The future of non-profit television in the digital era: a participant-observer study

The majority of television networks’ revenue comes from different forms of advertising, while non-profit public broadcast stations who compete for audiences with all other broadcasters must develop different revenue models. In addition, the recessionary economy and funding cuts to public television that happened in 2009, hurt non-profit stations that primarily get their support from the government, donations, and membership dues. Poor financial conditions in the media industry are even harder to work with in the modern era; new media technologies are growing at a rapid rate, and without money to invest in new media developments, a station cannot evolve along with trends. One approach to a new noncommercial revenue model for public television has been attempted. It is an educational documentarystyle niche program strategy. A participant-observer study has been conducted of Z TV, a non-profit public television station located in a Major Market (Big City). A survey was distributed to the employees of Z TV followed by some in-depth interviews to help clarify the operating issues at the station. A random online survey was also posted asking about people’s television-viewing habits, and helping define strategies Z TV should implement to attract more viewers. The study examined programming strategies at Z TV as well as how the incorporation of more recent media strategies to improve the station’s chances for success.M.S., Television Management -- Drexel University, 201