Schedule - Full Conference 

March 6, 2013: 7:30 a.m. - 10:00 p.m.

March 7, 2013: 7:30 a.m. - 8:00 p.m.

*The Executive Summit is held on March 7, 2013

Jump to: General Sessions   Executive Sessions   Technical Track   Digital Management & Innovators Track Session Descriptions

At-A-Glance and Detailed Agenda

Theme: Keeping the Focus on Public Service

What differentiates public media from commercial media is our mission to serve the public. If we keep our public service mission in the forefront for all the decisions we make, both tactical and strategic, it will always help drive the right decisions. "Focusing on Public Service" is the umbrella theme for iMA 2013 with four sub-themes further focusing all sessions:

  • Multiplatform World
  • Constituent Relationship Management
  • Diversity
  • Strategic Community Engagement

The sessions will be broken into tracks for the technical community, digital management and innovators, and executives as described below.


General / Key Note Sessions

Breaking Down Barriers:  The Public Media Platform

There’s a new org in town...  Built upon years of planning and piloting the Public Media Platform is a groundbreaking initiative whose goal is to create easy and new ways for all of #pubmedia to deliver the best of what we do to the public. Join the founding members of the Public Media Platform for an in-depth discussion about why this effort, happening now, will create new possibilities for innovation and collaboration for all of us.

Moderator: Kristin Calhoun, PMP, Inc.

PMP Founding Members Panel: Kinsey Wilson, NPR; Jason Seiken, PBS; Cory Zanin, PRI; Dave Kansas, APM; Kerri Hoffman, PRX



So, Who Goes First?


The curve of American demography is moving away from public television and public radio's traditional base. The implications for audience, sustainability, workforce and relevance are statistically evident.  The solutions are not. Public media needs to have organizations that must fit into the new American context. What do these organizations look like, how do they serve audiences that have not connected to us and how do we evolve the case for our position in the American media ecosystem? There are public media organizations answering these questions and experiencing success, and they want to share their progress with you. This is a conversation that will look forward in developing and enjoying deeper ties to a broader cross section our communities. 


David Shing, AOL Digital Prophet


Lunch, March 7.

Digital Revenue Generation: Success Stories and Realities Outside of Public Media

Everyone at iMA has some grasp of the changing landscape and growing emphasis on digital. Exactly how and when we’ll hit a tipping point is still unknown, but the $64,000 question always surrounds generating revenue on digital platforms. The answers are not yet clear, but there are organizations experiencing success.  This is your opportunity to learn from some of the leading players in working in paywalls, digital membership models, events, new forms of sponsorship, business to business, and other forms of revenue.

Speakers: David Brancaccio, Marketplace; Paul Smurl, NYT; Evan Smith, Texas Tribune; David Gehring, Google

Vinnie Curren, Executive Vice President and COO, Corporation for Public Broadcasting

Vinnie shared thoughts about the 3Ds at CPB: Digital, Diversity, and Discussion. He also shared some ideas about managing change as our industry evolves and recommended the following resources:

  • John Kotter
    • Book: Leading Change (Amazon)
    • Harvard Business Review
      • John Kotter, Accelerating Change (powerpoint)
      • John Kotter Classics Collection (books)
  • Robert Cialdini
    • Book: Influence: The Psychology of Persuasion (Amazon)
    • Book: Influence: Science and Practice (Amazon)
  • Charles Dwyer
    • Book: Shifting Sources of Power and Influence (Amazon)

Breakout Sessions

Session Details


OVEE In Depth

iMA believes wholeheartedly that public media should be a leader in public service through media. The OVEE tool, developed by ITVS and through funding from CPB, is an example of our potential. OVEE is a new social screening platform for watching your favorite PBS and local public television programs together, from anywhere, on demand. This tool is one of a kind and allows traditional film screenings to be done online. The features of the application allow you to interact with the others in the audience, the producer, and the actors. You can cry or get angry. You can invite your friends on the spot through Facebook. Join this session to see how public media innovators have already rolled out OVEE and some in depth training on using the free tool.

