New horizons: the changing world of television

These are just some of the new opportunities that television is opening up for nonprofits. I should mention that, there are also certain other implications, such as the fracturing of the mass TV audience into more fragmented markets. This means that nonprofit organizations will have to produce more PSA's to reach its audience. There'll also be more competition for available public service time. Finally, as pay TV grows, nonprofit organizations may have to produce special programming for this medium. There's several things we can comfortably predict for the future. One, television will continue to change. And two, the successful nonprofit organizations will be those who seriously explore the new opportunities today.