Ira Rubenstein explains the challenges facing today’s traditional broadcast networks and how PBS transformed itself in the digital era by leveraging data-driven marketing and embracing as many different digital platforms as possible to reach new audiences outside of its loyal and core followers. According to Ira, the key disruption happening right now in the TV industry is the shift in consumer behavior from a linear viewing experience to on-demand consumption, and serving disparate audiences affects a network’s ability to broadcast in the traditional sense. The new reality for TV is understanding the viewing habits of many different audiences, linear and non-linear, and then learning how to reach them in ways that they want to be reached. This inspires a legacy brand like PBS to grow, experiment, and find new ways of providing quality programming without abandoning its key mission as a provider of life-long learning and quality educational content.
How PBS Transformed Itself in the Digital Era with Ira Rubenstein, Chief Digital and Marketing Officer, PBS
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