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323153377
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PBS Teleconference 6/11/91 [OA 8324]
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323153377
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PBS Teleconference 6/11/91 [OA 8324]
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13759-009
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Records of the White House Office of Speechwriting (George H. W. Bush Administration)
Speech Backup Chronological Files
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Originally Processed With FOIA(s):
FOIA Number:
S
S
FOIA
MARKER
This is not a textual record. This is used as an
administrative marker by the George Bush Presidential
Library Staff.
Record Group/Collection:
George H.W. Bush Presidential Records
Collection/Office of Origin:
Speechwriting, White House Office of
Series:
Speech File Backup Files
Subseries:
Chron File, 1989-1993
OA/ID Number:
13759
Folder ID Number:
13759-009
Folder Title:
PBS Teleconference 6/11/91 [OA 8324]
Stack:
Row:
Section:
Shelf:
Position:
G
26
21
4
5
(Snow/Simon)
91 JUN -7 PM 12: 27
PBS.TS
91 JUN 9 PII : 22
Draft One
June 7, 1991
10 a.m.
PRESIDENTIAL REMARKS: PBS TELECONFERENCE
TUESDAY, JUNE 11, 1991
9:30 A.M.
Thank you, Bruce, for that kind introduction, and greetings
to all of you. I wish I was there with you in Orlando. Instead
I'm stuck up here in Disney World North -- otherwise known as
Washington. (additional acknowledgments jokes)
I love the idea of talking with you in a teleconference.
Nothing could be more appropriate. Every day, PBS transports
ideas, lessons, and information from one side of this country to
the other -- from big cities to small towns and back.
Some of us remember when PBS was called "Educational
television." You name has changed, of course, but your mission
PBS
hasn't. Today, your 300 affiliates serve 63,000 elementary and
fact
secondary schools across the nation. (Every time I see that
sheet
figure, it boggles. 63,000!) Your broadcasts reach 30 million K
see
file
through 12 students.
Some of your programs sustain inquisitive adults. Others go
straight to college and university campuses. (Personally, I'm
looking for a good computer instruction course -- but you
probably need to fine a truly qualified 7-year-old to make it
credible.) In the past year, enrollment -- if you want to call
college
it that -- in your electronic classroom has grown 20 percent.
2
These and other programs fit right into our America 2000
Am, education strategy. As you know, that strategy follows a four-
2000 track road to the future: improving today's schools; building inventing
p.2 schools of the future; creating a nation of students -- young and
old; and building communities where learning can happen.
We've talked a bit about how you improve today's schools --
Track One -- but there's more. Not enough people know that PBS
contributes hardware to many small school districts -- and gives
them the means to bring into their classrooms the finest and
liveliest educational material available. I'm happy to see that
will be sending
home of
you sent a satellite dish to Slanesville, West Virginia. Now
teacher of the year
She'll be
the students there can see Rae Ellen McKee talk, to you today in
just a few minutes. She 's our teacher of the year and I think
you'll agree: She deserves the honor.// averard?
But you also cast your eye toward the future -- and the
schools of the future. My kids tell me they used to dread it
when a teacher rolled a television into the classroom because
they knew they'd have to look at a black-and-white videotaped
lecture from a dull teacher in a room with bad acoustics. No one
makes those complaints anymore. You've changed with the times.
You've developed new programming. You've pioneered new
PBS
memo
broadcasting techniques -- including closed captioning for deaf
from
Eric
Sass students and the Descriptive Video Service for blind students.
Now, as we prepare to build New American Schools, you look
to the heavens: Telstar 401, which will race into orbit in 1993
(we hope), will let you transmit high-definition unu television
Bany
3
signals -- a technology of the future nationwide. That
certainly won't hurt when it comes to developing new audiences
for your shows.
Track three -- developing a nation of students -- runs right
through your studios. Barbara and I cannot thank you enough for
your work in giving previously illiterate Americans the gift of
reading. Project Literacy U.S. -- PLUS -- helps turn Americans
submerged in the darkness of illiteracy into beaming points of
light.
You offer refresher courses, practical courses, and programs
that simply cause the viewer to pause, think -- and explore the
universe of ideas. I can't think of any series that has done
more to advance the study of American history, for instance, than
Ken Burns' series "The Civil War." I'll be visiting some very
special students in Delaware later today -- a group of night
school students who have worked hard to gain high school
diplomas. I would be shocked if they didn't owe some of their
inspiration -- and education -- to you.
My point is simple: The days of the little red schoolhouse
are over. We find ourselves in an era of competition -- and
education, like any other vital industry, will benefit from the
constant tug and pull of new ideas, new products. You push
everyone in the education industry to do more, to do better. For
years your efforts -- and I've talked about only a few of them -
- promote respect for learning -- and an appetite for education.
4
As an administration, we believe deeply in education -- and
in the creativity of the American people. At PBS, you promote
the best of both -- and the whole nation is grateful.
Well, thanks for listening to my lecture. Now, I'd like to
answer a few of your questions.
QUESTION: How do you see the role of the states -- and the
organizations that serve them in education -- changing in the
next century?
SUGGESTED ANSWER: State governors and legislatures -- along with
local school districts -- are crucial to the success of our
America 2000 strategy because they provide most of the resources.
The federal government provides only seven percent of the total
dollars spent. State and local provide 93 percent. At the
national level, we can set goals and standards that every
community, every school, and every student can try to live up to.
But the states are going to be the ones who must invent a new
generation of American schools -- start from scratch and figure
out better ways to teach. The states will have to agree to hold
themselves to higher standards -- we can't do that from
Washington. But Secretary of Education Lamar Alexander and I are
committed to lead, to exhort everyone to a higher standard, and
to travel this country and highlight models of what works. The
state role is crucial. As much as I'd like to be the Education
5
President, it's more important that we have 50 Education
Governors.
6
QUESTION: What education initiatives have you seen in other
countries that you'd like to incorporate into your education
goals for the United States?
SUGGESTED ANSWER: In Japan, for instance, schools are open on
Saturday and students spend a lot more days in school per year.
In China, where they spend a great deal less money than we do,
students are routinely learning two or three languages.
Government leaders around the world tell me that students are
learning math in different ways than American youngsters -- they
aren't just learning to use computers but are applying math to
everyday problems, everyday situations. And in the Soviet Union,
students are learning algebra in elementary school.
There is a lot to learn from other countries; but we should
remember that we want to have American schools -- and countries
everywhere continue to try to emulate us. Japan, for instance,
is trying to introduce more creativity -- and get away from just
learning by rote. And wherever we go, we're the world's grand
champions in scientific research and technology.
So thanks for letting ne
drop in on you from about 22,000
miles in space-by satellite, that is. and
thank you for all you re doing to make
america smarter.
PBS/HIexandria
IEL No. .7037390775
Jun 5,91 11:29 No 002 P.01
PBS
TONY / BOB
FAX FROM: ERIC L.SASS
Video Marketing and
Corporate & Member Relations
Public Broadcasting Service
1320 Braddock Place
Alexandria, VA 22314
phone: (703)739-5000
407-934-4000
fax:
(703)739-0775
Date Sent:
6-5-91
Please Deliver to:
PAUL LUTHRINGER
Telecopier Number: 202-456-6218
Total Pages (inc. cover)
8
Comments:
Sent by: Marty
FBS/Alexandria
TEL No. 7037390775
Jun 5,91 11:29 No. 002 P.02
PBS
June 6, 1991
Mr. Paul Luthringer
Public Affairs
The White House
via fax (202)456-6218
Dear Paul:
Here are the various pieces for Tuesday's acleconference:
1. Page marked "A": the minute-by-minute run-down as we now see it.
2. Page marked "B": the description of the session and all the participants.
3. Pages marked "C": our latest draft of the set up and introductions of President Bush.
4. Pages marked "D": the transitions from the President's portion to the "Partnerships for
Improving Education" session.
Please let me know as soon as possible if these are OK. I'm leaving for Orlando
tomorrow, so as much as we can do today would be appreciated. Also, I have made
telephone communication provisions for Christine Gear. Can we make the hotel reservations
for her?
Paul, we really appreciate the help you and Barry have been in making this event
possible.
Sincerely,
Earc
Eric L. Sass
Senior Vice President
Video Marketing and
Corporate & Member Relations
Attachments
/mac
Public Broadcasling Service
320 Broddock Please Alexandri, VA 22314-1698 (703)739-6000
PBS/Alexandria
TEL No. 7037390775
Jun 5,91 11:29 No.002 P.03
A
PBS GENERAL SESSION WITH PRESIDENT GEORGE BUSH
TUESDAY, JUNE 11
9:15 A.M. - 11:15 A.M.
N3'
As of 6/4/91
2plt
9:15
Christensen
Sets up session/
2.,3yrold 2R3
introduces Capener
face
9:22
Capener
Board Recognition
Thank,
9:38
Christensen
Sets up President Bush Speech
Christensen
Introduces President Bush
9:40
9:41
President Bush
Address
9:58
Christensen
Q&A with President Bush
10:00
President Bush/
Christensen
Gift to Rae Ellen McKee
10:02
Rae Ellen McKee
Thanks (from microphone in
audience)
10:03
Welch
Sets up Partnerships For Improving
Education/Introduces Panel
10:07
MacEwen
Remarks
10:17
Welch
Transition to Courtney
10:18
Courtney
Remarks
10:28
Welch
Transition to Turner
10:29
Turner
Remarks
10:39
Welch
Sets up Q&A
10:50
Christensen
Introduces McKee
10:52
McKee
Remarks
11:07
Christensen
Thanks McKee/ Closing Remarks
11:15
Adjourn
Christensen M Bruce L. Christensen, President, PBS
Capener
= Ted Capener, Chairman, PBS Board of Directors
Welch
= Sandra Welch, Executive Vice President, Education, PBSp
PBS/Alexandria
TEL No. 7037390775
Jun 5,91 11:29 NO.002 P.04
B
PBS GENERAL SESSION WITH KEYNOTE SPEAKER PRESIDENT GEORGE BUSH
9:15 a.m. - 11:15 a.m.
Southern Hemisphere Ballroom
RECOGNITION OF PBS BOARD MEMBERS
KEYNOTE SPEAKER PRESIDENT GEORGE BUSH
The President speaks with us live by satellite from the White House.
Education is a top administration priority. The President discusses
his plans and ways in which public television can be an increasingly
important element in education.
PARTNERSHIPS FOR IMPROVING EDUCATION
Local and national partnerships between public television and
businesses are making a difference in education. They are bringing
new prime time and ITV programming, ancillary materials, teacher
training and other educational services to students, teachers,
parents and the community. A panel discusses ways in which public
television, corporate America and schools are working together to
achieve the national education goals.
