Local Content and Service Report to the Community

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Public Media for Northern California
Local Content
and Service Report
to the Community
2015
For more than 60 years, KQED has been distinctive, relevant and essential
in the lives of people in Northern California. We are a model 21st-century
community-supported alternative to commercial media. Capturing
the transformational spirit of Silicon Valley, KQED is the area’s leading
noncommercial provider of regional, national and international media and
educational services with a focus on news, science, arts, and Bay Area life.
Our content reflects the diversity of the communities we serve.
Annual Report 2015
Local Value
Key Services
• Connecting the newsroom to the classroom.
• Creating podcasts to tell new stories and add more diverse voices
and viewpoints to our conversations.
Dear Members
In 2015, KQED provided vital local services that included:
• Testing an audience-centric approach to reporting.
• Celebrating the creativity of the Bay Area with original online videos.
• Offering insight into and explanation of the growing digital health trend.
• Exploring big scientific mysteries by going incredibly small.
Local Impact
• Jacques Pépin Heart & Soul has aired on 489 channels in 49 states,
reaching an estimated 1 million people.
• In 2015, The Lowdown received more than 1.2 million page views
by nearly 1 million users from around the country, including educators
and students.
KQED Information
KQED’s mission is local, and that is felt in every program we produce
and service we create. Building community through our broadcast outlets,
social media, events, digital initiatives and dialogue has helped make
KQED one of the Bay Area’s treasured resources. Here are just a few of
the ways we made an impact in our community.
• The more than 100 published Boomtown stories generated more than
755,000 page views, with individual posts reaching four times the
average KQED News post reach.
Stories of Impact
• Using the collective muscle of our content groups, distribution platforms
and community partnerships to successfully promote and execute a
multiplatform broadcast event.
• KQED Arts’ video audience has tripled in two years, with more than
1.94 million digital plays.
• During the first 12 weeks of its pilot season, six episodes of The Leap
podcast reached nearly 150,000 listeners and more than 8,500 iTunes
subscribers.
• In just a four-month window, monthly Future of You page views more
than tripled, exceeding 86,000. The blog has surpassed 400,000 views
in nearly nine months.
• In just over a year, the Deep Look series has earned 25,000 YouTube
subscribers and 2.4 million views.
2
KQED serves the people of Northern California with a community-supported
alternative to commercial media. We celebrate diversity, embrace innovation,
value lifelong learning and partner with those who share our passion for public
service — like you. Thanks to your generous financial support, we are able to
reach our goals and live our mission.
Annual Report 2015
Dear Members,
For KQED, 2015 was a year of innovation, listening and leadership.
Dear Members
Stories of Impact
We continued the process of reinventing KQED to meet the rapidly changing
needs of the people we serve. More and more, we are distributing content via
mobile, online and social media as well as radio and television. We are leveraging
the interactive capabilities of digital media to convene community dialogue
around important issues, and we are producing media for learners in 21st-century
classrooms.
We brought innovation to our airways in multiple ways, including the
unprecedented nature reality show Big Blue Live — a three-night, multimedia
event featuring the majestic marine life of Monterey Bay delivered through state-ofthe-art filming and technologies and live reports from air, sea and below the waves.
In addition, KQED Public Radio morning newscast host Joshua Johnson
helped create and host the groundbreaking local program So Well Spoken, which
focused on candid conversations about race and identity. We are pleased to report
that in 2016, the show will air nationally, as Truth Be Told, distributed by Public
Radio International and produced by KQED.
As part of KQED’s ongoing commitment to empower and listen to our
community, we hosted our first Open Newsroom at KQED Silicon Valley in
downtown San Jose. More than 100 local leaders, newsmakers, business owners
and residents pitched story ideas to KQED journalists from The California Report
and our Silicon Valley News Desk.
P H OTOS : (C LOC K W ISE FROM T OP)
courtesy @monkeybusinessimages;
KQED reporters at an Open Newsroom
in San Jose, courtesy Mike Ridola;
the So Well Spoken team.
KQED Information
3
Annual Report 2015
Dear Members
P H OTOS : (TOP TO BOTTOM)
KQED staff, courtesy Jeffrey Hosier;
courtesy Kevin Berne.
KQED Information
John Boland
President
Stories of Impact
Our staff is honored and respected locally and nationally for their amazing
work and leadership. Over the past 12 months, KQED staff garnered 19 awards for
coverage of news, sports, arts, science and technology, including eight Excellence
in Journalism Awards from the Society of Professional Journalists of Northern
California, five Northern California Emmy Awards and three awards from Public
Radio News Directors Incorporated. Today, KQED attracts one of the largest public
media audiences in the nation, and it was recently inducted into the Happiness
Hall of Fame alongside such luminaries as Deepak Chopra, the San Francisco
Giants and the Make-A-Wish Foundation.
Four years ago, KQED began investing in increasing our coverage of regional
news and information. Our goal was to become a distinctive, relevant and essential
21st-century public media service for the people of Northern California. And
that’s just what KQED is doing. We are particularly proud of the accomplishments
described in this report and hope that you are as well.
