Broadcasters' Public Service
April 2011

St. Louis Stations Serve Viewers With Round-the-Clock Storm Coverage
Last Friday, severe storms swept through the Midwest, bringing numerous tornadoes through the St. Louis metropolitan area. Luckily, the city's four leading television stations, Belo-owned KMOV-TV, Gannett Broadcasting's KSDK-TV, Local TV LLC-owned KTVI-TV and Tribune Broadcasting's KPLR-TV St. Louis stepped up, pre-empted network programming, providing round-the-clock emergency weather coverage for viewers across St. Louis. KMOV-TV dispatched eight television trucks across the city on Friday night to deliver firsthand accounts of the severe weather that destroyed homes and property, cut power to thousands of local families and temporarily closed Lambert-St. Louis International Airport. KMOV-TV delivered emergency news coverage until 1:30 a.m. Saturday morning. KSDK-TV also had additional staff in the field during the storm, providing extended newscasts Friday and into Saturday. The station ran extended weather coverage during its Saturday evening news programs, as well. KTVI-TV aired a special tornado segment on Saturday evening between 7 and 9 p.m., in addition to their wall-to-wall coverage on Friday night. The program was simulcast on KPLR-TV. To read more about St. Louis television stations' efforts throughout last week's tornadoes click here.

Public Service Pavilion a Success at 2011 NAB Show
NAB's Public Service Initiatives hosted 14 public service representatives from partnering nonprofit organizations at the NAB Show earlier this month. Individuals from the Ad Council, EPA, Red Cross, Rotary International and TEAM Coalition, among others, joined NAB in distributing radio and television public service announcements (PSAs), information sheets, flyers and other popular giveaways to attendees. Numerous organizations that were unable to send personnel to Las Vegas provided information for distribution at the booth as well. Hundreds of PSAs were distributed to convention attendees throughout the four-day exhibition, along with information about NAB's Spot Center public service website and NAB's newly launched e-newsletter, Licensed to Serve: A Chronicle of Broadcasters' Community Service Initiatives.
WRAL-TV Raleigh Salutes WWII Vets with Trips to Washington and Poignant Documentary
Capitol Broadcasting's WRAL-TV Raleigh, N.C., has launched a community-wide project called the Triangle Flight of Honor. In partnership with the North Carolina Automobile Dealers' Assocation (NCADA), WRAL-TV is diligently working to ensure World War II veterans in the Triangle region have the opportunity to take a free flight to Washington, D.C., to visit the memorials created in their honor. WRAL-TV's support of the Triangle Flight of Honor includes extensive flight coverage and news stories about many of these unsung heroes, a comprehensive Web page and on-air fundraisers. Last month, the station held a telethon to support two April flights. The two-hour phone bank received nearly 700 phone calls and raised $56,000 in both on-air and online donations. To date, WRAL-TV's total on-air and online fundraising efforts have exceeded $100,000. Additionally, WRAL-TV sent staffers on the most recent April 6 flight to document the trip to Washington and share veterans' poignant personal stories in remembrance of the sacrifices they made. WRAL-TV also recognized the WWII veterans with a documentary called "Stories of Honor." Click here to watch the documentary.

WDNB-FM Recognized for Outstanding Community Spirit and Sullivan County Pride
The Sullivan County Chamber of Commerce recently awarded Bold Gold Media-owned WDNB-FM Liberty, N.Y., the Sullivan County Distinguished Service Award. Each year, the Sullivan County Chamber of Commerce recognizes one local business for excellence in business and community spirit. Upon winning the award, WDNB-FM Thunder 102 Market Manager and General Manager Paul Ciliberto said, "This award is the result of community service between Thunder 102, our listeners, partner businesses and stars from the Nashville country music community, and we are proud to accept this award on their behalf."
WWST-FM Radiothon Draws $200,000 for Knoxville Children's Hospital
Journal Broadcast Group-owned WWST-FM Knoxville, Tenn., held a radiothon recently for East Tennessee Children's Hospital. The event was hosted by the station's morning show, "Mac and Kim and Frank in the Morning," and aired live from the local West Town Mall from 6 a.m. until 6 p.m. In just 12 hours, WWST-FM raised $227,226 in funds that will be used to purchase equipment to help Children's Hospital care for its patients.
Radio Stations Encourage Residents to File Gulf Coast Claims
Northwest Florida radio broadcasters recently organized a half-hour radio program that updated listeners about the Gulf Coast Claims Facility (GCCF) filing procedures in the wake of the BP Gulf Coast oil spill, including how to file initial claims and what to do if a claim has been denied. The project was organized by Dave Cobb, general manager of Sunshine Broadcasting. "The BP oil spill hurt the economy of Northwest Florida," he noted. "Radio stations have come together to promote the importance of filing and [if denied] refilling claims to Ken Feinberg's GCCF organization." Many Northwest Florida radio stations also began a 60-day radio advertising campaign that encourages Floridians to file claims. Thus far, radio stations have donated $192,018 in airtime to this initiative.

