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BBG Adopts New Mission Statement, Strategic Plan; Sets Aggressive Audience Goal

[ 1 ] October 14, 2011 |

At the October 13 meeting, the Broadcasting Board of Governors adopted a new five-year strategic plan designed to reform and grow U.S. international broadcasting…

Titled “Impact Through Innovation and Integration,” the BBG’s 2012-2016 strategic plan aims to make the broadcaster the world’s leading international news agency by 2016, focused on both mission and impact, and targeting a 50 million worldwide audience gain.  The plan calls for the establishment of a global news network and development of new delivery and anti-circumvention technologies.

The plan also recommends:

* the streamlining of management,
* the evaluation of the possible back-end consolidation of the three grantee networks (Radio Free Europe/Radio Liberty, Radio Free Asia, and Middle East Broadcasting Networks) into one organization (while retaining the individual brands),
* exploring possible de-federalization of the federal agency components,
* ending language duplication between broadcast entities,
* modernizing distribution mechanisms to reflect the media audiences prefer, and
* repealing the ban on domestic dissemination of BBG programs contained in the 1948 Smith-Mundt Act.

The plan calls for the agency to focus not only on generating outstanding content but also embracing content generated by its audiences and creating an environment in which the broadcasters and audiences can interact.

To reflect the dual focus, the Board adopted the following new mission statement:

To inform, engage and connect people around the world in support of freedom and democracy.

“This plan is a response to the ever-changing world we live in,” said BBG Chairman Walter Isaacson. “To retain and increase our audiences and impact, we have to be smart and capitalize on the opportunities of digital integration and audience engagement.”

The plan, expected to be released October 19, comes after a year-long strategic review of U.S. international broadcasting that focused on the mission and roles of individual language services, changing media consumption habits, distribution challenges, as well as issues related to U.S. National Security and Public Diplomacy.

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Category: Distribution, International Broadcasting News, Mission, Strategic Review

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  1. […] summary of the plan can be found in this previous post, and Isaacson’s full remarks, as written, can be found […]

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