Public

Broadcasting

Council

Balanced Scorecard

Final

2011-2012

▲- Exceeding Target

■ - At risk

▼- Underperforming

☻- on track

WXXI Public Broadcasting Balanced Scorecard

2012

Strategic Objective Measured by Last Year

YTD Actual Year End Target

Program, Engagement & Audience Programming & Production Select and create compelling, engaging content that reflects and strengthens the community.

Develop at least four special multiplatform initiatives

4 8 ▲ 12

Evaluate, prioritize and strengthen partnerships

27 59 ▲ 38

Use regional and national production to promote community strengths

5 13 ▲ 7

Interactivity & Engagement Provide innovative services that enhance the impact and value of WXXI content.

Educational outreach initiatives 75 95 ▲ 75

Community outreach 57 86 ▲ 60

Visibility & Audience Raise the visibility and community understanding of WXXI as an essential resource in people’s lives.

Track & benchmark ratings Top 10% Top 10% ☻ Top 10%

Impact of key service areas N/A Reported by

project ☻ N/A

Infrastructure & Growth

Technology Employ current and next generation technology to enhance our service to the community.

Expand reach of radio services. N/A

WITH WEOS WRUR

Completed

☻

WITH WEOS WRUR

Completed

Acquire and install HD switching capabilities

Grant written In use ☻ In use

Evaluate joint master control and expanded storage systems

Planning Construction ☻ Construction

Internal Processes

Work Culture Nurture a constructive and adaptive work culture that embraces change, creativity and promotes achievement and commitment to the WXXI mission.

Recruitment Track recruitment activities and outreach.

Complete EEO Report

filed ☻ Complete

Conduct quarterly surveys following all-staff meetings.

2 2 surveys

85% ▲ Achieve 80% satisfaction

Ensure that performance evaluations reflect accountability, and set goals and objectives for the coming year.

N/A 100%

participation ☻ 100%

participation

Board Development Ensure future growth and success through continued development of a strong, involved and committed Board of Trustees.

Board Member Satisfaction 8.5 8.4 ☻ 8.5

Board financial goals 100% 100% ☻ 100%

Attendance and participation of Board members in WXXI events and committees.

100% N/A ☻ 100%

Financial

Fiscal Stability Achieve financial stability and sustainability through the focused growth of traditional funding sources, the creation of new revenue opportunities and effective stewardship of

resources.

Balanced Operating Budget +6% 0% ☻ +/- 0%

Capital Campaign Launch On track ☻ 50%

Individual Giving $3,900,554 $3,899,547 ☻ $3,986,500

Sales & Marketing $1,218,445 $1,303,759 ▼ $1,415,700

Program Funding $1,842,816 $1,938,420 ▲ $1,884,260

3

Strategic Plan 2010-2013 The Strategic Plan for WXXI includes Strategic Objectives in key areas designed to support the overall mission and vision of the organization. For the purpose of the Balanced Scorecard, these Strategic Objectives can be represented by four major areas of organizational effort. For this year-end reporting period, three of the areas are broken out in more detail.

Vision

WXXI will be the area’s trusted media partner and best public broadcaster in the nation in the way it strengthens its community.

Values

• Commitment to our community

• Respect for our audience & ourselves

• Independence & integrity in our work

• Dedication to the value of learning

• Appreciation for innovation & creativity

• Respect for diversity & balance of perspectives

• Superior stewardship & accountability

Programming Engagement &

Audience

Internal Processes

Fiscal Stability

Technology & Growth

Mission

WXXI is the essential, life-long educational public media resource for the Greater Rochester area. WXXI engages the community with programming that stimulates and

expands thought, inspires the spirit, opens cultural horizons and promotes understanding and discussion of diverse issues.

2

▲- Meeting/

Exceeding Target

■ - At risk

▼- Underperforming ☻- on track

WXXI Public Broadcasting Scorecard 2012

Programming, Engagement & Audience

Strategic Objective

Measured by Last Year Total

YTD Actual Year End Target

Programming & Production Provide content that fills needs…leverage content across media platforms

Develop a minimum of four special multiplatform initiatives to generate tune-in, listener and viewer loyalty and audience growth.

11 News: 4 Health: 3

Arts & Culture: 2 Education: 4

Total: 13

▲

12

Position services as essential forums for major issues

Provide for community interaction. Expand events at the Little Theatre

4 events

***

6+ events

▲

5

Evaluate, prioritize and strengthen strategic partnerships Work to meet the needs of the underserved.

Partnerships • Access to expertise • Audience reach • Impact

40 63 Total

38

Use Regional and national media to place community strengths on national platform

Regional/national projects # 5 13 ▲ 7

Carriage • Second Opinion • BizKid$ • Restoring a Masterpiece • With Heart & Voice • Christmas w/ Madrigalia

Markets 230 250 76 118 80

250 250 130 125 101

▲

230 250 75 118 90

Interactivity & Engagement

Actively engage the community through educational and outreach initiatives

Training & Education Workshops /Webinars

Community Engagement

• Community Events

• Screenings/Lectures

• Online Chats/Events

• Homework Hotline anniversary

• Dialogue on Disability

• Next Avenue

• Project Five (LT)

• Talkback events (LT)

• Film Festivals (LT)

93 Total

57 Total

95 Total

86 Total

48 (LT)

☻ ▲

75

60

40 (LT)

Visibility & Audience

Raise the visibility and community understanding of WXXI as an essential resource in people’s lives

Track & Benchmark Ratings per SABS Site visits Facebook (25 pages) Film attendance

Top 10%

1,702,239 10,450 103,900

N/A

1,877,840 18,035 105,499

▲

▲ ▲ ▲

Top 10%

1,700,000

12,500 105,000

Impact of key service areas N/A As reported. Per plan

3

Programming & Production

Select and create compelling, engaging content that reflects and strengthens the community.

Programming Highlights News

A number of special reports produced by the Center for News & Public Affairs:

• Need to Know Rochester produced a special edition on the dropout crisis in the city school district and a televised town hall called “The Dropout Dilemma” hosted by Helene Biandudi and Tariq Spence of WDKX.

• Need to Know Rochester produced a special edition on Rochester's efforts to combat childhood obesity. This report was featured by WNET.org.

• Liza's Letter was a positive news series inspired by young listener. A local ten-year-old girl sent a letter to WXXI News asking for a whole day of “happy news” and offering to round up some of her friends to listen. That letter inspired WXXI News to present a series of stories that focus on the positive in local health, business, education, arts, sports, and more. The weeklong radio series named after its author.

WXXINew.org launched in November. It is more user friendly and encourages more citizen engagement.

This period marked the completion of two-years of the CPB-funded Innovation Trail. This five-station collaboration has been marked by a number of successes. Our reporters have filed almost 825 features and spot reports, along with hundreds of posts detailing breaking news, original reporting, and useful resources on InnovationTrail.org. Our work has appeared on at least nine of New York’s public radio stations, and has been viewed across the state on New York NOW. Our content has been featured multiple times by the PBS NewsHour on its website and Innovation Trail reporters have filed dozens of pieces for NPR.

Efforts to reach out to users in the digital space are already in full swing. With thousands of tweets and over hundreds of followers, the Innovation Trail Twitter account is beginning to gain momentum. Our Facebook page averages about 300 active users on a weekly basis, and we expect those figures to rise following a concerted social media effort on the part of collaborating stations, a Google adwords campaign, and a Facebook ad campaign.

A sustainability plan is designed to carry the project forward past the funding from CPB. At the same time, CPB has granted an additional (third) year of funding for the project at about 80% of the current grant level.

4

New Programming America’s Test Kitchen and Moyers and Company were added to the AM 1370 weekend schedule. America’s Test Kitchen attempts to solve every day cooking problems, tests equipment, and tastes supermarket ingredients. It's a common-sense, practical approach you won't find on other cooking shows. Moyers and Company continues Bill Moyers’ long-running conversation with the American public by offering a forum to poets, writers, artists, journalists, scientists, philosophers, and leading scholars. It also features his hallmark essays on democracy.

Arts & Culture DOCUMENTARY PROGRAMMING

The Next Hundred Years: Frank Lloyd Wright’s Boynton House Two years ago, WXXI was invited to follow the owners of the Boynton House on an inside journey of an almost total restoration of the Frank Lloyd Wright-designed property. This year, WXXI completed the documentary and offered audiences a sneak preview screening during December pledge. The screening earned $17,900 in pledge dollars and offered audiences a tour of the house over the Memorial Day weekend. A public screening event was held in the Fall 2012, as well as a broadcast premiere of the completed program. Xerox Rochester International Jazz Festival

WXXI produced a national release of its 10

th anniversary series from the Xerox Rochester International Jazz

Festival and recorded three concerts from the 11th season of the Festival. Each high definition recording

captured an artist from the Kilbourn Hall series and captured the flavor and culture of this high-profile community event. As part of the 10

th anniversary project, WXXI and the XRIJF partnered to produce John

Nugent and Strings from Kodak Hall. The concert was part of the broadcast series and was produced as a commemorative DVD. Historically, carriage of the series has been strong across the country. The series is available in 96% of the top 25 television markets in the country. The chart below outlines carriage across the entire country.

