Broadcasters' Public Service
Licensed to Serve – May 2012
Share this story with your network:  Share on LinkedIn  Share with AddThis

NAB's Licensed to Serve newsletter provides a sample of noteworthy stories that illustrate the many public service activities broadcasters organize on any given day across the country. From arranging record-breaking toy and food drives to providing free air time for political campaign coverage, broadcasters' continual commitment to their communities is showcased in Licensed to Serve.

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.

Community Service Around the Country
Syracuse Stations Team Up to Curb Child Abuse
In recognition of April as National Child Abuse Prevention Month, television stations across Syracuse partnered with the McMahon/Ryan Child Advocacy Center to raise awareness of physical, sexual and verbal abuse of children. Several television stations collaborated on an hour-long special entitled, "Protecting Our Children," which stations aired on April 25. "We all know that news stations compete," noted one local anchor, Julie Chapman, "but this issue is so important, that we decided to come together to let people know that we all care about our community and of course, our kids, and that there are resources out there where we can all do our part to stop child abuse." Click here to watch a video about the stations' efforts.
KWCH-TV Uses Multi-Platform Approach in Tornado Coverage
Shurz Communication-owned KWCH-TV Witchita's Storm Team 12 sprang into action when numerous tornadoes touched down in Kansas on April 14. The station's meteorologists cut into regular programming on KWCH-TV's main channel and its digital multicast channel. The station then moved into 24.5 hours of continuous storm coverage with KWCH-TV's team of storm chasers capturing the weather firsthand. KWCH-TV provided live updates throughout coverage of the storm and sent out more than 64,000 text messages to viewers who subscribe to storm alerts. The station also compiled information for the KWCH12 App for Android and iPhone as well as for the KWCH-TV website. Video of KWCH-TV's multiplatform storm coverage is available here.

WSET-TV Creates Storm Warning Program
Allbritton's WSET-TV in Lynchburg, Va., produced a 30-minute special weather program titled "Storm Warning! Preparing for Tornado Season" in conjunction with Tornado Preparedness Day in Virginia. The program, hosted by Chief Meteorologist Sean Sublette, was dedicated to providing safety tips and other information to help viewers make the best possible decisions for their families in the event of severe weather. The program aired on WSET-TV twice, and was posted on WSET-TV's website and used in several local classrooms.
Cox Stations Collect Supplies for Tornado Clean-up Efforts
When tornadoes ripped through parts of Oklahoma, broadcasters responded quickly to aid in the recovery efforts once the storm passed. Cox Media Group's radio stations in Tulsa, KRMG-AM/FM, KRAV-FM, KWEN-FM and KJSR-FM, coordinated efforts to collect supplies for the recovery. Listeners donated batteries, gloves, trash bags, dust masks and other items for the clear-up efforts. All items were donated to the local Salvation Army chapter.

WXIA-TV Helps Atlanta School Collect Supplies After Tornado
Gannett Broadcasting's WXIA-TV Atlanta immediately answered Paulding County's Poole Elementary School's call for help after tornadoes destroyed part of the building, leaving a damaged roof and limited supplies for students. WXIA-TV broadcast live from the school and encouraged viewers to come by and drop off school supplies. Gannett Broadcasting donated $5,000 to Poole Elementary to assist the school in its recovery. Click here to see video from the event.

NBCUniversal and Comcast to Hire 1,000 Veterans
NBCUniversal and Comcast recently announced they will hire 1,000 U.S. veterans over the next three years as part of the "NBC News: Hiring Our Heroes" campaign. The focus of the company-wide program, in partnership with the U.S. Chamber of Commerce, is to help get U.S. veterans back into the American workforce. "We are so proud of our veterans and are humbled by the sacrifices they've made for this country," said NBC News President Steve Capus. "As journalists, we are committed to telling their stories and as a company we're committed to helping with their transition back into the workforce."

NCAB Hosts Celebration for Vietnam Vets
In a partnership with the USO North Carolina, the North Carolina Association of Broadcasters hosted the Welcome Home Vietnam Veterans Celebration at the Charlotte Motor Speedway. Nearly 70,000 people attended the day-long event. Veterans, their families and community members were invited to enjoy a day of entertainment, including The Charlie Daniels Band, George Clinton and the 82nd Airborne Division "All-American" Chorus. The Department of Veterans Affairs also provided health assessments for veterans. The event was covered live by radio and TV stations across North Carolina.

NAB Show Attendees Assemble Donations for Military Overseas
NAB Crystal Award finalists and NAB's Public Service division joined Operation Interdependence for a packing party at NAB Show last month. The event was a great success, with numerous broadcasters, exhibitors and conference attendees assembling more than 500 civilian rations for service members stationed overseas. The Crystal Award finalists collected hundreds of t-shirts, candy, sports equipment, personalized cards of encouragement and other items for the packing party. Six service members based at nearby Nellis Air Force Base assisted in the packaging of individual rations. All participants were invited to sign a banner thanking America's military men and women for their service to our country.