Ed MacEwen, Vice President, Corporate Communications, GTE
Marshall C. Turner, Jr., Chairman, Board of Directors, CPB
Beth Courtney, Executive Director, Louisiana Educational
Television Authority
1991 NATIONAL TEACHER OF THE YEAR
Rae Ellen McKee, 1991 National Teacher of the Year, discusses, from
the perspective of a teacher on the front lines, the educational
challenges that face the nation.
PBS/Alexandria
TEL No. 7037390775
Jun 5,91 11:29 NO.002 r.vo
C.,
Christensen Setup to President Bush's Speech
THANK YOU, TED. IN JUST A FEW MINUTES, PRESIDENT BUSH IS GOING TO
SPEAK WITH US BY SATELLITE FROM THE WHITE HOUSE. WE SINCERELY
APPRECIATE HIS TAKING TIME FROM A VERY BUSY SCHEDULE TO DO so.
BACK IN WASHINGTON, PBS WILL FEED TO ALL PUBLIC TV STATIONS THE
AUDIO AND VIDEO PORTIONS OF THE PRESIDENT'S REMARKS TO US ON ONE
SATELLITE CHANNEL. THE AUDIO AND VIDEO OF US HERE IN ORLANDO WILL
GO BACK TO THE WHITE HOUSE AND TO ALL STATIONS ON ANOTHER CHANNEL.
PRESIDENT BUSH, IN HIS THOUSAND POINTS OF LIGHT SPEECH, POINTED TO
THE TREMENDOUS DIFFERENCE THAT AN INDIVIDUAL AND ORGANIZATIONS CAN
MAKE TO HELP FELLOW AMERICANS THROUGH DEDICATION, ACHIEVEMENT AND
SHEER WILLPOWER. PUBLIC TELEVISION STATIONS PROVIDE THAT KIND OF
HELP TO ALL AMERICANS. BE IT WORKING TO COMBAT ILLITERACY,
TRANSMITTING BY SATELLITE A PHYSICS CLASS TO RURAL SCHOOLS
THAT CAN'T AFFORD ENOUGH QUALIFIED TEACHERS, OR GIVING AIRTIME TO
A CRITICAL ISSUE OF LOCAL IMPORTANCE, PUBLIC TELEVISION HAS WITHIN
ITS FAMILY MANY, MANY POINTS OF LIGHT. MANY OF THEM ARE HERE
TODAY--THOSE OF YOU IN THIS ROOM AS WELL AS YOUR FELLOW PUBLIC TV
PROFESSIONALS AND VOLUNTEERS BACK HOME.
THE PRESIDENT AND MRS. BUSH BOTH ARE STRONG SUPPORTERS OF
EDUCATION AND THEY UNDERSTAND THE VALUE OF PUBLIC TELEVISION IN
FOSTERING EDUCATIONAL REFORM. WE RECENTLY RECIVED A NICE NOTE FROM
MRS. BUSH THANKING PUBLIC TV FOR ALL IT DID TO HELP AMERICA'S
CHILDREN COPE WITH THE GULF WAR. AND PRESIDENT BUSH'S WILLINGNESS
TO SPEAK TO US TODAY SHOULD SERVE NOT ONLY AS A RECOGNITION FOR
THE WORK WE DO, BUT AS ENCOURAGEMENT TO CONTINUE REFINING AND
EXPANDING OUR SERVICES TO THE EDUCATION COMMUNITY AND TO ALL
AMERICANS.
THE PAST TWO FEDERAL BUDGETS HAVE REFLECTED A VERY POSITIVE
ATTITUDE TOWARD PUBLIC TELEVISION. AND FOR THAT TOO, WE THANK THE
PRESIDENT. FEDERAL SUPPORT IS A CRITICAL PART OF PUBLIC TV
FUNDING. WE ALSO APPRECIATE THE GROWING INTEREST BY THE DEPARTMENT
OF EDUCATION IN USING THE TECHNOLOGY OF WHICH PUBLIC TELEVISION
HAS BEEN THE INDUSTRY LEADER. WE LOOK FORWARD TO WORKING WITH
SECRETARY ALEXANDER IN THE GOALS THE PRESIDENT HAS SET FORTH FOR
AMERICA.
Introduction To President Bush
PRESIDENT BUSH, THANK YOU FOR YOUR SUPPORT. ON BEHALF OF THE MORE
THAN 300 PBS MEMBER STATIONS ACROSS THE COUNTRY, I'D LIKE TO THANK
YOU FOR THE POWERFUL PUSH FORWARD YOU HAVE GIVEN TO EDUCATION IN
THIS COUNTRY AND THE VOTE OF CONFIDENCE YOU'VE GIVEN TO PUBLIC
TELEVISION TO BE A MAJOR PART OF THAT PUSH. EDUCATION IS AT THE
HEART OF WHAT WE IN PUBLIC TELEVISION DO AND WE'RE PROUD TO WORK
WITH AN EDUCATION PRESIDENT TO HELP AMERICA'S STUDENTS, PARENTS
AND EDUCATORS MAKE OUR EDUCATION SYSTEM THE BEST IN THE WORLD. WE
KNOW YOU'RE BUSY AND APPRECIATE YOUR TAKING THE TIME THIS MORNING
PBS/Alexandria
TEL No. 7037390775
Jun 5,91 11:29 No.002 P.06
( (2)
TO TALK WITH US AND EVEN TO TAKE A FEW QUESTIONS AFTERWARD. PLEASE
CONVEY TO MRS. BUSH OUR APPRECIATION FOR EVERYTHING SHE TOO HAS
DONE FOR EDUCATION AND FOR PUBLIC TELEVISON.
LADIES AND GENTLEMEN, IT IS MY GREAT PLEASURE TO INTRODUCE TO YOU
A FRIEND AND SUPPORTER OF PUBLIC TELEVISION, THE PRESIDENT OF THE
UNITED STATES, GEORGE BUSH.
PBS/Alexandria
TEL No 7037390775
Jun 5,91 11:29 No. 002 P.07
10:03 A.M.
SANDRA WELCH: SET UP FOR "PARTNERSHIPS FOR IMPROVING EDUCATION"
I know you join me in applauding President Bush's America 2000
Plan. Like the goals we set for learners of all ages, President
Bush's National Education Goals are high -- but not out of reach!
I'm proud to say that public television is uniquely positioned to
help the President achieve the goals of the America 2000 Plan --
and help the U.S. become a nation of learners. We have the
expertise and the experience to serve as the telecommunications
highway for the implementation of America 2000. The opportunity
and challenge have been presented to us. Are we ready to pick up
the gauntlet and help rescue America's schools from the throes of
mediocrity? I think we are!
We're not alone in accepting this challenge. As you know, a key
player in the America 2000 plan is business. Public television
stations have always had a strong ally in the nation's businesses.
In fact, public television is already working in partnership with
corporate America to improve education. Those partnerships have
taken many forms for many different purposes at the national level
and at your stations. But the goal has always been the same--to
make a difference in education.
In the next half hour, you will hear a distinguished panel
talk about Public Television-Business Partnerships. The three
members of the panel will provide us with the education
perspectives of a major corporation, a national public television
organization, and a state network. Their experiences and insights
provide excellent examples of how American 2000 can lead a renewed
committment to the nation's learners.
It is my pleasure to introduce the members of the panel:
Edward C. MacEwan is Vice President, Corporate Communications for
GTE. He is responsible for external communications, advertising,
and corporate social responsibility, including community affairs
and the administration of the GTE Foundation, of which he is
President. The GTE Foundation's priority in underwriting PBS
programming is to promote science education in this country. Among
the PBS series that have been supported by GTE are DISCOVER THE
WORLD OF SCIENCE and SCIENTIFIC AMERICAN FRONTIERS, both of which
had extensive print materials for school use. GTE recently
announced a five year, $11 million dollar continuing committment
to SCIENTIFIC AMERICAN FRONTIERS.
Beth Courtney is Executive Director of Louisiana Public
Broadcasting. She currently serves on the boards of both PBS and
SERC and chairs the Board of SECA. Louisiana Public Broadcasting
serves most of the state's population with a variety of
educational services, including instructional television, GED
programming and college-credit courses. It also offers satellite
PBS/Alexandria
TEL No 7037390775
Jun 5,91 11:29 No. 002 P.08
D(2)
courses in a variety of subjects to the statewide SERC network of
82 downlink sites. Along the way, Ms. Courtney has helped/develop
and encourage numerous award-winning educational productions
including Ken Burns' historic documentary on HUEY LONG, and two
ITV series: THE POWER OF ALGEBRA and THE ABC's OF FRENCH AND
SPANISH.
Marshall Turner is Chairman, CPB Board of Directors. One of Mr.
Turner's top priorities as Chairman is building public
broadcasting's contribution to education. His long-term interest
in education has included service as an elected trustee and
chairman of his local school district during a period of extensive
management and curriculum renewal. He is former chairman of the
board of station KQED-TV San Francisco. Mr. Turner is a general
partner of Taylor & Turner, Ltd., a San Francisco-based venture
capital investment partnership.
Thank you all for speaking to us today. Let's begin with Ed
MacEwen who will address the questions: Why do corporations see
education as good business? and Why is PTV a valuable partner in
addressing the needs of education?
Thank you, Ed. Now Marshall Turner will tell us about CPB's
educational initiatives. He'll also give us his vision for the
role of public broadcasting in addressing the nation's critical
education needs.
Thank you, Marshall. Beth Courtney is here to describe Louisiana
Public Broadcasting's own experiences in working with business to
improve education. She'll also discuss some of the opportunties
she sees for other stations.
We've heard about some wonderful examples of business,
educational, and public television partnerhips. Now its your turn
to talk back to our distinguished panelists! We only have about
10 minutes, so please phrase your statements as brief questions.
Who would like to be first?
PBS/Alexandria
IEL No. .7037390775
May 30,91 15:53 No. 012 P.02
PBS
To:
Paul Luthringer, Public Affairs, The White House
Memorandum
From
Eric L. Sass, Senior Vice President
Date:
May 30, 1991
Re:
TALKING POINTS FOR PRESIDENT BUSH ON PUBLIC TV AND
EDUCATION: FOR HIS SPEECH TO THE 1991 PBS ANNUAL
MEETING, VIA SATELLITE, JUNE 11
AMERICA 2000, President Bush's strategy for education,
outlines his plan to move the nation forward in achieving
educational excellence. Public television is well positioned
to make a difference in nearly all areas outlined by AMERICA
2000. Public TV stations, regional networks, PBS and the
Corporation for Public Broadcasting, have joined together this
past year to work with education and business to address the
President's and Governors' education goals. Specific public TV
education targets include preschool, new training for teachers
and providing additional public awareness of education needs.
Public TV is the American public's television network,
serving viewers in the home, the school and in the
workplace
Public TV is community based--the only organization of
its kind in America.
