Surplus Keeps Programs Safe on Public Radio, TV Station
Posted on: Monday, 18 July 2005, 18:00 CDT
Jul. 16--JENKINS TWP. -- A special plea to members at the end of its fiscal year fell short of a $250,000 goal, but the region's public radio and television station, WVIA, still succeeded in balancing its budget and then some by the June 30 deadline.
A little more than two weeks into its new fiscal year, Bill Kelly, president of WVIA, said there would be no program cuts, a possible scenario had the money not been raised.
"We ended our fiscal year with a modest surplus," Kelly said Friday.
Even though member contributions missed the target by an estimated $120,000, the station's annual auction, corporate underwriting and "new enterprises" exceeded their goals, accounting for a surplus Kelly estimated at $115,000.
For its 2005 fiscal year budget of $5,129,737, the station counted on state and federal funds, individual memberships, foundation contributions, major gifts and corporate donations. Radio and television memberships combined for $1.65 million of the total.
The disappointments on the fund-raising front have led to changes this year. "In fiscal year 2006, we reduce our expectation from membership," Kelly said.
About 5 percent to 6 percent of the station's television viewers are members, he said. The percentage for radio listeners is a little higher, but probably not in double digits.
Membership drives will be done differently, too. The station will "rely more on what we call the core of our schedule," Kelly explained. WVIA will be "more reluctant to pre-empt" shows such as Masterpiece Theater or American Masters during fund raising.
Local programming also will become a larger part of the fund-raising effort. The station has a couple of new documentaries scheduled to air later this year. Besides telling great stories, the programs can be used to motivate viewers to become members, Kelly said.
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Source: The Times Leader (Wilkes-Barre, Pa.)
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