Nearly one in two Bay Area residents uses KQED media — television, radio,
online features— each week. You, our members, enable us to continue to innovate,
listen and lead. Thank you for all that you do for KQED and our community.
4
Stories of Impact
P H OTOS : (TOP TO BOTTOM)
Sasha Khokha, Scott Shafer and Suzie
Racho in Lindsay and Visalia, CA;
Bandaloop dancers Amelia Rudolph and Roel
Seeber at Mickey’s Beach, in Marin, both
courtesy KQED.
Mark Perry
Chair, KQED Board of Directors, 2015
2015 KQED Board of Directors
President
John Boland
Executive Editor for News
Holly Kernan
Senior Vice President &
Chief Content Officer
Michael Isip
General Counsel & Corporate Secretary
William L. Lowrey
Senior Vice President &
Chief Operating Officer
Kevin E. Martin
Vice President, Human Resources
& Labor Relations
Joanne Carder
Chief Development Officer
Traci A. Eckels
Chief Financial Officer
Mitzie Kelley
Vice President, Marketing & Brand
Michael Lupetin
Vice President, Corporate Support
DeLinda Mrowka
Vice President, Digital Media & Education
Tim Olson
Vice President & General Manager,
KQED Public Radio; Vice President,
TV and Radio Programming
Jo Anne Wallace
Larry Baer, Hank Barry, Ray Bingham,
John Buoymaster, Lee Caraher, Brian
Cheu, Bruce Chizen, Simone Otus Coxe,
Scott Dettmer, Nancy Farese, Chuck
Kissner, Daphne Li, Edward Lichty, Julia
Lopez, Charley Moore, Ann O’Leary,
Mark Perry, Raj Pherwani, Ed Prohaska,
Mohammad Qayoumi, Mike Ramsay,
Jose Rivero, Ali Rosenthal, Nancy
Serrurier, Camilla Smith, Roselyne Swig,
Jay Yamada, John Yost
KQED Information
2015 KQED Senior Managers
Dear Members
KQED exists to educate and inform all Bay Area residents with the highestquality and most-trusted content and educational services. This responsibility is
immense, and KQED relishes the opportunity to innovate and to be a leader in
public media.
This Annual Report to the Community highlights some examples of the many
ways KQED is living its values and meeting the challenges of a changing media
world. In 2015, KQED increased its staff of award-winning journalists to create
more content in the areas of regional news, arts and science. You can see and
hear this content in our broadcast TV and radio schedules and it is also available
digitally on our website and through our mobile app. You have the power to
select the content you want whenever and wherever you want it.
I want to publicly thank the outstanding employee team we have at KQED,
under the leadership of our CEO John Boland, for its dedication to the vision of
creating the most innovative and responsive public media organization in the
country. I also want to thank our very dedicated Board of Directors for its service
to KQED, and most of all, I want to thank you, our audience and members, for
your continued support, which provides the majority of KQED’s annual operating
budget. Thank you for joining me in always supporting and engaging with KQED.
Together with KQED and the many important Bay Area cultural and educational
institutions, we build a thriving community!
Annual Report 2015
Dear Members,
2015 KQED Community
Advisory Panel
Mehdi Alhassani, Antoine Andrews,
Demone Carter, Jaime Contreras, Shadi
Elkarra, Michele Fichera, Breanna
Gilbert, Joanie Gillespie, Lauren Gucik,
Douglas Hollie, Heather Howard-Martin,
Rabiah Khalid, Velma Landers, Sue Lee,
Eric Lewis, Deldelp Medina, Grace Sonia
Melanio, Brenda Montgomery, Teresa
Morales-Phillips, Jennielynn Dino Rossi,
Jodi Schwartz, Dr. Beverly Yates
5
Annual Report 2015
The Master Chef’s Grand Finale
Dear Members
Stories of Impact
Jacques Pépin, one of the world’s most beloved chefs, taught generations
of Americans to cook. After more than 60 years in the kitchen and nearly
three decades in front of public television audiences, he premiered his final
cooking series, Jacques Pépin Heart & Soul in September on KQED 9 and in
October on PBS stations nationwide.
Over the course of 26 episodes, Jacques cooks at home for family and
friends, all the while sharing stories about food and wine, his friendship with
Julia Child, and the farmers and producers who provide him with some of
his favorite ingredients.
“KQED is proud to have been Jacques’ television home and partner
for the last 25 years. This is most personal of the 13 series we have worked
on together,” noted Michael Isip, KQED’s chief content officer and series
executive producer.
During the filming of the series, KQED’s production slate also included
a PBS pledge special commemorating Pépin’s 80th birthday. Filmed at Farallon
Restaurant, chefs Lidia Bastianich, Rick Bayless and Ming Tsai join Jacques to
prepare a celebratory feast in front of an appreciative live audience.
Jacques has always been a favorite with public television audiences,
so it comes as no surprise that by the end of the year, Jacques Pépin
Heart & Soul will have aired on 489 channels in 49 states, reaching markets
in 95 percent of the country — an estimated 1 million people.
P H OTO: © 2014 Kevin Berne.