Citadel's 37th Annual Variety Telethon Raises More Than $3 Million for Children's Charities
Citadel Communications-owned WOI-TV, Des Moines/Ames, Iowa, KCAU-TV, Sioux City, Iowa and WHBF-TV, Rock Island, Ill., combined to host the 37th Annual Variety Telethon in March, raising $3,016,441 to support the local children's charity. Since its inception on WOI-TV in 1975, the Variety Telethon has raised more than $84 million. Through the generous support of individuals and the corporate community, the Variety telethon has provided funding for capital projects, essential medical equipment and special programs to more than 300 charities throughout Iowa and neighboring states and has put more than 400 "Sunshine Coaches" on the road transporting children to new adventures.

Broadcasters Provide a Lifeline During Storms, Reach 30+ Rating with Coverage
Last week, as severe storms and tornadoes moved across the Cincinnati/Northern Kentucky DMA, the area's four local broadcast television stations were live on air, commercial free, until nearly 3 a.m. providing weather updates and information to keep their viewers safe. According to Nielsen, between 1 and 2:30 a.m. the four local stations had a combined household ratings of more than 30. To put that in context, more people were awake from 1 to 2:30 a.m. watching weather coverage provided by local broadcasters than would be watching a Sunday afternoon Bengals game. Scripps Television-owned WCPO-TV, Cincinnati's ABC affiliate, had a household rating of more than 10 between 1 and 2:30 a.m., the second highest rated programming of the day only behind "Dancing With The Stars."
WSET-TV's "Here to Help Kids" Campaign Continues to Support Development of New Pediatric Hospital Unit
Allbritton's WSET-TV Lynchburg, Va., continued the station's "Here to Help Kids" campaign to raise money for an 11-bed Pediatric Center at Lynchburg General Hospital. WSET-TV recently hosted a fundraiser at the ESPNU "Bracket-Buster" basketball game between the Liberty Flames and the Iona Gaels, both members of the Metro Atlantic Athletic Conference, at Liberty University. Five dollars from each ticket sold went to the WSET-TV's "Here to Help Kids" project. The basketball game netted $3,375 in proceeds for the campaign.

Newport TV's Wichita Stations Bowl for Kids in Kansas
Newport Television's KSAS-TV and KMTW-TV Wichita, Kan., participated in the annual Big Brothers Big Sisters Media Bowl for Kids' Sake. Dozens of local radio and television personalities attended the bowling event and competed to raise the most money for Big Brothers Big Sisters, which serves more than 6,500 children across Kansas each year. With more than $1,000 in donations, Team KSAS-TV and KMTW-TV collected the most money and helped the event draw more than $23,000 for the organization.

KTVL-TV Celebrates 25 Years in Partnership With Medford, Ore., Elementary School

Freedom Communications' KTVL-TV Medford, Ore., and Medford's Kennedy Elementary School celebrated the 25th Anniversary of their School-Business partnership at Medford's Pear Blossom Festival. Teachers and students from Kennedy joined KTVL staff to create and man a float commemorating this milestone. Over the past quarter of a century, Kennedy and KTVL have been working together for the betterment of the students and staffs, both at the school and the station. Over the years there have been numerous partnership events and activities, including several "TV station vs. Teachers" fundraising basketball games, celebrity guest readers at the school "Read Across America" days, behind-the-scenes TV station tours as a reward for outstanding achievement by students, educational PSAs created by students and broadcasted on KTVL.

