CAB Community Leaders
Survey—Summary
CAB Community Leaders
Survey—Summary
Bev Stein - Chair, Multnomah County Commissioners
Maria Elena Campisteguy-Hawkins - OCHA
Amy Fraley - Small business owner, mother of three
Eileen McLellan - VP, Cascade Festival of Music
Bob Barber - President, Central Oregon Community College
Unidentified - Hispanic mother of three, banker
David Zupan - Eugene PeaceWorks/ Institute for Public Accuracy
Jim Upshaw - UO Professor of Broadcast Journalism
Serena Cruz - Multnomah County Commissioner
Betty White - Retired, VP NAACP
DL King - Retired, Coordinator, School to Work Program, PGE
Victor Propies - Executive Director, Oregon Commission on Black Affairs
Dave Fidanque - Executive Director, Amer. Civil Liberties Union of Oregon
Bill Bradbury - Oregon Secretary of State
Question #1: How much to you use either OPB radio or television:
"Not much, but love the programming. However, don’t like when OPB is asking for money."
"I listen to OPB radio throughout the day and to OPB TV once in awhile."
"TV, 2 hours week nights, 3 hours weekends. Radio: not at all (KLCC is local NPR)"
"Only the radio.
"TV—2 or 3 hours a day—children’s programming; radio—in the car, about one hour a day"
"Four hours a day to NPR-radio; ½ hour a week-television"
"Approximately 40 min. a day for both during the week, one hour for both on weekend"
"Listen to radio, news, in the car"
"Doesn’t really use it except for specific shows that OPB has produced; also followed up one time with a Ray Suarez program on youth violence"
"Don’t (watch movies)"
"# 1 station listened to!"
"Two hours a day—radio; 2 hours a week—TV"
"TV: 5 to 10 hours/week; Radio: 4 hours/week in the car"
"Radio, approximately 10 hours a week, TV less than one hour per week"
General overall conclusion: people interviewed listened to radio on average more than watched TV—two-to-one
Question #2: What are your favorite programs and why?
"Musical and historic programs"
"I prefer news that I can’t find elsewhere. I also listen to NPR, but am disappointed with their orientation."
"News Hour (best news in depth); Nova, Frontline, Caprial (food), Oregon Field Guide"
"Political news"
"Nature stories and Oregon history"
"Children’s programming: Wishbone, Arthur, Sesame Street, ZaboomaBo; kids like them and I don’t have to worry about violence or commercialism."
"6:00 am news everyday; music—Performance Today; Mora Gunn (usually morning programs)"
"News—national & Oregon, All things considered—classical music in between."
"Morning Edition, and Oregon news (which she’d like to see more of); Splendid Table, The Savvy Travelers, and the interview show that follows All Things Considered"
"Music performances, movies"
"Talk of the Nation; Ranio (3 pm)"
"TV—Lehrer News Hour, Frontline, American Experience, Master Piece Theater, Mystery; Radio—Morning Edition, All Things Considered, Fresh Air, Oregon Considered, Seven Days"
"Radio—Morning Edition, All things Considered, News Hour, This American Life; TV—Oregon Field Guide, News hour, seven Days"
General overall conclusion: most popular—Radio: Morning Edition, All Things Considered; TV—Oregon Field Guide, News Hour. People are watching or listening for news that they cannot get on commercial airwaves, programming that high-lights Oregon history, news, music, etc. and in general, history and musical programs.
Question #3: What are the most significant contributions that OPB makes to your community?
"Shows that are non-traditional"
"Its mandate to totally serve the public could be most significant if its mission was fulfilled"
"Its programming"
"New to community, just figure it is TV and Radio"
"Keeps us informed on national and international news. Love the short stories."
"I believe it is news with less hype—normally neutral though periodically liberal politically, and business news"
"Unaware of anything other than programming and co-sponsoring certain events"
"Sees OPB as bringing some awareness to dropout rates for Latinos"
"Don’t Know"
"Is a service to communities of need"
"National news"
"Radio does fine job covering statewide news. Capital reporting is excellent. Good depth from Salem—better than Oregonian or commercial TV. TV is good pass-through of good quality programming but meaningful public affairs are absent"
"Information and news about where we live"
General overall conclusion: Local news coverage, Oregon state-wide news, issues, etc., National News with less hype than commercial news
Question #4: Is OPB fulfilling its mission to the citizens of Oregon?
