WCTV Faces Changes as Cable Revenue Declines, but City Says WCTV Isn’t Going Away

WCTV could undergo significant changes in 2027 as city officials look for ways to address declining revenues and keep the longtime community media operation financially sustainable.

But despite concerns about WCTV’s future, city officials say eliminating the station is not part of the plan.

“The bottom line is that we are not proposing to eliminate WCTV,” Assistant Director of Public Service Mike Testa told us in response to questions about the station’s finances and future.

“We recognize its value to the community and want to establish a sustainable operating model that preserves its most important services while using its resources more effectively.”

WCTV has traditionally relied on cable franchise fees for much of its operating revenue. But as more households abandon traditional cable television in favor of streaming services, that funding source continues to shrink.

According to Testa, WCTV’s fund balance is projected to fall from approximately $225,000 at the end of 2024 to just $67,000 by the end of 2027.

The proposed 2027 budget calls for approximately $436,000 in expenses, compared with just $334,000 in projected revenue, a shortfall of roughly $102,000.

“The current funding model is not sustainable,” Testa said.

Rather than eliminate WCTV, city officials are proposing to expand its role into a broader marketing and communications operation serving Wadsworth government and the community.

That could include producing city informational videos, managing social media, improving public outreach and continuing to provide access to studio facilities.

The city is also exploring a model in which individual departments would contribute toward WCTV’s operating costs based on the communications services they receive.

Testa emphasized that the proposed changes aren’t intended to transform WCTV into a station devoted exclusively to promoting city government.

“Community programming, public meetings, and local events remain important parts of its mission,” he said.

The city also hopes to maintain partnerships with the WCTV Foundation and other community organizations.

During City Council discussions, the possibility of adding a communications fee to residents’ utility bills was briefly raised.

However, Testa clarified that no such fee is currently being proposed, and the city has taken no action to pursue one.

Any future consideration would require additional legal and legislative review.

The city has also examined alternative revenue options, but WCTV’s current designation as a Public, Educational, and Governmental (PEG) access operation limits its ability to generate money through advertising, sponsorships or subscriptions.

Changing that designation could offer more financial flexibility, although Testa says those conversations remain preliminary.

Wadsworth City Council is expected to finalize and approve the city’s 2027 budget in December. If the proposed WCTV changes are included, the transition could begin during the first three months of 2027, with adjustments taking place gradually as staffing and resources permit.

The details of future community programming and partnerships have not yet been finalized. For now, city officials say their focus is finding a financially sustainable way to preserve WCTV while expanding its ability to serve residents and city departments.