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KPVU-91.3 FM Awarded $500,000 CPB Grant (665 hits)


Prairie View A&M University’s radio station KPVU – 91.3 FM will introduce programming focused on R&B music and hip-hop over the next year with help from the Corporation for Public Broadcasters (CPB). The programming change is a step to develop an “Urban Alternative” format for public radio.

Serving the Houston market from Prairie View, Texas, KPVU will use the $500,000 grant from the CPB to add staff, conduct market research and refine local variations on the format with guidance from the consulting firm Paragon Media Strategies. “What is central to the opportunity is the pursuit of attracting and engaging a younger audience, “millennials” (Generation X and Y), as well as the opportunity to attract a more diverse audience,” stated General Manager of KPVU 91.3 FM John Hughes.

KPVU will for the first time have the capacity to engage the enterprises of market research, marketing, promotions, and advertising. The grant also opens the station to the opportunity to conduct community engagement and special event activities in the Prairie View and Greater Houston communities.

Founded on Thanksgiving Day in 1981, KPVU is in its 39th year of broadcasting. KPVU is a non-commercial, listener-supported, public radio station licensed to the university. A mixture of mainstream and contemporary jazz has dominated the KPVU-FM format. “We envision the Urban Alternative music format as an opportunity to create a new music vocabulary; a vocabulary that helps KPVU become a viable ‘community connector,’” expressed Hughes.

Author: Maurice Perkins

Posted By: Elly Moss
Monday, September 24th 2018 at 7:10PM
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