PBS is featuring local content from member stations and full television episodes from series across several mobile platforms, making its educational programs available for viewing on the go.

The launch of PBS.org for mobile coincides with the release of PBS for iPad, and the upcoming introduction of the PBS application for the iPhone and iPod touch. These efforts continue the organization?s transformation into a multiplatform media company, with content for TV, mobile, the Web and interactive whiteboards in classrooms.

?Our strategy is to use new platforms to serve our loyal fans and to attract a new audience we call the brand fans,? said Jason Seiken, senior vice president of interactive product development and innovation at PBS, Arlington, VA.

?Once we?ve engaged this audience through new platforms, the goal is to grow revenue streams for local stations and PBS,? he said. ?So far, the strategy is working. We?re attracting a new audience, with the average PBS.org user being 35 years old, according to comScore."

PBS saw 89 million videos streamed last month across its sites, according to comScore.

And since the launch of its video platform last year, PBS' non-kid site users are watching 22 minutes per video.

So people are definitely engaging with PBS video. And online sponsorship revenue is up 80 percent in the past year, with engagement starting to lead to revenue.

PBS reaches more than 118 million people through TV and nearly 21 million people online for content revolving around science, history, nature and public affairs.

Reach people of all ages
A secondary goal of PBS? strategy is to bust the myth that PBS is just for older people.

People who use PBS applications will find dozens of performances from musicians ranging from Jimmy Cliff, Them Crooked Vultures, Spoon and Elvis Costello.

The company also has Web-original video ranging from futuristic short-form drama to Secret Life of Scientists from Nova.

The first full episode of the multi-part series Circus will premiere on PBS for iPad.

The episode is available for streaming in advance of the broadcast premiere.

These new digital products build on successful initiatives that have launched over the past 18 months and include the introduction of a local-national video player.

The video player features more than 4,700 hours of full episodes, spanning all genres of the organization?s programs.

PBS Kids currently offers six iPad and iPhone applications for children in the App Store, a subscription-based teaching tool for home and classroom, and a suite of interactive whiteboard activities and nearly 1,000 free, educational games.

Mobile PBS.org
The new PBS.org claims it is the first major media Web site to fully integrate local content on a national platform.

Member station and partner content is now featured alongside national productions as part of the homepage, topic pages, special features and series sites.

PBS.org is automatically localized so visitors can view video, TV schedule information and content that is specific to their community.

PBS for iPad, iPhone and iPod touch
The new applications for the iPad, iPhone and iPod touch deliver calendar and scheduling details, promotional highlights and full-length videos.

The PBS application for the iPhone and iPod touch will help viewers stay connected with their local station and will permit them to watch previews of the day?s program highlights, video shorts and full episodes.

Although PBS has not spent a dime on marketing, within 24 hours the PBS iPad application was the No. 1 most popular free application in the iTunes store.

PBS got the word out by using social media such as Twitter and Facebook.

?Sponsors have shown tremendous interest in our PBS Parents inventory, which is sold out at high CPMs most months," Mr. Seiken said. "We recently made pre-roll inventory available on PBS.org and will be adding it to our mobile apps.

?We hear from sponsors that they really like the uncluttered environment on PBS.org and on our mobile apps,? he said. ?Being non-commercial, we don?t deluge users with sponsor messages ? and that actually works to the sponsor?s advantage.

?We will have a persistent branding banner and occasional video interstitials on the iPad app and a more traditional transactional model with small banners for the iPhone and iPod touch. We?ll be adding some pre-roll to video on the apps, but do it in a way that?s not intrusive to the consumer experience.?