A rotary wheel system, including a rotatable frame with a plurality of removable, interchangeable media segments, has a hub assembly, a plurality of spokes radially extending from the hub assembly, in between which each media segment is located. Each I-beam shaped spoke is formed of a primary spoke and a secondary spoke, separated along the center section. The hub assembly includes specially designed brackets for detachably connecting the spokes to the hub assembly. A rim assembly includes a plurality of rim segments and special brackets for fastening each end of each rim segment to the spokes. It is emphasized that this abstract is provided to comply with the rules requiring an abstract that will allow a reader to quickly ascertain the subject matter of the technical disclosure and will not be used to interpret or limit the scope of meaning of the claims. 37 CFR 1.72(b).