Vision
CMU Public Broadcasting strives to be a positive influence in our communities. We work to be responsive to the needs of our viewers and listeners and to be the recognized source in central and northern Michigan for:
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Identifying important issues in our communities and offering programs and services that empower individuals to make informed decisions. |
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Presenting unique performance programs that offer a comfortable alternative to other programming. |
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Values
CMU Public Broadcasting embraces cultural diversity and provides a forum to better understand our rich heritage.
We believe that education is essential to improving our future and that lifelong learning is desirable and necessary.
We believe an informed public is better equipped to make decisions on the social issues that face our communities.
WCMU and CMU 2010
Central Michigan University has completed CMU 2010, an institution-wide strategic plan to guide its future for the next several years. The fourth initiative of the CMU 2010 vision plan provides clear direction on the role of CMU Public Broadcasting.
- Provide service for the public good. The university’s sense of community extends beyond our campuses to the entire state of Michigan and beyond. Our Core Values recognize that as an institution of higher learning we have an obligation to serve the public interest. . . .Our institution meets that challenge by . . . . improv(ing) the quality of life in communities, . . .
Strategy 1: Sustain the quality and scope of those public outreach and service efforts that are of high quality and visibility. CMU’s proud heritage and recognized leadership in the area of public outreach will be maintained through support and promotion of existing programs that are strong and well-known to the public. . . . well-known programs that would be continued as part of this priority are CMU Public Broadcasting . . .
CMU Public Broadcasting will play a major role as one of the principal public service components of the university in coming years. We strive to improve the lives of residents in our communities in many ways – by serving as a primary information source, an arts advocate and preservationist, and a friend to children.
WCMU prides itself on presenting a balanced schedule of thoughtful programs that have the potential to change lives. Yet, even though we are known for our outstanding programs – we are much more than just a television and radio station.
Our commitment to non-broadcast outreach projects, such as our Ready To Learn initiative to help parents and educators prepare young children for success in school, sets us apart from commercial broadcast stations. We work to be responsive to the needs of our listeners and viewers by listening to them, identifying important issues in our communities and offering programs and services that empower individuals to make informed decisions.
As we enter into the age of digital broadcasting, television and radio are only two of the means by which WCMU delivers information to our community. Today, WCMU uses digital technology, the Internet, interactive CD-ROMs, DVDs and good old-fashioned face-to-face meetings to exchange ideas, promote lifelong learning and enrich lives.
We believe that the future of public broadcasting lies in its unique ability to provide local content in creative, educational and entertaining ways. That is why we have increased our commitment to local programming and why our productions and community projects reflect and respect the values and interests of central and northern Michigan residents.
Key components of our future plans are 1) equipping a mobile production studio that will serve both television and radio, 2) completing the conversion to digital television, and 3) exploring conversion to digital radio for selected radio stations. In all of these areas, our success will depend on our ability to obtain external funds through either federal grants or significant donor support beyond that required for operations.
2006-2008 Initiatives
Television
Expand our commitment to local programming, to include projects produced by our staff and through our affiliations with top quality independent producers. Local productions will include not only such current programs as Quiz Central, Inside Central, The CMU Coaches Zone, Ask the Specialists and Capital Report, but also special programs focused on issues critical to our communities. Several projects with independent producers have the potential for nationwide distribution and to further broaden and enhance the image of Central Michigan University.
Continue to investigate opportunities for digital multicast & datacast programming to serve a wide range of institutional users, including public schools, homeland security, staff training at state offices, etc.
Radio
Expand the connection between the university and WCMU, and bring prominence to university departments, by utilizing university resources and expertise and promoting CMU on air. Current radio programs that utilize university resources include Children’s Books: the Dean’s List, hosted by College of Fine Arts professors Dr. Sue Ann Martin and Dr. Karen Adams and Central Stage, which features School of Music performances, hosted by Dr. Sue Gamble. CMU Public Radio also airs academic department promotional announcements, and features the expertise of faculty and staff in network news stories.
In cooperation with University Events, Bring CMU to local communities throughout the coverage area by expanding the Our Front Porch concert series.
Continue emphasis on developing local partnerships with appropriate non-profit arts and culture organizations.
Study the need for conversion to digital radio (”HD Radio”) for some or all FM stations.
Outreach
Continue to invest substantially in outreach activities that are designed to improve the lives of residents in our communities, using the recommendations of our advisory committees. These projects may take the form of partnerships with local nonprofits, participation in local events & activities, or they may involve seeking external funding to address issues facing local communities. Ready To Learn will continue to be a major underpinning of our outreach efforts. In addition, health care, and related topics, will continue to be a major priority for WCMU. WCMU will also utilize university expertise, when possible, and investigate appropriate local outreach opportunities that will expand Central Michigan University’s reach in central and northern Michigan.
Continue to cultivate current relationships and develop new partnerships with business leaders and advisory committees in central and northern Michigan communities, including Alpena, Traverse City, Midland, Mt. Pleasant, and Petoskey.
2008-2010 Initiatives
Many of the initiatives for this period depend on our ability to acquire sufficient funds to equip a mobile production studio. When completed, this facility will serve as the primary production control center for in-studio television productions, as well as on-location television and radio productions.
Television
- Utilize our experienced local production staff and the mobile production studio to obtain outside production projects which may or may not result in broadcast.
- Explore opportunities for partnerships with area colleges, including CMU’s extended learning program, for delivery of college courses through a combination of digital broadcast and on-line services.
- Begin “Video On Demand” programming to selected audiences. These could include education programs to home-schooled children, state employees, correctional facilities, etc.
- Expand the use of multicasting/datacasting as the market for such services develops.
Radio
- Prioritize and begin build-out of digital radio at selected stations.
- Develop a program strategy for the second digital channel.
- Develop and implement a strategy for adding a new FM station in Traverse City.
- Seek additional local sponsorships to further connect CMU to local communities.
Outreach
- Secure major sponsorships with community organizations, including hosting of major events in selected cities, with live broadcasts on TV or radio.
- Use multicast/datacast capabilities to secure and complete outreach grants that benefit the university and communities.
- Continue to match programming with local community needs and seek external funding for related projects.
- Seek permanent funding and support for Ready To Learn, as federal funding is eliminated.
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