WETA

What WETA does

WETA (legal name: Greater Washington Education Telecommunications Association, Inc.) is a 501(c)(3) nonprofit public broadcasting organization founded in 1961, headquartered at the Sharon Percy Rockefeller Center for Public Media in Arlington, Virginia. It operates as the primary PBS member station for the Greater Washington D.C. market, serving viewers and listeners across D.C., suburban Maryland, and northern Virginia with over-the-air broadcast television, FM classical music radio, and the free WETA+ streaming service spanning seven channels and on-demand content across Roku, Apple TV, Fire TV, Samsung, LG, Google TV, iOS, and Android.

Its content portfolio combines national PBS programming (PBS NewsHour, NOVA, Ken Burns documentaries, Washington Week with The Atlantic, Masterpiece) with locally produced original series (WETA Arts, It's Academic, Boundary Stones, If You Lived Here, Get Out of Town) and targeted initiatives including Well Beings (health and caregiving), Climate Kitchen (sustainability), and a children's education ecosystem of wholly owned properties (AdLit, BrainLine, Colorín Colorado, Reading Rockets, Reading Universe, LD OnLine, Start with a Book). Major productions include the PBS documentary 'Caregiving' (2025, executive produced by Bradley Cooper) and the National Memorial Day Concert, a 37-year annual PBS broadcast co-produced with Capital Concerts.

Revenue is generated through individual viewer and listener memberships and donations (primary stream), corporate sponsorships (Lockheed Martin, American Airlines, General Dynamics, Horatio Alger Association), workplace giving programs (Combined Federal Campaign, Community 1st, United Way), a vehicle donation program, and grants (notably the Alfred P. Sloan Foundation, $10.06M cumulative across 2009-2018). Distribution and audience development are pursued through PBS Passport, institutional partnerships (Fairfax County Public Library serving 1.1M+ cardholders), content co-production alliances (Fred Rogers Productions, Lea Pictures, Ark Media, Support+Feed, Atlas Films), and multi-platform digital channels. Leadership is anchored by President and CEO Sharon Percy Rockefeller, with 251-500 employees overall.

Name

WETA

Legal name

Greater Washington Education Telecommunications Association, Inc.

Website

https://weta.org

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

11–50 employees

Short description

WETA is a 501(c)(3) nonprofit PBS member station serving the Greater Washington D.C. area with broadcast television, classical FM radio, and the free WETA+ streaming platform, distributing national PBS content and local productions.

Ownership category

akta.pro rank

Product category

Public Broadcasting

NAICS

Broadcasting and Content Providers (516), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162), Motion Picture and Video Industries (5121)

SIC

Television Broadcasting Stations (4833), Services-Motion Picture & Video Tape Production (7812), Services-Motion Picture & Video Tape Distribution (7822)

akta.pro primary industry

National Public Radio Networks & Member Stations (NPR-style) (MPABADAB)

akta.pro secondary industries

Public Media Digital Platforms & Streaming (Apps, On-demand, Podcasts) (MPABADAG), Educational/Instructional Public Media Services (Schools, Distance Learning) (MPABADAH), Special Education & Accessibility-Optimized Media (UDL, AAC, Captioning) (EDAGALAH), Music & Audio Streaming Platforms (BPAMAJAC), Public Broadcasting Grants & Government Funding Administration (MPABADAM)

Keywords

• Public broadcasting services
• Educational television
• Classical music radio
• Streaming media platform
• Nonprofit media organization

Headquarters

HQ city

Alexandria

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Membership and Donations: WETA operates as a 501(c)(3) nonprofit organization relying on viewer/listener memberships, donations, and pledge drives. Tax ID: 53-0242992.
2. Corporate Sponsorship: Corporate sponsors support programming. Lead sponsor for National Memorial Day Concert: Lockheed Martin. Additional sponsors: American Airlines, General Dynamics, Horatio Alger Association.
3. Workplace Giving Programs: Combined Federal Campaign (#99581), Community 1st of Greater Washington (America's Charities), United Way (#8355).
4. Vehicle Donation Program: Donation of cars, boats, motorcycles, trucks via vehicle donation program supporting WETA programming and community outreach.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

WETA is a 501(c)(3) nonprofit public broadcasting station serving the Greater Washington D.C. area with free over-the-air television (WETA PBS) and classical music FM radio (WETA Classical). The organization distributes PBS programming including news, documentaries, drama, and educational content, and operates WETA+, a free streaming service providing on-demand PBS and WETA shows plus live TV streaming across 7 channels. WETA also produces local programming covering regional history, arts, and community issues, supported by viewer/listener memberships, donations, corporate sponsorships, and workplace giving.