Public TV provides services based solely on the quality,
value and need of those services--not on potential
advertising revenue.
Public TV uses the latest technologies to serve the
isolated, underserved and underprivileged. Some examples:
--Closed Captioning for the deaf
--Descriptive Video Service for the blind
--VSAT technology--to reach rural schools via satellite
Public TV targets the priorities of the national
education goals--especially in math and science.
The following lists Mr. Bush's themes and brief explanations
outlined in those themes.
of ways in which public television is helping to achieve goals
Theme: TRANSFORMING AMERICA INTO A NATION OF STUDENTS
Public television provides lifelong learning opportunities for
interactive Sesame Street video disk for children as well as
students OT all ages. Those include: preschool (for example,
training courses for early childhood professionals), K-12
programming, college telecourses (provided by the PBS Adult
PBS/Alexandria
TEL No. 7037390775
May 30,91 15:53 No. 012 P.03
Learning Service which is celebrating its 10th Anniversary and
will soon enroll its two-millionth student), worksite training
(The Business Channel) and GED ON TV (literacy).
PBS is the telecommunications industry leader in education.
Often, local stations provide telecourses in subjects like
math and science to rural schools that cannot afford to hire
enough qualified teachers in those subjects. If the President
ware to nite an example of programming being used effectively
in education, THE CIVIL WAR would be a good choice since it
was viewed by a large general audience, had elassroom
curricular materials, was offered as a college credit
telecourse, is available on videocassette, and is being
reformatted into a videodisc.
In AMERICA 2000, President Bush challenges adult Americans to
"go back Lu school" and make this a "nation of students."
Millions of students--in the classroom, at home and in the
workplace--"Go back to school with PBS."
Theme: MAKING OUR COMMUNITIES PLACES WHERE LEARNING WILL
HAPPEN
Public television 18 local television, a partner in the
community's educational efforts. Communities place a high
educational value on the local public TV station in much the
same way as they value a public library or community college.
Last year, for example, a record five million people gave to
their local public TV station.
Project Literacy U.S. (PLUS) is a good Axample nf how public
TV formed and nurtured local alliances of community
organizations to combat adult illiteracy in local communities
time. -- efforts that have been sustained over a long period of
Another focus of Mr. Bush in his education goals is learning
readiness and getting the family involved in supporting and
taking more responsibility for their children's learning.
Certainly no one has done more to help children start school
ready to learn public TV with such programs as SESAME STREET,
MR. ROGERS and READING RAINBOW.
Theme: CREATING A NEW GENERATION OF AMERICAN SCHOOLS FOR
TOMORROW'S STUDENTS
Public TV has led the way in the development of many
educational technologies. For example, it developed
closed-captioning for the doaf, Descriptive Video Service for
the blind (in which a narrative soundtrack describes the
action on the scieen) and "distance learning" (reaching
students in rural areas via satellite).
-2-
PBS/Alexandria
TEL No. 7037390775
May 30,91 15:53 No.012 P.04
During 1993, PBS will open more than two dozen electronic
midno ... 1..1 L, - unrough WILLON 10 can
greatly enhance its ability to provide educational materials
to schools, the home and the workplace.
We're very pleased that the Bush Administration has supported
full funding for replacement of public TV's satellite system.
The new system will be a state-of-the-art delivery system for
the general audience and educational programming into the 21st
Century. It will allow for greater use of interactive
technology as well as such innovations as digital compression
(compressing the transmission signal to make room on the
satellito for its use by More educational institutions).
Ku-Band equipment on the new satellite Telstar 401 will enable
educational institutions to use smaller and less expensive
receiving equipment. Telstar 401 will be ready for launch in
1993.
Possible remarks:
"I'm told that America is a world leader in its use of
technology for education. Many of you in public television
have played a major part in that development. You stations are
already doing a major job in providing services to
pre-schoolers, and TV lessons and interactive teaching to
schools all over the country. I understand that you are also
reaching many thousands of adults with college courses,
business training and even GED courses. I applaud you for
these fine efforts and challenge you to continue to expand the
work you do."
"I have asked our Education Secretary Lamar Alexander, along
with Undersecretary David Kearnes to help with this education
crusade- and it is a crusade. We encourage all our business
and education leaders and all of you to work together to help
us to meet our educational goals. To this end we have proposed
our America 2000 campaign plan."
"I know that Secretary Alexander would welcome the opportunity
to work closely with you and the business and education
leadership in your communities to use your telecommunications
expertise to serve even more Americans with better education.
I urge you to stay closely in touch with Secretary Alexander
and work together to get on with this important task."
-3-
PBS/Alexandria
TEL No. 7037390775
May 30,91 15:53 No 012 P.05
PBS Proposal:
That public television become a key player and take the
leadership role in the use of educational technology for the
535 schools proposed under America 2000.
comprtition:
We would be pleased to have Mr. Bush announce at the 1991 PBS
Annual Meeting that public TV should become a key player and
whitte?
take the leadership role in the use of educational technology
for the 535 schools. In many ways, public TV already is doing
the job. For nearly four decades, public television has been
VCR?
the telecommunications industry loader in educational
technology.
Public TV can match each of the 535 schools with a local
public TV station, a college or university--and many of them
with a local or national business--to form strong, effective
partnerships to enhance the power of the schools to teach.
Public television is used in schools at all educational
levels:
virtually every school district--14, 700 districts
four out of five schools~-64,000 schools
two out of every three teachers use public TV services
--1.5 million teachers
three out of four students--29 million students
thousands of students reached by interactive
inotruction through Line Satellite Educational Resources
Consortium (SERC)
more than 300 stations offer PBS Adult Learning Service
(ALS) courses
1.5 million college students enrolled in ALS courses
since 1981. Includes more than half of the nation's
colleges and universities.
America's teachers vote public TV
The No. 1 provider of television instruction.
In a recent survey commissioned by the Arts &
Entertainment cable network, PBS was cited by 56 percent
of participating educators as the source for the highest
quality educational programming. A&E followed with 16
percent of the vote, The Discovery Channel 15 percent and
CNN 12 percent. Another survey, commission by The
Discovery Channel only confirmed the high regard teachers
place in PBS programming. It said that teachers turn most
often to PBS for the best in educational programming
All across America, public television is working in
partnerships with states, school systems, colleges,
universities, educational associations and businesses to help
educators do their jobs better.
-4-
PBS/Alexandria
TEL No 7037390775
May 30,91 15:53 No 012 P.06
Increasingly, the partnershipo span olaloo V1 even
the whole nation. Many public TV stations themselves are
operated by educational institutions and three-quarters of the
stations air daytime instructional programs in cooperation
with schoolo.
Public TV educational services include the full range of
educational technologies: interactive videodisks and taped
courses that bring math and science Lu life for students in
graden K-12 as well for an adults who are trying to earn
college credit while balancing the responsibilities of home
and work.
And, of course, as the telecommunications industry leader in
educational services, it is also the leader in satellite
transmission of those education services. Public TV's new
Telstar
satellite, Telstar 401, is scheduled for launch in 1993. In
addition to carrying public TV general audience and
educational programming, it is expected to be utilized
primarily by educational organizations from across the nation
who eagerly anticipate its availability for their use in
distributing educational materials.
PBS is the first TV network to distribute its full program
schedule via satellite. Today, public TV continues to lead the
way in Lransmission technology to the education community. For
example, it brings some of America's best teachers to some of
America's poorest schools. Many of America's schools are small
and rely on weak tax bases, which limits available
courses--especially math and science. They simply cannot
afford to hire enough qualified teachers. Public television
brings the best teachers, in interactive classes via
satellite, to even the smallest schools.
In Kentucky alone, for example, the Satellite Educational
Resources Consortium (SERC), a multi-state partnership of
state departments of education and public TV in 23 atates, has
installed interactive equipment in 152 schools. Another
satellite system, Ag*Sat, has been helping farmers,
agribusinesses and land-grant universities share
college-credit instruction, extension courses and research
seminars to maintain America's leadership in agriculture.
Public TV stations also provide satellite videoconferences to
help teachers further develop their professional skills.
Through "The Business Channel," public TV provides an array of
widely used videoconferences for the workplace in a wide range
of topics ranging from current legislation to new management
developments to personnel matters.
-5-
PBS<Alexandria
TEL No. .7037390775
May 30,91 15:53 No.012 P.07
When PBS shifts its services to the new satellite, TELSTAR
401, in July 1993, it also will shift most of its services
from C-band to Ku-band transponders and earth-based receivers.
The change will allow the nation's public television stations
and educational institutions to receive the PBS signal more
effectively and better utilize the latest advancements in
technology. The greater ease of locating smaller Ku-band
antennas, and their reduced cost, make the technology
particularly suited to serving the education community.
Very UMAIL Aperlure Terminal (VSAT) technology, essential for
cost-effective and live interactive voice and data exchange,
is practical only in Ku-band. The next important satellite
project milestone for public TV will be the preparation of
technical specifications for incorporating digital compression
(the ability to compress transmission signals to allow a
satellite to carry more signals) and a VSAT network for the
public broadcasting distribution system. Digital compression,
combined with VSAT equipment, will allow public television to
provide substantially more nationwide interactive educational
services, which will maintain the public television position
at the forefront of educational telecommunications.
-6-
PRS/Alexandria
TFI No 7037390775
May 30.91 15:53 No 012 P n9
PRESIDENT BUSH REMARKS ON WEST VIRGINIA PUBLIC BROACASTING
AUTHORITY/PBS PRESENTATION OF SATELLITE DISH TO SCHOOL OF
TRACHER OF THE YEAR RAE BLLIN HCREB
BRUCE CHRISTENSEN HAS ASKED ME TO MAKE AN ANNOUNCEMENT THAT IN
HONOR OF RAE ELLEN MCKEE'S BEING CHOSEN AS TEACHER OF THE
YEAR, WEST VIRGINIA PUBLIC BROADCASTING AUTHORITY AND PBS WILL
PROVIDE TO HER SCHOOL IN WEST VIRGINIA A SATELLITE DISH TO
RECEIVE THE FULL RANGE OF PUBLIC TV EDUCATIONAL PROGRAMMING.
THIS GENEROUS CIFT WILL ENABLE SLANESVILLE ELEMENTARY SCHOOL
NOT ONLY TO RECEIVE PBS'S EXCELLENT GENERAL AUDIENCE
PROGRAMMING BUT A FULL SLATE OF EDUCATIONAL PROGRAMMING AS
WELL.
