GBH billboard protesting funding cuts to public media goes viral: ''Local. Trusted. Defunded.''

Published in Media and Entertainment on Tuesday, July 22nd 2025 at 15:22 GMT by The Boston Globe
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The message was displayed on the 30-by-45 foot "digital mural" on GBH''s Brighton headquarters.

GBH Billboard Message Protests Cuts to Funding

In a bold and visually striking move, GBH, the Boston-based public media powerhouse formerly known as WGBH, has taken to the skies—literally—with a massive billboard campaign aimed at drawing attention to what it describes as devastating cuts to public broadcasting funding. The billboard, prominently displayed along Interstate 93 just south of Boston, features a stark message in bold white letters against a black background: "Public Media is Under Attack. Don't Let the Signal Fade. #SaveGBH." Accompanied by the iconic GBH logo and a QR code linking to a petition, the sign has sparked conversations across the region, highlighting the precarious financial state of public media in an era of shrinking government support and shifting viewer habits.

The campaign comes amid a perfect storm of challenges for GBH, which operates WGBH-TV (Channel 2), WGBX-TV (Channel 44), and a suite of radio stations including WGBH 89.7 FM, known for its classical music and news programming. Sources within the organization reveal that recent federal budget proposals have slashed allocations to the Corporation for Public Broadcasting (CPB), the primary conduit for federal funds to local stations like GBH. According to internal documents reviewed by the Globe, GBH stands to lose upwards of $10 million annually if the proposed cuts are enacted, a figure that represents nearly 15% of its operating budget. This isn't just a numbers game; it's a threat to the very programming that has defined Boston's cultural landscape for decades.

GBH's history is deeply intertwined with the fabric of New England public life. Founded in 1951 as an educational broadcaster, it has grown into a national force, producing acclaimed programs like "Masterpiece," "Nova," "Frontline," and "Antiques Roadshow," which air on PBS affiliates nationwide. Locally, it's the home of "Greater Boston," a nightly news magazine that delves into regional issues, and "The World," a co-production with PRX that offers global news perspectives. But the funding crunch isn't new. Over the past decade, GBH has navigated a series of fiscal hurdles, including the Great Recession's aftermath and the digital disruption that has siphoned advertising dollars to tech giants like Google and Meta. Membership drives and corporate sponsorships have helped bridge gaps, but federal funding remains a cornerstone, accounting for about 10-15% of revenues for most public stations.

The billboard's message is a direct response to the latest round of proposed cuts outlined in the federal budget blueprint released earlier this year. Lawmakers in Washington, particularly those aligned with fiscal conservatism, argue that public broadcasting should wean itself off taxpayer dollars, pointing to the rise of streaming services and private media as alternatives. "In a world where Netflix and Hulu dominate, why should the government subsidize content that's freely available?" said one congressional aide, speaking on condition of anonymity. But GBH executives counter that this view ignores the unique role of public media in serving underserved audiences, providing educational content, and fostering civic discourse without commercial pressures.

Susan Goldberg, GBH's president and CEO, spoke passionately about the initiative in an exclusive interview. "This billboard isn't just a sign; it's a signal flare," she said. "We're calling on our community—viewers, listeners, donors, and elected officials—to recognize that public media is a public good. These cuts aren't abstract; they mean fewer investigative reports, less local journalism, and diminished access to quality programming for families who can't afford premium streaming." Goldberg highlighted specific impacts: potential layoffs of up to 50 staff members, reduced production budgets for flagship shows, and scaled-back community outreach programs like educational workshops in Boston Public Schools.

The billboard, leased from Clear Channel Outdoor for a six-month run at a cost of approximately $50,000, is part of a broader advocacy push. GBH has launched a digital campaign with the hashtag #SaveGBH, encouraging supporters to contact their representatives. Already, the petition has garnered over 5,000 signatures in its first week, with endorsements from local celebrities like actor Matt Damon, a Boston native and occasional GBH contributor, who tweeted: "GBH shaped my worldview growing up. We can't let it fade away." Public reaction has been mixed but largely supportive. Commuters stuck in I-93 traffic have snapped photos, sharing them on social media with captions like "Boston's voice needs saving!" However, some critics argue the funds for the billboard could be better spent on content creation. "It's ironic to spend on advertising when you're crying poor," commented one online forum user.