Product overview

WETA is a multi-platform public media organization operating as a unified portfolio of interconnected broadcast, streaming, digital, and educational services. The core offerings consist of WETA Television (PBS-affiliated broadcast channel) and WETA Classical (classical music radio station), both available over-the-air and through cable/satellite. These are extended digitally through WETA+, a free streaming platform that provides on-demand access to PBS and WETA original content alongside live streaming of 7 channels (WETA PBS, WETA UK, WETA Metro, WETA World, WETA PBS Kids, NHK World, FNX). Local programming (WETA Arts, If You Lived Here, Get Out of Town, It's Academic, Boundary Stones history site) complements national PBS content (NOVA, Washington Week, Ken Burns documentaries). Educational initiatives (WETA Kids, Ready To Learn) and the Well Beings health initiative round out the portfolio, with PBS Passport providing extended on-demand access for members.

Differentiator

Problem solved

Functional benefit

Brands

• WETA+: Free streaming service offering acclaimed PBS and WETA shows on-demand with live TV streaming across multiple WETA channels
• WETA Classical
• WETA PBS
• WETA Arts
• WETA Virtuoso
• Boundary Stones
• Well Beings
• PBS Passport

Products and services

• WETA Television WETA's primary public television broadcast channel serving the Greater Washington area with PBS programming including news, drama, history, science, arts, and educational content.
• WETA Classical Radio Classical music radio station (FM) serving the Washington D.C. metro area with classical music programming, including sub-brands WETA VivaLaVoce, WETA Virtuoso, and opera content.
• WETA+ Streaming Service Free streaming service offering on-demand access to acclaimed PBS and WETA shows, live streaming of all WETA TV channels (7 channels including WETA PBS, WETA UK, WETA Metro, WETA World, WETA PBS Kids, NHK World, FNX), and locally-curated collections.
• Caregiving Documentary PBS documentary highlighting the challenges and triumphs of family and professional caregivers in America, addressing caregiving needs for 53-105.6 million U.S. adult caregivers and 5.4 million child caregivers.
• Many Ways to Show You Care Multiplatform content initiative for children aged 2-6 teaching caregiving through documentaries, music videos, and educational materials, produced with Fred Rogers Productions.
• National Memorial Day Concert 2026 37th annual National Memorial Day Concert broadcast live from U.S. Capitol on PBS, marking nation's 250th anniversary with tributes to veterans from American Revolution through Vietnam War.
• Washington Week with The Atlantic Weekly news and public affairs program providing in-depth analysis of the week's biggest political stories, co-produced by WETA.
• WETA Arts Local magazine-style program celebrating visual and performing arts in the D.C. area, presenting stories, profiles, and discussions about emerging and established artists.
• Boundary Stones WETA's local history website covering Washington D.C., suburban Maryland, and northern Virginia, featuring articles, videos, and explorations of local historical stories and topics.
• Classical Breakdown Podcast Bi-weekly podcast hosted by John Banther featuring classical music interviews, deep dives, and analysis, produced as part of WETA Classical radio.
• Well Beings WETA's health-focused initiative producing public media programming about health, wellness, mental health, and caregiving topics.
• Education Programs Educational initiatives including PBS Kids Player, Ready To Learn, Teacher Workshops, Student Reporting Labs, and National Education Projects supporting learning in classrooms.

