Programs/Content

With RFP, PBS pursues ‘Explorer Archetype’ in productions

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From PBS’s June 2010 request for primetime series proposals to be funded by the CPB/PBS Diversity and Innovation Fund. See also Current feature on the Explorer Archetype. The Explorer Archetype
Research shows the most successful brands embody a single archetype. To define and fully leverage PBS’s brand, we are employing Archetypal Branding, a proven strategy in which an organization aligns all activities behind a single unifying concept. We believe adopting this strategy will help us increase audience engagement, raise money and build brand loyalty.

Development

Finding Explorer

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The kinds of people who like new experiences, enjoy scanning expanded horizons, want to see things from varied perspectives are the people most likely to be PBS viewers, says Margaret Mark.