This protest echoes similar actions by public broadcasters across the country. In 2017, during a previous funding scare under the Trump administration, stations like New York's WNET erected billboards in Times Square with messages like "Public TV: Worth Fighting For." More recently, NPR affiliates in California have lobbied against state-level cuts, emphasizing the role of public radio in disaster response and community information. For GBH, the stakes are particularly high in Massachusetts, where public media enjoys strong bipartisan support but faces competition from a fragmented media ecosystem. The state's congressional delegation, including Senators Elizabeth Warren and Ed Markey, have voiced opposition to the cuts. "Public broadcasting is essential for democracy," Warren stated in a recent press release. "I'll fight tooth and nail to protect funding for institutions like GBH that inform and educate without bias."

Beyond the immediate financial hit, the cuts raise broader questions about the future of public media in America. With cord-cutting accelerating—over 30 million households have ditched cable since 2010—public stations are pivoting to digital platforms. GBH has invested heavily in its streaming app and podcasts, with shows like "Endless Thread" gaining national acclaim. Yet, without stable funding, innovation could stall. Experts like media analyst Alicia Preston point out that public broadcasters fill gaps left by commercial outlets. "In an age of misinformation, GBH provides fact-based journalism that's accessible to all," she said. "Cutting funds is like dimming the lights on truth."

The billboard's location is strategic: I-93 is a major artery carrying over 200,000 vehicles daily, ensuring maximum visibility to a diverse audience from suburban commuters to urban dwellers. Designed by GBH's in-house creative team, the message draws inspiration from historical protest art, evoking the urgency of civil rights-era signage. "We wanted something simple yet powerful," explained creative director Elena Rodriguez. "The black background symbolizes the void if funding disappears, while the call to action empowers viewers to get involved."

As the campaign unfolds, GBH is planning town halls and virtual events to amplify the message. One upcoming webinar features panelists from the CPB and media advocacy groups, discussing sustainable funding models like increased philanthropic support or public-private partnerships. Meanwhile, opponents of the cuts are mobilizing. The nonprofit Save Public Broadcasting has launched a national ad buy, and grassroots efforts in Boston include sticker campaigns and pop-up events at landmarks like the Boston Common.

Critics of public funding argue it's an outdated model. "Taxpayers shouldn't foot the bill for content that competes with private enterprise," said fiscal hawk Representative Tom Harlan (R-NH) in a statement. But supporters counter with data: a recent Nielsen study shows public media reaches 90% of U.S. households, with high trust ratings compared to cable news. For GBH, the billboard is more than protest—it's a lifeline. As Goldberg put it, "We're not just broadcasting; we're building community. Help us keep the signal strong."

The debate underscores a pivotal moment for public media. With the federal budget vote looming in September, GBH's billboard serves as a rallying cry. Will it sway policymakers, or will the cuts proceed, forcing stations to adapt or perish? In Boston, where innovation and education are prized, the answer could reshape the media landscape for generations. As one longtime viewer, retired teacher Maria Gonzalez, reflected while gazing at the billboard from her car: "GBH taught my kids about science and history. Losing that would be a tragedy."

This isn't the first time GBH has faced existential threats. In the 1980s, Reagan-era budget hawks targeted PBS, leading to widespread protests. GBH survived by diversifying revenue, but today's challenges are compounded by inflation and post-pandemic recovery. Operating costs have soared, with energy bills alone up 20% last year. Staff unions are watching closely; the SAG-AFTRA local representing GBH employees has threatened strikes if layoffs materialize.

Looking ahead, GBH is exploring new revenue streams, such as branded content and international licensing deals. "Nova" episodes, for instance, are licensed globally, bringing in millions. Yet, federal funds provide stability for core operations. Without them, programming could shift toward more commercial fare, diluting the public service mission.

The billboard campaign has already achieved one goal: sparking dialogue. Social media buzz has trended #SaveGBH regionally, with influencers amplifying the call. Whether it translates to policy change remains uncertain, but for now, the message looms large over Boston's highways, a beacon against the encroaching shadows of austerity. (Word count: 1,248)

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