Rural Programming Initiative
Summary #1, KBUT

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What did you learn about listening to your station and your Listeners from the first round of research?
The good news is that we learned KBUT has more core listeners, more regular listeners and listeners who spend more time with KBUT than most other public radio stations. The bad news is that 38% of our listeners say they listen because KBUT is the only station they can get. KBUT does not have much competition from other stations. In addition, most people in our area do not have access to broadband and high-speed connections to take advantage of Internet radio, and satellite radio is just emerging in this market. We also learned that listeners seem to rely on KBUT more as a companion than an informant. Most people indicate that they listen more for the music than the news.

Based on the research and other information you have, what are your programming strengths and weaknesses?
Our programming strengths are our diverse music offerings, and for those listeners who tune in for the news, our strength is that we are the only local source for NPR and BBC news. Our volunteer DJ's are also an asset because in this small community listeners respond favorably to having a live person on the air. The unique personalities of the DJ's give KBUT a homey, personal sound. People often complement us on not sounding too slick.

Our programming weakness may be that our eclectic, patchwork programming makes it difficult for listeners to know when their favorite genres of music are played. We have probably fallen into the trap of trying to be all things to all people. Also, the dual aspect of not sounding slick is that some of the DJ's degenerate into sounding unprofessional on the air. We suffer sometimes from too much DJ chatter, inside jokes, incorrect board levels and mumbling or stumbling.

What is the process you are using to decide on programming changes?
Because our first numbers look good and only one survey has been completed, we are taking a cautious approach to making changes at this time. Our approach to program change will be more along the lines of evolution than revolution. We will be debating program changes by using the audience research to inform programming discussions between management and the Board of Directors, the Community Advisory Board and the DJ Committee. The ultimate programming decisions will be approved by the Program Director.

What program changes have you made?
At this time, we are moving towards keeping our musical diversity, but stripping the Monday through Friday dayparts so we have more horizontal continuity in the program schedule. To start with, we are not asking or telling DJ's to move around, but when a slot becomes available, we are more particular about filling the slot with a host whose show will complement the show before and after it, and the show on at the same time the next day.

What have you learned about these changes so far?
We've learned that it is much easier to fill a program slot with the first willing, warm body than to try to organize our patchwork program quilt into cohesive strips.