SoCal PBS Rebrands to Focus on Streaming

Sarah Favot

Favot is an award-winning journalist and adjunct instructor at USC's Annenberg School for Communication and Journalism. She previously was an investigative and data reporter at national education news site The 74 and local news site LA School Report. She's also worked at the Los Angeles Daily News. She was a Livingston Award finalist in 2011 and holds a Master's degree in journalism from Boston University and BA from the University of Windsor in Ontario, Canada.

SoCal PBS Rebrands to Focus on Streaming

In the new television landscape where streaming services like Disney Plus, Apple TV and Netflix dominate, Southern California's flagship PBS stations announced Tuesday a rebranding effort that includes new logos and a redesign of its websites as they shift their focus toward streaming.

A third of PBS SoCal and KCET's viewers are streaming shows rather than watching them on traditional television, part of a larger trend where about 80% of U.S. consumers subscribe to at least one paid streaming video service, according to Deloitte. Twenty-five million households have cut the cord since 2012, CNBC reported last year.

The redesign is aimed at attracting more viewers to their streaming services. With this shift, PBS SoCal and KCET are preparing for a "digital future," in order to compete with streaming service providers.

"Broadcast will continue to be a significant portion of our viewing, but as people are migrating to streaming devices as their primary entry point for entertainment, we will be there," Dan Ferguson, Public Media Group of Southern California's senior vice president of marketing and communications, said in an interview.

The redesign moved the organization's websites to the same content management system, making it easier to share content and streamline the process for those who manage them.

The company hopes the new websites will be more customized with easier search and navigation tools, making it easier for viewers to find and watch what they're looking for.

Ferguson said the company launched a campaign to drive awareness to its app when the pandemic hit and that downloads have since been "really healthy."

PBS SoCal and KCET merged two years ago along with satellite service Link TV to establish the Public Media Group of Southern California, which is available to 18 million viewers. Ferguson hopes the rebranding will solidify brand unity among the three channels.

Although it is undergoing a rebranding effort, the company remains committed to its mission of public service in the areas of education, arts and culture, news and diversity and inclusion, Ferguson said.

"As we head into a new year, it is important to remember that although the looks of both PBS SoCal and KCET are changing, our mission remains the same: to strengthen the civic fabric of Southern California while sharing diverse perspectives and providing an essential connection to a wider world," Public Media Group of Southern California President and CEO Andrew Russell said in a news release.

PBS SoCal airs PBS programming and focuses on educational programming for children and families, while KCET specializes in arts, culture and local news.

While the company said its local TV broadcast stations will "continue to be as vital as ever," the effort signals its commitment to on-demand, digital content through streaming, apps, social media and other means.

The marketing campaign, called "You Happen Here," started airing on PBS SoCal and KCET and will include on-air promo spots, website messaging, membership communications and social media posts in the coming months.

The new graphics and colors are meant to reflect the "hues of Southern California."

PBS SoCal's rebranding keeps its relationship to the PBS national brand while "bringing in a unique Southern California feeling." The logo keeps the PBS blue, but introduces coral as the new signature color.

KCET's new logo has a vibrant yellow color that "embodies Southern California values of illumination, inclusion and exploration," the company said.

Subscribe to our newsletter to catch every headline.


Genies Wants To Help Creators Build ‘Avatar Ecosystems’

Christian Hetrick

Christian Hetrick is dot.LA's Entertainment Tech Reporter. He was formerly a business reporter for the Philadelphia Inquirer and reported on New Jersey politics for the Observer and the Press of Atlantic City.

Genies Wants To Help Creators Build ‘Avatar Ecosystems’

When avatar startup Genies raised $150 million in April, the company released an unusual message to the public: “Farewell.”

The Marina del Rey-based unicorn, which makes cartoon-like avatars for celebrities and aims to “build an avatar for every single person on Earth,” didn’t go under. Rather, Genies announced it would stay quiet for a while to focus on building avatar-creation products.

Genies representatives told dot.LA that the firm is now seeking more creators to try its creation tools for 3D avatars, digital fashion items and virtual experiences. On Thursday, the startup launched a three-week program called DIY Collective, which will mentor and financially support up-and-coming creatives.

Read moreShow less

Here's What To Expect At LA Tech Week

Christian Hetrick

Christian Hetrick is dot.LA's Entertainment Tech Reporter. He was formerly a business reporter for the Philadelphia Inquirer and reported on New Jersey politics for the Observer and the Press of Atlantic City.

Here's What To Expect At LA Tech Week

LA Tech Week—a weeklong showcase of the region’s growing startup ecosystem—is coming this August.

The seven-day series of events, from Aug. 15 through Aug. 21, is a chance for the Los Angeles startup community to network, share insights and pitch themselves to investors. It comes a year after hundreds of people gathered for a similar event that allowed the L.A. tech community—often in the shadow of Silicon Valley—to flex its muscles.

From fireside chats with prominent founders to a panel on aerospace, here are some highlights from the roughly 30 events happening during LA Tech Week, including one hosted by dot.LA.

Read moreShow less

Behind Her Empire: AAVRANI Co-Founder Rooshy Roy On Redefining Success and Embracing Identity

Yasmin Nouri

Yasmin is the host of the "Behind Her Empire" podcast, focused on highlighting self-made women leaders and entrepreneurs and how they tackle their career, money, family and life.

Each episode covers their unique hero's journey and what it really takes to build an empire with key lessons learned along the way. The goal of the series is to empower you to see what's possible & inspire you to create financial freedom in your own life.

AAVRANI Co-Founder Rooshy Roy
Photo courtesy of AAVRANI

Growing up in the suburbs of Detroit, Rooshy Roy said, as the only Indian girl in school, she spent a lot of time feeling like an outsider and like she wasn’t meeting others’ expectations of “how an Indian girl should behave.”

Flash forward 20 years, and the differences Roy was once ashamed of are now the inspiration for her skincare company.

Read moreShow less