"Not really. OPB needs to have a better tie in to the television watching audience"
"No, I believe it is not"
"No"
"Don’t know mission; seems to be doing a nice job"
"I very much enjoy it. There is always need for improvement in anything. I listen for information and entertainment"
"Yes— I would like to have more time to listen; more often then not I am in the car."
"I see the mission as providing independent news and information and elaborating on both, providing a depth of information. I see OPB offering high quality programs on a range of topics with commentary. I think of OPB as poor (because they are always on the air raising money) and that lowers my expectation of what I can expect from you."
"Would like to see more on cutting edge, real-life issues—e.g., remembers something on how hard it is for non-profits to raise money. Would like to see programs that promote discussion about local issues."
"I guess so—but don’t know"
"Definitely—Yes!"
"Yes"
"No idea what OPB’s mission is! TV seems to want to provide good quality wall paper, to be as inoffensive as possible and raise as much money as possible. Makes public affairs as boring as possible. Not what I think it should be."
"Not sure what the OPB mission is [OPB’s mission statement is read].. That’s awfully limited. Public broadcasting should have a broader statement—it needs to be more than just education. Time to re-do your mission statement, folks. There is not enough local programming"
General overall conclusion: Mission seems unspecific; most want news, information and local community issues showcased. Overall does not think OPB is fulfilling its obligation to its audience.
Question #5: In What ways can OPB improve its contributions to your community of interest?
"OPB needs to give the public a schedule or calendar of events to show when programs are being offered. It is always uncertain."
"By much more diverse and locally produced programming is needed. This is especially needed with OPB TV—very little is locally produced and too much carried of commercial programming that could be seen on any cable station is aired"
"Much more Oregon-based programming!"
"More diverse programming"
"Don’t know, haven’t seen any community activity here"
"Come see other cultural organizations, interview us - meet us. Participate in our cultural events; speak to our service organizations; come and see us; Donor reception!! Coffee!!"
"I’m generally satisfied though the news and weather are usually slanted to Portland as a valley. I also appreciate that is where most listeners are—Web page might convey previews weeks analysis/speeches. I didn’t see right away but maybe it does."
"I you think of OPB as a member of the community, then they might be more present and represented on committees and boards; e.g., present where they can be more of an advocate for schools. One example would be School to Work: How might OPB take its journalism expertise, and or its production expertise and open up those worlds to build future listeners and journalists. Or could OPB play a role in the area of Media literacy: Developing curricula to develop critical users of the media, e.g., have follow up to shows that teenagers might watch which raises critical questions about what has been heard and seen. Currently, I do not believe that OPB is thought of as a community partner."
"OPB needs to get the word out more. I realize that as a leader in the community, I do not really know that much about it. I Think that is would be helpful to have better advertising about what is it and where to find it—e.g., recently I was at the public library and ran into some organization that was distributing information about themselves via bookmarks placed in the library. Suggested also advertising in community newspapers, e.g., the Latino paper, the Asian reporter. I really think of OPB as poor because they are on the air so often asking for money, so most communities do not turn to them because how could they do anything more."
"Don’t know"
"Continue to grow"
"Already appropriate"
"Should be active member of community—making itself relevant to the people of Oregon. Make state news interesting; be willing to take risks. Radio does much better than TV. Daily or weekly version of Lehrer—in depth reporting on important public issues, interviews with newsmakers. Scrap “Seven Days”—boring, are not even reporters, but editors reading other’s news! Get past sound bites; present issues to make sense so info can be used. Use documentaries focusing on public policy issues, 10 minute package followed with panel discussion. Visually interesting; less pontification, more presenting of issues."
"Apply OFG and 7 Days approach to doing quality investigative and documentary reports on more of the larger issues of the State. There are 1000’s of issues left unexplored by Seven Days. More creative effort is needed using TV technology to help people stay interested and be more informed on the larger issues we’re faced with. More localized programs like the OPB Radio series on growth in the Bend and Deschutes County. Go to Baker City, Coos Bay, Ashland— the issues are very different in all three places. Try to both inform and entertain. It would help us feel more connected."
General overall conclusion: Greater circle of marketing, especially to under-served communities, better state-wide issues coverage, locally produced programming showcasing local and state-wide concerns. Reach out to community organizations, become active member of these groups by joining councils, committees, Boards. Raise level of visibility.
Question #6a: Are there populations of Oregonians you work or interact with that you believe are not being served by OPB? If so, who are they?