KQED Information
6
Annual Report 2015
Dear Members
—CHEF THOMAS KELLER
KQED Information
On social media, primarily on Twitter, where KQED manages the @
Jacques_Pepin account, KQED executed a long-term, nationwide campaign
that began during the filming of the series in October 2014 and resumed
in August 2015 leading up to the premiere. This strategic social media
engagement combined tune-in messaging, personal notes from Jacques
to fans, behind-the-scene glimpses from KQED and traffic-driving content
tweets about classic Jacques recipes. This work resulted in a huge growth
in size and engagement of the @jacques_pepin account. From June through
October 2015, there was a 125 percent increase in follower growth rate,
a 326 percent rise in mentions of Jacques on Twitter and a 376 percent
increase in Twitter impressions.
Stories of Impact
“Jacques, I count you among the few great chefs in the world that have
contributed, impacted and left a legacy on so many of us — my generation and,
of course, generations that follow. You have set the stage for what we do today.”
Heart & Soul is made possible
by the generous support
of KitchenAid, OXO, Vine
Connections (La Posta Wines,
Viña Casa Silva, Luca Wines),
Bertolli Olive Oil, Riedel Crystal
and Oceania Cruises.
P H O TO : ( BO TTO M ) courtesy
Kevin Berne.
7
turned Fell Street in San
Francisco into Hella Street,
courtesy kyle rw/Flickr; income
needed to buy a home in 27
U.S. metro areas, courtesy
HSH.com.
KQED Information
P H OTOS : (L . TO R.) Someone
The KQED News series Bay Curious breaks down the barrier between
journalist and audience by inviting anyone to pitch, select and help report
a story.
Since its spring 2015 launch, Bay Curious has received more than 250
questions from inquisitive KQED audience members who have wondered
things like: What would happen if a tsunami hit the Bay Area? Why doesn’t
San Francisco enforce double parking on Sundays? Why don’t murals get
covered by graffiti?
We put the questions up for selection by popular vote, and KQED
journalists go the distance to dig out the answers, often with the help of
the person who submitted the question.
The stories have proven incredibly popular on KQED Public Radio, are
read by ten times as many people as is a typical news story on KQED.org
and have garnered significant engagement in social media. A Bay Curious
story about the Oakland origins of the slang word hella is among the top five
most-viewed posts this year on KQED’s News Fix blog. Hella good, we say.
Stories of Impact
kqed.org/boomtown
Dear Members
Starting with the Gold Rush in 1849, the Bay Area has experienced
dramatic up-and-down cycles that have generated tremendous new wealth
for some and trouble for others. The current technology boom is no different.
KQED News launched the multimedia series Boomtown — on television, on
radio and online — not only to identify what is happening in real time, but also
to draw out causes of and possible solutions to the conflicts and pressures
between the old and the new.
The more than 100 published stories, some of which were produced in
partnership with Oakland-based Youth Radio, covered topics from tech buses
and artist displacement in San Francisco to working-class struggles in Silicon
Valley and property prices in West Oakland. Not only did Boomtown stories
generate more than 755,000 page views, but also individual posts had more than
four times the average KQED News post reach. The most popular post was
“$142,448.33: What You Need to Earn to Buy ‘Median’ Home in Bay Area.”
Boomtown was also created as a way to test an audience-centric approach
to reporting. Would people respond if we asked them to tell us what to report
on? The answer was yes, which led to the launch of Bay Curious.
Annual Report 2015
An Audience-Centric Approach
to News Coverage
kqed.org/baycurious
8
Dear Members
Stories of Impact
By attempting to quickly deliver huge amounts of information, news coverage
can sometimes leave us with more questions than answers. KQED’s The
Lowdown aims to fill that hole.
Produced by journalist and former Oakland high school teacher Matthew
Green, The Lowdown is a key part of KQED’s News Education program, which
aims to address an overall dearth of civic education in our nation’s schools by
inspiring students to engage and participate in crucial local and national issues.
Featuring unique multimedia resources that leverage the breadth and
credibility of KQED News and its partner organizations, including the University
of California at Berkeley’s History Social Science Project and the National Writing
Project, the site provides free tools intended to help teachers creatively discuss
current events with their students, draw direct connections between the past and
the present, and encourage student engagement and participation in issues that
shape their world.
The Lowdown receives roughly 100,000 page views per month. In 2015, the
site received more than 1.2 million page views by nearly 1 million users from
around the country, including educators and students.
The project also directly supports teachers from around the Bay Area by
convening yearly online working groups as a marketplace for sharing ideas
and piloting educator initiatives. A recent survey elicited comments such as:
“excellent resources, variety of perspectives”; “intelligent and not biased”; “I can
use this in the classroom and students will be interested”; “I wish I had found
this site long ago!”
Resources from The Lowdown have been referenced and featured in various
professional journalism and educator publications, including on NPR.org, in
The Washington Post and on Moyers and Company.
Annual Report 2015
Connecting Newsroom to Classroom
kqed.org/thelowdown
KQED Information
IL L U S TRATION S:
Andy Warner
Support for KQED News
Education is provided by
the Lisa and Douglas
Goldman Fund.
9
Annual Report 2015
LIVES ON KQED
P H OTO: Miko Fogarty,
courtesy KQED.
