IEEE Spectrum November, 2014 - 12

SPectraL LiNeS_

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were soon placing pieces on "Living On Earth," an ecologythemed program, and "Here & Now," the midday news and
public-affairs show, and even a few on "Weekend Edition."
Memorable segments from those early years include ones on
the Keck telescope in Hawaii, the use of handheld devices to
track wild animals in Africa, how electronics were giving new
life to old musical performances, earthquake preparedness in
Japan, and how sonar systems were affecting whales.
Meanwhile, another opportunity presented itself. Public
Radio Exchange (PRX), a marketplace for content for public
radio stations, was expanding and looking to add segments,
programs, and shows. Basco began producing 1-hour shows
on a single topic, based on ideas, reporting, and writing from
our staffers and radio stringers. We did several of these shows
each year, distributed by NPR's ContentDepot and by PRX.
A popular show would be picked up by several hundred stations, introducing millions of people to Spectrum's reporting.
We did shows on robots, on the fastest-moving things on
Earth, on efforts to adapt to climate change, on breakthroughs
in human-genome sequencing, and on how technology is changing the culture of work. I myself visited Antarctica, where I did
reporting for a show on the work and living conditions of scientists and engineers on the continent. Many of these radio
specials were produced with funding from the Directorate for
Engineering of the United States' National Science Foundation.
For these we had the great advantage of being able to use the
outstanding talents of the NSF's Laurie Howell.
Lately, we have returned to our roots. A year and a half
ago, NPR announced that it was discontinuing "Talk of the
Nation," the midday public-affairs and current-events show,
and replacing it with "Here & Now." As "Here & Now" was set
to increase its listening audience from hundreds of thousands
into the millions, we were pleased to forge a closer relationship
with the show's producers. Earlier this year, we were named
"Technology Partner" of the show, which is now broadcast to
some 4 million listeners daily. We agreed to provide a segment
on a technology-related topic every three weeks. Among our
first segments were ones on Volkswagen's ultrahigh-mileage
car and on an experimental system that monitors hatchings
of sea-turtle eggs.
We are delighted with this new opportunity to reach the
influential and intellectually engaged people who listen to
"Here & Now." As technology continues to alter and reshape
society in surprising ways, the IEEE should be at the forefront of interpreting and explaining those developments to
a large and growing general-interest audience. Increasingly,
the most effective channels for reaching such people and in
such large numbers are going to be electronic ones. Technology gave us radio, video, and the Internet. Now they, and our
powerful media partners, are giving us the means to expand
our reach as we chronicle technology's expanding dominion.
-Glenn Zor pette Twitter: @Electric_Genie

http://www.sestech.com http://SPectrUm.ieee.OrG

Table of Contents for the Digital Edition of IEEE Spectrum November, 2014