FM HD2 spawns a new FM station (translator)

[kfbkfb]

Carter Broadcast Group brings new R&B radio station to KC

The Carter Broadcast Group (CBG) announced on Monday the launch of a new R&B radio station in Kansas City called RNB 106.9 FM (K295CH).

www.kctv5.com

I've enjoyed listening to KPRS FM HD2 from time to time for the past several years but I only have an HD radio at home.

How common is this (setting up a new FM station, including all of the new promotional material) to make an HD2 program more available?


Kirk Bayne

 

[speer360]

Translators being programmed and fed via a HD2,3,4 is very common. Being marketed as the FM signal is just as common.

Lots of stations are only in HD to program translators in small markets.

 

[KeithE4]

Or, for example, KAZG 1440 Phoenix, an oldies station that markets itself as AM 1440/FM 92.7. The translator on 92.7 is actually fed via sister-station KDKB 93.3-HD2. So is 1440 unless it's being used as sports-overflow for sister station KDUS 1060. This allows 92.7 to air oldies 24/7 and 1440 to air Arizona State University sports (mostly baseball and women's basketball) as necessary when 1060 is airing other programming.

 

[Miss Tuned]

A lot of HDs only exist to feed translators. If the translator wasn't there, the HD wouldn't be there - it's a way for an operator to get more signals into a market, albeit at relatively low power. Without the translator, most of the HDs wouldn't be viable radio stations.

 

[Kelly A]

I'm just impressed that we've witnessed Kirk's mindset leaving 80's and the joining at least the early 2000's.
Next let's move you up to at least 2020.

 

[kfbkfb]

KPRS HD2 has been OTA since 2016, for some reason, the KPRS FM owners thought that acquiring an FM translator and upgrading to 250W (still a somewhat directional signal) was worth the trouble to create a new FM station in the KC market (now they have to advertise and promote a new station where as previously, they just promoted KPRS HD2 on KPRS from time to time).

Anyway, it's their money, if they think they can make more money by adding an FM signal to the KC market, have at it.


Kirk Bayne

 

[radiofan2023]

They're trying to compete with107.3 KMJK as always

 

[speer360]

KPRS HD2 has been OTA since 2016, for some reason, the KPRS FM owners thought that acquiring an FM translator and upgrading to 250W (still a somewhat directional signal) was worth the trouble to create a new FM station in the KC market (now they have to advertise and promote a new station where as previously, they just promoted KPRS HD2 on KPRS from time to time).

It is all about the customer, the advertisers. It now gives Carter Broadcast Group another metro grade FM signal as an additional station to sell in the cluster to Advertisers. The listeners are important but not why these choices are made.

From what I have read, HD2 Stations on Digital only is not something alone you can sell to easily to advertisers.

 

[SomeRadioGuy]

KPRS HD2 has been OTA since 2016, for some reason, the KPRS FM owners thought that acquiring an FM translator and upgrading to 250W (still a somewhat directional signal) was worth the trouble to create a new FM station in the KC market (now they have to advertise and promote a new station where as previously, they just promoted KPRS HD2 on KPRS from time to time).

Anyway, it's their money, if they think they can make more money by adding an FM signal to the KC market, have at it.


Kirk Bayne

Obviously, they do think its worth it!

 

[Kent]

How common is this (setting up a new FM station, including all of the new promotional material) to make an HD2 program more available?

As some of the others have pointed out, it's quite common. You already had two translators relaying HD subchannels in KC. 102.5 Jack FM is a translator that relays KCMO-FM HD2, and EMF leases KCFX HD3 from Cumulus to feed Air 1 to 107.9. That was previously an operation known as "The Fountain," but it sold its translator and lease of the KCFX HD3 feed to EMF when William Jewell found another buyer for 91.9.

 

[vchimpanzee]

From what I have read, HD2 Stations on Digital only is not something alone you can sell to easily to advertisers.

Even with a translator I can't say I have heard WOXL-HD3 Asheville NC run any commercials except for classic ones from the 60s and 70s.

 

[kfbkfb]

Considering the general decline in pure radio listening, I would think KPRS FM would promote the existing stream of KPRS HD2 a lot more and not spend money to place the HD2 audio on an "old school" actual analog FM signal.


Kirk Bayne

 

[speer360]

I would think KPRS FM would promote the existing stream of KPRS HD2 a lot more and not spend money to place the HD2 audio on an "old school" actual analog FM signal.

No one in the general public cares about HD Radio. A large segment of the Mobile/Car user base does not have a HD Capable Radio, and those that do, don't know how to use it.

Analog FM has a huge Install base that can access the signal at no additional cost today. Putting this station on a FM Signal increases the market reach for advertisers.

 

[Kent]

Considering the general decline in pure radio listening, I would think KPRS FM would promote the existing stream of KPRS HD2 a lot more and not spend money to place the HD2 audio on an "old school" actual analog FM signal.

Pure radio listening's decline isn't as steep as you might think it is. That analog transmitter still has value and is cheaper to operate than a stream.

When you're radio, you want to be everywhere your listeners are. Just being a stream doesn't get you the audience and doesn't get you the advertisers. To truly be everywhere, you need to be on analog AM and/or FM as that's still where the majority of the audience is. The HD2 might help on licensing costs for the stream, but its listening is otherwise minuscule. KPRS HD2 doesn't even meet the minimum number of listens to be reported in the Nielsens.

 

[kfbkfb]

Well...K295CH 106.9 has become my new favorite FM station - I actually listen at home (on a boombox though) and it's my first choice on my car radio - 106.9 then 94.9 then 102.1 searching for appealing music (since the Funk Streaming YouTube channel suddenly shut down about a month ago while I was listening [the info line said I was one of nearly 200 listeners worldwide]), 106.9 is a good substitute.


Kirk Bayne

 

[davideduardo]

Pure radio listening's decline isn't as steep as you might think it is. That analog transmitter still has value and is cheaper to operate than a stream.

Yes, while 95% of people listened weekly to radio in the early 2000's, it is still around 85%, which is huge.

And time spent listening is lower by about 50% from the first year of PPM (2009) compared to today, but it is still considerable.

 

[Miss Tuned]

Yes, while 95% of people listened weekly to radio in the early 2000's, it is still around 85%, which is huge.

And time spent listening is lower by about 50% from the first year of PPM (2009) compared to today, but it is still considerable.

Even in the UK, a market where digital radio has taken off and is now the mainstream way of listening to radio, FM (combined with the tiny amount of remaining AM) has reached a "floor" of around 33% of total hours spent listening. It hasn't budged more than a percentage point +/- from there for a few years. There's enough of an installed base of analog-only radio in older cars, and enough people who have been listening to BBC Radio 2 on FM for 30 years and don't feel the need to migrate.

I don't think we'll see the end of FM in my lifetime in this country (although I can't say that's especially long, hence moving back closer to family!) - let alone in a far more analog-heavy market like the US.