Inside PBS’ Digital Rebrand for the New Streaming Landscape

”We had a flip phone brand in an iPhone world,“ PBS executive Ira Rubenstein says

The venerable Public Broadcasting Service (PBS) is staking its turf in the streaming world with a new branding effort and nationwide website upgrades to allow viewers to more easily discover, access and manage programming on multiple platforms and devices.

Despite the increasing number of multi-platform streaming services, potential viewers did not realize they could find their favorite PBS content via the platform or device of their choice, said Ira Rubenstein, PBS chief digital and marketing officer.

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Diane Haithman

Diane Haithman

Senior Entertainment Business Reporter • • @dhaithman