What WNMU-TV PBS does

WNMU-TV PBS is a public broadcasting television station licensed to and operated by Northern Michigan University, serving Michigan's Upper Peninsula and Northern Wisconsin since 1972. The station operates a multi-channel broadcast platform consisting of channel 13.1 (main PBS programming), 13.2 (PBS Kids), 13.3PLUS (expanded programming), and 13.4 (Michigan Learning Channel), reaching approximately 140,000 households weekly across a geographically defined region spanning from Ironwood to Sault Ste. Marie and Copper Harbor to Menominee. Digital distribution extends via livestream on the station website, the PBS App, PBS Passport on-demand streaming, PBS Kids app, and PBS LearningMedia with Google Classroom integration.

The station produces a slate of exclusive local content unavailable elsewhere, including the High School Bowl academic quiz tournament, the Ask the Series (interactive call-in shows with doctors, lawyers, DNR officials, veterinarians, CPAs, financial planners, and realtors), Media Meet public affairs program, Public Eye News student-produced daily newscast, What's U.P. community calendar show, and Fresh Coast Flashback film showcase. Community resources include the Virtual Calming Room (a digital wellness hub with animal live cams, mindfulness exercises, and guided meditations) and mental health programming such as the Facing Suicide documentary and regional town halls.

WNMU-TV operates as a 501(c)(3) nonprofit under a community-led go-to-market motion. Revenue is generated through sustaining monthly memberships ($10-$120 with thank-you gifts), one-time donations, underwriting partnerships with local businesses ($60-$150 per day or week across multiple programs), program patron sponsorships, annual fundraising events including Festival! and benefit concerts such as the Loudon Wainwright III concert at Strega Nonna, planned giving and legacy gifts, and federal funding through the Corporation for Public Broadcasting. The station maintains CPB compliance and FCC licensing, with a new translator station application filed in March 2026 to expand Marquette coverage.

Name

WNMU-TV PBS

Legal name

WNMU-TV

Website

https://wnmutv.nmu.edu

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

11–50 employees

Short description

WNMU-TV PBS is a public broadcasting television station operated by Northern Michigan University, serving approximately 140,000 households weekly across Michigan's Upper Peninsula and Northern Wisconsin via multi-channel broadcast and PBS streaming platforms since 1972.

Ownership category

akta.pro rank

Product category

Public Television Broadcasting

NAICS

Television Broadcasting Stations (516120), Radio and Television Broadcasting Stations (5161)

SIC

Television Broadcasting Stations (4833)

akta.pro primary industry

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

akta.pro secondary industries

Local News & Weather Stations (MPABACAJ), University/Educational Local Stations (College Radio, Campus TV) (MPABACAH)

Keywords

• Public television broadcasting
• Educational programming
• Local content production
• Community broadcasting
• Children's educational media

Headquarters

HQ city

Marquette

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Viewer Donations and Memberships: Sustaining monthly memberships and one-time donations from viewers across the Upper Peninsula and Northern Wisconsin. Monthly sustaining memberships provide dependable year-round support with automatic recurring contributions.
2. TV Underwriting and Sponsorships: Business underwriting partnerships including PrimeTime Underwriting ($60 per evening for 4 credits), Program Underwriting, and Day Sponsorships ($150 per day for 16 credits). Reaches approximately 140,000 households weekly.
3. Program Patrons: Sponsors support specific programs including High School Bowl ($60/week), Lawrence Welk Show ($100/month), Antiques Roadshow ($60/week), BBC World News America ($60/week), and Michigan Out of Doors ($60/Thursday).
4. Public Broadcasting Funding: Federal funding through Corporation for Public Broadcasting (CPB) compliance, institutional support from Northern Michigan University, and community partnerships.
5. Planned Giving and Legacy Gifts: Estate planning vehicles including charitable bequests, remainder trusts, gift annuities, stock donations, real estate gifts, and life insurance contributions.
6. Special Events Fundraising: Annual Festival! fundraiser (Festival '26) featuring special programming, Local Program Feature Night, and benefit concerts such as the Loudon Wainwright III benefit concert at Strega Nonna.
7. Great Grand Giveaway Contest: Annual contest offering Grand Hotel getaway prize valued at over $2,500, driving viewer engagement and donation entries.
8. PBS Passport: Extended streaming library with qualifying sustaining and annual memberships, featuring thousands of episodes from PBS favorites including dramas, documentaries, science, history, cooking, and arts programming.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels10 records

Core offering

WNMU-TV PBS is a public television station that broadcasts PBS national programming and locally produced content across four over-the-air channels to approximately 140,000 households weekly in Michigan's Upper Peninsula and Northern Wisconsin. The station distributes educational, public affairs, and entertainment content via broadcast, livestream, the PBS app, PBS Passport on-demand, and the Michigan Learning Channel, supported by viewer memberships, underwriting partnerships, and federal funding through the Corporation for Public Broadcasting.

