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Aspen Institute's Board, Trustees, Trustees Emeriti, Key Staff, and Offices and Facilities Are Listed on the Inside Front and Back Covers

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Aspen Institute's Board, Trustees, Trustees Emeriti, Key Staff, and Offices and Facilities Are Listed on the Inside Front and Back Covers DOCUMENT RESUME ED 358 842 IR 054 435 TITLE Assessing the Public Broadcasting Needs of Minority and Diverse Audiences. Report of a Conference of The Aspen Institute's Communications and Society Program (Queenstown, Maryland, April 29-30, 1992). INSTITUTION Aspen Inst., Queenstown, MD. SPONS AGENCY Corporation for Public Broadcasting, Washington, D.C. REPORT NO ISBN-0-89843-126-3 PUB DATE 92 NOTE 56p. AVAILABLE FROMAspen Institute, Communications and Society Program, 1250 Connecticut Ave., N.W., Suite 700, Washington, DC 20036. PUB TYPE Collected Works Conference Proceedings (021) Viewpoints (Opinion/Position Papers, Essays, etc.) (120) Reports Descriptive (141) EDRS PRICE MF01/PC03 Plus Postage. DESCRIPTORS *Audience Analysis; Change Strategies; Cultural Awareness; Cultural Pluralism; Ethnic Bias; Illiteracy; *Intercultural Communication; Low Income Groups; *Minority Groups; Needs Assessment; Programing (Broadcast); *Public Television; Racial Bias; Racial Relations; User Needs (Information) IDENTIFIERS Corporation for Public Broadcasting; *Public Broadcasting ABSTRACT This report is part of the Corporation for Public Broaacasting's triennial assessment of the needs and interests of minority and diverse audiences, including ethnic minorities, recent immigrant groups, adults lacking basic reading skills, and people who use English as a second language. The assessment took the form of a conference which brought together various leaders and experts on the subject groups' needs as they pertain to public broadcasting. This publication consists of a five-part report of the meeting by Fred Guthrie, the meeting's rapporteur, and the following background papers: (1) "Public Broadcasting and the Native Americans" (W. Ron Allen);(2) "Background Statement on Minority Needs" (Ronald P. Andrade);(3) "The Challenge to Public Television Programming to Inform, Entertain, and Empower" (Gordon L. Berry);(4) "Background Statement on Minority Needs" (Antonia Hernandez);(5) "Views of Most Pressing Minority Needs" (Peyton S. Hutchison); (6) "Reflections on Public Broadcasting and Its Responsibilities to Minority Communities" (Wilhelmina Reuben-Cook);(7) "Background Statement on Minority Needs" (John Y. Tateishi);(8) "Minorities and Public Television: A Synopsis of Empirical Research Findings" (Armando Valdez); (9) and "Background Statement on Minority Needs" (James T. Yee). A list of conference participants and the Aspen Institute's Communication and Society Program Policy Statement are appended. The members of the Aspen Institute's board, trustees, trustees emeriti, key staff, and offices and facilities are listed on the inside front and back covers. (KRN) 1EPAATOAENT OF EDUCATION urat,opa, Aosaarrn a-a revowmov tONAL PE SOURCES 4r C5PMATION "ENTER .EP.0 ^ 5 00C ,,,e,?as Dee^ ,e0,00. ot) ns re.ve0 ,^. ve,so, -,qn:a. e gonealenc)e! cnartges aa.t. :see, arle ,OrOcluct,o,, Pa1nt5 vte.00-.0n5 S'a,e0 r ^ 500K v oo not ner.ssa,.., cesent )ER1 oos.t.on Assessing the Public Broadcasting Needs of Minority and I Diverse Audiences PERMISSION TO REPRODUCETHIS MATERIAL HAS BEENGRANTED BY .7:11 sr.:1 TO THE EDUCATIONALRESOURCES IN=ORMATION CENTER (ERIC) The Aspen Institute The Aspen Institute is an international, nonprofit organization. The two basic elements of its program are the Executive Seminars and related activities for corporate executives; and the Policy Programs on issues relating to the governability of contemporary societies. For over 40 years the Institute has brought together leading citizens from the public and private sectors in the United States and throughout the world to consider individual and societal values and issues. Board of Trustees Michael Huffington George Stranahan Chairman. Crest Films. Inc. Founder and Vice President, .4spen Center for Physics Officers of the Board Shirley Hufstedler Haruo Suzuki Hufstedler. Kaus & Ettinger Honorary Chairman. Showa Denko K. K. Bed Bernhard Chairman. Verner. Liipfert. Bernhard. Elmer W. Johnson Alexander B. Trowbridge McPherson & Hand & Ellis President, Trowbridge Partners Chairman of the Board Kinichi Kadono Solomon D. Trujillo David T. McLaughlin Senior Executive Vice President. Toshiba Corporation President and CEO Marketing Resources President and CEO of The Aspen Institute US WEST Tetsuro Kawakami Lester Crown Chairman, Sumitomo Etectnc Industries. Ltd. Paul A. Volcker Chairman. Material Service Corporation Chairman, James D. Wolfensohn Co. Vice Chairman Robert D. Kennedy President and CEO, Union Carbide Corporation Unda J. Wachner John P. Mascotte Chair. President and CEO. Warnaco Inc. Chairman and CEO. The Continental