South Florida PBS - Comprehensive Analysis Report
Summary
South Florida PBS is Florida's largest public media company, serving approximately 6.3 million viewers across an expansive region from Key West to the Sebastian Inlet. Comprising public broadcasting stations WPBT, WXEL, and the Health Channel, its core mission is to empower and connect diverse communities through trustworthy broadcast and digital content, dynamic experiential learning, and meaningful community engagement, with a particular focus on children and underserved populations. The organization envisions itself as a beacon of knowledge, fostering curiosity and wonder through engaging, trusted content that entertains, inspires, and empowers lifelong learners. South Florida PBS is recognized for its commitment to preserving local culture and education, providing knowledge for informed decision-making, facilitating community dialogue, making the arts accessible, and encouraging viewers to share their stories.
1. Strategic Focus & Objectives
Core Objectives
South Florida PBS's main business objectives are centered on empowering and connecting diverse communities. This involves delivering broadcast and digital content that provides audiences with a deeper understanding of the world, their community, and beyond. A key objective is to drive innovation in public broadcasting, with a strong emphasis on digital integration across all station productions, leading to significant growth in streaming and social media platforms. The organization is also dedicated to providing educational content that promotes the healthy development of children.
Specialization Areas
The company specializes in content related to Arts & Culture, Kids & Education, Civic Leadership, Health, and the Environment. Its unique value propositions include leadership in NEXTGEN TV and immersive media, the development of Emmy award-winning 360-degree content and educational apps, and the operation of a dedicated 24/7 Health Channel. South Florida PBS is committed to producing unique local productions and telling diverse local stories across various digital media platforms.
Target Markets
South Florida PBS primarily targets the diverse population within its broadcast area, which spans from Key West to the Sebastian Inlet and west to Lake Okeechobee, reaching approximately 6.3 million viewers. This includes a broad demographic of diverse ages and cultural backgrounds, with a specific focus on children and underserved populations for its educational and community engagement initiatives.
2. Financial Overview
Funding History
South Florida PBS generates annual revenue of approximately $6.7 million. The organization relies on philanthropic engagement, securing funding through individuals, foundations, and government grants for new projects. For content development, South Florida PBS adheres to PBS funding guidelines that ensure editorial independence from underwriters, requiring proposals and completed projects to have secured appropriate funding sources. The President & CEO, Dolores Fernandez Alonso, has been instrumental in quadrupling the size of the South Florida PBS endowment.
3. Product Pipeline
Key Products/Services
Changing Seas: A long-running environmental series focusing on marine science and ocean exploration. It is in continuous production and targets a broad audience interested in environmental issues.
Your South Florida: A public affairs program addressing local and regional issues. This program is ongoing and aims to foster civic engagement and informed decision-making among its viewers.
Art Loft: An arts-focused program showcasing local and regional artistic talent and cultural events. This program is in continuous production, catering to audiences interested in arts and culture.
On the Town in The Palm Beaches: A series highlighting cultural and lifestyle experiences in the Palm Beaches. This program is ongoing, targeting residents and visitors interested in local attractions and events.
KidVision PreK: An innovative, bilingual (English and Spanish) professional development resource program for preschool educators. This program is active and continually updated, serving the educational community.
KidVision Mission: A children's educational TV series hosted by Miss Penny and the KidVision kids, exploring topics such as water safety and learning about doctors. The second season premiered in April 2026, targeting preschool and early elementary school children.
The Health Channel: A dedicated 24/7 channel offering targeted health information and resources, including mental health content. This channel is fully operational and continuously updated, serving individuals seeking health and wellness information.
Social Documentaries: Recent productions include Boston Revolution, exploring racial complexities, and Firing Line: Counting the Vote, examining voting systems. These are completed projects, targeting audiences interested in social justice and public affairs.
Historical Documentaries: Examples include The Florida Keys: 200 Years of Paradise. These are completed projects, targeting audiences interested in regional history.
Immersive Experiences: Future initiatives include an immersive experience in 2024 (e.g., "Egyptian Pharaohs: From Cheops to Ramses II") that has successfully generated net revenue through mission-driven fundraising. These experiences are in development and active display, targeting the public with interactive educational and cultural content.
4. Technology & Innovation
Technology Stack
South Florida PBS is a leader in NEXTGEN TV and immersive media, actively preparing its stations to meet the demands of ATSC 3.0. The company was part of the Miami NEXTGEN TV launch in January 2023. Through its leadership, South Florida PBS has developed Emmy award-winning 360-degree content and educational apps. The integration of digital space into all station productions has resulted in significant growth on its streaming and social media platforms. The organization has secured funding for the renovation and expansion of its flagship studios in Palm Beach County, which will include a new Cultural Arts Center featuring an IglooVision immersive studio and a Performance Hall. The Health Channel also leverages digital health solutions through partnerships, such as with MyCabinet for medication management. The company's technical capabilities extend to the production of high-quality broadcast and digital content, including 360-degree video.
