Window to the world the most popular public television network in the United States has celebrated its 50th. anniversary in 2005. WTTW 11 attracts 4 million viewers each month. Network offers programs devoted to art, nature, science, social problems, and a wide variety of programs for kids who are in fact the pride of the station. WTTW 11 is part of an organization called Network Chicago consisting of: television, radio, press, Internet and event agency. Thanks to their support, Chicago residents have better access to information, have the opportunity to take part in the cultural life of the city, explore and enjoy its wealth and diversity.
WTTW 11 primary programs are: "Chicago Tonight", "Chicago Stories", "Arts Across Illinois", "Check, Please!" as well as "Sesame Street" and "Dragon Tales" for kids.

Daniel Schmidt, chief executive of WTTW 11, the president and general manager of Chicago/Window to the World Communication, Inc. and Joanne Bayhack, vice-president of Communication and Marketing Department of Network Chicago, describe the secret behind the success of public television and their plans for the next 50 years.

-Anniversaries are times of evaluating the achievements, wondering what could have been done differently, if we could turn back the time. How is it in your case?
Daniel Schmidt: I think we have done what we could. After time you can always say that, this and that should have been done better, but the result of my account is positive. Over the last several tens of years much has changed, the diversity of our viewers has increased. The amount of Spanish speaking citizens has also increased. We could not have ignored the social changes, we had to take action and react to the demand of the market. The character of such business is that there are always new challenges; constantly something needs enhancing and improving. Regardless of the occurring changes, the aim of our station is to remain local and independent. Some big cooperation or a financial group owns every other medium in Chicago. We have managed to remain independent and to increase the amount of our own production. WTTW 11 is the largest producer of public media in the United States.

You have mentioned the challenge of serving such highly diverse community of Chicago. How do you manage with such diversity? Do you cooperate with organizations or associations representing different ethnic groups?
D.S.: It is a difficult job, but we are trying our best, so that our offer is diverse and attractive for all ethnic groups.
For example: We are very proud of our programs for kids. Research shows that 7.4% Spanish speaking households are viewers of such programs. Large percentage of the remaining viewers is families who use English as a second language.
Access to WTTW 11 is much easier than to other stations, one of the reasons is that we are a free television. We are continually working on ways to increase the number of our receivers. We also cooperate with organizations and associations representing different national groups. We strive and make sure that the voices of all ethnic and religious groups are heard, and all their important issues are exposed in programs such as "Chicago Tonight."
Joanne Bayhack: Every time we prepare a program for a specific ethnic group, we cooperate with organizations, associations as well as different media representing them in America. In case of the Polish community, we often benefit from the help of Polish journalists from the Polish radio in Chicago. Since our mandate is also to educate through television, we organize educational workshops, like no other television station. This year we have organized 50 such workshops.

-Besides its core activity, WTTW 11 organizes mentioned by Joanne, educational workshops, as well as different events. Dan, I know that you have many meetings each year; you make abundance of speeches and lectures all over the United States. Which of these methods is the most effective in promoting the station?
D.S. I think that all factors combined bring positive results. Cooperation with schools or with representatives of the so-called difficult regions, i.e. poverty stricken, is as important as contact with the ones who are into politics, and have power of decision e.g. Rotary. We can reach our goal only by dialog and interaction with the whole society.

-What is the recipe for success of public television?
D.S.: It is obvious that most importantly it is to serve the people by making high quality programs. The second factor is to concentrate on the local activity. In times of cable TV and abundance of national stations as well as corporate, which talk about the same things in every part of the world, concentrating on the issues which are familiar to the people and concern the their neighborhoods is extremely essential and necessary. During the last 50 years of our activity, we have repeatedly experienced it. We are the property of the society therefore our goal is to give it the best service possible. This is what distinguishes us from the rest of the media.

