Chris Cantell Discusses Technologies: NPR enhancing its web site with social networking by Zuzana Zelenakova

National Public Radio which already has strong position on the Internet seeks to take further steps in the field and reach new audiences. On Monday it introduces some new features on its web site which resemble pretty much the possibilities Facebook offers. The aim is to capture the attention of particularly younger audiences who do not belong to habitual listeners so far but have a great potential to NPR. People can create their own personal profiles on the web site, include their photo, make list s of their favorite books, movies, etc. And of course find friends on the web site and thus connect with other listeners. However, there seems to be a problem concerning NPR´s member stations which still prefer the traditional form of fundraising through local radio offerings. “We definitely see ourselves at a pivotal point,” said Dana Davis Rehm, vice president for strategy and partnership at NPR. “We know where we want to be but navigating the waters can be challenging at times. Every now and then we get rough seas.” There are definitely some tensions about NPR using the Internet “to maximum effect”. There are fears that new services provided by NPR at its websites will divert listeners´ attention from the individual stations. If they find everything they need one place other stations that pay dues to the central organization might very well suffer considerably. However, Rehm claims that NPR sees other stations as partners and no longer waits “until 11th hour” to discuss digital issues with them. The Internet helps the stations whether national or local to reach broader audience and promote their content. According to Laura Walker, chief executive for WNYC, about 60 percent of contributions are through the Internet, which also enabled people from as far as China or Japan to get to know the station.


related story: http://news.yahoo.com/s/ap/20080929/ap_on_hi_te/npr_digital_future;_ylt=AhME5j2iBKrN14_Q.tzbHc.s0NUE

by Zuzana Zelenakova for PocketNews (http://pocketnews.tv)

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