Turning Audiences into a Multigenerational Fanbase at PBS

Fandom Unpacked

Ever wonder why people proudly wear PBS merchandise as a badge of identity when nobody's sporting ABC t-shirts? Amy Wigler, Vice President of Multiplatform Marketing and Content for PBS, reveals the secret sauce behind one of America's most beloved media brands.
"Your memories of PBS take you back to a time... it's visceral," explains Wigler, describing how the network creates powerful emotional connections that transcend generations. This nostalgic bond serves as both a blessing and a challenge—how does a legacy brand honor its past while staying relevant today?
The conversation delves into the critical distinction between passive audiences and active fandoms. "Audiences create hits. Fandoms create phenomena," Wigler asserts, drawing from her experience with commercial successes like RuPaul's Drag Race and Broadway's Footloose. At PBS, where marketing budgets can't compete with commercial networks, fan evangelism becomes essential. The authentic community around PBS programming creates a special relationship commercial networks struggle to achieve despite considerable resources.
PBS's status as America's most trusted institution for 22 consecutive years stems from rigorous standards and a commitment to non-commercial content. "We are never trying to sell you something," Wigler notes, explaining why parents trust PBS without reservation. This dedication to integrity, while sometimes limiting from a marketing perspective, has created an unparalleled level of audience trust.
From strategic platform-specific content promotion to balancing nostalgia with innovation, Wigler offers a masterclass in nurturing multi-generational brand affinity. Whether you're a marketer, a PBS fan, or simply curious about how beloved institutions maintain relevance, this conversation provides valuable insights into the power of authentic connection in today's media landscape.

Recorded Thursday, February 27th, 2025
Hosts: Damian Bazadona, CEO & Founder, Situation, & Jordan Person, Managing Partner, Town Hall
Guest: Amy Wigler, Vice President of Multiplatform Marketing and Content, PBS
Producer: Peter Yagecic, Innovation Advisor, Situation

Chapters

1. Turning Audiences into a Multigenerational Fanbase at PBS (00:00:00)

2. Introduction to Amy Weigler of PBS (00:00:19)

3. PBS's Special Sauce: Nostalgia and Connection (00:03:28)

4. Balancing Legacy and New Programming (00:07:17)

5. Fans vs. Audiences: Creating Community (00:10:45)

6. Commercial vs. Non-Commercial Fandom (00:14:47)

7. Managing PBS's Multi-Generational Appeal (00:19:21)

8. Building Trust Through Standards and Practices (00:22:35)

9. How to Support PBS's Mission (00:24:39)