Analog Stations 1,168 54.32 %

Digital Stations 8,933 92.75 %

All Stations 10,101 92.90 %

5

RIT Big Shot This history and future story of the RIT nighttime photography project featured a close-up look at each of the more than 21 photos. It earned $6,200 in pledge and will be distributed national in Fall 2012.

Benches A whimsical look at the public art project from two years ago, this documentary was nominated for a New York State Emmy award. Women’s History Month Classical 91.5 featured female composers, conductors and performers throughout the month of March, with particular emphasis on International Women’s Day. In addition, Noteworthy Moments in Women's History was produced in partnership with the Susan B. Anthony House. The month-long series featured vignettes about Belva Ann Lockwood, the first woman admitted to practice law before the U.S. Supreme Court; Lillian D. Wald, public-health nursing advocate; Kate Gleason, the first woman admitted to Cornell University’s mechanical engineering program; Ida Wells-Barnett, journalist, suffragist and friend of Susan B. Anthony; and Mary Stafford Anthony, Susan’s younger sister. National Poetry Month WXXI celebrated poets and their beautiful words during the month of April with a special series of Poetry Moments, created in collaboration with Rochester-based BOA Editions. The daily series aired April 15-20, and featured poems by Al Poulin Jr., Barton Sutter, Keetje Kuipers, Lucille Clifton and others. MUSIC Classical 91.5 continued to produce monthly Backstage Pass programs, adding the element of live on-line video streams to the radio broadcast. The monthly program included performers from the Gateways Music Festival, the Eastman Indonesian Gamelon, and a concert by the Rochester Philharmonic Youth Orchestra. The program is also heard on WNED-FM in Buffalo, on Saturday evening.

� January: Imani Winds � February (Black History Month): Members of Gateways Music Festival � March: Publick Musick � April: Gibbs & Main/EuphoNY 2012 � May: Members of the 40

th International Viola Congress

� June: Resonanz with Gibbs & Main With Heart and Voice WHV income: $12,000 production funding from Houghton College; $20,000 carriage fees; heard on 125 stations in 27 states and Puerto Rico. WHV Listener Comment: My husband is 60 with advanced dementia and I take care of him at home. Coincidentally he is of Russian ancestry, and also always had special affinity for sound of bells and chanting. When he heard your selection “Easter Beginning,” he sat right up and became clearly attentive and listening. Thanks again, I thought you’d like to hear about your part in creating a healing time for him. (Margaret in Rochester, NY)

6

International Viola Congress May 30, 2012, Classical 91.5 and WITH-HD2 broadcast the live Opening Concert from the 40

th International

Viola Congress from Kodak Hall at the Eastman Theater. Julia Figueras hosted the live broadcast with pre-recorded elements produced by Mona Seghatoleslami. This was a partnership with Eastman School that provided the interconnection that will enable WXXI to continue to present live broadcasts from Kodak Hall. Local Holiday Programming RPO Holiday Pops, the RPO Christmas Concert, Christmas with Madrigalia and Rochester Lessons and Carols. Outreach and Live Broadcasts GrassRoots (WITH & WRUR), Clothesline (WRUR and 91.5), High Holy Days (91.5 & WITH-HD2), Viola Congress (91.5 & WITH-HD2), Ithaca Festival (WITH & WRUR), Live from Hochstein-ongoing (91.5, also heard on WNED-FM on Saturday evenings). Mona Seghatoleslami joined Classical 91.5 as the new afternoon drive host, continuing WXXI’s commitment to locally hosted music programming. In addition, Song Travels was added to the Classical 91.5 weekend schedule. Host Michael Feinstein welcomes a new guest each week to explore the genre of American Popular Song, examining how these great songs have evolved through the years, changing with each interpretation and artist. Guests as diverse as Joshua Bell, Bette Midler, Cheyenne Jackson, Rumer, Thomas Lauderdale, and Liza Minnelli give intimate performances and share personal insights.

OnStage WXXI produced a 12 episode local music series, OnStage, in 2011-2012. Funded by Genesee Beer, the series premier included a concert by the Low Gramm Band, recorded at the Rochester Public Market in July. Production includes concerts recorded in WXXI’s Studio A, and in two additional venues to the Public Market. Concerts were produced from Abilene in the East End, and are scheduled for production from Lovin’ Cup near the RIT campus. Each 60-minute program features two bands, for a total of more than 24 musical groups which hail from Rochester and the surrounding region.

Health WXXI completed the Healthy You project in the Fall 2011, partnering with WSKG, Binghamton and the University of Rochester Medical Center. The child obesity project provided a successful model for use of public service media and multimedia to have impact on a community issue. The television, radio, online, on-demand and direct outreach project was summarized in the following way by an independent evaluator, Hezel Associates: Evaluation results indicate positive impacts on the program recipients. The majority of stakeholder survey respondents agreed or strongly agreed to the following statements:

• Public broadcasting can have an impact on childhood obesity (87.1%)

• Along with community partners, my local PBS station has made an impact on childhood obesity through Healthy You or Working on Wellness (83.9%)

• Along with community partners, the station’s efforts can have a sustainable impact on childhood obesity (90.3%)

7

A survey respondent shared, “There is awareness by parents communicated directly to me about WXXI's programs on childhood obesity. It is unquestionably in the dialogue among parents and children.” Reportedly, schools are making changes to menu and vending machine offerings, and parents are changing what food they shop for and how they prepare meals. A survey respondent also noted, “Children are trying to create more meals and snacks out of healthier foods and exercise at least every day.” On a scale of 1 to 10, with 1 representing not important and 10 representing extremely important, 27 survey respondents provided a rating with a range of 6 to 10 and average of 9.3 for the importance of the stations’ efforts to obtain new funding to continue their efforts targeting childhood obesity. WXXI earned the following awards for the project:

• National health Information Award for Health Promotion, Disease and Injury Prevention • Community Partner Award- University of Rochester Medical Center • New York State Broadcasters Association Award for Best Locally Produced Program Designed for

Children.

Dialogue on Disability

WXXI and Al Sigl Community of Agencies’ programming initiative – Dialogue on Disability: The Herman & Margaret Schwartz Community Series – has been celebrating the amazing lives of people with special needs for the last decade. At the heart of this initiative are programs that can be seen on WXXI-TV/HD (DT21.1/cable 1011 and 11), WXXI-CREATE and City 12, and heard on AM 1370/FM-HD91.5-2 and Reachout Radio that encourage community dialogue about the abilities of people with disabilities and the importance of inclusion.

The centerpiece of this year’s project was a film that introduces viewers to 28 musicians and singers. For Once in My Life, takes an infectious, expectation-defying look at the inspiring Spirit of Goodwill Band, a unique ensemble with a wide range of disabilities who share an uncanny gift for music, joy, and friendship. Following the band, made up of workers at the Goodwill Industries Center in Miami, the film captures their determination, talent, and dedication.

In addition Dialogue on Disability featured several uplifting films and TV programs throughout the week:

• Autism: Coming of Age • Original Minds • Right to Risk: A 15-Day Journey through Arizona's Grand Canyon • Dreamers Theater • Second Opinion: Autism

WXXI broadcast a variety of children’s programs on WXXI-TV/HD and WXXI CREATE (DT 21.31 cable 433), that deal with disability issues.

On radio, Bob Smith talked with local experts about the many abilities of those with disabilities on 1370 Connection, and AM 1370 presented two special programs during the week: Fade to Dark: The Age Of Alzheimer’s, and The Wild Child about Bipolar Disorder.

WXXI and Al Sigl Community of Agencies provided promotion for the effort and all the content was coordinated at wxxi.org/dod. It’s clear that cross-platform efforts, implemented in conjunction with solid community partners, have impact. First-year results from the Dialogue on Disability effort totaled approximately 30,000. The most recent audience estimates total nearly 1 million people.

8

ACTIVITY Audience

Estimates

Television

Kid's program acquisitions 250,000

For Once in My Life 5,000

Second Opinion – Autism 9,000

Autism: Coming of Age 3,000

Original Minds 2,000

Right to Risk 2,000

Dreamers Theater 3,000

Justin Hines: Days to Recall 2,000

Radio

1370 Connection 24,000

Fade To Darkness: The Age Of Alzheimer's 2,500

The Wild Child: Coping with a Bipolar Youth 2,500

TOTAL On-air Audience 305,000

Print, Online, In-person

Electronic Newsletters 30,000

On-air promotion (Radio & TV) 300,000

Social Media 3,200

Member Guide 25,000

WXXI.org Feature page 300,000

GRAND TOTAL Audience Impressions 963,200

Second Opinion Second Opinion completed production and distribution of its eighth season in this period. Carriage reports from the period January 2010- December 2011 indicate strong carriage for season 8 and past seasons that are still carried on many public television stations as they hold a place for new episodes.

