California Heartland Web Hits

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California Integrated Waste Management Board

California Heartland Web "Hits" Indicator

California Heartland is a weekly half-hour public television series produced by KVIE Channel 6 in Sacramento, that focuses on California agriculture. Information about waste prevention, compost, and sustainable concepts are highlighted in various segments throughout the year.

Since the Waste Board's goal is to divert compostable materials from landfills by turning it into useful soil amendments and other products, this unique and excellent show provided the Waste Board with significant visibility by presenting the message about compost to urban and rural television viewers throughout California.

The graph below shows the overall increase in the number of visits to the CIWMB web site from the California Heartland web site since CIWMB sponsorship of the show began in 1999.

Year	Number of Website Visits
1998	20,000
1999	70,000
2000	100,000
2001	264,000
2002	260,000

Sponsorship of Televised Programming
Since CIWMB intends to find a home for all compostable materials, that means diverting it from landfills by turning it into useful soil amendments and other products. The California Integrated Waste Management Board (CIWMB) was a proud sponsor of California Heartland as agriculture continues to be the largest potential market for urban compost and mulch products. The show also provided an opportunity to reach landscapers and homeowners, since the message that the CIWMB "is helping communities to recycle yard trimmings into compost" was seen and heard in homes throughout California every week in a 10-second promotional spot before and after each show.