Page 59 - HBR Leader's Handbook: Make an Impact, Inspire Your Organization, and Get to the Next Level

Developing a Strategy 49

historically high-quality programming, especially with the deci-
sion to target higher engagement among children, including more
lower-income households (via broadcast) and a growing population
attracted to online streaming (via digital).

• There were also opportunities to expand PBS’s reach to certain
community institutions (such as hospitals, where children were up
at odd hours watching television).

• Member stations had spectrum available that they would use to
broadcast this programming around the clock to their communi-
ties, and a significant number were prepared to make a commit-
ment to do so.

• A new 24/7 children’s service could be financially viable if it could
build on existing shows and add digital features incrementally, and
if PBS units outside the kids’ team would prioritize this project
over other initiatives. With this approach, existing budgets could
therefore support the service, as operating units shared both new
development and ongoing operational tasks by working together
more closely.

These recommendations represented some tough choices for PBS and
the team. The success of the initiative would depend on the participation
of a sufficient number of member stations and on PBS’s willingness to
redirect people resources. It would also require PBS to commit to a proj-
ect that would have a permanent impact on the organization’s operating
budget.
The team’s can-do approach, however, encouraged cost-saving col-
laboration and helped smooth over what might have otherwise been turf
battles. Instead of competing for budgets, the members shared resources
to reduce duplication of effort and hiring. The children’s unit cut back de-
velopment of brand-new content, instead relying on existing educational
programming. The digital team focused its efforts on bringing the channel
online via a livestream feed. And engineering prioritized its technical work
to accommodate the new service. Kerger explained some of the choices