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NATIONAL PUBLIC BROADCASTING INTERACTIVE TO REPRESENT PBS.ORG


NPB Interactive and Operative, Inc to Work Together On Public Broadcasting Network of Web Sites

New York, August 21, 2006 NPB Interactive (NPBi), the newly formed on-line sales division of National Public Broadcasting, LLC, today announced an agreement with PBS, an acknowledged leader in Web content, to represent PBS.org for the sale of display underwriting and digital sponsorships on PBS.org.

Under the agreement, NPB Interactive will seek web sponsorships and display underwriting starting with a broad range of content available on the PBS Web site. PBS.org features sites for more than 1,800 PBS television programs as well as substantial web-only content, podcasts and real-time learning adventures. The initial pages available for sponsorship on PBS.org will include the 6 "neighborhoods" aggregating PBS-branded content into easily navigable environments that cater to visitors' specific interests, including Arts, News & Views, History, Science & Technology, Business & Finance and Home & How-To.

"We're delighted with this new relationship and are convinced NPBi brings to PBS.org an in-depth understanding of the unique strengths of both our national and local content," said Tom Tardivo, Vice President, Strategic Asset Management, PBS. "Their success in generating on-air revenue makes them the ideal partner for PBS.org."

Operative, Inc, an online advertising solutions provider, has been chosen by NPBi as the network ad management partner. Operative, through its Dashboard product, will provide global transparency into NPBi's operations, while helping to manage all network traffic. Operative's service will also be made available to PBS and NPR affiliated stations nationwide. "After a thorough search of ad management and ad serving vendors, we chose Operative as the "best of breed" provider of quality technology and service expected by a national brand like PBS", said Robert Williams, President of NPBi, "Operative's feature-rich Dashboard will allow PBS.org to maximize revenue by aggregating web traffic to achieve the reach and geo-targeting sought by national marketers."

NPBinteractive also represents the web sites of major public television and public radio stations. By virtue of NPB's representation of national programs and the multi-market representation of public television and radio stations across the country, the combination of NPB's on-air media representation combined with NPBi's web representation will enable national marketers to easily take advantage of the "cross-media" opportunities that are rapidly evolving in public media and permit a comprehensive underwriting and sponsorship approach to online and broadcast audiences throughout the United States.

About National Public Broadcasting

National Public Broadcasting Interactive (NPBi) is the newly formed digital sales division of National Public Broadcasting, a multi-market underwriting and sponsorship sales representative for public television and radio stations. The company was formed in 1997 by WNET New York, KCET Los Angeles, WTTW Chicago, WHYY Philadelphia, KQED San Francisco, WGBH Boston, KERA Dallas, WETA, Washington, DC, WTVS Detroit, KCTS Seattle, ABRY , and Williams Communications, Inc., to position stations competitively in the media marketplace while maintaining the distinctive heritage of public broadcasting. For more information on the markets and stations represented by NPB, visit npb.com.

About PBS

PBS is a media enterprise that serves 354 public noncommercial television stations and reaches almost 90 million people each week through on-air and online content. Bringing diverse viewpoints to television and the Internet, PBS provides high-quality documentary and dramatic entertainment, and consistently dominates the most prestigious award competitions. PBS is a leading provider of educational materials for K-12 teachers, and offers a broad array of other educational services. PBS' premier kids' TV programming and Web site, PBS KIDS Online (pbskids.org), continue to be parents' and teachers' most trusted learning environments for children. More information about PBS is available at pbs.org, one of the leading dot-org Web sites on the Internet.

About Operative, Inc.

Operative enables interactive publishers and agencies to meet the demands of an increasingly dynamic internet marketplace and to improve their bottom lines by providing expert management of ad operations through their industry-leading technology and truly obsessive service. Operative's flagship subscription-based software - accessed by clients via the Operative Dashboard, an ASP software solution - automates the entire ad operations process, from insertion order through trafficking, campaign optimization through CRM, with sales force automation built in. Headquartered in New York City with its international base in London and offices around the world, Operative provides a full range of outsourced ad operations to many of the world's leading media companies including AOL, The Wall Street Journal, The Economist, MSN, Business Week Online, iVillage, Omnicom, and WPP. For more information visit www.operative.com

Contacts:

Robert Williams
National Public Broadcasting Interactive
(212) 265-5700 x405
rwilliams@npb.com

Kevin Dando
PBS
(703) 739-5073
kdando@pbs.org

Meghan Quillinan
Operative, Inc.
(212) 994-8906
mquillinan@operative.com





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