Nick Miller
Design Director
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PBS Passport

 

PBS Passport
Activating Member Acquisition on a Video Platform

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THIRTEEN is the the largest PBS station in the country, with 350,000 loyal members. That’s a lot of tote bags. Enter a better perk: PBS Passport, offering unlimited streaming access to thousands of hours of PBS’s most popular programming. As Creative Director and Director of Operations of the Interactive Group at WNET (THIRTEEN’s parent org) I served as project lead for the launch of the nationwide Passport project.

In that role, I led THIRTEEN’s interactive and membership teams through a rapid prototyping process, launching the initiative in time for the final season of Downton Abbey. As project lead, I was responsible for aligning WNET’s technology and design resources, coordinating with PBS’s national network operatives, and overseeing the development of middleware to connect local membership databases with a platform-wide permissions system.

In the first 24 months after the launch of PBS Passport, WNET converted more than 60,000 passive viewers into active members, representing in excess of 20% of WNET’s membership base.