The producers of public radio’s This American Life will take over distribution of their show starting July 1, using Public Radio Exchange to deliver the program to stations. TAL and Public Radio International, its distributor of 17 years, announced in March that they would part ways effective July 1. Under the agreement announced Wednesday, Chicago Public Media and Ira Glass will handle distribution and underwriting, while Marge Ostroushko will be responsible for marketing and station relations. Ostroushko handled those duties before PRI picked up the show in 1997. “We’re excited and proud to be partners now with PRX,” Glass said in a statement.
After This American Life parts with longtime distributor Public Radio International July 1, it could become public radio’s most widely carried show without a major distributor representing it. That’s if the show pursues that option. Program host and creator Ira Glass has hinted in interviews with the New York Times and Chicago media reporter Robert Feder that he’s considering self-distribution. But there may be good reasons that few shows have gone that route. Self-distribution poses challenges that few resource-strapped program creators are willing to take on, including handling their own billing, marketing and station relations.