PBS President Paula Kerger said in April she would explore advertising on the PBS website carefully. Apparently having considered its options, PBS has presumably concluded how best to incorporate online advertising.

PBS.org plans to boost its online ad offerings as part of a site redesign that will launch on October 1, writes MediaPost (via MediaBuyerPlanner). In an effort to increase opportunities for advertisers, the site will display 768×90 leaderboard ads on its major sections, including arts, news, science, business and home. It is likely the site will sell ads on its homepage as well. PBS's children's site, PBSKids.org, will display 364×60 ads.

Sales are being handled by National Public Broadcasting's recently revived digital division, dubbed National Public Broadcasting, Interactive. The unit was actually formed in 1999 but went dormant in 2001. It was resurrected last spring.

PBS.org may also add video to its site and will consider bringing on charter sponsors to offset bandwidth costs.

Last fall, PBS pulled together a think tank to explore how PBS can survive and thrive during a time when new technology and new ways of accessing media have intersected.