Third Annual CanDo! Food Drive Raises 36,938 Pounds of Food for Eugene, Ore., Families

Fisher Communications' KVAL-TV in Eugene, Ore., and its sister stations, KCBY-TV Coos Bay and KPIC-TV Roseburg, part of the Fisher Broadcasting's family of stations, recently held their third annual CanDo! Food Drive across Oregon. KVAL's campaign culminated in a live remote broadcast on March 30, with 49 cut-ins from three locations starting at 5 a.m. and ending at 6:30 p.m. Food for Lane County's Media Coordinator Dawn Marie Woodward, noted, "The drive not only brings in much needed food, but equally as valuable is the public awareness it brings to the issue of hunger in our community." KCBY-TV and KPIC-TV held similar CanDo! Food Drives resulting in another 18,500 pounds of food for their respective communities. Thanks to generous viewers, the food donated provided more than 14,500 meals for area residents.

WSBT-TV's "I Love To Read Challenge" Encourages Indiana Kids to Open a Book
Shurz Communications-owned WSBT-TV Mishawaka, Ind., has been committed to supporting the teachers, students and parents in its viewing area since 1997 in their challenge to improve and encourage reading skills for young people. WSBT's "I Love To Read Challenge" is an annual month-long reading contest that has become an anticipated event among elementary schools in the area. Teachers from across WSBT's viewing area register their classrooms, and students are then supplied with daily log sheets to track how many minutes they spend reading each day. Several schools are featured daily, and parents, teachers, students, friends and family are encouraged to vote online and by phone for their school. Every day, the winning school receives a visit from one of WSBT's news anchors who talks with the kids about the importance of education and the joy of reading. The winning classroom is also featured on the evening newscast.

New West Broadcasting Raises $28,000 for Japan Disaster Relief
New West Broadcasting Corporation's five Hawaii radio stations, KWXX-FM Hilo, KWXX-FM Kona, KNWB-FM Hilo, KMWB-FM Kona and KPUA-AM Hilo, hosted a 12-hour marathon broadcast that raised $28,000 for the American Red Cross Japan Earthquake and Pacific Tsunami Relief effort. New West employees, along with volunteers from the American Red Cross, the local Waiakea High School and the broader community manned posts outside three KTA Super Stores from 6 a.m. – 6 p.m. New West DJs broadcasted live from the grocery stores throughout the day encouraging Big Island residents and visitors to stop by to make a donation to the Relief Fund. "We are so grateful to the New West Broadcasting Corporation for their compassion in this time of great tragedy," said Coralie Chun Matayoshi, CEO American Red Cross, Hawaii State Chapter. "Their efforts in raising much needed funds for this effort will help us save lives and give hope to those in need."

Fisher Communications Develops Multipronged Approach to Raise Japan Relief Funds
Fisher Communications Inc., in partnership with the Red Cross, launched a fundraising campaign to help the victims of the earthquake and tsunami in Japan via Fisher's television, radio and online media properties across six markets and all of the company's online and mobile platforms. To date, the company has collected more than $550,000 in funds that will support the Red Cross' relief work and other disaster management experts to continue to deliver food, shelter and emotional support to those in need in Japan. Randy Hutson, CEO of Seattle Red Cross said, "The fundraising effort launched between the Red Cross and Fisher Communications is one of the most successful I've seen during my time with the Red Cross. The idea was created and launched within days of the disaster and the amazing work of both Fisher's staff and Red Cross volunteers made it happen! The multi-faceted nature of the campaign enabled us to reach people not only through television, but radio and the Internet, providing a lot of flexibility for the general public."
San Antonio's KAJA-FM Collects More Than $407,000 for St. Jude Children's Research Hospital
Clear Channel-owned KAJA-FM San Antonio, Texas helped raise money for St. Jude Children's Research Hospital during a two-day radiothon. The station successfully raised $407,236 during the 28-hour event, which represents an increase of almost $100,000 from KAJA-FM's total last year. Over the past two years, the San Antonio station has raised more than $714,000 for St. Jude Children's Research Hospital, which is internationally recognized for its pioneering work in finding cures and saving children with cancer and other catastrophic diseases.
Five Cumulus Radio Stations Help to Feed 56,000 Nashville Residents
Cumulus Radio's five Nashville stations, WWTN-FM, WQQK-FM, WSM-FM, WRQQ-FM and WNFN-FM, hosted their fourth annual radiothon to raise money for the Nashville Rescue Mission. Each Cumulus station went commercial-free from 5 a.m. to 7 p.m. on March 16, with the goal of raising enough money to provide 56,000 meals to Nashville's homeless. Throughout the day listeners dropped off donations and called in pledges. By the end of the radiothon, Cumulus successfully surpassed its goal. Mark Sullivan, senior vice president and general manager of Cumulus Nashville said, "We are proud to have been a part of something amazing and issuing a call to action that will make a real impact on the Nashville community." Nashville Rescue Mission's President and CEO Don Worrell was quick to thank the stations. "We are grateful for Cumulus Broadcasting's efforts on behalf of the poor and hurting of our community. The outpouring of generosity from this year's event will provide over fifty-thousand meals to hungry men, women and children arriving at our doors seeking help."

