Public media serves a variety of crucial roles in our communities. From educational programming to lifesaving public safety communications, to programming that convenes our community, public media has something for everyone.
Recently, federal funding for public media has been threatened, which could make the task of delivering these important services much more difficult. Below is a commentary written by VPM President & CEO Jayme Swain that was published by the Richmond Times-Dispatch on Apr. 1. This op-ed piece outlines the significance of public media in local communities, including here in Central Virginia.
Why your local public media organization is a worthy investment
By: Jayme Swain, President & CEO of VPM and the Virginia Foundation for Public Media
Richmond Times-Dispatch, April 1, 2025
Sense of place is a core value to me, which is why I jumped at the chance to return to Central Virginia six years ago to lead VPM.
After working with national media for two decades, I yearned to plant roots here and be part of making a difference in my community. I firmly believe a thriving society depends on strong, interconnected local communities that foster a sense of belonging and cultivate a shared sense of purpose, and — to me — VPM serves as an indispensable resource by using the power of storytelling to connect us to one another and to the issues that matter across the commonwealth.
While you may know VPM as your local PBS and NPR affiliate, we are much more.
In a media landscape increasingly dominated by large corporations, VPM stands apart as a truly local voice. We are your neighbors, deeply embedded within the communities we serve. Some have told me that VPM is a critical lifeline to local news and information; others have shared that our music and cultural programming feed their souls and lift their spirits. And so many families I talk with are grateful that VPM is a safe place for educational, family-friendly programming. Our work is made possible by your donations and an investment from the federal government that is now being threatened.
Public media as you know it today was created by the Public Broadcasting Act in 1967, to solve what then FCC chairman Newton Minow called a “vast wasteland” of commercial television. The Corporation for Public Broadcasting (CPB) was formed to steward federal funding for the public broadcasting system, which is made up of over 1,500 television and radio stations that reach 99% of the American public.
More than 70% of CPB’s funding goes directly to local nonprofit, independent public radio and television stations like VPM. Funding for public media represents just 0.0073% of the federal budget, costing taxpayers about $1.60 per person annually. VPM receives 6-7% of our annual budget from CPB, which is an important investment in our staff and the technical infrastructure required to serve our mission.
So, what does your $1.60 per year buy?
- We play an essential role in public safety. VPM and public media stations across the country partner with the Federal Emergency Management Agency to operate the Wireless Emergency Alert system, ensuring geo-targeted emergency alerts reach citizens during crises. If you’ve ever tried to use your cellphone during an emergency, you appreciate the importance of broadcast technology to provide these vital alerts.
- We make civic engagement easier. To support an informed citizenry and hold those in power accountable, VPM publicly broadcasts sessions of the Virginia General Assembly, the annual State of the Commonwealth address, Richmond City Council meetings and key debates. We have built a 30-person news team that provides coverage of local, regional and state issues, which can be accessed on TV and radio, on our website, through podcasting and via social media channels like YouTube, Instagram and Reddit.
We also serve as a public square, bringing people together for authentic, community-driven experiences and dialogue, which we are excited to soon host in our future headquarters in downtown Richmond.
- We offer safe shows for kids. Federal funding supports the creation of educational PBS KIDS shows, which have been proven to help children ages 2-8 make academic gains in science, math and literacy. We make this programming available to everyone — through streaming as well as on TV to reach families without broadband.
Since many kids in Virginia lack access to pre-K, shows such as "Daniel Tiger’s Neighborhood" and "Sesame Street" may be the only sources of curriculum-aligned education they get at the most important time in their brain development. VPM also provides parents and caregivers with localized tools and resources so they can make decisions about how to best support their children’s education.
- We celebrate Virginia. VPM illuminates the talents, livelihoods and accomplishments of Virginians through programs like "Un-Wine'd" and "Life in the Heart Land," digital series like "Finding Edna Lewis," and documentaries like "Sounds of Culture: 20 Years of the Richmond Folk Festival."
For six decades, VPM has created content of consequence that educates, entertains and inspires. And, we’re not finished. We continue to innovate with new technology and platforms to enhance and expand our services to achieve an even greater impact for generations to come.
This is an exciting time for VPM. Since my arrival in 2019, we have embarked on a transformative journey, redefining the role of public media in the 21st century. We have a bold vision for the future and believe that the enduring public-private partnership that has sustained public media for decades will continue to be a model of successful collaboration, enabling us to achieve even more together.
Subscribers can also read this article on the Richmond Times-Dispatch website.
