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Maryland Public Broadcasting CommissionMeeting of November 24, 2020Via ZoomPresent: Mr. Edward Kaplan, chair; Mr. Richard Bodorff, vice chair; Dr. Debra Bright; Ms. Shelly Gardeniers; Ms. Rebecca Hanson; Mr. Howard Rosen; Ms. Beth Suarez; Mr. Bruce Wahl; Ms. Ellie Wang.The following members of the MPT management and staff also were in attendance: MPT President and CEO Larry Unger, Mr. George Beneman, Ms. Colette Colclough, Mr. Andrew Levine, Mrs. Fran Minakowski, Ms. Betsy Peisach, Mr. Travis Mitchell, Mr. Steven Schupak, Ms. Linda Taggart, and Mr. Tom Williams. Ms. Dionne Neblett was present to record the minutes. Mr. Rob Jefferson was present for IT services. Guest: Mr. Patrick Butler, president and chief executive officer of America's Public Television Stations (APTS) and chair emeritus of the MPT Foundation, Inc., was in attendance.Minutes review and approvalMr. Kaplan called the meeting to order at 10:32 a.m. and acknowledged the presence of a quorum. He asked for approval of the October 27, 2020, meeting minutes. Ms. Wang made a motion to approve the minutes, Mr. Rosen seconded the motion, and the minutes were approved unanimously.President’s reportMr. Unger reported that since the last board meeting, the COVID-19 pandemic has worsened and Governor Hogan increased restrictions in the State of Maryland. Teleworking for MPT staff was extended to March 31 when conditions will be re-evaluated to determine if employees should report back to the Owings Mills campus. Mr. Unger noted that Steven Schupak, chief operating officer, will be inducted into the National Academy of Television Arts & Sciences’ National Capital Chesapeake Bay Chapter (NATAS-NCCB) Silver Circle this fall. In addition, Rhea Feikin accepted the Ed Walker Lifetime Achievement Award on November 14 from the National Capital Radio & Television Museum. Mr. Unger turned to Travis Mitchell, chief content officer, for an update on MPT’s Standing Against Racism: Fostering Unity Through Dialogue initiative. Mr. Mitchell said in the aftermath of the George Floyd tragedy, MPT developed a plan not to react but to respond. The response would be a sustained effort with a multi-pronged approach that strengthens the community through the power of media. Mr. Mitchell shared the 10-point plan with the goal of increasing thoughtful discussion and understanding of race-related issues in communities across the greater Maryland area. Mr. Unger thanked Mr. Mitchell and Ms. Colclough for leading the initiative and said there would be a more detailed discussion in January. He asked if there were any questions about the initiative. Mr. Bodorff said “what we are doing is terrific and remarkably well done” and noted that he is proud to be associated with MPT. Ms. Hanson agreed and requested a copy of the 10-point plan. Although the plan is tentative, Mr. Mitchell will share a draft of the plan with the commissioners.Continuing his report, Mr. Unger stated Maryland Farm & Harvest launched its eighth season. Regarding production, work continues as the MPT team comes up with innovative ways to produce through the pandemic. Mr. Unger expressed his concern about possible state budget cuts and if the pandemic will impact the ability to mount new productions without the loss of income. He said there will be a full report from the Budget and Compensation Committee at the January meeting.After technical difficulties with programming clips, Mr. Unger introduced Patrick Butler, president and chief executive officer of America’s Public Television Stations (APTS).APTS updateMr. Butler expressed his confidence in the direction of APTS and the future of public television, especially with the leadership of President-elect Biden. He has known Mr. Biden for many years and stated that the president-elect has been a long-time supporter of public broadcasting. President Trump proposed to zero-out funding for public broadcasting every year of his four-year term, but Mr. Butler expects the new administration will bring a welcome change.The new composition of the Federal Communications Commission (FCC) is unknown, and former FCC Commissioner Mignon Clyburn may come on board along with others from President Obama’s administration. Mr. Butler stated President Trump’s FCC was friendlier to public broadcasting as President Obama thought of public broadcasting as a dinosaur technology. There is a big question mark as to how public broadcasting will be affected by new commissioners.Regarding federal funding, public television may get a significant increase if both houses of Congress pass an emergency assistance COVID-19 bill. President-elect Biden is interested in getting this relief package passed although Republicans and Democrats remain very far apart. This funding could bring relief to state and local government as early as March. Mr. Butler said the CARES Act was helpful in providing Paycheck Protection Program loans to nonprofit licensees of public television. The House of Representatives passed an appropriations bill that included an increase for FY23, and it is expected the Senate will pass the bill in December. APTS is aiming high with the new administration and hopeful that the House will be supportive of its goals. Mr. Butler stated there is trouble at the state funding level nationally and that state funding has declined overall. The next cycle of state funding may be down by 15-25%. With the hope of a COVID-19 vaccine and the possible end of the pandemic, the economy should rebound but be prepared for a season of tough circumstances at the state funding level. Mr. Butler noted that public television stations are taking it upon themselves to create their own sources of revenue. Mr. Unger delivered an inspiring presentation to the APTS board last week regarding the Maryland State Ad Agency (MSAA). Mr. Butler said MPT was able to “start something from absolutely nothing.” Regarding education, stations in all 50 states took part in remote learning initiatives. Partnerships have developed with governors