Northeast Florida television station WJCT-TV is changing its name to Jax PBS effective Feb. 24.
WJCT Public Media announced the rebranding in a news release Feb. 10.
WJCT said the change reflects offering its programming on platforms beyond its broadcast TV channel.
“WJCT-TV has been your trusted source for the very best in education, entertainment and news programming for more than 60 years. But as the way we all watch evolves so will our name,” said David McGowan, President and CEO of WJCT Public Media, in a news release. “ New name, same mission: educate, involve, inspire.”
The Jax PBS brand includes live-streaming content at wjct.org, the WJCT app, on-demand streaming through Jax PBS Passport and distribution through traditional TV providers such as Comcast and AT&T and internet distributors such as YouTube TV.
Jax PBS will continue to broadcast on channel 7.1.
Along with the name change, there will be a new logo and graphics.
The name change is the first for the station. WJCT went on the air in September 1958 as an educational television broadcaster and became a member station of The Public Broadcasting Service in 1969.
The Federal Communications Commission designated call letters for Jax PBS will remain WJCT.
The programming lineup will not change as part of the rebranding initiative.