The Evolution of a Mobile Strategy

In evolutionary terms, two years is barely a nanosecond. But in the digital world, and specifically mobile tech, two years is enough time to see the rise and fall of an entire technology species. This session reunites members of various mobile-themed panels from the last two years to talk about how their strategies have evolved, adapted and survived since they last presented. Hear stories of successes, near-misses and lessons learned that will help you shape your own mobile strategy. 

Non-Broadcast Video for Broadcasters

Posting full-length broadcast video to the Web is a good start, but what's next? How can stations make the most of video as a storytelling tool? What are the elements of a successful Web-only video? What kind of equipment and staffing and talent do you need? This session is for all stations interested in learning how to produce video for the web - tv, joint licensee, and radio.

Metric Soup for the Mission Driven Soul

Swimming in data but unsure which metrics prove your impact?  Are you searching for the right recipe to help measure your online and in-person engagement success?  Join NCME for a session with your public media peers that are pioneering creative ways to measure their engagement. You'll walk away from this session with a refined sense of goal setting and how to measure your work and a ultimately put you on a path to becoming a more engaged and measurable institution.

Defining Success and Strategic Investment in new Social Media Channels

The social media landscape contains great opportunities for new kinds of engagement with our audience. However, with new opportunities popping up, where should Public Media spend our limited resources? Members of NPR’s Social Media Team, as well as members of the NPR Digital Services Editorial team will talk about how we decide what platforms on which to invest our resources and how we define success. We’ll talk about what is an experimental foray onto a new platform, and what is a place to which we want to make a full commitment. We’ll provide insights from our experiences and give attendees the tools to define, track, and trumpet their own successes. And we'll then apply these principles in a TV and radio station environment to see how they can be adapted in practical ways. 

Bike Tour! Inside KUT and AIR's Austin Music Map 

Experience the power of Austin’s musical underbelly by bicycle. AIR Lead Producer Delaney Hall leads a group of adventuresome cyclists to musical outposts featured in the map’s immersive documentary site (, developed with interactive storytelling team Zeega for AIR’s Localore initiative. Meet scene-makers and explore interactive storytelling at venues such as the White Horse and Esquina Tango. The tour is free, but space is limited.  Sign up today at

Using CRM to Drive a Targeted Membership Revenue Engine

Generating revenue and identifying cost savings are the business of all public media professionals, and those of you focused on digital solutions can have a significant impact on both by embracing Constituent Relationship Management. In this session, we'll drill down into the CRM opportunities that can substantially grow revenue and generate savings by funneling data from across the organization into membership and fundraising. We'll hear from those who have seen significant gains in their online pledge performance. You'll see how to significantly reduce costs by automating some aspects of your customer service. We'll show how your marketing efforts can be greatly enhanced and facilitated through CRM data sharing. And finally, we'll have a frank discussion about the cultural challenges of data transparency across departments, from Development’s fears about donor privacy to other departments’ concerns about the use of user data in the fundraising effort.

Understanding and Navigating the Aggregator Space 

Without question, ubiquitous Internet connectivity across platforms, including mobile devices has become the primary method of content consumption today. But one may not realize is the critical role aggregation has played in this model and how it's shaping the behaviors of the next generation of consumers. At the very core, aggregation requires content from a variety of good sources to stay relevant and therein lay the complexities. Content aggregators (audio, text, video, and others) have existed for quite some time, but with groundbreaking technological advances the most recent market leaders are going everywhere! With millions of public media "listeners" now engaging in content through aggregators apps on their computers, mobile devices, in their cars, and even on their home entertainment systems, this new space provides interesting partnership opportunities for public media content creators and distributors. While there are still many questions around the value aggregators can present to public media and how to create an effective business model around it, this session will begin to explore a basic framework for approaching aggregators and some navigation tips from early adopters in public media. 

