The changing world of PBS

The changing world of PBS Funding is off, but viewer loyalty creates optimism in a 500-channel universe. ¶ It has been a rough three years for the Public Broadcasting System, even by the admission of the most ardent supporters of public television. ¶ In recent years, PBS has suffered through the same downturn in foundation, corporate and individual giving that has hit other non-profits. It has lost longtime program sponsors -- most notably Exxon Mobil, which had underwritten ``Masterpiece Theatre,'' one of PBS's signature series, to the tune of $300 million over 35 years. [snip] In Mitchell's mind, that PBS ``brand'' will also serve it well when the high technologies of digital television and video on demand become more commonplace. ``People are going to choose brands they trust. They're going to go for icon series that have been on the air for a long time,'' she contends. [snip] [San Jose Mercury News]