WHRO-TV
WHRO-TV is a nonprofit PBS member television station serving Hampton Roads and Virginia's Eastern Shore from Norfolk, Virginia.
Last updated October 14, 2026
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Overview
WHRO-TV is a nonprofit public television station licensed to Hampton and Norfolk, Virginia, and serving the broader Hampton Roads region and parts of the Eastern Shore. It operates as a PBS member station under the ownership of the Hampton Roads Educational Telecommunications Association (HRETA), a consortium of local school systems. The organization also operates the public radio services WHRO-FM, WHRV, and WFOS, with the television and radio services sharing facilities at the Public Telecommunications Center for Hampton Roads beside Old Dominion University in Norfolk. WHRO-TV's transmitter is located in Suffolk, Virginia. The station grew out of the first experiments with educational television in Hampton Roads. In 1957, commercial broadcaster WVEC-TV began carrying a limited schedule of programming for Norfolk city schools. After WVEC-TV moved from UHF channel 15 to VHF channel 13 in 1959, its educational service was reduced and was eventually scheduled for discontinuation in 1961. The Hampton and Norfolk school systems responded by creating an association to acquire WVEC-TV's former channel 15 facilities and establish a dedicated educational broadcaster. A construction permit was issued in July 1961, and WHRO-TV began broadcasting on October 2 of that year. It became Virginia's first noncommercial television station and initially affiliated with National Educational Television, the predecessor to PBS. During its first years, WHRO-TV concentrated on instructional programming for schools. The station initially relied on commercial studios and temporary production arrangements, but it opened its own Norfolk studio in 1963. Additional school divisions joined the association during the 1960s, expanding both the station's financial base and its educational reach. By the end of the decade, the association had incorporated formally, and its schedule had broadened beyond classroom instruction to include evening programming for adults and community-oriented content. PBS replaced National Educational Television as the station's principal public television affiliation in 1970. WHRO-TV received a George Foster Peabody Award in 1972 for its educational programming. John R. Morison's 1975–2001 leadership period was a major phase of institutional expansion. During this time, WHRO-TV built a high-power transmission facility, merged with a struggling classical-music radio station, expanded its public media operations, and completed a substantially larger production and administrative complex in 1990. The association changed its name in 1976 to reflect its expanding telecommunications role. WHRO-TV also developed fundraising activities, including the annual Great TV Auction, and undertook a capital campaign to support conversion to digital broadcasting. The Corporation for Public Broadcasting recognized the organization as a model station in 1996. The early 2000s brought financial and organizational strain. State support for public broadcasting declined, and Virginia ultimately eliminated its subsidy in 2012. During Joseph Widoff's tenure, the station reduced staffing, discontinued its weekly locally produced television programs, and drew on reserves accumulated during its digital conversion campaign. The Corporation for Public Broadcasting's inspector general also cited the organization for public-meeting-law violations and inaccurate certifications. Widoff resigned in 2006 and was succeeded by Bert Schmidt. WHRO-TV responded to the changing funding environment by expanding fee-based educational services. Beginning in 2008, it offered online courses to member school divisions at no charge while selling courses to other users, and it launched a portal for workforce-training classes. These services helped diversify revenue as government support weakened. The station completed its transition from analog to digital broadcasting in 2009 and later moved its digital transmission from channel 16 to channel 31 in 2020 as part of the nationwide spectrum-repacking process. In fiscal year 2022, the station reported $6.59 million in total revenue, including Corporation for Public Broadcasting support and local membership contributions.