Corporation Yotaro Kobayashi Vice Chairman President, Fuji Xerox Co.. Ltd.. Japan Arnold R. Weber President. Northwestern University Thomas H. Wyman Giorgio La Malta Chairman and CEO, S.G. Warburg Co. Inc. Secretary, Republican Party of Italy Leslie H. Wexner Vice Chairman Leonard A. Lauder President and Chairman, The Limited. Inc. Members of the Board President and CEO. Estee Lauder Companies Clifton R. Wharton, Jr. J. Bruce Llewellyn Chairman and CEO. TIAA-CREF Mervyn L. Adelson Chairman and CEO. Coca-Cola of Philadelphia Frederick B. Whittemore Chairman. East-West Capital Associates Bette Bao Lord Managing Director, Morgan Stanley & Co., Inc. David Anderson New York Alice Young Director. Aspen Institute Berlin Robert H. Malott Partner, Milbank, Tweed, Hadley & Mc Cloy Tomas A. Arciniega Chairman of the Executive Committee. FMC Corporation President, California State Univesity. Bakersfield Elizabeth J. McCormack Honorary Trustees Prince Bandar Bin Sultan Rockefeller Family & Associates Ambassador of Saudi Arabia Robert 0. Anderson Ann McLaughlin Roswell. New Mexico Ernest Boyer President and CEO. New American Schools Honorary Chairman of the Board President, The Carnegie Foundation for the Development Corporation Advancement of Teaching Mortimer J. Adler Olivier Mellerio Director. Institute for Philosophical Research John Brademas General Partner, Interfinexa President Emeritus. New York University President. Aspen Institute France Henry Steele Commager Professor and John Woodruff Simpson Lecturer Jack G. Clarke Roy Merri lis Amherst College Retired Director and Senior Vice President President. Northern Telecom Inc. Exxon Corporation Jack T. Conway Elinor Bunin Munroe Vice Chairman. Energy Conversion Devices Lodwrick M. Cook President. Elinor Bunin Productions. Inc. Chairman and CEO. ARCO Douglas Fraser William A. Nitze President Emeritus, United Automobile Workers William L. Davis Alliance to Save Energy The Davis Group Paul Horgan Seizo Ota Middletown, Connecticut Gianni de Michelis President and CEO President. Aspen Institute Italia Toho Mutual Life Insurance Company Maseru Ibuka James L. Ferguson Olara A. Otunnu SONY Corporation Charleston. South Carolina President. International Peace Academy Yoshizo Ikeda David R. Gergen Elaine Hiesey Pagels Mitsui & Co.. Ltd. Editor-at-Large, U.S. News & World Report Professor of Relig'on. Princeton University Howard W. Johnson Marvin L. Goldberger John J. Phelan, Jr. Honorary Chairman of the Corporation Massachusetts Institute of Technology Professor of Physics Retired Chairman and CEO. New York Stock Exchange University of California/Los Angeles William B. Potter John R. Kimberly Jacqueline Grapin Chairman and President. Preston Corporation Easton. Maryland President. The European Institute Albert Shanker Henry A. Kissinger Toyoo Gyohten President. American Federation of Teachers Washington. D.C. Chairman. The Bank of Tokyo. Ltd. Jack Stieinkman Robert S. McNamara Irvine 0. Hockaday, Jr. Preside'ii. Amalgamated Clothing and Wasnington, D.C. President and CEO. Hallmark Cards. Inc Textile Workers Union Robert A. Mosbacher Nina R. Houghton Takeo Shiina General Chairman. Bush/Quayle 92 Campaign President and CEO. IBM Japan. Ltd. President. Wye Institute Joseph E. Slater Ann Frasher Hudson Donald J. Stone Chairman. The John J. Mc Cloy International Center Fort Worth, Texas Retired Vice Chairman. Federated Department Stores President Ementus, The Aspen Institute (Continued on inside back cover) FORUM REPORT Assessing the Public Broadcasting Needs of Minority and Diverse Audiences Report of a Conference of The Aspen Institute's Communications and Society Program Wye Woods Conference Center Queenstown, Maryland April 29-30, 1992 Charles M. Firestone Director Fred Guthrie Rapporteur This is a Forum Report of a conference supported by the Corporation for Public Broadcasting. 4 The Aspen Institute For additional copies of this report, please contact: The Aspen Institute Communications and Society Program 1250 Connecticut Avenue, NW Suite 700 Washington, DC 20036 Phone: (202) 637-6677 Fax: (202) 637-9195 Katharina Kopp Program Coordinator Copyright © 1992 by The Aspen Institute The Aspen Institute Wye Center,P.O. Box 222 Queenstown, Maryland21658 Published in the United States of America in 1992 by The Aspen Institute All rights reserved Printed in the United States of America ISBN #0-89843-126-3 Communications and Society Program CONTENTS FOREWORD INTRODUCTION 1 THE REPORT 2 I. Frustrations and Impatience 2 II. Assessment of Needs 2 III. How Public Broadcasting Can Help 4 IV. The Need for Leadership and Vision 6 V. Prescriptions for Change 7 BACKGROUND PAPERS W. Ron Allen:Public Broadcasting and the Native Americans 10 Ronald P. Andrade:Background Statement on Minority Needs 12 Gordon L. Berry:The Challenge to Public. Television Programming to Inform, Entertain, and Empower 15 Antonia Hernandez:Background Statement on Minority Needs 22
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