Rural Programming Initiative
Summary #1, WVUB

Back to Rural Programming Initiative

What did you learn about listening to your station and your Listeners from the first round of research?
The most important information we received from the first survey was Audience Data-how many people listen, where they listen, why they listen, and why they tune away. This may sound like a less than serious answer, but, this is the first audience survey we have seen where we can actually review results in over ten years. With this survey we can see who we are actually reaching.

We did learn that our audience demographics are wider than we had originally intended to program to. We have since accepted this wider demographic and actually include them in our programming decisions.

Based on the research and other information you have, where are your programming strengths and weaknesses?
From the survey information we received, our first and foremost strength is the music we program. More people tuned into and stayed with our station because of the music we play than for any other reason.

On the other hand, more people tuned away from our station because of our news. Some identified news as being too long and some as not enough content, but news was a primary reason why people left us.

What is the process you are using to decide on programming decisions?
A programming committee has been formed that includes the General Manager, Program Director, and various students and faculty in our program. Each committee member has individually and collectively reviewed the research material and is focused on presenting a better station for the next survey.

What programming changes did you make?
Only a few changes have been made to date as we do not feel the results from a single survey will be as meaningful as comparing data from two or more surveys. We have, however, increased the number of newscasts and shortened the length of evening and weekend newscasts. This was done in an effort to continue news coverage but focus more on our strength of music programming. Our Program Director is also paying closer attention to our music list and selecting specific music cuts rather than just increasing the volume of the music library.

What have you learned about these changes so far?
At this point, while changes have been minimal, they have been positive. Listener feedback and in house research have shown our changes of more but shorter newscasts and playing more of the music the audience wants to hear have been accepted as positive by our audience.