WJCT Public Media has announced plans to rebrand WJCT-TV as Jax PBS. The new name will appear on-air on Feb. 24, 2021.

As WJCT continues to move toward production and distribution of its services across a wide range of digital technologies, its brands are also evolving to reflect this new media landscape. The programs that currently air on WJCT-TV are now available on platforms beyond the broadcast television channel, and it’s new name reflects this new multi-platform environment.

The Jax PBS brand aligns with growing demand for content across multiple platforms and expanded services available through WJCT Public Media, including live streaming content at wjct.org, the WJCT app, on-demand streaming through Jax PBS Passport, and distribution through both traditional TV providers such as Comcast and AT&T and new “virtual” multi-video program distributors (vMVPDs) such as YouTube TV.  Jax PBS will continue to be available as a broadcast channel found in channel position 7.1.

The identity will be implemented through a refreshed logo and new identity graphics. Other channels broadcast and distributed by WJCT Public Media will also reflect the new brand, including Jax PBS More!, Jax PBS Kids, Jax PBS WORLD and Jax PBS Create.

This rebranding is the first change to the station’s public name in its history. WJCT debuted in September 1958 as an educational television broadcaster, and became a member station of The Public Broadcasting Service (PBS) in 1969.

The PBS brand is synonymous with trust and value. For the 18th consecutive year, PBS has been named America’s most-trusted institution –  ahead of commercial cable and broadcast television, newspapers, and digital platforms. Americans view PBS as a destination for journalistic integrity, exceptional content, and incredible storytelling appealing to a diverse range of people in the community. Families turn to PBS Kids as a trusted and safe source over other children’s media providers for high-quality, educational programming and resources that inspire and prepare children for success in school. The trust that Americans place in the PBS brand, along with its widespread recognition,  led WJCT Public Media’s  to work with PBS to develop the local Jax PBS brand as WJCT updated the identity of its television services.

The Federal Communications Commission (FCC) designated call letters for Jax PBS (WJCT) will remain the same. The programming lineup will not change as part of the rebranding initiative. For more information, visit jaxpbs.org.