-Do you have a television network which you would like to copy? A sort of perfect model?
D.S.: I have in mind two examples- the British BBC and Japanese NKH. Although I suppose there more of them around the world, the ones which operate on a international as well as regional scale. The United States is an exceptional case. The objective of the first networks was to supply the advertisers with the public i.e. strictly commercial. There is nothing wrong with that. The job of these networks is to satisfy the needs of the viewers with entertainment, fun and film. We are different. As I have already mentioned, our most important challenge is to serve the society and deliver high quality programs. I believe that way we find a balance. Unlike other public networks around the world, we have to find most of the resources by ourselves. We receive maximum of 8 % of the budged required for the network to operate. We must fight for the remaining 92%. This is probably the primary barrier in functioning of our network.

-What budget cuts of the federal authorities influenced the functioning of the network?
D.S.: I would say that it was insignificant. During last year, we received the same rates. Maybe it even rose slightly. Nevertheless, of course any such changes force us to work harder and more. Despite financial difficulties, we managed to increase the amount of local production and number of viewers! I should also point out that for some time we have been observing rejuvenation of the viewers, we are very happy to see that.

-Which program on WTTW 11 is Dan Schmidt�s favorite?
J.B.: That is a tricky question (smiles). Watch out Dan, you can be put in jeopardy...
D.S.: There are too many of them to mention. I have couple in mind... For certain program close to my heart is "Chicago Tonight." It is our banner program it connects television and people it talks about important issues.

-Let us talk about your private contribution to the development of the network. What achievements are you most proud of, and what do you regret?
D.S.: I think there are two things I can be particularly proud of: my supervision of resetting television to digital, carried out by the federal government, it required a lot of work and it was extremely time consuming. During that time we had to maintain all activity of the network, any moment of inattention could set us back.
J.B.: I would mention one more thing-As a long-term employee of this company I am glad that because of you, communication between every segment of our organization compromising of radio, website, events and of course television, has begun. It is unbelievable that for many years each of these institutions operated on its own in one body. Nowadays the remaining members publicize any event regardless if it is organized by the radio or event agency. After all, we all work for the same cause.
D.S.: It is true, this cooperation is extremely important, especially in times when traditional media do not have the same role as a dozen or so years ago. That is the reason for workshops and events. We must come forward and satisfy the demands of the receivers try harder.

-Dan, imagine the following situation: Ted Turner offers you the post of a chief of one of his stations. What would you do? Since WTTW 11 is a public television, does it have any meaning to you?
D.S.: Every day I think how can our television be changed, to better serve the society. What could we do to increase the quality of our programs and their content... Of course, there are many commercial networks, which are very high quality and are very well made, e.g. HBO. It is possible to create high quality television in other business model than the public one. Although I think that during these dozen or so years of my career in the public media, what really counts for me is, the possibility to do something for wider group of receivers. Yes, the answer is clear- what is close to my heart is working in the public media.

-The programs of your network frequently contain serious issues, about threats, hunger, problems with alcohol. How do the people react to programs such as "Hunger Heroes"?
D.S.: There is one example, which instantly pops in to my mind- it is a documentary serial called "Live until you die". It was a documentary tracking the last months of people's life and how they cope with the awareness of approaching end. It is a very wide and difficult subject. The interest was so high that we decided to organize workshop devoted to this theme. At the same time, together with one of the local hospitals we prepared one day training focusing on the subject matter. Specialists from different fields took part in the workshops. Tickets for the training were sold out within two days. After airing, the program announced contact numbers to the local centers, offering professional help concerning the issue. Our website was also full of information. Long after the ending of the serial, the telephones in our editorial office continued ringing. People were calling day and night. It was incredible. Discussing painful information, concerning human suffering is difficult because it is passed on directly to people's homes, but this is exactly our duty, the duty of public television.

