WKAR’s Russ White recently sat down with Susi Elkins, director of broadcasting and general manager of WKAR Public Media at Michigan State University to talk about evolving the station’s mission to “serve, educate, inspire and entertain” in the digital age.
She said it’s a great time to be in broadcasting, in part due to the many different ways the audience can consume WKAR content in 2018.
“That means to me that we follow our mission to ‘serve, educate, inspire and entertain’ even more ardently,” she said. “It’s less about figuring out the program schedule and determining when people will hear or watch something and more about thinking about each member of our audience as individuals and providing choices and options for them in content and information.”
The challenges ahead for media organizations mostly all involve serving audiences. Elkins said, “It’s understanding them and understanding what they’re interested in.”