5. Leadership & Management
Executive Team
Dolores Fernandez Alonso - President & CEO
Professional Background: Began her television career in 1990 at Disney/ABC News Inc. - Worldwide Television News. Joined WPBT2 in 1998, serving in various capacities including Vice President for Facilities Services, Station Manager, and Executive Vice President and Chief Operating Officer. She became President & CEO in September 2013 and transitioned to her current role at South Florida PBS in October 2017 following the merger of WPBT2 and WXEL. She holds a Bachelor of Arts Degree in Spanish Literature from Columbia University and a Master's in Business Administration from the University of Miami.
Notable Achievements & Key Contributions: Led the merger of WPBT and WXEL, launched the 24/7 Health Channel, and quadrupled the South Florida PBS endowment. She is a visionary in NEXTGEN TV and immersive media, leading to Emmy award-winning 360-degree content and educational apps. Her leadership has driven exponential growth on streaming and social media platforms and secured funding for new studio renovations. She serves as a Board Director of Public Broadcasting Service (PBS) and America's Public Television Stations (APTS).
LinkedIn Profile: [https://www.linkedin.com/in/dolores-fernandez-alonso-a99bb84](https://www.linkedin.com/in/dolores-fernandez-alonso-a99bb84)
Gene Talley - Chief Technology Officer
Jeneissy Azcuy - Chief Marketing & Education Officer
Key Contributions: Recognized at the Public Media Awards for excellence in community engagement and teacher professional learning, highlighting South Florida PBS's dedication to serving the community and supporting educators with innovative, bilingual learning tools.
LinkedIn Profile: [https://www.linkedin.com/in/jeneissy-azcuy-3a812b10](https://www.linkedin.com/in/jeneissy-azcuy-3a812b10)
Joyce Belloise - Sr. VP of Content and Station Manager
Other key executive staff include Pamela Olmo, Sandra Baker, Peggy Socias, Scott Michaeloff, and Diane Herron.
Recent Leadership Changes
Dolores Fernandez Alonso, President and CEO of South Florida PBS, was re-elected Chair of America's Public Television Stations (APTS) Board in February 2026. She was also re-elected in October 2025 to serve a three-year term as a Professional Director on the PBS Board of Directors. In January 2025, Thomas Sternberg was unanimously elected as chair of the South Florida PBS (WPBT) Community Advisory Board.
6. Talent and Growth Indicators
Hiring Trends and Workforce
South Florida PBS actively recruits for roles related to its immersive experiences, seeking enthusiastic and dedicated Event Staff for guest services and technical support on a part-time freelance basis. These roles involve ticket counter operations, concessions, tour guiding, brand ambassadorship, parking assistance, and technical assistance for VR headsets and other hardware. The company also seeks individuals for membership fundraising or donor engagement programs, particularly those with strong strategic thinking, financial stewardship, and leadership abilities. Internship opportunities are available, providing students with professional development and practical work experience in the field. South Florida PBS has approximately 41 employees, though one of its constituent stations, WXEL, reported a 2% decrease in employee count last year.
Employee sentiment and culture insights
Employee sentiment, based on limited reviews, indicates overall positive ratings for work-life balance, pay and benefits, and culture, with scores around 3.7 out of 5 stars. However, job security and advancement, and management, received lower ratings around 3.3 out of 5 stars from some employees. While one older review notes a "terrible culture" with a lack of encouragement from management, a more recent one describes the job culture as "overall healthy" and highlights friendly and hardworking colleagues.
Company size and expansion metrics
South Florida PBS, as a consolidated entity, is Florida's largest public media company, serving approximately 6.3 million viewers. The organization's focus on digital integration has led to significant growth in streaming and social media platforms, with YouTube views increasing by 130% in the last year. Funding has also been secured for the renovation and expansion of its flagship studios in Palm Beach County, indicating physical expansion and a commitment to new technologies like the IglooVision immersive studio.
7. Social Media Presence and Engagement
Digital Footprint
South Florida PBS maintains an active presence across main social media platforms, including Facebook, Instagram, LinkedIn, YouTube, TikTok, and Reddit.
Brand messaging and positioning
Its key messaging revolves around educating, engaging, and inspiring viewers through meaningful content, aligning with its mission to connect and empower diverse communities. The organization uses its social media to highlight local connections in programming, promote new seasons of shows, and announce awards.
Community engagement strategies
Notable initiatives include the “SFPBS NextGen” membership program, launched in July 2025, targeting young professionals passionate about media, storytelling, and culture. This program aims to foster a vibrant network, support emerging talent, and connect individuals through exclusive event invitations, professional growth opportunities, and community engagement. The KidVision PreK program has also contributed to growth in social media followers and newsletter subscribers, strengthening the organization's connection with the community. The CEO's leadership in integrating the digital space has propelled exponential growth on the organization's streaming and social media platforms.
8. Recognition and Awards
Industry Recognition
South Florida PBS's leadership in NEXTGEN TV and immersive media has led to the development of Emmy award-winning 360-degree content and educational apps. Jeneissy Azcuy, Chief Marketing & Education Officer, has been recognized at the Public Media Awards for excellence in community engagement and teacher professional learning. The organization frequently promotes its numerous award nominations and wins across its social media platforms.
9. Competitive Analysis
Major Competitors
WLRN-TV (channel 17):
Company Overview: Owned by Miami-Dade County Public Schools, WLRN-TV operates as another PBS member station in the South Florida market.
