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When Thirteen first signed on the air in 1962, it provided a unique and necessary alternative to the three big commercial networks that dominated the broadcast spectrum.
Forty years later, Americans have a galaxy of entertainment and information choices at their fingertips. Hundreds of cable and satellite channels, thousands of Web sites, DVDs, digital video recorders, and a host of other dazzling new media compete for the attention of today's viewer. And in this explosive and ever-changing new universe of media options, there is a notable constant -- Thirteen remains unique and necessary.
Over the past four decades, Thirteen has carved out a singular space in the American media landscape by uniting technology with an enduring public service mission -- a mission that grows more important with each passing year. While the number of media outlets has skyrocketed, the diversity of viewpoints aired is actually narrowing. As commercial media companies combine and recombine into global conglomerates, fewer voices are participating in the marketplace of ideas.
In this environment, Thirteen plays an essential role.
A local broadcaster with deep ties to its community, Thirteen is one of the few places where a great range of voices continues to be heard, strongly and clearly.
A major producer with a strong national and international presence, Thirteen brings those voices to America and the world. Today, when the media have largely become a commodity to accrue to the bottom line, Thirteen continues to pursue a standard of quality that cannot be measured in dollars and cents. The fine concerts seen on Great Performances, the unique viewpoints expressed on Religion & Ethics NewsWeekly, the hard-hitting international documentaries that make up Wide Angle -- these are programs that might not bring in the ad dollars that commercial and cable media demand. But what they bring to the mind and spirit is beyond measure. They deserve to be seen, and thanks to Thirteen, they can be.
But Thirteen's unique contribution doesn't stop there. A pioneer and innovator from its earliest days, Thirteen continues to find new ways to serve a diverse public with imaginative opportunities for lifelong learning. Take Thirteen's hit new kids' series Cyberchase. By launching a Cyberchase companion Web site full of math-based games and adventures, Thirteen has introduced an exciting interactive element into the viewing experience -- with tremendous success. In its first eight months, Cyberchase Online drew more than 10 million users. The site also serves as a model for the kind of interactivity that will soon become standard in digital television systems.
It is through innovation like this -- and the traditional public service mission that drives that innovation -- that Thirteen remains such a vital feature in the new media landscape. Behind the mission, of course, is a remarkable team. Throughout the daunting trials and not insignificant triumphs of this year, the management and staff of Thirteen have worked with diligence and dedication to keep Thirteen going strong. By the same token, my colleagues on the Board of Trustees have been magnificent in their continuing commitment to this great institution. Thankfully, during such a challenging year, we were able to count on the many strong individuals, foundations and businesses that make Thirteen such a vital public/private partnership.
As we push ahead with new plans, such as our merger with WLIW21 and our new digital channels, Thirteen continues to set itself apart from all other forms of television. That difference -- the Thirteen difference -- is one that our viewers see every day. It's a difference they have been cherishing for four decades.
Steven Rattner
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