Type Telecasts Stations Markets States % Coverage

All Stations 39,604 394 146 44 84%

Main Channels 9,494 153 95 34 58%

Primary Stations 3,899 71 69 28 26% Season eight also included the launch of a Facebook page and Twitter feeds, and these elements have become a main source of feedback from viewers to the program.

Our collaboration with WXXI and the power of their programming and their airwaves has significantly raised awareness in our community regarding the important issue facing people with disabilities.

Dan Meyers, President

Al Sigl Community of Agencies

9

A sampling of viewer feedback: “Every Friday morning at 7:30AM (on World, as part of Maine Public Broadcasting), my wife and I sit on our couch, sip our morning tea and watch your program. We both consider it one of the best programs on TV. Always informative, always interesting. She's an RN of 31 years and always comments when you hit the nail on the head (which is quite often!).” “I've been watching the series for some time now, and find it very helpful and informative… I think the show strikes the right balance between explaining things in detail, and not getting overly technical. I hope the show continues for a long time.” “WONDERFUL, NECESSARY, VERY HELPFUL! I enjoyed the mix of panelists, as they were able to speak to the topic from personal & professional points of view.” “You ask the right questions, keep things flowing, stay neutral, never condescend to your panel or your audience and make it very accessible for all of us wanna-be doctors. Keep up the great work!” Social media has had a major impact on Second Opinion and on secondopinion-tv.org. The program’s major funder, Blue Cross Blue Shield Association, renewed its funding and worked to plan a social media strategy for the program. Carriage and social media additions to season nine are detailed here: Social Media Additions: #ASKTVDR. WXXI and Blue Cross Blue Shield Association partnered with public TV stations, URMC and other community and national agencies, to create Twitter chat events around six key episodes of Second Opinion season nine. The following topics were tweeted from WXXI while Twitter followers and participants watch a live webcast of the episode recordings:

• ALS (Lou Gehrig's Disease) • Mystery Illness • New Cancer Treatments • Grief • Conversion Disorder • Food Safety

The Twitter chat project resulted in an increase in Second Opinion Twitter followers to more than 306, and inspired our funder, Blue Cross Blue Shield Association to plan weekly Tweet chats around Second Opinion topics and panelists. They begin in October. A sampling of Tweets during the ALS & Grief episodes: Your guest, Gary is spot on about the importance of peer-to-peer assistance and communication! #asktvdr @ alsagoldenwest #AskTVDr Gary Temoyan is sharing his personal story right now. Your ALS stories help inspire... fb.me/1L0JHywZg On the topic of environmental factors, does anyone on the panel think radiation exposure is a possibility? #asktvdr Such courage! RT @secondopiniontv: ?s to #AskTVDr. Congdon shares story-fairport daughter killed 5 yrs ago. LIVE Taping ow.ly/aWHU6 The father on the show sharing the story of the loss of his daughter...he's amazingly strong! #AskTVDr @secondopiniontv

Archives of the Twitter Chat Events can be found here: http://secondopinion-tv.org/highlight/twitter-event-archives

10

These efforts also affected the Second Opinion Website. Note that July is only the first month of the next quarter and yet in some cases it equals data from other full quarters and/or is further ahead of a single month. Klout scores continue in the 40’s over the past 90 days.

Education WXXI continued its leading role as a producer and presenter of quality educational content, with nearly 16 hours of educational television programming each day. In addition to the production of Assignment: The World, a nationally distributed program focusing on social studies for middle school students, WXXI co-produces BizKid$, a national program about entrepreneurship and financial education.

Homework Hotline Homework Hotline celebrated its 20

th year on the air with a year-long

initiative, including a Hot Shot “Homework is cool” Photo Contest, new logo, a celebration with special guests, and the testimonials. We had testimonials by Tom Proietti, George Wolfe, Joe Zuniga, Carol Smith, Bolgen Vargas, Adam Urbanksi, Louis Slaughter, and Maria Neira. The program also hosts a companion Web site at~<homeworkhotline.org> This year, Homework Hotline’s email and Facebook pages were new resources for students who wanted to use multimedia to ask homework questions. So far we have 401 “ likes.”

0

100

200

300

400

500

2010 2011 Apr-12 May-12 Jun-12 Jul-12

Second Opinion Social Media

Facebook Fans

Twitter Followers

10/10-

12/10

1/11-

3/11

4/11-

6/11

7/11-

9/11

10/11-

12/11

1/12-

3/12

4/12-

6/12Jul-12

Visits 9,316 11,443 11,413 10,294 13,478 18,591 22,874 9,696

0

5,000

10,000

15,000

20,000

25,000

Quarterly Visits

11

Statistics: This year we worked through 331 questions live on air, 90 percent of these problems were math related. The majority of the calls come from the New York City area:

85 percent of the callers were in grade from 4

th-8

th.

571 students called in or emailed in the correct answer to the Teaser questions for the year. 20 Regents review problems were covered on air Segment Work: Homework Hotline produced 78 new segments, 39 of these new segments were also aired on Assignment: The World:

• 12 new Healthy You segments were produced. These segments focused on brining awareness about the obesity epidemic that is facing America’s youth.

• 4 segments on energy in partnership with the Innovation Trail. • 4 new Women’s History Month segments, partnership with American Graduate. • 4 new Black History segments History Month segments, partnership with American Graduate. • 20 new zoo segments from Buffalo, Syracuse, Seneca Park

. Homework Hotline also:

• Went to eight schools to produce 24 new Book Reviews. • Teamed up with WXXI News and WCNY in Syracuse, New York for the American Graduate series.

The purpose of this series was to show students the hard ship of dropping out of school and the choices that some students have to make. Six of these segments were aired on Homework Hotline and Assignment: the World.

Strategic Partnerships WXXI seeks to develop and strengthen our strategic partnerships, locally and statewide, that can help us enhance programs and services, and promote our mission. Partnerships also help us identify and work to meet the needs of under-served segments of our community. For 2011-2012, we will continue to gauge the impact of our partnerships, assure we have the appropriate partners in each impact area, and maximize their value. We targeted an increase of about 10 partners in this year and have already increased significant partnerships to 42 across our key content areas. We will continue to evaluate each of the partnerships.

Most significant, and well beyond a collaboration, is the affiliation with the Little Theatre Film Society. This affiliation takes partnership to an entirely new level by strengthening and broadening WXXI’s mission. Over the past six months, we began to work together as one organization, while respecting the differences in mission as well. We look forward to developing strategies for working together.

59%30%

10% 1%

Homework Hotline Call Locations

NYC/NJ

Rochester

Other Upstate

Outside NY

12

There was a great deal of coverage about the movie, Bully shown in April at the Little Theatre. The film's distributor had originally granted an exclusive to Pittsford Cinema for the film. It wasn't until we intervened and pointed out that WXXI has the relationships with schools and parents to accomplish the goals of the producer - and that the Little was the theater people would expect to find this film - that it was made available to the Little.

The April 20 opening attracted more than 200 parents, children and educators and provided a forum for discussion of this critical social issue. Following the screening, All Things Considered host Hélène Biandudi moderated a panel discussion with Kaitlin Monte, Miss New York 2011 and Executive Director of Operations for Project Empower; Dr. James Colt, Cyber Bullying expert; Aly Belknap, Rush-Henrietta student and co-founder of the school's anti-bullying initiative; and parent Karrie Formicola . After the opening more than 1,800 students saw the film in 15 private school screenings at the Little, along with more than 250 educators and over 2,200 members of the general public during its five-week theatrical run. At the same time, WXXI AM 1370 aired a feature special about the issue and broadcast new events and interviews with the film’s producer. On WXXI.org, the education staff provided resources for parents and educators for dealing with the complex issue of bullying, as well as video of the panel discussion that took place following the film screening. The project was a perfect example of how the unique partnership between The Little and WXXI helps both organizations achieve their missions.

WXXI Partners to Help Community Members “FIND THEIR ROOTS”

(March 25-May 20, 2012) The new 10-part PBS series Finding Your Roots with Henry Louis Gates, Jr. took

viewers along for the journey each week with one celebrity pair bound together by an intimate, sometimes hidden link as they trekked through layers of ancestral history and uncovered secrets and surprises of their family trees.

As part of a 10-week national engagement campaign, WXXI collaborated with The Monroe County Library System (MCLS), the City Historian and the Rochester Genealogical Society (RGS) to share their resources and services with community members interested in finding their own roots. In addition, WXXI produced a video vignette that spotlighted the genealogical resources available and shared Rochester, NY native Marlene Capes-Bettin’s journey to find her husband’s family

roots. Also included is an interview with Christine L. Ridarsky, Rochester City Historian and Historical Services Consultant, who talks about the resources available at the library and offers advice on how to begin a genealogical search.

