We stopped by Suite 102 to visit with Jeff Mastroianni, Executive Director of EMedia, Easthampton and Southampton’s community media center. Jeff shared insights into EMedia’s evolution and the changing landscape of community media. Plus, we got to hear about their exciting new programs aimed at bridging the digital divide.
How long has EMedia been at Eastworks?
There have been three evolutions of Easthampton Media. We first started back in the mid-’90s at the middle school as Easthampton Community Access Television (ECAT). Every local access station started as some version of “[Town Name] Community Access Television.”In 2014, ECAT became Easthampton Media. When we moved into Eastworks in 2017, we built out our space to better serve the community. In 2021, we rebranded as EMedia—a marketing decision and a way to recognize that we serve Southampton and Easthampton.
For those who aren’t familiar, what does EMedia do?
Our primary role is to provide Public, Educational, and Government (PEG) Access programming. This means we:
- Cover and broadcast local meetings like City Council and School Committee meetings.
- Offer media facilities and equipment for the public to use.
- Train individuals to create digital content and air it on our three local channels (191, 192, and 193).
Unlike many other community media centers, we also pull in content from across New England. We partner with Valley Eye Radio and Classic Arts Showcase, offering everything from public affairs programming to high-level performance arts content.
The pandemic changed things for us, too. Before 2020, our contract only required us to cover live government meetings like City Council. But when meetings moved to Zoom, we suddenly had video of everything, and people liked it. Now, we record and distribute a wider range of municipal meetings, making local government more accessible than ever.
Is there a common misconception about what EMedia does?
Yes—many people don’t realize that we’re a member-based organization!
- Membership is $35/year for local residents ($50 for non-residents).
- Senior/Student $20/year
- Nonprofit Organizations $250/year
- For-profit Organizations $500/year
Members get access to our studio space, equipment, and training. We teach people how to become digital media creators from the ground up. No one is turned away from membership for lack of funds, no questions asked.
People are often surprised by how high-quality our facilities are. I’m not shy about saying we have one of the best community media centers in the region for our size. The challenge is inspiring people to dive in and keep learning. Especially in an era where you can express yourself in a quick TikTok video.
Tell us a bit about your background in community media.
I’ve been working in media for 30 years, gaining live production experience before moving into community media 16 years ago. I started volunteering to film school committee meetings at Brattleboro Community Television which eventually led to a paid position. Before coming into the Executive Director role at EMedia three years ago, I was at Amherst Media.
Easthampton has a new Digital Equity Program. How is EMedia involved?
Digital access is more than just an internet connection—it’s about devices, knowledge, and skills.
We’re part of a statewide effort to bridge the digital divide through:
- Device Lending: Chromebooks and WiFi hotspots available for public use.
- Digital Literacy Training: Free workshops on topics like email basics, online safety, and accessing telehealth services.
- Learn-to-Earn Program: A digital skills course that provides participants with a free computer upon completion.
None of these services cost the community anything. We’re building this program in real time, adapting to what people need most.
What’s next for EMedia?
We want to engage a younger generation of people. Folks who grew up with technology and who want to bring creative projects into physical spaces. Our media center doubles as a small performance venue, perfect for staging plays, hosting singer-songwriters, or experimenting with live productions.
We also curate gallery exhibitions and hold artist receptions, bridging visual art with media in new ways.
Why Eastworks?
The location is fantastic. Seeing these historic mills repurposed into creative spaces is inspiring. The Eastworks team has done a great job maintaining and modernizing the building while keeping its character intact.
Beyond that, we love the vision here. There’s a lot of really talented, smart people doing their thing. The energy along Pleasant Street keeps building, and we’re excited to be part of it.
Learn more about EMedia’s programs and membership opportunities at easthamptonmedia.org.
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