History
Educational television reached Hampton Roads in September 1957, when WVEC-TV began providing a small amount of programming for Norfolk city schools. WVEC-TV had been using UHF channel 15, but it moved to VHF channel 13 in 1959 and reduced its educational schedule. When the commercial station announced that it would end educational broadcasts in 1961, local school officials began organizing a permanent noncommercial replacement. The Hampton and Norfolk school systems formed the Hampton Roads Educational Television Association in March 1961. Although channel 21 had originally been reserved for educational use in Norfolk, the association pursued channel 15 because WVEC-TV's former allocation, tower, and antenna could be reused. HRETA filed its application on May 29, 1961, received a construction permit on July 17, and selected the call sign WHRO-TV. The station began transmitting on October 2, 1961, making it Virginia's first noncommercial television station. Technical problems shortened the opening broadcast, but classroom programming began the following day. Early adoption was complicated by the fact that many schools had only VHF receivers and lacked the UHF converters needed to receive channel 15. WHRO-TV initially produced programs in rented commercial facilities. The association pursued a permanent studio site near Old Dominion College, now Old Dominion University, and completed a Norfolk facility in August 1963. A rented mobile production unit filled the initial equipment gap, while a microwave link completed in 1964 connected the studio to the transmitter. The station's school service expanded as divisions in Gloucester and Mathews counties joined in 1964, followed in 1966 by school systems in Chesapeake, Newport News, Portsmouth, Suffolk, Virginia Beach, Isle of Wight, Nansemond, and York. HRETA incorporated formally in 1968. The station broadened its public role during the late 1960s. It promoted evening programming for adults, established a community advisory board, and moved from National Educational Television to PBS when PBS replaced NET in 1970. Its educational work received national recognition in 1972, when WHRO-TV won a George Foster Peabody Award for programs serving schools. John R. Morison became president and general manager in 1975 and led the organization for 26 years. WHRO-TV built a new tower and transmitter near Driver, Virginia, and became the first UHF public television station to operate at the maximum five-million-watt power level. In the same year, HRETA merged with WTGM-FM, a struggling classical-music station. The association adopted the name Hampton Roads Educational Telecommunications Association in 1976, while its radio operations later developed into WHRO-FM and WHRV. WHRO-TV also began its Great TV Auction fundraising event in 1976, continuing the annual auction until 1991. A major facilities program culminated in 1990, when WHRO completed a $5 million complex at its existing location. The project provided roughly twice the space of the earlier studio facility and followed planning that had begun in 1986. During Morison's tenure, staffing grew from approximately 50 to 100 employees, operating revenue rose from $2 million to $9 million, and a digital-conversion capital campaign exceeded its original target. The Corporation for Public Broadcasting named WHRO a model organization in 1996. Morison's successor, Joseph Widoff, came to WHRO after working at WETA-TV in Washington, D.C. His administration introduced the station's digital service in March 2002, although another broadcaster raised an interference concern involving the use of digital channel 16. The larger challenge was financial: Virginia reduced public-broadcasting support by 8 percent and then 15 percent in successive years. From 2001 to 2005, WHRO reduced its staff by 23 percent and ended its weekly local television programs, including public-affairs shows. Revenue fell substantially during the period, while the organization used reserves from its digital campaign. The CPB inspector general also reported violations involving public meetings and certifications. Widoff resigned in September 2006 and Bert Schmidt succeeded him. As state support continued to decline and was eliminated in 2012, WHRO emphasized education that could be delivered directly to schools and other learners. In 2008 it began offering online courses free to member school divisions and selling them elsewhere, while also launching workforce-training courses. These activities helped offset reduced government support. WHRO-TV ended analog broadcasting in 2009 and later changed its digital channel from 16 to 31 on July 3, 2020, as part of federal spectrum repacking. The station remains a regional PBS and public-education service operated by HRETA.
- 2020
Digital channel changes to 31
[1]The station moves its digital transmission as part of spectrum repacking.
- 2012
Virginia public-broadcasting subsidy ends
[1]The station loses a significant traditional public funding source and continues diversifying educational services.
- 2009
Analog transmission ends
[1]WHRO-TV ceases analog broadcasting on channel 15.
- 2008
Online education services expand
[1]The organization introduces online courses and workforce-training services.
- 2002
Digital television service launches
[1]WHRO-TV begins digital broadcasting on channel 16.
- 1990
Expanded telecommunications center opens
[1]WHRO completes a larger $5 million facility and renovates its existing complex.
- 1976
Great TV Auction begins
[1]WHRO-TV holds its first televised auction fundraiser.
- 1975
Morison begins long leadership tenure
[1]John R. Morison becomes president and general manager and oversees major expansion.
- 1972
Peabody Award recognition
[1]WHRO-TV receives a George Foster Peabody Award for educational programming for schools.
- 1970
PBS affiliation begins
[1]PBS replaces National Educational Television as the station's public television network affiliation.
Products and positioning
A regional nonprofit public-media and educational service focused on PBS programming, classroom instruction, lifelong learning, and community service in southeastern Virginia.
Public television broadcasting · 1961
WHRO-TV PBS service
The station's core service is a PBS-affiliated over-the-air television channel for Hampton Roads and nearby areas. Its schedule combines nationally distributed PBS programs with educational, cultural, public-affairs, and other public-media content.