The WXXI video lead in to the 8 p.m. March 25th premiere of Finding Your Roots on WXXI-TV/HD, and aired throughout the series’ ten-week broadcast schedule. A longer version of the video vignette is posted at the WXXI Finding Your Roots website. < http://wxxi.org/roots > The WXXI Finding Your Roots website includes Local Partner Genealogical Resources, Full Episodes On-Demand, and Parent and Teacher Resources for involving children in family history projects. Three teacher webinars were also offered to educators interested in using the series in the classroom. WXXI and the community partners co-promoted the project and used the website, email newsletters and social media posts to drive interest in the series. Partners also distributed series postcards at local library branches and other community locations.

13

National STEM Video Game Challenge WXXI was selected as one of 12 public television stations by PBS KIDS and the Corporation for Public Broadcasting (CPB) to host a community outreach event to encourage game submissions for the PBS KIDS stream in the 2012 National STEM Video Game Challenge.

Supported nationally by CPB and PBS KIDS through the Ready To Learn Initiative, the contest is inspired by the “Educate to Innovate Campaign,” President Obama’s initiative to promote a renewed focus on science, technology, engineering, and math (STEM) education. The Challenge is an annual competition to motivate interest in STEM learning among America’s youth by tapping into students’ natural passion for playing and making video games.

As one of the 12 stations, WXXI created awareness among middle school, high school, college students, and educators about the Challenge and the PBS KIDS stream to create engaging math games for young children. The initiative demonstrates how simple it is for students and educators to use free, open source software to design and submit games to the PBS KIDS stream of the Challenge. Winning entries are featured on PBS Kids At the end of the competition, the winning games for the PBS KIDS STREAM will be featured on the PBS KIDS Lab and PBS LearningMedia websites. As part of this community initiative, WXXI partnered with Rochester Institute of Technology’s School of Interactive Games & Media to host a private event for RIT students and area middle school, high school students from community youth partner programs on Saturday, January 28, 2012. The event will include an introduction to “Breaking into the Industry” with RIT Professor David I. Schwartz Ph.D. Middle school and high school participants will take part in a workshop with Michael Angst, CEO of E-Line Media, a publisher of game-based learning products and services. 85 youth and college students attended the event. WXXI will also partnered with the New York State Association for Computers and Technologies in Education (NYSCATE) to promote the contest to over 7,000 teacher members and host a statewide webinar on the Challenge for educators. The contest was also promoted at the NYSCATE statewide conference attended by 1500 educators.

Breaking into the Game Industry: Dr. David Schwartz Youth working on game design in RIT lab.

14

Interactivity & Engagement

Provide innovative services that enhance the impact and value of WXXI content.

Training & Educational Resources: WXXI provides formal training sessions to the educational organizations and professionals such as teachers, teacher assistants, education administrators, daycare providers, after-school care personnel, parents, librarians, media specialists. WXXI also offers informal learning activities and events for families and kids.

WXXI’s Ready To Learn & K-12 Training & Events for Educators, Families and Kids: From July 2011 – June, 2012 WXXI participated in 35 training events for early childhood educators, daycare providers and parents to train 426 adults impacting 5443 young children. We offered 12 K-12 training events including workshops and conference events attended by 2895 educators, caregivers and high school students to present WXXI public media educational resources for use in the classrooms and in home settings. WXXI also offered 14 community engagement/outreach family events with children’s activities, at

WXXI and such venues as the Rochester Children’s Book Festival, the Seneca Park Zoo, Frontier Field with the Red Wings, the Strong National Museum of Play and Rochester Museum and Science Center. These events allowed WXXI to reach families in an informal and fun-filled environment. Family events this year reached 25,188 individuals. WXXI’s American Graduate Initiative: http://wxxi.org/grad

WXXI has initiated a series of broadcasts, online and community engagement as part of “American Graduate: Let’s Make It Happen,” a national public media initiative funded by the Corporation for Public Broadcasting (CPB) to help Rochester and other communities across

America to address the high school dropout crisis. Every year 1 million kids drop out of high school nationwide. In the Greater Rochester, 5-county region, 3,400 students dropped out in 2010. The estimated economic impact on the region is a projected loss of $6.2 million in increased tax revenues and a projected $38 million in earnings if all of these students had graduated. (Study from Alliance for Excellent Education) WXXI's project engages with the community to drive widespread awareness and rally support to get the community involved by helping provide pathways to resources that address the problem.

Rochester’s “American Graduate” initiative began in September 2011 with a Need to Know Rochester television special on the plight of black male students in the Rochester City School District. The Rochester City School Board hosted a public screening of the program in October 2011 with a Q&A session facilitated by WXXI News Director Julie Philipp. In December, WXXI News presented The Dropout Dilemma, a live television town hall meeting co-hosted by WXXI’s Helene Biandudi and WDKX’s Tariq Spence. The program explored how the Rochester City School District’s high

dropout rate impacts the Greater Rochester community. Participants examined the issue from many perspectives, including the social and economic impact on the region. In addition to a panel of community leaders, young people and staff from the Center for Teen Empowerment shared their thoughts about how the dropout crisis affects their lives and neighborhoods. WXXI’s Homework Hotline tackled the topic with a 6-part series that aired in November and December to communicate to students the issues related to dropping out and the resources and strategies for staying in school. At the heart of raising public awareness about the issue is programming broadcast on WXXI-TV/HD, AM 1370/FM-HD 91.5-2. These programs include

15

documentaries, NPR and PBS NewsHour specials, and ongoing WXXI News reports and 1370 Connection educational programs. All of the reports and programs are available on-demand at WXXI’s American Graduate website at <http://wxxi.org/grad>.The website also provides community pathways to resources for students and ways to learn more and get involved through mentoring or other volunteer outreach.

WXXI Education provides resources to support schools, families and out of school programs to keep

students engaged. http://wxxi.org/education

• VITAL On-Demand Video & Lessons, free to all schools in New York State

• WXXI PBS Kids Online Games & Videos

• Homework Hotline, a daily live call-in series and website available to help all New York State students with their homework and learning new problem solving strategies

• Training for hundreds of teachers, parents, and caregivers in the use of public media to engage their thousands of students & family learning events attended by tens of thousands of people

• Academic Contests: PBS Kids Go Writers Contest, STEM Video Game Challenge

• Monthly e-newsletters and daily social media highlights for parents and teachers

• 15 hours per day of educational TV programming developed for children and students

• Summer Reading Programming & Resources

WXXI HEP Kids Jazz Event: Kids listened to performers at the Little Theatre Tent. They also made maracas, watched PBS Kids movies, listened to storytellers and painted murals.

WXXI Dinosaur Train Earth Day at Seneca Park Zoo. Kids met Buddy the Dinosaur and learned about how to receive monthly Nature Trackers activities. Families also participated in an endangered species scavenger hunt.

Sid the Science Kid Weekend at WXXI & RMSC: Kids graph height by age 0-10 years.

1600 kids packed WXXI Studios & RMSC to participate in hands-on science centers and meet Sid the Science Kid.

16

Two WXXI & Strong National Museum of Play Family Events Draw 13,000!

SuperWhy and WordGirl flew in for Super Heroes Weekend drawing 7,000 to meet & greet, & participate in WXXI & Museum super hero craft, literacy and play activities.

6000 came out to Celebrate Dr. Seuss' Birthday March 2nd with WXXI/PBS KIDS The Cat in the Hat Knows A Lot About That! by meeting the Cat in the Hat, listening to WXXI read-aloud stories, building something silly in the Fat Brain Toy Building Station, designing a silly birthday hat to wear and watch a new episode of The Cat in the Hat Knows A Lot About That! and sign-up for a library card.

PBS Mr. Steve Family Concerts at the Zoo with after-hours zoo tours & at Frontier Field with exclusive concert followed by a meet and greet with Mr. Steve & SuperWhy and baseball game. These events drew 1000 fans to sing/dance and enjoy the day!

Singing through the Stadium

Kids dancing on stage with Mr. Steve

17

Adult Literacy Education

From July 2011 - June 2012, WXXI’s Finger Lakes Regional Adult Education Network (RAEN) held 48 professional development events attended by 632 adult education providers. WXXI operates the RAEN under a 5-year contract from the NYS Education Department for 2009-

2014. WXXI’s RAEN provides professional development and technical assistance to area adult literacy agencies. Achieving a GED through Distance Learning: In partnership with ten area adult literacy agencies. WXXI provides adult education broadcasts and online resources to allow adult students to pursue their GED and workforce development skills through distance learning and supplement in class resources. According to the most recent NY State Education Department data (2009-2010) adult education programs in the Finger Lakes region of New York State served 6,476 students. (All students reported here fulfilled the National Reporting System (NRS) guidelines for reporting.)

Video in Teaching and Learning WXXI provides VITAL (Video in Teaching & Learning), a FREE video clip and curriculum service for all NYS schools, colleges, educators, students and families. Plans are being made to upgrade VITAL NY to a new platform by merging the service with PBS LearningMedia on-demand system in June, 2012, resulting in an improved interface and more learning objects from public media.

