KET executive director Shae Hopkins discusses the growing reach of statewide educational network
Kentucky Education Television is considered by many Kentuckians to be an integral part of what makes their state a special place. Started in the 1950s by dedicated leaders to bring knowledge of every corner of Kentucky to every corner of Kentucky, today’s KET uses the latest technology to highlight topics from around the globe. Its most notable work, however, still comes from exploring Kentucky and the people who call it home.
Executive Director Shae Hopkins just reached the two-year mark in the job, but she is hardly new to KET. Twenty-five years ago, Hopkins answered an ad in the newspaper for an entry-level position at the station. She has been there ever since, having held positions in nearly every area of KET. People who know her are quick to point out that Hopkins lives and breathes KET, and she’s the first to say working there is something she loves.
“This place gets in your blood,” Hopkins said. “I feel so good about the work we are doing here, and there is always something very exciting going on. I love being here.”
Hopkins sat down recently with Business Lexington contributing writer Celeste Lewis to look back over all that has been accomplished, to sing the praises of the dedicated professionals who make KET programs happen every day and to share some of the future plans for KET.
CL (Celeste Lewis): You are fully into your second year as executive director at KET. How’s it going?
SH (Shae Hopkins): In Kentucky, we’ve been fortunate to be highly valued by education leaders, legislators and policy makers. They understand that KET is education. From the classroom to the home, we provide media that makes a real, positive difference in people’s lives.
The national economy and political realities have been really challenging. When the significant threats to federal funding for public broadcasting became evident, we felt obligated to inform our viewers about the situation. We — and Washington, D.C. — were overwhelmed with our viewers’ huge response.
Our programs and services are more valued, relevant and used today than ever before. Our viewers value the unique, local coverage we provide. They understand the equity and access we make possible for schools, teachers and students.
CL: You have been with KET for many years, occupying other positions. Tell us a bit of that history.
SH: I came to KET in January 1986, after responding to an ad in the paper, and was hired on a three-month contract. Through the years, I’ve had a variety of roles at KET, from publicist to development, from pledge producer to executive producer.
I didn’t come to KET seeking a career, but like the saying goes: ‘Do what you love.’ KET became a passion.
CL: How has KET changed since you first walked in the door?
SH: When I first came to KET in 1986, everyone used typewriters, we had only one channel, and it went off the air at midnight. Cable distribution was minimal, there wasn’t a website, and our instructional resources consisted mainly of full-length television programs.
Today, KET is all digital. We offer programs on three channels 24/7, in high definition broadcast on KET and on two digital standard-definition channels: KET2 and the Kentucky Channel.
Those same local and national programs are available online, full length and segmented, and viewers can share them instantly on Facebook, Twitter or email. Our instructional resources are 100 percent digital: ready for teachers to use in the classroom, and ready-built for PCs, Macs, Smartboards and the iPad.
KET produces more local and educational content than almost any other public broadcasting station in the nation.
CL: The economy has brought challenges to KET. What are some of the ways you have found to cope? What effect have budget cuts had on programming and staffing and KET’s future?
SH: These are tough times, and we’ve made tough decisions. First, we restructured and flattened the organization, which eliminated a senior level of management.
We’ve managed to continue our services in large part because we have such a hardworking and resilient staff that has found new ways of working and the ability to take advantage of the more efficient digital production and distribution systems.
We’re operating with a million dollars less in state funding than we had 20 years ago and with almost 25 percent fewer staff. And when you consider inflation and costs for things like utilities [which are more than 10 times what they were in 1991], KET is operating on much less.
CL: KET has won several awards and garnered recognition in many areas. What does that mean in your industry, and how does it position KET in the world of PBS nationally?
SH: There’s a secret many Kentuckians don’t know. I don’t want to sound boastful, but across the nation, many public broadcasters know KET as the leader and seek to replicate our successes. This is particularly true in the production of instructional resources, public affairs coverage and arts education.
CL: KET covers a lot of ground with news, science, art, music, nature, history. How do you do it?
SH: We’re able to provide this breadth of service because of our extremely talented staff — all made possible by the support of the legislature and federal funding, as well as the support from our viewers, businesses and foundations.
CL: What community and state partnerships does KET work with?
SH: I recently compiled a list of some of our partners, and it was more than 80 organizations. We value all of our partnerships, because they very often help make the projects possible by their support and/or help with content, outreach and promotion.
