 |
Case Study: Corporation for Public Broadcasting
CPB, a private non-profit corporation authorized by Congress, develops high-quality public service telecommunications for the American people. The corporation is the largest single source of funds for national public radio and television programs and services. CPB uses the annual Congressional appropriation to develop non-broadcast services such as community computer networking. CPB also invests the federal contribution in more than 1,000 public radio and television stations throughout the U.S. and its teritorities.
Knowing that the existing system could not give them all the details necessary to make informed decisions, CPB decided to create a new system capable of addressing their needs. This new system is AreaPop II. The development of AreaPop II was awarded to TETRAD Computer Applications, the developer and distributor of PCensus and a strategic partner of MapInfo. |
Broadcast Contours Demographic Reports |
Using a powerful and flexible reporting capability,
the new system links demographic information with
television and radio coverage
contours. This provides CPB with accurate
documentation of demographic breakdowns including sex,
age, and language spoken at home of the potential
audiences in the various service areas. AreaPop II can
analyze single stations, multiple stations, or networks
of stations. It also provides station or network coverage
maps, duplication and geopolitical area reports.
CPB will use the AreaPop II system to document the total population served by the public broadcasting system nationwide. CPB will provide public broadcasters with information on the potential for signal expansion into unserved areas and help broadcasters market their services better by analyzing the demographics of potential audiences in their service areas. With the aid of technology, CPB is ensuring that public money is being spent in the best way possible. By being able to analyze demographics and compare them to existing broadcast coverage, CPB can accurately allocate spending to avoid duplication of effort. CPB is truly a forward thinking organization.
|
n an age of
down-sizing, right sizing, cost cutting, and
accountability, one organization is leading the way to
the 21st century. With the aid of practical and
user-friendly 
technology, the Corporation for Public Broadcasting (CPB)
has commissioned the most accurate market demographic
analysis tool imaginable. 
Given the state of
the economy, the need for careful spending is more
important than ever. Spending money wisely means making
sure you know where it’s going. CPB recognizes the
need to clearly identify and define existing and
potential market penetration by public broadcasters. This
need was not being met by their existing system, AreaPop.
The system is a Windows based
product utilizing three existing packages. A customized
version of PCensus for Windows is used to 