Screening/Talkback Events

The Little Theatre Free Bully Educator Screening was held for 256 educators 4/24/12 and screened by over 1000 students and teachers from 12 school districts. WXXI Education created a resource website for teachers and parents dealing with the issue of bullying http://interactive.wxxi.org/bully including programming from NPR and PRX. The screening options were also promoted to area schools with 12 districts booking screenings for teachers or students.

ITVS Community Cinema: Bi-Monthly WXXI Preview Film Series followed by facilitated discussion. Programs are also broadcast on WXXI-TV, 280 attendees came to the 6 events.

Art 21: Change, from the PBS series that focuses exclusively on contemporary art and artists, screened April 11 at 6:30 p.m. in Little Theatre 5. It was be followed by a talk back with three local artists, and a reception in the Little Café. This event was a partnership with Memorial Art Gallery and Rochester Contemporary Art Center.

Project 5 is an all-encompassing term for events and programming in Theatre 5 at The Little. The project strives to bring independent cinema to The Little that would otherwise not be seen in the Rochester area. Films with limited or no distribution and series devoted to the independent spirit are showcased with unique monthly/weekly series and special events. The project involves rotating showings of these films and "one night only" events. Project 5 supports collaboration as we reach out to local colleges, art galleries, film festivals, and non-profits to foster programming that engages community on new levels.

18

Raising 100,000 Voices 7th annual youth video shorts screening event: WXXI & URMC

partner with six community based agencies to help youth in after school programs create video shorts on the challenges of becoming a healthy adult. The yearlong program includes workshops and group work at community partner sites. Videos are distributed on DVD and loaded to Youtube.com where they receive thousands of views each year.

Other screening programs included previews of:

• Being Elmo at the Dryden Theatre • Downton Abbey at the Dryden Theatre • American Experience: Clinton at the Little Theatre • Two Spirits at the JCC • Sherlock Holmes at the Little Theatre

•

WXXI was one of the core stations involved in Next Avenue – a Web site aimed at engaging baby boomers. Next Avenue pulls together content, including video, from existing public television series, government agencies and a long list of contributors from inside and outside public television. WXXI’s Second Opinion is featured on the national Next Avenue site in the “Health and Well Being” section. Other Next Avenue content is organized in the categories of caregiving, living and learning, money, and work and purpose.

The Next Avenue site is accessible to the Rochester regional audience from wxxi.org.

19

Visibility & Audience Raise the visibility and community understanding of WXXI as an essential resource in people’s lives.

Television Audience Highlights

The television year was solid in terms of audience and ratings. Year-to-year cumes are holding steady. November 2011: WXXI ranked 5

th in the Nation among PBS stations for Whole day Gross Rating Points and

6th for Primetime. The November 2011 sweep brought mostly good news for the WXXI schedule as three of

the four major audience measures logged gains. Prime Time cume gained 6%.

Our GRPS continue to outpace markets of similar size as shown in the chart. Also shown are WNET and WLIW, our GRPS are routinely higher than what they post. Total GRPs added 19% and Prime Time was up 10%. Overall, 117,056 Viewers saw the WXXI schedule in 192,901 Households.

Audience Highlights

0

5

10

15

20

25

July November February May

WXXI-Prime Time DMA Cumes

2010-2011

2011-2012

0

200

400

600

800

1000

Rochester -

WXXI

Cleveland -

WVIZ

Maine -

MPBN

Columbia,

SC-WLRK

Kansas City -

KCPT

New York -

WNET

New York -

WLIW

Gross Ratings Points 2011-2012

Nov-11

Feb-12

May-12

20

Downton Abbey

PBS’s Downton Abbey, which received 16 Emmy nominations, including one for best drama series, was as popular in Rochester as it was around the rest of the country. As creator Julian Fellowes told TV critics, “It is so very popular because while “it looks like a classical period TV drama from the ‘70s, and everyone’s in bustles and ringing for lunch,” it’s written more along the lines of “The West Wing” and “ER.” WXXI maximized the popularity of the series with the following highlights:

• Sneak previews of the second season at the Dryden brought out 250 people of all ages and demographics;

• WXXI TV debuted the 5th episode on Super Bowl Sunday. It was the 2

nd most viewed program in the

country behind the Super Bowl and earned WXXI a 6.1 rating • Super Bowl marathon TouchDownton Abbey earned 9,385 in membership funds.

Mystery Programming WXXI experimented with two popular Saturday night programs, placing Agatha Christine in the Sherlock time slot at 8pm. For the February 2012 book we averaged a 3.0 compared to a 2.7 for Sherlock the February before. This switch shows that Rochester enjoys Mystery Programming on Saturday night, no matter who is solving the crime! In addition to successful partnerships with Greentopia and a

14,000-member audience for the Lyme Disease documentary Under Our Skin, WXXI enjoyed success with several programs from PBS and other distributors that earned national buzz and local loyalty. An example was In Search of Memory which charts the intellectual history of the emerging biology of mind. Eric R. Kandel is featured in the film, which illuminates how behavioral psychology, cognitive psychology, neuroscience, and molecular biology have converged into a powerful new science of mind. The Wolk Foundation supported the acquisition of this film. We debuted William and Mary in November, on Saturday nights at 10pm. This is a romantic comedy that is slightly different than the regular Saturday night fare that has been aired at that time. The series is a hit. In November, it received a 2 rating/6 share with 10,000 people tuning in from 7,000 households. We also debuted a 2-part documentary on the history of Man and Horse entitled Martin Clunes: Horse Power in November which performed well adding a 1 rating/2 share and 9,000 viewers from 5,000 households. Doc Martin continues to deliver on a weekly basis, and the much anticipated season 5 is a very frequent topic of conversation with our viewers.

Radio Audience Highlights

• Backstage Pass is now also available as a video webcast. The monthly program included performers from the Gateways Music Festival, the Eastman Indonesian Gamelon, and a concert by the Rochester Philharmonic Youth Orchestra.

• With Heart and Voice added seven new member stations, bringing carriage to 125 stations. • Remote broadcasts included the Grassroots Festival on WITH and WRUR, the Clothesline Festival

on WXXI-FM and WRUR, and the weekly Live from Hochstein broadcasts on WXXI-FM and WXXY. • Local holiday programming included the RPO Holiday Pops, the RPO Christmas Concert, Christmas

with Madrigalia and Rochester Lessons and Carols.

21

National Share

WXXI-FM continues to perform near the top of the list of all-classical music stations in the United States. Two of the stations with larger market shares are actually networks of multiple stations. The combined share of WXXI’s news service (WXXI-AM and WRUR-FM) also continues to perform in the top segment of all-news stations in the US, with larger market share than larger stations such as WBUR Boston, WHYY Philadelphia and WNYC New York City.

All Classical Stations

All News Stations

Rank Market Station Share Rank Market Station Share 63 Albany-Schenectady NY WMHT-FM 3.6 9 Washington DC WAMU-FM 7.8 42 Raleigh-Durham NC WCPE+ 3.3 42 Raleigh-Durham, NC WUNC-FM 6.7 9 Washington DC WETA+ 2.7 4 San Francisco CA KQED-FM 5.3 56 Rochester NY WXXI-FM 2.3 23 Portland OR KOPB-FM 4.8 23 Portland OR KQAC-FM 2.2 13 Seattle WA KUOW-FM 4.8 52 Buffalo NY WNED-FM 2.1 84 Syracuse NY WRVO+ 4.4 22 Baltimore MD WBJC-FM 2.0 16 Minneapolis-St Paul KNOW-FM 4.2 63 Dayton OH WDPR-FM 2.0 56 Rochester NY WXXI+ 4.0 21 Denver CO KVOD-FM 1.9 27 Sacramento CA KXJZ-FM 3.9 1 New York NY WQXR-FM 1.8 10 Boston MA WBUR+ 3.8 84 Syracuse NY WCNY-FM 1.5 63 Albany-Schenectady WAMC+ 3.7 16 Minneapolis-St Paul MN KSJN-FM 1.4 22 Baltimore MD WYPR-FM 3.3 28 Cincinnati OH WGUC-FM 1.3 54 Louisville KY WFPL-FM 3.3 33 Las Vegas NV KCNV-FM 1.1 24 Charlotte NC WFAE+ 3.2 25 Pittsburgh PA WQED-FM 1.1 28 Cincinnati OH WVXU-FM 3.2 27 Sacramento CA KXPR-FM 1.1 34 Orlando, FL WMFE-FM 3.1 10 Boston MA WCRB-FM 1.0 56 Rochester NY WXXI-AM 3.0 24 Charlotte NC WDAV-FM 0.9 52 Buffalo NY WBFO+ 3.0 2 Los Angeles CA KUSC-FM 0.9 8 Philadelphia PA WHYY-FM 2.8 54 Louisville KY WUOL-FM 0.9 21 Denver CO KCFR+ 2.7 12 Miami FL WKCP-FM 0.8 20 St Louis MO KWMU-FM 2.7 44 Nashville TN WFCL-FM 0.7 37 Milwaukee, WI WUWM-FM 2.5 15 Phoenix AZ KBAQ-FM 0.7 1 New York NY WNYC+ 2.4

Market Share 35+ WXXI Radio’s local market share in our target demographic continues to grow, particularly for the NPR News Service on WXXI-AM and WRUR-FM. Classical 91.5’s market share continues to fluctuate a bit locally, but remains strong nationally.

