It’s well known that, thanks to streaming, traditional broadcast TV is on the decline.

Cable and broadcast TV each take up a little over 20% of television viewing respectively, with the majority 49% going to streaming, according to Nielsen, an audience analytics firm.

But that’s not stopping oneBURGH.

Pittsburgh’s self-proclaimed “largest social media network,” owned and operated by Brian Carothers of Moon Township, launched “oneBURGH Tonight” a couple of weeks ago. It airs every Saturday at 11 p.m. on 22 The Point.

Carothers, a class of 2002 Point Park alum, said his aim with launching the new late-night effort was both to build oneBURGH’s brand and to keep it “dynamic.”

“Television still matters, in theory,” Carothers said. “…Everyone has a podcast, but we wanted to make the jump to say this is a legitimate TV show; it airs on television.”

And it’s far from the first new oneBURGH initiative to be borne from Carother’s mind.

He bought oneBURGH off of a friend in 2022 with the idea of morphing it into Pittsburgh’s own sort of “Drudge Report,” resharing local stories and statements to the page’s then-over 150,000 followers.

When that didn’t see much initial success, Carothers said he got more personal with his uploads.

“It wasn’t until I started digging in to try to make an original voice for it that I started seeing it double in numbers,” Carothers said.

That “original voice” is his own, which he says “oneBURGH members” — his audience of now over 450,000 — often say reads like a text message or coffee shop conversation.

And with the page churning out five to six uploads per day, on top of planning late night segments, oneBURGH involves a lot of writing.

“I like to write,” Carothers, the “Yinzer-in-Chief,” said, “And so the performance is fun, of course, but there’s something to me that is fascinating and interesting to try to find words that make sense and come together in a clever way.”

The page, which Carothers runs with the help of “funny Pittsburgh people,” has coined famous local phrases such as “Code 57,” referring to a brand of ketchup that is not Heinz; “Drivin’ like a goof,” usually describing some sort of car crash, often a car crashed into a storefront; and “CO’OC,” a nickname for Mayor Corey O’Connor.

Carothers, who interned with David Letterman through Point Park and worked in late-night TV in his early career, says he means everything in good fun, and that he prefers to discuss current events both satirically and realistically.

“I just feel like a lot of things are spoon-fed,” Carothers said, “or not followed-up on that are celebrated somehow in Pittsburgh. And it’s like, wait a second, this is the exact opposite of something that should be celebrated.”

Last March, he and the gang at oneBurgh particularly took issue with Pittsburgh’s problem with potholes.

Dressed as an anthropomorphic teddy bear named “Beary,” Carothers and the group drove around the greater-Pittsburgh area measuring potholes with Pittsburgh-ish things.

One pothole was “12×10” Turner’s Iced Tea cartons. Another fit four pots of “Grandma Beary’s haluski,” without being close to filled.

But while oneBURGH got flack for wasting food, and made a $500 donation to the Greater Pittsburgh Food Bank as a result, some potholes also got filled.

Carothers credits that to his effort to make oneBURGH’s content something “everyone can digest.”

“It’s like, okay, there was a mascot bear, I got your attention, fine,” Carothers said, “But he filled it with 78 cartons of Turner’s Iced Tea. That’s also hilarious, and it’s also Pittsburgh, but that’s a big f—ing pothole that probably needs to be addressed.”

Many other problems, from the Pirates’ losing streak, to local business closures, are also frequently addressed by oneBURGH. But the page, without any holier-than-thou sentiment, does so in a way that isn’t polarizing.

Carothers said oneBURGH is bipartisan “by design,” and tries to praise and criticize each side of any given disagreement equally.

“I think that people respond first to pleasure,” Carothers said. “And if you can make them laugh — or kind of like take down their wall of what they politically or culturally think of something — just by being absurd, it maybe opens up the conversation more.”

With two of the city’s flagship papers shutting down, Carothers said oneBURGH members often say they only get their news through oneBURGH; he called that “scary.”

Carothers said he isn’t completely sure if oneBURGH will be able to fill the reporting gap left behind by the Post-Gazette and City Paper.

But he does think, because all of oneBURGH’s content is offered completely free-of-charge, that the page contributed in some way to the Post-Gazette’s closure.

“No one wants to pay to know what’s going on,” Carothers said.

Regardless of its shifting multimedia content, oneBURGH doesn’t seem to be going anywhere anytime soon. And it’s not leaving the city either, of course.

“Everything oneBURGH does is an experiment,” Carothers said, “We’re not locked into anything…The only thing we’re locked in on is being Pittsburgh.”