Public Broadcasting Service

The Public Broadcasting Service (PBS) is a nonprofit media enterprise serving more than 350 noncommercial television stations in the United States and its territories. It was designed in the late 1960s as an alternative to the commercial network-dominated television system that largely defined American broadcasting. As an alternative, it would provide more public affairs, cultural, and educational programming than advertiser-supported stations were offering.

More specifically, its role is to oversee program acquisition, distribution, and promotion for its [Page 1144]member television stations. PBS is also responsible for providing educational services, developing new media ventures, encouraging technology development, and seeking funds for its member stations. With an estimated reach of over 70 million people per week via broadcast and online content, PBS and its member stations are known for their educational children's programs (e.g., Sesame Street, Mister Rogers' Neighborhood, Arthur), public affairs and news programs (e.g., The NewsHour with Jim Lehrer, Frontline, Charlie Rose, Nightly Business Report), science programs (e.g., Nova, Scientific American Frontiers), history programs (e.g., American Experience), and documentaries.

Two common misconceptions about the PBS model must be clarified. First, PBS is less a formal network than the commercial television networks (e.g., ABC, CBS, NBC). Rather, it operates as a national “service” that acquires and distributes programs for PBS member stations. These member stations are often compared to network affiliates that air commercial television; however, whereas network affiliates trade local advertising space in exchange for network programs, PBS member stations pay sizable fees for the shows acquired and distributed by PBS. Because each PBS member station pays fees to air specific programs, and has relative autonomy over their schedule, programs on public television often vary depending on the market. Yet, member stations do not have complete control over their schedule. In 1995, PBS instituted “common carriage” guidelines which require most member stations to air the same (or similar) prime-time schedules. For example, both Frontline and The NewsHour with Jim Lehrer are common carriage programs. These common carriage guidelines were established to give PBS programs more national exposure, and thereby guarantee national exposure to corporate sponsors. However, these guidelines have at times been a source of tension, as member stations aim to preserve their local flavor while PBS seeks to promote a national image and program lineup—like a network.

Second, unlike the traditional broadcast television model, PBS does not produce programming. Instead, PBS funds, in part, the creation and/or acquisition of programs from several sources, including major public television stations (e.g., WBGH-Boston; WNET-New York), co-productions between public stations and independent producers, external producers (e.g., Sesame Workshop; Ken Burns), and other sources from around the world. The benefit of this model is that it maintains the producers' creative integrity by allowing them editorial control over their work. PBS then distributes a wide array of programs to its member stations through its satellite program distribution system, the National Programming Service (NPS). Most member stations create their lineup by airing national programs offered by NPS as well as locally produced programs. Ideally, such an arrangement allows for a more diverse body of programming.

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