I have grown very close to our network "UNC-TV". However, it was recently renamed "PBS North Carolina, Powered by the UNC System" on January 12, 2021. This change also extended to the logo, visual style guide, and overall messaging to incorporate the new brand identity. This petition is not just about a name change, but it's about protecting a local identity that is close to many North Carolinians' hearts.

 

For nearly 71 years, UNC-TV was a cornerstone of North Carolina’s cultural landscape. It was built by North Carolinians, for North Carolinians, rooted deeply in the heritage of the University of North Carolina.

Changing the name to "PBS North Carolina" strips away this unique local identity. It reduces a historic, home-grown institution to a generic branch of a national corporate network. This rebranding erases decades of state pride and distances the station from the local communities it serves.

 

The station has been proudly known as UNC-TV for years, and it stood out as a unique broadcaster that represented the University of North Carolina System, reflecting local culture, stories, and people. There is something special about the former name that the rebranding has overshadowed. The continuity of the UNC-TV brand is vitally important to communication, the breadth of services provided, and the overall identity of the station. According to a 2020 survey by Pew Research Center, 61% of U.S. adults get news regularly from TV, demonstrating the impact and reach of television media.

 

The core issue with the change from UNC-TV to PBS North Carolina is the loss of a distinct local identity. For generations, UNC-TV stood out because it directly represented the University of North Carolina System, framing public television as an extension of our state’s educational excellence and regional storytelling. By shifting to 'PBS North Carolina,' the station adopts a standardized, corporate-sounding name used by dozens of other states. It trades a unique, historical institutional brand for a generic template, making our beloved local network feel less like a community treasure and more like a national corporate franchise.

 

The Issue:

• On January 12, 2021, the statewide public media network rebranded from "UNC-TV" to "PBS North Carolina".

Exactly What We Want Changed:

• We are petitioning the University of North Carolina System Board of Governors and PBS North Carolina leadership to officially revert the station's primary branding, logo, and messaging back to "UNC-TV".

Why It Matters:

• While we deeply value the national PBS network, the name "UNC-TV" has been a beloved local institution for decades. It honors our local history, highlights the connection to the UNC System, and represents a unique North Carolina identity that has been overshadowed by the generic PBS branding. 

 

Here's the video of it:

 

 

 

 

 

 

 

 

This is why we are asking PBS North Carolina to reconsider this decision and restore the name to "UNC-TV". The change has shifted our North Carolina public broadcasting station from a unique and self-identifiable entity to one that could be from any state.

Subchannels of WUNC, WUND, WUNF, WUNG, WUNJ, WUNK, WUNL, and WUNU:

• xx.1: PBS (UNC-TV)
• xx.2: PBS Kids 24/7 (Rootle)
• xx.3: The Explorer Channel
• xx.4: The North Carolina Channel

Subchannels of WUNE, WUNM, WUNP, and WUNW:

• xx.1: The North Carolina Channel
• xx.2: PBS (UNC-TV)
• xx.3: PBS Kids 24/7 (Rootle)
•  xx.4: The Explorer Channel

To take further action, please email and tell them directly that we demand to know the progress made toward this commitment.

• Chief Executive Officer of PBS North Carolina - David Crabtree, ✉️ dcrabtree@pbsnc.org
• Chief Financial Officer of PBS North Carolina - Jennifer Addison, ✉️ jaddison@pbsnc.org
• General Counsel of PBS North Carolina - Jessica Floyd, Esq., ✉️ jfloyd@pbsnc.org
• Deputy General Manager of PBS North Carolina - Laura Kieler, ✉️ lkieler@pbsnc.org
• Interim Chief Broadcast Engineer of PBS North Carolina - Chris Pandich, ✉️ cpandich@pbsnc.org

📲 Comment on social media to share the issue with its customers:

• Twitter/X:
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  • The UNC System
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• Facebook:
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  • The UNC System
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❤️Thank you for your support of UNC-TV!❤️

 

Why this matters: UNC-TV is our history and our legacy. It is important to protect a local identity that was proudly built over 55 years. Help us protect our local roots and demand that management restore the UNC-TV name.

 

We demand the restoration of the UNC-TV name. Public television in our state should reflect our local roots, our university history, and our unique community voice—not a homogenized national brand. Sign this petition to bring back UNC-TV and reclaim our local identity!