SASKATOON – Golden West Broadcasting says that it has learned its lesson. After being denied an opportunity to launch a FM radio station in Humboldt Sask. in 2008, the company has come back with facts in hand, demonstrating that it should be awarded the licence.
But Golden isn’t the only company vying for a FM radio station licence in the small Prairie market. Fabmar Communications Ltd., the owner of a regional FM station that covers Humboldt, Melfort and other areas, also wants a licence.
The two companies squared off during a CRTC hearing on Wednesday over who’s better positioned to operate the FM station at 107.5 MHz.
A key aspect of Golden West’s second turn at the FM station is the new technical specs. The company has modified its service so as to minimize overlap with the Saskatoon market through the use of a directional antenna.
Golden argued its application should be approved because it offers more than money than Fabmar to local content creation. “Our commitment to bring local programming to Humboldt is clear from our staffing levels to the funds we will spend on local programming: $2.1 million over 7 years. Local content is what makes local radio viable and is only possible with that level of investment,” said Golden West’s president Lyndon Friesen.
Programming choice is also a winner, according to Golden West. The company has chosen to go with a variety hits format that will provide diversity, increased opportunity for local editorial voices and more choice. This format will appeal to a broad audience in the 18 to 54 age group and a core audience in the 35 to 54.
“This format has the most appeal to those who go the radio most to get their news and information. It has the widest appeal to the most residents of Humboldt. Rather than be exclusive we deliberately went with a broader more inclusive approach,” Friesen explained.
In addition committing to broadcast 40% Canadian content, the company will broadcast a weekly 30 minute made in Saskatchewan program showcasing local musical talent. As well, the radio station will feature a special Saskatchewan music category as part of its regular daily music rotation ensuring that 3% of our musical selections feature emerging artists.
Fabmar Communications (Fabcom) counted arguments from Golden. Ken Singer, VP of broadcast operations for Fabcom, took aim at Golden West’s proposed use of a directional antenna. Because Golden West’s use of the 107.5 MHz frequencies will be restricted to satisfy common ownership rules, it won’t be able to serve as many people as Fabcom will.
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Fabcom also believes that its choice of a classic rock station would best suit the population of the small Saskatchewan city. According to a survey done for the company, the classic rock format was preferred by nearly three-quarters of respondents. The company added that other formats such as 80s and 90s retro pop, adult contemporary, 70s pop rock and country are already well served by other stations in the area.
“Classic rock was the first choice with the 25 to 49 demographic and the second choice for the 50 to 54 age group. Since almost 70% of Humboldt’s population is older than 25, classic rock is the best format choice for the Humboldt market,” said Singer.
Fabcom aims to support and promote local talent through a number of initiatives, including the enhancement of educational and training skills, direct funding to local talent, a dedicated, indirect, on air expenditures budget to assist in the promotion and development of local artists and the creations of windows of opportunity for Canadian artists to gain on air exposure through this special music based program.
“The public interest of the Canadian broadcasting system will be strengthened by ensuring ownership diversity and competitive balance within Saskatchewan’s broadcasting community,” Singer said of approving Fabcom’s application.