THIS GIFT DEMONSTRATES JUST HOW CRITICAL PUBLIC TELEVISION IS
TO AMERICAN EDUCATION. IT'S A GOOD OPPORTUNITY TO DEMONSTRATE
TO THE REST OF THE COUNTRY HOW THE PARTNERSHIP BETWEEN A LOCAL
COMMUNITY, ITS EDUCATIONAL INSTITUTIONS AND ITS PUBLIC TV
STATION CAN STRIKE A FIRE UNDER JUST THE RIGHT BURNER AND GET
EDUCATION COOKING IN AREAS THAT ARE SHORT ON MATERIALS. LET'S
SHOW AMERICA--AND THE WORLD--HOW WM: CAN MUSTER THE EDUCATIONAL
RESOURCES OF PUBLIC TELEVISION TO IMPROVE EDUCATION. EACH OF
YOU, AT YOUR STATIONS BACK HOME, SHOULD BE PROUD OF THE WORK
YOU'RE DOING TO HELP OUR EDUCATORS TEACH AMERICANS OF ALL AGES
AND TO KEEP A FIRE UNDER THE COMMUNITY SPIRIT THAT IS THE
HALLMARK OF OUR GREAT COUNTRY. KEEP UP THE GOOD WORK.
CONGRATULATIONS TO RAE ELLEN AND ALL OF THE FACULTY AND
STUDENTS AND SLANESVILLE AND THANK YOU TO WEST VIRGINIA PUBLIC
BROADCASTING AUTHORITY AND PBS FOR ITS GENEROSITY.
-8-
The Educational Power of Public Television
-- At A Glance --
Kindergarten through 12th Grade
63,000 schools served throughout the United States
30 million students reached
1.5 million teachers use public TV education services
1,500 individual instructional programs, including math and
science, distributed annually via satellite
300 programs in reading and language arts alone
Higher Education
1.5 million adults earned college credit since 1981
2/3 of America's 3,000 colleges use PBS telecourses
1,000 hours of telecourses delivered each year
265,000 students enrolled for college credit 1989-90
20% increase in 1990 enrollment over 1989
Distance Learning (linking teachers, students via satellite)
5,400 high school students in 23 states take advanced math,
science or foreign language courses through SERC
10 SERC courses include probability & statistics, discrete
mathematics, honors world geography, Russian, and Japanese
Prime Time
100 million Americans informed by public TV each week
20 series with related teacher/student materials will be
offered this spring including:
"Quest for Education," March 31, 10 p.m.
"America's Schools: Who Gives A Damn?," April 1&2, 10 p.m.
"The Shape of the World,' " April 1, 8 p.m.
"The Astronomers," April 1, 8 p.m.
Specialized Services
Daycare - 10,000 videocassettes developed by South
Carolina ETV provided to train childcare professionals
Agriculture - 33 affiliated land-grant colleges used
Ag*Sat, operated by Nebraska ETV, to reach thousands
involved in agribusiness nationwide in the network's first
two months
Business - 400+ businesses, small to Fortune 500, use The
Business Channel's video-based training operated by PBS
Healthcare - 500+ hospitals use interactive
videoconferences from PBS to keep professional staff
current on medical issues
JUN-07-1991 10:56 FROM SECRETARY of EDUCATION
TO
94566218
P.01
THE OF EDICATION
OFFICE OF THE SECRETARY
U.S. DEPARTMENT OF EDUCATION
400 Maryland Avenue, 6 S.W.
Suite 4181
P9: 46
UNITED STATES OF AMERICA
Washington, D.C. 20202
Telephone: (202) 401-3000
Fax Number: (202) 401-0596
FAX COVER SHEET
TO: Bob Simon
MESSAGE
456-6218
FAX NUMBER:
FROM: H Leslye Arshl
Sheet #1 of 2
JUN-07-1991 10:56 FROM SECRETARY of EDUCATION
TO
94566218
P.02
Drh
456-6218
JUNE 6,1991
MEMORANDUM FOR BOB SIMON
FROM:
LESLYE A. ARSHT
RE:
ANSWER FOR TELECONFERENCE
PBS -- PROPOSED QUESTION FOR PRESIDENT BUSH TELECONFERENCE:
Q: What have you seen in other countries' education system or
practices that you think should be adopted here?
A: In Japan, (or when I was in Japan) I noticed that schools are
open on Saturday and that students spend alot more days in school
per year. In China, where they spend a great deal less money than
we do, students are routinely learning two or three languages.
Government leaders around the world tell me that students are
learning math in different ways than American youngsters -- they
aren't just learning to use computers but are applying math to
everyday problems, everyday situations. And, in the Soviet Union
students are learning alegbra in elementary school.
There is a lot to learn from other countries; but, we should
remember that we want to have American schools --- and countries
around the world continue to try to emulate us. Japan, for
instance, is trying to introduce more creativity and individuality
into their classrooms. And, wherever we go, we're the worlds'
grand champions in scientific research and technology.
PBS/Alexandria
TEL No.7037390775
May 30,91 15:53 No.012 P.08
Possible questions for President Bush
What are ways in which you see public TV helping to achieve
*
the education goals you've set for the nation?
What moro can we do, at the local level, to help you achieve
your education goals?
How do you see the rolo of the states and the organizations
that serve them in education--changing in the next century?
What is your impression of the job that public television is
doing not only in education services, but in general audience
programming: the arts, science, news and public affairs and
children's programming?
What education initiatives have you seen in other countries
that you'd like to incorporate into your education goals for
The United States?
What is your favorite PBS program? Mrs. Bush's?
New gin. schools
Teacher of the year - get files
- Rae Ellen
PBS also giving dish to Slanesville
-7-
June 7, 1991
MEMORANDUM FOR TONY SNOW
FROM:
BOB SIMON
SUBJECT:
PBS
Joke: I wish I was there with you in Orlando. Instead I'm stuck
up here in Disney World North -- otherwise known as Washington.
One of the mottos at EPCOT Center -- that wonderful showplace
of the future -- is "If we can dream it, we can do it."
9:00 Mon.
(Snow/Simon)
PBS.TS
Draft One
June 7, 1991
10 a.m.
PRESIDENTIAL REMARKS: PBS TELECONFERENCE
TUESDAY, JUNE 11, 1991
9:30 A.M.
Thank you, Bruce, for that kind introduction, and greetings
to all of you. I wish I was there with you in Orlando. Instead
I'm stuck up here in Disney World North -- otherwise known as
Washington. (additional acknowledgments, jokes).
I love the idea of talking with you in a teleconference.
Nothing could be more appropriate. Every day, PBS transports
ideas, lessons, and information from one side of this country to
the other -- from big cities to small towns and back.
Some of us remember when PBS was called "Educational
television." You name has changed, of course, but your mission
hasn't. Today, your 300 affiliates serve 63,000 elementary and
secondary schools across the nation. (Every time I see that
figure, it boggles. 63,000!) Your broadcasts reach 30 million K
through 12 students.
Some of your programs sustain inquisitive adults. Others go
straight to college and university campuses. (Personally, I'm
looking for a good computer instruction course -- but you
probably need to fine a truly qualified 7-year-old to make it
credible.) In the past year, enrollment -- if you want to call
it that -- in your electronic classroom has grown 20 percent.
2
These and other programs fit right into our America 2000
education strategy. As you know, that strategy follows a four-
track road to the future: improving today's schools; building
schools of the future; creating a nation of students -- young and
old; and building communities where learning can happen.
We've talked a bit about how you improve today's schools --
Track One -- but there's more. Not enough people know that PBS
contributes hardware to many small school districts -- and gives
them the means to bring into their classrooms the finest and
liveliest educational material available. I'm happy to see that
you sent a satellite dish to Slanesville, West Virginia. Now,
the students there can see Rae Ellen McKee talk to you today in
just a few minutes. She's our teacher of the year, and I think
you'll agree: She deserves the honor. //
But you also cast your eye toward the future -- and the
schools of the future. My kids tell me they used to dread it
when a teacher rolled a television into the classroom because
they knew they'd have to look at a black-and-white videotaped
lecture from a dull teacher in a room with bad acoustics. No one
makes those complaints anymore. You've changed with the times.
You've developed new programming. You've pioneered new
broadcasting techniques -- including closed captioning for deaf
students and the Descriptive Video Service for blind students.
Now, as we prepare to build New American Schools, you look
to the heavens: Telstar 401, which will race into orbit in 1993
(we hope), will let you transmit high-definition television
3
signals -- a technology of the future -- nationwide. That
certainly won't hurt when it comes to developing new audiences
for your shows.
Track three -- developing a nation of students -- runs right
through your studios. Barbara and I cannot thank you enough for
your work in giving previously illiterate Americans the gift of
reading. Project Literacy U.S. -- PLUS -- helps turn Americans
submerged in the darkness of illiteracy into beaming points of
light.
You offer refresher courses, practical courses, and programs
that simply cause the viewer to pause, think -- and explore the
universe of ideas. I can't think of any series that has done
more to advance the study of American history, for instance, than
Ken Burns' series "The Civil War." I'll be visiting some very
special students in Delaware later today -- a group of night
school students who have worked hard to gain high school
diplomas. I would be shocked if they didn't owe some of their
inspiration -- and education -- to you.
My point is simple: The days of the little red schoolhouse
are over. We find ourselves in an era of competition -- and
education, like any other vital industry, will benefit from the
constant tug and pull of new ideas, new products. You push
everyone in the education industry to do more, to do better. For
years your efforts -- and I've talked about only a few of them -
- promote respect for learning -- and an appetite for education.
4
As an administration, we believe deeply in education -- and
in the creativity of the American people. At PBS, you promote
the best of both -- and the whole nation is grateful.
Well, thanks for listening to my lecture. Now, I'd like to
answer a few of your questions.
QUESTION: How do you see the role of the states -- and the
organizations that serve them in education -- changing in the
next century?
SUGGESTED ANSWER: State governors and legislatures -- along with
local school districts -- are crucial to the success of our
America 2000 strategy because they provide most of the resources.
The federal government provides only seven percent of the total
dollars spent. State and local provide 93 percent. At the
national level, we can set goals and standards that every
community, every school, and every student can try to live up to.
But the states are going to be the ones who must invent a new
generation of American schools -- start from scratch and figure
out better ways to teach. The states will have to agree to hold
themselves to higher standards -- we can't do that from
Washington. But Secretary of Education Lamar Alexander and I are
committed to lead, to exhort everyone to a higher standard, and
to travel this country and highlight models of what works. The
state role is crucial. As much as I'd like to be the Education
5
President, it's more important that we have 50 Education
Governors.
QUESTION: What education initiatives have you seen in other
countries that you'd like to incorporate into your education
goals for the United States?
SUGGESTED ANSWER: In Japan, for instance, schools are open on
Saturday and students spend a lot more days in school per year.
In China, where they spend a great deal less money than we do,
students are routinely learning two or three languages.
Government leaders around the world tell me that students are
learning math in different ways than American youngsters -- they
aren't just learning to use computers but are applying math to
everyday problems, everyday situations. And in the Soviet Union,
students are learning algebra in elementary school.
