Civic advocacy for public service media (PSM) is rather rare. Switzerland, however, where civic associations play a vital role in politics and economy and media policy activism is currently on the rise, offers ideal conditions for such advocacy. Combining document analysis and expert interviews with leading activists, this article investigates the aims, strategies, and networks of seven associations dedicated to media policy activism. It also examines the connection between No Billag, a 2018 national referendum on abolishing the public broadcasting license fee, and the formation of new associations. Findings show that these associations are gatherings of media professionals and that PSM is not their main concern.