Focus Areas: Similar to South Florida PBS, WLRN-TV serves the community with educational and public affairs programming.
Competitive Positioning: While South Florida PBS leverages its combined resources from the WPBT and WXEL merger to offer diverse content, collaborative scheduling, and promotion across multiple channels and digital platforms, WLRN-TV also provides a range of public broadcasting services. South Florida PBS differentiates itself through unique local productions, innovative technologies like NEXTGEN TV and immersive experiences, its dedicated Health Channel, and extensive community engagement.
Other entities (DINTV.com, Diamond View - Creative Video Agency, United Teleports): These entities are likely more focused on specific aspects of media production or distribution rather than direct public broadcasting services across all segments, making them less direct competitors to South Florida PBS's overall mission and scope.
10. Market Analysis
Market Overview
South Florida PBS operates in the 7th largest television market in the United States, serving a diverse population of approximately 6.3 million viewers. The public broadcasting sector is characterized by its mission to inform, inspire, and enrich lives through free, accessible content, driven by public service rather than commercial interests. There is a continuous demand for educational programming, particularly for children, and content that addresses local needs and interests, arts and cultural heritage, health, the environment, and civic engagement.
Growth potential
The market is evolving with advancements like NEXTGEN TV and the increasing importance of digital and immersive media experiences, presenting growth opportunities for South Florida PBS. The organization's focus on digital integration and immersive content positions it well to capture new audiences and engagement models.
Key market trends
Key market trends include the shift towards digital and streaming platforms, the demand for personalized and interactive content, and the continuous need for trustworthy and impactful local programming. The adoption of new broadcast standards like ATSC 3.0 (NEXTGEN TV) also represents a significant trend in the industry.
Market challenges and opportunities
Challenges include securing consistent funding in a philanthropically-driven model and adapting to rapidly changing media consumption habits. Opportunities lie in leveraging new technologies like immersive media and NEXTGEN TV to enhance viewer engagement, expanding digital reach, and deepening community connections through targeted programming and experiential learning.
11. Strategic Partnerships
Woods Hole Oceanographic Institution: Co-produces content, such as episodes of the Changing Seas series, demonstrating a collaboration in scientific programming.
Associated Press and HITN: Partner with news organizations and content providers for documentaries, enriching the diversity and depth of its programming.
MyCabinet: The Health Channel collaborates with MyCabinet to provide digital health solutions, specifically for medication management, enhancing its service offerings in the health sector.
Children's Services Council of Broward County: A major funding partner for educational programs like KidVision Mission, supporting the development of critical children's content.
Public Broadcasting Service (PBS) and America's Public Television Stations (APTS): The President & CEO's involvement on the boards of these national organizations indicates strategic collaboration and influence at a system-wide level.
Community Organizations: South Florida PBS regularly fosters partnerships within the community, exemplified by its involvement in 97 community events, expanding its reach and impact through local collaborations.
12. Operational Insights
South Florida PBS holds a strong market position as Florida's largest public media company, serving a substantial and diverse audience in the 7th largest U.S. television market. Its competitive advantages stem from its unified operational structure post-merger of WPBT and WXEL, its leadership in innovative broadcasting technologies like NEXTGEN TV and immersive media, and its dedicated 24/7 Health Channel. Operational strengths include a strong focus on local content production, extensive community engagement through programs like KidVision PreK and community events, and a robust digital integration strategy that has driven significant growth in streaming and social media. Areas for improvement could involve further diversifying funding sources beyond philanthropic engagement to ensure long-term stability and continuing to adapt to evolving viewer preferences in content delivery and interactivity.
13. Future Outlook
Strategic Roadmap
South Florida PBS plans to continue its leadership in public broadcasting innovation, particularly in the realm of NEXTGEN TV and immersive media. Key planned initiatives include the further development of its new Cultural Arts Center in Palm Beach County, featuring an IglooVision immersive studio and a Performance Hall, which will expand its capacity for experiential content. The organization will also focus on expanding its digital footprint and engagement across streaming and social media platforms, building on its recent growth. Continued investment in educational programming for children and targeted health resources through its Health Channel remains a priority.
Growth strategies
Growth strategies will involve leveraging technological advancements to create more interactive and engaging content, expanding its reach through digital platforms, and deepening community connections through localized programming and partnerships. The "SFPBS NextGen" membership program indicates a strategy for cultivating a younger demographic of supporters and future leaders.
Expansion opportunities
Expansion opportunities lie in further developing its immersive experiences as a revenue-generating and mission-driven activity, exploring new content genres that align with community needs, and potentially expanding its influence within the national public broadcasting landscape through its leadership roles on PBS and APTS boards.
Future challenges and mitigation strategies
Future challenges include maintaining financial stability in a non-profit model, adapting to rapidly changing media consumption patterns, and competing for audience attention in a crowded media landscape. Mitigation strategies involve continued robust philanthropic engagement, diversification of funding streams (e.g., through immersive experience revenue), and aggressive adoption of cutting-edge technologies and content formats to stay relevant and engaging for its diverse audience.
