Reddington Joins PBS to Head Online Giving Effort

Former Smithsonian institutional advancement director named senior VP of development

By John Eggerton -- Broadcasting & Cable, 3/1/2010 12:14:06 PM

PBS is looking to boost fundraising and find new revenue sources.

Brian Reddington, former director of institutional advancement for the Smithsonian Institution, has joined PBS as senior VP of development, to head up that effort.

Among his charters is to boost online giving.

PBS wants to create new programs to build kids' science, math, and engineering skills, which is also a priority for the Obama administration. It also wants to fund new journalism efforts, including a new Web portal combining PBS, public radio and local stations.

Public broadcasters see an opportunity in news. As the down economy has taken a hit on commercial broadcasters, increasing attention has been given to possible public funding models for journalism.