1. PTPA May 2011 Meeting PBS Content Strategy Orlando, Florida May 16, 2011

2. Primetime Programming Strategy Increase the Primetime audience – Better serve the American public – Build a larger potential membership base – Create stronger selling proposition for audience-focused underwriters Better leverage marketing and promotion Reduce costs Audience defined as 40+ 40-49 50-64 65+ Measurements include Cume Frequency Time Spent Viewing (TSV)

3. Create a New Schedule Architecture Leverage Content Assets to Maximize TSV and Frequency Genre Affinity Audience Duplication

4. PBS Primetime Schedule Fall 2010 & Earlier Time ET/PT SunMonTueWedThuFriSat 8:00 NatureAntiques Roadshow NOVASpecialsThis Old House Hour Washington Week Repeats 8:30 Need to Know 9:00 Masterpiece American Experience /History Detectives FrontlineSpecials/ Great Perfs./ American Masters Antiques Roadshow (rpt.) 9:30 Masterpiece (rpt.) 10:00 SpecialsPOV/ Independ. Lens Specials 10:30

5. PBS Primetime Schedule Winter/Spring 2011 Time ET/PT SunMonTueWedThuFriSat 8:00 NatureAntiques Roadshow Pioneers TV / Black in Latin America NOVA science NOW Antiques Roadshow (rpt.) Washington Week Repeats 8:30 Need to Know 9:00 Masterpiece American Experience FrontlineNOVARepeats 9:30 Masterpiece (rpt.) 10:00 SpecialsIndepend. Lens ScienceThis Old House Hour 10:30

6. PBS Primetime Schedule Summer 2011 Time ET/PT SunMonTueWedThuFriSat 8:00 NatureAntiques Roadshow History Detectives Science & Nature Antiques Roadshow (rpt.) Washington Week Repeats 8:30 Need to Know 9:00 Masterpiece Antiques Roadshow FrontlineNOVARepeats 9:30 Arts & Repeats 10:00 SpecialsPOVScienceThis Old House Hour 10:30

7. PBS Primetime Schedule Fall 2011 Time ET/PT SunMonTueWedThuFriSat 8:00 Nature & Specials Antiques Roadshow History Detectives/ Sec. Dead NatureAntiques Roadshow (rpt.) Washington Week Repeats 8:30 Need to Know 9:00 Masterpiece Antiques Roadshow Frontline/ Documenta ry NOVAThis Old House Hour PBS Arts 9:30 10:00 SpecialsWomen, War & Peace/Fron tline ScienceIndepend. Lens 10:30

8. PBS Primetime Schedule Winter 2012 & Beyond Time ET/PT SunMonTueWedThuFriSat 8:00 SpecialsAntiques Roadshow History / Faces of America NatureAntiques Roadshow (rpt.) Washington Week Repeats 8:30 Need to Know 9:00 Masterpiece Antiques companion in dev. American Experience NOVAThis Old House Hour PBS Arts 9:30 10:00 Antiques Roadshow FrontlineSciencePOV/ Independ. Lens 10:30

9. Source: Nielsen NPower Time Period Report, Feb 2011 Pawn Stars/Pawn Stars American Pickers Antiques Roadshow AmEx/Masters/Ind Lens Various Audience erosion on PBS, but momentum on History Channel

10. NOVA and NOVAscienceNOW Flow Source: Nielsen NPower Program Report, Feb 9 2011

11. Improve Audience Flow Get viewers to the next hour of program content as quickly as possible Inform audience of when shows are on and why they should keep watching

12. Current vs. Draft Formats 5:00 Open 1:40 Funders (1:00 Nat’l) (:40 Local) 14:49 Program Content Lower Thirds: PBS IDs, Station IDs, “You’re watching” promotion, “Coming up next” promotion, webmarkers and product offers 1:32 Break Nat’l and/or Local Promo 13:58 Program Content Lower Thirds: PBS IDs, Station IDs, “You’re watching” promotion, “Coming up next” promotion, webmarkers and product offers 1:32 Break Nat’l and/or Local Promo 14:49 Program Content Lower Thirds: PBS IDs, Station IDs, “You’re watching” promotion, “Coming up next” promotion, webmarkers and product offers 1:40 Funders (1:00 Nat’l) (:40 Local) 4:30 Program Content Close Prod. Credits split screened or lower third over last element :30 Next Time tease Timings are approximate and may vary from program to program 2:00 Open 1:30 Nat’l Funders 50:10 Program Content :30 Next Time tease 1:30 Nat’l Funders 1:06 Prod Credits and PBS Cue web, offer 3:14 Local Funders, Promos, Branding