West Virginia Public Broadcasting Funding Issues

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.

For opera on WVPR, is the fat lady singing?

WVPR West Virginia Public Radio is facing what so many other public radio stations have faced in the past. The traditional programming model model of the 80's included NPR news in drive time with with some other format mid days and perhaps a third format in the evening. Weekends often included a potpourri of programming. I worked at a few stations that followed the same programming model. As funding sources changed, pressure increased to present programming that would generate listener and underwriter support. Decreasing support from taxes put more pressure on this situation.

Programs with declining or small audiences don't generate enough listener sensitive income to keep deficits away and offset declining government support.

An interview in Gazette Mail with WVPR's James Muhammad takes you through the reasons for his programming changes.

I've been through this several times. The changes can result in lots of negative feedback. In the instances I was involved with we rode out the storms. The result were a better community service. It doesn't always work out that way.

About 15 years ago Wisconsin Public Radio (WPR) and West Virginia Public Radio tried to move The Met off the air. In both cases there was enough pressure brought about by listeners, major donors and legislators to pressure the stations into putting The Met back on the air. In WPR's case it was a majot contributor to the University that forced the station to reinstate The Met.

So far...published comments and responses to the news has been light

Have you been through similar changes? What was that experience like? What did you learn? What would you do differently?

For opera on WVPR, is the fat lady singing?  - A&E - The Charleston Gazette - West Virginia News and Sports -