PBS + Mid-Program Ads = Uproar

The New York Times recently reported that the Public Broadcasting Service will begin airing sponsored spots in the middle of programs, rather than restricting such spots to the start and finish.

Although this is a change from PBS tradition, some people are unhappy about the creeping commercialization of public broadcasting, while others observe that the change is one of timing, not one of sponsorship acknowledgement (which the network already airs). Like so many broadcast networks, PBS plans to start a new program directly after the previous one ends, eliminating the "commercial well" that once separated programs.

Not surprisingly, this change has provoked protest. However, PBS, like its broadcast counterparts, is not immune to economic pressures, which accounts for the change.

And its brand is well-known and respected, which is why PBS is moving into new areas and social media to serve its audiences and expand its reach.

For instance, PBS has launched an iPad app to allow users to view 1,000 of the network's kiddie programs. 

Its Facebook page has more than 750,000 likes. Its Twitter account has more than 780,000 followers (and some 11,000 tweets). Its YouTube channel has more than 97 million upload views. Blogs? Many, aggregated on one page for easy viewing and audience engagement.

So PBS is doing everything it can to remain relevant to its audiences, offer valuable content, and earn viewership in multiple media. Whether the relocated sponsorship spots will irritate loyal viewers remains to be seen.