NAB Public Service Hosts Nonprofit Partners at 2012 NAB Show
NAB's Public Service division was pleased to host numerous nonprofits, government agencies and content distributors at the 2012 NAB Show. Representatives from the Ad Council, the Corporation for National and Community Service, Rotary International, National Crime Prevention Council, SCORE, TV Access, the Causeway Agency and PlowShare were onsite, providing radio and TV public service announcements (PSAs), brochures and other informational materials to broadcast attendees. On April 17, the American Institute of CPAs "spokes-pig" Benjamin Bankes made an appearance at the Public Service Booth. Benjamin was a big hit, encouraging conference attendees to remember to save for their retirement.

WLTX-TV Hosts E-Cycle Event for Columbia, South Carolina Community
Gannett-owned WLTX-TV Columbia, S.C. recently partnered with the Richland County Solid Waste division for a day-long E-Cycle event. Viewers were invited to drop off their old TV sets, computers, microwaves and other electronics to be recycled in the WLTX-TV parking lot. A local shredding company was also onsite to dispose of sensitive documents and old tires. In total, more than 1,400 vehicles came to the station. Six tractor trailers of electronics were filled and more than 30,000 pounds of old tires were shredded. Because of WLTX-TV and this event, materials that would have otherwise ended up in landfills in the community will be recycled.

WSBT Radio and TV Host Scout Day
Schurz Communications' WSBT-TV and WSBT-AM Mishawaka, Ind., recently opened their doors for "Scout Day at WSBT." Boy and Girl Scouts from across the area were invited to come and tour the studios, meet some of the news and weather talent and see the daily operations of TV and radio stations. More than 300 scouts attended the event with their parents and troop leaders. A number of WSBT Radio and TV staff volunteered on Saturday to give the kids the opportunity to learn about the TV master control room, take a look at the news and radio sets and be filmed in front of the Chroma Key wall.

Citadel Stations Host Variety Telethon, Raise $3 Million for Kids
Citadel Communication's WOI-TV Des Moines, KCAU-TV Sioux City and WHBF-TV Rock Island, Ill. recently held the 38th annual Variety Telethon. Variety, the Children's Charity, reported $3,020,817 in pledges were raised this year. Variety's first telethon in 1975 raised $150,000 for one grantee organization, the Blank Children's Hospital. Now, 38 years later, Variety has raised more than $90 million in donations, which have been granted to agencies serving children across the State of Iowa. Thanks to the cast members, volunteers and donors who support Variety during the telethon and throughout the year, Variety is able to raise much needed funds for Iowa's children.

CBS Radio's WNKS-FM Raises Money for Young Girl
CBS Radio's WNKS-FM Charlotte recently changed its name to "Victoria 95.1 FM" for a day to honor Victoria Waters. Victoria is a local five year-old girl who was born premature and has been fighting for her life ever since. WNKS-FM's John Reynold's noted, "Not only are we naming the station after her for a day in celebration of her strength and courage, but this day is about our listeners who will be able to give back to Levine Children's Hospital, which has given so much to this community." WNKS-FM's listeners were invited to make song requests throughout the day in exchange for a donation to the local hospital. In just 12 hours, the station raised more than $18,000.

KZZL-FM Broadcasts Live from Washington State University Career Expo
Inland Northwest Broadcasting's KZZL-FM Pullman, Washington, recently donated two weeks of recorded public service announcements for the Washington State University Career, which were broadcast in a full commercial rotation. The expo provides regional students with exposure to potential career, internship, service and graduate school opportunities. KZZL-FM also broadcasted live from the event and hosted a recruiter booth where students interested in pursuing a career in broadcasting could learn more about the station. At this year's event, 1,100 students met 96 different companies.

Legendary Radio Duo Reunites for Pet Emergency Preparedness PSAs
Larry Lujack and Tommy Edwards, the legendary duo behind the Animal Stories radio series, recently reunited to develop a series of public service announcements that highlight the importance of pet preparedness. Two hundred radio stations across Illinois will run the PSAs sponsored by the Illinois Emergency Management Agency, in partnership with the Illinois Broadcasting Association. "These radio spots are really fun and will help us catch the listener's ear with our message about pet preparedness," said IEMA director Jonathon Monken.
New Sun Safety and USO PSAs on Spot Center
New public service announcements (PSAs) are available on The new campaigns include Out Run the Sun, Inc. and the USO. In recognition of National Skin Cancer and Melanoma Awareness Month in May, Outrun the Sun, Inc. launched a new PSA featuring CNN's Anderson Cooper, encouraging people to "Protect Your Skin. Protect Yourself. Protect Your Life." The USO recently released the Real Heroes campaign, highlighting the real heroes of our country – those who serve in our armed forces. For more than 70 years, the USO has made it their mission to lift the spirits of troops and their families, and these new PSAs reflect that call to action.