In Full Dress, KXKC-FM Staff Walk to End Sexual Assault
Ray Robicheaux, his brother Tyler Robicheaux and Promotion Director Daniel Hawkes of Citadel Broadcasting's KXKC-FM Lafayette, La., recently participated in the Walk a Mile in Her Shoes March for rape prevention. The mission of the walk is to create a unique and powerful public experience that educates individuals and communities about the causes of sexualized violence and provides prevention and remediation strategies. KXKC-FM promoted the event by inviting listeners to vote for the dress Ray would wear to the walk. Listeners were encouraged to join Ray and the stations' team to support the campaign to end sexual assault.

KOBI-TV Campaign Uncovers the Effects of Child Abuse in Oregon
California Oregon Broadcasting Inc.'s KOBI-TV Medford, Ore., hosts an ongoing initiative entitled "Don't Turn Away," which builds awareness of child abuse and its effects to the broader Southern Oregon community. In partnership with the Mail Tribune and the Jackson Country Child Abuse Network, "Don't Turn Away" provides news coverage of local instances of child abuse, a list of the warning signs in a child of possible abuse, experts' tips for ending this mistreatment in the community, as well as local resources for seeking help.
KUSI-TV Uncovers Dangers of Oxycontin Drug Abuse for San Diego Viewers
McKinnon Broadcasting-owned KUSI-TV San Diego, Calif., recently launched an outreach initiative to address drug abuse and the addictive prescription medication, Oxycontin. In 2007, 5.2 million kids reported using prescription drugs, while most of their parents were unaware. To combat this growing number, KUSI-TV developed a series of reports and a two-hour news special that explored the ways Oxycontin hurts individuals, families and communities. Station anchors, Allen Denton and Sandra Maas, hosted the eye-opening documentary which included numerous personal testimonials, a live help line for viewers and information for parents and teens to obtain help in fighting addiction.

LIN's WTNH-TV Builds Awareness of Texting While Driving Danger With W82TXT Campaign
LIN Media-owned WTNH-TV New Haven, Conn., recently launched the W82TXT (Wait to Text) community awareness initiative that encourages drivers not to text while behind the wheel of a car. The National Highway Traffic Safety Administration (NHTSA) finds drivers who text are six times more likely to cause an accident than intoxicated drivers, making texting the most dangerous form of distracted driving. As part of the campaign, WTNH-TV is handing out red thumb bands with the W28TXT message. The bands serve as a reminder for drivers to focus on the road and avoid messaging while in their cars. WTNH-TV's traffic reporter Teresa LaBarbera recently visited a local car wash to distribute W82TXT bands. Station Vice President and General Manager Mark Higgins said, "This campaign will augment [WTNH-TV's] commitment to producing stories relevant to the safety and well-being of our viewers. Simply waiting to text could prevent numerous accidents and have a positive effect on our community."

NAB Public Service Partner Spotlight on Mothers Against Drunk Driving
Research has shown that parents are the number-one influence on their child's decisions about drinking. In response, Mothers Against Drunk Driving (MADD) has developed the Power of Parents, It's Your Influence™ program to equip parents with the tools to talk with their teens about underage drinking. PowerTalk 21 is the national day for parents to start talking with their kids about alcohol, using the Power of Parents handbook as their guide. Parents can get the free handbook by clicking here. PowerTalk 21 day occurs during Alcohol Awareness Month and in advance of prom and graduation season – a time when teens may encounter alcohol – providing families with an opportunity to have an important conversation at what may be a critical time. MADD also encourages families to have on-going conversations year-round to prevent underage drinking.

Learn More

Click here to learn more about broadcasters' community service initiatives and nonprofit partnerships.

Send Us Your Stories
If your station has a great public service campaign that should be recognized, email Allison Kreutzjans, manager, Public Service Initiatives or call (202) 429-5448 with details. Follow NAB Public Service Initiatives on Twitter: @BroadlyServing