What WKAR does

WKAR is a non-profit public broadcasting organization licensed to Michigan State University's Board of Trustees, operating five over-the-air television channels (23.1 through 23.5, plus NextGenTV experimental channels 27.1, 27.4, 27.5), 90.5 FM, NewsTalk AM 870/102.3 FM, and multiple specialized audio streams (Classical 24/7, Jazz 24/7, Radio Reading Service) serving Michigan's capital region. Founded in 1922 as one of the oldest public broadcasting stations in the United States, WKAR distributes PBS and NPR national programming alongside award-winning local originals such as Off the Record, Curious Crew, Impact: Michigan, Streetlight Sessions, and I Feel, reaching more than 500,000 mid-Michigan residents weekly through broadcast, streaming, mobile apps, and smart speakers.

The station's technical footprint combines licensed broadcast spectrum (FCC-regulated television and radio transmission), digital streaming infrastructure (WKAR Listen app for iOS/Android, PBS Video app, NPR app integration), voice-activated distribution (Amazon Alexa, Google Home, Apple HomePod), and a multi-channel content management system supporting five distinct television channels and six radio streams. Original production capabilities support children's educational content (Curious Crew, PBS KIDS channel 23.4, Michigan Learning Channel 23.5), local journalism (Off the Record, Impact: Michigan, The Signal newsletter), and community cultural programming (Streetlight Sessions).

WKAR's revenue model centers on voluntary community donations and memberships, with premium donor tiers including WKAR Passport ($5/month or $60/year) and the NPR+ Podcast Bundle ($8/month or $96/year), supplemented by major gifts, corporate underwriting, vehicle donations, and MSU institutional support. Following the 2025 elimination of federal funding through the Corporation for Public Broadcasting — which created a $1.6 million budget gap later reduced to $500,000 through community fundraising — the station restructured toward project-based independent contractor production and launched new commercial revenue initiatives including broadcast tower rental at its Okemos facility and external contract production services. Primary customer segments span mid-Michigan general audiences, families and children (the Reading Kits program has distributed 121,968+ books since 2020), news and information consumers, arts and music enthusiasts, and underserved communities served through Spanish-language programming and the Radio Reading Service for visually impaired listeners.

Name

WKAR

Legal name

Michigan State University Board of Trustees

Website

https://wkar.org

Company type

Private

Founded year

1922

Operating status

Operating

Headcount range

51–100 employees

Short description

WKAR is a non-profit public broadcasting station licensed to Michigan State University, operating five over-the-air TV channels and multiple FM/AM radio streams delivering PBS, NPR, and award-winning local content to 500,000+ mid-Michigan residents weekly through broadcast, mobile, and smart speaker channels.

Ownership category

akta.pro rank

Product category

Public Broadcasting

NAICS

Radio Broadcasting Stations (51611), Television Broadcasting Stations (516120), Radio and Television Broadcasting Stations (5161), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621), Broadcasting and Content Providers (516)

SIC

Television Broadcasting Stations (4833), Radio Broadcasting Stations (4832), Services-Membership Organizations (8600)

akta.pro primary industry

Public/Community Local Stations (PBS Member Stations, Community Radio, LPFM) (MPABACAG)

akta.pro secondary industries

Community/Low-Power Nonprofit Radio (LPFM/Community Radio) (MPABADAE), Language Learning & Literacy Channels (MPABAKAG), Open Multimedia OER (video, audio, podcasts, animations) (EDAGAJAF), Open Lesson Plans & Teaching Units (K–12) (EDAGAJAI), Open Educational Resources (OER) & Open Access Academic Publishing (MPAJABAG)

Keywords

• Public broadcasting services
• Community radio station
• PBS member station
• NPR affiliate
• Educational television

Headquarters

HQ city

East Lansing

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership/Donations: Recurring donations from community members, including monthly sustaining gifts and one-time contributions. This has become the primary revenue stream following elimination of federal funding. NPR+ Podcast Bundle ($8/month or $96/year) and WKAR Passport ($5/month or $60/year) are premium donor tiers.
2. Major Gifts: Significant individual donations from supporters, including estate planning and legacy gifts. The station has seen increased major gift activity as community members respond to federal funding elimination.
3. Corporate Underwriting: Sponsorship and underwriting from businesses, with mentions of corporate support opportunities on the website.
4. Vehicle Donations: Accepts vehicle donations (cars, trucks, boats, RVs, motorcycles) as part of fundraising efforts.
5. Tower/ Infrastructure Rental: New revenue opportunity adding cellular service clients and renting space on broadcast tower in Okemos.
6. Contract Production: Pursuing contract production opportunities based on unique services WKAR can provide.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels8 records