3.3 3.73.1

3.7

3.5 2.7 3.8 3.0

1.01.0

0.9 1.2

0

1

2

3

4

5

6

7

8

9

Spring 2009 Spring 2010 Spring 2011 Spring 2012

Persons 35+ - M-Su 6A-Mid - MSA AQH Share

WRUR-FM

WXXI-FM

WXXI-AM

7.97.87.4

7.8

22

Interactive Audiences

WXXI provides a robust collection of on-demand services including 5 radio streams, on-demand TV and educational video services, news and program video/audio podcasts that reach a broad audience. Podcasts of Reachout Radio’s ViewPoints and AudioFile have been downloaded in all 50 states, six Canadian provinces and nearly 50 countries around the world.

Year-to-Year (July-June) comparisons: show growth in page views and use of WXXI social media offerings. This year saw a decrease in newsletter use due to the consolidation and discontinuation of two lists, and in the changing way people are using social media in preference to email for updates.

Combined interactive.wxxi.org & wxxi.org and publicbroadcasting.net/wxxi & wxxinews.org statistics

0

5000

10000

15000

20000

25000

30000

35000

40000

45000

WXXI-AM WXXI-FM WRUR-FM

34000

29700

19100

31000 31700

11600

4070039400

17900

Da

yp

art

Cu

me

Au

die

nc

e

Morning Drive (6-10am) Radio Listening Trends

Fall 2010 Spring 2011 Fall 2011

1,526,655

1,702,239

1,877,840

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

2,000,000

7/09-6/10 7/10-6/11 7/11-6/12

Increase in Page Views to WXXI Sites

23

Facebook TwitterE-

Newsletters

Aug-11 10,450 5,815 9,063

Dec-11 11,214 7,687 8,226

Aug-12 18,035 12,062 8,429

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

20,000

Fo

llo

wers

Social Media Following

WXXI’s presence in social media environments continues to grow

*Statistics of 24 WXXI Facebook pages, 22 Twitter accounts and 5 e-newsletters (down from 7 which reduced number of subscribers, but the current lists continue to see growth.)

82,579

140,791

172,262

219,411

0

50,000

100,000

150,000

200,000

250,000

2010 Aug-11 Dec-11 Aug-12

WXXI YouTube Media Views

Views

24

▲- Meeting/ Exceeding

Target

■ - At risk

▼ - Underperforming

☻- on track

WXXI Public Broadcasting Scorecard 2012

Technology Strategic Objective Measured by Last

Year YTD Actual Year End

Target

Explore technology opportunities to enhance the effectiveness, efficiency and interactivity of WXXI’s service to the community

Expand radio service area

WITH On air

On-air ☻ On-air

WEOS Connected ▲ Simulcasting

WRUR Power

increase completed

STL completed ▲

STL completed

Use the most cost effective and innovative tools/methods to produce content.

Installation of unitized digital storage Design Installed ▲ Installed & operational

Assure quality maintenance, resiliency and support of the facilities.

Tower restacking Phase I Design Complete ▲ Phase II

begun

Replace email and electronic collaborative workspace

Selected Installed ▲ Installed

Improved monitoring system Selected Operational ▲ Operational

Renovation of transmitter building Contracted Complete ▲ Complete

Establish partnerships with organizations and companies to support innovative applications of technology.

Joint Master Control Initial

agreement Still in works ☻ Operational

Archive and catalog WXXI assets with standard metadata.

Joined American Archive project

▲ Begin swat team work

Employ technology that will respond to audience delivery demands, including time-shifting, multiple platforms and user interaction.

Media on-demand WXXI Tube Podcasts COVE

WXXI Tube Podcasts COVE Mobile Aps

☻ All local programs on demand

WXXINews.org NPR Digital Launched ▲ Mobile optimized

25

Technology Employ current and next generation technology to enhance our service to the community. Highlights:

• Design and Implementation of a new Studio to Transmitter Link for WRUR.

• Completed the Design, Implementation and FCC Licensing for WRUR from 3,000 watts to 15,000.

• Designed and implemented the migration of video files to a unitized platform for storage and retrieval.

• Added ‘expert’ monitoring systems to increase situation awareness of radio transmission issues

• Completed the renovation of the Pinnacle Hill Transmission facility

• Provided supporting design options for the development of the Joint Master Control ‘Central Cast System’

• Rolled out a new Exchange server, new Allegiance server, and expanding our VMware virtual cluster.

• Prepared Filing for Maximization of WXXI DTV Signal to improve coverage area.

• Replaced all PBS Satellite receivers and integrated their operation into our television facility.

• Replaced all NPR Satellite receivers and integrated their operation into our radio facility

• Overlaid our existing analog uplink equipment with equipment to support digital satellite feed. This

allows analog, standard definition and high definition digital live programming to be fed to remote networks.

• Completed the NTIA/PTFP funded project to replace crucial exciters and filters on the DTV

transmission system

• Completed the NTIA/PTFP funded project to replace the standard definition television production

system with a fully high definition system and workflow.

• Completed the design for Digital Cinema conversion of the Little Theatre.

Joint Master Control Project

The New York state Technical Advisory Committee (NYTAC), the stakeholders in the New York State Joint master Control Project met with the Corporation for Public Broadcasting project management team and a group of television professionals to review the current JMC project planning. The project continues to proceed on time with WXXI being one of the first to implement the equipment to support the Joint master Control facility.

26

▲- Exceeding Target

■ - At risk

▼- Underperforming

☻- on track

WXXI Public Broadcasting Scorecard 2012

Work Culture Strategic Objective Measured by Last Year

Total YTD Actual Year

End Target

Recruitment

• Attract and retain a diverse and highly skilled workforce.

• Make efficient, effective use of all staff, interns and volunteer resources to maximize productivity.

• Engage in broad-based recruitment activities for staff and volunteers.

• Implement a consistent staff orientation process and maintain an up-to-date Employee Handbook.

Track recruitment activities and outreach. Complete EEO Report filed.

Complete Complete ☻ Complete

Establish partnerships with organizations who provide interns to increase awareness of opportunities at WXXI.

1 2 ▲ 2

Participate in job fairs and utilize print and social media for recruitment.

2 2 ☻ 2

Benchmark salaries and benefits to remain competitive in attracting and retaining staff.

Complete Complete ☻ Complete

Professional Development

• Improve the professional competence of the staff to prepare them for changing technologies.

• Raise the standards of performance through quantitative and qualitative methods.

• Evaluate staff development initiatives and training.

• Ensure that performance evaluations reflect accountability, and set goals and objectives for the coming year.

100% participation

100% participation ☻

100% participation

Communications

• Maintain a workforce culture where commitment, respect and recognition are cornerstones of the organization and actively engage in efforts to promote outstanding performance.

• Foster a climate that provides superior professional growth, personal satisfaction, well-being and respectful team spirit station-wide.

• Conduct quarterly surveys following all-staff meetings.

• Provide an Employee Assistance Program benefit as an employee behavior support system.

1

N/A

2 ☻

Achieve 80%

satisfaction

• Maintain on-going staff recognition & rewards:

� pat on the back in the newsletter

� employee of the year award

� individual awards

Per plan ☻

• Report on staff participation in station and community events, as well as awards and recognitions.

See

narrative ☻

Volunteers

• Attract and cultivate an engaged, diverse volunteer corps to extend our effectiveness.

• Encourage and facilitate the exchange of ideas among staff and volunteer corps.

• Hold a Volunteer Recognition Event

• Staff/Trustee Luncheon

1 1

1

1 ☻

1

1

27

Work Culture Nurture a constructive and adaptive work culture that embraces change, creativity and promotes achievement and commitment to the WXXI mission.

With the recent affiliation with The Little Theatre, we have been working to standardize personnel policies and procedures between the two organizations. Efforts to familiarize and welcome the Little staff into the WXXI culture include combined All-Staff meetings and staff events such as the Comfort Food Cook-Off and Summer Picnic. There have also been efforts to share resources and staff between the two organizations, particularly in the areas of Development, Finance and TV Production.

Recruitment and Retention WXXI is committed to attracting and retaining a diverse and highly skilled workforce, and to making efficient, effective use of all staff and volunteer resources to maximize productivity. Our recruitment efforts have expanded to include organizations and job-posting opportunities that further increases our outreach to a diverse population, both regionally and nationwide. In FY 2012, WXXI again partnered with New York State Broadcaster's Association (NYSBA) to provide two paid internships to undergraduates. This is an ongoing partnership that provides opportunities for college students interested in a career in broadcasting to get hands-on experience. By providing this experience, we establish an awareness of WXXI and a relationship with potential job-seekers, thereby increasing the possibility of attracting trained, qualified candidates.

