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“Our community would be a much poorer society without you. Mankind’s most important hope for a successful future is education. Even if you are only able to uplift the most desperate, a little bit, WXXI is helping our community in an important way. Every time WXXI inspires one person to do bet ter, you have uplifted our whole community.” - Jim Blackburn


You can trust our public media services to stimulate and expand understanding, inspire the spirit and improve the quality of lives.

LOCAL VALUE WXXI is the Rochester region’s most trusted media partner and independent cinema and seeks to serve the community using a wide range of programming and engagement activities. WXXI’s values reflect our community values: independence and integrity; dedication to learning; attention to diversity of perspectives and appreciation for innovation. Because of our values, WXXI selects and creates the highest-quality programming available in public media and makes it available on the air, online, onscreen and on-the-go. WXXI leads the way in the use of technology in educational media, and ensures that educational resources are available to audiences and families in all areas of the community.


Key Services


Audience Year to Date

Television – five channels Television: 200,000 viewers weekly Radio – seven stations Cinema – five screens Radio: 180,000 listeners weekly Online & Social Educational Services Cinema: 156,100 attendees 45,000 café patrons

Focus Content Areas: Online: 1,815,801 unique visitors 


WXXI & Little (1,956,410 visitors)

Arts & Culture

Social Media: (WXXI & Little)


67,791 Fans 106,382 Twitter Followers


2014-2019 Strategy Map Mission


WXXI is the essential, lifelong educational public media resource that engages, inspires and strengthens our community.

Highly valued media services when you want them, the way you want them.

Values Commitment to our community Respect for our audiences & ourselves Dedication to the value of learning

Appreciation for innovation & creativity Commitment to diversity & balance of perspectives Superior stewardship & accountability

Value to our Audience You can trust our services to stimulate and expand understanding, inspire the spirit and improve the quality of lives. Select and create high quality content that reflects and strengthens the communities we serve.

Extend audience access to our services.

Enhance our commitment to diverse audiences.

Expand meaningful engagement with audiences.

Operational Excellence Employ appropriate current and next generation technology.

Improve effective project prioritization and resourcing.

Foster superior internal communication.

People & Culture Cultivate a creative and adaptive missiondriven staff.

Attract and engage diverse volunteers/staff.

Maintain strong, supportive and engaged Boards.

Fiscal Stability Grow traditional revenue sources.

Maintain operational effectiveness and superior stewardship.

Create new revenue opportunities.

WXXI Balanced Scorecard

Value Impact





Select and create high quality content that reflects and strengthens the communities we serve.

Extend audience access to our services Maintain our commitment to diverse audiences


2016 Actual

2017 Target

Major Content Initiatives






Regional & National Productions



Number of access points



TV Audience (Average weekly cume)


Expand Meaningful engagement with audiences: Participation.

Align with DMA diversity annually




Radio Audience (Cume weekly)



Theater Attendance



Certified Education Training Attendance



WXXI Facebook Fans



WXXI Twitter Followers



Little Theatre Facebook Fans



Little Theatre Twitter



Three nines reliability




Fiscal Stability

People & Culture

Operational Excellence

Expand Meaningful engagement with audiences: Social Media.

OE Effectiveness & Reliability 1 OE Enhanced internal communications 2 OE Maintain effective project 3 prioritization P1

Mission Driven Staff


Attract a diverse staff and volunteer corp

2 Surveys with actions

Survey Project tool

Budget process

Tool in place


Per Narrative goals

EEO and SABS Report

Per Report


Boards of Trustees


Per Narrative



Audit Results

Clean audit

Clean audit


Investment Performance

Per Benchmarks


6.65% Benchmark


50th Anniversary and special production funding





2017 Actual 10 on track 63 ahead of plan 10 ahead of plan 36 -1

ontrack 198,424 -1576 180,000 -2000 201,100 1100 2,704 1304 53,388 ahead of plan 95,598 ahead of plan 14,421 ahead of plan 10,790 -1210 1.000 on track 2 on track Tool in place on track per plan ontrack 2 2 4% on track

on track 12.70% 6.05% $1,766,107 $766,107

Select and create high quality content that reflects and strengthens the communities we serve.

Major Content Initiatives Each year WXXI undertakes concerted, multi-platform and multi-service efforts to address key issues in the community as well as help establish the station as a thought leader. This past year 10 initiatives across all content areas were conducted that involved television, radio, screenings, outreach, and partnerships. Move to Include Citizenship: Election coverage American Graduate Veterans Connections Xerox Rochester International Jazz Festival

Degrees of Diversity Arts & Culture inFocus Collaborative Journalism: Great Lakes Today Second Opinion Be My Neighbor Day

News & Public Affairs Citizenship Development Efforts Debate WXXI and our Voice of the Voter partners (the Democrat & Chronicle, WDKX Radio and 13WHAM-TV) hosted a Democratic Primary debate on September 7th, 2016, with Assemblyman Harry Bronson and challenger Rachel Barnhart. This debate was broadcast live on WXXI radio and TV, and also streamed online on all of the websites of the Voice of the Voter Partners.

Coverage of Presidential Election WXXI’s Albany correspondent Karen DeWitt attended both political conventions last year, with the Republicans in Cleveland and the Democrats in Philadelphia. She provided coverage of Rochester and other upstate delegates and issues and filed reports for WXXI and our other upstate public radio stations. Karen DeWitt also filed numerous stories throughout the year on state politics, including, how the reaction to Donald Trump’s policies might affect New York’s legislative races, the impact of a corruption scandal on state and local races, the governor’s push for a possible Democratic takeover of the State Senate, and attempts by the NYS Attorney General to reform the state’s restrictive voting laws. Work with upstate partner radio stations-Upstate Insight WXXI continues to work with its partner stations in our ‘Upstate Insight’ project, which involves collaborative efforts with other public radio stations in Upstate NY. For the 2016 elections, WXXI, WBFO in Buffalo, WRVO in Oswego/Syracuse and WSKG in Binghamton worked on a five-part series

called “Upstate Money Pressures, Voters Weigh In.” In that series, residents from across the upstate area talked about issues that have significant impact on their pocketbooks and their lives. The Upstate Insight stations also provided other reports throughout the election season, including interviews with candidates and reporting on issues with Congressional representatives whose districts overlap the Rochester metro, including Congressmen John Katko, Tom Reed and Chris Collins. Election Night – November 8, 2016 Election night utilized a combination of the entire WXXI Newsroom and NPR. We provided live, continuous coverage from 8pm until 12:30 a.m. NPR provided in-depth reporting on the presidential election, and any key Congressional races, along with analysis, and live coverage of the speeches by the presidential candidates. WXXI’s coverage was hosted by Evan Dawson, along with WXXI’s Helene Biandudi Hofer and News Director Randy Gorbman. Our panel included a member of the Latino Education Task Force, the Chair of Political Science at St. John Fisher College, and a member of the University of Rochester College Republicans. WXXI’s state capitol bureau correspondent Karen DeWitt was on air live during the evening as well, commenting on the results from state legislative and local congressional races. WXXI reporters were at the major political party headquarters in downtown Rochester, doing live reports and gathering interviews with the newsmakers; the news team back at the station also worked on securing other interviews and provided robust coverage on our website, with updated results on the web and on our social media platforms, as well as providing context on the presidential coverage through results and analysis. \

Connections with Evan Dawson provides 2 hours of daily talk about a broad range of topics of interest to the community. The program airs on AM 1370, WRUR-FM, WEOS (Geneva) from noon to 2 pm and is repeated from 9-11 on AM1370 and on demand at via stream and podcast. Connections covers an array of topics including arts, the economy, community affairs, politics, religion and health. Guests include news-makers, as well local and national experts and citizens who are involved and passionate about local issues. Evan regularly interviews WXXI and Rochester-area journalists for their perspective on the news; he corrals the conversation and helps make sense of complicated issues. The program allows the community’s voice to be heard by engaging listeners through phone calls, e-mail and Twitter. The podcast of the show often attracts thousands of on-demand listeners to some of the most interesting shows. In 2016-2017 highlighted topics included:    

Several political topics: including a panel of local friends from different political perspectives; and program on the impact of comedy in politics; Science topics such as the impact of the microbiome and an interview with physicist Adam Frank Economy topics such as the perceptions of upstate NY as a place to do business; Multiple programs on inclusion as part of the Move to Include initiative.

In May, 2017 Connections broadcast from the Little Theatre, with special guest Karen DeWitt, WXXI's Capitol Bureau Chief for New York State Public Radio. Connections continues to grow in its visibility and value to the community as a quality place for dialogue and engagement with community leaders about the complex issues of the day. 4

WXXI’s weekly television news program enjoyed growth in TV audiences in the Spring of 2017, partly due to the increased interest in news events, and partly because weekly episodes of this series tackle important issues for Rochester and regional audiences. Need to Know topics include education, the economy, racism, health and politics. Host and producer Helene Biandudi-Hofer reports from the field with personal stories, and then heads into the studio for interviews that enlighten and provide depth and context. This year, Need to Know incorporated youth voices, gauging the youth perspective, and digging into issues affecting young people in the region. The coverage included identifying and connecting with young people, in this case high school students , who are not only working hard in the classroom, but also want to make our community and our world a better place. The “Top of the Class” series introduced local audiences to these amazing young people. Helene was the only local television reporter to sit down with the new Rochester School Superintendent for an in-depth interview, exploring Barbara Deane-Williams plans for the city school district. Additional topics included:  Breaking stereotypes in sports  Juvenile justice reform issues  Interviews with Roc. mayoral candidates  Rochester’s eco-district  Urban entrepreneurs  Unity in local politics Need to Know offered recaps of local elections coverage and debates, and Helene was co-host of Election night coverage on WXXI Radio and Need to Know is also available as a video podcast and on the WXXI YouTube channel.

