Transforming a Legacy Brand for the Digital Age

GBH: Beyond Broadcast

 September 30 - Noon - 1pm


RSVP - Register for the Zoom Webinar here:

How do you take an iconic brand, with a storied history as a national broadcast pioneer and modernize it to signal continued leadership in today’s media landscape? In this time of streaming technologies, multiplying platforms, and new content sources, WGBH, now GBH, has revitalized its brand to reflect its ambitions to go far beyond traditional broadcasting. GBH Exec. Arts Editor Jared Bowen hosts a discussion with GBH CMO, Tina Cassidy; Mark Minelli, President of Minelli, Inc. and others about transforming this iconic institution’s identity.

Many of your favorite nationally distributed shows— Masterpiece, American Experience, Antiques Roadshow, Frontline, and Nova, as well as children’s favorites such as Arthur and Curious George—are produced right here in Brighton. Local favorites come to life, here, too, of course, including Boston Public Radio with Marjorie Eagan and Jim Braude; Emily Rooney’s Beat the PressOpen Studio with Jared Bowen; and the longest running program on public television in New England focusing on the interests of people of color, Basic Black.

Watch the video trailer below:


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