Professional Development Staff members engaged in a number of webinars providing effective, low-cost professional development during a period of travel restriction and limited training opportunities. In addition, various staff members act as mentors to their colleagues to share knowledge and techniques. To further hone their presentation skills and expand WXXI’s outreach effort in the community, several staff members teach classes or speak at area group functions on broadcasting-related topics. The performance appraisal process continues to reflect accountability, and is focused on setting goals and objectives for the coming year that are aligned with the station’s Strategic Goals. Helene Biandudi was chosen for NPR’s Covering Issues in Education training.

Communications Keeping staff informed and engaged continues to be an important goal. In addition to the use of an online “Neighborhood” space for ongoing communication, quarterly All-Staff Meetings provided a forum for an exchange of information and sharing of ideas. WXXEye, WXXI’s monthly newsletter, acknowledged staff birthdays, service anniversaries and other milestones, as well as provided the opportunity to recognize staff accomplishments or contributions that went above and beyond. Periodic surveys give staff members opportunities to provide feedback on a variety of topics ranging from benefits and training needs to station activities. This feedback has informed our planning and ability to provide programs and policies that better serve the needs of staff.

Staff Recognition WXXI’s Annual Staff-Trustee luncheon was held in November 2011 in WXXI’s Studio A. More than 130 guests attended – which included staff members plus members of the Board of Trustees, Community Advisory Board, and the Volunteer Leadership Council. Jack Garner, renowned area film critic and recipient of the Pulitzer Prize & George Eastman Medal, was the keynote speaker. We also presented a number of “years of service” awards to the staff, and named the 2011 Employee of the Year, Jeffery Beach.

External Awards Homework Hotline

• New York State Broadcasters Association Award of Excellence Best Locally Produced Program Designed for Children

• Bronze Telly Educational TV Program

28

Second Opinion

“Colon Cancer II”

“Mystery Diagnosis” Bronze Telly, Health and Fitness TV Program

RIT Big Shot: Painting with Light Bronze Telly, Documentary TV Program Benches on Parade New York Emmy Nomination Human Interest Program or Special Biz Kid$

• Summit Award/ IMA Outstanding Achievement Award Financial Services Category

• (3) Daytime Emmy® Award Nominations o Outstanding Children’s Series, o Outstanding Achievement in a Single Camera Editing o Outstanding Achievement in Sound Editing – Live Action

• 2012 Gold Communicator Award of Excellence Marketing/Promotion – Promotion Kit

• 3 Silver Communicator Awards of Distinction Biz Kid$ promotional kits and the Biz Kid$ "Financially Fun" brochure

Liza’s Letters

• New York State Broadcasters Association Award of Excellence Outstanding Feature Story

• New York State Associated Press Broadcasters Association, Citation Best Feature

Need to Know Rochester: A Challenge to Rochester Schools New York State Associated Press Broadcasters Association, Citation Best News Special/Documentary

Reporter’s Notebook: Lake Town Visits New York State Associated Press Broadcasters Association, Citation Best Feature

Innovation Trail: Company Town New York State Broadcasters Association Award of Excellence Outstanding Public Affairs Program or Series

Innovation Trail: Brain Drain series New York State Associated Press Broadcasters Association, Citation Best News Series

Innovation Conversation: The Future of Fracking New York State Associated Press Broadcasters Association, First Place Best News Special/Documentary

29

▲- Exceeding Target

■ - At risk

▼- Underperforming

☻- on track

WXXI Public Broadcasting Scorecard 2012

Board Development Strategic Objective Measured by Last Year

Total YTD

Actual Year End Target

Board Recruitment

• The Board Development Committee will review Board composition on a regular basis to assure a strong, diverse and productive membership.

• Make identification of potential Board members a continuous process and maintain information about potential candidates to fill vacancies in a timely manner.

Maintain a strong Board Development Committee Complete N/A Complete

Board Engagement

• Develop agendas for each Board Meeting to include education, and opportunities for meaningful input, feedback and discussion on key policy issues.

• Develop a structure to encourage more effective and rewarding involvement in committees and task forces.

• Maintain a high level of communication and education to keep Trustees and CAB members connected, engaged and informed about important programs and events.

• Maintain a strong Board Mentoring program.

• Assure that all Trustees serve on at least one board committee. Members of the Executive Committee will also serve on an additional committee or task force.

• Encourage Board leadership to attend national meetings (PBS, NPR, APTS) to help build their understanding of public broadcasting issues.

• Evaluate the success of the Board Mentoring program.

100% 100% ☻ 100%

Financial Goals

Establish goals for Board financial support for WXXI, recognizing the range of opportunities for support (including membership, underwriting, bequests, events, lobbying, capital campaign, etc.)

Meet annual Board financial goals for support of the mission and move toward nationally-recognized benchmarks.

100% 100% ☻ 100%

Board Satisfaction

• Board members will feel their service is rewarding and that they are contributing to the success of WXXI.

• Maintain a high level of communication and education to keep Trustees and CAB members connected, engaged and informed about important programs and events.

Attendance and participation of Board members in WXXI events and committees.

100% N/A ☻ 100%

Evaluate progress on all goals through Board self-assessment.

8.5 8.4 ☻ 8.5

Board Participation

• Identify opportunities and expectations for board members and volunteers to support and participate in activities that enhance WXXI’s reputation and financial stability.

• Create opportunities for Board members to get to know each other in order to build trust and to enhance the experience of serving as a Trustee.

• Increase attendance and participation of Board members in WXXI events and committees.

• Each Board member will attend at least one informal meeting with the President.

• Schedule at least one annual Board social event.

Complete

Complete

30

Board Development

Ensure future growth and success through continued development of a strong, involved and committed Board of Trustees.

Board Recruitment

The Board Development Committee (BDC) meets on a regular basis with the goal of identifying a diverse pool of Trustees to keep WXXI connected to the community, assure representation by major corporations in our region, and to best position the station for the success of the Go Public Campaign.

The affiliation with the Little Theatre led to the establishment of “mirrored Boards” in January 2012. The Officers and Trustees of the WXXI Board of Trustees also serve as the Officers and Trustees of the Little Theatre Film Society (LTFS). Five members of the Little Theatre Board transitioned over to the WXXI~LTFS Boards of Trustees. In addition, the BDC nominated two new Trustees to the Boards during the past year. Two members of the Board who had reached their term limits were nominated to the Trustee Council.

Board Engagement The Little Theatre Advisory Board (LTAB) was established with five former members of the Little Theatre Board and one member from the WXXI~Little Boards of Trustees. The purpose of the LTAB is to serve as a resource to ensure that the Little Theatre Film Society’s mission is maintained and strengthened. Advisory Board members work to promote the mission and programming of the Little Theatre to the community.

The first annual Trustee Council-Former Chair Luncheon was held in September of 2011 with 12 attendees. The group enjoyed a casual lunch and a special presentation on “The Future of Public Media in Rochester.”

A Board Planning Session was held in December 2011 at the offices of Nixon Peabody with 25 participants in attendance, including Trustees and senior staff. It was during this meeting that the Board formally approved the signing of the Affiliation Agreement with the Little Theatre after a thorough overview of the due diligence work completed.

A “Celebration of the Boards” was held in January with 56 attendees. Invited guests included members of the WXXI Board of Trustees, The Little Film Society Board of Directors, WXXI management, senior staff and their guests.

All seven new Trustees participated in a Board orientation. Each was assigned to a committee and mentors were assigned to assist them with their transition to the Board. Three reelected Trustees also attended New Trustee Orientation.

In February, the Board Vice-Chair, Treasurer, and a Trustee at large attended the Public Media Summit in Washington DC with the station President. This annual event provides an opportunity for Board Officers & Trustees to participate directly in advocacy efforts on the Hill by attending meetings with several Representatives and Senators.

Board Financial Goals

Board giving achieved the goal of 100% participation and raised over $45,000. The combined giving of the Board, the Honorary Trustees, Trustee Council and Community Advisory Board reached over $90,800. (This does not include campaign gifts pledged or paid.)

Board Satisfaction

The bi-annual Board Satisfaction Survey was completed in May resulting in a total average score of 8.4 (full Board performance). The Trustee self-evaluation total average came in at 8.0 (individual performance). The highest ranked question was on satisfaction derived from serving on this Board, which received a median score of 8.7.

31

Board Participation

The “Breakfast with the Board” series continues to be a popular event. Monthly breakfasts are hosted by the President with the schedule sent out at the beginning of the year. Trustees sign up electronically (via Doodle) or with an email or phone call. Every Trustee attended a minimum of one breakfast or scheduled separate one-on-one time with the President. Trustee Council members were also invited to attend and several of them did. These informal get-togethers engage Trustees outside of the Boardroom, offering them a way to learn more about WXXI and each other.

In August 2011, the Board Summer Social Event took place at the home of Board Chair, Steve Swartout and his wife, Cheryl. Forty-Four signed up to attend representing the Board of Trustees, the Trustee Council, Honorary Trustees, and senior staff.