Great Lakes Today Great Lakes Today --WXXI’s collaborative journalism project that includes WBFO in Buffalo and ideastream in Cleveland, focuses on long-form reports and series about the use and quality of the lakes, the region’s economic significance and future challenges and opportunities. The reporting was a vital resource for our audiences who were seeking information about the high water levels along Lake Ontario and the flooding problems experienced by multiple communities throughout New York State and Canada. Reporter Veronica Volk reported several in-depth multimedia stories about flooding issues and well as covering funding and tourism challenges, and migratory birds. The stories are collected on the Great Lakes Today Website and heard on WXXI and the two partner stations. The following story also aired on NPR:


A story about a Michigan town that used to have a busy port on Lake Huron, but has now shifted its economic focus to tourism opportunities: There are more than 200 shipwrecks under the water along its shoreline. The area has become the nation’s first National Freshwater Marine Sanctuary. Link: .

Weather Reports In April, Meteorologist Josh provide accurate, up-to-theRochester area. He is also before and during severe experience tracking WXXI, along with his long-

Nichols joined the WXXI News Team to minute weather forecasts for the on hand to provide regular updates weather. Josh brings 17 years of Rochester's ever changing weather to time love of public radio!

Steve Curwood visits

WXXI and Greentopia On May 16 WXXI partnered with Greentopia to bring Living On Earth host Steve Curwood to Rochester. Steve addressed a group of Greentopia and WXXI donors at the Rochester Museum and Science Center in the morning, and was a guest on Connections with Evan Dawson in the afternoon. He told listeners, “Today we have the technology to get us completely off of fossil fuels and use renewable energy,” and “There are opportunities for Rochester to be a leader in renewable energy using the strength of water and imaging.”


Arts & Culture WXXI continues to play a leadership role in the arts and cultural life of the region. Through original and selected programming, as well as strategic partnerships with community arts organizations, audiences in the region depend on WXXI for arts programming.

Over the course of the last year, Arts InFocus, a weekly television series, has aired 51 episodes highlighting 33 local stories including institutions such as the Cobblestone Arts Center, Main Street Arts, the City of Rochester’s ROC Paint Division and the National Technical Institute for the Deaf. The show also highlighted many individual artists such as Cammy Enaharo, Nick Ruth, Amy Grigg, David Cowles, Chara Dow and Adrian Esposito. The show’s social media presence has grown from 1,690 Facebook likes on 7/1/16 to 3,718 on 7/1/17. PBS reposted 5 Arts InFocus videos: segments on Jefferson Svengsouk, Ventures PROS, Katie Jo Suddaby, Amy Grigg, and Todd Stahl. The PBS postings helped Arts InFocus segments views on Facebook grow to 981,486 views from July 2016-July 2017.

Dialogue in Metal: Albert Paley and Jesse James WXXI began production of this national documentary about an unprecedented and unique collaboration. Jesse James of West Coast Choppers fame and world renowned sculpture artist Albert Paley will collaborate to make two sculptures. Each artist will start one sculpture and finish the other. The completed sculptures will be unveiled at FABTECH 2017 in Chicago this fall. WXXI captures their journey, and the unveiling in an hour-long documentary, premiering in 2018. WXXI traveled to Austin,Texas this year to shoot the first of three meetings between the artists, then, after earning production funding from a number of welding, metal-working and fabrication organizations, began production in Winter, 2017. To drive interest in the project, WXXI has produced a series of Web segments which roll out in social media, and feature Jesse and Albert discussing their craft. 7

Wendell Castle WXXI also began production on a documentary about the life, work and teaching of Wendell Castle. With funding from a number of individuals and the Sands Family Foundation, Wendell Castle will premier in 2018. Castle will serve as host of his own unique story with an exclusive exploration of his philosophy and creative process. With a running commentary and hands-on examples, each step in his process from idea to execution will be expressed and illustrated. Every period of his design catalogue, from his stack laminated wooden pieces, famous in the 1960s, to his latest work in bronze, will be examined. A special concentration will be on the two major areas of his long career: Castle as teacher, and the main focus throughout his productive life - art furniture. In addition to Castle’s personal commentary, he will dialogue with students, staff, family, collectors, gallery and museum curators in the course of his daily routine.

Cultural Expressions WXXI and the City of Rochester produced three half-hour specials that highlighting the history and contributions of Rochester’s diverse cultures. The programs aired on WXXI and on City 12. From Spoken Word to Jazz featured an in-depth conversation with Dr. Paul Burgett, Vice President, Senior Advisor to the President and University Dean at the University of Rochester, and Grammy award nominee, musician, and music producer Jimmie Highsmith, Jr. about jazz and its roots. Family History and Storytelling interviewed Dr. David Anderson of Black Storytelling League and Akwaaba, Maggie Moore-Holley, retired Social Worker/Reenactor; Robert "Djed" Snead, Playwright and Actor; and Geraldine Copes-Daniels, great grandniece of famed abolitionist Harriet Tubman. Heritage, Pride and Famil, featured stories of well- known families from Rochester’s Latino community in conversations about cultural identity, heritage and family. Guests included siblings Nancy Padilla, community leader and former elected official, Nydia Padilla- Rodriguez, founder of Borinquen Dance Theatre and musician Tony Padilla; retired musician Victor Antonetti Sr. and his sister Maria AntonettiFigueroa, Secretary at Rochester City School District. A reception for Hispanic Heritage month honored more than 100 attendees, and the viewership for Cultural Expressions was strong, with each episode attracting from 6,000-13,000 viewers.

Daily Locally-hosted Music Programming WXXI’s music services on WXXI-FM, WXXY-FM, WRUR-FM and WITH-FM provide a daily stream of programming that is locally and regionally focused, and work in partnership with our area’s cultural organizations. Live, local hosts highlight local and national artists who are performing in Rochester, Ithaca and the Finger Lakes region. They keep a finger on the pulse of the local, national and worldwide arts and music scene, keeping listeners up to date with musicians who release new CDs, win awards, and break new ground with their music. In addition our local hosts are in the community regularly, representing WXXI at arts and cultural events. 8

One of the strengths of live hosted music on Classical 91.5 and Different Radio, is the ability to conduct regular on-air ticket giveaways to provide experiences to listeners who might not otherwise attend community events. This helps the stations connect listeners to the vibrant arts and cultural life of Rochester and the Finger Lakes.

In-Studio Live Perfomances Backstage Pass This monthly live performance program on Classical 91.5 gives listeners the backstage experience of meeting local and visiting artists “up close and personal.” Guests included in studio performances by the Finger Lakes Chamber Music Festival Players, Pegasus Early Music, the Eastman Trombone Choir, and Tenor Gregory Kunde. Live Performances on Open Tunings Several times each week, musicians stop by Studio 280 to perform during Open Tunings on WRUR-FM 88.5 and WITH-FM 90.1. Listeners are treated to previews of Rochester and Ithaca area performances by local and visiting artists. Some of the many bands to appear include local artists Joe Beard, Ben Morey and Greg Townsend as well as featured performers for the Little Theatre/WRUR Concert Series, Danielle Ponder, Joe Louis Walker and Connie Deming. Other national touring acts included The Mark O’Connor Band, Courtney Yasmineh, Wisewater, and Chris Trapper.

Regional & National Music Productions In addition to daily classical music and weekly local productions of Rochester Philharmonic Orchestra Concerts, With Heart and Voice, and Fascinatin’ Rhythm, Classical 91.5 produced a number of special programs featuring local music and musicians, including extensive holiday programming, as well as a number of arts-news features for Morning Edition and All Things Considered. Live from Hochstein featured performances by the Rochester Philharmonic Orchestra, The Neave Trio, Madrigalia, the Sibley Chamber Players, Antara Winds, and the Eastman Cello Ensemble Clothesline Arts Festival September 10, 2016 Different Radio and Classical 91.5 were in residence at the Festival, broadcasting live from the grounds of the Memorial Art Gallery. During the morning Scott Regan welcomed WRUR Community DJs for a special Open Tunings program. In the afternoon Julia Figueras and Marianne Carberry spoke with artists about their work and MAG staff about the coming season.


Holiday Programs Classical 91.5 produced a number of special holiday programs featuring the local music and musicians. 

High Holy Days October 2 & 11, 2016 Each year Classical 91.5 broadcasts the Rosh Hashanah and Yom Kippur evening services from temple B’rith Kodesh, as a service to shut-ins and the community in general. Clergy and choir lead the traditional reformed liturgy.

RPO Gala Holiday Pops December 5 & 25, 2016 Michael Butterman leads the Festival High School Chorale and the RPO in their annual holiday pops concert that features a mix of festive tunes and familiar carols, produced.

Christmas with Madrigalia December 15 & 20, 2016 Also broadcast nationally* The Rochester, NY chamber choir Madrigalia, and their Artistic Director Cary Ratcliff, return to public radio for another musical Christmas celebration.