Educational broadcasting · 1961
School instructional television
WHRO-TV was established to deliver curriculum-related television to local school systems. Its early service covered subjects from elementary social studies through calculus, and the educational mission remains central to the broader HRETA organization.
Digital education · 2008
Online courses
Beginning in 2008, WHRO offered online courses to member school divisions without charge and made courses available commercially to other users. The service extended the organization's educational mission beyond the broadcast schedule.
Professional and workforce education · 2008
Workforce-training portal
WHRO developed a portal for workforce-training classes as part of its response to declining public subsidies. The offering provided an additional educational service and a potential earned-revenue stream.
Controversies
2006
Public-meeting and certification findings
During a period of financial and organizational distress, the Corporation for Public Broadcasting inspector general cited WHRO for violations of public-meeting requirements and false certifications. The findings occurred alongside staffing cuts, the cancellation of weekly local television programs, and controversy over management's cost reductions.
Marketing campaigns
- 1990Digital conversion capital campaign
Hampton Roads, Virginia
WHRO conducted a capital campaign to finance its conversion to digital broadcasting and related infrastructure.
Outcome. The campaign raised more than its original target and helped finance the station's digital facility.
- 1976Great TV Auction
Hampton Roads, Virginia
WHRO-TV launched an annual televised auction to raise funds and engage local supporters.
Outcome. The auction continued through 1991, when it was discontinued after failing to meet its target in its final year.
- 1969Community profile and adult-program campaign
Hampton Roads, Virginia
WHRO-TV promoted its evening adult programs and created a community advisory board to increase public visibility beyond its classroom audience.
Outcome. The station broadened its public-service identity beyond school instruction.
Brand decisions
2020
Move digital transmission to channel 31Generation changeBackground
The Federal Communications Commission's spectrum auction and repacking process required many broadcasters to change channels.
Action taken
WHRO-TV moved its digital transmission from channel 16 to channel 31.
Aftermath
The station continued digital service from its Suffolk transmitter on the reassigned channel.
2008
Launch online learning and workforce trainingProduct launchBackground
The organization needed to compensate for declining state support and develop services connected to its educational mission.
Action taken
WHRO began providing online courses to member school divisions and launched a workforce-training portal.
Aftermath
The new services helped keep revenue comparatively stable and reduced dependence on government subsidies.
2001
Reduce operations during funding contractionStrategyBackground
Virginia reduced public-broadcasting support, while WHRO's revenues and reserves came under pressure.
Action taken
The station cut staff and canceled its weekly locally produced television programs.
Aftermath
By 2005, staffing had fallen by 23 percent from 2001 levels, and WHRO had no regular local television production.
1975
Expand transmission and public-media operationsStrategyBackground
The station sought greater coverage and a broader telecommunications role.
Action taken
WHRO-TV built a new high-power transmitter facility, while HRETA merged with a classical-music radio station.
Aftermath
The organization developed into a combined public television and radio operation and later adopted its telecommunications-focused name.
1970
Adopt PBS affiliationStrategyBackground
National Educational Television was being replaced by the newly established PBS system.
Action taken
WHRO-TV moved its principal public television affiliation to PBS.
Aftermath
The station became part of the national PBS member-station network.
Recent events
- 2020
WHRO-TV moves its digital transmission to channel 31[1]
Product generation · Regulation
The station moved from digital channel 16 to channel 31 as part of the United States wireless-spectrum repacking following the federal spectrum auction.
- 2009
WHRO-TV ends analog broadcasting[1]
Product generation
The station ceased analog transmission on channel 15 during the United States digital television transition.
- 2008
WHRO-TV expands online education and workforce training[1]
Product launch
The organization introduced online courses for school systems and a separate portal for workforce-training classes, diversifying its educational services and revenue sources.
- 2002
WHRO-TV completes digital television launch[1]
Product launch · Product generation
WHRO-TV began digital broadcasting on channel 16, preparing the station for the transition away from analog television.
- 1972
WHRO-TV receives a Peabody Award[1]
Other
The station was recognized for its school-oriented educational programming, an unusual institutional honor for an educational broadcaster.
- 1961
WHRO-TV begins broadcasting[1]
Other · Product launch
The station launched on October 2 as Virginia's first noncommercial television station, initially providing educational programming for local schools.
Sources2 sources
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