There is a lot to learn from other countries; but we should
remember that we want to have American schools -- and countries
everywhere continue to try to emulate us. Japan, for instance,
is trying to introduce more creativity -- and get away from just
learning by rote. And wherever we go, we're the world's grand
champions in scientific research and technology.
(Snow/Simon)
PBS.TS
Draft One
June 6, 1991
11 p.m.
PRESIDENTIAL REMARKS: PBS TELECONFERENCE
JUNE 11, 1991
9:41 A.M.
Thank you, Bruce, for that kind introduction, and greetings
to all of you. (additional acknowledgments, jokes).
I love the idea of talking with a PBS conference by means of
a teleconference. Nothing could be more appropriate. Every day,
PBS transports ideas, lessons, and information from one side of
this country to the other -- from big cities to small towns and
back. You shouldn't worry about whether you will continue to
conduct that mission in years to come -- but how.
Some of us remember when PBS was called simply, "Educational
television." You name has changed, of course, but your mission
hasn't. Today, your 300 affiliates serve 63,000 elementary and
secondary schools across the nation. (Every time I see that
figure, it boggles. 63,000!) Your broadcasts reach 30 million
students in K through 12 education.
Your classes reach inquisitive adults at home. Others go
straight to college and university campuses. (Personally, I'm
looking for a good computer instruction course -- but you
probably need to fine a truly qualified 7-year-old to make it
credible.) In the past year, enrollment -- if you want to call
it that -- in your electronic classroom has grown 20 percent.
These and other programs fit right into our America 2000
education strategy. As you know, that strategy follows a four-
track road to the future: improving today's schools; building
schools of the future; creating a nation of students -- young and
old; and creating communities where learning can happen.
We've talked a bit about how you improve today's schools --
track One -- but there's more. Not enough people know that PBS
contributes hardware to many small school districts -- and gives
them the means to bring into their classrooms the finest and
liveliest educational material that PBS can produce. I'm happy
to see that you have arranged to provide satellite downlinks in
Slanesville, West Virginia, so the students at that wonderful
school -- I was there just last month; it's a remarkable place -
- so those students can see Rae Ellen McKee talk to you in just a
few minutes. She's our teacher of the year, and I think you'll
agree: She deserves the honor. //
But you also cast your eye toward the future -- and the
schools of the future. My kids tell me that they used to dread
it when a teacher rolled a television into the classroom because
they knew they'd have to look at a dull, black-and-white
videotaped lecture from a dull teacher in a room with bad
accoustics. No one makes those complaints anymore. You've
changed with the times. You've developed new programming.
You've pioneered new broadcasting techniques -- including closed
captioning for deaf students and the Descriptive Video Service
for blind students.
Now, as we prepare to build New American Schools, you look
to the heavens: Telstar 401, which will race into orbit in 1993
(we hope), will give you the ability to transmit high-definition
television signals -- will let you take advantage of the latest
and most vivid television technologies. And that certainly won't
hurt when it comes to developing new audiences for your shows.
Track three -- developing a nation of students -- runs right
through your studios. Barbara and I cannot thank you enough for
your work in giving previously illiterate Americans the gift of
reading. Project Literacy U.S. -- PLUS -- helps turn Americans
submerged in the darkness of illiteracy into beaming points of
light.
You offer refresher courses, practical courses, and programs
that simply cause the viewer to pause, think -- and explore the
universe of ideas. I can't think of any series that has done
more to advance the study of American history, for instance, than
The Civil War. I'll be visiting some very special students in
Delaware later today -- a group of night school students who have
worked hard to gain high school diplomas. I would be shocked if
those students didn't owe some of their inspiration -- and
education -- to you.
The point is simple: The days of the little red schoolhouse
are over. We find ourselves in an era of competition -- and
education, like any other vital industry, will benefit from the
constant tug and pull of new ideas, new products. You push
everyone in the educational industry to do more, to do better.
For years your efforts -- and I've talked about only a few of
»
FACTS
ABOUT
PBS
February 1991
1320 Braddock Place Alexandria, VA 22314
1790 Broadway New York, NY 10019
3171 Los Feliz Blvd. Suite 203 Los Angeles, CA 90039
FACTS ABOUT PBS
PBS: An Overview
2
PBS Activities
3
Public Television Programs
5
Public Television Funding
6
The National Program Service
9
Impact of Cable on Public Television
10
The Public Television Audience
10
The All-Time Most-Watched Programs
12
PBS and Education
16
January 1991
1
FACTS ABOUT PBS
PBS: An Overview
The
Public
In a partnership with public TV stations and
Broadcasting
more than 1,800 colleges and universities na-
tionwide, a PBS-coordinated service provides
Service
college-credit TV courses to more than 265,000
students each year. Public television also pro-
A private, nonprofit corporation whose mem-
vides outstanding instructional programs and
bers are the nation's public TV stations.
materials for classroom use in grades K-12.
Founded in 1969.
Operates American broadcast television's first
(1978) satellite program distribution system.
How Is PBS Governed?
Provides quality TV programming and related
PBS has a 35-member board of directors
services to 341 noncommercial stations serving
consisting of 17 lay representatives from
the United States, Puerto Rico, the Virgin Is-
stations' governing boards, 13 professional
lands, Guam and Samoa.
representatives from station management, four
general directors and the PBS president.
174 noncommercial, educational licensees oper-
ate these 341 stations.
Officers of the board of directors are Ted R.
Capener (vice president for university rela-
Of the 174 licensees, 85 (49%) are community
tions, University of Utah, Salt Lake City, Utah,
organizations, 55 (32%) are colleges or univer-
representing KUED Salt Lake City), chairman,
sities, 23 (13%) are state authorities and 11
and Robert E. James (president, Carver State
(6%) are local educational or municipal authori-
Bank, Savannah, Georgia, representing Geor-
ties.
gia Public Telecommunications Commission)
and Robert F. Larson (president and general
The approximately 330 staff members in Alex-
manager, WTVS Detroit, Michigan), vice
andria, Virginia, New York City and Los Ange-
chairmen.
les direct program acquisition and scheduling,
education services, video marketing, advertising
Bruce L. Christensen is the president of PBS.
and promotion, audience research, broadcast
Prior to his appointment in May 1984, he was
and technical operations, development and reve-
president of the National Association of Public
nue-producing activities, and engineering and
Television Stations (NAPTS).
technology development.
PBS helped pave the way and continues to be
the leader in quality children's, cultural, educa-
tional, nature, news, public affairs, science and
skills programming. PBS is "TV Worth Watch-
ing."
2
FACTS ABOUT PBS
PBS Activities
PBS Programming
National Program Service (NPS)-quality
computer data, graphics, text, faxes, credit
children's, cultural, educational, news and
information, TV listings, financial data and
public affairs, science and nature, fundraising,
interactive television to homes and businesses.
and skills programs.
Adult Learning Service-a partnership,
PBS Video Marketing
involving public television stations and more
PBS VIDEO-videocassette sale, rental and
than 1,800 colleges and universities, offering
licensing of over 2,000 PBS and public televi-
college-credit TV courses to more than 265,000
sion programs to schools, colleges, libraries,
students each academic year. Since fall 1981,
hospitals and other institutions for educational
over 1.5 million students have participated in
and informational uses. Publishes an annual
ALS-distributed courses. See also pp. 16-17.
resource catalog for libraries that includes 750
videocassettes at reduced prices, and a bi-
Elementary/Secondary Service-provides
monthly newsletter.
quality instructional programs and related
materials for classroom use in grades K-12;
PBS Home Video-an initiative to sell video-
live, interactive programs for students; profes-
cassettes of public TV programs to home
sional development programs for teachers,
viewers through retail stores, home video stores
administrators and other education profession-
and mail/telephone ordering. In 1990, PBS
als; national leadership and advocacy for the
signed a contract with Pacific Arts Corporation
effective use of television and other learning
of Beverly Hills to help create a PBS Home
technologies in elementary and secondary
Video label for the retail marketing of programs
schools. See also pp. 18-20.
and direct sales to members and viewers
through local public TV stations. Titles include:
Programs are obtained from public TV stations,
"Amazing Grace with Bill Moyers"; NATURE:
independent producers, TV systems and program
"The Volcano Watchers"; THIS OLD HOUSE:
distributors from around the world, and other
"Creating a New Kitchen" (parts I and II);
sources. (PBS itself does not produce programs.)
"Loving Relationships With Leo Buscaglia";
"The Creation of the Universe"; "My Heart,
PBS Enterprises and
Your Heart"; "We Shall Overcome"; A WALK
National Datacast
THROUGH THE TWENTIETH CENTURY
WITH BILL MOYERS: "The Democrat and
PBS ENTERPRISES, Inc., a wholly owned,
the Dictator"; NEWTON'S APPLE: "Dinosaurs
for-profit subsidiary of PBS, develops goods
and Sharks", "A Kids-Eye View Into the World
and services in areas of new technology to
of Science"; WALL STREET WEEK WITH
generate income for PBS and its member
LOUIS RUKEYSER: "Stocks, Bonds, Gold
stations.
and Collectibles"; THE FRUGAL GOURMET:
"Colonial Christmas"; AMERICAN PLAY-
NATIONAL DATACAST, Inc., a subsidiary
HOUSE: "Zora Is My Name"; THE AS-
of PBS ENTERPRISES, uses technology
TRONOMERS; NATURE: "Hawaii",
developed by PBS for high-speed data delivery
"Rainforest"; THE MACNEIL/LEHRER
in an unused portion of the broadcast signal
NEWSHOUR'S 15th anniversary retrospective;
known as the vertical blanking interval (VBI).
AMERICAN PATCHWORK: "Cajun Coun-
The point-to-multipoint service offers nation-
try".
wide coverage and instantaneous delivery of
3
FACTS ABOUT PBS
PBS Activities (continued)
Technology Initiatives
PBS Engineering researches and develops
Industry coordination of new FCC standards
technical systems for PBS and its member
for integrating, by 1993, closed-captioning
stations. Past accomplishments include:
decoders in most new television receivers.
American broadcast television's first satellite
program distribution system; development of
Training for engineering personnel.
the system to close-caption programs for the
hearing-impaired; utilization of the TV signal's
vertical blanking interval for message delivery,
Fundraising Services
data transmission and other ancillary uses;
development of a high-quality stereo audio
Station Independence Program (SIP) is a
satellite distribution system; and improvements
station-supported cooperative designed to
in UHF reception and transmitter efficiency.
maximize member stations' fundraising efforts.
SIP provides special programming, along with
Current projects include:
advertising and promotional materials, pre-
mium information, marketing research and
Development of new technology for distance
statistical analysis, to enhance stations' on-air
learning and interactive instructional televi-
sion, including lower cost satellite dis-
fundraising. Other SIP concerns are member
tribution techniques, interactive multimedia
renewal and upgrading, direct mail and im-
systems, and systems for automated program
proved services to donors. Telephone and on-
index recording and cueing on consumer-
site consultations are also part of SIP's services
type VCRs.
to its member stations.