and state superintendents who now see public TV providers as constructive partners in public service as they never have been before, now understanding the central role public broadcasting plays in education and public safety. APTS is currently working on new initiatives using spectrum in nonbroadcast applications including telehealth, national security, and transportation efficiency. With the adoption of ATSC3 spectrum broadcasting applications, revenue can increase at the station and system level by the end of next year. APTS will take advantage of these new broadcast standards. He spoke of APTS’ new relationship with Phil Cox, founding partner, and his organization 50 State. Mr. Cox is former executive director of the Republican Governors Association. Collectively this firm’s executives know every U.S. governor and will be in a good position to help APTS with campaign strategies and access to government officials. With 50 State’s help, APTS will work to increase federal and state funding substantially. In addition, Mr. Butler has high hopes for the spectrum market and its financial impact on public broadcasting.Mr. Butler asked if there were any questions. Mr. Bodorff voiced concern about the financial status of stations in the system. Mr. Butler said stations could be shored up through CPB initiatives; CPB secured $75 million in the CARES Act, about $200,000 per station. After the spectrum auction, some stations went off the air, but Mr. Butler doesn’t expect much more consolidation in the system. Mr. Butler concluded that APTS will keep track of how stations are doing throughout the system. He said stations are doing much better than expected and have been able to weather the storm despite the decline of corporate underwriting, individual giving and foundation giving. Mr. Kaplan observed that Mr. Butler’s becoming the leader of APTS in 2011 was the” right person at the right place at the right time” and noted that he has earned for the PBS system more recognition and appreciation than ever before. Mr. Kaplan thanked Mr. Butler for his work on public television’s behalf and turned the floor over to Ms. Taggart to provide her report. Development updateMs. Taggart, vice president, Development Division, announced that MPT completed its first-ever successful comprehensive campaign. The goal to raise $12.5 million was surpassed and $12.8 million was raised. She said her division will launch a multi-year planned giving campaign in January. The goal of this bequest challenge is to raise between $3.5 – $7 million in planned gifts. A newly established MPT Foundation, Inc. Fundraising Committee that includes Ms. Suarez, Mr. Bodorff, and Ms. Wang will look at campaign projections; with committee members’ extensive experience, they’ll advise MPT on strategies to secure additional gifts. Mr. Kaplan helped shape this upcoming campaign, and Mr. Bodorff’s bequest challenge gift has greatly benefited the new campaign. The Development Division began a Focus on 70 initiative, a multi-year effort to grow MPT’s paid membership by 10,000 members to reach a 70,000 milestone. MPT has been flat in its membership numbers for many years, but now has more than 64,000 members -- the highest number in station history. With an additional 10,000 members, annual revenue is expected to increase by $1 million to $1.5 million. The Focus on 70 initiative will have three phases and should strengthen donor retention. Ms. Taggart stated the division is investing in new strategies to help traditional ones. PBS will introduce conversational texting in March 2021; however, MPT has been using this form of fundraising for the last three pledge drives. The sustainer program continues to be a success as it brings in guaranteed dollars each month, and sustainers represent approximately one-third of the membership file. There will be a portable kiosk in MPT’s lobby so that visitors can sign up to become members. Ms. Taggart said her team will begin offering complimentary memberships starting with state employees with the goal of increasing the membership roster. In an effort to identify those who may want to include MPT in their estates, MPT will provide a free will creation service on the planned giving website in January. There has been dramatic growth and engagement of Passport, MPT’s video-on-demand streaming service. During the pandemic, viewers were hungry for additional content, so new and fresh content was added to Passport, including a Ken Burns collection. The MPT Programming & Acquisitions Department purchased more than 30 hours of British drama and will purchase original series to add to the Passport cache. Unique thank-you gifts will be offered during on-air campaigns with a portion of the contributions going to nonprofit organizations including the Maryland Food Bank, the Maryland SPCA and Extraordinary Birthdays, a group that plans and pays for birthday parties for homeless children in the Maryland region. Ms. Taggart stated concerts were particularly hard hit during the pandemic. PBS responded with a virtual Josh Groban concert that will be held on February 14, 2021. MPT pivoted from in-person concerts and activities to virtual events and has found success with such efforts. Ms. Taggart encouraged commissioners to share their fundraising ideas with her. More than 70 ideas were generated from brainstorming sessions, and Ms. Suarez helped streamline those ideas into 30 actionable items. She thanked Ms. Wang for providing inspiration to her team and for getting them energized. Mr. Kaplan thanked Ms. Taggart for all she is doing for MPT and for her commitment and enthusiasm. He reminded commissioners of the Giving Tuesday campaign next week and to think of MPT when planning year-end giving.Old or new businessMr. Kaplan asked for old or new business and, hearing none, asked for a motion to adjourn. Ms. Wang made a motion to adjourn and Mr. Rosen seconded the motion. All were in favor and Mr. Kaplan adjourned the meeting at 11:36 a.m. ................
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