For Immediate Release
Contact: Kristin Tutino, (585) 258-0253


Rochester, NY (September 28, 2007) – WXXI is taking a leading role in the use of digital technology to bring the statewide ThinkBright Lifelong Learning channel to the Greater Rochester area. Beginning October 1, viewers can tune into WXXI-DTV 21.3 (cable 433) for a whole new evening selection of public broadcasting programs, including educational series, arts and cultural specials, public affairs forums, high-quality children's shows, and programs that highlight New York State. On the air from 6 p.m. to 6 a.m. each day, this new channel supports WXXI’s mission to be the essential, life-long educational media resource for the Greater Rochester area.

A fiber interconnect and new digital technology make the transmission of ThinkBright possible, allowing communities throughout New York to share in this educational and community resource. In addition to WXXI, ThinkBright will air in Albany (WMHT), Binghamton (WSKG), Buffalo (WNED), Plattsburgh (Mountain Lake PBS), Syracuse (WCNY), and Watertown (WPBS).

WXXI will run ThinkBright on DTV 21.3 (cable 433) from 6 p.m. to 6 a.m. With this new addition WXXI will be able to offer a two-hour block of children’s programming from 6 p.m. to 8 p.m., a crucial time of day when there isn’t commercial-free, non-violent kids programs on the air. At 8 p.m. ThinkBright’s primetime schedule will feature thematic programming each day, as follows:          

Sundays – Family & Educational Nights

Mondays – Healthy for Life Nights

Tuesdays – Arts & Performance Nights

Wednesdays – History & Biography Nights

Thursdays – Heritage & Diversity Nights

Fridays – Think Globally Nights

Saturdays – Science & Nature Nights

WXXI will continue to run CREATE programming on DTV 21.3 (cable 433) from 6 a.m. to 6 p.m., which showcases the best cooking, travel, fine living and how-to programming public television has to offer. For a complete schedule of all of WXXI’s DTV channels, which includes WXXI-HD, PBS World, CREATE/ ThinkBright and WXXI-TV, visit



WXXI is the essential, life-long educational media resource for the Greater Rochester area. WXXI puts the community first with programming that stimulates and expands thought, inspires the spirit, opens cultural horizons and promotes understanding of diverse community issues. Log on to for more information about our services and programs.

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