Hear the Conversation 17:54 – 10.2 mb mp3
A bold, new collaboration between Michigan State University and Detroit Public Television will unite one of the world’s top research universities and a national leader in public broadcasting and community engagement.
The Detroit-based partnership will greatly expand the relationship between MSU and DPTV, beginning with an initiative to provide 24/7 programming for children and families in Detroit, Lansing and statewide.
“When you think about content, particularly in the public media setting, I see three components to our strategy,” MSU College of Communication Arts & Sciences Dean Prabu David tells Scott Westerman and Russ White on MSU Today. “One is multi-platform, another is multimedia, and the third one – most key – is multi-generational.”
“We have to figure out ways to make public media fun and compelling for all demographics.”
“It’s an and/or world,” adds DPTV President and CEO Rich Homberg. “Make your television station work very well; now here are six more platforms to be on. It’s almost an expectation that you’re providing me with the capability to build my own experience.”
David says the collaboration with DPTV “is an opportunity for us to do something really big. The challenge is that we can’t just rest on our laurels. The idea is to do something meaningful.
“President Simon often talks about being bold. This is an opportunity that’s been handed to us, and we shouldn’t shy away from thinking big and swinging for a home run.”
And Homberg adds that television stations like DPTV “have to be as much a retailer of content as well as a content creator. The media world today is very exciting.” And he says MSU is perhaps the perfect partner for DPTV moving forward.
“It’s the state land grant and extension services mindset that says here’s a big idea” we should pursue. “This is the hallmark of this university: that sense that you totally embrace your service to the entire state.”
Dean David reminds us that WKAR isn’t just an asset of the College of Communication Arts & Sciences, but an asset for the entire university. “We have this antenna; what else can we do with it?”
“You have to create engaging content, but in the end, people come to us because they trust us, and they come to us for what’s important,” Homberg says.