Rocky Mountain PBS

Executive Director Statement

While the last ten years have seen unprecedented change in the media landscape, both locally and nationally, we are proud to say that our mission at Rocky Mountain PBS has not wavered. We strive to enrich the lives of all Coloradans through excellent programming and purposeful, thoughtful community engagement - even in the toughest of economic times.

We are weathering challenging storms, but our network remains strong. We are charting an innovative course that will make us a leader and community resource for all of Colorado. With the proliferation of cable and the Internet, television permeates American homes more than ever before. What makes
us distinct from our commercial media counterparts is that we are single-minded in our goal to be a positive force in peoples' lives, and we take our obligation to our viewers personally. We work hard to entertain by providing award-winning, commercial-free programming, to educate and, most importantly, to reach out and help, to make a difference in the lives of Coloradans.

In this spirit, we have many exciting programs and events coming to you in the next few years: more informative documentaries, more renowned children's programming, more illuminating content from around the globe. We are much more than a traditional television station. We are also a convener and connector of people - a role we are proud to play- and our services extend far beyond the TV screen or computer monitor.

Examples of this abound. As a result of our partnerships with KUSA-TV and KUNC and KUVO public radio stations in producing Facing the Mortgage Crisis, we are now one of the top information sources in the state for people seeking to stave off foreclosure. We have conducted many town hall meetings, expert panels, preview screenings, telephone hotlines and blogs regarding health care, the environment and education. We offer a Spanish language network known as V-me. We hold free KIDS Fun Fests for Colorado children and their families each year. We offer these events and activities across our state, made possible through our valued affiliates in Colorado SpringsPueblo, Grand Junction, Steamboat Springs and Durango.

Through careful management and strategic planning, we have been able to accomplish more, far more, with less. We have a robust membership of 60,000, our ratings have increased, and our community presence and interaction is unique in broadcasting. Our challenge is to continue to thrive in this economic climate and to convert more of our viewers into active donors. We will continue focusing our energy on becoming a stronger financial foundation in a variety of meaningful and hands-on ways so we can better serve all Coloradans.

What we continue to see from so many of our viewers, and what keeps us energized and committed, are the countless expressions of appreciation and gratitude for what we do at Rocky Mountain PBS. It is humbling.

We at Rocky Mountain PBS believe that we all have certain immutable rights and needs, including the innate desire to know and understand the world around us. We have the ability to help make that happen. Our job is not to get the highest ratings, but to have the highest impact on lives through quality programming and community engagement that focuses on the best we all can be. We strive to be enabling and ennobling, to partner with all Coloradans in our collective responsibility to make the world a better place.

Douglas M. Price
Rocky Mountain PBS President & CEO

Background Statement

More than 53 years ago, the Council for Public Television, associated with Denver Public Schools, was licensed airtime by the FCC to broadcast a commercial free station known as KRMA-TV. Rocky Mountain PBS began operations on January 30, 1956. Originally it was affiliated with Denver Public Schools and televised educational programming for a few hours each day. In those early days, antennas, translators and the ability to receive the signal were paramount. As technology developed and expanded, KRMA soon found itself distributing its signal not only over the air, but also via cable. This expanded reach enabled the station to establish itself as a high quality, community-licensed station, thus ending its relationship with Denver Public Schools. A capital campaign in 1994 secured new and improved facilities, and growth and signal distribution expanded. Now operating KTSC-TV in Pueblo, KRMJ-TV in Grand Junction, and KRMA in Denver, Rocky Mountain PBS serves virtually all of Colorado with its programming and outreach services.

Our mission today is just as vital as it was over half century ago. Our technology has changed dramatically but providing high quality educational, informational, cultural, and entertainment programming for Coloradans is still what we do best.

Impact Statement

Rocky Mountain PBS will be the premiere public media resource for all Coloradans. On-air, online and in person, we will serve our diverse communities as a convener of people, ideas and perspectives.

By the Numbers - 2011

- 1956 was the year of our first broadcast, as part of Denver Public Schools.

- Emmy Awards won by Rocky Mountain PBS since 1956: 50

- 1.2 million viewers watch Rocky Mountain PBS each week in Colorado and surrounding states, including Wyoming and Nebraska.

