Access 360 - Building engaged communities in a digital age

Amherst Media, after revamping its services to expand digital media training, citizen productions and online distribution of content, identified the need to seek broader citizen input and participation in this process of change.

We were lucky to obtain the services of Dr. Martha Fuentes-Bautista, currently faculty of Communication and Public Policy at UMass Amherst, and her team who designed the research tools and led the consultation process.

Findings of the evaluation have been both encouraging and surprising, identifying practical ways to improve our services. We found that the majority of our users not only watch our programs on cable channels and online but also make intensive use of our facility for various activities. The report will inform our strategic planning as we mobilize community support and financial assistance in creating our new media center.

Please take a minute and review Dr. Fuentes video highlighting the results of the survey or read either the Executive Summary or Full Report. 

Executive Summary

Full Report

We invite other media access centers to use the template developed and consider expanding the framework to gather data about community access users and operations.

Access users can not only help us to improve our work but also inform and lead local, state and national advocacy for the continuance and expansion of community media. We hope these tools are helpful to your organization.


Jim Lescault, Executive Director
Amherst Media