Northborough's public access television is set to undergo a significant transformation as it rebrands itself as Northborough Media Connection. This change, announced by Dana Volke, the director of Northborough Cable, aims to modernize the department and adapt to the evolving media landscape.

Volke highlighted that the traditional model of public access television is shifting. With the rise of online platforms like YouTube and social media, the way residents consume media has changed dramatically. The department will focus on creating high-quality, short-form content that resonates with today’s audience, moving away from longer programming that has seen a decline in viewership.

The rebranding comes in response to a steady decline in cable subscriptions, which has impacted funding. Currently, less than half of Northborough households subscribe to cable, leading to a loss of over 5% in funding annually. Volke emphasized the need for the department to prepare for a future where cable contracts may not be renewed, urging the community to support the transition to a model that relies more on town funding.

In addition to the rebranding, Northborough Media Connection will enhance its online presence, consolidating social media channels and improving accessibility. The department will continue to provide live streaming of municipal meetings and maintain compliance with existing cable contracts while exploring new avenues for community engagement.

Volke's presentation received positive feedback from the Select Board, with members expressing appreciation for the department's efforts to reach a broader audience and ensure that all residents have access to important information. The transition to Northborough Media Connection is seen as a proactive step towards ensuring the department remains a vital resource for the community in the digital age.