—MARC BAMUTHI JOSEPH, CHIEF OF PROGRAM AND PEDAGOGY,
YERBA BUENA CENTER FOR THE ARTS
Support for KQED Arts is
provided by The William
and Flora Hewlett Foundation,
Diane B. Wilsey, the California
Arts Council, the National
Endowment for the Arts, Helen
Sarah Steyer and the William
and Gretchen Kimball Fund.
Since KQED Arts entered the online video space two years ago, its
video audience has tripled, with more than 1.94 million digital plays. In 2015,
subscribers to the Arts’ YouTube channel increased by more than 100 percent.
Viewers have come to expect surprise, imagination and a visually arresting
style, which was reflected in this year’s most popular video (viewed more than
265,000 times), featuring young Bay Area ballet talent Miko Fogarty performing
a solo routine on the streets of San Francisco’s Chinatown at dawn.
KQED Information
“This is an amazing beginning to a new relationship between
KQED and YBCA.”
Stories of Impact
In 2015, KQED Arts released more than 40 original online videos featuring the
rich and diverse world of arts and culture in the Bay Area, with a special focus
on reaching communities of color and younger audiences. From a popular
story about Oakland residents breaking the world record for the longest Soul
Train dance line, to one featuring Bay Area Beyoncé fans learning the pop
star’s moves from her choreographer, KQED Arts’ videos present the arts in an
accessible way, encouraging the artist and performer in all of us.
This year, KQED Arts also ventured into new partnerships and online video
co-productions with the San Francisco Museum of Modern Art and Yerba
Buena Center for the Arts (YBCA), including a retrospective about the Bay
Area’s experimental video arts scene in the 1970s and a provocative look at the
role artists are playing today in disrupting evictions. Community partners and
local arts organizations are a key part of our success, helping to leverage new
audiences and providing valuable insight into our local arts ecosystem.
Dear Members
Celebrating the Spirit, Voice and
Creativity of the Bay Area
kqed.org/arts
10
Annual Report 2015
New Voices, New Audiences
“I’ve been a KQED fan for decades, and, I must admit, I haven’t
been a regular supporter. But I am so excited by what I am finding
on KQED.org, particularly the writing of Emmanuel Hapsis, I felt
moved to donate. Thank you.”
Stories of Impact
kqed.org/pop
Dear Members
Since its launch in 2013, KQED Pop not only continues to be a go-to source
for pop culture fans looking for meaningful dialogue and commentary
around TV, movies, music and the zeitgeist at large, but also continues to
draw new audiences to KQED.org.
When editor Emmanuel Hapsis pitched the blog idea, there was concern
if a pop culture could be a source for intelligent discourse. In June 2015,
that worry was eased. An essay Emmanuel wrote examining the NPR fan
backlash against Kim Kardashian’s being a guest on the NPR news quiz
Wait Wait . . . Don’t Tell Me was cited by The Washington Post and the NPR
Ombudsman, among others, and also led to a 30-minute segment
on KQED’s popular Forum radio program.
In 2015, KQED Pop garnered nearly 2 million page views, which reflects
a 106 percent year-over-year growth compared with the previous fiscal year.
Another success: The KQED Pop brand branched out into the podcast world
with The Cooler (see page 13).
—J. MOE, EL CERRITO, CA
KQED Information
P H OTO: Emmanuel Hapsis.
11
Stories of Impact
“Data from NPR One indicate that The Leap is very, very good at
holding the people who opt in to listening. Once they get in the door,
they are very happy.”
Dear Members
Pew Research Center data show that podcast listenership has been growing
consistently over the past two years. The percentage of Americans who listened
to podcasts in 2008 versus January 2015 has nearly doubled, from 9 to 17
percent. So what media company with a talented, creative and innovative
staff wouldn’t consider creating more podcasts?
In March, KQED launched a “co-opetition” called Project Podcast. The goal:
create a challenge to fund and support the internal development of an original
audio podcast idea. Nineteen proposals were submitted from 55 KQED staff
members representing a dozen departments across the organization. The spirit
of cooperation, innovation and community was alive as teams applied the Design
Thinking Process (developed at Stanford University’s d.school) to their proposals.
Over the course of 13 weeks and with the aid of KQED senior content managers
and guest judges from Audible and Soundcloud, six semifinalist podcast teams
were narrowed down to one lucky winner: The Leap.
Led by veteran public radio reporter-producers Amy Standen and Judy
Campbell, along with off-mic support from producers Siouxsie Oki and Matthew
Williams, The Leap is a storytelling podcast about people in the throes of
dramatic, risky transformations.
The six-episode pilot season included stories of leaps across gender and
sanity, a punk rock icon turned computer programmer, and a truck-engineerturned-entrepreneur who created the world’s worst smell. During its first
12 weeks, the podcast reached almost 150,000 listens and more than 8,500
iTunes subscribers and has had more than 51,000 page views of its Web landing
and story pages.