A Rochester Festival of Lessons & Carols December 11 & 24 Also broadcast nationally* A Christmas Eve tradition, featuring readings and music for the holiday.

Christmas Morning with Peter DuBois December 25, 2016 Peter DuBois has music that’s perfect for exchanging gifts and enjoying the Christmas spirit, including Christmas Concertos by Archangelo Corelli, Francesco Manfredini and Pietro Locatelli, and favorite carols from the Canadian Brass, the Choir of King's College, Cambridge and the RPO Pops. *WXXI’s national holiday program offerings were broadcast on 85 stations in 20 states

Xerox Rochester International Jazz Festival WXXI played a major role in the 2017 Jazz Festival taking place in June in downtown Rochester. Broadcasts of the 2016 Oh Canada! series were distributed to millions of viewers across the country. WXXI News provided thorough coverage of XRIJF with live reports on WXXI-AM, interviews on 88.5, two talk shows and music breaks featuring XRIJF artists. Performances from past festivals were broadcast each evening on WXXI TV. The WXXI booth was prominently featured at the festival at the corner of Gibbs and Main and WXXI and WRUR hosts made introductions at numerous performances throughout the fest. Two daily features during the Rochester International Jazz Festival continued this year. Open Tunings host Scott Regan and the Democrat & Chronicle’s Jeff Spevak highlighted artists and performances from each day of the Festival on 88.5 and Julia Figueras spoke with Beth Adams during Morning Edition. The Little Theatre functioned as a Club Pass venue for the sixth year, hosting eighteen performances during the nine nights of the festival.


Performance Rochester For the second year in a row, in recognition of the significant classical music riches in Rochester, Classical 91.5 presented live performances from concert halls in and around Rochester and from the studios of WXXI Classical 91.5. Leading up to this multi-platform event called Performance Rochester, WXXI connected with dozens of local performance ensembles in Rochester, asking them to submit to us the best performances of their recent season. Highlighted performances were curated from a number of ensembles, including: Concentus, First Inversion, Eastman School of Music, Hochstein Alumni Orchestra, Madrigalia, Musica Spei, Pegasus Early Music, Publick Musick, First Muse, Rochester Early Music Festival, Society for Chamber Music in Rochester, VOICES, as well as Live from Hochstein, Backstage Pass and more. Music covered all time periods and a variety of instrumentation and voices. A group performance was highlighted each day beginning in April 3rd.

Complementing the on air initiative was a web component where all pieces were listed, with links to more detail about the repertoire, the ensemble, the artists, and podcasts of each piece. Facebook and Twitter were used to promote the initiative, with each performing group sent an email and link to their specific performance page which they were able to share through their social media networks. A series of five blogs posts on Where to Play and Sing in Rochester - highlighting local ensembles that members of the community can join to make music together were also published.

Music and Art at the Little Theatre Given the challenges facing cinema across the country, the Little Theatre has been developing new ways to increase attendance beyond traditional first-run films. The WRUR/ Little concert series has been a major success with four sold out shows last year. NYSCA awarded a $5,500/year grant for the next 3 years to continue and expand this series. This past four featured two capacity shows, including the NPR local Tiny Desk Concert winner Danielle Ponder and the Tomorrow People, café favorites Watkins & the Rapiers performing their evening of original Christmas songs, bluesman Joe Louis Walker, local rock favorites Maybird and a folk duo of Jim Kweskin and Geoff Muldaur. This Theatre #1 program builds on the hundreds of performances held in the café every year. The café is also developing its presence in the visual arts scene, hosting well curated shows of local artists and featuring artist discussions and opening celebrations. The Little joined the popular First Friday Event collaborative this year as well. 11

Saturday Night Rewind Saturday Night Rewind is a once a month series at the Little Theatre begun this year in collaboration with Fright Rags, a local apparel company. The series features throwback films shown on 35 mm film, proving audiences a chance to see the films as they were meant to be seen, using original prints for the movies. It is a nostalgic series in many ways and attracts the young fans of older media such as vinyl records who have only seen the films on TV, as well as people who enjoy seeing a film that they saw in theaters in the 70 and 80's. For the film community, it is has provided a rare opportunity to enjoy movies on 35mm film. It’s a chance for film lovers to see horror classics, iconic summer flicks, and cult favorites on their original format (35mm film). Each screening includes a preshow filled with glorious 80s clips, throwback movie ads, and more. The fun, throwback evenings of film have been very popular, averaging more than 200 attendees for Saturday night screenings.

One Take Film Series and Festival – May 18th-21st 2017 The inaugural documentary festival had a great first year with 4 days of films, special events, and a virtual reality room for patrons, who ranged from Little regulars to filmmakers to documentary lovers, with nearly 1,200 tickets sold, or an average attendance of approximately 70 people per show. Audiences were able to interact with many of the filmmakers and a shorts program featured all local documentarians was also presented. RIT’s Frameless Labs partnered with the festival to bring the Virtual Reality Garden to life, and sponsors included Trillium Health, The Good Food Collective, and the Bachelor Forum.

The Black Cinema Series - monthly The Black Cinema Series is a collaboration between the Little Theatre and Rochester Association of Black Journalists to celebrate documentary and narrative expressions in Black cinema. The series screens a curated film every month followed by discussion led by RABJ members, local experts, community leaders, and/or filmmakers. In a previous iteration, this Series coincided with Black History Month with 5-7 films squeezed into the month of February. The series suffered from low attendance and felt rushed - Black culture does not cease to exist in March and representation should not be confined to a single month. From this shift in programming strategy The Black Cinema Series arose, along with a commitment and a desire to celebrate Black history and culture throughout the entire year. The Black Cinema Series began in February 2017 with a sold out screening of I Am Not Your Negro. The series went on to show 7 films with an average of 95 attendees per show. 12

Education WXXI Education provides services cradle to career Education & Interactive Services: Year July, 2016-June 2017   

62 Ready To Learn Teacher & Parent trainings for 817 adult participants impacting 4,192 children. 59 RAEN Trainings for 697 participants 8 K-12 Training & Conference Events reaching 1,190 Participants

Total: 129 Trainings of 2704 Participants (RTL, K12 & RAEN) 62 Family Community Events Reaching: 45,379 American Graduate is an ongoing local-national campaign to engage the community in improving graduation rates by keeping more students on the path to graduation through a cradle to career approach to education. The initiative is also focused on 16-24 year and adults re-training to provide career pathways

Broadcast 42 “Spotlight on Education” programs on WXXI-TV &WXXI-World highlighting educational challenges and opportunities locally and nationally throughout the month of September-October, 2016, Offered on-demand access to programming via the WXXI American Graduate site. ( Event: Indie Lens Pop-up: The Bad Kids Screening Event (January 30th) as part of American Graduate. The post-screening discussion focused on the films alternative high school and how Center for Youth programs parallel what is shown in the film in terms of giving students opportunities.

Event: Chasing the Dream: The One that Got Away follows a path of a highly promising middle school student and what goes wrong for him by the end the high school to disrupt all his life plans. (April 4, 2017) The post-screening discussion focused on the supports that at-risk youth need to be successful. Panelist included representatives from The Center for Youth, Teen Empowerment, and Hillside Children’s

Monthly broadcasts and on-demand programming is highlighted in the WXXI Education website, monthly e-newsletters and in social media. News coverage and show episodes related to American Graduate focus is tagged to appear on the American Graduate website at: All resources are shared via social media to reach families, teens, schools, and out of school informal learning programs as well as the general public.

The ACCES/Finger Lakes Regional Adult Education Network is one of seven staff development organizations established by the New York State Education Department. The FL RAEN serves 9 counties and provides research-based professional development resources to improve the 13

skills of adult education practitioners and the quality of the adult education, family literacy and workforce development programs funded by NYSED. The FL RAEN provided 59 professional development trainings/meetings to 697 participants from July 2016-June 2017.

WXXI Education Program Screenings & Discussion WXXI is proud to host a neighborhood screenings in partnership with the Little that brings people together for community-driven conversations around films from the award-winning public media. These free screenings are followed by lively panel discussions to promote lifelong learning to encourage dialogue on social issues. Including: PBS Fall FilmFest Preview & Hamilton’s America Social Media Campaign Posts to: Lifetime Post Total Impressions 9 Organic Posts to WXXI FB 36,177 3 Promoted Posts to WXXI FB 137,205 11 Organic Posts to WXXI Education 7,466 FB & WXXI Kids FB 15 Tweets WXXI Education & WXXI 59,119 Total: 239,967 “I am absolutely amazed. I just watched a rap, hip hop, operatic, I don’t know, it was such a jumble of musical genres of Hamilton and it was absolutely captivating. I am 80 years old. I absolutely hate rap and hip hop but this was fascinating. This man is a genius! Who did this portrayal – who did all this music. He said it took him six years – I believe it! I’m just absolutely utterly stunned. I really am. I have been in musical things of one kind or another, both and a musician and a singer, this is just stunning!”-Caller after the broadcast   

