WNYC-FM Will 'Jam' Signal to Non-Members
But Fundraising to be Loud and Clear--New Bach/Buck Format Promises Dollars and Controversy
As of May 3rd listeners to WNYC-FM, New York's premiere outlet for classical music and NPR news will need a special 'black box' to receive programming fare. The station, 93.9 on the FM dial, will supply the converters free to members who donate $40 or more. Non-members without converters will hear a new, all-fundraising channel year round. According to WNYC President and CEO Laura Walker, blocking the signal to non-members became an economic necessity after the station achieved independence from the City of New York. The station has an $8 million operating budget and must raise more than $10 million to complete the purchase of its radio licenses. "We simply can't afford to give our product away for free any longer," said Walker. "But why subject our loyal members to increased levels of fundraising?"
Walker has cancelled all future fund drives on the traditional programming side of the station. The new all-fundraising channel will play brief segments of WNYC programming to entice listeners to join, including fragments of symphonies, portions of newscasts and partial short stories. "Technologically, we've made the listeners an offer they can't refuse," explained WNYC Engineer Joe Curcio, who designed the signal scrambler. Curcio's 'black box' can distinguish WNYC's fundraising and programmming much the way a standard receiver can interpret a stereo signal. "If the President can rent out the Lincoln bedroom, we can leverage our assets," said Betsy Gardella, WNYC's Vice President of Development, who devised the plan.
Source: WNYC Press Release, April 1, 2000 as reprinted by The Daily Veracity.
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