Inside PBS Blog

We asked last week for you to send your questions for PBS President and CEO Paula Kerger. You left more than 45 questions and comments here at the PBS Engage blog, and I received several more via e-mail. (Nice response, every one!) I chose five good questions and sent them along to Paula, whose answers appear below. Paula apologizes that she can’t answer every question. If your question didn't get answered, e-mail me and 'll work with my PBS colleagues to respond to your concerns. Until then, don't forget to leave questions for our next guest: Aaron Brown, the new host of PBS's "Wide Angle."

What is PBS doing to compete in the new media marketplace where viewers want to see content when, where, and how we want? John Hammond

We're doing a lot. In the next few months, we plan to introduce an online video player that will allow you to visit your local PBS station's Web site to stream episodes of most PBS shows. We've also made it possible to visit sites like iTunes and Joost and download episodes of many of our shows, and we'll be on Hulu beginning later this week. We also have hundreds of clips available on our YouTube channel. The challenge here is to be strategic rather than trying to do everything at once. Every new platform that emerges is not necessarily viable. But we're well on our way to becoming a multi-platform organization.

What performance metrics are used to determine success for individual programs and PBS overall? Bob K.

Ratings are one consideration, but we consider a number of other factors, too, including the artistic merit of the programming we put on the air. For me, one of the most important metrics is the impact our content has on our viewers. One of my favorite stories involves Desmond Richardson, who is considered one of America's best modern dancers. Desmond grew up dancing hip-hop on the streets of Queens in New York. He never thought he could turn his dream into a career until he discovered "Great Performances" on PBS. I also like to cite the example of the Northwestern Hawaiian islands, which President Bush declared a national monument in 2006 after seeing a Jean-Michel Cousteau film that depicted that region's struggle against pollution.

When PBS goes into a fundraising period, why do you present such unattractive material?

Martin Ben-Ari It's true that some of the programming we air during pledge drives is different from our core schedule because it's meant to serve a different purpose. Pledge programs exist to encourage people to act to make that call to their station and support local public television. We have done a lot of research on what people like and don't like about pledge programming as well as what works and what doesn't. That's why you'll see programs as varied as "Brain Health," doo-wop bands or Moody Blues concerts during pledge periods. Some folks complain about the "how to" nature of some pledge programs, but "lifelong learning" has been part of our mission from the beginning. Look at Julia Child and "This Old House." The thing to remember is that PBS is a nonprofit organization. We are the only television broadcaster in America to whom people send checks voluntarily  to support the kind of programming they like to see on the air. For some stations, pledge accounts for as much as 50 percent of their budget. It's a critical part of our fundraising effort.

Why is PBS so politically biased to the left? Kenneth Harrell

I respectfully disagree with the premise of your question. PBS isn't biased to the left or right. We strive for fairness in all of our public affairs programming. I don't think you'll find a better example than "The NewsHour with Jim Lehrer," which consistently presents all sides of an issue. Similarly, Bill Moyers and the team at "Frontline" have always asked tough questions, no matter who is in power. And this isn't just my opinion. In a national poll on public trust released just last week, 41 percent of respondents said they trusted PBS's news and public affairs programming more than any network. CNN came in second with 30 percent, and Fox News Channel finished third with 27 percent.

With news that Archer Daniels Midland pulled their support of "The NewsHour with Jim Lehrer" because that company thought that the American public was not viewing that particular program and PBS in general, are there plans to get more corporate sponsors? Don Waterbury (submitted via e-mail)

Yes. We are working hard to find a new underwriter for "The NewsHour." Chevron and Pacific Life remain corporate sponsors, and the program receives support from many foundations. It's also important to note that "The NewsHour" averages about 1.2 million viewers a night, significantly more than CNN's Lou Dobbs and Anderson Cooper or MSNBC's Keith Olbermann. The bottom line is that PBS is committed to "The NewsHour," and we look forward to continuing to air it for a long time to come.