Broadcast television is in the midst of an existential upheaval, and nowhere is the gap between innovation and stagnation more evident than in the contrast between PBS and local private broadcasters. With its recent deal to stream 150 local PBS stations, PBS Kids, and a number of new channels on Amazon Prime’s free ad-supported TV (FAST) platform, PBS has shown that adapting to modern viewing demands is possible – even for one Non-profit broadcasters are often viewed as a relic of the past.

Meanwhile, most local commercial stations remain stuck in the 20th century, offering little more than repurposed TV newscasts (and numerous reruns thereof) via limited, individual-station streaming apps. This failure to innovate is a clear sign of their inability to meet the changing needs of audiences, especially as PBS redefines how local stations can thrive in an on-demand digital world.

PBS is breaking new ground

PBS’s partnership with Amazon marks a turning point. For the first time, viewers can access PBS content for free on a major streaming platform, including programming from full-signal local stations, PBS Kids and new FAST channels such as PBS Drama and PBS Documentaries. These channels deliver curated content, including classics like Reading Rainbowexpanding PBS’s reach to both loyal fans and new audiences – without the need for a legacy pay-TV package.

Unlike commercial broadcasters, PBS uses every avenue available to distribute its content, from its website and apps to PBS Passport, a premium on-demand service for broadcast donors. By strategically entering the FAST channel space, PBS achieves two goals: expanding its digital presence and maintaining its ad-free mission.

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

Streaming stagnation among commercial channels

Compare PBS’s bold moves with the inertia of local private broadcasters. Most broadcasters’ streaming offerings consist of local TV news programs and their reruns, with little to no additional original local content. (Local newscast aggregation feeds like Gray’s Local News Now and Sinclair’s National News Desk are popular fillers). These broadcasters are bound by restrictive pay-TV retransmission consent agreements with national networks like NBC, ABC, CBS and FOX and cannot stream their partner networks’ popular primetime shows or sports programming, leaving them little choice to capture digital audiences to entice you to look.

This narrow focus reflects a profound misunderstanding of today’s media environment. Younger viewers driving the streaming boom don’t want to tune in at a specific time or search individual TV stations’ apps for local news. They want a variety of on-demand programs tailored to their interests – whenever and wherever they want.

While PBS uses the FAST model to present its content on a global platform, commercial broadcasters are wasting their greatest asset: locality. Local broadcasters could create rich, hyperlocal streaming content libraries that incorporate local history and culture, or livestream press conferences and community events – packaged in a way that uniquely captivates viewers and strengthens community loyalty. Instead, they have reduced themselves to simply repurposing increasingly anachronistic, outdated television news programs, with little ambition beyond the next dollar in political advertising.

The price of complacency

The structural challenges for commercial broadcasters are significant, but not insurmountable. Their reliance on network programming means they have limited streaming rights, but that doesn’t excuse their lack of imagination. Instead of innovating, many broadcasters remain content to exploit the declining revenue streams of linear television and political advertising cycles.

This complacency is short-sighted. Political advertising revenue is cyclical and unsustainable, especially as campaigns shift more spending to digital platforms in the future. Without a solid digital strategy, local broadcasters are doomed to lose both viewers and advertisers to more nimble competitors.

PBS, on the other hand, recognizes that surviving in the streaming age 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 stations would do well to take notes from PBS’ playbook. By pooling resources and collaborating across markets, broadcasters could create a unified streaming platform that offers more than just news. Imagine a service where viewers can access local documentaries, college sports, regional theater productions, and other community-focused content through an intuitive, on-demand interface.

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

The conclusion

The stark divide between PBS and local private broadcasters underscores a deeper truth: the latter have lost the bigger picture. While PBS is actively reimagining its future with bold, forward-looking 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 put audiences’ needs first. Local commercial broadcasters have the wherewithal to compete – but only if they break free from their self-imposed limitations. The future of local private television depends on this.