Eliminate Student General Manager
Consolidate Internal Programs Director and General Programs Director into General Promotions Director
Eliminate Underwriting Director
Eliminate News/Sports Director
Consolidate Training Director into Program Director
Eliminate Office Manager and Traffic Director, replace with Social Media Manager
Eliminate Web Director
Hire corporate underwriting consultant
Cost: $1,500 per month for 8-12 months
Hire website designer
Cost: $7,000 one-time fee
Establish PR/Marketing contract
KVCU and Radio 1190 are about to undergo a major reorganization in an effort improve operations and the station’s reputation.
A bill, passed unanimously by the CU Student Government’s Legislative Council, cited several problems –including a “serious lack of communication” between station departments, a diluted talent pool due to a high number of radio personalities, a lack of accountability, a poorly managed budget and an attitude among student employees that the job is a hobby rather than a profession.
“From a Legislative Council position, we want KVCU to be more relevant, or to be relevant again,” Legislative Council President and bill author Brian Taylor said. “It started as the cool college radio and we’ve kind of lost that, and that’s a branding issue.”
The bill proposes the consolidation and elimination of several positions at the station (saving around $53,448), an update in station technology, and a stronger focus on creating a more competitive environment for students to advance within the station.
Before the bill was passed, Mikey Goldenberg was hired as the new general manager, and the changes have already started to go into effect under his direction.
“1190 is something that’s pretty ingrained in the Denver and Boulder market,” Goldenberg said. “I feel like it’s my job, at this point, to create a professional and far-reaching radio station that delivers the brand message that Radio 1190 has always delivered, but now with just a little bit more substance to it. Now, everybody can get something from listening to the radio station.”
The most visible part of this effort will be more concerts presented by Radio 1190, more partnerships with local venues and more involvement in local events. Goldenberg said his “No. 1 goal” is not just to improve the station for current listeners, but to make sure everyone in the community at least knows it exists.
The promotional push seems to come at a good time. When asked about Radio 1190’s influence on campus, there was silence among students.
“I didn’t know a campus radio station even existed,” said CU student Elizabeth Peckham.
When she arrived in Boulder from Pennsylvania at the start of her freshman year, she said she researched Colorado radio stations in search of one that would suit her vast taste in dubstep and country.
She suggests that Radio 1190 work with the dorms — like Williams Village North, where she lives — so that the station is played on speakers in communal areas during events.
CU student Brittany Brewer said she’d be inclined to tune in to Radio 1190 if it provided campus news. The student government bill advocates for the radio station to partner with the CU Independent, the campus student newspaper.
For music, she mostly listens to her iPod.
Jiyeah Kim said that she never heard of Radio 1190. Instead, she turns to radio stations like Denver’s KS 107.5 for hip-hop. She said the campus radio station should market itself as an alternative to commercialized and overplayed music.
“It seems everyone here on campus listens to dubstep and electronic music,” she said.
The big change in programming will come with the new partnership with the CU Independent, said Taylor.
The News Underground program on Mondays, Wednesdays, and Fridays currently pulls news from wire services, but with this partnership, the stories will be reported by student journalists who can cover the stories first hand, he said.
Goldenberg is also working with Denver-based web developer Guiceworks to redesign Radio1190.org. The station’s mobile app, which is currently only accessible by iPhone, will be redesigned to work on more platforms and will push news content, he said.
Goldenberg said many of the changes approved in the bill will only be visible within station operations, especially changes in staffing. Part of Radio 1190’s purpose is to educate students who work there, and Goldenberg hopes the reorganization will provide a professional experience as similar to the real world as possible.
Part of that involves digitizing Radio 1190’s analog collection of 30,000 albums. The station has traditionally worked with CDs and vinyl, and while Goldenberg said that’s an important part of the station’s brand, it’s not how most professional stations run. The digitization will also allow the staff to focus on more than music.
“What we’re looking to do is basically digitize a vast amount of [the CDs], which will allow us to keep our eyes on the actual function of the radio station — the programs, the content,” Goldenberg said.
All of the changes have been approved by the department of Journalism and Mass Communication, and everything is already underway. Goldenberg said the community can expect to see the Radio 1190 brand popping up around town very soon.
Camera Staff Writer Brittany Anas contributed to this report.