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Meet the Patels: Romantic comedy exploring the influences of culture and identity Mercy Street Season 2 Preview Screening: (January 17th) Featuring local expertise on area hospitals and their practices during the Civil War era. The Bad Kids (American Graduate) documentary on how empathy and life skills help underserved students take command of their futures. This coming-of-age story watches education combat the crippling effects of poverty in the lives of these so-called "bad kids." The discussion following will be moderated by Sasha-Ann Simons from WXXI News. The panel will feature several programs that work with youth and an alternative school program run for young men in the City. Maya Angelou screening in partnership with Writers and Books. W&B will host a high school writing contest related to Maya Angelou’s work. Winning entrants will be honored at the screening by Writers & Books. The program was featured as part of Black History Month. Africa’s Great Civilizations: Train the Trainer Preview Screening in how to use the series in school and in the community with culturally relevant content showcased in the series. In the series, Henry Louis Gates chronicles a sweeping 200,000-year journey of discovery, showing the complexity, grandeur and diversity of many millennia of undiscussed and unknown details about Africa’s compelling and dramatic history. 28 trainers received the overview training and a copy of the series to use with audiences at their organizations. Chasing the Dream: the One That Got Away:(American Graduate) Friendly and well-liked by his teachers and classmates, he was elected president of the student council by eighth grade. But what happened to Moses -- once considered bound for a top college by his teachers -- in the ensuing years that caused him to spend more time in the streets than in school and led to him now serving 15 years for murder in the New Jersey state prison system? National Bird gives rare insight from veterans and survivors of the U.S. drone program 14

Real Boy is a coming of age story of a transgender youth seeking mentorship from his musical hero. Real Boy Screening/Talkback June 5th at 6:30pm at the Little Theatre: Real Boy is the coming of age story of Bennett Wallace Gwizdalski, a charismatic 19-year-old with dreams of musical stardom. The film follows Bennett through the first two years of his gender transition from female to male as he grapples with newfound sobriety, struggles to repair a strained relationship with his mother, and seeks support and mentorship from his musical hero, the well-known transgender folk singer, Joe Stevens. A grant and partnership with ImageOut and the Gay Alliance allowed us to bring the Bennett and Joe in for the screening/talkback event.

WXXI Ready to Learn: WXXI provided 62 Ready to Learn Curious Kids workshop sessions for Pre-K & Kindergarten Parents, Teachers, Staff, Speech Therapist, and Special Education Teachers from City School District, ABC Head Start and Community Based Agencies. Regular professional development offerings allow educators and parents to increase their skills in supporting and promoting student learning in and out of school using WXXI Ready to Learn on-air & online resources, books, apps and hands-on activities. Training has expanded to include parents and teachers in the new 3 year old universal pre-K at City District sites. Summer & Out of School Learning: WXXI continued our efforts this year to support summer learning and out of school learning events working with collaborative partners. These efforts included: A collaborative partnership with Monroe County Library System to host 6 weeks of “Exploration Stations” at Central Library where WXXI designed and managed hands-on science “exploration stations” to keep the summer learning going and prevent “summer slide”. These events were attended by 697 people. Summer 2016 was themed as fairy tales with a twist! Kids helped fairytale characters solve problems through hands-on STEAM (Science, Technology, Engineering, Art, Math) activities. The outreach continues in Summer, 2017 WXXI’s Bob the Builder outreach explored providing toolkits with model activities and program media to area libraries to host their own screening/buildingengineering events. This is a potential way to reach more families and increase our family engagement. 8 events were held attended by 232 participants around the viewing area during December, 2016 school break. This model was also used with Splash & Bubbles toolkits and model activities for 6 events at city branch libraries reaching 155 participants. This is a great way to host events in multiple locations through trusted partners. Other events included Recycled Inventions for Take Your Child to the Library Day, and PBS Kids Scratch Jr. app coding event to help kids explore the idea of coding and game development, both at Central Library. WXXI is also modeling event planning and templates to use at PTA science, math and literacy nights. Staff attend and participate in some of the activities, but also work with organizations to learn how to use WXXI resources to augment the informal learning at their events and out of school. WXXI continues to partner with Strong National Museum of Play to offer events: In November 2016, an evening camping themed screening as WXXI was held with Buddy from Dinosaur Train. The event attracted 85 participants to coincide with Strong’s Dinosaur exhibit weekend. WXXI will explore another evening offering with “Pups and Pizza” in March, 2017 to correspond with the museum’s Super Hero Weekend, featuring Super Why and his dictionary dog, Woofster. 15

Health Side Effects, a collaborative reporting initiative with WFYI in Indianapolis, aimed to shine a light on how place, policy and economics affect Americans’ health and report efforts to solve health problems. WXXI health reporter Karen Shakerdge filed several in-depth features from July through December, which all aired on NPR as well. In January, 2017, WXXI transitioned the Side Effects project, to a more Rochester-focused health reporting beat. Besides filing an award-winning story on breast milk banks, Karen covered several stories about how the new administration could impact local health care. One example was a story about Jordan Health Center: Karen also served as the lead reporter for WXXI’s Inclusion Desk, covering stories about issues related to disabilities. The Inclusion Desk is the only reporting beat of its kind in New York State. Stories about health issues, social justice issues, medical system issues and wellness issues for the disabled are reported by Karen and others and collected here:

WXXI keeps pets healthy, too. Unleashed: The Pet Show is hosted by WXXI News' Evan Dawson, Unleashed put radio and online listeners in touch with veterinarians and behavioral experts who answer questions about pet health and wellbeing. Unleashed also touches on the human-animal connection, therapy and work animals, animal intelligence, and more. Beth Adams, WXXI's local host of NPR's Morning Edition, serves as contributing reporter for Unleashed. She produces special segments for the show and joins Evan in studio. Long-form stories included Lollypop Farm’s read-to-the-dogs program, a pug rescue group, a celebrity talking parakeet and a feature on dogs who calm witnesses in court. The program has a strong social media following on Facebook and Twitter.

Reachout Radio In September Reachout Radio launched Pets+Us, a weekly half-hour of readings about the companions in our lives – our pets. Compiled and read by Volunteer Mary DeFranco, the program includes articles about the relationship between pets and their humans; useful tools and new products for pets; information specifically geared toward humans who are blind; and stories from listeners about their own pets.


Be My Neighbor Day Neighborhood Partners   

Be My Neighbor Day: 3500+ community members joined WXXI, along with the Monroe County Library System and Rochester City School District for WXXI’s Be My Neighbor Day at the Central Library on June 3, 2017. The event was full of hands-on learning activities, opportunities to do kind acts for others, meet and greets with local community helpers, and a special visit from Daniel Tiger of Daniel Tiger's Neighborhood.

               

Foodlink’s Curbside Market Monroe County Sheriffs Rochester Police Department & Mounted Patrol YMCA of Greater Rochester Seneca Park Zoo’s Zoomobile City of Rochester’s Rec on the Move Eastman Institute for Oral Health Monroe County Environmental Services Lions Club Rochester Fire Department Wall/Therapy Flower City Arts Center Child Care Council American Heart Association Monroe County Youth Bureau Lollypop Farm Al Sigl Community of Agencies RTS Nazareth College

Norm and Daniel accept the proclamation from City Council Chair Carolee Conklin and County Executive Cheryl Donolfo.

WXXI & Daniel Tiger made a special trip to visit our little neighbors at the Golisano Children’s Hospital at the University of Rochester Medical Center on Sunday June 4th. He joined in with the regular Sunday routine of playing BINGO with kids and families. He gave away some Be My Neighbor day materials and lots of hugs!



STORIES OF IMPACT Classical 91.5 & The Little Theatre This year WXXI Classical 91.5 joined the Classical Music Rising project, a collaborative project of the country’s leading classical stations to shape the future of classical music radio. As terrestrial broadcasting confronts evolution in delivery across multiple platforms, demographic and cultural change, and disruption in the music industry, the initiative focuses on strategy, innovative, outreach and collaboration to strengthen broadcast radio, digital media and live classical performances. Working with the Little Theatre supported WXXI’s outreach efforts. Classical 91.5 Presents connects with audiences by spotlighting classical music connections in film. Films are chosen by our classical music hosts and are followed by a panel discussion led by one of the hosts. Each presentation offers the opportunity for a greater understanding of classical music and its power in our lives and our society. A sold-out presentation of On The Waterfront included an introduction and discussion with Jack Garner, hosted by Classical 91.5. The film Florence Foster Jenkins was enhanced by the plying of original Florence Foster Jenkins recordings and a discussion. The series also included The Triplets of Belleville, The Pianist, Music of the Heart, and Violins of Hope: Strings of the Holocaust.

Another collaborative initiative at the Little Theatre brings regular classical guitar music to the Little Café. Classical Guitar Night began in October in partnership with the Rochester Guitar Club. On the first Sunday of each month Eastman School of Music Guitar students perform a diverse range of classical guitar music in a casual and cozy environment. Café patrons can enjoy beautiful music at no with dinner or drinks, played by some of the finest musicians in New York State.

Audience Reaction “This was such a great movie to see and the discussion afterwards was so interesting! I was sorry when it ended! Thanks Mona and Jack and WXXI and The Little! A GREAT afternoon at the movies!” Kitty Corcoran, Rochester


Degrees of Diversity Degrees of Diversity is the culmination of a year-long investigation of teacher diversity in Monroe County. Spearheaded by Evan Dawson and producer Megan Mack, the project discovered that, while more than 80 percent of public school teachers in the U.S. are white, the disparity is much more severe in the Rochester and Finger Lakes regions. Degrees of Diversity takes an indepth look at diversity among local teaching staffs. Degrees of Diversity was a five part series, a series of Connections talk programs, including one live Connections at the Little Theatre, a television news segment, reporting from Capitol correspondent Karen DeWitt and reaction from state and local officials. A welldeveloped Website and social media assets insured that all segments of the community could hear and discuss live and on-demand. WXXI took Connections with Evan Dawson on the road for the first time, with a live broadcast from The Little Theatre to cap the week-long reporting series and community dialogue on teacher diversity in Rochester. Approximately 100 people attended the 2 hour discussion and participated in the Q&A. The series drove social media connection with WXXI.

