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Milwaukee PBS

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Milwaukee PBS

Milwaukee PBS is the collective brand for two PBS member television stations in Milwaukee, Wisconsin, United States: WMVS (channel 10) and WMVT (channel 36). Both stations are owned and operated by the Milwaukee Area Technical College (MATC).

WMVS and WMVT share studio facilities located at the Continuing Education Center (Building C) on the Milwaukee Area Technical College campus at 1036 North 8th Street in downtown Milwaukee; by the coincidence of the city's grid system, Milwaukee PBS has the unique distinction of its studio's address number incorporating the channel numbers for both of the stations (most television and radio stations that have their channel number as an address use a vanity address or street not within a community's numbering system, e.g. KLAS-TV channel 8 in Las Vegas is located on Channel 8 Drive). A second facility in suburban Brookfield a block west of the Milwaukee County line was also maintained as a production facility and donation/pick-up center for the organization's fundraising efforts, including the annual Great TV Auction until it was sold in 2018 and all efforts were moved to MATC facilities.

WMVS operates as a traditional PBS station, while WMVT brands as a more educational-oriented station with an emphasis on news, public affairs, instructional and DIY programs, along with documentaries.

The stations maintain transmitter facilities at the MPTV Tower (standing for its former branding until 2016 of Milwaukee Public Television, which was represented visually as an abbreviation), located at the northern end of Humboldt Boulevard in Milwaukee's Estabrook Park neighborhood; the facility went into service in 1999, and is owned in conjunction with the American Tower Corporation (MPTV formerly leased space on the WITI TV Tower for WMVS and WMVT's respective transmitters from the 1960s until 1981, and then WVTV's tower until 1999). Besides transmitting WMVS and WMVT, MPTV/American Tower leases tower and transmitter space on the MPTV Tower for WVTV (channels 18/24, both owned by Sinclair Broadcast Group), religious independent station WVCY-TV (channel 30, owned by VCY America), WMKE-CD (channel 21, owned by LocusPoint Networks), WPXE (channel 55, owned by Ion Media) and WTSJ-LD (channel 38, owned by DTV America).

Milwaukee PBS has some of the highest viewership of any PBS member station or network in the United States. In the February 2019 sweeps period, WMVS was the highest-rated station in the entire PBS system. The group's Great TV Auction led the nation's PBS auctions in prime time viewer ratings and was the #1 PBS auction in the nation, based on net revenue. In 2019, the Great TV Auction aired for the last time.

WMVS and WMVT are the only public television stations in Wisconsin which are not affiliated with the Madison-based PBS Wisconsin (formerly Wisconsin Public Television, a state network that was created fifteen years after the founding of WMVS, and is owned by the University of Wisconsin Extension), although Milwaukee PBS contributes to and promotes Wisconsin Educational Communications Board instructional programming within their ten-county area in lieu of PBS Wisconsin.

WMVS first signed on the air on October 28, 1957, as the 28th educational television station in the United States and the second in Wisconsin (after WHA-TV in Madison). It was a service of the Milwaukee Vocational School, forerunner of MATC–hence its call letters. Sister station WMVT first signed on the air on January 28, 1963.

Among the strongest and earliest backers of the creation of Milwaukee Public Television (over the opposition of at least some of the area's commercial stations) was Frank Zeidler, who served as the mayor of Milwaukee from 1948 to 1960.

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