-You have mentioned earlier, that the number of programs and films of your production had increased. Let us say that I have a great idea for a film about the Poles in the United States. What should I do with my script?
D.S.: The biggest problem - money. Of course, with pleasure, we will acquaint with your idea. The rest will depend on the potential of what you have to present. Certainly we would have to go through the so-called program development process, to know how or if the airing could prove to be influential. Of course, we would also have to prepare the initial estimate and account the possibility of seizing the money needed for realization of the program. We could also point out sources of getting the money and support you in efforts for receiving the funds. Unfortunately, we do not have a stakes to our disposal or for investments. In case of any production, the money is collected at a time when we are certain that the given project matches our expectations and demands.

-How was the 2005 anniversary year, for WTTW 11?
D.S.: This year's breakthrough event was the preparation and celebration of the 50 anniversary of the network. The main celebration ceremony took place 20 of August at the Millennium Park. The interest was beyond our wildest dreams! Over 17 thousand people came to the free concert. Amongst the stars were: Ann Hampton Callaway, Liz Callaway, Billy Corgan, Otis Clay. There was an impression that the whole city was turned upside down. I hope that the next 50th birthday will be celebrated as solemnly. Too bad I will not be here anymore...To commemorate our festival we prepared a ceremonial dinner during which we received $2 million as a support for WTTW 11.

- Has the decision already been made how the money will be spent?
D.S.: The amount received is large, but our needs are even greater. For that reason it will be returned to the society, so to the people for which they were devoted. Only in a different shape. I hope that with the help of this money we will be able to increase the quality of our programs and of course to maintain liquidity of the company.

-Will WTTW 11 surprise us in 2006?
D.S.: We always try to surprise our viewers. That is why some programs are received better than others. I think one of the things that were unexpected of us was when we announced that we are going to be the local broadcast partner for The Chicago Sky, Chicago's first women basketball team. We are always talking about how are we going to reach new audiences and this was the effort to do that. It's focused on our core value of family and children and to be able to provide a local presence on the broadcast airways. Some people were pleasantly surprised, some people questioned it.
As long as it fits the core mission of our institution, we are always looking at ways to be a little bit at the edge, do things which are unexpected, new and innovative.

-Once again, I wish you all the best for the next 50 and more years! Thank you for the interview.
WK: In Chicago the Polish community is so large, that I have probably had many such "unconscious contacts". Perhaps because most of these contacts were with next generation Poles as with my case. Sometimes someone shouts "Oh, Kubacki! You must be Polish!" It is a very ungrateful business, as I mentioned earlier and it is difficult for someone from the outside to breakthrough. Certainly it is worth a try, since only the ones who try may succeed.

- Have you ever thought of visiting the country of your ancestors?

WK: Yes. We planed such trip with my cousins from Pennsylvania. Unfortunately, in my case it is not so easy. During the last 20 years I have had 5 days of vacation. In this business very few people can afford to take a two weeks holiday. It can be fatal.

- What about your teamwork with Tomko? You can pride your seniority more than most today's statistical marriages!

WK: You are right. It is exactly like in a marriage! Ups and downs and no escape- you must support each other and move forward.
I think that thanks to the diversity of our interests we complement one another. Tomko prefers working on the set, I prefer dealing with the company. It is important to appreciate each other. Words of approbation or praise for a job well done create a positive atmosphere, and what follows that- contribute to the success of the company.

- Now it is time for an anecdote...

WK: I knew you are not going to forget! Oh gosh, there are so many things going on the film set each day, but I doubt they will amuse the readers. I remember one incident though. Unfortunately, it was not very funny. Because of someone's mistake our car burned down during filming. Specially adapted truck for transporting the equipment burned down in just minutes. It happened a day before next shooting. It shows what a smilingly small oversight can lead to.

- Do you think that Charlie Chaplin's spirit keeps a watch over Essanay?

WK: Well, It is a funny story with Chaplin, because he only made one film in Chicago with Essanay. He flew over in winter, at a time when it was windy and cold and the weather frightened him so much that he has never returned to Chicago. Chaplin's next movies with this studio were filmed far away from the state of Illinois.

- It sounds frightening, especially with the approaching fall. Thank you very much for the interview and I wish you many successful productions!