Low power to the people: Licenses could open doors for college,
independent radio
LaCrosse Tribune
February 15, 2014 12:00 am • By Chris Hubbuch
VIROQUA, Wis. -- In a studio overlooking Main Street in a converted
tractor supply store, Kerry Barnett was spinning his kind of tunes
Friday morning.
“I cover the bases,” he said. “As long as there’s melodies and
harmonies.”
Patsy Cline, Devo, Led Zeppelin, Stevie Wonder, KD Lang, Etta James: Not
your typical play list. But then, WDRT is not your typical top-40
station.
With the slogan “radio from the ground up,” three-year-old Driftless
Community Radio bills itself as the region’s only noncommercial and
independent radio station, supported by listeners and run by volunteers.
La Crosse could soon have a similar brand of commercial-free radio.
In its first round of licensing in nearly 15 years, the FCC recently
issued one permit for a low-power FM station to the University of
Wisconsin-La Crosse and is considering another application from the
Warehouse Alliance.
Low power, high interest
Designed to give community organizations -- such as schools and churches
-- an affordable way to reach local populations, low-power FM radio
stations are limited to 100 watts (less than 0.1 percent the power of a
commercial station like Z-93) and a range of about three miles.
Unlike commercial radio, LP-FM licenses are issued only to nonprofit
organizations, as well as public safety and transportation
organizations. Because of their limited range, they can squeeze into
frequencies that might not otherwise be available. And they’re
significantly less expensive to start and operate.
Low power licenses were first made available in 2000, but after an
initial round of licensing, the Federal Communications Commission did
not open another application window until 2013. In less than a month
last fall (including the government shutdown), the agency received more
than 3,000 applications for new stations.
“It’s an exciting time,” said Julia Wierski, development and
communications director for the Prometheus Radio Project, which
advocates participatory radio and offers support for organizations
trying to start stations.
There are just 34 low-power FM stations now licensed in Wisconsin and
Minnesota, but with another 36 approved for construction and 47 with
applications pending, that number could nearly triple in the coming
years.
Wierski said low-power radio is an antidote to commercial media, which
has become increasingly homogeneous through consolidation. Even public
radio stations struggle to give coverage to local issues, she said.
With a relatively low cost of entry, LP-FM gives voice to communities
that wouldn’t otherwise have a chance at media ownership.
The FCC estimates the basic cost to equip a low-power radio station is
about $75,000 -- not including land, buildings, furnishings or tower
space. A full power radio stations can cost at least 10 times that, or
far more.
Local plans
UW-L was one of two UW system campuses to receive construction permits
during the latest round of licensing. The yet-unnamed station would
broadcast at 92.9 FM, according to FCC documents.
Also among the last round of applications was the Warehouse Alliance, a
nonprofit organization that grew out of the all-ages music venue in
downtown La Crosse.
Warehouse founder Steve Harm, who is now executive director, said
programming ideas are still evolving, but he hopes to reach a 14- to
25-year-old audience with a mix of music, interviews and music-oriented
educational programming.
“I’d love to do some progressive talk since there is absolutely nothing
in this area when it comes to talk radio that isn't right/far-right,”
Harm said.
Harm said the idea came from someone in California who read about his
attempt to turn the Warehouse into a nonprofit, which would allow it to
qualify for a low-power license.
“It seems like it could give kids a great forum to get some experience
in broadcast media,” he said.
While the FCC dismissed the original application on the grounds that it
failed to address potential conflicts with another signal, Harm is
optimistic his appeal will succeed.
“We are appealing an initial denial and don’t see any reason why it
won't be granted,” he said. “A group from UW-L was granted a license,
and we see no difference between us and them. There is enough bandwidth
for everyone.”
UW-L’s plans are less clear.
Students with the internet-only RAQ Radio did not respond to interview
requests, and Communications Department chairwoman Linda Dickmeyer
called the Tribune to say the university would not be commenting on the
license.
“There’s nothing to tell at this point,” Dickmeyer said.
Still, UW-L Chancellor Joe Gow applauded students and faculty for their
work on the long-sought approval.
“I think it’s a wonderful opportunity for our students to get valuable
real-world broadcasting experience,” Gow said. “I’m very impressed ....
It’s a long road to get approval.”
‘Just normal folks’
Though licensed as a full-power station, WDRT (91.9 FM) broadcasts at a
mere 480 watts -- less than 0.5 percent of the strength of a station
like Z93. It’s signal barely makes it into La Crosse County, though the
station has internet listeners all over the country.
Like public radio, it’s member supported, though the pledge-drive
premiums are a bit more earthy. Maple syrup, a side of beef, a cord of
wood.
And the disc jockeys -- more than 60 of them -- are all volunteers
spinning tunes out of a love of music.
WDRT began broadcasting in September 2010, but the idea dates back more
than a decade.
“People have been wanting to have something like this for a long, long
time,” said programming manager Jim Hallberg, one of three part-time
staffers.
The founders had a chance to go for a low-power license but decided to
wait for one that would let them reach farther into the surrounding
countryside.
“It would have been a lot easier and less expensive,” Hallberg said. “We
didn’t just want to be a Viroqua station.”
Hallberg said the intent behind WDRT was to build radio where “just
normal folks could come in and have a show -- without having a degree or
background in radio -- out of a love of music.”
That means people like Barnett, who had no radio experience when
Hallberg invited him to host a show a year ago.
“This was way out of my comfort zone,” Barnett said. “I turned it down
the first three times he asked me.”
It was also a big time commitment for a 62-year-old accountant with his
own business to run. But in the end, his love of music and desire to
share it won the day.
“I think I have a lot of music in my library that people should hear,”
Barnett said. “I’m playing music I want to hear and letting other people
hear it.”
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