DETROIT EDUCATIONAL TELEVISION FOUNDATION WTVS-CHANNEL 56 IN DETR

As Michigan’s only community-licensed PBS station, DPTV is uniquely positioned to cultivate regional unity through local programming and events. DPTV is committed to engaging with audience and members through broadcast television, radio, social media, and streaming in order to deliver content and facilitate engagement on multiple platforms. Community engagement is at the core of DPTV’s strategy and is reflected in the following 10+ year key goals and objectives:

• Detroit PBS KIDS is the framework for every PBS station in the country
• DPTV is the leading journalism and community engagement hub in Southeast Michigan
• DPTV is the most trusted media brand in Southeast Michigan
• Financial sustainability through diversified revenue streams with membership representing 10% of viewers and listeners; earned revenue producing 20% of total revenue; and a $50M endowment.

Each of our goals has a specific strategy and action plan for success. It starts with a champion for each of the goals, each a senior manager in the organization, with regular oversight by our Board of Trustees.

Detroit PBS KIDS will expand on-the ground services geographically across Wayne, Oakland, and Macomb counties – and then to the larger DPTV viewing area codifying the model of community engagement and building partnerships in communities to leverage PBS Assets for early childhood learning. We will seek State support in the expansion of the model across Michigan in partnership with other PBS Stations, positioning the initiative to become the PBS benchmark and framework for every PBS station in the country.

To become the leading journalism and community engagement hub in Southeast Michigan, we will leverage broadcast, radio, podcasts, social networks, online, and on demand to address key local, regional and national issues. We will take a broader view of One Detroit, enabling the team to build on current platforms in public affairs and community engagement (One Detroit, American Black Journalism); environmental issues (Great Lakes Initiative); and Arts and Culture (WRCJ and Detroit Performs).

To become the most trusted media brand in Southeast Michigan we will work with an outside agency to complete the brand discovery phase and create the brand strategy. Our multi-platform distribution and engagement tools will be updated after the branding strategy is complete to reflect the new brand and provide a consistent user experience. Community events and a visible presence within Detroit will increase engagement and brand recognition.

Financial sustainability through diversified revenue streams will be driven by increases in major giving, membership, continued strong partnerships and support from the foundation community, and the potential for state funding. A key component for organizational fundraising success will be creating and supporting a culture of philanthropy throughout the organization. A focus on staff retention and professional development will build and strengthen the team as branding, local content, PBS KIDS, and community engagement create a strong platform for fundraising success.

Increased Board engagement and input from comunity partners including the Community Advisory Panel will provide feedback and guidance as the team implements DPTV’s 2025 vision. Data-driven decision making will be embraced throughout the organization to ensure that decisions are made based on real data and industry trends. Critical decisions on facilities will be completed by an ad hoc committee to determine how best to use or repurpose the Riley Broadcast Center in Wixom and create an expanded and highly visible presence in Detroit. The DPTV leadership team will continue to explore strategic partnerships to accelerate success and strengthen DPTV’s position as a community leader.

WTVS Detroit Public TV (DPTV) has been broadcasting since 1955 and today is a leading producer of programs for Southeast Michigan and public television stations throughout America. More than 1.3 million people watch DPTV each week in greater Detroit and we reach an additional 1.2 million households throughout Canada via cable and satellite. Our award-winning team of producers, directors, videographers, editors, communication and digital media specialists work out of our main facility in Wixom, MI, which has three large studios and five edit suites. DPTV also has a mobile production truck capable of doing 6- to 10-camera recording or live coverage of concerts, conferences and major events. DPTV also manages WRCJ 90.9 FM & HD-1 Detroit, a listener supported classical and jazz music public radio station. DPTV has an active volunteer Board of Trustees of about 45 members and a Community Advisory Panel with approximately 30 members. Additional information about DPTV's programs and capabilities is available at dptv.org.

Over the past 5 years, DPTV has nationally recognized impact with the 24/7 Detroit PBS KIDS channel attracting over two million monthly viewers and eight million monthly online streams. One Detroit was launched in September 2018 and American Black Journal celebrated their 50th anniversary in 2019. The Great Lakes Initiative has garnered critical support and funding and is currently broadcast by 13 partner organizations. WRCJ leads the arts and culture initiatives and continues to be the classical and jazz station for metro Detroit with 9K+ dedicated members. The DPTV team produces and broadcasts important regional and national productions including the annual Mackinac Policy Conference and PBS Books.

The long-term goals for the next 10-15 years will create a station poised to be a media leader in SE Michigan and a recognized national benchmark. The fast changing pace of the media landscape will continue to inform and potentially shift strategies and tactics as the organization focuses on being the most trusted journalism and community engagement media provider in the region. The 4 long-term goals focus on continuing to build impact for kids; scaling the journalism and community engagement initiatives; building the brand; and creating increasingly diverse revenue streams

The media industry has experienced unprecedented change over the last decade and the change does not appear to be slowing down. Cord cutting, over the top services, social media, and mobile devices are all impacting our media choices and the way we consume media. While PBS continues to be a trusted brand known for fair and balanced content, viewership has steadily declined since 2013 with DPTV viewership tracking closely with the PBS national trends. The DPTV team will continue to create local programming uniquely designed to meet the needs of the Detroit metro region with the goal of increasing overall multiplatform viewership. The DPTV team has embraced operational efficiencies that include outsourcing PBS scheduling with The Programming Service for Public Television and leveraging the expertise of CDP (Contributor Data Partnership) for membership campaigns. As pledge revenues decline and giving methods shift, DPTV continues to re-imagine the membership model through canvassing and events to focus on individual sustainers and major gift opportunities, while fostering relationships with the foundation community and businesses.