West Virginia Public Broadcasting is struggling. According to an article in the Charleston Gazette, funding from corporations and, listeners and viewers is down sharply since the start of the recession in 2008. WVPB depends on state funds for over 50% of its funding. Because the state is strapped for funds, WVPB is being told to plan on a 5% cut in funding for 2013-2014.
Options being discussed include:
- Cuts in staff
- Cuts in programming
- A statewide News/Talk program on Public Radio.
The last option is an investment in programming that may result in increased support. That is, if it increases listener loyalty. That involves a lot more than simply putting up a program. There's the investment in staff and equipment and consideration of how the program will affect the station's P1 listeners. Will adding more news/talk alienate listeners who support the station because of their classical programming?
Depending on state funding for 50% of the West Virginia Public Broadcasting's revenue is problematic. Membership and development departments in other states have been much more successful in garnering support from listeners and viewers. Although, Public Television has been harder hit since the start of the recession than Public Radio. WVPB may find it difficult to gear up direct support to make up the difference in a year.
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