Omaha’s KVNO 90.7 FM Turns 40: Commercial-Free Public Radio Station Serves the Community, All Classical Music and Local News Content Set it Apart
Omaha’s KVNO Classical 90.7 FM Turns 40:
While the commercial radio menu leans to blow-hard hosts and pop heavy rotations, public radio’s soothing sounds and erudite musings cut through the clutter. KVNO 90.7 FM further stands out for its all-classical play lists and original local newscasts.
Music, public affairs, news mix by KVNO for Omaha
The UNO-based independent celebrates 40 years on-air in 2012, an impressive feat considering its niche appeal as a commercial-free operation dependent on donor support for survival. The professionally-staffed station maintains high quality. The news division particularly serves as a real-world training ground for students.
KVNO long ago opted to be the master of its own content.
“KVNO’s programming is indeed unique among independent classical stations across the country,” says general manager and mid-day-midnight host Dana Buckingham. “KVNO has developed our own blend of classical music programming format that works well for us and the market we serve.
“Many traditional classical stations stick to a rigid programming formula that rarely deviates from the standard playbook of the ‘tried and true’ classics. This homogenized classical programming format almost never crosses over into more contemporary classical, vocal or film music. At KVNO we cross that line almost every hour and our listeners love it.”
Michael Hilt, who as UNO Associate Dean for the College of Communication, Fine Arts and Media oversees KVNO, sees value in personally crafting the program day.
“I think more and more you’re seeing stations going to services that provide the music. They may program part of their broadcast day but not all of it. We have a music director who works with the general manager on programming the music 24/7.”
Audience feedback is considered in programming decisions, officials note.
Buckingham says a “renewed commitment” to news and public affairs has netted award-winning results. “I am very proud of the achievements our talented news team has made. News director Robyn Wisch is a true professional and a great resource and mentor for our students.”
He says where KVNO once “sought to distance itself” from the university, “no more,” adding, “We are the broadcasting voice of the University of Nebraska Omaha and proud of it.” Hilt says the station maintains autonomy though. “The university lets us do what we do. Sometimes there are things we do they love and then there are other times when they say,’ Gee, we wish you hadn’t done that.’ Is there any censorship or editorial control? No.”
A new partnership, strengthening local arts ties, staying relevant
In January KVNO embarked on a programming partnership with NET Radio that enables each to serve a larger statewide audience and to introduce listeners to new voices. Expanding KVNO’s reach, says Hilt, “is very important to us.” Buckingham terms it “a win-win.”
Public radio and the arts make a natural fit, thus KVNO, which once branded itself “fine arts public radio” and served as “the voice of the Summer Arts Festival,” is a dedicated arts advocate and programming outlet.
“Our affiliation with the local arts scene is very strong and we are always seeking ways to make these relationships even stronger,” says Buckingham. “We’re exploring the possibility of producing an expanded weekly broadcast series of the Omaha Symphony.” He sees possibilities for the series beyond Omaha. “It is my hope we may eventually offer this expanded series for nationwide distribution. We are also in the process of integrating more classical music selections featuring the Omaha Symphony into our regular daily playlist and rotation.”
KVNO broadcasts the UNO Music Department series “Sounds from Strauss” and Omaha Symphonic Chorus and Tuesday Musical Concert performances. The station recognizes youth musicians through its Classical Kids program. Aside from the performing arts, KVNO does its share of live UNO sports broadcasts.
To remain relevant in this new media age of cable, satellite and the Internet, Buckingham says, “we cannot afford to be just another classical music service provider, we must be connected to our community and involved in promoting and providing a forum for the talented musicians and artists in our community.”
Popular on-air hosts help the station build listener loyalty, an essential facet in such an intimate medium.
“I have been an on-air classical music host on KVNO for over a decade,” he says. “In fact, most of our on-air classical announcers have been here a long-time. Over that time, we have established a connection with our listeners that has helped us through the good times and the not so good times. Many regular listeners have established a ‘relationship’ with our local hosts. We are always that familiar and friendly voice in the morning, afternoon, evening or late at night.”
Doing more with less and reinventing itself
University budget cuts and pinched donor dollars have forced a frugal station to further stretch already thin resources.
“Believe me, we know how to do more with less,” he says. “We do it every day. We furnished our newsroom entirely with computers handed down from other departments on campus and office equipment from university surplus..”
That austerity harkens back to the station’s modest roots. When KVNO first went on the air in 1972 general manager Fritz Leigh was the lone full-time employee. At the start KVNO stayed on-air only a few hours a day, gradually expanding the schedule until reaching a 24-hour broadcast day in 1985. For its first 15 years the station called the Storz mansion home before moving to the Engineering Building in 1987.
When Omaha DJ Otis Twelve became the morning drive host in 2006 it was not the first time a media personality joined KVNO. Local TV-radio personalities Frank Bramhall and Dale Munson did so in the 1970s and 1990s, respectively.
It may surprise listeners KVNO once played an eclectic mix of classical, jazz, rock, big band and folk before going all classical in the ’90s. A show it once produced and distributed, Tom May’s “River City Folk,” went national. KVNO is no longer associated with the show. Ironically, the show now airs on KVNO’s local public radio competitor, KIOS.
With a little help from its friends
One thing that’s never changed is the importance of financial support. Corporation for Public Broadcasting funding only covers so much. The rest must come from donors, memberships and sponsors. The station has thousands of loyal fans and some very generous funders, but Buckingham says, “less than 10 percent of those who listen to KVNO on a regular basis actually take the initiative to pony-up and contribute financially. We are obviously not getting the message out effectively.”
Volunteering for pledge drives is another way to help.
He’s actively seeking prospective business sponsors with this pitch. “Underwriting on KVNO is a cost effective way to promote your business and raise your organization’s profile and image. We reach a very desirable demographic-audience.” It’s a more diverse audience than one might expect. “Our listeners are not just scholars, musicians, business leaders, writers, students, intellectuals and teachers. Our devoted listeners are also butchers, bakers and candlestick makers.”
Bottom line, he says KVNO adds to the city’s cultural fabric. It follows then that becoming a sponsor or member helps KVNO improve the quality of life, in turn making Omaha a more attractive place to live. The 2012 membership drive unfolds in March. To join or give, call 402-554-5866 or visit www.kvno.org.
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