- More than 86,000 community leaders watch Rocky Mountain PBS news and public affairs programs like "Colorado State of Mind," "Frontline," and the "PBS NewsHour" each week.

- Number of Colorado residents watching Rocky Mountain PBS primetime programs each week: 400,000

- More than 167,000 Colorado families watch our children's shows each week.

- Percentage of programming hours devoted to children: 30%

- Each year, more than 400 students from 70+ elementary and middle schools statewide create newscasts about their schools with Super School News, the award-winning student news program.

- 750 Colorado middle schoolers submitted stories for StoryMakers, our annual creative writing contest.

- Our annual KIDS Fun Fests in Colorado Springs, Denver and Grand Junction draw more than 8,000 people each year.

- We offer Community Cinema screenings in 14 locations across Colorado, with an estimated 7,000 attendees each season.

- Average number of unique visitors to rmpbs.org each month: 40,000

- $10 million annual operating budget

- 90% of our annual operating budget comes from support from individuals, businesses and organizations.

- Rocky Mountain PBS has more than 55,000 members and 200 business and community partners.

- Number of full-time employees: 58

- In 2010, 360 individual volunteers and 47 groups provided 14,370 hours of assistance, valued at $280,363 at events, in the office and on pledge drives.

Board Chair/President Statement

When Rocky Mountain PBS was first introduced to Colorado viewers more than
a half century ago, we aspired to improve content and provide diversity at a time when most television was broadcast by the "big three" national networks.

Of course, today's media landscape looks radically different than it did just a decade ago, and content is abundant. Everyone, it seems, has an opinion and is anxious to share it. Look no further than your mobile device for unsubstantiated claims, false assumptions and biased information, portrayed as "fact."

Truth is, the need for high-quality, trusted content hasn't diminished. In fact, given the proliferation of dumbed-down television and the explosion of untrustworthy Internet content, the need for Rocky Mountain PBS' integrity, inspiration and exploration has never been greater.

If you believe as we do that the information needs of the American public must be met in a disciplined and thoughtful way to ensure that our democracy thrives, you recognize the continuing importance of Rocky Mountain PBS. Unfortunately, as PBS NewsHour's Hari Sreenivasan reminded us when he attended a Rocky Mountain PBS event in Denver earlier this year, opinion is cheap. Facts are expensive.

Over the past few years, we've succeeded in transforming Rocky Mountain PBS into a flexible, nimble and fiscally sound organization. Whether you are one of our amazing statewide volunteers who donated more than 15,000 hours of time to Rocky Mountain PBS last year, one of our steadfast members, key underwriters or a large foundation who has partnered with us for many years, we are grateful for your continuing and generous support.

Rocky Mountain PBS is an anchor in our democracy. Our children's programming is unsurpassed. Our arts and culture programming is unmatched and our news and public affairs programs are the foundational heart of our democracy. We are committed to doing the right thing and we are judged daily by the public we serve.

We know change is certain and it can be challenging. Yet, it is clear to us that our foundational needs will remain the same. And, to continue to provide outstanding arts and culture, award-winning children's programming, and unbiased, fact-based information during this uncertain and often challenging time, we need your help.

Anyone can have an opinion, but few have the time, energy and dedication to produce the high-quality content you've come to expect from Rocky Mountain PBS.

So, please accept our sincere and heartfelt thanks for all you have done - and will do - to ensure that Rocky Mountain PBS is available for many generations to come.


Gary Drews, chairman of the board

Needs Statement

1. Grow support base

2. Increase the average gift size in all revenue areas

3. Expand local programmingcontent

"In recent years I have endeavored to increase my annual contribution with the goal of reaching the proverbial dollar a day. The importance to me of Rocky Mountain PBS and the value of my dollar a day is immeasurable. For me, the only station worth watching is Rocky Mountain PBS and saying so is such an understatement!"
- David W. Jamieson

"I've been watching your station every week, all week, for many years and hope to for a good many more. There is just no station in Colorado that comes close the quality your project. I support you every year, but not nearly as much as I'd like. The checks I send will never say a big enough THANK YOU for what you add to my life. Please continue to keep all your great programs on the air."
- Jacqueline Elliott