Milwaukee Public Television

What Milwaukee Public Television does

Milwaukee Public Television (Milwaukee PBS) is a non-profit public broadcasting station founded in 1957, operating as a licensee of Milwaukee Area Technical College (MATC) and supported by the MATC Foundation, a 501(c)(3) entity. The station serves the Milwaukee, Wisconsin viewing area through six over-the-air broadcast channels (Channels 10.1, 10.2, 10.3, 36.1, 36.2, 36.3), digital streaming via the PBS App and pbs.org, and a member-gated on-demand library branded Milwaukee PBS Passport. Its programming mix combines national PBS content with locally produced shows focused on Wisconsin communities and underrepresented cultural groups, including Around the Corner with John McGivern, Adelante (Latino), Black Nouveau (African American), Hmong 50th: Home in Wisconsin, My Wisconsin Backyard, Rhythm Cafe MKE, The Arts Page, Movers and Shakers, and Wisconsin's Underground Railroad. It also distributes PBS KIDS programming, PBS LearningMedia teacher resources, and student-produced content created through the MATC partnership.

Milwaukee PBS operates with a small staff of approximately 21 employees and generates revenue primarily through individual membership donations, corporate underwriting, and alternative giving channels including vehicle, real estate, and stock/securities donations. A secondary revenue stream comes from organized travel experiences branded with PBS (e.g., the Anne Frank Exhibition trip scheduled for September 2026 in Chicago). Its go-to-market is community-led and event-driven: pledge campaigns during broadcast, in-person concerts and screenings, civic town halls co-presented with the Milwaukee Journal Sentinel, and student production workshops that cultivate future members and donors while embedding the station in the regional educational ecosystem.

The station's technology footprint is built on PBS network-shared platforms rather than proprietary infrastructure. There are no disclosed patents, APIs, SDKs, AI/ML capabilities, or independent funding rounds in the input data. Milwaukee PBS's strategic positioning is grounded in its local cultural mandate — producing and distributing content that reflects Milwaukee's diverse communities and is not available on commercial broadcast — rather than in scalable technology or commercial revenue growth. The core value proposition is free over-the-air access to public television programming, supplemented by member-only on-demand depth and a slate of culturally specific local shows that constitute the station's primary differentiated offering.

Name

Milwaukee Public Television

Legal name

Milwaukee Area Technical College (MATC)

Website

https://mptv.org

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Milwaukee Public Television is a non-profit public broadcasting station founded in 1957, operated as a licensee of Milwaukee Area Technical College and serving Milwaukee-area viewers through six broadcast channels, PBS digital streaming, and locally produced cultural and educational programming.

Ownership category

akta.pro rank

Product category

Public Television Broadcasting

NAICS

Television Broadcasting Stations (516120), Television Broadcasting Stations (51612)

SIC

Television Broadcasting Stations (4833)

akta.pro primary industry

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

akta.pro secondary industry

Educational/Instructional Public Media Services (Schools, Distance Learning) (MPABADAH)

Keywords

• Public broadcasting services
• Television broadcasting
• Educational programming
• Community media
• Local content production

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Membership and Donation Revenue: Individual member donations and renewals form a core revenue stream. Members receive benefits including Milwaukee PBS Passport access to extended on-demand content.
2. Corporate Support and Partnerships: Corporate partners and sponsors provide financial support in exchange for recognition and association with public television programming and events.
3. Vehicle and Estate Donations: Accepts vehicle donations, real estate donations, and stock/securities contributions as alternative giving methods for supporters.
4. Travel Program: Organized travel experiences with PBS branding provide revenue through tour participation fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Milwaukee Public Television is a PBS-affiliated public broadcasting station that produces and distributes local television programming for the Milwaukee and Wisconsin viewing area via free over-the-air broadcast (Channels 10 and 36) and digital streaming. Its core offerings include locally produced cultural and community programs, national PBS content, PBS KIDS educational programming, teacher resources, and a member-only on-demand streaming service (Milwaukee PBS Passport). Revenue is generated primarily through individual memberships, donations, corporate sponsorships, and travel program participation.

