The PBS Brand Versus Cable Brands: Assessing the Brand Image of Public Television in a Multichannel Environment

This study compared viewers' perceptions of public television to competing cable networks and explored the perceived value of public television among its viewers. The authors found that public television still enjoys a positive brand image. The popularity of comparable cable networks did not dilute the brand perception of public television, nor did it change significantly the perceived importance of public television and the audience's viewing behavior.