3.3 Public Television Systems
3 min read•july 18, 2024
Public television systems play a crucial role in providing educational and diverse programming. These non-profit organizations are funded through various sources, including government grants and private donations, and are governed by boards to ensure they fulfill their public service mission.
and operate as membership organizations, distributing content to member stations. Public television faces challenges in staying relevant amidst competition from commercial media and changing viewer habits, while striving to maintain its distinct identity and educational focus.
Public Television Systems
Mission and structure of public television
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- Provide educational, informative, and culturally diverse programming to serve the public interest and promote civic engagement
- Operate as non-profit organizations funded by government grants (federal, state, and local), private donations (individuals, foundations, and corporations), membership contributions from viewers and listeners, from corporate sponsors, and revenue from merchandise sales and licensing
- Governed by a board of directors or trustees, typically appointed by government officials or elected by the organization's membership
- Day-to-day operations managed by a professional staff, including a president or CEO, ensuring the organization fulfills its mission and maintains financial stability
PBS vs NPR organizational models
- PBS (Public Broadcasting Service) functions as a membership organization of public television stations, providing programming and services to its member stations without producing its own content; instead, it distributes programs produced by member stations (WGBH, WNET) and independent producers (Ken Burns, Nature)
- NPR (National Public Radio) operates as a membership organization of public radio stations, producing and distributing news, information, and cultural programming through a national network of news bureaus and correspondents
- Other public media entities include individual public television and radio stations that operate independently or as part of a larger network, producing and broadcasting local programming in addition to national content, as well as digital platforms and streaming services (PBS.org, NPR.org, PBS Video app) that offer on-demand access to public media content
Challenges for public television relevance
- Competing with commercial media outlets, including an increasing number of channels and streaming services (Netflix, Hulu) vying for audience attention, and pressure to attract younger viewers who may have different media consumption habits
- Facing funding challenges, such as reliance on government funding subject to political pressures and budget cuts, and the need to balance corporate underwriting with maintaining editorial independence
- Adapting to changing technology and viewing habits by investing in digital platforms and streaming services while balancing traditional linear programming with on-demand content
- Maintaining a distinct identity and mission by ensuring programming remains true to public television's educational and cultural mandate and resisting pressure to commercialize content or adopt a more entertainment-focused approach
Role of public television programming
- Offering , including content for children (PBS Kids) focusing on early childhood education and development, instructional programming for adult learners (courses on science, history, and the arts), and collaborating with educational institutions to develop curriculum-based content
- Providing culturally diverse programming that showcases content from a wide range of perspectives and communities, provides a platform for underrepresented voices and stories, and offers programming in multiple languages to serve diverse audiences
- Producing and public affairs programming, including in-depth, long-form documentaries on social, political, and historical issues (Frontline, American Experience) and comprehensive coverage of local and national news
- Broadcasting arts and cultural programming, such as performances of music, dance, and theater, showcasing the work of independent filmmakers and artists, and preserving and promoting cultural heritage through programs on history, literature, and the arts (Masterpiece, Great Performances)
Key Terms to Review (18)
Communications Act: The Communications Act refers to legislation that governs telecommunications, broadcasting, and satellite communications in the United States. It established a framework for regulating communication industries and created the Federal Communications Commission (FCC) to oversee these sectors, ensuring that public interests are met while fostering competition and innovation in media and telecommunications.
Community outreach: Community outreach refers to the efforts made by organizations, including public television systems, to engage and connect with local communities in order to address their needs and interests. This concept plays a crucial role in building relationships and fostering collaboration between media entities and the public, ensuring that programming is relevant and serves the community's interests. Effective community outreach involves active participation, feedback mechanisms, and the promotion of cultural, educational, and informational resources.
Corporation for Public Broadcasting: The Corporation for Public Broadcasting (CPB) is a private, non-profit corporation created by the U.S. Congress in 1967 to provide federal funding for public broadcasting in the United States. CPB supports local public television and radio stations, ensuring that they can deliver educational, informative, and culturally enriching content to the American public. Its mission is to promote the development of public media and to encourage the growth of non-commercial broadcasting.
Creation of PBS: The creation of PBS refers to the establishment of the Public Broadcasting Service in the United States in 1969, designed to provide educational, cultural, and informational programming to viewers. PBS was formed to enhance public access to high-quality television content that serves the needs of local communities and provides an alternative to commercial broadcasting. It aimed to foster democratic values through diverse programming that caters to a wide range of audiences, emphasizing educational initiatives and community involvement.