Product overview

Milwaukee Public Television is a public broadcasting station operated by Milwaukee Area Technical College (MATC). The organization provides local broadcast television programming including locally-produced shows, PBS national content, children's programming, educational resources, and streaming video on-demand services. The core viewing products include Milwaukee PBS Passport (on-demand member benefit), local programs (Adelante, Black Nouveau, Movers and Shakers, My Wisconsin Backyard, Rhythm Cafe MKE, The Arts Page, Roots and Legacy), student productions, PBS KIDS programming, and PBS Teacher Resources. The station also organizes community events including concerts, screenings, and educational travel programs.

Differentiator

Problem solved

Functional benefit

Brands

• Milwaukee PBS Passport: Member benefit providing extended on-demand access to quality public television programming including drama, science, history, and arts content.

Products and services

• Milwaukee PBS Passport Member benefit providing extended on-demand access to an on-demand library of quality public television's premier programming including drama, science, history, and arts content. Available to Milwaukee PBS station members.
• Adelante Local television program serving the Latino community in Milwaukee with news and cultural content.
• Black Nouveau Local television program focused on African American culture, news, and community stories in Milwaukee.
• Movers and Shakers Local television program profiling notable individuals and leaders in the Milwaukee community.
• My Wisconsin Backyard Local television program showcasing Wisconsin's natural beauty, gardens, and outdoor spaces.
• Wisconsin's Underground Railroad Documentary program exploring the history of the Underground Railroad in Wisconsin.
• Rhythm Cafe MKE Local television program featuring Milwaukee's jazz and music scene.
• Roots and Legacy: Jesus Salas Documentary based on Jesus Salas' memoir about the Latino migrant farmworkers movement during the 1960s.
• The Arts Page Local television program featuring arts, culture, and creative performances in Milwaukee.
• Student Productions Student-produced content program including Letters to Santa, Live @ The Lakefront, Student Live Stream, and Student Television Workshop delivered through partnership with MATC for media training.
• PBS KIDS Educational programming for children available 24/7 through the PBS KIDS channel and digital platforms.
• PBS Teacher Resources Teacher resources and materials for classroom use provided through PBS LearningMedia, targeted at Wisconsin educators and families.
• Speaking of... Podcast Podcast channel featuring local productions and programming discussions from Milwaukee PBS.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Milwaukee Area Technical College (MATC)coreStrategic or Co-development PartnerMATC is the licensee of Milwaukee Public Television. The station operates as a licensee of MATC and is institutionally aligned with the college's educational mission. Student production programs and MATC Digital Media content are featured on the station.
• Public Broadcasting Service (PBS)coreTechnology or IntegrationMilwaukee PBS is a PBS station licensee with access to PBS programming, the PBS App, PBS Passport platform, and network branding. The station leverages PBS technology platforms for streaming and content delivery.
• Milwaukee Journal SentinelminorGTM or Marketing PartnerCollaborative media partnership for town hall events such as 'The Future of Manufacturing Town Hall' held at MATC's Cooley Auditorium. Co-branded content and community engagement initiatives.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Peers

• WNET New York:

Regional players

• Iowa PBS: Statewide public TV network serving neighboring Iowa with similar local production, educational programming, and PBS Passport membership — comparable in scale but operating across an entire state rather than a single metro.

Direct peers

• Twin Cities PBS (TPT): St. Paul/Minneapolis PBS station with comparable size, multi-channel broadcast, original local programming, and Passport membership model — a peer of similar operational scale and Midwest market positioning.
• WTTW Chicago: Chicago's primary PBS member station serving a large upper-Midwest urban market with a comparable slate of local cultural programming, member-driven Passport service, and educational mission. Closest analog to Milwaukee PBS by station model and regional adjacency.
• Wisconsin Public Radio: Wisconsin's statewide public radio network with parallel mission of local and educational programming, donor-driven revenue model, and statewide noncommercial broadcasting footprint — same state, complementary medium.

Broad incumbents

• WGBH Boston: One of the largest and most prolific PBS member stations and a primary producer of national PBS programming (Frontline, NOVA, American Experience). Demonstrates the upper bound of scale a PBS station can reach while maintaining local programming.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/MilwaukeePBS
• YouTubeyoutube.com/user/MilwaukeePBS
• Facebookfacebook.com/MilwaukeePBS
• LinkedInlinkedin.com/company/milwaukee-public-television

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 Milwaukee Public Television