How can public media spur multi-platform engagement through a national TV channel? That's the challenge that was posed to the team developing WorldCompass.org, the companion website for the World TV channel, a news and documentary channel now available in parts of 32 states.
The World channel, originally called PBS World, was piloted in 2007 in the northeast U.S., putting PBS programs (mostly documentaries) that were still in rights on a 24-hour channel. The channel went national in 2007. In 2009, WGBH instigated an effort to turn the channel into a multimedia project that invited new voices to public media. (To date, the World channel has not conducted national ratings, although a plan to obtain national numbers is in the works.)
Funded by the Corporation for Public Broadcasting, the World channel is the result of a collaborative partnership. The channel is produced and distributed by WGBH Boston, WNET New York and American Public Television in association with PBS and the National Educational Telecommunications Association, which is more commonly known as NETA.
The website has a slightly different makeup of partners. WorldCompass.org is managed by WGBH, with American Public Television overseeing marketing and managing relationships with stations. The site has also pulled together a team of informal advisors from across the system to offer feedback on a multi-platform strategy.
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