Local PBS Via Amazon Prime Shows How Commercial Broadcasters Have Lost The Plot – TVREV

Broadcast television is in existential upheaval, and nowhere is the divide between innovation and stagnation more glaring than in the contrast between PBS and local commercial broadcasters. With his latest deal to stream 150 local PBS stations, PBS Kids and a host of new channels on Amazon Prime’s free ad-supported TV platform (FAST)PBS has shown that it is possible to adapt to modern viewership demands — even for a nonprofit network often considered a relic of the past.

Meanwhile, most local commercial TV stations remain stuck in the 20th century, offering little more than recycled TV newscasts (and numerous repeats thereof) via limited individual station streaming apps. This lack of innovation is a striking indictment of their inability to meet changing audience needs, especially as PBS redefines how local stations can thrive in a digital on-demand world.

PBS breaks new ground

PBS’ partnership with Amazon marks a watershed moment. For the first time, viewers can access PBS content for free on a major streaming platform, including full-signal local station programming, PBS Kids and new FAST channels such as PBS Drama and PBS Documentaries. These channels deliver curated content including classics such as Reading the rainbowexpanding PBS’ reach to both loyal fans and new audiences – without the need for an old pay-TV package.

Unlike commercial broadcasters, PBS has embraced every avenue available to distribute its content, from its website and apps to PBS Passport, a premium on-demand service for station donors. By strategically entering the FAST channel space, PBS achieves two goals: expanding its digital footprint while staying true to its commercial mission.

The importance of this step cannot be overstated. In a media landscape where convenience and accessibility dictate audience loyalty, PBS has positioned itself as a leader in delivering high-quality free programming wherever viewers are – and outside the shackles of linear pay TV packages.

The streaming stagnation of commercial broadcasters

Contrast PBS’s bold move with the inertia of local commercial broadcasters. Most stations’ streaming offerings consist of local TV newscasts and their repeats, with little or no additional original local content. (Local newscast feeds such as Gray’s Local News Now and Sinclair’s National News Desk are popular fillers). Bound by restrictive pay-TV rebroadcast consent contracts with national networks such as NBC, ABC, CBS and FOX, these stations cannot stream their affiliate networks’ popular prime-time shows or sports programming, leaving them with little else to entice it digital audience to watch.

This narrow focus reflects a deep misunderstanding of today’s media environment. Younger viewers driving the streaming boom don’t want to tune in at a specific time or sift through individual TV station apps for local news. They want diverse, on-demand programming tailored to their interests – whenever and wherever they want it.

While PBS leverages the FAST model to showcase its content on a global platform, commercial broadcasters are wasting their greatest asset: localism. Local stations could be creating rich, hyper-local streaming content libraries that include local history and culture, or live streaming news conferences and community events – packaged in a way that uniquely captures viewers and builds community loyalty. Instead, they have reduced themselves to simply recycling increasingly anachronistic old TV newscasts with little ambition beyond the next political ad dollar.

The cost of complacency

The structural challenges facing commercial broadcasters are significant but not insurmountable. Their reliance on network programming leaves them with limited streaming rights, but that doesn’t excuse their lack of imagination. Instead of innovating, many stations remain content to milk the declining revenue streams of linear TV and political ad cycles.

This complacency is short-term. Political ad revenue is cyclical and unsustainable, especially as campaigns shift more spending to digital platforms in the future. Without a robust digital strategy, local broadcasters are destined to lose both viewers and advertisers to more capable competitors.

PBS, on the other hand, has recognized that survival in the streaming era requires a multi-pronged approach. Its Amazon FAST deal is just one part of a broader strategy that includes digital apps, on-demand libraries and partnerships that prioritize audience accessibility.

Local commercial broadcasters would do well to take notes from PBS’s playbook. By pooling resources and collaborating across markets, stations can create a unified streaming platform that offers more than just news. Imagine a service where viewers could access local documentaries, high school sports, regional theater productions and other community-focused content – all with an intuitive, on-demand interface.

PBS has proven that such innovation is not just a dream; it is a necessity. With fewer resources than commercial broadcasters, PBS has managed to build a streaming presence that enhances its reputation and grows its audience.

Bottom line

The stark divide between PBS and local commercial broadcasters underscores a deeper truth: the latter have lost the plot. While PBS is actively reshaping its future with bold, forward-thinking initiatives, local broadcasters are clinging to outdated models that no longer serve audiences — or business.

The message is clear: evolve or become obsolete. PBS has shown what is possible when broadcasters embrace change and prioritize audience needs. Local commercial broadcasters have the tools to compete – but only if they break free from their self-imposed constraints. The future of local commercial television depends on it.