Moving Beyond the Website for Audience Growth and Improved Content Distribution

Stop me if you've heard this one: A web site walks into a bar and says, “Can I get a mobile-friendly, over-the-top, second-screen, multi-platform distribution strategy on the rocks?” The bartenders replies, “Not with that data model!” Ah, nerd humor. For the rest of us, how about a session on the importance of looking beyond the web site and into the crystal ball of how online users are going to consume content in the near future. During this session, we will use all those terms you love to loathe: APIs, data models, taxonomy, tags, web services, and many more. But this isn’t a nerd panel for nerds (not that there's anything wrong with that); this is an introduction to the future of content distribution, and why you need to build it into your business model today.

Building Blocks of a Successful Digital Strategy

Does the question "What's your digital strategy?" often feel like asking "What is the key to happiness?"  If so, we feel your pain.  Thoughtfully planning and implementing your station's digital strategy requires more than a plan on paper.  What are the building blocks that drive decision making and adoption both internally and externally?  How finely or broadly should we consider the details and how often should they be changed?  Come hear how a few stations have tackled these very questions and how to turn your station's digital strategy mojo around.

There Is No Easy Button

Session Presentation

So you’ve got your fancy new Content Management System (CMS) and you’re ready to build your new site (or migrate your old one). Just because you have a new tool with all sorts of fancy features doesn’t mean your website is going to be great. Your CMS is not magic. You need plan. A plan that will help you take a step back and decide what is really important and then formulate a plan for how to move forward. In this session we will walk through a specific case study that demonstrates how one public media station is doing just that. With limited resources they are serving their community in the most effective way possible through the implementation of these tactics and tools.

Right Candidate + Right Position = WIN! Wrong Candidate + Right Position = FAIL!

In an ever competitive landscape, finding the right mixture of personality, talent, drive, professional maturity and affordability is a difficult proposition when recruiting technical talent. As media companies, both public and private, begin to focus their energy on online distribution models, the competition for the right people will heat up. For the most part, the individuals that have followed a more software focused career path have very different workflow and cultural backgrounds. Hiring top talent with this specialty requires employing new strategies and John and Thomas are here to help you wade through these new waters.  During this session, they will discuss the strategies for hiring software engineers, QA testers, online producers and all of the other positions required to move from the web to the fully interactive software development team necessary in this new landscape.



Public Media and the Cloud: Whose infrastructure are we using in the future?

“Getting on the Cloud” is all the rage and with good reason, but there are many options and risks when going down this path. This session will provide an understanding of what “the cloud” is, the diversity of options, what problems cloud hosting helps address, and what challenges it creates. With the right analysis and planning, much of the risk can be mitigated. Come hear from this experienced bunch on their successes and the failures you can avoid. They will also pose a question worth considering about cloud hosting needs across the industry and the potential for collective economies of scale.

The CMS Dilemma Part I: Strategic Content Management in the Era of Bento and Core Publisher

Presentation Files

Is there a strategic approach to content management that best serves the needs of local stations, our networks, and most importantly our users and communities? During this two-part session we’ll be doing some heavy lifting to develop a roadmap for content management at your station and beyond.  During the first hour, we’ll review a Brief History of the CMS, and how considerations about content management have shifted from publishing web pages to distribution across diverse platforms and services. We’ll then ask you to contribute your challenges, frustrations, and insights, and compile a set of shared definitions and requirements for online content management.  During the second hour, we'll address the topics raised in the first part and look for solutions with our panelists from NPR Digital Services and PBS Interactive.

The CMS Dilemma Part II

This is the second hour where our panelists will cover how Bento, Core Publisher, and other existing and future platforms fit the requirements defined in the first hour. We will attempt to find answers about best use of the new platforms in the diverse public media ecosystem, and to arrive at a consensus on a strategic approach to website content management in an era of rapid change, increasing demands, and limited resources.

