If supporters of community radio have anything to say about it, then, the legacy of low power radio may experience a revival as a result of the Local Community Radio Act. Recently signed by President Barack Obama, the Act is intended to increase the number of local radio stations on the FM dial to as many as 2000 within the next couple of years. In order to better understand why the development of local radio stations as an alternative to large corporate controlled stations like those operated by Clear Channel is important, read some of the negotiation aspects of LPFM station general manager, programmer and attorney Efia Nwangaza of WMXP 95.5 FM in Greenville, SC. In our discussion about some of the factors during negotiation, we covered the areas of affiliation, autonomy and mutual benefits:
The type of affiliation in which a deal is made is critical for LPFM stations because partners make the LPFM station more valuable. For example, Pacifica radio network is reputable for having 5 radio stations in key markets, and, they are focusing on important social issues (like human rights, the economy, etc.); moreover, Pacifica provides popular programs for syndication like Tavis Smiley and Cornell West in order for WMXP to provide sophisticated programming, thus, enabling the LPFM with the ability to generate more sponsorship funding. When considering autonomy as a general manager and programmer, a more specific tupe of content can be developed in accord with the program’s mission, as well as, the community needs; otherwise, program would have to be bought, or pigeon held with local programming. Regarding mutual benefit, an alliance with a developer like Pacifica provides an outlet for content providers to sell their programming, while the company (WMXP) gets quality programs or hard to develop content (i.e. the US President’s Inaugural address). In the end, the factors of affiliation, autonomy, and and mutual benefit are key elements in negotiations, as well as, the evolving legacy of LPFM radio.
REFERENCES:
1) “New law could foster community radio boom”; Reuters; By John Hurdle; Jan. 29, 2011; http://www.reuters.com/article/2011/01/30/us-community-radio-idUSTRE70T00F20110130
2) “Low-Power FM Radio to Gain Space on the Dial”; The New York Times; by Brian Stelter; Jan. 24, 2011; http://www.nytimes.com/2011/01/25/arts/25radio.html?_r=3&adxnnl=1&adxnnlx=1295932235-3bFUj0ul3scO4LekFF50ug
3) Prometheus Radio Project; About Us Section; http://www.prometheusradio.org/about_us
