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At pbs, there are very specific criteria for choosing which films to promote and/or advertise. Says Lesli Rotenberg, svp of brand management, promotion and media relations for pbs, 'It is a difficult decision, because there's so much quality [programming].' To help with the determination, Rotenberg notes, films and series are vetted to ensure they have the qualities pbs holds dear: that they are brand defining, have broad audience appeal, can generate buzz and will have impact onscreen and off in the form of outreach initiatives.

August 1, 2004

At pbs, there are very specific criteria for choosing which films to promote and/or advertise. Says Lesli Rotenberg, svp of brand management, promotion and media relations for pbs, 'It is a difficult decision, because there's so much quality [programming].' To help with the determination, Rotenberg notes, films and series are vetted to ensure they have the qualities pbs holds dear: that they are brand defining, have broad audience appeal, can generate buzz and will have impact onscreen and off in the form of outreach initiatives.