BANFF — Public broadcasters have an advantage over their commercially-minded brethren when it comes to exploring new media, says PBS topper and Banff opening keynote speaker Paula A. Kerger.

‘We don’t have to figure out exactly how [new media content] will make money first. The challenge is thinking about how to get the resources to do it,’ said told delegates and interviewer Kirstine Stewart of the CBC.

President of the U.S. public broadcaster since 2006, Kerger talked up opportunities in the digital space for content creators, noting that it’s easier to take risks in new media than on the traditional TV platform where programs cannot fail.

‘If it does not work [in new media], you can try something different,’ she noted.

Kerger says PBS has aggressively been exploring the new media space especially where kids content is concerned. Last year, the pubcaster test-launched an educational preschool player for kids that received 87 million streams in the first month alone with no marketing whatsoever.

‘For us it was a great example of what we can do in another space…the fear of the unknown shouldn’t deter us,’ she said.

Currently, less than 10% of PBS’ budget is devoted to new media, something Kerger would like to see changed as the broadcaster strives to develop partnerships with ‘different players.’ She acknowledges that the money would have to be taken away from other areas to fund new media projects.

Said Kerger: ‘We try to look at the overall media landscape, and [new media] is the future.’