I would not study an agency that is losing money, even if it is at a slower rate. If your goal is to be profitbale only study agencies that are profitable. If there aren't any profitable public agency, then find the closest business model that resembles your organizational structure and study that.
You are right- this is not drastic, but I bet there would be a cult like following for these items.
I sitll suggest that there's a market on cable channels for 'Reality programs' related to heavy, dangerous and dirty work. If there is a demand for fishing, logging and digging there should be a oportuity to sell the challlenge of keeping the T running -- such as the following promo:
"Witness the constant battle in the wee hours every night to keep the T running for its million riders of trains, busses, trolleys, tracklesss trolleys and subways. Each night in just 4 hours a small army decends into the voids to perform routine and emergency care on the T's 100 year old tunnels underneath Boston's historic streets nd buildings, elevated structures, tracks in busy streets and the overhead wires powering trackless and tracked trolleys. See T-men and T-gals welding, diging, sawing, replacing wiring, filling sinking ground under the tracks, pumping out tunnels filling with water and beset with rats, etc. Watch the commuter rail and trolley mainternnce crews battle downed tree limbs, snow (some years), freeaing and thawing ground. "
I'd bet that such a program would really spur the sale to T-shirts, flashlights and hoodies
Some other highlight from the wiki article:
http://en.wikipedia.org/wiki/MBTA
the subway averaged 598,200 riders -- fourth busiest subway system in the United States.
the combined Green Line and Ashmont–Mattapan High Speed Line -- the busiest light-rail system in the U.S, with a weekday ridership of 255,100
In 2006, 31.60% of workers in the city proper commuted by public transport.
one of only two U.S. transit agencies that operate all of the five major types of transit vehicles: regional (commuter) rail trains, "heavy" rapid transit (subway/elevated) trains, light rail vehicles (trolleys), electric trolleybuses and motor buses. The other is Philadelphia's Southeastern Pennsylvania Transportation Authority (SEPTA).
the largest consumer of electricity in Massachusetts,
the second-largest land owner after the Department of Conservation and Recreation
the CNG bus fleet was the largest consumer of alternative fuels in the state