Twelve Members of the Board of Trustees, two Honorary Trustees, six Trustee Council members and ten CAB members attended the Staff-Trustee Luncheon in November of 2011. Trustees recorded television and radio spots for membership campaigns, encouraging listeners and viewers to become members of WXXI. They also cut spots in December that focused on Charitable Gifting of IRA’s, year-end giving opportunities, and planned giving.

32

▲- Meeting/ Exceeding Target

■ - Even

▼- Underperforming

☻- on track

WXXI Public Broadcasting Scorecard 2012

Fiscal Stability

Strategic Objective Measured by Last Year YTD Actual Year End Target

Individual Giving

Capital Campaign

Campaign Committee established N/A Completed ☻ Completed

Board asks N/A In process ☻ Complete

Top Prospects N/A In process ☻ Complete

Individual Giving

Membership $3,311,459 $3,308,987 ▼ $3,600,000

Cost of Raising Funds .33 .30 ▼ .27

Grow the sustainer program 2,400 2,920 ▲ 3,000

Vehicle Donations $85,667 $89,190 ▲ $85,000

Charitable Gift Annuities $10,722 $129,871 ▲ $10,000

Auction & Events

Achieve cost of raising funds at or below 45% per SABS

.53 .67 ▼ .50

Revenue Goals $255,388 $268,883 ▲ $263,700

• SOWH • Education Takes the Stage

$24,758

$14,424 ▼ $24,000

Sales & Marketing

Underwriting Sales $939,864 $1,035,703 ▼ $1,128,000

Cost of raising funds per SABS .37 .40 ☻ .39

Retention 74% 68% ▼ >74%

Production Funding

Individual $105,000 $80,000 ▼ $140,000

TV National $716,239 $671,729 ▲ $640,000

TV Local $129,256 $261,840 ▲ $232,000

News $395,454 $359,188 ▼ $389,000

Radio $37,436 $40,186 ▼ $113,700

Education $293,989 $361,014 ▲ $306,560

Client & Contract Services

Net Results $127,881 $113,412 ▼ $145,000

Resource Management & Stewardship

Balanced Budget 6% 0% ☻ +/- 2%

Achieve total rate of return on investments per investment policy.

17.0% -1.49% ☻ Per Investment

Policy

Annual financial statements will produce a clean audit opinion.

Clean audit Clean audit ☻ Clean audit

33

Fiscal Stability

Achieve financial stability and sustainability through the focused growth of traditional funding sources and the creation of new revenue opportunities and effective stewardship.

Capital Campaign

The “Go Public” Campaign is gaining momentum. As of 1-24-12 we have approximately $6 million in commitments, which includes $450,000 in bequest income received. As a part of the campaign, a very loyal donor made WXXI the sole beneficiary of his estate, which is currently estimated at $1.5 million. When he complained that his investments were only paying 2% and he was asked if he had ever considered a Charitable Gift Annuity. At 89 years old, he was eligible to receive an 8.7% quarterly annuity on the assets he transferred to WXXI. He only wanted 5% which leaves more of the principal to WXXI at his death. He established the CGA with $850,000 in stock, which is a large portion of his estate. The other benefit to WXXI is that, unlike a bequest, a CGA is irrevocable.

Individual Giving

In FY2012 membership revenue was approximately equal to FY2011. However, we saw a significant drop (4%) in the overall number of members (FY 11 – 24,950; FY 12 – 23,947). We had put in place a significant increase in mailings that should have dramatically increased our revenue, however that was not the case. (These additional mailings have been eliminated for FY13). This is consistent with other public broadcasting stations around the country in “no or low” growth areas. There were several “good news” areas our retention rate increased by 2.1% from FY11 – 71.3 to FY 12 – 72.8%. The number of major donors (over $1000) increased by 2.8% and revenue also increased by 3.8%. In addition, our sustainer program is gaining ground with 2920 sustainers up by 23% from FY11. Income from sustainers was also up by 23% in FY 12 ($594,822). We are trying to revamp our pledge drives to focus on experience driven “thank you gifts”. In FY 12 we were able to take advantage of several opportunities through concert tickets, tours of the Boynton House, dinner and lecture by Lidia Bastianich and the “sneak preview” of Downton Abbey. We hope do more of these in FY 2013.

Little Theatre Membership

Little Theatre membership experienced a 5% increase year over year. A major portion of that was attributable to an April acquisition mailing sent using WXXI’s mailing list. Since that mailing, we’ve been continuously gaining ground through various in-theatre efforts.

• Prospect mailings are new for the Little as well – I.e. collecting mailing addresses (through raffles at

Project 5, Shut up and Play the Hits!, and other one-time-only events). We also added a “Join The Little now” button in ALL of our e-newsletters. We’ve increased our efforts in cultivation, by creating a development plan that follows through on member events on a quarterly basis.

34

Auction and Special Events

The 2012 Auction continued its pace of outperforming the previous years with an increase in ROV from 43% to 44% and an overall increase in the dollar amount of sales.

The environment has changed dramatically over the past ten years or so, from a time when the WXXI Television Auction was the only media-based shopping available, to the days of QVC and E-bay. However, the station continues to use Auction for its fundraising and relationship-building opportunities. In 2012, the WXXI Auction brought in $258,866, up about $5,000 over last year. Expenses were somewhat higher this year, resulting in cost of raising funds from $.53 to $.61 and a ways to go toward the goal of reducing the costs to raise funds to at or below $.50. The income figure compares favorably to the median comparable station results of $159,000. The 2012 Auction included 5,365 items donated and provided a good way for small business and sole proprietors to participate and donate to WXXI.

Speaking of Women’s Health

In 2011, Speaking of Women’s Health had an attendance of 900. Unfortunately, due to the fiscal crisis taking place in the State of NY and the difficulty securing sponsor, we did not receive adequate funding in support of this event and the event lost money for the first time. With the closing of the national organization, WXXI will not be holding an event in 2012.

Education Takes the Stage Once more, WXXI partnered with the Rochester Philharmonic Orchestra for an outreach event to raise awareness about the educational services of both organizations. The event was hosted by WXXI’s Julia Figueras and featured Dr. Margaret Martin In addition to celebrity guests from WXXI and the RPO, 580 attendees helped to raise over $57,000, which was split between WXXI and the RPO.

$237,748 $230,977$242,723

$253,822 $258,866$268,000

$100,000

$150,000

$200,000

$250,000

$300,000

$350,000

$400,000

2007 2008 2009 2010 2011 2012 2013

Auction trends

35

Sales & Marketing

Local Underwriting - $1,128,000 goal in FY 2012 ($1,035,703 actual billing) – ($939,864 actual in FY 2011). Despite several challenging personnel issues, WXXI had a very productive year in underwriting– securing nearly 10% more in support than the year prior. As the chart below indicates, the trend has been very good for the past couple of years, following the negative impact of the economic slow-down in 2009 .Additionally, the underwriting team brought in over $50k in screen ad sales for the Little Theatre between February 2012 and June 2012. That’s $20k more in screen ad sales than were secured the entire year prior! The team also secured $75k for event sponsorships for the station.

The underwriting team had to work particularly hard to keep existing clients, and bring in new business again this year as the decision makers in our region and beyond remained financially pessimistic. Enhanced partnerships continued to help the underwriting department secure larger commitments and regular renewals. This year, in addition to straightforward buys, contracts with the Rochester City School District, Valley Manor, Salena’s and the RPO, to name a few, included collaborative event sponsorship options. Event partnerships ranged from tent sponsorship at the Xerox Rochester International Jazz Festival (Salena’s) to Mr. Steve concert sponsorship at Frontier Field (RCSD). The launch of a new and improved underwriting section of the WXXI website in FY 2011-2012 has already proven to increase the number of online inquiries received each month. WXXI has also incorporated advanced advertising technology on the news site – which provides for automatic ad placements and payment via our partners, NPR Digital Services / Cox Digital Solutions. We look forward to expanding this technology to other areas of the site. The underwriting team just completed a strategic planning series of its own, and is optimistic about meeting its $1,140,000 goal for FY 2012-2013. We look forward to the addition of a new account executive, a refreshed media kit, a :60-:90 second promotional video about the benefits of underwriting, the creation of a “welcome kit” for underwriters, and more in the months ahead.

Production Funding

Production funding is a growing part of the budget at WXXI. It comes from a variety of sources and the timing is often tied to spending, so goals also include expense allocations. Highlights for the past year:

• Secured funding for OnStage from North American Breweries ($12,000). • Secured production funding of With Heart and Voice from Houghton College ($12,000).

• Additional individual production funding secured for Frank Lloyd Wright Documentary ($50,000). • WXXI’s partnership with BizKid$, the national financial literacy program, earned WXXI $57,400 in

production funding this year. • Renewed BCBSA and NYSUT for additional years of funding.

$840,000

$860,000

$880,000

$900,000

$920,000

$940,000

$960,000

$980,000

$1,000,000

$1,020,000

$1,040,000

2007 2008 2009 2010 2011 2012 2013

Underwriting Revenue: 5-year Trend

Se…These totals do not include monies secured for events, print, production