WSKG Public Broadcasting: Identifying and Quantifying the Need For Local News Coverage

WSKG Public Broadcasting is a non-profit radio and television station located in Binghamton, NY which serves NY\u27s Southern Tier, as well as parts of Central NY and Northeastern Pennsylvania. The majority of news material currently aired on WSKG is supplied by National Public Radio (NPR), a national non-profit organization. WSKG leadership acknowledges complaints that WSKG does not broadcast enough local news to serve their listening community. However, no thorough assessment has been conducted to demonstrate that a local radio news service is needed, nor is there an understanding of the listening community\u27s preferences with regard to such a service. This study seeks to assess the needs and preferences of WSKG\u27s listening community with regard to local news. Recommendations regarding how to address these needs are included, based on the findings of the study