WHAT IS AN NPR SPECIAL?
by Jay Kernis

NPR is primarily not in the business of producing special programs, as they don't easily fit into Member station schedules, can be costly to create and promote, and pull staff away from normal activities. But there are situations in which producing a special-on air and/or on-line--is the best way to make sense of an event or situation, or to celebrate a life or remarkable achievement.

Thinking about producing a special? Here are some benchmarks to consider:

· A program that is special

Whether we're providing an in-depth documentary, Congressional hearing, town hall gathering, or holiday concert, a special program usually requires listeners to pay attention for a longer amount of time than usual. Following the broadcast, listeners should feel that the time was well worth spent, that they were exposed to exceptional ideas or perspectives, or that they were enormously entertained. There needs to be an over-riding reason that the information or performance could not be contained in an existing vehicle alone.

· A program that is essential in a given time frame

There are specific segments of features that succeed on regularly-scheduled programs. That doesn't necessarily mean that listeners want an hour of it at one time. Non-entertainment specials work best when the subject is important at that moment; when it's a topic of the national conversation; when there is a hunger to know more about it or explore it more deeply. This means that producers of specials need to keep their fingers constantly in the wind to be very responsive to events and trends. Or, that the futures planning function needs to be so fine-tuned, that specials can be pro-active, and be pegged to target dates.

· A program that stations want to carry

It's one thing to have a good idea, it's another to have a great idea for a special that stations want to actually schedule. It means that the program is so right on the mark because of its subject or theme that it immediately translates into added public service; that its sound and approach fits into as many Member station formats as makes sense (news, news/talk, news/classical, etc); and that stations have been given as much time as possible to promote the special and the tools with which to do that.

· A program that, in some cases, that stations will pay for and corporations will underwrite

Certain special shows--entertainment and holiday specials-are of such value that stations will pay for them as part of a programming package, and that corporations will support them. This model ensures that the cost of production and distribution is covered.

· A program that stations could not produce themselves

Member stations turn to NPR, and other producers and distributors, to develop programs that they could not create themselves. NPR has booking power, deep archives, and an experienced staff of reporters unmatched in public radio. A special means that guests are of the highest caliber, participants that, in many cases, stations could not book themselves.

· A program that stations can participate in

At the same time, it's important that stations be consulted when the subject of a special occurs in their area, as they may have contacts, reporting expertise or archives that could inform the program.

In addition, when the development of special programming is announced in advance, stations can produce local or regional segments or programs to promote to the national effort and/or promote a national program.

· NPR is on radio and on-line

Given the importance of npr.org, and the millions of visitors who go there, producers of specials-in the planning stages-must consider a number of questions: How can I make sure that the online components are being developed at the same time the radio program is? What elements do I need to collect to allow a deeper experience online: photographs, text, charts, supplemental audio, additional interviews--and also, the rights to use them?

· Yes, we produce obituaries and commemorations

The death of former President, a Pope, or an entertainer who touched millions of lives and had a career that spanned decades, is cause for special programming. During these times, people look for common experiences to connect with each other and review a life-and radio and online can be meaningful vehicles to provide context and connection.