Documentaries: Documentaries are non-fiction films or television programs that aim to document reality, providing a factual report on a specific subject or event. They serve as a powerful medium for storytelling, often using interviews, archival footage, and observational techniques to convey their messages. Documentaries not only entertain but also inform and engage viewers, making them essential tools for education and social change.
Educational programming: Educational programming refers to television content specifically designed to inform, educate, and enrich viewers, often targeting children or underserved populations. This type of programming plays a crucial role in fostering learning and development through engaging narratives and interactive elements. It serves both a public service and a strategic function within public television systems, aiming to enhance knowledge and promote lifelong learning among diverse audiences.
Federal Communications Commission: The Federal Communications Commission (FCC) is an independent U.S. government agency responsible for regulating interstate and international communications by radio, television, wire, satellite, and cable. It plays a crucial role in shaping the television ecosystem by overseeing licensing, ensuring fair competition, and protecting consumer interests, particularly in public broadcasting.
First public broadcast: The first public broadcast refers to the initial transmission of a radio or television program that was made available to the general public without charge. This groundbreaking event marked a significant shift in how media was consumed and established the foundation for future public broadcasting systems, emphasizing the importance of accessibility, community service, and educational content in mass media.
Grant funding: Grant funding refers to financial support provided by government agencies, foundations, or organizations to support specific projects or initiatives, often in the realms of education, research, and community development. This type of funding does not require repayment and is typically awarded based on the merit of a proposal that aligns with the funding organization's goals. Grant funding is particularly crucial in public television systems as it enables programming that serves educational purposes, promotes cultural enrichment, and provides community engagement without commercial pressures.
Local Content Initiative: A local content initiative is a policy framework designed to promote the production and broadcast of locally created programming within a specific region or country. These initiatives aim to enhance cultural representation, support local talent, and ensure that audiences have access to content that reflects their own communities and experiences. By prioritizing local stories and creators, these initiatives contribute to the diversity of the media landscape and help strengthen public television systems.
National programming consortium: A national programming consortium is a collaborative network of public television stations that come together to share and create content, particularly for educational and cultural programming. This consortium allows member stations to pool resources, share costs, and distribute quality programming that serves the diverse interests of viewers across the country. By working together, these stations enhance their programming offerings and ensure a wider reach for impactful content.
NPR: NPR, or National Public Radio, is a non-profit media organization in the United States that provides news and cultural programming. Founded in 1970, NPR has become a significant player in public broadcasting, known for its in-depth reporting, diverse content, and unique approach to storytelling. Its funding primarily comes from listener donations, grants, and sponsorships, which helps maintain its independence from commercial pressures.
PBS: PBS, or the Public Broadcasting Service, is a non-profit public television network in the United States that provides educational, cultural, and informational programming. As a key player in the public television landscape, PBS is known for its commitment to high-quality content that serves the public interest, including children’s programming, documentaries, and news shows. It operates through a network of member stations, which are locally owned and provide programming tailored to their communities.
Program Director: A program director is a key management role in television and broadcasting that oversees the selection, scheduling, and overall strategy for programming content. This position plays a crucial role in shaping a network's identity by deciding what shows to air, how to position them within the broadcast schedule, and ensuring that content aligns with audience expectations and market trends.
Public Broadcasting Act: The Public Broadcasting Act is a significant piece of legislation enacted in the United States in 1967, aimed at establishing a framework for the development and funding of non-commercial public broadcasting. This act created the Corporation for Public Broadcasting (CPB), which provides federal funding and support to public television and radio stations, ensuring access to educational and cultural content for all Americans. By promoting diversity in programming and encouraging the development of local stations, this act laid the groundwork for a robust public broadcasting system.
Station Manager: A station manager is the individual responsible for overseeing the day-to-day operations of a television station, ensuring that it runs smoothly and meets its objectives. This role encompasses a wide range of responsibilities including managing staff, budgeting, programming, and maintaining compliance with regulatory requirements. The station manager plays a pivotal role in shaping the overall direction and vision of the station while coordinating between various departments to deliver quality content to the audience.
Underwriting: Underwriting is the process of assessing and assuming the financial risk associated with supporting programming, often by securing funding from sponsors in exchange for promotional acknowledgment. This practice is crucial in public television systems, where traditional advertising is limited or non-existent, and funding must be secured through other means. Underwriting not only helps finance content but also connects sponsors with audiences, creating a partnership that enhances the reach and sustainability of public broadcasting.
Viewer surveys: Viewer surveys are tools used to collect feedback and insights from television audiences regarding their preferences, viewing habits, and satisfaction with content. These surveys are crucial for networks and producers to understand their audience's needs and improve programming decisions. They help assess viewer engagement, the success of specific shows, and inform the development of new content to cater to audience demands.