Minneapolis-based Public Radio International (PRI) is an American public radio organisation which is increasingly focused on spreading global news and cultural perspectives and is created to cater to the Americans. Founded in the year 1983, PRI has complete three decades of its existence. The tagline of PRI is ‘Hear a different voice’. In order to understand more about their programming Radioandmusic.com spoke to chief content officer Melinda Ward who sheds light on the working system of PRI.
Excerpts:
What is the core concept that you try to convey through your tagline ‘Hear a different voice’?
PRI was founded as an alternative source of radio programming, and as a result, we produce and distribute programs that represent multiple perspectives. We offer programs from 27 different producers, each of which brings its own view to the content it creates. Our identity statement, ‘Hear a different voice’ was developed in 2007 in recognition of the various perspectives we offer.
Currently, how many radio stations are using your content and what kind of content is distributed by PRI?
Approximately 880 stations in the US, as well as the Canadian Broadcasting Corporation, Radio Ireland, the BBC, Radio Switzerland and the Australian Broadcasting Corporation use content from PRI’s portfolio. Our content includes news, entertainment and music programming such as PRI’s The World (daily international news), The Takeaway (daily news), This American Life (storytelling from This American Life), Studio 360 (weekly arts and culture) and Afropop (music of the African Diaspora).
Who is your competition and how do you deal with the same?
PRI has two major competitors in terms of the distribution of content to public radio stations in the US: National Public Radio (NPR) and American Public Media (APM). PRI competes by offering diverse perspectives from a multitude of producers, as opposed to our competition which produces in-house the majority of content that they offer.
Has there been any change or any new trend in programming in the recent times?
Programming sound has become more conversational and less formal. The journalism is just as solid but the delivery is different. Program production has become more cross platform. A reporter is very likely to take pictures or video when producing a piece. Data journalism is playing a very big role in investigative reporting.
If you could highlight few programs of PRI that have been popular?
• This American Life (from Ira Glass and WBEZ/Chicago)
• The Takeaway from PRI and New York Public Radio
• The World from PRI, WGBH/Boston and BBC World Service
• Studio 360 with Kurt Andersen from PRI and WNYC
• Q with Jian Ghomeshi (from the Canadian Broadcasting Corporation)
Which is the other organisation that PRI has partnered with lately?
In addition to the stations which broadcast our content across the US and in other countries, we work with numerous organisations (e.g., iTunes, Flipboard, Gael) to make our programming available to users in ways other than broadcast (podcast, tablet magazine, library subscriptions).
What was the motive behind introducing video content and clip?
We see video and other digital content as ways to enhance the audio content we create. They can bring additional perspective and background to stories that are told on-air.
How important is adaption of newer technologies in any medium?
It is very important. Users now expect to find the content they want anywhere at any time. They also want video and graphics in addition to audio. They also want ways to interact with the content.
What is your estimated listenership and where are they based?
We reach roughly 9 million people each week. The majority is based in the US and hears our content on US public radio stations. Broadcasters in Ireland, England, Switzerland, Canada and Australia offer our programming to their listeners. Others worldwide access our content through the web.
What are the programs relevant to Americans today?
Programs with international content like The World, programs with unique content like This American Life and Studio 360 and the ones with in-depth perspectives on specific topics like Living on Earth (environment) are relevant to Americans today.
What are the things you keep in mind while you decide on the content of the channel?
We try to make the connection between how events in the world affect Americans and how events in the US affect the rest of the world. We always try to add the context and connections between things.
How much of the revenue is invested in programming?
Approximately 75 per cent of our revenue is spent on programming.
How did PRI celebrate its 30 years of existence in terms of programming?
We don’t tend to celebrate anniversaries on our broadcasts as we don’t believe listeners really care all that much. We will be having a celebration at our industry conference where we will be with all the radio stations which made our work successful.
Do you plan to spread your content around the globe?
As mentioned above, we have negotiated broadcast distribution agreements with a number of countries around the globe. Because our programming is available only in English, our focus is on nations with large English-speaking organisations.
How is podcasting working for PRI?
Virtually all the programs we offer are also available as podcasts. Our podcasts are downloaded approximately 4.7 million times each month.
What is the new programming that you and your team are working on?
We are mainly working on expanding our work in the digital realm with a newly designed website that will focus on engagement with our audience. We also have a talent search for new talent that can be showcased on our existing programmes.