Central Virginia Public Radio, TV Stations Rebranding As 'VPM'

New Name

Central VIRGINIA's public radio and TV stations, operated by COMMONWEALTH PUBLIC BROADCASTING CORPORATION, are rebranding from the present COMMUNITY IDEA STATIONS to VPM as of AUGUST 5th.

The stations include News-Talk WCVE-F (WCVE NEWS) and Classical WWLB-WBBT-F (WCVE MUSIC)/RICHMOND, Variety WCNV (WCVE PUBLIC RADIO)/HEATHSVILLE-KILMARNOCK, VA, Variety WMVE (WCVE PUBLIC RADIO)/CHASE CITY, VA, PBS affiliates WCVE-TV and WCVW-TV/RICHMOND, WHTJ-TV/CHARLOTTESVILLE, and WVPT-TV and WVPY-TV/STAUNTON-HARRISONBURG.

In a note to listeners and viewers, Pres./CEO JAYME SWAIN said, "To unify all of our stations across platforms and simplify our message in a crowded media landscape, we are changing our name to VPM, which stands for VIRGINIA’s home for Public Media, on AUGUST 5th. While this has been a dynamic time, the one constant is our mission to use the power of media to educate, entertain and inspire. Our newly crafted brand promise is to be VIRGINIA’s trusted source for lifelong learning that is entertaining, objective and locally relevant. To fulfill this promise, we will produce more local storytelling across platforms and connect that content to the community through outreach and engagement. Building on our over 50-year legacy, we hope to have an even greater impact in the next 50 years."

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