Why Independence Matters (now more than ever)
When I started my job at MiND (then, WYBE) five years ago this month, I asked around for a definition of “independent media.” Mostly, the term was defined as the opposite of commercial media, with no clear definition of its own.
Five years later, I’m now very clear on the meaning of independent media.
For one thing, independent media is built not upon profits, but upon a clear mission. Just about all of our work at MiND: Media Independence is built on two ideas: serve the underserved, and make the world a better place. These are not idle claims; they are represented in every new program we produce, every themed month, every community event. We’re very proud of the programs we’ve produced, and continue to produce, about social issues such as poverty, volunteering, LGBT concerns, the environment, and much, much more.
Independent media tends to be very connected to specific community issues. Last month, we helped to paint a school building in a challenged neighborhood. MiND’s boot camps have inspired new filmmakers to tell stories about children who age out of foster care. We’re proud of the hundreds of programs we’ve created by, with, and for our community–and all of that has happened within the past three years.
Also, independent media is about getting the message out-not about filling a time slot or counting viewers. That’s why MiND has been on television and on the internet from day one, and it’s why we are currently focused on expanding our distribution so that more people can learn from one another. It’s why all of our programs are available for free to anyone, anywhere, anytime.
Independent media is not commercial media, so it does not benefit from advertising revenues or other rich sources. Instead, people who invest in independent media are people like you, who take the time to read this blog, to watch MiND, to think critically about the foods we eat, the beliefs we carry, the policy issues, the diversity of our neighborhoods, and so on. Independent media is identified by extremely efficient use of every available dollar–and a constant push toward new projects that will provide the necessary funding to keep the doors open and the mission alive.
Finally, independent media attracts people for whom work must involve a meaningful contribution to making the world a better place. We believe in what we do, and we provide both passion and expertise to promote ideas that are so rarely encountered on television.
As public television struggles to maintain relevance in an increasingly competitive media landscape, independent media provides much of the answer to the unanswered question. The next phase of American public television must take its cue from independent media. It must be built upon a significant local mission, not just an old-style brand; it must serve the underserved; it must be connected to the community at a very personal level and it must focus on getting the message out in every possible way.
I’m thrilled because MiND does all of this, and more, every day. Sure, we can do it better. Sure, we can use more help, more money, more viewers, and more fuel to keep it all growing. But after two years on the air (and on the web) with MiND, five years leading the organization through remarkable changes, and twenty years of WYBE serving the community, there’s a lot to love.
-Howard Blumenthal, CEO of MiND