Series Promotion

Degrees of Diversity warranted special promotion which included a logo for the series, on air spots, a slide at the Little, heavy promotion on and on social, plus an Rochester Business Journal email blast buy to selected professionals which include administrators, teachers, and community leaders (attached) with a 44% open rate (4,400 sent/1,700 opened it) and Facebook ads.

Webpages: Degrees of Diversity Analytics December 5 - December 18 (2 weeks of series) December 5Previous 18 period Change Sessions 29,591 21,095 40% Users 21,219 15,072 41% Pageviews 60,258 45,103 34%

The website featured a clickable map for users to search their school district numbers.



STORIES OF IMPACT 50th Anniversary 50th Anniversary Celebration Breakfast & Special Programming WXXI welcomed more than 100 original members of the station to a breakfast reception at the rooftop ballroom of the Strathallan hotel on … 9/6/16-WXXI’s official 50th Anniversary of Television services in Rochester.

Promotion for the 50th anniversary included a feature in the Democrat & Chronicle, coverage of the Founders Breakfast by 13WHAM-TV, a special anniversary piece inserted into the September Program Listings (which was sent to all members, not just those who subscribe to the listings), an anniversary video, print ads (Democrat & Chronicle, Geva playbill, City Newspaper), social, as well as spots on our own air, and a slide at the Little.

The celebration continued on T.V., with a specially curated prime-time line-up featuring Julia Child’s French Chef which was the same episode that aired when the WXXI signal first went on air September 6, 1966.

We also had 60’s themed musical programming on WXXI, WRUR, and WITH Radio, special 60’s movie screenings at The Little Theatre and live Beatles music in The Little Café. Throughout the year, dozens of community engagement events carried the 50th Anniversary 20 theme.

More than 3,500 people attended the 2016 Open House. Community partners like the YMCA, Wild Wings, the American Heart Association and many more helped to make the event a success, helping to educate and delight thousands of children and families and connect them with WXXI’s variety of programs and services. This year’s fundraising campaign around the 50th Anniversary exceeded its annual goal of $1,000,000 in support of programming, production and endowment thanks to several key donors. The Anniversary inspired support to keep the station strong.


STORIES OF IMPACT The Little Theatre Marquee Relighting Party

A celebration on June 12th closed off the block of East Avenue in front of the Little and included live swing music at a stage under the Little Theatre’s newly renovated marquee. It was a fantastic night where more than 1,200 friends and neighbors joined us for dinner from food trucks, beer and wine from Rohrbach’s, and cheered as the new marquee was switched on. The wonderful celebration was highlighted by a special recognition from the City of Rochester who declared June 12th from now on as “Little Theatre Day” in Rochester.

A special celebration honoring the donors who made the restoration of the marque possible was hosted by Cindi and John Lidestri at their home overlooking the party.


Move to Include Move to Include is a two year multi-platform initiative to help the Rochester area become more inclusive. The Golisano Foundation funds the project and serves as a partner in creating media that helps the community better understand disabilities, and that gives people with disabilities the microphone and camera lens as often as possible. Screenings, television programs, news coverage and social media all offer outlets for this important project. Move to Include is part of a collaborative news project with Cleveland and Oregon Public media. It will be evaluated for multi-platform impact. Part of Move to Include is the first-ever Inclusion Desk news beat. Inclusion Desk covers important disabilities issue from the perspective of the people who are impacted. News Stories Connections Need to Know

2016-2017 65 15 12

The Inclusion Desk began work on a podcast about young people with disabilities who are transitioning from high school to the real world. The work will help our young partners tell their stories, and to help audiences learn about some of the challenges and issues faced by people who have disabilities. The Podcast premiers in November, 2017 WXXI’s Arts in Focus devotes segments to artists with disabilities. Social media posts and on-demand viewing of these segments helped increase the reach of the project. Move to Include Segments  981,386 people reached  289,201 views  24,261 comments & shares  TV Ratings: 7,000-9,000 weekly

WXXI placed 100 segments on arts, education and careers in a Move to Include section of PBS Learning Media: An on-demand clip service for classrooms and families. 22

Sesame Street’s Julia

For years, WXXI and other public media have advocated for a Sesame Street character with disabilities. This Spring, Sesame Street introduced Julia – a girl with autism -- to loving audiences around the world.

WXXI acquired and aired 32 documentaries and prime time specials to highlight abilities and hosted four events reaching more than 600 people. Hélène Biandudi Hofer, host of WXXI’s Need to Know, was honored at the Center for Disability Hofer received the Adele Carlson Advocacy Award in recognition of her extensive coverage on disability issues.

Second Opinion Second Opinion wrapped its 14th production season with increased field, production, technology and set changes, a studio audience and a fall line-up of important topics such as eating disorders, atrial fibrillation, diabetes type 1, head and neck cancer, immunotherapy and Crohn’s disease.

Second Opinion continues to enjoy strong ratings in the Rochester market, and more than 85% carriage on public television stations around the country. Second Opinion has been picked up by the PBS WORLD –the PBS news and public affairs channel, and is seen on WORLD on Thursday afternoons.

PBS has picked up 39 episodes of Second Opinion for its ROKU channel, which is available on-demand through WXXI Passport.


Inside the Epidemic Second Opinion produced its fourth episode dealing with addiction. In this season, Patrick and Mary Mullin of Irondequoit shared the story of their son Patrick, who became addicted to opioids and heroin and died of an overdose. The Mullin’s very personal story caught the attention of American Public Television, who picked up the one-hour production shoot as a special, to be combined with an outreach initiative in Fall, 2017.

Music in Our Schools Month Music In Our Schools Month is an annual event during the month March that promotes the powerful role a high quality school music program plays in the lives of young people. MIOSM began as a single statewide Advocacy Day in New York in 1973. Governor Nelson Rockefeller stated that, “Music. . . brings spirit and joy into the life of every individual. It dignifies the realm of feeling by merging intellect and emotion in the search of a humane way of life.” This year WXXI Classical 91.5 joined the initiative with a variety of on-air, online and community activities, as part of WXXI’s commitment to education and the arts in our community.

The film series Classical 91.5 Presents offered a screening of the film Music of the Heart, which tells the real-life story of violinist Roberta Guaspari, who co-founded a school music program in the Harlem neighborhood of New York City. The film was preceded by a short concert by elementary students from Rochester's Strings for Success program.

Throughout the month, listeners heard vignettes and features from music teachers, students, conductors and musicians, sharing their stories of how music education changed their lives and helped them change the lives of others. Listeners also learned about the wide variety of school musicals and concerts in the Greater Rochester Area. And our hosts shared classical music recordings from some of the world’s finest youth orchestras.

Classical 91.5 partnered with the Rochester Education Foundation (REF) for a special drive to encourage donations of instruments for the Rochester City School District. REF received 30 musical instruments during the month of March – about an instrument a day, which are now being used by City students who otherwise might not have musical performance opportunities.


“Many Rochester school students will benefit from WXXI’s wonderful support of our Spring for Music Opportunities program during Music in Our Schools Month!” ~ Pat Braus, REF

PBS Nerds One of the goals of our 50th Anniversary year was to reach out to new audiences. We joined with PBS to connect the WXXI/PBS brands with the pop culture concept that “Nerd is Cool”. The target audience is comprised of individuals who self-identify as “nerds” or have a passion they consider to be “nerdy”. Our primary method of communication was through social media. To kick off the program, a PBS Nerd Trivia Night was held at Swillburger. More than 70 young adults flooded the bar to engage in PBS related trivia. WXXI teamed with Rochester Contemporary Art Center (RoCo) on March 2, 2017 for “Ross Fest” – a celebration of Bob Ross’s "Art for All" style and egalitarian approach to art-making. The collaborative event took place during RoCo’s 6x6 exhibition, an international small art phenomenon. People of all ages and backgrounds gathered (many in wigs and denim!) to paint their own “happy little trees,” working alongside some of Rochester’s top artists. We used place – the physical location and aesthetic of the opportunity – to attract members and public media newbies. PBS Nerd Bob Ross trivia challenges studded the night. Ross Fest also served as the kick-off for RoCo’s 6x6 Party Month, where groups are encouraged to host their own 6x6 art-making parties. The event had teens and 80-somethings, pros and total amateurs. More than 150 attendees embraced nostalgia, and something old was made new again. Social media (#rossfestroc), television, and print pieces promoted the event, in coordination with RoCo. The completion of our television “teaser” spot was timed and aired during WXXI-Create’s November Bob Ross marathon. Other PBS Nerd Events To capitalize on the popularity of The Great British Bake Off program, we hosted a “bake off” and cake tasting in the WXXI studios. More than 70 people of all ages (7 – 77) gathered to taste cakes from individual bakers and local pastry shops. PBS Nerd merchandise and WXXI memberships were sold. Other “Nerd events” were a screening of the finale of Victoria and a Hamilton Karaoke Challenge. The Kararoke challenge had more than 3,900 views on 25 social media.

