Valley PBS has a new license. Here is what it needs to become even better | Opinion

KVPT Channel 18, the San Joaquin Valley’s public television channel, is many things to its seven-county area of service, but there is one thing the station has yet to achieve — a solid, well-informed commitment to local programming that reflects the diverse nature of local arts, entertainment, opinion, news, and public affairs.

This type of local programming is a core value and purpose of “non-commercial, public education” television. It can be argued that this was the main reason the Corporation for Public Broadcasting was created, followed by creation of the Public Broadcasting System. It is the reason the Federal Communications Commission carved out a chunk of the public’s airwaves devoted to “non-commercial, educational television” in the first place.

There is no arguing that Channel 18 provides vitally important national news and opinion programming, along with high quality national arts and entertainment programming. The station also hosts a smattering of locally produced programming devoted to agribusiness, education and travel.

However, there appears to be no particular process that informs Channel 18’s management on what kind of local programming the entire, seven-county audience, and/or potential audience expects, or would like to see the station produce. Ascertaining these needs and desires for local programming should be an essential part of the station’s decision-making. The absence of such could lead to haphazard, expensive productions of say, “bromance travelogs”, or information programs that lack the balance of multiple, well-informed sources and viewpoints.

I was recently asked by a member of the station’s community advisory board to apply for an open seat, which after much consideration I did. (I have yet to be informed of whether I will be honored with the important responsibility of serving on the board.) This rarely convened body of local volunteers exists, ostensibly to advise the station’s governing board on, among other things, the results of any important “ascertainment” function noted above.

To prepare myself for possibly being selected as a member of the advisory board, I asked several friends on Facebook and elsewhere to dream a little and inform me what kinds of local programming they’d like to see their local PBS affiliate produce. Some responded by stating they no longer watch the station much because it doesn’t serve their interests. Others complained that the small amount of local programming produced “lacked balance” in its portrayals of complex issues like California water.

But those willing to dream asked why, with such a vibrant local arts and entertainment scene there is not a local program, or programming devoted to these. Others believed there’s room for programming that explores the large diversity of cultures, foods, ethnicities and languages that exist throughout the valley. Still other’s believed there’s great need for well balanced public affairs programming that seeks the multiplicity of viewpoints on complex issues of local interest that exist here, specifically education.

Some respondents also wished that Channel 18 would explore collaborations with entities that already produce, or might be capable of producing, quality, important, local programming. One entity came up repeatedly — “CMAC”, the Community Media Access Collaborative. (This well regarded nonprofit media production organization is literally, “across the street” from Channel 18.) But other potential collaborators for local programming production exist: KVPR has a vibrant, local news operation. Local colleges, and universities have media programs with emerging, creative, and eager talent. Any such collaborations might also help offset production costs, and provide additional grant-funding opportunities.

If the responses I received hold any value, they would seem to indicate that were Channel 18 to redouble its commitment to its region of service by producing the kind of programming noted above, the station just might achieve a renewed level of goodwill, and concomitant financial support.

On Dec. 1st of this past year, Channel 18 (“Valley Public Television”) received renewal of its eight-year license. It is fortunate that the station did not apparently receive any serious challenges to its license renewal. During the next eight years, I sincerely hope that Channel 18 will increase genuine efforts to reach out to the existing, and potential audience within the station’s area of service. I believe there lies a vast, untapped resource of ideas for considering local, cultural, arts, entertainment, news, opinion and public affairs programming.

This story was originally published March 14, 2023 at 10:51 AM.