Quantifiable outcome

• Over 60 years of trusted community service since 1961
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature2 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Capital ConcertscoreStrategic or Co-development Partner · 4 May 2026Co-producer of the National Memorial Day Concert with WETA. The 37th annual broadcast from U.S. Capitol marks nation's 250th anniversary with tributes to veterans from American Revolution through Vietnam War. Airs on PBS hosted by Joe Mantegna and Gary Sinise.
• Lockheed MartincoreGTM or Marketing Partner · 4 May 2026Lead corporate sponsor of National Memorial Day Concert 2026, marking nation's 250th anniversary.
• American AirlinesminorGTM or Marketing Partner · 4 May 2026Corporate sponsor of National Memorial Day Concert 2026 broadcast from U.S. Capitol.
• General DynamicsminorGTM or Marketing Partner · 4 May 2026Corporate sponsor of National Memorial Day Concert 2026 broadcast from U.S. Capitol.
• Horatio Alger AssociationminorGTM or Marketing Partner · 4 May 2026Corporate sponsor of National Memorial Day Concert 2026 broadcast from U.S. Capitol.
• Fairfax County Public LibrarycoreStrategic or Co-development Partner · 27 April 2026Partnership provides free WETA+ streaming service access for 1.1M+ FCPL cardholders with thousands of on-demand PBS and WETA programming hours, live TV streaming across multiple channels, and curated book recommendations tied to Ken Burns programming including 'The American Revolution' documentary events.
• Support+FeedcoreStrategic or Co-development Partner · 26 March 2026Co-producer of 'Climate Kitchen' public media series with WETA and Atlas Films. Lifestyle cooking show focused on sustainable living and plant-based eating, part of WETA's Well Beings health initiative, slated to premiere on public media nationwide in 2027.
• Atlas FilmscoreStrategic or Co-development Partner · 26 March 2026Co-producer of 'Climate Kitchen' public media series with WETA and Support+Feed. Lifestyle cooking show focused on sustainable living and plant-based eating, slated to premiere on public media nationwide in 2027.
• Universal Music GroupminorGTM or Marketing Partner · 26 March 2026Initial funding underwriter for 'Climate Kitchen' series development. Series hosted by Maggie Baird with celebrity guests including Billie Eilish, Finneas O'Connell, Martha Stewart, and Sylvia Earle.
• Fred Rogers ProductionscoreStrategic or Co-development Partner · 20 October 2025Launching multiplatform content initiative 'Many Ways to Show You Care' connected to WETA-produced PBS documentary 'Caregiving,' teaching children aged 2-6 about caregiving through documentaries, music videos, and educational materials.
• Comfort KeepersminorGTM or Marketing Partner · 24 June 2025Home care provider with 600+ franchise locations sponsoring PBS documentary 'Caregiving' produced by WETA Washington, D.C. Documentary highlights challenges and triumphs of family and professional caregivers, addressing caregiving needs for 53-105.6 million U.S. adult caregivers and 5.4 million child caregivers.
• Lea PicturescoreStrategic or Co-development Partner · 24 June 2025Bradley Cooper's production company executive producing PBS documentary 'Caregiving' in partnership with WETA Washington, D.C. and Ark Media. Narrated by Uzo Aduba.
• Ark MediacoreStrategic or Co-development Partner · 24 June 2025Production partner for PBS documentary 'Caregiving' in partnership with WETA Washington, D.C. and Lea Pictures. Documentary highlights challenges and triumphs of family and professional caregivers.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• WGBH: WGBH is the Boston PBS member station and the largest producer of PBS content nationally (NOVA, Frontline, American Experience, Masterpiece). Like WETA, it operates TV, radio (WCRB classical), a streaming platform (GBH Passport), and a portfolio of educational digital properties, and produces signature national documentary franchises.
• WNET: WNET is the New York City PBS member station operating THIRTEEN, WLIW21, and NJTV, plus the ALL ARTS streaming channel. Comparable to WETA in operating multiple broadcast channels, producing national programming (Great Performances), and serving a major-metro audience with educational and cultural content.
• KQED: KQED is the San Francisco Bay Area PBS and NPR member station, operating television, radio, and digital platforms. Directly comparable to WETA in audience scale, mission-driven nonprofit funding model, classical/arts programming, and educational sub-brand portfolio.
• WHYY: WHYY is the Philadelphia PBS and NPR member station, operating television, radio, and digital platforms in a major Northeast metro. Comparable to WETA in scale, mixed TV/radio/digital portfolio, and regional educational programming mission.
• PBS SoCal / KCET: PBS SoCal (formerly KCET) is the Los Angeles PBS member station, operating a multi-channel broadcast lineup and a streaming platform (PBS SoCal Plus). Comparable to WETA in multi-channel structure, regional-local programming emphasis, and streaming-distribution strategy.

Broad incumbents

• PBS (Public Broadcasting Service): PBS is the national network of which WETA is a member station. PBS sets national programming strategy, distributes content, and administers member-station relationships; it is the closest broad-incumbent comparable to WETA's overall mission and content-distribution function.
• NPR (National Public Radio): NPR is the national public radio network with a member-station model directly parallel to PBS, including the same federal CPB funding exposure and membership-based underwriting model. WETA's radio operations (WETA Classical, WETA-FM/WGMS-FM) operate in the same public-radio ecosystem.
• American Public Media (APM): APM (formerly American Public Media) is one of the largest public radio content producers and distributors, including Marketplace and A Prairie Home Companion. Comparable to WETA Classical's radio distribution model and classical/lifestyle programming strategy.

Regional players

• Maryland Public Television: Maryland Public Television is the state-wide PBS affiliate network serving the same suburban Maryland viewing area that overlaps WETA's broadcast footprint. Relevant regional comparable for audience-overlap analysis and educational programming benchmarks.

Others

• PBS Kids: PBS Kids is the national children's educational programming brand distributed via PBS member stations including WETA. Relevant adjacent comparable for WETA's WETA PBS Kids channel and educational-initiative portfolio, including competition for children's educational media attention.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wetatvfm
• YouTubeyoutube.com/c/WETAPBS
• Facebookfacebook.com/wetatvfm
• Instagraminstagram.com/wetatvfm

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries11 records

Funding overview

Funding rounds8 records

Investors2 records

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WETA