Core offering

WKAR is a non-profit public media organization that delivers free over-the-air television across five channels and multi-stream radio programming (NPR news, classical music, jazz, talk) to more than 500,000 mid-Michigan residents weekly. It produces award-winning original local programming (Off the Record, Curious Crew, Impact: Michigan, Streetlight Sessions, I Feel, Curious About Michigan, Beyond the Score), operates the WKAR Listen mobile app, and runs community education initiatives including Reading Kits that have distributed over 121,968 books to children since 2020.

Product overview

WKAR Public Media operates as a unified public broadcasting organization offering both television and radio services. The television portfolio includes five over-the-air channels: WKAR-TV (23.1) for PBS content and WKAR originals, WKAR World (23.2) for documentaries, WKAR Create (23.3) for lifestyle programming, WKAR PBS KIDS (23.4) for children's content, and the Michigan Learning Channel (23.5) for educational instruction. Radio services span 90.5 FM (NPR News and classical music), NewsTalk AM 870/102.3 FM, the Radio Reading Service, and 24/7 classical and jazz streams. WKAR produces award-winning original programming including Off the Record, Curious Crew, Impact: Michigan, Streetlight Sessions, I Feel, and Curious About Michigan. Digital offerings include the WKAR Listen app, WKAR Passport membership benefit, and The Signal weekly newsletter. Education initiatives encompass Reading Kits distribution, PBS Learning Media, and the Michigan Learning Channel. The organization serves Michigan's capital region with content from PBS, NPR, and local originals.

Differentiator

Problem solved

Functional benefit

Products and services

• WKAR-TV (Channel 23.1) HDTV broadcast channel featuring award-winning WKAR originals and PBS programming including performance, drama, science, news, and children's television. Free over-the-air.
• 90.5 WKAR FM NPR News and classical music radio station on 90.5 FM, featuring local hosts and reporters alongside national NPR programming including Morning Edition and All Things Considered.
• WKAR NewsTalk AM 870 / 102.3 FM Local news radio service for Michigan's capital region featuring NPR, BBC World Service, Latinx arts and culture programming, and WKAR news and sports.
• WKAR World (Channel 23.2) Public media channel featuring news, documentaries, and informational programming that helps viewers understand conflicts, movements, and cultures.
• WKAR Create (Channel 23.3) Lifestyle programming channel featuring public television series on food, travel, home and garden, arts and crafts, fitness, and other lifestyle interests.
• WKAR PBS KIDS (Channel 23.4) 24/7 children's programming channel featuring the PBS KIDS media brand, rated most educational by parents.
• Michigan Learning Channel (Channel 23.5) 24/7 instructional educational content supporting student learning and providing alternative resources for families and teachers.
• WKAR Radio Reading Service Free 24/7 audio reading service providing access to printed materials for individuals with visual or print impairments.
• WKAR Listen App Mobile application for iOS and Android enabling live and on-demand streaming of WKAR radio including 90.5 FM, NewsTalk, Classical, and Jazz streams.
• WKAR Passport Member benefit providing extended access to PBS shows and films. Requires $5/month or $60/year tax-deductible contribution.
• WKAR NPR+ Podcast Bundle Ad-free podcast subscription bundle providing access to favorite NPR podcasts. $8/month or $96/year with WKAR radio or TV membership.
• Off the Record Award-winning public affairs TV show covering Michigan politics and current events, produced by WKAR.
• Curious Crew Award-winning WKAR original STEM education series for children featuring hands-on science exploration.
• Beyond the Score WKAR original sports-related program covering Michigan State University athletics.
• Impact: Michigan Public affairs series examining how national issues affect Michigan communities, covering economy, education, mental health, and democracy.
• Streetlight Sessions Digital music performance series spotlighting Michigan artists with intimate performances filmed under a streetlight.
• Curious About Michigan Youth-driven travel series where teens explore Michigan destinations and learn about local culture and history.
• Curious About Careers Youth-driven series exploring career opportunities and professional paths for young audiences.
• I Feel WKAR original series helping children and families develop social-emotional skills through discussions about dreams, challenges, and resilience.
• Michigan Out-of-Doors Long-running WKAR original program covering Michigan's outdoors including fishing, hunting, conservation, and outdoor recreation.
• WKAR Education Outreach Educational services including Reading Kits distribution, PBS Learning Media resources, Learning Connections programs, and community workshops supporting early literacy.
• WKAR Reading Kits Free books and literacy materials distributed to children across mid-Michigan. Over 121,000 books provided to date through community events.
• The Signal Newsletter Weekly email newsletter highlighting key stories, civic decisions, and community moments relevant to mid-Michigan residents.

