations and invite the public to get involved. We do this by showcasing expertise and leadership "in action" through an interactive format that will include conversation on important new projects currently in production, and led by some of public media's top women producers. The panel will be facilitated by Maria Hinojosa, managing editor and host of NPR's LATINO USA. 

This panel is sponsored by WOMEN AND GIRLS LEAD – an unprecedented campaign that activates public television and radio producers, social media strategists, interactive and game designers, and multiple NGO partners committed to affecting change for women and girls around the world. Watch, listen and interact with a variety of content created for this campaign and hear from some of the leading women in their field about their experiences working in a 21st Century media environment.