PBS Aims To Make Local Content More 'National'

For the past few years, national media outlets from the New York Times to AOL have been trying to build greater hyperlocal presences. PBS is trying to go in a different direction as it prepares to unveil a site redesign and new iPad app this month.

It's also ensuring that all of its 354 member stations have the ability to reach a more national audience. Part of that plan involves expanding its already extensive video offerings to include more original content from its members. "Original local content like that should tie into the interests of PBS' wider national audience," said Paula Kerger, PBS' president and CEO, in an interview with paidContent. "That's something we've done for 40 years on television. The website relaunch will enable us to push people more aggressively into the individual station sites by serving as a larger portal that will send viewers great content, whether it's from their local PBS station or not." A number of the larger member stations have served as examples of what PBS is going to start expecting once the main site is revamped. In August, the New York-based PBS affiliate WNET's Thirteen.org struck an online video partnership offering up cultural news with journalism start-up Capital New York.