Creation of a new decoder for high-speed
Development Services offers professional
data communication with member stations.
training opportunities, telephone and on-site
consulting, and information exchange to all
Management and technical direction for
PBS member stations regarding membership,
satellite replacement activities.
underwriting, major giving, auctions and other
fundraising areas.
Industry leadership in planning for and
technical study of improved transmission
National Auction Service supplements local
quality, such as high-definition television
auction efforts by providing stations with
(HDTV).
highly marketable merchandise donated by
national corporations. Past items have in-
Marketing support, research and development
cluded kitchen appliances, vacation packages,
for the PBS ENTERPRISES vertical blank-
cameras and food. As a self-supporting
ing interval data delivery service.
operation, NAS charges stations a commission
on the items they receive.
Broadcast equipment evaluation services for
member stations.
National Corporate Support works closely
Support of public television's Descriptive
with public television stations, major producers
Video Service, a special audio channel
and corporate executives to: 1) increase the
providing narrated descriptions for the
satisfaction of national underwriters; and 2)
visually impaired.
assist producing stations in increasing the
number of current and prospective underwrit-
Utilization of a third audio channel for
ers, particularly those contributing $1 million
second-language programming.
or more annually.
4
FACTS ABOUT PBS
Public Television Programs
Among the many series on PBS during 1991:
Mystery!
Smithsonian World
Adult Learning:
A World of Ideas with Bill Moyers
The Africans
Against All Odds
Elementary/Secondary
America: The Second Century
Amigos
The American Adventure
Castle
Art of the Westem World
Cathedral
Business and the Law
Challenge of The Unknown
The Business File
Eat Well-Be Well
The Business of Management
Equal Justice Under Law
By the Numbers
Futures with Jaime Escalente
The Civil War
Growing Up/Growing Older
College Algebra
Icewalk
ComputerWorks
Second Voyage of the Mimi
Discovering Psychology
Voyage of the Mimi
Economics USA
Ethics in America
Faces of Culture
News and Public Affairs:
Focus on Society
Adam Smith's Money World
For All Practical Purposes
American Interests
French in Action
DeGaulle and France
Government by Consent
Eyes on the Prize I & II
Here's to Your Health
Firing Line
Joseph Campbell: Transformations of Myth Through Time
Frontline
The Mechanical Universe and Beyond
Making Sense of The Sixties
The New Literacy
The MacNeil/Lehrer NewsHour
Personal Finance & Money Management
The Mini-Dragons
Portrait of a Family
P.O.V.
Race to Save the Planet
Soviets
Seasons of Life
Stalin
Something Ventured
The 90's
Vietnam: A Television History
Tony Brown's Journal
Voices & Visions
Vietnam: A Television History
War and Peace in the Nuclear Age
Wall Street Week
The Western Tradition
Washington Weck in Review
The World of Chemistry
The Write Course
Science:
The Astronomers
Children's:
The Healthcare Quarterly
Degrassi High
The Infinite Voyage
Long Ago & Far Away
Innovation Specials
Mister Rogers' Neighborhood
Living Against The Odds
The Miracle Planet
Reading Rainbow
Sesame Street
National Audubon Society Specials
Shining Time Station
National Geographic Specials
Nature
Square One TV
3-2-1 Contact
The New Explorers
Where in The World is Carmen SanDiego?
Newton's Apple
Wonderworks Family Movie
Nova
Scientific American Frontiers
The Shape of The World
Cultural:
Survival Specials
Adventure
Wild America
Alive From Off Center
The American Experience
Skills:
American Masters
American Pie
Ciao Italia
American Playhouse
The Collectors
Austin City Limits
The Frugal Gourmet
Childhood
Hometime
The Civil War
Lap Quilting with Georgia Bonesteel
Columbus & The Age of Discovery
Lilias!
Dance in America
Motorweek '91
Evening at Pops
The New Yankee Workshop
Great Performances
Oriental Rugs
In Performance at the White House
This Old House
The Information Age
The Victory Garden
Live from Lincoln Center
The Woodwright's Shop
Mark Russell Comedy Specials
Masterpiece Theatre
Outreach Campaign:
The Metropolitan Opera Presents
All Together Now (Youth and Families)
5
FACTS ABOUT PBS
Public Television Funding
How Is the Public Television System Funded?
Public television's national, regional and local
Broadcasting, with $167.6 million (13.8%) of
income in FY89 was $1.22 billion, according to
public television's income. Nonfederal sources
the Corporation for Public Broadcasting. Over
were led by state and local governments, with a
four-fifths (83.5%) of the funding came from
combined figure of $276.0 million (22.6%).
nonfederal sources, particularly subscribers
(21.6%), state governments (18.9%) and busi-
Other major revenue sources were station
nesses (16.1%).
subscribers or members, who in FY89 contrib-
uted $262.9 million (21.6%), and businesses,
The largest federal source in FY89 was the
which provided $196.4 million (16.1%).
appropriation to the Corporation for Public
Public Television Income - FY89
An analysis of all income for public television for FY89, as provided by the Corporation for
Public Broadcasting (CPB):
Source
Dollars in millions
Percentage of total
FEDERAL GOVERNMENT
$200.4
16.5%
CPB (TV only)
167.6
13.8
Education & Commerce Depts., NEA, NEH, etc.
32.8
2.7
NONFEDERAL
$1018.3
83.5%
Subscribers
262.9
21.6
State Governments
230.4
18.9
Businesses
196.4
16.1
State Colleges
73.2
6.0
Foundations
58.4
4.8
Local Governments
45.6
3.7
Private Colleges
29.4
2.4
Auctions
22.6
1.9
Other Public Colleges
10.2
0.8
All Others
89.2
7.3
TOTAL
$1,218.7
100.0%
6
FACTS ABOUT PBS
Public Television Funding (continued)
Public Television Viewer Support
6.0
300
$ in Millions
262
Millions of Members
5.2
230.2
240.5
5.0
4.7
4.7
250
200.2
4.2
4.0
3.8
4
200
180
3.3
3.5
3
3
147
160
3
3.0
150
102.4
111.8
2.6
100
77.9
2.0
50
1.0
0
0.0
'80 '81 '82 '83 '84 '85 '86 '87 '88 '89
'80
'81
'82
'83
'84
'85
'86
'87
'88
'89
$ in millions
1,400
Public Television Total Income FY 1980-89
1218.7
1,200
Source: CPB, June 1990
1084.5
1029.2
1,000
886.8
904.7
785.4
800
680.7
720.4
626.1
581.4
600
400
200
0
FY80
FY81
FY82
FY83
FY84
FY85
FY86
FY87
FY88
FY89
7
FACTS ABOUT PBS
Public Television Funding (continued)
How Is the Public Broadcasting Service Funded?
The PBS budget for FY91 (July 1, 1990-June 30,
services; and 0.6% is from the Corporation for
1991) of $123.1 million is paid primarily by
Public Broadcasting.
member stations: 86.6% of the budget is paid by
stations; 12.8% comes from PBS self-supporting
A breakdown of PBS's FY91 funding sources:
PBS Budget - FY91
Source
Dollars in millions Percentage of total
Member stations (includes Station Program Cooperative,
membership fees, Station Independence Program,
Program Challenge Fund, registration fees, and misc.)
$106.652
86.6%
Self-supporting services (includes PBS VIDEO, Adult
Learning Service, satellite services, interest income)
15.697
12.8
Corporation for Public Broadcasting grants
(for audience research and programming support)
0.750
0.6
TOTAL
$123.099
100.0%
More than three-quarters (76%) of PBS's FY91
$15.125 million (12%) - Program distribu-
budget goes to program acquisition and distribu-
tion, i.e., operation of the satellite interconnec-
tion:
tion system.
$79.214 million (64%) - Program acquisition,
The funds for program acquisition administered
including the Station Program Cooperative,
through PBS represent only a fraction of the total
Station Independence Program, Program
cost of PBS's National Program Service .
Challenge Fund and Station Program Develop-
ment Fund.
8
FACTS ABOUT PBS
The PBS National Program Service
PBS operates public television's National Pro-
producers, and other television systems and
gram Service (NPS), which provides quality
program distributors throughout the world.
children's, cultural, educational, news and public
affairs, science and nature, fundraising, and skills
In FY90, the PBS National Program Service
programs.
provided 1,485 hours of original broadcast
programs.
These programs are drawn from many sources,
including public television stations, independent
Support totaling $243.1 million was provided for
NPS programs and series that began their initial
broadcast in FY90. Funding sources include:
National Program Service Funding Services - FY90
Dollars in
Percentage Percent increase
Source
millions
of total
from FY 85
Public TV Stations
$70.4
29.0%
59%
Corporations
69.0
28.4
21
Corporation for Public Broadcasting
34.7
14.3
17
Foundations
19.8
8.1
22
Government Agencies
16.4
6.7
35
Other (independent producers, individuals,
associations and community groups, etc.)
32.8
13.5
65
TOTAL
$243.1
100.0%
36%
In FY89, the most recent year for which data are
Of these 1,630 hours, 47% were acquired from
available, 1,630 hours of original broadcast
public television stations, including news event
programs were distributed: 44.3% were public
coverage under a pooled feed arrangement
affairs programs, 23.1% were cultural programs,
(unpackaged programming available to all broad-
10.9% were children's programs, 7.9% were
casters); 41% from American independent produc-
science and nature programs, 7.9% were how-to
ers; and 12% from foreign producers.
programs, 5.8% were educational programs, and
0.1% were sports programs.
9
FACTS ABOUT PBS
Impact of Cable
on Public Television
Public TV's audience (the percentage of homes
Many communities have more than one public
watching during some point in a week) has
TV station, each offering a distinctive, separate
grown 43% since the 1977-78 season, despite
programming service. Two-thirds of cable
increased competition for viewers from cable
subscribers say one of the reasons they sub-
television and other program sources, according
scribe to cable is for better reception of a
to the Nielsen Television Index (NTI).
public TV station or access to more than one
public TV station, according to Statistical
Cable assists public TV viewing by improving
Research Inc. (SRI).
reception, especially of UHF signals (three-
fifths of all public TV stations are on a UHF
Among public TV viewers capable of receiving
frequency).
more than one public TV station on cable, 79%
reported watching more than one, according to
55% of all cable subscribers watch public TV
SRI.
each week, according to the NTI.
The Public Television Audience
Who Watches Public Television?
