Wadsworth plans to reshape WCTV as cable revenue declines

WADSWORTH — Wadsworth officials are proposing a new direction for the city's community television operation as traditional cable revenue continues to decline. The proposal would combine Wadsworth Community Television, or WCTV, with a broader citywide marketing and communications function, allowing the operation to produce video and photography while helping the city communicate with residents through social media and other platforms. The change comes as the city's traditional source of WCTV revenue is shrinking. As Wadsworth and other providers move away from cable toward fiber internet and streaming television, the fee that has traditionally generated revenue for WCTV is expected to decline. City officials said the WCTV fund had about $225,000 at the end of 2024 and is projected to have about $67,000 by the end of 2027, a decline of about 70 percent over three years. "We needed to do something to bring some stability here," officials told City Council during Wednesday's work session on the city's 2027 operating budget. Officials emphasized that the city is not planning to eliminate WCTV. Instead, the proposed transition would expand its role. The operation would continue producing traditional WCTV programming while also providing multimedia communications for the city, including video, photography and content for social media. The proposed 2027 budget currently includes about $436,000 in WCTV expenses and about $334,000 in revenue. Officials said that difference would further reduce the fund balance to about $66,000 if no other changes were made. The revenue figure does not yet include a proposed allocation of franchise-fee dollars that officials said could help offset some of the costs. The proposed expansion also would change the operation's staffing. Officials are proposing two full-time employees and two part-time videographers in 2027. One of the full-time employees is an existing WCTV employee, while the city wants to add someone who could manage or supervise the operation. The part-time videographers would primarily cover events and produce video content. The staffing proposal comes after WCTV experienced turnover and reduced availability among its existing workers. Officials said the operation began the year with four employees, but one moved out of state, another resigned and a third became available for fewer hours. The city recently hired a part-time videographer to help address the staffing shortage. The city also wants the expanded operation to improve its communication with residents. Officials pointed to the city's social media channels as an area that needs to be strengthened and said employees would need to be able to communicate in multiple formats, including marketing, social media, website development and video production. The proposed budget includes about $1,000 for additional marketing and communications training, $1,000 for digital graphics and about $5,000 in additional subscription and membership expenses related in part to accessibility requirements for public, educational and governmental television channels. It also includes about $7,500 in additional office materials and supplies tied to the proposed expansion. Officials said the increase in WCTV expenses is driven primarily by personnel costs and would depend on Council's decision about the direction of the operation. The 2027 operating budget and proposed WCTV changes have not yet received final approval from City Council. Contact Brooke Adams at 440-822-8373 or badams@medina-gazette.com.