New radio station in Assiniboia to focus on community: owner
Assiniboia is soon to have its very own radio station.
Steve Huber, a longtime broadcaster with experience around Western Canada, was approved by the Canadian Radio-television and Telecommunications Commission (CRTC) to start up 98.1 CHOG-FM to serve the region.
About two years ago, Huber decided to do market research to see if the community, with a population of around 2,400, could sustain the station.
“It certainly was underserved, in my opinion,” said Huber, who put in his CRTC application about one year ago.
But with a population so small, he admits a lot of people are probably curious to know, “Why here?”
The truth is Huber has a longstanding connection. He was married to a woman from the area who died of cancer in the mid-1990s, and his family has roots in the broader district.
“Our family has been in the area for about 114 years. We farm over just by Avonlea, Briercrest area.” he said. (Assiniboia) is still kind of a trading area for us, bringing in farming equipment and cattle, so there has always been a connection to the community,” said Huber.
He is hopeful his connection will grow now that the community “will finally be able to hear an FM radio station.”
“What does that mean for the community? It means local news, throughout the day. It will mean local weather, it will mean community happenings, what events are going on in the area,” he said, noting it will also serve smaller communities such as Rockglen, Bengough, Radville, Ogema, Mossbank, Gravelbourg, Limerick, Kinkaid and Tribune.
“There will be an agriculture component to it as well; it is a country station for obvious reasons. Lots of cowboys and farmers in that area, I think they ’ll appreciate this station,” Huber said, noting that decision was made based on market research and intuition from years of experience in the industry.
“From a sales point of view, this will be an easier sell, I think, than some of the other formats,” he said, pointing out most Canadians still listen to at least one hour of radio each week.
Huber also recognizes the broadcasting industry has not “focused as much about what’s going on in our own backyard” over the years.
“It’s hurt us over the last years, especially,” he said, hoping to correct that by offering hyper-local content.
“We still have a fantastic penetration for people looking simply for what is going on in their own backyard. It does separate us from the other platforms.”
Huber said the station will have a “modest staff ” but that “we will hire local people” to work there.
Given his years of experience on and off air in broadcasting, he will be playing an important role as well.
Huber admits he will probably “be wearing a few hats with this project.”
The station’s name and details of when it will start are still being kept under wraps.
It is a country station for obvious reasons. Lots of cowboys and farmers in that area, I think they’ll appreciate this station.