Corporate underwriting increases for PBS

NEW YORK, Oct. 20 (UPI) -- PBS is turning more and more to large corporations for support, offering them more air time, a report says.

The Los Angeles Times said the changes in underwriting are causing concern that programming for public television networks will ultimately be altered. But public television authorities, including PBS President Paula Kerger, have said the pursuit of corporate underwriters will not change the non-commercial nature of PBS programming.

The Times reported that Arby's and Macy's are helping to fund "Fetch!," a PBS science program for adolescents. Banner ads for Albertson's and Disney can be seen on the PBS Web site. PBS and Comcast partnered last year to launch PBS Kids Sprout, a cable channel for preschoolers.

While some watchdog groups are dismayed at the new corporate presence in public television, the Times said, those behind the scenes are arguing that this kind of funding is necessary for the continuation of public television programming.