Why Moving PBS NC to Downtown Raleigh Won’t Solve Its Local Programming Issues

In the 1980s, a 19-inch black and white TV was wheeled into our classrooms for ninth-grade physical science lessons. We were introduced to physics, chemistry, the states of matter, energy principles, electricity, and even Newton’s laws through actual demonstrations. The proposal behind this was an experiment to see if a master teacher could teach students across the entire state via television. While the teacher might have been knowledgeable, her delivery was anything but exciting. On top of that, watching the broadcast from Greenville, the picture often had so much snow, it was almost impossible to see her face clearly.

This was how educational television started in North Carolina – an initiative led by some key individuals. Bill Friday, the assistant to the president of The University of North Carolina, played a major role in this idea. He was joined by Billy Carmichael, a former advertising executive, and Kay Kyser, a famous band leader, who were all actively involved in the vision of WUNC-TV as a platform to educate and inform the state.

I first got involved in public TV back in 1988, when Friday and Capitol Broadcasting’s CEO Jim Goodmon approached me to head up a new nonprofit – the North Carolina Public Television Foundation. The North Carolina General Assembly had allocated funding to build a new broadcast and production center in the Research Triangle Park (RTP). However, the funds provided were not enough for the equipment necessary for the facility. UNC’s cameras were outdated, second-generation color models, and the production equipment was in similar poor condition. I recall being part of the annual fundraiser, Festival, where the lighting was so intense that it was almost blinding in order to compensate for the outdated cameras. Fortunately, we raised over $5 million to upgrade the equipment, but more funds were needed.

I have always been a big supporter of public television. I was proud that my television show, NC SPIN, was produced at UNC-TV in its final years. But, unfortunately, the state’s public network never fully realized the vision that Bill Friday and his team had for it.

The key issue for PBS NC has always been funding. While the state legislature consistently allocated funds for public television, it was never enough to produce a significant amount of high-quality local programming. And today, the media landscape has changed significantly. Over-the-air TV has lost much of its market share to cable, satellite, the Internet, and streaming services. Many were hopeful when longtime WRAL anchor David Crabtree became CEO of PBS NC, believing he could bring the network closer to local communities and increase the amount of locally produced content. However, the struggle continues.

Now, the topic of PBS NC possibly relocating its production and administrative facilities from RTP to downtown Raleigh has sparked discussions. I couldn’t help but ask: why would they do this? Will such a move lead to more local programming, reduced expenses, or improved viewer engagement? What is driving this suggestion?

After trying to get more information from various sources within PBS NC, I was told that the matter was far from settled, and no one could speak confidently about it until more details were known. I learned that the building PBS NC occupies in RTP, which they moved into in 1990, was in poor condition. It no longer fits well in today’s media environment. Some insiders suggested that the station needed more visibility, and people had difficulty finding it in RTP. Others mentioned that with the UNC administration moving downtown, PBS NC was expected to follow suit.

But there may be another, more practical reason for the potential move. PBS NC’s current RTP location sits on about 60 acres of valuable land. The location could be ideal for new UNC research or administrative facilities, or it could be sold for a large sum to another buyer.

As someone who has been involved with public broadcasting for over 30 years, I approach this proposed move with skepticism. Renting office space in downtown Raleigh will undoubtedly be expensive, even with the availability of vacant office buildings. Besides the costs associated with occupying office space, PBS NC employees and visitors would also need to pay for monthly parking. Relocating satellite dishes, equipment, and microwave towers to a new facility could also prove to be an expensive and complex process. It’s hard to see how operating costs would be significantly lower than what they already face at RTP.

But the most pressing question that needs to be addressed is this: What will PBS NC do to become more relevant and produce more local programming that attracts a larger audience, as well as more underwriters and donors? Before any discussions about a move are finalized, these questions need to be answered.

PBS NC has an important mission to serve the public, and this is not something that can be done by simply relocating to a more visible location. It needs to engage with local communities, produce quality local programming, and find ways to support its operations in the modern media landscape. Without answering these critical questions, a move to downtown Raleigh will not necessarily solve PBS NC’s challenges.

Disclaimer – Our editorial team has thoroughly fact-checked this article to ensure its accuracy and eliminate any potential misinformation. We are dedicated to upholding the highest standards of integrity in our content.

About The Author