WMFE BUYS A SECOND STATION: NOW THEY NEED TO CHOOSE A FORMAT

On Tuesday (9/26) WMFE in Orlando announced they had purchased WKSG 89.5 FM, licensed to Cedar Creek, Florida. The price was $900,000. WKSG is/was an independent public radio station with a jazz, big band swing format that calls itself The Boulevard. 

There is already speculation about what type of programming will be on 89.5.  I attended the Super Regional this week. There, I had the chance to talk with WMFE’s General Manager LaFontaine Oliver about WMFE’s plans. He told me they truly are undecided.

Classical is the obvious first choice because WMFE has had a longtime relationship with Orlando’s Classical music community.  For many years WMFE had a dual NPR News/Talk and Classical.  As the years gone by, the station evolved into full-time News/Talk, much to the chagrin of Classical fans.

89.5's projected coverage area

There is one downside to owning 89.5 FM. It’s signal reaches only parts of the geographically large Orlando metro.  The projected coverage area for 89.5 is on the right. Oliver says WMFE has just begun looking at options to deliver a more robust signal. On the other hand, 89.5 can be heard by many in the city and northern suburbs.

Oliver seemed to indicate that using 89.5 as a repeater to extend WMFE’s coverage to the north is a viable option.  He told the Orlando Sentinel [link]:

LaFontaine Oliver

 “The new station allows us to expand the footprint of our public service journalism. Forming this network will also make us stronger and more sustainable, as we are able to spread our existing costs over two systems.”

The Sentinel report theorized:

Public radio station 90.7 WMFE is going to reach more listeners by purchasing WKSG-FM 89.5 and forming a network. The chief beneficiaries include The Villages as well as more of Lake, Volusia, Marion and Sumter counties.

Jazz is certainly not an option because Orlando’s WUCF has a long history in the format. When I asked him, Oliver didn’t seem warm to Triple A. Oliver told me going with Classical on 89.5 is on the list:

“We need to ascertain the interest and support of the Classical music community before proceeding further.”

The deal is pending FCC for approval.  WFME will likely take over 89.5 early in 2018.

WMFE is taking format suggestions by email.  Listeners (or even you) can offer your advice to Oliver by sending an email to: wmfe@wmfe.org.

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