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Moderator: Dr. Ellen Prager, Earth2Ocean, Inc/ORRAP Panelists: Bill Blakemore, ABC News Correspondent Cheryl Dybas, NSF/Freelance Science Writer Mark Bauman, National Geographic Society

Moderator: Dr. Ellen Prager, Earth2Ocean, Inc/ORRAP Panelists:Bill Blakemore, ABC News Correspondent Cheryl Dybas, NSF/Freelance Science Writer Mark Bauman,

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Page 1: Moderator: Dr. Ellen Prager, Earth2Ocean, Inc/ORRAP Panelists:Bill Blakemore, ABC News Correspondent Cheryl Dybas, NSF/Freelance Science Writer Mark Bauman,

Moderator: Dr. Ellen Prager, Earth2Ocean, Inc/ORRAP

Panelists: Bill Blakemore, ABC News CorrespondentCheryl Dybas, NSF/Freelance Science Writer

Mark Bauman, National Geographic Society

Page 2: Moderator: Dr. Ellen Prager, Earth2Ocean, Inc/ORRAP Panelists:Bill Blakemore, ABC News Correspondent Cheryl Dybas, NSF/Freelance Science Writer Mark Bauman,

“The public doesn’t know about dinosaurs because of the Discovery Channel. They know about dinosaurs because of Jurassic Park”.

NSF survey, 2004 - approximately 50% believed dinosaurs and humans lived at the same time!

Page 3: Moderator: Dr. Ellen Prager, Earth2Ocean, Inc/ORRAP Panelists:Bill Blakemore, ABC News Correspondent Cheryl Dybas, NSF/Freelance Science Writer Mark Bauman,

Public Opinion Polls:• People know very little about ocean issues;• Don’t think individual actions affect the ocean;• Believe industry is responsible for problems; • Think an average of 27% of reefs worldwide are fully

protected from damaging activities;• Care about the ocean, although political elites think

the general public doesn’t care (Latin American survey);

• Trust in Sources on The Environment, 1996• NGS (68%)• Zoos and Aquariums (51%)• NOAA (49%)• Public TV (42%)• President (10%)• Member of Congress (7%)

Sources: Mellman and Seaweb, 1996, 1998; Edge Research 2002; The Ocean Project & Belden, Russonello & Stewart, 1999; Glover & Earle, 2004;

Page 4: Moderator: Dr. Ellen Prager, Earth2Ocean, Inc/ORRAP Panelists:Bill Blakemore, ABC News Correspondent Cheryl Dybas, NSF/Freelance Science Writer Mark Bauman,

NSF Science and Engineering Indicators 2006

Sources of Information

Newspaper23%

Magazine3%

Internet12%

other print1%

Television53%

Radio8%

Page 5: Moderator: Dr. Ellen Prager, Earth2Ocean, Inc/ORRAP Panelists:Bill Blakemore, ABC News Correspondent Cheryl Dybas, NSF/Freelance Science Writer Mark Bauman,

NSF Science and Engineering Indicators 2006

0

10

20

30

40

50

60

Internet Books Television Magazines Newspapers

Sources Specific Science Issues

2001

2004

Page 6: Moderator: Dr. Ellen Prager, Earth2Ocean, Inc/ORRAP Panelists:Bill Blakemore, ABC News Correspondent Cheryl Dybas, NSF/Freelance Science Writer Mark Bauman,

Relevant, Interesting, Entertaining, and AccurateCoverage Beyond Disasters

Challenges

Page 7: Moderator: Dr. Ellen Prager, Earth2Ocean, Inc/ORRAP Panelists:Bill Blakemore, ABC News Correspondent Cheryl Dybas, NSF/Freelance Science Writer Mark Bauman,

KATC Morning Program ExamplesOverall Dial Average 6.0 (All Viewers)

1 minute 2 minutes3 minutes4 minutes 5 minutes6 minutes7 minutes8 minutes9 minutes10 minutes

4

5

6

7

8

9

Candice withheadlines

Top StoriesWeather

Net

Anchorson Couch

Tom & Suzanne

kiss

Weather

Ride for Autism

CookingSegment

TsunamiRelief

Suzanne withIce Gators

story

Dial Ratings

Wx Tease

Courtesy AR&D

Opportunities Local TV

Page 8: Moderator: Dr. Ellen Prager, Earth2Ocean, Inc/ORRAP Panelists:Bill Blakemore, ABC News Correspondent Cheryl Dybas, NSF/Freelance Science Writer Mark Bauman,

ENVIROCAST

• Place TSUNAMI here!

Page 9: Moderator: Dr. Ellen Prager, Earth2Ocean, Inc/ORRAP Panelists:Bill Blakemore, ABC News Correspondent Cheryl Dybas, NSF/Freelance Science Writer Mark Bauman,

ENVIROCAST

• Place TSUNAMI here!

Page 10: Moderator: Dr. Ellen Prager, Earth2Ocean, Inc/ORRAP Panelists:Bill Blakemore, ABC News Correspondent Cheryl Dybas, NSF/Freelance Science Writer Mark Bauman,

Sample Story w/Tag Sample Story w/Tag WKRG-TV Mobile, ALWKRG-TV Mobile, AL

Story with TagStory with Tag

Page 11: Moderator: Dr. Ellen Prager, Earth2Ocean, Inc/ORRAP Panelists:Bill Blakemore, ABC News Correspondent Cheryl Dybas, NSF/Freelance Science Writer Mark Bauman,

Envirocast® Web/TV Envirocast® Web/TV

News Features

Envirocast® On-Line

Featured Media

Upcoming Events

Volvo Ocean Race

Winter Weather

News Features

Envirocast® On-Line

Featured Media

Upcoming Events

Volvo Ocean Race

Winter Weather

Dynamic ContentDynamic Content