Public television stations would become like commercial independent stations. In small markets, there are few independent stations, although network affiliates can survive. Affiliates get network subsidies for some of their basic operating costs. These subsidies allow them to chase after the local advertising accounts that make them profitable. Public TV stations in small markets would be like independent stations without any outside subsidy and would struggle even harder to keep their heads above water.
Advertisers generally covet younger viewers.
It seems unlikely that they would pay a premium for the public TV audience, which skews older. In fact, they can be picked up at bargain rates in the Springfield market. Inevitably, to garner premium rates, we'd have to search out younger consumers. At WGBY, three of our largest underwriters don't advertise in the local media. They underwrite programming on WGBY for their employees and to signal to the community their interest in the quality of life.