Wordpress, Drupal, and APIs, Oh My! 

Did you know that almost every web publishing platform (WordPress, Drupal, DjangoCMS, etc) has the capability to expose an API that makes your content available to the hungry masses? It just takes decoupling your content from the presentation layer (i.e., your website) to instantly improve user engagement. During this session, we will discuss not only the plugins, templates, add-ons, widgets and snippets available to turn your web publishing efforts into distribution wins, but also how you can leverage your daily tools to accomplish these feats of technical prowess. With little to no development effort, everything from RSS feeds to full-blown RESTful JSON APIs can make your content consumable.

Preserving Public Media: Create Once, Access Forever

Media formats and technologies are changing faster than ever. We produce great content, but how do we make it findable, accessible, and usable next year, next decade, or next century? Good archival practices aren’t just a dream; we really can do this! During this session, we’ll present projects showing what can be done with a little collaboration, the right tools, and a vision to make public media last forever. Jack Brighton from Illinois Public Media will summarize the Archival Dilemma we all face in managing digital content over time. Anne Wootton and Bailey Smith from the Pop Up Archive, recipient of a 2012 Knight News Challenge grant, will demonstrate how they are using web services and the Internet Archive to make media content searchable, reusable, and shareable, without requiring technical expertise or big resources. John Passmore from WNYC will describe an automated archives-to-web workflow that not only creates easy on-line access to the station’s history, but also fully integrates archival audio with current trends and stories, creating a richer experience for listeners. Karen Cariani will present the WGBH Open Vault, developed to allow public media to live and breathe on the Internet forever (or the next 50 years, whichever comes first), and the next phase of archival development under way at WGBH. People who attend this session will walk away with new insights and practical strategies for making their content accessible, usable, and persistent in a world of rapid technology change.

Responsive Web Design: Make Your Website Work for Everyone

During the relatively short history of web design, we’ve seen a number of trends and conventions come and go. But the publication of Ethan Marcotte’s visionary A List Apart article “Responsive Web Design,” coinciding with the explosion of tablets and smart phones, marks a watershed moment. With a few simple design techniques, we can build websites that work brilliantly on desktops, tablets, phones, and the increasing number of other devices and  displays hitting our sites. We can vastly improve the user experience across all devices and screen resolutions, while making our jobs easier. During this session, public media pioneers in responsive web design will walk through the fundamentals, and tell the stories of their own site redevelopment using responsive design principles. You will walk away with working knowledge of how to build a responsive site, along with resources to guide you along the way.

If You Attend this Session You Will Get Free Software (Seriously)

Have you ever wished you could eat caviar on a PB&J budget? Buy a Porsche from a disgruntled wife for $100?  Well, not everyone eats caviar, and the Porsche story is an urban legend, but who doesn't like low-cost (even FREE!) solutions to everyday problems. And happily, many top names in the software industry offer non-profit and educational licenses for pennies on the dollar compared to their retail license fees. This is in addition to well-known and lesser-known open-source solutions, such as WordPress and Drupal.  We will be discussing our favorite solutions, how to obtain the much-coveted licenses and sharing how we have implemented these solutions. But wait; there’s more. We will also talk about open-source solutions developed by other public-media organizations that might just solve a problem you are working on right now.  All this and you don’t even need a Torrent client to get the "warez."

OpenBento Build-a-thon

No matter your digital background, this collaborative Build It session has something for everyone. Team up to pitch and build your own modules to be included in PBS Interactive’s latest station product, Bento. Built in collaboration with stations, Bento is a suite of easy to use tools, which stations can use to create complete web sites or augment existing sites. Bento is Django based, but supports simple HTML, and it is fully integrated into Merlin and COVE. 

