Local nonprofit organizations and performing arts groups will be able to spread the word about what they do on television, thanks to Time Warner Cable’s Operation Outreach program.
This year, the cable company is giving away $1 million in airtime grants to be used to pay for public-service announcements that will air on the company’s 32 channels.
“It’s a unique way of taking advantage of the resources we have,” said Dan Ballister, director of public affairs for the cable company.
“We have an enormous resource to provide airtime to provide publicity.”
Grants can be used to air public-service announcements or promote campaigns or projects that an organization is pursuing, such as walkathons and fund-raisers.
The guaranteed airtime also enables groups to reach specific audiences by airing their announcements on targeted niche channels, such as MTV for teen viewers and Lifetime for female viewers.
Ballister described the program as a “no strings attached philosophy” used to promote nonprofit organizations that don’t have large budgets for promotions, particularly smaller organizations.
Since its unveiling in March, $775,000 in airtime grants have been issued to eight organizations and arts groups.
Recipients included the Poway Center for the Performing Arts, which received $50,000, and American Red Cross, Hemophilia Association of San Diego County, which received $25,000.
To be eligible to receive a grant, interested parties must be either United Way agencies or members of the San Diego Performing Arts League.
A steering committee, comprised of members of the company’s public affairs department and senior executives, reviews submitted applications.
The application gives groups the opportunity to tell about the organization and about their individual needs.
“We wanted to hear from them what they wanted,” Ballister said.
Beneficiaries are selected based on the size of the group, amount of time needed for airtime and what the group is promoting.
Campaigns or projects that focus on Time Warner Cable’s key areas of corporate giving , youth, education, the arts, and health and human services , have greater chances of receiving grants, Ballister said.
The amount of the grant is determined by the committee and will have either a $25,000 or $50,000 value.
The reception has been positive, said Ballister.
Time Warner has received more than 50 applications since the program’s inception.
“This is the best thing we’ve ever done; it’s been so well-received,” he said.
