Public broadcasting leaders from across Texas convened in Amarillo this week to confront a growing challenge: how to continue serving millions of Texans through educational, cultural and local programming amid the steepest federal funding cuts in PBS history.
The annual Texas PBS meeting, held Wednesday and Thursday, brought together executives from the state’s 10 PBS affiliates, including Panhandle PBS, to collaborate on strategy and reaffirm their commitment to rural communities hit hardest by budget shortfalls.
“This is the most significant funding cut we've ever faced,” said Kierstan Schwab, executive director of Texas PBS, which represents the state’s public television stations. “But we feel we are stronger than ever. Our audience numbers keep increasing, and we have great support in all of the communities we serve — particularly in rural Texas.”
The funding cuts stem from a U.S. House plan to rescind $9 billion in previously allocated funds, including $1.1 billion designated for the Corporation for Public Broadcasting. The move, supported by the current presidential administration, reflects a broader push to defund PBS entirely — with critics in Washington labeling the network as politically biased. Yet the proposed cuts would disproportionately impact small stations in deeply conservative, rural districts — the very areas that rely most heavily on federal support.
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“For rural stations, federal funding can account for as much as 50% of the budget,” Schwab said. “For larger markets like Dallas or Houston, it may be closer to 10 to 12%. But in places like Amarillo, that support is essential.”
Schwab emphasized that PBS remains a public-private partnership, dependent not just on federal grants but also on memberships, underwriting, and community investment.
“We’re talking about more than just Downton Abbey or Masterpiece,” she said. “We’re providing content that helps preschoolers prepare for kindergarten, lifelong learners expand their horizons, and communities connect through local storytelling.”
Kevin Ball, CEO of Panhandle PBS and vice president of communications and marketing at Amarillo College, said the station is reassessing its local programming priorities in light of the cuts — including a new focus on hyperlocal content and new fundraising strategies.
“We’re already producing content that’s specific to this region, like our current project on water conservation in the Panhandle,” Ball said. “But now we’re asking how to strengthen that even further — how to better serve our community with fewer resources.”
Ball said Panhandle PBS has met with staff from elected officials including state Rep. Caroline Fairly, state Rep. John Smithee, and U.S. Rep. Ronny Jackson - all Amarillo-area Republicans - to explain the station’s mission and local value.
“They understand that what we’re doing here isn’t partisan. It’s public service,” Ball said. “This station was put in place more than 35 years ago for a reason — and I believe this community will continue to support it.”
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PBS leaders pushed back against a growing perception that the network has become politically biased, a view some station heads attribute to national polarization.
“We’ve served these communities for nearly 70 years,” Schwab said. “Texas was the birthplace of public television — the first station opened in Houston in 1954. Our job has always been to educate, not indoctrinate. I think some of these criticisms are more about the national political climate than about the work we do.”
Reagan Doyal, education director with Texas Tech Public Media, said the loss of federal funding would significantly affect children’s programming, which provides free educational tools for families across Texas.
“At a community event last week, a mom came up to me and said, ‘My kid’s on the autism spectrum. Daniel Tiger helps us come up with strategies to address his challenges,’” Doyal said.
He said that kind of feedback illustrates the essential role PBS plays for families who might not have access to other educational resources. The character of Daniel Tiger, from the PBS children’s show “Daniel Tiger’s Neighborhood,” offers young viewers emotional and behavioral tools to navigate real-life challenges.
Doyal also pointed to the station’s academic programming, including a partnership with the College Board that has saved Texas families more than $1 million in college costs by helping Advanced Placement students improve their test performance.
As stations look toward an uncertain financial future, they say their mission remains unchanged — to inform, educate and uplift.
“We need the public’s help now more than ever,” Doyal said. “That means relationships with their local station, letting us know what’s important to them, and helping us keep these resources going for the next generation.”
The group’s collaborative focus now includes expanding the “Made in Texas” series, which highlights local documentaries produced in cities across the state. New episodes are set to air monthly, giving Texans a glimpse into stories from their own backyards.
As stations brace for further fiscal uncertainty, Schwab said the path forward will depend on doubling down locally — building partnerships, expanding community outreach, and telling stories that reflect the values and voices of Texans.
“We’re not going anywhere,” she said. “We were made in Texas, and we’re committed to staying rooted here — serving, educating and connecting our communities every step of the way.”
This article originally appeared on Amarillo Globe-News: Texas PBS stations face steep federal funding cuts, seek local support
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