Product overview

WNMU-TV PBS is a public broadcasting television station operated by Northern Michigan University, serving Michigan's Upper Peninsula and Northern Wisconsin since 1972. The station operates as a multi-channel broadcast platform (channel 13.1 with sub-channels 13.2 for PBS Kids and 13.4 for Michigan Learning Channel) offering a unified portfolio of PBS national programming alongside locally-produced content. Local productions include the Ask the Series (interactive call-in shows featuring doctors, lawyers, DNR officials, and veterinarians), High School Bowl academic competition, Media Meet public affairs program, Public Eye News student-produced newscast, and community programming like What's U.P. and Fresh Coast Flashback. The station's digital offerings include PBS Passport streaming (membership add-on), PBS Kids content via app and dedicated channel, and Michigan Learning Channel educational programming. Support mechanisms include sustaining memberships, underwriting partnerships, program patrons, legacy gifts, and vehicle donations. The station also provides community resources including a Virtual Calming Room for mental wellness and educational materials through PBS LearningMedia.

Differentiator

Problem solved

Functional benefit

Products and services

• WNMU-TV Broadcast Programming (Channel 13.1) Primary PBS channel broadcasting national PBS programming and local productions to approximately 140,000 households across the Upper Peninsula of Michigan and Northern Wisconsin.
• Ask the Series (Ask the Doctors, Lawyers, DNR, Veterinarians, Experts) Interactive call-in shows where local professionals answer viewer questions on health, legal, natural resources, animal health, expert, real estate, and financial planning topics. Each variant addresses different professional domains on a weekly schedule.
• High School Bowl WNMU-TV's long-running academic quiz tournament featuring high school teams from across the Upper Peninsula competing in quarterly and championship matches.
• Media Meet Weekly public affairs program featuring regional leaders and experts discussing issues impacting the Upper Great Lakes region.
• Public Eye News Daily newscast produced by Northern Michigan University students, covering local and national news, weather, and sports.
• What's U.P. Community calendar interview program highlighting upcoming events across Upper Michigan and Northern Wisconsin, featuring local organizations and initiatives.
• Fresh Coast Flashback Film showcase featuring fan favorite films from Marquette's Fresh Coast Film Festival, highlighting local stories, environmental issues, and life in the Upper Peninsula.
• Michigan Learning Channel (Channel 13.4) Free 24/7 instructional content broadcast on channel 13.4, aligned with Michigan educational standards and presented by Michigan educators, providing at-home link to classroom instruction for families, caregivers, and schools.
• PBS Kids Channel (13.2) 24/7 children's programming channel on 13.2 featuring shows including Daniel Tiger's Neighborhood, Arthur, Pinkalicious and Peterrific, Wild Kratts, and Odd Squad, also accessible via the PBS KIDS app and website.
• PBS Passport Extended on-demand streaming library included with qualifying sustaining and annual memberships, offering thousands of episodes from PBS favorites including dramas, documentaries, science, history, cooking, and arts programming.
• Sustaining Membership Monthly giving program allowing supporters to contribute automatically via bank account or credit card, providing dependable year-round support with benefits including PBS Passport access.
• Underwriting Partnerships Business sponsorship program for local businesses, healthcare organizations, and nonprofits offering on-screen logo and audio announcement credits during programs (Day Sponsorships at $150 for 16 credits, PrimeTime at $60 per evening, Program Patrons from $60/week or $100/month, and High School Bowl Question Sponsorships at $80 per game), reaching approximately 140,000 households.
• Virtual Calming Room Online wellness resource providing tools for managing stress and big emotions, featuring soothing soundscapes, animal live cams, mindfulness exercises, guided meditations, coloring activities, and journaling prompts.

Quantifiable outcome

• Serving approximately 140,000 households weekly across Upper Peninsula and Northern Wisconsin
• +2 more outcomes

Named customers20 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

Integration4 records

Partnerships

27 partnerships are on record, tiered minor, major and core.

