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PBS Launches New Site, Draws Young Audience

PBS is beta-launching Monday a new Web site at PBS.org, which will offer local content from member stations alongside national content and offer auto-localization features. The public broadcaster also is launching PBS for iPad, its first application for the Apple tablet computer targeting adults, and plans the introduction of an app for the iPhone and iPod Touch next month.

The digital push comes as PBS has focused on making itself into a multimedia provider during the past 18 months, which has led to big online and digital growth that has brought younger audiences to its brand. PBS now has 20 million unique online users. For all video across PBS.org last month, comScore VideoMetrix counted 89 million streams. Executives said the average adult viewing time per video is a high 22 minutes. A majority of PBS.org users are 35 or younger.

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