U.S. classical radio listeners who lament the steady shrinkage of airtime devoted to music probably wouldn't expect to look to Las Vegas for comfort. But they can find it there: Nevada Public Radio has launched a new station in the city devoted entirely to classical music — KCNV, 89.7 FM.
The Las Vegas Review-Journal reports that KNPR, the public radio affiliate in the area, had been uneasily split for years between news/public affairs and music programming, serving two overlapping but distinct audiences and not quite satisfying either. The station recognized this problem and applied to the Federal Communications Commission for a second frequency back in 1996. Due to delays at the agency and another broadcaster who wanted the same frequency, approval didn't come through until last year. Following a necessary relocation of radio transmitters as well as staffing and other changes, the existing KNPR (formerly 89.5 FM) divided into two stations as of 31 October: the new KNPR at 88.9 FM is devoted entirely to news and public affairs, while KCNV is all-classical.
KNPR station manager Lamar Marchese told the Review-Journal that the launch of the new station would cost about $2.2 million, and that operating and programming costs for two stations would naturally be higher than for one. But he anticipates that the split may increase, not decrease, total listenership as well as membership and sponsorship revenue. "There are people who tell us, 'I really love the classical music, but I hate all the talk' or vice versa," Marchese said. "They say they'd become members if we just got rid of the music, or just got rid of the talk. Now they'll have no excuse not to give anymore." KNPR board member Louis Castle told the newspaper, ""The message coming from the stations will be no longer one mixed message but two clear and targeted ones to two clear and targeted audiences. It's a much cleaner way to market."
— Matthew Westphal
"Long-Awaited Move: Radio station finally splits"
Ken White - Las Vegas
Review-Journal - 31 October 2003
"Finding
New Focus"
Matthew Crowley - Las Vegas Review-Journal - 7 September 2003
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