• Strega NonnaminorGTM or Marketing Partner · 4 June 2026Negaunee restaurant hosting Loudon Wainwright III benefit concert on July 15, 2026. 50% of ticket sales benefit public broadcasting. Event includes dinner buffet and outdoor concert.
• UP Health System - MarquettemajorGTM or Marketing PartnerMajor underwriting partner sponsoring Ask the Doctors program. UP Health System - Marquette provides healthcare underwriting support to reach engaged public television audience.
• Ray & Peg Hirvonen FoundationmajorGTM or Marketing PartnerFoundation underwriting sponsor for Media Meet public affairs program, supporting quality regional journalism and public affairs content.
• Island Resort & CasinomajorGTM or Marketing PartnerHospitality underwriting partner sponsoring High School Bowl quiz tournament, reaching educational audience and community.
• Michigan Animal Health FoundationmajorGTM or Marketing PartnerFunding animal health programming including Ask the Veterinarians FAQ series and related educational content on animal health topics.
• Marquette-Alger Medical SocietycoreGTM or Marketing PartnerMedical society underwriting sponsor for Ask the Doctors program, connecting healthcare professionals with public television audience.
• Marquette County Bar AssociationcoreGTM or Marketing PartnerLegal professional association underwriting sponsor for Ask the Lawyers program, providing legal information to viewers.
• Michigan Association of CPAscoreGTM or Marketing PartnerCPA professional association underwriting sponsor for Ask the CPAs tax and financial question program.
• Financial Planners Association of MichigancoreGTM or Marketing PartnerFinancial planning professionals underwriting sponsor for Ask the Certified Financial Planners program, answering viewer financial questions.
• Upper Peninsula Association of RealtorscoreGTM or Marketing PartnerReal estate professional association underwriting sponsor for Ask the Realtors program on housing and real estate topics.
• The Nature ConservancycoreGTM or Marketing PartnerEnvironmental nonprofit underwriting sponsor for Thursday Prime Time programming, supporting nature and conservation content.
• Northwoods Chapter Safari Club InternationalminorGTM or Marketing PartnerConservation organization underwriting sponsor for Ask the DNR program on wildlife and natural resources.
• U.P. Whitetails Association of Marquette CountyminorGTM or Marketing PartnerHunting and wildlife organization underwriting sponsor for Ask the DNR program.
• NMU Center for Rural HealthcoreGTM or Marketing PartnerUniversity rural health center underwriting sponsor for Ask the Doctors program, supporting healthcare access information.
• Peninsula Medical CentercoreGTM or Marketing PartnerHealthcare provider underwriting sponsor for Ask the Doctors program.
• Sturgul & Long, S.C.coreGTM or Marketing PartnerLaw firm underwriting sponsor for Antiques Roadshow and Ask the Lawyers programs.
• Donald & Audrey Anderson FoundationmajorGTM or Marketing PartnerFoundation underwriting sponsor for High School Bowl academic quiz tournament supporting educational programming.
• 14 Upper Peninsula Credit Unions (TruNorth Federal, Marquette Community Federal, Tahquamenon Area, Soo Co-op, Peninsula Federal, Gogebic County Federal, Embers, Limestone Federal, Torch Lake Federal, U.P. State, Settlers Federal, Baraga County Federal, Northern Lights Community Federal)majorGTM or Marketing PartnerConsortium of Upper Peninsula credit unions underwriting sponsors supporting various WNMU-TV programming.
• Berrien RESA / Detroit Educational Television FoundationcoreGTM or Marketing PartnerEducational Television Foundation underwriting sponsor for PBS Kids channel 13.2.
• Northern Michigan UniversitycoreOthersParent institution operating WNMU-TV as public service. Provides institutional support, facilities, student media opportunities, and NMU COVID-19 updates integration.
• Michigan Learning ChannelcoreStrategic or Co-development PartnerStatewide public television partnership offering free 24/7 instructional content aligned with Michigan educational standards. WNMU broadcasts MLC on channel 13.4.
• PBS (Public Broadcasting Service)coreStrategic or Co-development PartnerNational public broadcasting network providing programming content, PBS app, PBS Passport platform, and brand affiliation.
• Roger Williams Park ZoominorGTM or Marketing PartnerZoo providing animal videos for WNMU-TV Virtual Calming Room, featuring one-minute animal profile videos.
• Friends of Big Bear ValleyminorGTM or Marketing PartnerOrganization operating bald eagle nest camera featured in Virtual Calming Room (Jackie and Shadow eagle pair in San Bernardino Mountains).
• Homosassa Springs / Save the Manatee ClubminorGTM or Marketing PartnerPartnership providing underwater manatee camera for Virtual Calming Room educational content.
• Monterey Bay AquariumminorGTM or Marketing PartnerAquarium providing jellyfish live camera for Virtual Calming Room calming content.
• Michigan Learning Channel Educators (LABS)coreStrategic or Co-development PartnerDigital community hub for Michigan educators to network, share resources, and support media creation in classrooms alongside MLC team.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Market position

Strengths5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/northern-michigan-university

Revenue estimate

Valuation estimate

Number of profiles

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 WNMU-TV PBS