WQED Changes Lives:

Nation's First Community-Supported Public Broadcaster Launches Re-Branding

Campaign Built on Legacy of Quality Programming and Community Service

Jul 23, 2007, 01:00 ET from WQED Pittsburgh

    PITTSBURGH, July 23 /PRNewswire/ -- Beginning July 23, WQED, the first
 community-supported public broadcaster in the United States, changes its
 logo, its theme music, refines its vision, and incorporates a comprehensive
 look and communications strategy to reflect what the community has been
 saying for years: that WQED's TV/radio programming, its publications like
 PITTSBURGH magazine, WQED Interactive, and the organization's education
 center have been on the forefront of major changes in broadcast and print
 communications and continue to make a difference in the community. So much
 so that "changes lives" best reflects the impact that WQED has in its
 service territory of Pennsylvania, West Virginia, Ohio, Maryland, and
 around the world.
     "WQED changes lives," said George L. Miles, Jr., president and chief
 executive officer of WQED. "We have a special relationship with the
 community. In doing research for this changeover, time and again people
 told us how WQED helped make their lives better, how it provided
 information and resources to help them learn and, more importantly, to help
 them think.
     "We were told how we continue to stand out and inspire people in an
 otherwise vast wasteland of media choices. We came to the conclusion that
 WQED does in fact change lives for the better," Miles added. "We are the
 first in this market and in this region to be high-definition (HD) in our
 radio and TV studio/field production. And with the expansion of our
 website, no other station in this region or this market offers 1,500 hours
 of programming choices -- national and local -- online. Nor has any other
 media entity been recognized with so many awards -- more than 250 -- for
 radio, TV, publishing, education and other facets of our operations."
     WQED began the re-branding process in May 2006 with a series of
 employee sessions to gauge the impact and legacy that WQED has in the
 community and around the world. Subsequent focus groups with the WQED Board
 of Directors, Community Advisory Board, users/non-users of all of the
 content areas of WQED, and with members/non-members of WQED helped steer
 the process toward what became the final logo, tagline and future direction
 of the organization.
     A true community of talents came together in the process, much like
 when WQED was formed 53 years ago. Lorraine Snebold of Washington, DC, a
 former Pittsburgher who worked at KDKA as the director of
 marketing/programming -- and was the senior vice president of brand
 management at the National Geographic Channel before launching her own
 nationally-respected branding consulting firm -- facilitated the
 re-branding and market research process. The new WQED logo, animations and
 elements were created by 168 Design Group of San Francisco. Owner Jan
 Phillips -- a multiple international-award-winner herself whose company
 creates motion graphic solutions for national and international broadcast,
 cable, syndication, corporate, and commercial clients -- is a native of
 Aliquippa and former art director of KDKA and WTAE. She jumped at the
 chance to work on a project for her hometown public broadcaster.
     Michael Moricz now lives in New York but hails from Moon Township and
 was thrilled to compose the organization's new theme music that will be
 used on air and in other WQED local productions. Moricz was a pianist and
 music director for Mister Rogers' Neighborhood and also worked extensively
 for the Pittsburgh Symphony Orchestra, Pittsburgh Ballet, and the
 Pittsburgh Public Theater. Glenn Przyborski's company, Przyborski
 Productions, while based in Pittsburgh, serves a roster of national
 clients. He specializes in the production of network, regional and large
 scale local television commercials which originate on film or 24P digital
 with final post-production in high- definition (HD-Cam) or
 standard-definition (Digital Betacam) videotape. He personally shot all the
 television interviews in 1080P high-definition for the new campaign.
     Philip Elias and Ronnie Savion of Elias/Savion Advertising -- the
 founders and principals of one of Pittsburgh's premiere advertising
 agencies -- designed the WQED corporate identity package including print
 creative and other collateral materials to mirror the new WQED brand. All
 the elements came together into the new campaign which was edited,
 produced, distributed and will be managed internally by WQED's Marketing
     The first 15 television spots in the re-branding campaign, while airing
 on WQED TV and the WQED Neighborhood Channel starting July 23, can also be
 seen at WQED Interactive by logging on to http://www.wqed.org. Two three
 minute features from the campaign will begin airing in high-definition on
 WQED-HD by the end of July. Listeners to WQED FM 89.3 will also hear
 complementary radio elements of the campaign. Print creative will be
 strategically unveiled over the next several weeks, although initial design
 element changes can be found in the August edition of PITTSBURGH magazine
 which just arrived on newsstands.
     WQED Pittsburgh, honored with the Mid-Atlantic Emmy Award for Station
 Excellence and eight other Emmy Awards in 2006, creates, produces and
 distributes quality programs, products and services to engage, inform,
 educate and entertain the public within its community and around the world.
 It is the parent company of WQED-TV (PBS); WQED-DT; The WQED Neighborhood
 Channel; WQED-HD; WQEX-TV (A Shop NBC affiliate); WQED-FM/Pittsburgh; WQEJ-
 FM/Johnstown; a publishing division that includes PITTSBURGH magazine;
 local and national television and radio productions; WQED Interactive
 (http://www.wqed.org); and the WQED Education Center.

SOURCE WQED Pittsburgh