PBS Is In Public Trust

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1#PBS isin Public TrustResults of a 2009 GfK Roper Public Affairs & Media surveycomparing public service institutions

For the sixth consecutive year, the American public has rated PBS themost trustworthy institution among nationally known organizationsand an excellent use of tax dollars. This year, the study includedquestions to gauge satisfaction with children’s programming across broadcastand cable networks; PBS prevailed as the favorite.The annual national survey was conducted by the non-partisan, internationalresearch company GfK Roper Public Affairs & Media in January 2009. The reportcaptures the results of an opinion survey that included 1,009 participants acrossthe country and measured how American adults ages 25 to 75 rated PBS incomparison with other public institutions, including television broadcast andcable networks.The following graphs highlight the main points of this survey. The full GfKRoper report is available at pbs.org/roperpoll2009.GfK Roper Public Affairs & Media is a division of GfK Custom Research North America specializingin customized public opinion polling, media & communications research, and corporate reputationmeasurement – in the US and globally. In addition to delivering a broad range of customized researchstudies, GfK Roper Public Affairs & Media draws from GfK’s syndicated consumer tracking services,GfK Roper Reports US and GfK Roper Reports Worldwide, which monitor consumer values, beliefs,attitudes and behaviors in the US and more than 25 other countries. Headquartered in New York, GfKCustom Research North America is part of the GfK Group. With home offices in Nuremburg, Germany,the GfK Group is the No. 4 market research organization worldwide. Its activities cover three businesssectors: Custom Research, Retail and Technology, and Media. The Group has more than 115 companiescovering 100 countries. For further information, visit: www.gfk.com

&PBSTrustHow much do you trust each organization?Percent saying they trust the organization “a great deal” (on a four-point scale: a great deal, somewhat, not too much, not at all).PBS/public television49Courts of law27Commercial broadcast television networks17Cable television networks12Newspaper publishing companies12Federal government10Congress801020304050

&PBSValueThe federal government provides many services that are funded with tax dollars.For each of the following services the federal government provides using taxdollars, please rate the value that you receive.Percent saying each institution is an “excellent” value for tax dollars (on a four-point scale: excellent, good, not too good, poor)Military defense23PBS/public television18NPR/public radio14Police/law enforcement14Federal aid to college students9Medical/technological research9Space program90510152025

Who provides PBS most of its ral government10State governments3051015Is the money that is given toPBS stations from government,corporations and individuals moneywell spent?802025303540Public broadcasting receives 15% of itsfunding from the federal government.This translates to about one dollar perperson per year of government support.Do you believe this amount is “aboutright,” “too little” or “too t sure50Too little About right Too much Not sure

&PBSTV NetworksHow much do you trust the news and public affairs programs that networks broadcast?Percent that trust “a great deal” (on a four-point scale: a great deal, somewhat, not too much, not at all).43PBS/public television28CNN27FOX News Channel26NPR/public radioABC21CBS21NBC2019MSNBC01020304050In your opinion, howimportant is it that wehave public television /commercial broadcasttelevision / cabletelevision?On the whole, are yousatisfied with the current public television /commercial broadcasttelevision / cable television programming?On the whole, are yousatisfied with the currentpublic television / commercial broadcast television / cable television programs for children 2-8?Percent saying “very important” for eachquestion (on a four-point scale).Percent saying “very satisfied” for eachquestion (on a four-point scale).Percent of parents saying “very satisfied” foreach question (on a four-point scale).7000162010030Commercial broadcast television102230Cable television2040PBS/public television39Cable television1044PBS/public television20PBS/public television403530Cable television50Commercial broadcast television62Commercial broadcast television486030504016

&PBSFairnessWhen it comes to news coverage, investigations and discussions of major issues,would you say these networks’ programs are strongly liberal, moderately liberal,moderately conservative, strongly conservative or are they mostly fair?PBS/public televisionLiberalMostly FairConservative304312ABC42NBC40CBS41NPR/public radioFox News PBSImportant IssuesHow well do PBS programs—for both children and adults—address these items?Percent saying “very well” (on a four-point scale: very well, moderately well, not too well, not at all well).62Provide people access to arts and culture52Promote an understanding of American historyImprove literacy50Promote an understanding of science and technology4946Inform people about America’s ethnic and cultural diversityProvide access to a variety of viewpoints40Inform people about important political and social issues39Inform people about health issues38010203040506070

PBS, with its 356 member stations, offers all Americans —from every walk of life — the opportunity to explore newideas and new worlds through television and online content.Each month, PBS reaches more than 115 million peopleon-air and online, inviting them to experience the worldsof science, history, nature and public affairs; hear diverseviewpoints; and take front row seats to world-class dramaand performances. PBS’ broad array of programs has beenconsistently honored by the industry’s most coveted awardcompetitions. Teachers of children from pre-K through 12thgrade turn to PBS for digital content and services that helpbring classroom lessons to life. PBS’ premier children’s TVprogramming and Web site, pbskids.org, are parents’ andteachers’ most trusted partners in inspiring and nurturingcuriosity and love of learning in children. More informationabout PBS is available at www.pbs.org, one of the leadingdot-org Web sites on the Internet.

Headquartered in New York, GfK Custom Research North America is part of the GfK Group. With home offices in Nuremburg, Germany, the GfK Group is the No. 4 market research organization worldwide. Its activities cover three business sectors: Custom Research, Retail and Technology, and Medi

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