Annual Report 2015
Project Podcast
—SARA SARASOHN, NPR ONE
kqed.org/TheLeap
KQED Information
These impressive numbers were aided by several partnerships. The podcast
is featured on the NPR One audio app, one of its episodes aired in a shortened
form on NPR’s Weekend Edition Saturday, another was featured on the popular
public radio show and podcast 99% Invisible, and a third was featured on the
Peabody Award–winning radio show Studio 360.
PHOT O: (L. T O R.)
Judy Campbell and
Amy Standen, courtesy
Jeremy Raff.
The Leap is made possible
by support from American
Conservatory Theater and
Opera San Jose.
12
Annual Report 2015
Stories of Impact
kqed.org/TheCooler
Dear Members
Before The Leap got off the ground, KQED Arts was looking for a way to build
upon the KQED Pop blog’s success in reaching new audiences, specifically
millennials and people of color. And so was born The Cooler, a weekly podcast
discussing pop culture in a smart, fun and personal way.
Hosted by KQED Pop editor Emmanuel Hapsis and KQED social media
specialists Jamedra Brown Fleischman and Carly Severn, The Cooler launched
with a sold-out live event in San Francisco attended by 350 enthusiastic fans.
It has garnered more than 21,000 listens and nearly 1,500 iTunes subscribers
over its 10-episode pilot season.
Most episodes feature a guest interview that helps add diverse voices and
viewpoints, helps build bridges with the community, and also cross-pollinates
with other KQED content areas. Guests have included Adizah Eghan and Joshua
Johnson, from KQED News; Emma Silvers, from KQED Arts; Aminatou Sow, of
the super-popular podcast Call Your Girlfriend; Candice Cuoco, a finalist on
Project Runway; local comedian W. Kamau Bell, and even an 8-year-old named
Gia, who shared her opinions on a wide range of topics, from feminsim and
global warming to why Zayn Malik really left One Direction.
KQED Information
P H OTO: (L . TO R.)
Carly, Jamedra and
Emmanuel.
13
Dear Members
Stories of Impact
kqed.org/futureofyou
Founding support for Future of You is provided by HopeLab. Future of You
is a project of KQED Science, which is also supported by the David B. Gold
Foundation, the S.D. Bechtel Jr. Foundation, the Dirk and Charlene
Kabcenell Foundation, the Vadasz Family Foundation, the John S. and James L.
Knight Foundation, the Smart Family Foundation and the members of KQED.
KQED Information
P H OTOS : Children with
autism try out the Brain
Power wearable system,
courtesy Brain Power; a
student in a wheelchair
tests out a virtual reality
experience at Aalto
University in Finland,
courtesy Tuukka Takala and
Liisa Hirvisalo.
Over the past five years, nearly every tech giant, the Federal Drug Administration,
many universities, numerous health-care professionals and investors (to the tune
of $4 billion) have embraced the evolving area of digital health.
Seeing a decline in health and science coverage in traditional media, KQED
launched the multimedia project Future of You — spearheaded by Senior Science
Editor Andrea Kissack — to offer insight into and an explanation of this growing
trend, which is expected to reshape the relationship that patients have with doctors,
have a significant impact on scientific research, and create new industries and jobs.
The initiative kicked off with a half-hour television special exploring the digital
health revolution. The program went on to win a Northern California Emmy Award.
In early March 2015, the Future of You blog was launched with host and editor
Christina Farr providing daily in-depth reporting on how new technologies are
revolutionizing both medicine and the way people manage their health. In just a
four-month window, monthly page views more than tripled, exceeding 86,000. The
blog has surpassed 400,000 views in just over eight months.
The reach of Future of You extends beyond the blog. Radio and Web features,
which have included stories on insurance companies and wearables, on why Google
is going all out on diabetes, and on big data and medicine, have reached several
hundred thousand viewers, listeners and readers through KQED and NPR
broadcasts and websites and at community events.
Looking ahead, Future of You is strengthening partnerships with NPR, Kaiser
Health News and KPCC’s Impatient blog and increasing efforts to engage audiences
and reach underserved communities by using social media outreach and convening
advisory groups.
Annual Report 2015
Where Health Meets Tech
14
Stories of Impact
“The videos can show things at a scale impossible for the naked eye [to
see], which provides an entirely new perspective on the world. That
unique perspective is what made us want to collaborate with KQED
on the series and what we think makes it so compelling.”
Dear Members
Explore big scientific mysteries by going incredibly small. Deep Look, the
remarkable science video series created by KQED’s award-winning science
team and presented by PBS Digital Studios’ YouTube network, provides a
new perspective on our place in the universe.
In just two to three minutes, Deep Look videos transport you to another
world. You can see a pygmy seahorse’s unexpected act of camouflage up close;
watch a hummingbird’s slow-motion aerial acrobatics in a wind tunnel (the series’
most popular, with nearly 900,000 views so far); uncover the hidden realm of
leafcutter ants; and see what scientists find when they put 500-year-old coral
samples into a particle accelerator.
Deep Look is born out of curiosity,” says lead producer Josh Cassidy, who is
an Emmy Award–winning cinematographer. “There are amazing things happening
in a butterfly’s wing, a slug’s slimy skin and a drop of ocean water. You just have
to learn how to look for them.”
