Like many large market broadcasters, WTTW, the flagship PBS station in Chicago, has been approached by any number of ventures proposing to monetize a portion of their television spectrum – in exchange for long-term control of it. Convergence Services, Inc. was hired by the WTTW President and CEO Dan Schmidt, to evaluate one proposal and advise him and the Board generally about their strategic spectrum planning. Our work was presented to a special committee of the WTTW Board and led to the station’s decision to base any spectrum proposals on the opportunity for WTTW to extend its brand, provide new services to the community, and reach new audiences – as well as creating non-traditional revenue streams for the station.