77.2% of all American television-owning
During prime time in this period, public TV
families—71.1 million households representing
was watched each week in 27.9 million homes
148.4 million people-watched public televi-
by 44.9 million people.
sion in March 1990, with the average home
tuning in for over seven hours during the
The average viewing household during this
month.
period watched about three hours of public
television during the course of a week; of the
During the period of October 1989-September
three hours, over an hour and a half was spent
1990, viewers in 49.5 million homes watched
with prime-time programming.
public TV each week, according to the Nielsen
Television Index (NTI). This represents 53.8%
of America's 92.1 million households with TVs
(during this period), or 87.5 million people.
10
FACTS ABOUT PBS
The Public Television Audience (continued)
Audience Demographics
Below is a breakdown, by TV household characteristics, of the public TV audience for an average week
during October 1989-September 1990, as compared with the U.S. demographic profile.
(Source: Nielsen Television Index)
Total U.S.
Total U.S.
TV
PTV
TV
PTV
Households
Audience
Households
Audience
Race*
Income
Black
11.3%
9.5%
Less than $20,000
35.1%
29.9%
Non-Black
88.7
90.5
$20,000-$39,999
31.5
31.6
$40,000-$59,999
19.1
21.1
$60,000+
Education*
14.3
17.1
Less than 4 yrs. high school
23.9
22.7
Age
4 years high school
36.5
34.0
1-3 years college
17.4
18.0
Children (2-5)
6.2
8.0
4+ years college
22.2
25.3
Children (6-11)
8.9
8.1
Teenagers (12-17)
8.3
5.4
Occupation*
Women (18-34)
14.4
11.1
Prof./Owner/Manager
24.0
25.7
(35-49)
11.1
10.9
Clerical & Sales
14.7
13.9
(50-64)
7.3
8.6
Skilled & Semiskilled
31.5
29.9
(65+)
7.4
10.0
Not in labor force
29.8
30.3
Men (18-34)
14.3
11.2
(35-49)
10.6
11.7
(50-64)
6.5
7.8
(65+)
4.9
6.8
* head of household
11
FACTS ABOUT PBS
The 25 Most-Watched
PBS-Distributed Programs
(as of September 1990)
Title
Date
///
Title
Date
///
NATIONAL GEOGRAPHIC
NATIONAL GEOGRAPHIC
SPECIAL: "The Sharks"
1/82 17.4% 24.1
SPECIAL: "In the Shadow
of Vesuvius"
2/87 13.1% 17.2
NATIONAL GEOGRAPHIC
SPECIAL: "The Grizzlies"
3/87
17.0%
22.3
THE CIVIL WAR:
"The Cause"
9/90 12.9% 14.9
NATIONAL GEOGRAPHIC
SPECIAL: "Land of the
THE CIVIL WAR:
Tiger"
1/85 16.5% 22.4
"Most Hallowed Ground"
9/90 12.9% 15.4
NATIONAL GEOGRAPHIC
NATIONAL GEOGRAPHIC
SPECIAL: "The Incredible
SPECIAL: "Save the Panda"
3/82
12.8%
17.7
Machine"
10/75 16.0%
19.0
"Lawrence Welk:
"Great Moments with
Television's Music Man"
3/87 12.7% 16.6
NATIONAL GEOGRAPHIC" 3/85 15.7%
21.3
NATIONAL GEOGRAPHIC
Best of WILD AMERICA:
SPECIAL: "Realm of the
"The Babies"
3/87
14.7%
19.3
Alligator"
4/86 12.7% 17.5
"The Music Man"
3/85
14.7%
18.7
NATIONAL GEOGRAPHIC
SPECIAL: "Rain Forest"
1/83 12.7% 18.0
"Live from the Grand
Ole Opry"
3/79 14.6% 16.3
NATIONAL GEOGRAPHIC
SPECIAL: "Among the Wild
"Live from the Grand
Chimpanzees"
1/84 12.5% 16.8
Ole Opry"
3/80 14.2% 16.3
"Saving the Wildlife"
3/86 12.4% 17.0
NATIONAL GEOGRAPHIC
SPECIAL: "Lions of the
"Making of M*A*S*H"
1/81 12.4% 14.5
African Night"
1/87
13.8%
18.1
THE CIVIL WAR:
WORLD: "Death of a
"Forever Free"
9/90 12.3% 13.5
Princess"
5/80
13.8%
14.7
NATIONAL GEOGRAPHIC
NATIONAL GEOGRAPHIC
SPECIAL: "Etosha"
1/81 12.1% 16.0
SPECIAL: "Polar Bear
Alert"
3/82
13.3%
18.4
THE CIVIL WAR:
"The Universe of Battle"
9/90 12.1% 14.2
"Great Moments with
NOVA"
3/87
13.2%
17.3
THE CIVIL WAR: "The
Better Angels of Our Nature"
9/90
12.1%
13.0
*
Cumulative audience: the percentage of U.S. TV homes viewing at least six minutes of a program (Nielsen Television Index data).
t PBS Research estimate.
12
FACTS ABOUT PBS
Most-Watched Programs (continued)
The All-Time Most-Watched
Classical Music/Dance Programs
Title
Date
1111
Title
Date
///
"Championship Ballroom
LIVE FROM THE MET:
Dancing"
1/87
8.9%
10.9
"Aida"
1/85
7.2%
8.3
GREAT PERFORMANCES:
"A Lincoln Center Special:
GREAT PERFORMANCES:
Beverly! Her Farewell
"Best of Broadway"
5/85
7.0%
7.7
Performance"
1/81
7.9%
8.0
LIVE FROM THE MET:
LIVE FROM LINCOLN
"The Metropolitan Opera
CENTER: "Luciano Pavarotti
Centennial Gala" (Part 2)
10/83 7.0% 7.9
Sings with the N.Y.
LIVE FROM LINCOLN
Philharmonic; Zubin Mehta,
Conductor"
CENTER: "Sutherland/
4/83
7.8%
7.5
Horne/Pavarotti in Concert"
3/81
7.0%
6.3
LIVE FROM LINCOLN
GREAT PERFORMANCES:
CENTER: "Pavarotti Plus"
1/86
7.6%
7.5
"Purlie"
3/84
6.9%
7.5
"The Nutcracker"
12/82
7.5%
9.4
"From Vienna: The New
Year's Celebration 1987"
LIVE FROM LINCOLN
1/87
6.9%
9.0
CENTER: "Danny Kaye with
"World Professional Dance
the N.Y. Philharmonic"
9/81
7.3%
6.5
Championship"
2/85
6.8%
8.7
"John Curry Skates Peter
"La Boheme: Pavarotti in
and the Wolf"
1/82
7.2%
8.8
Philadelphia"
8/82
6.6%
8.1
* Cumulative audience: the percentage of U.S. TV homes viewing at least six minutes of a program (Nielsen Television Index data).
t PBS Research estimate.
13
FACTS ABOUT PBS
Most-Watched Programs (continued)
The All-Time Most-Watched Drama Programs
Title
Date
////
Title
Date
///
WORLD: "Death of a
AMERICAN PLAYHOUSE:
Princess"
5/80 13.8% 14.7
"Stand and Deliver"
3/89
8.0%
8.7
"The Sailor's Return"
1/84
9.8%
12.3
GREAT PERFORMANCES:
"Life on the Mississippi"
11/80 7.7% 9.0
AMERICAN PLAYHOUSE:
"Smooth Talk"
2/87
9.3%
10.6
MASTERPIECE THEATRE:
"The Flame Trees of Thika"
WONDERWORKS: "Anne of
(Part 3)
1/82 7.5% 8.6
Green Gables-The Sequel"
(Part 1)
3/88
8.9%
11.0
AMERICAN PLAYHOUSE:
"Raisin in the Sun"
2/89 7.4% 8.0
WONDERWORKS: "Anne of
Green Gables-The Sequel"
MASTERPIECE THEATRE:
(Part 2)
3/88
8.7%
10.8
"To Serve Them All My
Days" (Part 2)
10/82 7.3% 8.5
"The Scarlet Letter" (Part 1)
4/79
8.6%
9.6
MYSTERY!:
"The Lathe of Heaven"
1/80
8.5%
9.7
"Swceney Todd"
10/82
7.3%
8.5
AMERICAN PLAYHOUSE:
"The Scarlet Letter" (Part 4)
4/79
7.3%
8.2
"Testament"
11/84 8.1% 10.3
*
Cumulative audience: the percentage of U.S. TV homes viewing at least six minutes of a program (Nielsen Television Index data).
t PBS Research estimate.
14
FACTS ABOUT PBS
Most-Watched Programs (continued)
The All-Time Most-Watched Public Affairs Programs¹
Date
1111
Title
Title
Date
///
SHOAH (Part 1)
4/87
9.8%
12.0
FRONTLINE: "The Real Life
of Ronald Reagan"
1/89
6.9%
8.4
FRONTLINE: "An
Unauthorized History
"Visions of 'Star Wars':
of the NFL"
1/83
9.2%
10.9
A NOVA/FRONTLINE
Special Report"
4/86
6.8%
8.8
VIETNAM: A TELEVISION
HISTORY: "Roots of War"
10/83
8.7%
10.2
VIETNAM: A TELEVISION
HISTORY: "The First Vietnam
"Hiroshima Remembered"
8/85
8.3%
9.9
War (1946-1954)"
10/83
6.8%
8.0
FRONTLINE: "Death of a
FRONTLINE:
Porn Queen"
6/87
8.2%
9.7
"88 Seconds in Greensboro"
1/83
6.7%
7.5
"Democratic Presidential
FRONTLINE:
Debate"
1/84
8.0%
9.4
"The Earthquake Is Coming"
2/87
6.6%
7.8
CHILD SEXUAL ABUSE:
SHOAH (Part 2)
4/87
6.5%
8.0
WHAT YOUR CHILDREN
SHOULD KNOW:
VIETNAM: A TELEVISION
"A Program for Parents"
9/84
7.4%
8.7
HISTORY: "America's
Mandarin (1954-1963)"
10/83
6.4%
7.5
FRONTLINE:
"Memory of the Camps"
5/85
7.2%
8.3
FRONTLINE:
"AIDS-A National Inquiry"
3/86
6.1%
7.1
FRONTLINE:
"The Real Stuff"
1/87
7.1%
8.4
VIETNAM: A TELEVISION
HISTORY: "The End of the
VIETNAM: A TELEVISION
Tunnel (1973-1975)"
12/83 6.1% 7.2
HISTORY: "Tet, 1968"
11/83
7.0%
8.2
* Cumulative audience: the percentage of U.S. TV homes viewing at least six minutes of a program (Nielsen Television Index data).
t PBS Research estimate.
I Programs covering current events or recent history.
