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John McGivern's Scoop


"Milwaukee PBS" The New Moniker

As it approaches its 60th anniversary, Milwaukee Public Television is changing its name and its image, to better express what it has come to stand for over the last several decades in Milwaukee. "We wanted a name that reflects where we are and what sets us apart from commercial broadcasters," said General Manager Bohdan Zachary. "We want people to know we are recommitting our mission to tell local stories. That's the 'Milwaukee' reference in our new name. At the same time, we are dedicated to sharing trusted PBS content on our television channels as well as our website." Milwaukee PBS is the new moniker, communicating that Milwaukee comes first. The new name emphasizes that our enterprise is a responsive, locally governed community resource, whose primary goal is to serve the needs of viewers in the area. The new name also signifies that Milwaukee PBS is the region's primary broadcaster of programming from PBS, which has been rated first in public trust among nationally known institutions for 13 consecutive years. PBS President and CEO Paula A. Kerger had this to say about the new name, "Milwaukee PBS effectively communicates what is best in public broadcasting - deep community roots and national scope. WMVS and WMVT are true homegrown treasures, dedicated to the idea that media can educate, inspire and entertain their audiences. As Milwaukee PBS moves towards the celebration of its 60th anniversary next year, its new name signals that the community continues to have a relevant, forward-looking media enterprise that will serve its audience well for years to come." There will be no schedule or program changes as a result of the name change. Milwaukee PBS still offers the same entertaining, inspiring and informative local programming focusing on southeastern Wisconsin. Also, viewers can still watch their favorite dramas, documentaries, science shows and public affairs programs from PBS. "The new name for our stations represents our renewed commitment to strengthening the region through the college's many services, including Milwaukee PBS," said MATC President Dr. Vicki J. Martin. "Aligning the stations with the recognized and respected PBS brand demonstrates the high-quality local programming and services that help improve the quality of life in southeastern Wisconsin and northern Illinois."