Drawing Out the Numbers: Visualize Your Data for Stronger Fundraising and Journalism

Come hear from others in and around public media who are using data to enhance their storytelling and stewardship. The data is everywhere and much of it is free--or already in-house, it’s just a matter of making it meaningful and contextual for your audience. Visual thinkers from inside and outside of public media are taking data sources available to everyone and enhancing their storytelling on the web and in the annual report.

Lessons from the CRM Implementation Frontier

As with anything, the greater the reward, the more challenging the journey. And so it is with Constituent Relationship Management or CRM. CRM may just be the organizational transformation that elevates public media to a competitive status, but the implementation journey is complex and full of obstacles. Fortunately, you have the opportunity to learn from those who have truly been on the bleeding edge and have paved the way. Come learn lessons from the CRM frontier in public media. Yes, some are technical, but others will surprise you. These folks have experienced it and are coming out successfully on the other side where they are beginning to see the great benefits and a very different looking organization. 

7 Minute Spotlight from DEI's YPpubmedia & Innovators Party

This session gets to the point. Four emerging public media professionals will take the stage to share their ideas and voice their talents.  Each presenter will have just 7 minutes in the spotlight to get their point across.  This fast-paced event is the perfect bite-sized opportunity to gain knowledge, get exposed to new ideas, and get to know some impressive emerging professionals.  The session's audience and discussion forum will be open to all conference attendees on the last night of the conference and will be followed by a happy hour event.



Digital Revenue Generation: Success Stories and Realities Outside of Public Media

Everyone at iMA has some grasp of the changing landscape and growing emphasis on digital. Exactly how and when we’ll hit a tipping point are still unknown, but the $64,000 question always surrounds generating revenue on digital platforms. The answers are not yet clear, but there are organizations experiencing success. You’ll hear these digital revenue stories on the big stage during iMA, but you’ll then have the privilege of a deeper conversation with these executives and a chance to discuss ideas with your colleagues.  This is your opportunity to learn from an industry leading news brand; to hear from the biggest of television brand about their approach to digital and their envisioned future; to understand the methodology behind a successfully sustained digital start up news organization; and to hear from your peers about their digital revenue experiments.

Fulfilling Our Mission (and Generating Revenue) Starts in the Community

Engagement has become a trendy word on the verge of overuse. Everyone talks about it; everyone agrees it’s the right thing to do; and everyone thinks they’re doing it.  But do we have the same understanding of strategic community engagement for public media? Actively connecting with the community you serve guides your priorities, fulfills your mission, and drives revenue. This moderated session will describe success stories at KLRU in Austin and WDET in Detroit as they embraced being a part of the community. Their rewards have come in real mission success, audience and membership growth, revenue generation, and laser focused strategic prioritization. 

Embracing the creative enthusiasm of our young digital talent to solve station challenges

Are you worried about keeping your bright young talent motivated and excited about a career in public media? Do you wish you had their energy, enthusiasm, and comfort level with all things digital? We talk a lot about diversifying our content and audience, but some of it starts with embracing a diverse workforce and giving our younger staff a voice. This workshop will pair executives and digital millennials working together to solve real public media challenges. You’ll have the opportunity to share some of the real business problems driving decisions at the executive level and learn the unrestricted views and ideas of our brightest young professionals – in a safe environment. Who knows? Maybe we’ll find your next young executive in this crowd! 

The Numbers Don't Lie: CRM is Our Future Operating Model

Future success in public media requires that organizations have a holistic understanding of their constituents. The number of systems and databases and processes in place in a typical public media organization perpetuates the silo effect, limits knowledge sharing, and constrains our ability to optimize our services. Fully understanding all points of interaction with constituents in membership, development, underwriting, digital content, volunteers, community events, and marketing opens up unlimited possibilities for things like cross promotion, customized content, targeted underwriting, membership invitations, and donation suggestions. A holistic view of our constituents will allow public media to grow our business significantly. There is a compelling business case among the few stations that have embarked on this journey. Come hear APM and WGBH explain why they know CRM is key to their future success.