Deep Look’s core production team also includes writing and narration by
award-winning KQED Science radio reporter Amy Standen, production and
coordination by Gabriela Quiros, production and editing by Elliott Kennerson,
an original score by Seth Samuel, editing and graphics by Kia Simon, and
leadership from Series Producer Craig Rosa.
Annual Report 2015
See the Unseen at the Edge of
Our Visible World
—MATT VREE, FORMER DIRECTOR, PBS DIGITAL STUDIOS PROGRAMMING
P H OTOS : (TOP TO
youtube.com/KQEDDeepLook
Funding for Deep Look is
provided in part by PBS Digital
Studios and the John S. and
James L. Knight Foundation.
Deep Look is a project of
KQED Science, which is also
supported by HopeLab, the
David B. Gold Foundation, the
S.D. Bechtel Jr. Foundation, the
Dirk and Charlene Kabcenell
Foundation, the Vadasz Family
Foundation, the John S. and
James L. Knight Foundation,
the Smart Family Foundation
and the members of KQED.
KQED Information
B O TTOM) Leafcutter ants
and pygmy seahorse.
Each month, KQED rolls out two new videos, all shot in ultra-HD (4K) using
macro cinematography and microscopy. In just over a year, the series earned
25,000 YouTube subscribers and 2.4 million views — and the numbers are
increasing quickly. In addition, the series won Best Limited Short Series at the
prestigious 2015 Jackson Hole Wildlife Film Festival.
15
KQED Information
—KEN PETERSON, COMMUNICATIONS DIRECTOR, MONTEREY BAY AQUARIUM
Stories of Impact
“Our Big Blue Live partnership with KQED made a big impact on our
members — especially the preview screenings and panel discussions
with PBS producers, ocean experts from the National Oceanic and
Atmospheric Administration, and our own policy team. It was a rewarding way to connect our members more deeply to the broadcasts.”
Dear Members
With breaching humpback whales, fuzzy sea otters, great white sharks,
kelp forests and an underwater canyon deeper than the Grand Canyon,
Monterey Bay is one of the world’s most amazing ocean destinations. In a
first-time collaboration, PBS and the BBC presented Big Blue Live, a live
broadcast from Monterey Bay that aired on KQED Television over three nights,
Monday, August 31 through Wednesday, September 2, 2015.
Anchored in open-air studios at the Monterey Bay Aquarium — a longtime
KQED Science community partner — and aboard research ships on the bay,
scientists, filmmakers and photographers, animal behaviorists, and other
experts came together to document the extraordinary rejuvenation of the
once-endangered and now thriving ecosystem of the Monterey Bay National
Marine Sanctuary.
KQED has a strong history of journalism, education, social media and
partnerships around science and environment. The charge and challenge was to
use our collective muscle around our content, via our distribution platforms and
in the community leading into and during the broadcast event.
All KQED content areas embraced this initiative. It began with KQED’s Big
Blue Live website, which launched in late August, along with The LowDown’s
look at overfishing and a KQED Science report on ocean acidification. Our radio
and television coverage included a special from The California Report, followed
by a television feature on KQED Newsroom and a one-hour discussion on
Forum with Michael Krasny. Nationally, a KQED Television segment aired on PBS
NewsHour, and a science feature was part of NPR’s Morning Edition.
But where would our great content be if people didn’t know about it? KQED
heavily promoted community events and coordinated plans with our partners,
especially the Monterey Bay Aquarium.
Annual Report 2015
Live from Monterey Bay —
A Multiplatform, Multimedia Success
P H O TOS: (TOP TO BOTTOM)
courtesy PBS; southern sea otters,
courtesy Adam White; humpback whale,
courtesy David Fleetham.
16
Annual Report 2015
Stories of Impact
KQED Information
KQED, PBS and Monterey Bay Aquarium co-hosted two sneak preview
screening events with in-depth panel discussions at the Aquarium, each
drawing more than 250 attendees.
KQED Education also connected personally with teachers, hosting nearly
100 educators at a premiere screening in KQED’s studio. Even KQED Arts
dove into the mix, sharing work of Bay Area artists inspired by the ocean.
Social media was our most effective outreach and engagement tool.
Interest in Big Blue Live drove our social media impressions, engagement,
fans and followers in record numbers. On Twitter (the main social “home”
for #BigBlueLive), @KQED’s #BigBlueLive tweets were seen 426,900
times during the broadcast period and were responsible for 70 percent of
total engagement on Twitter during that period. In addition, KQED’s social
media contest to promote the broadcast attracted more than 400 entries
via Facebook, Instagram and Twitter — more than three times the KQED
contest average.
On television, KQED ratings were twice the national average for all
three broadcasts; in fact, KQED ranked No. 2 and No. 3 among all public
television stations on Monday and Wednesday, respectively.
In short, KQED delivered and established what PBS has said could be
a model for how a local station leverages national event programming on
multiple platforms.
Dear Members
P H OTO: Behind the
scenes of the Big Blue Live
production at the Monterey
Bay Aquarium, courtesy ©
Monterey Bay Aquarium/
Tyson V. Rininger.