15
FACTS ABOUT PBS
PBS and Education
The PBS Adult Learning Service (ALS)
ALS in Brief
The ALS Partnership
The first nationwide effort (1981) to provide
ALS assists stations and colleges with course
coordination and focus for adult learning
acquisition, scheduling and distribution,
through television. (Instruction via TV began on
promotion and marketing, audience research,
an ad hoc basis in the 1950s with a few pioneer-
national program screenings, and professional
ing colleges.)
development and training.
Local partnerships, involving more than 1,800
Local public TV stations broadcast the tele-
colleges and universities and 96% of all public
vision courses, coordinating selections,
TV stations, working together to provide greater
schedules and promotion with their local
access to a college education to adult Ameri-
institutions of higher education.
cans.
Local colleges select the courses they want to
These partnerships offer hundreds of hours of
offer, assign faculty and award credit accord-
quality college-credit TV courses to more than
ing to their standards and needs.
265,000 tuition-paying students each academic
year. Since fall 1981, over 1.5 million students
have been served.
In addition to those taking courses for college
The Economics of ALS
credit, millions more watch television courses
each week during prime time and other hours
Participating colleges and universities pay the
for their own self-improvement and enjoyment.
Adult Learning Service a license fee for the
right to use an ALS course for credit.
Each course undergoes rigorous review by
teaching faculty, scholars and instructional
Students seeking course credit through ALS
designers to guarantee faculty and students a
programs enroll at participating schools and
valuable educational experience.
pay tuition fees to these colleges. The schools
then forward to ALS a small fee for each
While ALS makes available an array of TV
student enrolled in an ALS course.
courses and support services, the local partner-
ships decide which elements will best serve the
Funds received by ALS support the ALS
needs of their communities.
service, including royalties to the program
producers and payments to PBS member
Courses are acquired from PBS member sta-
stations airing ALS programs.
tions, college-based producers, independent
producers and consortia of educational program
In FY90, ALS returned more than $2.1 million
producers.
to participating stations and producers. An-
other $950,000 was paid to PBS in overhead
The current ALS catalog includes 46 courses in
fees to help offset overall PBS operational
the arts and humanities, history and the social
expenses.
sciences, science and health, business and
technology, and professional development and
teacher education.
16
FACTS ABOUT PBS
ALS (continued)
The ALS Audience
The Economics of ALSS
There are 60 million people 25 years of age
The basic yearly fee for participating colleges
and older who do not have college degrees and
is $2,500. Some ALSS programs and services
who are not now in college.
are included in the participation fee, while
others have modest charges. Colleges select
Many of the 23 million adults with college
the programs they wish to use, tailoring their
degrees are seeking to earn different or addi-
participation to local needs.
tional degrees or want to take certain courses
because the subjects interest them.
Most colleges recapture the initial ALSS
participation fee through free access, free
According to a Roper study, 34% of the
programming, remarketing opportunities,
population between 18 and 45 would like to
reduced fees and other savings.
take a college course via TV and would be
willing to pay for it.
ALSS, like the rest of the Adult Learning
Service, is self-supporting. Revenue received
from the licensing of ALSS programming
supports ALSS, including royalties to produc-
ers and payments to participating stations.
The Adult Learning Satellite
Service (ALSS)
ALSS is an initiative of the Adult Learning
Service and local public television stations to
The ALSS Audience
deliver, via satellite, quality educational
programming directly to colleges.
More than 1,500 colleges are known to have
satellite-receive equipment, and that number is
Through ALSS, over 1,300 colleges with
growing rapidly.
satellite-receive equipment have directly
accessed complete television courses, resource
ALSS programming will reach many thou-
programming for classroom and library use,
sands of students, adult learners, faculty
and live and taped videoconferences, lectures
members and administrators on campuses, as
and seminars for faculty, administrators,
well as government, business, social service
students and off-campus groups. Of those
and other employers and community groups
colleges, some 317 are full participants in
off-campus with direct satellite-receive
ALSS.
capability.
ALSS extends and complements the Adult
Learning Service by providing a nonbroadcast
programming service to colleges. Broadcasts
on public television stations will continue to
be the primary means of delivering television
courses to most adult learners.
17
FACTS ABOUT PBS
ALS (continued)
The Business Channel
As with ALSS membership, members of The
In fall 1989, the Adult Learning Service
Business Channel select the programs they
launched The Business Channel, a specialized
wish to use, tailoring their participation to local
programming strand that provides colleges and
needs. Most colleges and businesses recapture
businesses with up-to-date programs on topics
their participation fee through free access, free
such as marketing, management and software
previewing, remarketing opportunities and
training. Businesses and colleges that have
reduced fees.
satellite-receive equipment can directly access
business-related resource programs and live
The Business Channel is self-supporting, and
and taped videoconferences featuring top
revenue received from the licensing of its
business experts. During FY91, The Business
programming supports The Business Channel,
Channel will feature over 50 business training
including royalties to producers and payments
and resource programs and over two dozen
to participating stations.
live, interactive videoconferences.
The Business Channel programming is always
ALSS members receive a free membership in
available via C-band satellite-receive equip-
The Business Channel. The basic yearly fee for
ment and is often available on Ku-band as well.
businesses and colleges that wish to join The
The Business Channel programs-because of
Business Channel separately is $500. Approxi-
their immediate applicability-are an impor-
mately 140 businesses and colleges currently
tant resource to students, adult learners and
are members of The Business Channel.
business people.
The PBS Elementary/Secondary Service (ESS)
ESS in Brief
The PBS Elementary/Secondary Service:
serves as a national advocate for the use of
increases the reach and utility of appropriate
television and other technologies for learning
PBS prime-time programming to the K-12
in the nation's schools; and
educational community;
works with other national and regional organi-
acquires and distributes high-quality school
zations to track developments in national
television programs for formal and informal
policy for the educational television commu-
instruction;
nity.
provides professional development programs
ESS, serving a dual constituency of public
for teachers and other educators;
television stations and the education community,
works to maintain and expand the position of PBS
supports and provides electronic and print
and public television stations as the preferred
information services for and about public
providers of school television programming and
television and education;
services nationwide.
18
FACTS ABOUT PBS
ESS (continued)
Public Television's School
School Television and Other
Services at a Glance
Programming Resources
79% of public TV stations provide educational
A primary activity of ESS is the acquisition and
programming specifically for classroom use.
distribution of exceptional programming specifi-
cally designed for classroom use and live special
Of these, 98% use their main broadcast channel
events programming for students. (Instructional
to deliver programming to schools. In addition,
programming includes teacher guides and other
70% also deliver programming to schools via
support materials to help educators integrate the
other methods, such as satellite, ITFS (micro-
programming into classroom curricula.) Curricu-
wave) or dedicated cable channel.
lum areas include math, science, hisotry, reading,
art, music, career planning, social studies, lan-
87% of these public television stations supple-
guage arts and foreign languages.
ment their programming with additional educa-
tional materials and utilization services, often in
ESS seeks extended off-air record rights for year-
conjunction with related state or local education
round school use of PBS general-audience
agencies.
programs such as RACE TO SAVE THE PLANT
and EYES ON THE PRIZE I and II. NATIONAL
Two-thirds (29.5 million) of all elementary and
GEOGRAPHIC SPECIALS, SCIENTIFIC
secondary students attend schools that are
AMERICAN FRONTIERS and THE INFINITE
served by public TV stations.
VOYAGE are examples of general-audience
programs that have extended school rights thanks
76% of public TV stations broadcast inter-
to underwriter support.
related school programming in large blocks,
usually in the middle of the night, specifically
PBS Tune-In Guides, highlighting selected prime-
for schools to record on videocassettes and use
time programming, help educators to use public
at their convenience.
TV programs more easily. Tune-In Guides
provide series descriptions, program titles,
information about off-air recording rights and
related educational materials, and viewing tips
that allow teachers, librarians and families to plan
activities using the programs as a base.
19
FACTS ABOUT PBS
ESS (continued)
Professional Development Pro-
PBS Education Clearinghouse
gramming
The PBS Education Clearinghouse collects and
ESS is a leader in providing stations and other
distributes information and conducts research on
education agencies with professional development
the instructional uses of video and related tech-
opportunities for educators and school administra-
nologies. The Learning File, a quarterly publica-
tors. Recent videoconferences have addressed
tion of the Clearinghouse, includes data from PBS
technology tools for teaching, successful school
research studies, success stories from exemplary
restructuring, academic tracking, student assess-
programs and projects, articles by national educa-
ment, collaborative learning techniques, critical
tion leaders and local practitioners, legislative
thinking skills, at-risk students, school-business-
updates, and other materials collected from across
community partnerships, and school policy and
the country.
legalissues regarding AIDS.
Technology Projects
Partnerships with Education
ESS is working with PBS Engineering and PBS
ESS serves as a national advocate for the use of
ENTERPRISES to use the broadcast signal's
learning technologies in the nation's elementary
vertical blanking interval to transmit interactive
and secondary schools. Through such activities as
programming, software and data for instructional
the ESS National Advisory Committee (represent-
purposes.
ing education groups and public TV stations),
outreach, and promotion and awareness efforts,
In addition, ESS supports the use of EDISON,
ESS works to build partnerships with national
LEARNING LINK and CURRICULUM CON-
education associations to broaden the support
NECTION, on-line data systems developed by
within the educational community for public
local public TV stations and regional organizations
television programming and services and to ensure
to support and extend the use of public TV pro-
that programs meet critical education needs.
gramming in the classroom.
20
FACTS ABOUT PBS
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LearningSolutions
The
Educational
Power of
Public Television
Public Television's
Role in Education
Public TV is committed to help achieve the nation's educational goals. It started out
as "educational TV," and stations today offer an average of 32 hours a week of instructional and preschool
programming. In addition, public TV's primetime and daytime programs inform nearly 100 million
Americans a week.
1
"Distance learning" through Instructional TV benefits many students where
there's no teacher available. Qualified instructors simply cannot be found everywhere there are
students who hope to take an advanced science or language course. Public TV expands educational
opportunity and reduces inequity through statewide and multi-state hookups that bring instruction to
those students. And by transporting electronic signals instead of teachers 01 students, it does so economi-
cally.
But in most cases the teachers back in the classroom still are the ones respon-
sible for teaching-public TV signs on as teacher's helper. Public TV provides audiovisual
and print materials for the classrooms, and trains teachers how to use them. It also offers satellite
videoconferences to help teachers further develop their professional skills and join their peers in the debate
on current educational issues.
To help in the classroom, public TV is working In partnerships with states, school
systems, colleges, universities, educational associations and businesses. Increasingly,
the partnerships span numerous states or even the whole nation. Many public TV stations themselves are
operated by educational institutions, and three-quarters air daytime instructional programs in cooperation
with local schools.
Besides television, public TV's educational projects use the most appropriate
combinations of electronic technologies. The selection includes computer-based systems, fiber
optics and cable TV transmission, videocassettes, videodiscs, nationwide and international satellite relays,
and regional microwave video networks.