New association features best of Aboriginal radio

A fledging organization that promises to combine the best programming of western Canada’s Aboriginal broadcast stations has an exciting vision. Barry Walls, general manager for station CFNR in British Columbia, which plays classic rock to 30,000 people in Terrace, Kitimat and Prince Rupert areas, said that the four western provinces have a wealth of Aboriginal programming.
“But we’re hoping to take it one step further and share directly with other stations some of our programs.” The shared programming will enhance the local shows and allow listeners to hear more about news and issues affecting the Aboriginal community as a whole, as well as enjoying each other’s musical offerings.
“The idea has been circulating for a few years, but we really are serious now. We held a meeting in April to start the wheels turning to make it a reality,” he said. “Saskatchewan was represented by Deb Charles from Missinipi Broadcasting Corporation (MBC), Manitoba’s Dave McLeod from Native Communications Inc. (NCI) attended, as did Bert Crowfoot from the Aboriginal Multi-Media Society of Alberta. We spent a very productive day together, discovering a lot of similarities but a lot of unique different programming as well that would be of interest to each other’s audiences.” But the combined result will be more than entertainment and information, he continued. “We also hope to generate opportunities for co-operation, sharing our best practices and working toward common goals.”
A second meeting saw the general managers meeting again, but this time joined by the sales managers and other marketing representatives because the advertising potential is huge with this new format, he added.
Basically, the goal is to put Aboriginal radio on the map.
“It’s not taken as seriously as it should be. It’s not considered an equal to the mainstream broadcasters,” he said. “Here in British Columbia we’re considered the little Indian radio station across the Skeena River, but in reality we’re much more than that.” As the premiere classic rock station in the area, CFNR reaches a population that is about 50 per cent Aboriginal, as well as many non-Aboriginal rock fans.
“We are also the voice of the Vancouver Canucks and BC Lions for the area. And the other stations are prominent in their provinces and growing as well.”
The increased listener base would ensure the stations would receive more recognition and credibility, continued Walls. “We’re not included in ratings because we find the cost of belonging to the broadcast measurement organizations prohibitive. But we don’t need any organization to tell us we’re number one in our area,” he said.
The access to Aboriginal radio stations has increased exponentially with the advancement of technology. Not too long ago, listeners had to live in the immediate vicinity of a station to pick it up on their radios, but nowadays anyone with a computer can hear the four Aboriginal stations, which are participating in this project.
Some of the shared programming ideas about which the participants are especially excited are those that are broadcast in Aboriginal languages. “For example, in Saskatchewan there is programming in Cree which people in other provinces would no doubt tune into as well,” explained Wells.
“And here in Terrace we have a First Nations news program in the evening called Tribal Tracks, which would be of interest to everyone.” NCI’s National Aboriginal Top 30 Countdown is another program of interest to a wider audience and it promotes Aboriginal entertainers as an additional benefit. Other ideas discussed include a call-in show on current events and a request line show.
The next step for WAAB is an information session in Vancouver in August or September with Canadian Broadcast Sales, which will help the association to unite national advertisers with the radio stations.
“Then another meeting is scheduled for Winnipeg in November, so we’re moving ahead. Expect to hear more about this worthwhile and exciting initiative in the near future. It’s on its way to becoming a reality.”