17
KQED Public Radio Productions
KQED Television,
Nationally Broadcast Productions,
Co-Productions and Presentations
KQED Public Radio Co-Productions
and Presentations
Art and Soul
Check, Please! Bay Area
Equal Time
ImageMakers
KQED Newsroom
QUEST
Spark
Truly CA
Film School Shorts
Jacques Pépin Heart & Soul
Joanne Weir Gets Fresh
Joseph Rosendo’s Travelscope
The New Environmentalists
Roadtrip Nation
Ultimate Restorations
Why Not Us? Roadtrip Nation Special
Brain Maker with David Perlmutter, MD
Easy Willpower with Rena Greenberg
Jacques Pépin’s 80th Birthday Celebration
Churchill Club
City Arts & Lectures
Climate One — From the Commonwealth Club
The Commonwealth Club of California
The Computer History Museum Presents
Joint Venture Silicon Valley Conference
KQED-CIR partnership
World Affairs Council
KQED Interactive
Productions and Presentations
KQED Information
Art School
Bay Area Bites
The Bay Bridged
Bay Curious
The Cooler
Deep Look
The Do List
Do Now
Election Voter Guide
FaultLines
Future of You
KQED app
KQED Arts
KQED Pop
KQED Science
The Leap
The Lowdown
MindShift
News Fix
Noise Pop
Obamacare Explained guide
PriceCheck
QUEST
Rape on the Night Shift (a partnership with
CIR, FRONTLINE, the University of California,
Berkeley’s Investigative Reporting Program
and Univision)
Spark
State of Health
Stories of Impact
KQED Television,
Nationally Broadcast
Fundraising Breaks
The California Report
Governor’s 2015 State of the State Address
Morning reports
Weekly newsmagazine
The Do List
Forum
KQED News
KQED Science (Monday feature)
Perspectives
Dear Members
KQED Television,
Locally Broadcast Productions
Annual Report 2015
KQED Productions
and Presentations
18
Annual Report 2015
Awards and Recognition
KQED Public Television
Northern California Emmy® Awards
Public/Current/Community Affairs —
Program/Special
KQED/The Center for Investigative
Reporting “State of Surveillance”
Monica Lam, Amanda Pike, George Schulz,
David Ritsher, Scott Shafer, Thuy Vu,
Bernard Gundy, Mia Zuckerkandel, Joanne
Elgart Jennings
Society of Professional Journalists of
Northern California
Feature Storytelling (TV/video)
“Lifers and Rehabilitation”
Monica Lam, Scott Shafer
News & Program/Special Documentary
— Cultural/Historical
KQED/The American Mercury
Becoming California
James Baxter, Jeffrey White, Kit Tyler,
Richard Tsai, Richard York, Ron Chapple
Investigative Reporting
“Rape on the Night Shift”
Sasha Khokha
Technology — Program/Special
KQED 9 Future of You
Sheraz Sadiq, Shirley Gutierrez, Paul
Rogers, Arwen Curry, Lisa Landers,
Andrea Kissack
Dear Members
Arts & Culture Reporting (TV/video)
“The Bleak Beauty of David Maisel’s
Aerial Photographs”
Lori Halloran
P H O TO S : ( TO P TO BO TTO M ) “State of
Surveillance”; Andres Amador’s Earthscapes,
both courtesy KQED.
Public Radio News Directors Incorporated
Best Use of Sound
KQED News “Getting Classical”
April Dembosky
Sports Feature (large newsrooms)
KQED News “California Chrome”
Julia McEvoy
Writing
“Drought Lessons From Down Under”
Craig Miller
Multimedia/Web
Society of Professional Journalists of
Northern California
Journalism Innovation (all platforms)
“PriceCheck”
Lisa Aliferis, Lisa Pickoff-White
Video Journalism (portfolio)
Adam Grossberg
Jackson Hole Wildlife Film Festival
Limited Series — Short Form
Deep Look
Craig Rosa, Josh Cassidy, Gabriela Quirós,
Sheraz Sadiq, Paul Rogers
Society of Professional Journalists of
Northern California
Best Scoop (all media)
“Racist SF Police Texts”
Alex Emslie
Breaking News (radio/audio)
“South Napa Earthquake”
KQED News Staff
Explanatory Journalism (radio/audio)
“Books & Bullets”
Zaidee Stavely
KQED Information
News Feature (large newsrooms)
The California Report “Rural Doctor
Launches Startup to Ease Pain of Dying
Patients”
April Dembosky
Radio Television Digital News Association
Edward R. Murrow Regional Award
Hard News
“California’s Connection to the Anti-Cartel
Movement South of the Border”
Michael Montgomery, Ana Arana, Grace
Rubenstein
Stories of Impact
KQED Public Radio
Northern California Emmy® Awards
Arts/Entertainment — Feature/Segment
Andres Amador’s Earthscapes: Art That
Goes Out with the Tide
Joe Matazzoni, Cynthia Stone,
Andrew Marson
Editor — Program — Non-News
KQED/The American Mercury
Kit Tyler Composite
Kit Tyler
19
Annual Report 2015
Condensed Financial
Information
($000) For the year ended September 30, 2015.