Quantifiable outcome

• Served 500,000+ mid-Michigan residents weekly
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• PBS (Public Broadcasting Service)coreStrategic or Co-development PartnerWKAR is the local PBS member station, receiving national PBS programming (documentaries, drama, children's shows, performing arts) and contributing original local content to the PBS network. Access to PBS resources, programming, and national platform.
• NPR (National Public Radio)coreStrategic or Co-development PartnerWKAR is the local NPR member station, receiving national news programming (Morning Edition, All Things Considered) and contributing local coverage to the NPR network.
• Michigan State University (MSU)coreStrategic or Co-development PartnerWKAR is licensed to MSU Board of Trustees and operates within the College of Communication Arts and Sciences. University provides institutional support, facilities, and student experiential learning opportunities.
• Michigan Learning ChannelcoreStrategic or Co-development PartnerCollaborative instructional content channel (23.5) providing standards-aligned educational programming for students and alternative resources for families and teachers.
• Capital Area Community ServicesminorGTM or Marketing PartnerCommunity partner testimonial supporting WKAR's early childhood education initiatives.
• Potter Park Zoological SocietyminorGTM or Marketing PartnerNonprofit partner highlighting WKAR's coverage of community nonprofits and cultural programming.
• MSU LibrariesminorGTM or Marketing PartnerPartnership for Book Talk Series events, including Juneteenth celebration programming.
• Knight Center for Environmental JournalismminorGTM or Marketing PartnerMSU-based center providing environmental journalism content and resources featured on WKAR.
• Sheri JonesminorOthersVeteran news anchor joined WKAR to host new public affairs series 'Impact: Michigan'.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• KQED: KQED is the San Francisco Bay Area PBS/NPR member station with a similar multi-channel OTA, local journalism, education, and donor-supported business model — a larger-scale comparable peer.
• WGVU Public Media: WGVU is Grand Rapids-based public TV and radio licensed to Grand Valley State University, the most direct Michigan peer to WKAR in scale, university-licensing structure, PBS/NPR affiliation, and community-funded model.
• WGBH (GBH): GBH is Boston's flagship PBS station and a major producer of national PBS content (Frontline, NOVA, American Experience); it offers a directly comparable multi-channel PBS/local-original/community-fundraising model, scaled up.
• WTTW Chicago: WTTW is a major-market PBS member station with a comparable multi-channel OTA lineup (WTTW, PBS KIDS, World, Create) plus local original production and education services — directly comparable operating model to WKAR.
• WETA: WETA is the Washington, D.C. PBS member station, comparable in multi-channel PBS broadcasting, local news/public-affairs programming, and university-area community-supported revenue model.
• Oregon Public Broadcasting (OPB): OPB is a statewide PBS/NPR member station combining TV, radio, and digital with local journalism and education outreach — a directly comparable public-media operating model to WKAR's regional network.
• Detroit Public Television (DPTV): DPTV is the Detroit-market PBS member station (WTVS), offering a directly comparable mix of PBS broadcast, local production, education outreach, and community-supported fundraising within Michigan.
• WHYY: WHYY is the Philadelphia PBS/NPR member station with comparable local journalism (Fresh Air), multi-channel broadcast, education services, and community-fundraising structure.
• Michigan Public (WUOM / Michigan Radio): Michigan Public is the statewide NPR network operated by the University of Michigan; it is the closest radio-side peer to WKAR in audience, NPR programming, and university-licensed non-profit structure.

Broad incumbents

• PBS Video App / PBS.org: PBS itself is the national network that WKAR is a member of; it is the broad incumbent that distributes national programming, supplies the Passport platform, and aggregates audience reach across all member stations including WKAR.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@wkar
• Facebookfacebook.com/wkarofficial
• LinkedInlinkedin.com/company/wkar-at-michigan-state-university
• Instagraminstagram.com/@wkarofficial

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

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

Frequently asked questions about WKAR