“I think about getting coffee with the wig on and a Bob Ross Voice said to me, ‘It is OK if they think you are weird. You are an artist; artists are expected to be a little weird.’” Thomas C Chaffer The Large Artist

Extend access to our services The variety of WXXI services are currently available via 36 access points, including broadcast, cable, streams, OTT devices, apps and other platforms, helping to assure audiences have access to our services when and where they want them. We had hoped to launch a new translator for WXXI AM 1370 in the past year, but complications purchasing the license have delayed that launch until Fall 2017.

Maintain our commitment to diverse audiences We continue to work to diversify our audiences and provide appropriate programming to those audiences. The most recent Scarborough Research indicates that we are not attracting a proportionate Black audience. While this varies by research period, and is not dissimilar from national audience figures, it is still worthy of attention. Collaborations with the Gateways Music Festival and Rochester Area Black Journalists, as well as an ongoing commitment to educational outreach in the city, are some of the activities being used to help address this issue.

Rochester DMA Black 11%

Asian 2%

WXXI All Media

Other 2%

Hispanic 4%

Hispanic 4%

White 81%

Black 5%

Asian 3%

Other 2%

White 86%

In addition to ethnic diversity, we also realize that our services skew older than the general population. This varies very much by service, with young children viewing WXXI TV, but not listening to radio services. This year, concerted efforts, including the PBS Nerd events were designed to reach a younger audience – not children, but people under 40. We will continue to track our results over the coming year. While we cannot expect a large membership return from this group, we want to keep their attention as their life style changes.


Television Audience One of the biggest stories in WXXI’s efforts to meet audiences when and where they need us, is WXXI Passport. Passport is a new member benefit from participating PBS stations that gives eligible donors and supporters extended access to an on-demand library of quality public television programming online. The PBS Passport library currently offers members more than 1,000 episodes to watch, with new PBS programs being added weekly. The library features episodes from popular programs like American Experience, American Masters, Antiques Roadshow, Nature, NOVA, and Masterpiece and a robust collection of WXXI-produced programs and documentaries. WXXI remains committed to meeting all our audiences, and that includes traditional viewers. For traditional TV viewing, WXXI has begun to make use of ratings measurements for all our channels including WXXI Create (how-to channel) and WXXI World( news and public affairs channel. In traditional platforms, WXXI added WXXI KIDS to the channel line-up, and will be able to measure audience on that channel in 2018. The addition of WWXI Kids (21.4) allowed us to re-instate how-to and cooking programs on WXXI Create. Response to both programming move has been extremely positive. How-to viewers love their evening programs, and WXXI has received incredibly positive response to the addition of the Kids’ channel. WXXI HD programming remains strong. A slight drop in whole week cume in 2017 may be attributed to the addition of WXXI Kids, the absence of Downton Abbey, which resulted in lower viewership in the winter ratings periods, and the increase in on-demand viewership. Families may have migrated to WXXI Kids instead of watching WXXI HD during the day. We will have more information on this in the next six months, and can consider daytime programming audience needs at that time.

“The stories that you have on 21 right now are wonderful. Especially Midsomer Murder, Father Brown, and Masterpiece Classic. I love them! I will, again, give then next donation. WXXI audience response line viewer

Recently audience data has been reported for WXXI’s Create and World Channels. While still relatively small compared to the main channel, over 45,000 people tune into World or Create each week. We are expecting ratings for the 24/7 Kids Channel in the coming year, but early returns from PBS appear promising. In addition, while still difficult to measure in terms of traditional viewership, Fiscal Year 2017 saw more than 122,000 unique viewing events for WXXI programming on video streaming services such as COVE and Passport.


DMA Cume Persons 250,000 200,000 150,000



WXXI HD 50,000 0 July 15 Nov 15 Feb 16 May 16 July 16 Nov 16 Feb 17 May 17

Channel News – A Launch and Rebranding On February 1st WXXI launched a new channel – WXXI-Kids (DT 21.4 / Charter (TWC) 1277). The channel features PBS KIDS programming 24 hours a day, seven days a week. This new channel gives our youngest viewers the ability to watch their favorite shows via the broadcast and via the simulcast stream on any connected device via the PBS App or our website. With this launch, February 1st also marked the first day in many years that the Prime Time line-up for WXXI-Create was composed of lifestyle programming as opposed to locally inserted children’s programming.

Locally Produced Programming – May Highlights Our locally produced programs performed well in the May Sweeps period. Safe Haven featured the 1987 film and a conversation with its producer, attracted 8,000 viewers on a Thursday night at 8pm. Now in its third season, Arts InFocus had its best performance yet with 7,000 people tuning in for the Friday broadcasts. Arts InFocus was among the Top 25 best performing programs for the Sweep. Second Opinion and Need to Know each experienced gains on Thursday nights with 6,000 viewers each.


Radio Audience WXXI experienced fairly stable listening across all stations, down slightly from last year. Notably WXXIAM experienced strong listenership over the past year, probably driven by election coverage.

Average Weekly Cume Listeners 200,000 180,000 160,000 140,000 120,000 100,000 80,000 60,000 40,000 20,000 0





Looking at the Market Share for WXXI stations in Rochester shows a total fifth place in overall listening. The numbers represent unduplicated listeners (if a listener switches between AM and FM, they only count once) and does not include listening outside the Rochester DMA or streaming listeners. FALL 2016/SPRING 2017 Summary: Mon-Sun 6am-12m Persons 12+ 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19t 19t 21t 21t 23


Share 9.4 8.5 7.2 6.4 6.2 5.3 4.4 4.3 3.9 3.4 3.3 2.6 2.5 2.2 1.7 1.6 1.2 0.7 0.6 0.6 0.5 0.5 0.3


Cume 179,400 116,500 122,600 123,500 118,600 128,100 98,500 170,100 84,300 123,800 90,800 50,500 98,800 52,900 59,400 45,200 38,500 14,600 20,100 15,600 21,000 18,200 3,600

Online and Social Media Usage (July, 2016-June, 2017) In the past year there have been over 3 million visits to the WXXI websites by over 1.8 million unique visitors, up from 2.3 million last year. Nearly 275,000 visits were made by over 140,600 unique visitors to the Little Theatre’s website. Mobile traffic to our sites continues to increase with 46% traffic from desktop, 9% from tablets and 45% from mobile phones.

Online: WXXI & The Little Sites WXXI Sites

The Little Theatre

3,114,649 visits/sessions 5,718,170 page views 1,815,801 unique visitors

272,251visits/sessions 746,789 page views 140,609 unique visitors

Facebook Page Fans: 53,388

Facebook Page Fans: 14,431

Twitter Followers: 95,980

Twitter Followers: 10,784

Social Media WXXI and the Little Theatre have robust social media presence, particular on Facebook and Twitter, though Pinterest, Instagram and You Tube are also used for specific aspects of our programming. Looking at the breakdown of account followers, Twitter is used much more by news audiences, while Facebook is more popular and active in education arenas. It is also worth noting that Facebook fans skew female by nearly two to one, while Twitter followers are somewhat more likely to be male. Included Accounts Classical & Hosts & Shows Different Radio Stations & Shows WXXI News Stations, Reporters, Hosts & Initiatives: Innovation Trail, Great Lakes Reporting, Reachout Radio WXXI Kids. Education & Homework Hotline WXXI Station Accounts The Little & Little Popcorn Second Opinion, Move to Include, Art in Focus Total:


Facebook 2017 Twitter 2017 7,597 4,283 5,398 1,115 5,298 14,838 12,812 14,431 7,415 67,789

74,809 4,438 8,755 10,784 2,198 106,382

Facebook Demographics:

Twitter Demographics:

WXXI Apps and Mobile Use continue to grow iOS app: 6,005 downloads Android app: 3,004 downloads Launched Mobile and Responsive Email Newsletters via a new platform from NPR Digital Services New WXXI Offerings in the PBS Video Player: WXXI launched local video channel offerings in the PBS Video Player last year. Channels include: Arts in Focus, Second Opinion, WXXI Education, and WXXI Presents for local documentaries. Videos in the player are available online, mobile, Apple TV and other approved OTT devices. This project involved TV production, TV programming, IT, Engineering and Education & Interactive Services. We continue to add content to the player. A membership based service known as Passport is available to watch additional titles as a benefit of membership once they expire in the open public video player. 31

New WXXI Kids 24/7 Live Stream: WXXI Kids24/7 on 21.4 (cable 1277) is a free service to include a new TV channel and live stream on digital platforms. The effort is WXXI’s latest initiative to support early learning in the community. WXXI broadcasts PBS KIDS shows 24 hours a day on an additional television channel and offers a live stream, making it easy for children to watch their favorite series during primetime and other after-school hours when viewing among families increases. Viewers are also able to watch the WXXI-branded live stream through, and on the PBS KIDS Video App, which is available for free on a variety of mobile devices, tablets and over-thetop platforms such as Roku, Apple TV, Amazon Fire TV, Android TV, Xbox One and Chromecast. The live stream complements on-demand clips and full episodes, which will continue to be available for free on the PBS KIDS Video App and streaming via and WXXI Education provides a weekly outreach around WXXI Kids 24/7 special family programming on Friday, Saturday, Sunday called “Family Movie Night.” In addition to the movie, WXXI offers wrap around activities via the web, social media and e-newsletter to plan for and augment the content of the PBS KIDS movie. This allows families to anticipate the “event” and extend the learning. Activities include hands-on activities, online games, connected PBS LearningMedia content, and fun recipes to connect to the learning theme.

