Colorado Public Television is now PBS12
Name change reflects national PBS brand refresh, echoes channel 12 legacy and welcomes future with PBS brand promise.
Denver (February 20, 2020) – Effective today, Colorado Public Television (CPT12, Channel 12) is now PBS12, a move designed to retain the history and legacy of its independent public television identity while embracing the national PBS brand’s trusted integrity. The name change will not affect channel designations but will mean a new website address, PBS12.org, and naming across all digital channels.
The name change, along with a new logo and color palette, comes on the heels of the recent national PBS’s visual “refresh” on November 4, 2019, in celebration of the 50th anniversary of the iconic brand across the 340+ member station system.
“The update of the PBS brand prompted many stations around the country to re-envision themselves and we jumped at the chance,” said Kim Johnson, President and General Manager. “Our new name, PBS12 and all of our content and brand messaging, includes a re-invigoration of the principles that have guided us for 40 years.”
Recently, PBS12 conducted a survey of viewers and potential viewers and the findings reinforce the organization’s strategic goals. First, people want a trusted destination for reasoned, fact-based, quality programming. Second, people love to learn about new ideas, places, and people with life experiences other than their own, and they want their curiosity satisfied in new ways. Third, there’s a deep interest in the larger world, to provide context and meaning in their own lives and experiences.
“PBS12 – also known as Channel 12, KBDI, and Colorado Public Television (CPT12) throughout our 40 years – delivers on all of the above and continues to expand,” Johnson added. “Our rebrand provides us with an opportunity for re-dedication to our brand pillars: trust, diversity, community, and curiosity and even more thoughtful and thought-provoking content.”
PBS12 has also invested in operations infrastructure in order to improve its service in the community; installing new transmitters serving viewers outside of Denver and integrating four new software systems designed to respond to viewers and members in more efficient and effective ways.
“We’re thrilled to make PBS a more integral part of our brand through our name, for the legacy it represents and for the promise it continues to deliver,” continued Johnson. “You’ll continue to see the KBDI/Colorado Public Television legacy that gives voice to the underdog, encourages critical thinking and fiercely champions independence.”
Global citizens have a 24/7 international home at PBS12.3 when DW (Deutsche Welle) comes to the PBS12 channel lineup beginning March 1, joining NHK World Japan, now presented in high definition on 12.4. PBS12 continues to program four distinct channels that appeal to foodies, travelers, families, change makers and the curious. Look for more exciting schedule changes as PBS12 infuses more international content onto its primary channel, 12.1, delivering on the new tag line, “Your Neighborhood. Your World.”
PBS12 is on-air on channel 12 (over-the-air and on DirecTV and Dish) on Comcast channel 660 in Denver and throughout Northern Colorado and Mountain communities. In Colorado Springs and Pueblo, PBS12 is on channel 12 (over-the-air) and on Comcast channel 712. Online, PBS12 is available at PBS12.org, on Facebook, Instagram, Twitter, LinkedIn, and YouTube, and on-demand at video.PBS12.org.