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As a public broadcasting flagship, Northern California's KQED Public Broadcasting serves an ever-increasing audience. Leveraging multiple media platforms (Public Television 9, Digital Television 30, Public Radio 88.5 FM, the KQED Education Network and New Media), KQED continues to be a community beacon and vital source for quality programming and thought-provoking information.

After a comprehensive search involving over 25 firms, KQED chose 415 to devise the online strategy for their organization and create a completely new website to support this strategy. The primary goal of this initiative was to truly launch a third medium (in addition to TV and radio) that would not only stand on its own, but also support existing media and outreach services. Secondly, KQED desired a site that would contribute significantly to bringing power and information to the people of the Bay Area by delivering intelligent, reliable, and locally relevant content to its audiences, by encouraging people to explore their local communities, and by serving as "a voice for groups in the community that may otherwise be unheard." KQED charged 415 with revolutionizing the online component of public broadcasting by moving KQED's viewers and listeners beyond the television screen and the radio receiver to a richer experience.

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