When is a noncommercial broadcaster able to just go nuts and run advertisements to its heart content? WQED in Pittsburgh is demonstrating. And the answer is when it is advertising itself. The company has a full cross-ownership noncommercial empire which includes television, radio, magazine and on-line elements.
The entire platform is undergoing a makeover, complete with new logos and theme music, and it is putting its entire platform to use to introduce its new look to the citizens of Pittsburgh. The campaign has no less than 15 distinct television spots with complementary radio elements, as well as a pair of special three-minute HD radio features and print advertising.