CPB invests in digital innovation to help transform the public media system to a digital-first, audience-centric approach, which is vital to public media's success in meeting the needs of users in a multiplatform media landscape.
Building on the success of the first Digital Transformation Program, CPB is accelerating its efforts to make digital transformation more widespread in public media by supporting Phase 2 of the Digital Transformation Program, developed and delivered by the Poynter Institute in conjunction with CPB. The program helps public media general managers and staff build and increase their digital competencies, develop and share best practices for achieving audience and revenue growth, and engage in cross-collaboration and mutual support. In addition, station leaders receive focused data and analytics training to advance their degree of data fluency, and capability to identify, engage, and monetize new and existing audiences.
Phase 2 is training up to 225 public media station leaders and their staff over three years in two separate tracks.
Fundamentals Track
The nine-month virtual Fundamentals track is being offered to 150 stations, 50 each year for three years, that have not yet participated in a previous digital transformation program.
Advanced Track
A six-month virtual Advanced track is being offered to 75 stations, 25 each year for three years. The Advanced track will be provided for “alumni” stations and personnel who previously completed a similar program (e.g., the first phase of the Digital Transformation Program, the Digital Culture Accelerator program or Poynter's Table Stakes).