WNET Group names Steven Belser vice president of distribution and new revenue

The WNET Group has named Steven Belser vice president of distribution and new revenue, bringing in a media executive with experience at Vox Media, Tribune Media, Bloomberg Media and Vice Media to oversee the public broadcaster’s distribution strategy and revenue development.

Belser joins the senior leadership team at the parent organization of PBS flagship station Thirteen in New York, New York. He reports directly to WNET President and CEO Edward F. O’Keefe.

The appointment comes as WNET looks to expand the reach of its programming beyond traditional public television distribution while developing additional revenue sources.

In the newly created position, Belser will coordinate programming, content rights and clearances, research and distribution strategy across platforms. His responsibilities include identifying opportunities to reach new audiences and generate revenue through WNET’s existing programming and future productions.

The leadership change also comes ahead of the planned departure of Jen Danielson, who will step down as vice president of distribution by early 2027.

Belser brings more than two decades of experience spanning digital publishing, broadcast television, content licensing, subscriptions and brand partnerships.

At Vox Media, he served as vice president and general manager, overseeing digital publications including Vox.com, The Verge, Recode and Polygon.

He previously held a leadership role at Tribune Media, where he was responsible for national content distribution and monetization across the company’s 42-station television portfolio.

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The appointment comes at a particularly consequential time for public broadcasting following the closure of the Corporation for Public Broadcasting earlier in 2026.

The loss of federal funding distributed through CPB has increased financial pressure on public television stations and producers, forcing organizations such as WNET to explore alternative revenue sources and distribution arrangements.

Belser’s responsibility for developing new revenue streams and expanding content licensing opportunities could become increasingly important as public media organizations seek to reduce their reliance on traditional funding models.

The elimination of CPB also raises questions about the long-term economics of producing and distributing national public television programming.

For WNET, which produces several established PBS series, expanding licensing agreements, reaching audiences through commercial streaming platforms and developing direct relationships with viewers could help offset some of those financial pressures. 

Belser’s background in digital media, subscriptions and content monetization positions him to lead those efforts as WNET navigates a changing public broadcasting landscape.

His background also includes helping launch Bloomberg’s QuickTake and NowThis Media, two digital-first news operations developed around changing audience consumption habits.

“As we explore new ways to reach audiences and expand our impact to build a sustainable future for independent public media, Steven’s experience and entrepreneurial perspective will be especially valuable,” O’Keefe said in a statement. “I am confident he will bring fresh thinking, energy, and opportunity to our organization.”

Belser’s appointment reflects the increasing emphasis among public media organizations on reaching audiences through streaming, digital distribution and other platforms as traditional television viewing habits evolve.

WNET produces and distributes several longstanding PBS franchises, including “Great Performances,” “American Masters” and “Nature,” which Belser identified as opportunities for reaching audiences through additional distribution channels.

“The kind of trust WNET has with its audience is hard to earn. Generations have grown up with Great Performances, American Masters, and Nature, and now we have a chance to bring those programs, and what we make next, to new viewers on the platforms they already use,” Belser said in a statement.

“I’m excited to work with Ed and the team to build closer relationships with those viewers and create new, durable revenue for WNET.”

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Belser studied media at the University of Arizona and New York University. He is also a longtime judging member of the National Academy of Television Arts & Sciences for the News and Documentary Emmy Awards.