CL: How do we quantify the impact of KET for Kentucky?
SH: KET is utilized by more than 1 million Kentuckians each week. We’ve helped more than a million adults attain their GED credentials. We rely on Nielsen reports, web statistics, classroom use, event participation and other means. However, I’m often told by people that they wouldn’t know what to do without KET.
CL: When you were a little girl growing up in Kentucky, what did you want to be when you grew up?
SH: When I was very young, I wanted to be a dancer. As I grew up, I really didn’t know; too many things interested me, which is one of the reasons I think I found KET such a good fit. However, I’ve not found much dancing here.
CL: Many people may not know just how our local PBS station operates. How much is produced locally and how much of what airs is from elsewhere? How are things chosen?
SH: One of the great things about KET is that we’re here to serve Kentuckians.
We’re located in Kentucky, not New York or Los Angeles. Viewers can call us and we pick up the phone, or stop by and we make time to listen. We pride ourselves on being responsive to our viewers and users.
KET has three broadcast channels: KET, KET2, and the Kentucky Channel. All are broadcast free over the air statewide.
KET KY, the Kentucky Channel, is our newest broadcast service. It’s the commonwealth’s only channel 100 percent dedicated to programming by, for and about Kentuckians. Legislative coverage, arts, history, health, music and documentary programs make the Kentucky Channel a true gem that many viewers are discovering and enjoying more and more.
Plus, nearly all of our local programs and our entire educational service are available on KET.org. KET produces an immense roster of local programming: seven weekly series — Kentucky Tonight, Comment on Kentucky, One to One with Bill Goodman, Connections with Renee Shaw, Kentucky Life with Dave Shuffett, Louisville Life and News Quiz. We also produce many other series and specials, including Jubilee, Kentucky Muse, Education Matters, Health Three60, Great Conversations and long-form documentaries such as the recent Thoroughbred and Lincoln: ‘I, too, am a Kentuckian’.
Most of the national programming comes from PBS. However, some programs, such as our popular British comedies and classic movies that air on the weekends, are purchased from sources other than PBS. We also broadcast programs provided by independent producers and others like Murray State University.
CL: What is the most important mission of KET?
SH: KET is education. We were founded on the premise that every Kentuckian should have access to quality, educational resources no matter their location, age, background or economic status.
We’re the definitive source for public affairs coverage in Kentucky. We create the pre-eminent stories and documentaries
exploring Kentucky culture. We are Kentucky’s largest performance stage, celebrating the arts.
As the only statewide broadcasting network, KET unites the commonwealth in a way that no other entity can.
CL: What is something we’d be surprised to know about KET?
SH: Probably that we teach AP physics, Latin and German and have served more than 112,500 high school students through our distance learning service.
CL: What’s next for KET? Any dream accomplishments you have your eye on for KET?
SH: We have a new website coming this year, which will make our local and national content easier to find, share and enjoy online.
This year we’ll be premiering a new local series, Kentucky Collectibles, which will feature Kentuckians and local appraisers discovering antique treasures.
We’re currently trying to secure additional funding for a new workforce readiness learning system to support the new GED exam that’s coming in 2014. Additionally, we’re looking at new early childhood programs and K-12 resources, and we’re in preliminary planning for new public affairs initiatives, a possible performance series and more.
KET has so much capacity to serve the commonwealth and the nation; there are countless possibilities.
CL: What can Kentuckians do to support and be part of KET?
SH: Write your legislator or member of congress about how KET has made a difference in your life. Tell them why, from the heart, you value KET.
Make a donation. Any gift in any amount makes a huge difference, and it gets you involved. And encourage your company to support KET.
It is so personally affirming for viewers to be a part of KET … to make such a direct and positive difference in people’s lives, including their own. And that’s why KET is so special. We’re in your living room, helping you teach your preschooler to count and recognize letters. We’re a teacher’s best friend by providing resources that make them more effective in the classroom.
Students young and old rely on us to get ahead and improve their educational status, so they can fulfill their dreams in life, for themselves and their families. We provide an escape from the daily grind with enchanting arts and performance programming or life-enhancing how-to shows. We deliver intelligent discourse and documentaries that provide insight into our world, our state and our communities.
Most importantly, watch. Learn. Grow. Let KET enhance your life. And then tell us what you think. KET is a partnership of and for every Kentuckian.