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Current.org Lawson: federal aid need not shrink
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"
How public TV can double its federal funding
APTS President John Lawson
laid out the organization's multipronged fundraising
strategy most recently in a presentation to Maryland Public TV officials
in April [2003]. This commentary is adapted from his remarks .
Commentary
published in Current, May 12, 2003
By
John Lawson
By commissioning the recent work of McKinsey &
Co., CPB has performed a valuable service for public television. It
is vital that we assess our current economic condition with unblinking
clarity. The recent CPB-sponsored round robins have facilitated a robust
and healthy debate about the future of our troubled industry.
McKinsey and CPB, however, would do well to take
a second look at what is emerging as a major new growth area for public
stations: federal funding tied to specific services delivered through
DTV and other means. As someone who has successfully advocated for federal
funding for a range of causes and clients for more than 13 years, I
believe we could potentially double current federal funding through
this approach. The possibilities are far too great to be ignored.
A disciplined approach to new funding prospects
will build on public television's successes to date. New sources could
include existing federal funding programs as well as new ones that could
be created. Standing alone, none of these funding opportunities is an
instant fix from Congress that will "save" public television. Taken
together, however, these funding sources can complement the business
initiatives under consideration by CPB to substanti"
....
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