Theater Ticket Sales Overall ticket sales are stable, however it should be noted that the Little continues to rely on creative programming, special events and series in order to maintain its attendance numbers. Traditional film ticket sales are down across the country and that is also the case for the Little Theatre.

Cinema Ticket Sales 600,000 500,000 400,000 Spring



200,000 100,000 0 2014-15



In addition to ticket sales for movies, the theater continues to serve as a venue for all the major film festivals in town, as venue for the Xerox Rochester International Jazz Festival, and other special events, serving thousands of additional patrons and contributing to the cultural landscape in Rochester.


Service Availability WXXI is proud to continue our commitment to the community in providing a high availability of our services. We subscribe to maintaining three-nines (99.9%) availability of our services, which we did in all but one area, streaming. The firm that supplied our encoders, which encode the audio which is then sent to a large scale, network service had provided a system that was second quality as best. As the system of encoders aged, the reliability continued to slip below 99.99% to 99.76%. As this was occurring we purchased and installed a fully compliant, hardened encoding system. Since that installation we have had no encoding failures and the service now is in the 99.999 percentile for service availability. Aside from power failures, during the spring wind storm, in Houghton, Ithaca and Geneva at the isolated transmitter sites and planned preventive maintenance, our broadcast operations are exceeding the standards we have set at 99.991.

WXXI Client Services / Uplink Operations During the past 12 months, WXXI’s digital Ku Band uplink has provide live content to virtually every television network. The election helped boost the uplink serve, resulting in $158,990 in income compared to $88,200 in the previous year. Live studio segments as well as recorded feeds place Rochester on the national stage. Whether it be ABC, NBS, CBS, Blumberg, BBC, CBC, CNBC or any other of the news and entertainment channels, WXXI Client Service has interfaced with top level networks on a daily basis.

Spectrum Auction / Repack WXXI’s participated in the spectrum auction and was subsequently repacked to a new channel, channel 22. The budgetary planning, engineering summary and a new facility construction permit request were filed timely to the FCC. The FCC then has approved the budget for the conversion of the channel 16 facility to channel 22. This process will be ongoing through August 2019. This conversion will be forward funded to at least 90% by the FCC and the proceeds of the spectrum auction.

WXXI-AM Translator WXXI has purchased the license of a low power, FM translator for use in simulcasting the WXXI-AM service. The system is in the final stages of engineering and is expected to be on the air late this fall.

Houghton / Rushford / WXXY tower Purchase WXXI has negotiated the purchase of the tower utilized first by WNED for Instructional Television Fixed Service (ITFS), which is no defunct and the Houghton College for WJSL-FM. This license was transferred to WXXI for the FM station and the call letters changed to WXXY. Owning the tower will enable WXXI to provide regular maintenance of the tower and leased property around the tower and reduce our costs previously paid to WNED.

Validation of Existing Equipment Support Contracts As much of the current broadcasting equipment was purchased more than 10 years ago, we are making a concerted effort to evaluate the path and plan for replacement. Some of the equipment 33

manufactures’ have withdrawn support of older equipment, necessitating the timely replacement of critical radio & television broadcasting equipment.

Enhance Internal Communications Phone System Replacement The Technology & Operations group has completed the installation of a new phone system. This system replaces a much older (40+) years system that has not been fully supported for parts and technical updates or more years. The implementation of the new system required replacement of virtually all the network routers and switches and the addition of 200 or so additional network devices. This project as started in August of 2016 and now provides state-of-the-art communications for the State Street facility and soon the Little Theatre.

Sharepoint Implementation IT and Interactive Services staff continue their work to implement Sharepoint as an organization-wide collaborative work space to improve project management and communications. The need for this system was identified in staff meetings, through a staff survey and in conversation with the Work Culture Committee.


Cultivate a mission-driven staff that is knowledgeable, creative and adaptive Professional development continues through job-related webinars, teleconferences and professional conferences. Staff members continue to promote careers in public media via outreach to area educational institutions and hosting tours and presentations to students and area organizations. The Work Culture Committee (WCC) was instrumental in the revision of our performance appraisal process and forms. To promote more frequent formal feedback between staff and supervisors, the frequency of performance appraisals was increased to twice a year and a simplified form was developed which provided opportunity for more narrative input by both supervisor and staff.

Attract and engage a diverse staff and volunteer corps to extend our effectiveness. WXXI provided a paid sponsorship for one student majoring in journalism through the New York State Broadcasters Association (NYSBA). They were given an overview of the activities of a public media station and, then, were given the opportunity to focus on an area of interest for the remainder of the approximately 180 hours spent in training. Our internship program remains strong with students from area colleges receiving training in many areas of WXXI. Diversity continues to be a focus in our recruitment and hiring program. Participation in area job and internship fairs helps to fulfill our commitment to diversity and promote WXXI as a vital force in the Rochester area. Diversity training will, once again, be provided to staff in the Fall.

Board Development Ensure future growth and success through continued development of a strong, involved and committed Board of Trustees.

Board Recruitment The Board Development Committee (BDC) meets on a regular basis with the goal of identifying a diverse pool of Trustees to keep WXXI connected to the community, assure representation by major corporations in our region, and to best position the station for the success of the “Go Public” Campaign. The Board Development Committee nominated six new Trustees to the Boards during the fiscal year.

Board Engagement Four new Trustees participated in Board orientation. They were named to committees and each assigned a mentor to assist with their transition to the Board. The “Board Engagement” series continues to be a popular event. Several times a year, breakfasts and lunches are hosted by the President. These informal get-togethers engage Trustees outside of the Boardroom, offering them a way to learn more about WXXI and each other. A Board Planning Session was held in December 2016 at Paychex with twenty-eight participants in attendance, including Trustees, Trustee Council and senior staff.


The Digital Strategy Task Force was created to keep the Board informed of new opportunities for WXXI and The Little to serve our community in the digital age, especially as more listeners and viewers access programs and services online and on-demand.

Board Financial Goals Board Trustees achieved a goal of 100% in commitments and raised $55,540 between WXXI and The Little. Combined giving of the Board, Honorary Trustees and Trustee Council was $89,407. Additionally, several Trustees and Honorary Trustees also gave generously to Special Projects and Productions in honor of WXXI’s 50th Anniversary.

Board Participation Several members of the Board of Trustees, Trustee Council and Honorary Trustees were on hand in July 2016 to announce the successful completion of the “Go Public” Campaign. The Campaign ended with $18,400,000 against a goal of $17,000,000. In August 2016, the Board Summer Social Event took place at the home of Mr. Mark Cleary. In attendance were forty-seven guests, representing the Board of Trustees, the Trustee Council, Honorary Trustees, and senior staff. In September, 2016, many Trustees and Trustee Council members participated in the official kick-off of WXXI’s 50th Anniversary celebration. Nearly 100 people attended, including many “Founding Members” of WXXI who have been contributors since WXXI went on the air in 1966. Trustees and Trustee Council Members donated sweaters to the Mr. Rogers Sweater Drive for Rochester City Schools. Several Trustees were on-hand to greet over 5,000 visitors attending the WXXI Open House in September 2016. Guests enjoyed a day of fun and discovery as WXXI opened its doors to the public for tours, kids’ activities, greetings from on-air hosts, news team, PBS KIDS Characters. Trustee Dr. Cynthia Reddeck-LiDestri and her husband John hosted an October 2016 fundraiser to benefit The Little Theatre’s Seat Campaign which was attended by nearly a hundred people. 36

Numerous Trustees and members of the Trustee Council were present at the November 2016 Associate of the Year event featuring a keynote address by Carroll Spinney, the long-time puppeteer of Big Bird and Oscar the Grouch. The event honored 2016 Associate of the Year recipients Justin Vigdor and Nancy Brush. In January of 2017, the Staff Appreciation was well attended including ten Trustees, one Honorary Trustee, two Trustee Council members, nine CAB members, five Little Theatre Advisory Board members and six members of the Volunteer Leadership Council. They keynote speaker was Don Alhart, Associate News Director, WHAM-TV. In February, a Board Trustee and two senior staff members attended the Public Media Summit in Washington, DC. This annual event provides an opportunity for Board Officers and Trustees to participate directly in advocacy efforts on Capitol Hill by attending meetings with United States Senators and Congressional Representatives. Several Trustees attended the Volunteer Recognition event in April 2017 to honor the numerous volunteers who are dedicated to supporting WXXI and the Little Theatre, including the Charles M. Wise Volunteer of the Year, Bonnie Arnold. Trustees, Honorary Trustees and Trustee Council members participated in many other events including attending an evening of conversation and remembrance with award-winning writer and producer, Paul Lewis, marking the 30th Anniversary of his documentary film, Safe Haven. More than a dozen Trustees attended a reception and dinner with WXXI News Albany Correspondent Karen DeWitt, as well as attending a remote broadcast of Live with Evan Dawson at The Little the following day. Board Members participated in a Thank-A-Thon event in May 2016. Trustees called recent major donors to personally thank them for their generosity in supporting the high-quality arts, news and educational programming that our community relies upon. In June 2016, Board Vice-Chair and Chair Elect Dr. Cynthia Reddeck-LiDestri hosted Trustees, Honorary Trustees, Trustee Council and Little Theatre Advisory Board members at a private reception for major donors to the Little Theatre’s Marquee Renovation. The event was held just before the Little’s Street Party and Marquee Relighting Event, which saw over 1,000 people celebrating the Little’s new digital marquee. Throughout the year, Trustees recorded television and radio spots for membership campaigns, to encourage viewers and listeners to become members of WXXI and the Little Theatre.

