WQED’s mission is to champion the communities we serve by telling stories & creating experiences that educate, entertain & inspire our neighbors.

We will reimagine the content and services WQED offers people in Pittsburgh and across Southwestern Pennsylvania. We will strive to become more relevant—even essential—to more people across the many communities we serve.

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WQED-TV began broadcasting in 1954, becoming America’s first community-sponsored television station – a forerunner to the Public Broadcasting Service (PBS). Seventy years later, we’re called to build on the legacy of our founders’ pioneering educational experiment and redefine how public media serves our communities.

Camera operators from the 1960s at WQED
Children using large colorful magnifying glasses

WQED will become known as more than a broadcaster.

Expect to see WQED “show up” in ways that don’t look like a traditional broadcaster. We’re fortunate to have the ability to ADD new initiatives—such as community events, digital series, teen filmmaking classes, screenings in retirement homes, and much more—while continuing to provide the high-quality television and radio programs you count on.

WQED Education is already serving as community connector, bringing together public schools, libraries and community organizations to provide a true learning ecosystem that supports educators, students, and families.

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As we experiment with new content, services and funding models, WQED will stay true to our roots and play to our strengths. Platforms and story formats will change, but we remain committed to creating compelling content and experiences that drive engagement, elevate public discourse, and stimulate big ideas. We can’t do it alone. We’re eager to tell these stories with you!”

Jason Jedlinski, President & CEO

We’ve identified four strategic priorities:

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We will:

  • Ensure that all audiences see themselves reflected in our content
  • Improve the diversity of WQED’s staff, boards, programs, hosts, etc.
  • Amplify efforts helping marginalized people
  • Focus on serving communities struggling with economic mobility
Photo montage of a child and man posing for a photo, and a woman holding their painting while smiling

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We will:

  • Expand partnerships and engagement with local educational, cultural and health-focused organizations
  • Ensure our programs support key community needs, without duplicating efforts​
  • Proactively connect with Pittsburgh expats and boomerangs, suburban families, and other growth cohorts​
  • Identify ways to work with social influencers and other digital audience drivers
Collage of photos including a backstage interview, Baratunde Thurston, and a mother with her children

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We will:

  • Reorient our teams to move faster and focus on community outcomes
  • Experiment with new ways WQED can “show up” beyond one-way broadcasts
  • Test new funding models while growing corporate/foundation support
  • Recruit diverse hosts/personalities as part of successful planning

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We will:

  • Develop new funding streams to focus on expanding original local programming, offerings and services that enrich our connection with the community and create meaningful experiences for our members.
  • Change our mindset from creating content for audiences to creating with our communities
Photo montage with children playing, Rick Sebak, and Chris Fennimore
Fred Rogers photographed with a little girl in a wheelchair
As Fred Rogers said, celebrating WQED’s 25th anniversary in 1979,

“Public television has a responsibility to reveal how we are different and what we have in common: to celebrate our diversity and our cooperation. It must continue to try to clarify the world not only by showing us what is, but also by creating a context for understanding.”

WQED will continue offering the programs you love, while also experimenting with new products and services which answer Fred Rogers’ call—inspiring more of our neighbors to understand, appreciate and work to improve the world beyond their immediate experience.