Revenues
Underwriting and General Grants
$38,014
15,598
Community Service Grants
5,968
Government Grants and Other
22%
743
Project Grants
3,233
Investment Income Transferred
from Endowment
2,316
Bequests and Trusts *
2,082
Trade and In-Kind Donations
2,091
9%
54%
1%
5%
3%
3%
$70,045
3%
Expenses
PR O G R AM SE RV I CES
Stories of Impact
Total Revenues
Dear Members
Contributions and Membership Fees
Television Production and Broadcasting $18,752
Radio Production and Broadcasting 7,486 Program Promotion
3,321
Education
942 2,573
Multiplatform Content
9,964
Total Program Services
General and Administrative
Total Support Services
62%
$43,038
SUPPO RT SE RV I CE S
Marketing and Development
25%
13%
$16,905
KQED Information
Interactive
9,017
25,922
Total Expenses
$68,960
Note: This condensed financial information has been
derived from KQED Inc.’s financial statements as of
and for the year ended September 30, 2015. These
financial statements have been audited by Hood &
Strong LLP. For a complete copy of the 2015 audited
financial statements, please email [email protected]
* Bequests and trusts are transferred to
Board-designated endowment fund. Total
operating revenue after transfer is $67,963.
20
KQED Information
Membership
It is heartening to know that millions
of residents of Northern California
are using KQED services and that
close to 200,000 of them have
chosen to support our efforts
financially. Members help KQED
produce, acquire and present
quality programming and provide
educational services. They also
provide a stable source of revenue
to support day-to-day operations
as well as the development of
future programs.
kqed.org/donate
Stories of Impact
Volunteer
Until the day when we can
forgo fundraising drives (trust us,
we also wish that day would come!),
we rely on volunteers to help us
raise millions of critical dollars
every year. Volunteers are also
involved in docent services, special
events, administrative support and
education community outreach.
Working individually or as part of
a group, volunteers are KQED’s
personal connection to the Bay
Area community. Call for more
information on becoming a volunteer.
415.553.2153
Dear Members
Generous volunteers and donors are instrumental in helping us
provide outstanding and innovative programming and services for
the people of Northern California and beyond. The individuals,
corporations and foundations that contribute to KQED help us
enrich lives, inspire minds, elevate the spirit and celebrate our
community’s diverse perspectives.
Annual Report 2015
Thank you!
P H OTOS : courtesy Alain McLaughlin.
21
Foundation and
Government Support
415.553.3318
Corporate Support
415.553.2388
Business Partners
415.553.2885
KQED Information
Additional Ways to Support Local Public Media
Stories of Impact
The Jonathan C. Rice Legacy
Society recognizes those visionaries
who have thoughtfully provided for
KQED’s future by making a planned gift.
Legacy gifts are made through a will
or living trust, charitable gift annuity,
charitable trust, retirement plan, or
other planned gift.
415.553.2230
Dear Members
P HOTOS: courtesy Greg Habiby.
The Signal Society is a special group
of donors who annually contribute
$1,500 to $9,999. This generous and
vital support ensures that KQED can
continue to engage and inspire the
people of Northern California with
the highest-quality programming
and educational services. Signal
Society members enjoy lending library
privileges, invitations to intimate events
with public broadcasting personalities,
information about upcoming programs
and other benefits that help enrich their
relationship with KQED.
415.553.2300
Leadership Circle membership
is offered to donors who contribute
$150 to $1,499. The ongoing support
of these members helps ensure the
public media services enjoyed by
all residents of Northern California.
Leadership Circle members are
offered a variety of benefits, including
invitations to previews, receptions with
public broadcasting personalities and
behind-the-scenes activities.
415.553.2345
Annual Report 2015
The Producer’s Circle recognizes
donors making annual contributions of
$10,000 or more. Dedicated Producer’s
Circle investors provide operating
support that strengthens our core
programs and services, and they
lead the way in helping to fund our
initiative to expand local production.
In turn, Producer’s Circle donors enjoy
enhanced recognition and benefits,
including invitations to intimate events
with public broadcasting personalities.
415.553.2300
Matching Gifts
415.553.2150
22
Channel 54.4
XFINITY 192
Channel 9.3
XFINITY 190
Channel 54.3
XFINITY 189
Channels 54.5 & 25.3
XFINITY 191 & 621
88.5 FM San Francisco
89.3 FM Sacramento (KQEI)
KQEDnews.org
kqed.org/education
Dear Members
Channels 54, 54.1, 9.2,
& 25.2 - Monterey
XFINITY 10 and HD 710
Annual Report 2015
Channels 9.1, 54.2,
& 25.1 - Monterey (KQET)
XFINITY 9 and HD 709
Stories of Impact
KQED Information
Annual Report 2015
Allyson Quibell Wilinski
EDITOR
Zaldy Serrano
C R E AT I V E D I R E C T O R
Christina Z. White
Kelly McLachlan
DESIGNERS
The following KQED staff members
contributed photos or graphics to
this report: Josh Cassidy, Wendy
Goodfriend, Kelly McLachlan.
Lisa Pickoff-White, Suzie Racho,
Christina Z. White,
23

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