PBS and Amazon Partnership Introduces Free Public TV Streaming Model

ime-time channel popular in the 1980s and 90s, is just one example of the throwback content available on the third channel. PBS is considering options for future “pop-up” programming and is open to suggestions from stations, viewers and distributors.

“Our goal is to be in the PBS business together,” said Kerger, adding that the agreement with Amazon may be a model for future public TV collaborations with tech companies. “I think it is a model that others will look at and say, there could be a way to work together.”

Rubenstein said the deal signals a major shift in public broadcasting’s relationship with streaming platforms.

“A deal of this scale with the largest distributor of video content in the world is huge,” he said. “It represents a turning point in how we can go after these platforms and advocate for our stations.”

Despite the potential for local stations to increase their reach through Amazon distribution, Kerger said Amazon will not replace the need for stations to build relationships with their local communities.

Investing in local station data

“PBS stations have local video content that Amazon finds attractive,” she said. “They want to understand their users, understand what the market is like and where viewers are turning, and the data belonging to local stations is very attractive.”

To help stations compete in the streaming space, PBS is investing $500,000 in a subscription to media technology company VideoAmp, which delivers insights about how viewers are watching streamed content. VideoAmp will offer precise data on the number and demographics of viewers watching public TV shows on Amazon channels.

“We want to make sure our stations can use this tool to understand their audiences,” Rubenstein said. “This tool is crucial so our stations can make use of it.”

He added that the data investment is even more important in light of Amazon’s decision to eliminate IMDb TV, a free ad-supported TV and movie service, which offered a channel featuring several PBS shows.

Kerger said stations will benefit from knowing more about viewer preferences on demand channels such as Amazon Prime. The data can be used to adjust local content and provide decision-makers with insights on the type of content that resonates with audiences.

“This data is key,” Kerger said. “We need to better understand public television’s position within these FAST platforms.”