"Yes, Hispanic-Spanish speaking and bilingual audiences"
"Yes, a cross section of cultural communities from all social levels including interests for social change"
"All Oregonians"
"Latino community"
"Non-English speaking populations"
"Radio children’s hours. Story time, like Michigan State University"
"Youth"
"Don’t know"
"No"
"No"
"Nobody is adequately serving communities of color in Oregon. They are invisible on OPB. OPB is very white and upper middle class focused."
"Probably civic active and involved people tend to use OPB radio and TV as a source of information more than the greater mass of other people. But all communities of Oregon are lacking local coverage—both urban and rural people need good communication sources about where we live. It sure could get better than it is today."
Question #6b: How could OPB better serve them?
"Offer bilingual programming and inform public about offerings"
"Instead of promoting an agenda that serves corporate interests—OPB could promote a public agenda"
"Focus resources on local/state public affairs"
"More diverse programming"
"Have more bilingual programming"
"Age rating for programming. I have a ten year old and an eleven year old"
"Integrating cultural values of the community into the programs"
"Look at recent audits by PBS and think about OPB;s role in relationship to that audit. What about reaching out to OCHA’s alternative school (200 youth on a regular basis)."
"OPB’s number one obligation is to stay on the air; should consider buying programs that focus on issues similar to ours—and then localizing them further through “wrap-around” supportive activities, e.g., using some of the new multi-channel capacity"
"Increase focus on news and public affairs, include minority communities such as Latino, etc. Explore issues; social welfare, heath, education, crime—how they impact our general institutions and other communities."
"The challenge is to provide high quality local programming in news and all other kinds of programming"
Question #6c: Is it important to make an effort to reach these groups?
"Yes, need to inform/educate a growing audience"
"Yes, at every level including the constitution of the OPB Board that needs to be considered."
"Important to reach these groups; very important, should be a major goal"
"Yes, either through music or their community issues and concerns"
"Yes"
"Yes"
"Yes"
"Yes"
"While OPB represents many of the best aspect of white culture, the invisibility of people of color on OPB is most damaging to those communities. It is also an important opportunity to educate the general population about minority communities and less popular view points! Reduce bigotry of all sorts."
"It is very important to our sense of community to have good information sources about where we live that we can relate to. It is very important for OPB to make significant effort at local programming. It is a key part of straightening the bonds in the Oregon community."
General overall conclusion: Yes, non-English speaking populations, Latinos and all peoples of color. To better serve them, offer bilingual programming, more diverse programming, Age rating for programming, explore such issues as, social welfare, heath, education, crime—how they impact our general institutions and our ethnic communities. It is very important to reach these groups, should be a major goal. It is also an opportunity to educate the general population about minority communities and less popular view points.
Question #7: How does OPB contribute to your life at a personal level?
"It provides quality television"
"OPB radio is usually on all day as I work and I am listening as part of my job"
"Provides deeper perspectives on life in general than do other broadcast media"
"Helps to keep me sane through quality children’s programming"
"Saturday cooking shows, travel shows"
"Personally enriching"
"Helps me become aware of what’s coming on"
"Gives information that works, not get through other media"
"Used to be OPB member, quit after your refused to air “Tongues Untied”—I wrote a thoughtful letter and got a stupid letter in response."
"I’m a news junky, I use it to stay connected on national issues and enjoy Oregon Field Guide"
Question # 7b: In what ways could OPB improve its services to you as a customer?
"You should market the program schedule better"
"Move away from a corporate commercial situation and toward diverse, democratic locally produced programming"
"Provide stronger signal to upper McKenzie River area."
"Broadcast MTV where your radio stations are for outlying areas"
"Know what’s coming. We re busy working, more promotions of programs"
"More news, community education, classical music, community education"
"OPB should have the courage to carry programs that are provocative as long as the are truthful; should challenge stereotypes and preconceived notions about minorities, non-mainstream perspectives and priorities"
"Do a better job of covering Oregon community issues"
General overall conclusion: Provides deeper perspectives on life in general than do other broadcast media, personally enriching. Easier access to program scheduling. Carry more locally produced programs, focus on community issues and education.
Question #8: What kinds of programming do you think OPB should consider for its new channel space?
"Add cultural/ethnic programming; historical perspectives of all major US ethnic groups'"
"More discussion programming like a labor issues channel; OPB should be leading the way for sound change with public intent"
"News/public affairs; Multi-cultural programs; Uncut art/foreign films & other arts fare (NOT the usual 'Pops')"
"Latino programming"
"Spanish station—more classes besides painting; weather; tie in programs with Stroganoff, High Desert Museum, OMSI."