Community Advisory Board The Community Advisory Board (CAB) is one of WXXI’s most effective resources for ensuring diverse community input into local programming. The principal focus of the CAB is the identification of the most pressing needs and issues of the local community, so that WXXI can acquire or produce programming to meet those needs. The October 2016 CAB meeting welcomed 7 new members.


External Recognition & Awards Staff & Station-wide Ruth Phinney Hélène Biandudi Hofer Evan Dawson Andrew Croucher

C. Stanley Potter Lifetime Achievement Award from the International Association of Audio Information Services Adele Carlson Advocacy Award from the Center for Disability Rights for work on Move to Include Impact Award, Rochester Media Association Established Media Professional Award, Rochester Media Association

Jason Milton Rising Star Award, Rochester Media Association Bob Smith and Tom Hampson

“Big Pencil” Award from Writers & Books

The Little Theatre Friends of Foreign Language Award, Rochester Region of the New York State Association of Foreign Language Teachers

News “Breast Milk Bank Resurgence Helps Premature Babies, But Who Will Pay?” Karen Shakerdge Connections with Evan Dawson: Degrees of Diversity

New York State Broadcasters Association Award, Outstanding Public Affairs Program or Series Finalist Certificate from the New York Festivals Radio Awards

Radio Eyes on Success: Currency Identification Live from Hochstein Backstage Pass

Potter Award, Interview Category from IAAIS “Serving New York” Award, New York State Broadcasters Association Finalist Certificate from the New York Festivals Radio Awards for the broadcast featuring the Ying Quartet.

Television Move to Include: “Positive Exposure” Confronting the Wall (WXXI presenting station, Blue Sky Films producer) Confronting the Wall (WXXI presenting station, Blue Sky Films producer) Homework Hotline Arts in Focus, Move to Include: “NTID Dyer Arts Center” Arts in Focus: “Made on State Street” Arts in Focus

NY Emmy nomination, Human Interest: Program Feature Category New York Emmy Nomination, Societal Concerns: Program/Special New York Emmy Nomination, Writer: Program

Bronze Telly, TV Shows Bronze Telly, TV Shows/Segments - Cultural category Bronze Telly, TV Shows/Segments – Cultural category New York State Broadcasters Association Award, Best Locally Produced TV Show


Membership & Major Giving Highlights Membership finished FY17 at $3,757,522 – a 10% increase over FY16. The number of members also increased by 8%, due in part to WXXI Passport, a PBS video streaming service. WXXI Passport attracted over 950 new or rejoining members since its launch and $87,000 in total revenue overall. We continue to encourage members to become Sustainers – or monthly donors. Sustaining giving has increased by 23% over FY16 and we have 6,296 sustaining donors.

WXXI 50th Anniversary WXXI continued to raise funds from donors and foundations for its Community Program Funds as well as for specific projects. Nearly $1 million was raised in FY17 to fund projects such as our upcoming documentary on Rochester artist Wendell Castle (due to air on WXXI and across the country in early 2018). A significant capital gift was made to fund refurbishment of the Carlson Family television studio. Other projects included the brand new WXXI/PBS 24/7 Kids channel as well as a family endowment that funds local productions.

Activities In addition to an extremely successful Station Open House, WXXI held a Mr. Roger’s Sweater Drive in partnership with the Monroe County Library System. Various branches around the area served as collection spots and helped to collect hundreds of sweaters that were donated to the RCSD.


Sustainer Thank you Event at George Eastman Museum In partnership with George Eastman Museum’s National Parks Photography Special Exhibition WXXI hosted a special sustainer thank you event at the Museum in August 2016. Guest enjoyed light drinks and hors devours and had exclusive access to the exhibition and the rest of the museum.

Wait, Wait Don’t Tell Me In October more than 2,500 Public Radio fans filled the sold-out show at the Auditorium Theatre for Wait, Wait Don’t Tell Me’s live taping in Rochester. WXXI also hosted a VIP reception for donors and panelist following the taping.

2016 Associates Event WXXI’s longtime donors, volunteers and fans joined WXXI for the 2016 Associates Event at the Country Club of Rochester to see Caroll Spinney- the actor and puppeteer behind Sesame Street’s Big Bird and Oscar the Grouch. WXXI also honored Nancy Brush and Justin Vigdor with the Associate of the Year and President’s Award.


NPR Generation Listen Listening Parties   

8/24/16- Listening Party at Lost Borough Brewery “Value of the Listening Experience 9/29/16- Listening Party at WXXI with ESL “Tuned In” 10/24/16- Listening at Lollypop Farm “Adopt a Dog Month- How Dogs Impact our Lives” (Attended by 50 people, plus pups from Lollypop’s Therapy Pets program)

Masterpiece’s Victoria Premiere Screening Approximately 100 people came to The Little Theatre in January for a special free pre-screening of the first episode of Masterpiece’s latest hit Victoria.

2017 Antiques Appraisal Event Hundreds of local antiques fans came to WXXI’s Studio A in May for the 2017 Antiques Appraisal Event featuring 7 local appraisers with various areas of expertise offering ticket holders appraisals on everything from a vintage photograph with signature of Walt Disney to a $10,000 Swiss Watch from the 1960’s in its original box.

Tiny Desk Favorites Concert On May 25 Different Radio sponsored a Tiny Desk Favorites Concert at Three Heads Brewing Beer Garden on Atlantic Avenue. More than 50 local and regional bands from Rochester and the Finger Lakes entered the NPR’s 2017 Tiny Desk Contest. Three local bands were featured at the Different Radio event: The Mighty High And Dry, Kitestring, and Machine Gun English. Over 200 people attended, and food trucks were on site to go with the beer tastings and great music.


Little Theatre • • • • •

Little Theater membership met, and exceeded its fundraising goal of FY’16 by $18,430! Membership grew by 247 new/returning members in FY’16. Member Movie Nights continues to provide a unique experience to Members. This year a Member Movie Matinee offered an opportunity for those not available on weeknights to attend FREE movies at The Little as well. 550+ were in attendance for March’s Member Movie Matinee! Membership continues to work with the Projection Department on Membership/CYE/Add Gift promos. These promos frequently star ‘Little Chaplin’ and were featured in the Democrat and Chronicle. In an attempt to elevate service at the Little to surpass expectations, in March 2016, all Little Theatre staff attended a 4 hour, grant funded, customer service seminar provided by ZingTrain. This training, along with monthly Customer Service Counsel meetings, allows Little Theatre staff the opportunity to review and discuss the processes to provide our patrons with the best customer service experience. The Seat Sale in Theatre 1 has sold 155 seats of 296, moving closer every day to its goal.

Corporate Support WXXI/WRUR/WEOS/WITH Underwriting + Little Theatre Ad Sales FY 2017 was a year of progress for the underwriting team. Powered by over 220 underwriters and advertisers, overall corporate sponsorship revenue for WXXI grew about 2%, with customized multiplatform packages and program- & event-specific plans generating the majority of these dollars. We saw a slight dip in overall dollars raised in support of the Little Theatre primarily due to shifting renewal times. Corporate sponsorship of television programming rose by 22% in FY ’17, and financial support of WXXI-AM 1370 increased 4% year-over-year. We concluded the year having supported many non-profit organizations whose events and initiatives benefitted the Greater Rochester, Geneva and Ithaca communities. As a community partner we helped address community needs, elevated local arts organizations, and supported events aimed at inspiring kids and grown-ups alike. We are proud to have helped amplify so many voices this year. Sponsorship highlights from FY 2017 include: Rochester  Community Design Center Rochester – Reshaping Rochester Series  Finger Lakes Opera  Genesee Country Village & Museum – Agricultural Fair  Geva Theatre – Other Than Honorable  ImageOut Film Festival  Landmark Society of Western New York  Memorial Art Gallery – Clothesline  Rochester Children’s Book Festival  Rochester City Ballet – Sensory-friendly performances  Rochester Contemporary Art Center – 6x6  Susan B. Anthony House  Teen Empowerment Rochester  YWCA – Stand Against Racism & Empowering Women


Geneva  Finger Lakes Photo/Plays  Geneva Music Festival  Geneva Night Out  The Glorious Garlic Festival Ithaca  Community Arts Partnership of Tompkins County – Spring Writes  Downtown Ithaca Alliance – Gallery Nights  GrassRoots Festival  Ithaca Festival Creative, customized marketing solutions continued to differentiate our products from our competition’s, especially when connected to events. Integrated event sponsorship packages of note included:  Wait Wait… Don’t Tell Me!  One Take Film Festival  Be My Neighbor Day  Victoria  WXXI 50th Anniversary Package


WXXI Year End Report 2016 - 2017  
WXXI Year End Report 2016 - 2017