"No answer"
"In OCHA’s alternative school, they have a latitude for what they offer. Might OPB complement some of what there trying to do in their CAM track? OCHA has the flexibility for scheduling as well, and might OPB contribute to their educational offerings in a planned systemic way."
"Children/Media Literacy: Can OPB, because of its stature, play a significant role in educating children and youth about the consequences, influences of the media?"
"More children’s programming"
"History, diversity, jobs, health"
"More racial & ethnic news"
"Public affairs of Oregon. CSPAN-type from Salem. Air legislative media archives."
"OPB is a natural place for an Oregon CSPAN and a dedicated educational channel. I feel it is important to maintain one really strong channel that is the Public Television channel, providing not only information and entertainment but the sense of common interest. Resist the Balkanization of public TV that we see on cable—the fragmentation of viewers and special interests."
"Would like to see OPB play some role in connecting groups which are all working on the same issue. I think that the multi-channel capacity might lend itself to a coalescing, connecting focusing role so that community work on common issues gets “joined.” For example, might OPB create continuity-in-focus on an issue by dedicated a “channel” to a single issue over some period of time, sponsoring “discourse.”"
General overall conclusion: Add cultural/ethnic programming; Latino programming in particula;, weather education and programming; tie programming to cultural events across the state. Children’s educational issues, dealing with literac;, support school efforts to meet SIM & CAM benchmarks.
Question #9: Interactive services—What special applications for expanded computer/television capacity would be of interest to you and your community?
"Add TDD/subtitles to attract a wider audience"
"Yes there are a multitude of issues and concerns that could be aired by an equal number of special programs if they were given this opportunity."
"Use data carrier to generate revenue. Create public-issue forums with call-ins."
"Web stuff—answer questions during programming"
"Do the Weather!!—we fly and travel by car over the pass"
"OPB should be used in some inventive ways to create social cohesion. How might this tool be used to create a sense of community and engage people together around significant issues."
"Don’t know"
"No"
"Order copies of programs/transcripts"
"Provide access to legislative text of bills"
"Broadcast ancillary information like the text of bills alongside of the broadcast of legislative sessions."
General overall conclusion: Include ancillary information while broadcasting, i.e., texts of legislative bills, Web site connections and links, live talk-back.
Question #10a: Do you perceive that public broadcasting has different community obligations than does commercial broadcasting? Can you explain those differences?
"I expect OPB to be of high quality and purpose, not just for ratings"
"It should provide leadership in working for the public interest as opposed to corporate interests"
"Must give audiences all forms of programming the profit-sucking commercial stations don’t"
"Public—do good stuff not ruled by commercial dollar"
"OPB is more correct, moral and accurate"
"More editorial independence—and a good reputation for maintaining it"
"Differs in its obligation not too advertise, to cover a wider gamut of topics—art, culture, sports—and to produce content for which commercial stations can’t get advertising."
"Public broadcasting has non-commercial obligations"
"PBS is obligated to carry more objective public info that commercial; commercial news is more slanted"
"An obligation to counter cynicism about government and public affairs. To bring in-depth reporting and analysis of public affairs to Oregonians. Gov’t subsidies and public airwaves bring obligation to present issues of public importance and coverage of government that is accurate, interesting, in-depth."
"Huge, fundamental difference: to serve the public interest verses— to make a dollar. Public broadcasting is a nonprofit organization with a very specific purpose to help fulfill the information needs of a community."
Question # 10b: How well does OPB meet those obligations?
"Good, but can improve"
"I would rate OPB as poor presently"
"Not well at all!"
"It does a good job"
"OPB seems purer!!"
"Editorial independence, and a good reputation for maintaining it"
"Don’t know"
"Better than any other broadcast"
"Radio does better than TV with more stories from day before. TV hardly does anything at all to meet these obligations. “Seven Days” is a waste of time."
"They do a wonderful job with what they do, but more needs to be done about it. There is so much more that could be done with stories about Oregon. And I think it is definitely and area that fund raising could be done in if they chose to do it."
General overall conclusion: OPB’s obligation is to cover a wider gamut of topics—art, culture, community issues. Public broadcasting has a non-commercial obligation to the community to carry high quality programming with purpose aimed at educating, informing, and enriching our lives. Overall OPB does a fair job of this, but needs improvement with more diverse programming aimed at people of color.
End of OPB Community Advisory Board Questionnaire-Results
March 14, 2000