New radio station hits the airwaves in Capital Region
MALTA, N.Y. » Local company Empire Broadcasting recently announced the launch of WAIX 106.1 FM/1160 AM — The Experience.
The idea behind this new station is that music and people should not be defined, or confined by labels.
“FM Radio started out exactly like that,” a press release from the station said, “independent, intelligent and diverse — a mirror-image of its listeners.”
The Experience came about as a result of an idea that Empire Broadcasting owners, Joe Reilly and Lydia Sheremeta, had last winter with Art Fredette and David Decker, who are now co-program directors and music directors for the new station.
The owners wanted to offer a more local focus, and after months of discussions, it’s going on air.
The station’s concept is a result of extensive research, Decker said. “We explored the concept of developing a truly independent radio station, one that not only played current alternative-based music, but also included deeper cuts by artists almost everyone would be familiar with ... while diving a bit deeper into their catalogs of music, avoiding the repetition of songs that so many radio listeners and music lovers have grown to dislike.”
With The Experience, or “The X,” the Malta-based broadcasting company aims to bring back
independent thinking; providing great music programed for listeners who want more from local radio.
The DJs plan to celebrate the diversity of sound all day long, by playing music that connects with people while crossing time and genres.
The Experience will offer a blend of current releases from today’s artists; favorites, as well as deep album cuts covering a span of the last 60 years, including elements of alternative, acoustic, rock, folk, and many other flavors of sound.
Listeners will also hear artists and songs that have never been played on the radio before – whether it be locally produced, or a great new national band whose sound is percolating just under everyone’s radar. The station wants to present an unprecedented amount of locally and regionally produced music and independent artists, playing these artists every hour, every day. A minimum of one locally or regionally produced song will play per hour — 24 hours a day, seven days a week, in addition to a daily all-local 30-minute show.
The goal at The Experience is to bring incredible joy and overwhelming excitement to listeners by providing them with something no other radio station in the market is doing. “By playing deeper cuts from recognizable artists, we believe we will attract listeners who are music lovers ... audiophiles,” Decker said. “Our listeners will be given the chance to discover, or rediscover songs that they enjoy...but, no other radio stations (especially those that are corporately owned) include in their playlists. We believe that discovering new music is one of life’s simple joys — and knowing we’re going to be able to share that experience with our listeners is very exciting!”
The Experience’s preliminary launch will run from midnight on Thursday, June 1 through 6 a.m. on Monday, June 5.
Then, the station will begin regular programming with Brad in the Morning from 6 a.m. to noon, a half-hour Local Lunch featuring regional music from noon to 12:30 p.m., and afternoon DJ Flounder until 6 p.m. Monday through Friday.
Previously weekend DJs on Empire Broadcasting sister stations, both have extensive backgrounds in the local radio scene and a passion for music, Decker said. “There’s nobody else we’d rather have as the voices to our vision.”
The creators are proud of this new venture, and hope that listeners will enjoy The Experience. “We feel we’ve put everything on the line for this project, and we believe that this will be a chance for listeners to truly experience the radio, the way it was meant to be - diverse, intelligent and fun, without the restrictions on playlists that corporate radio has imposed on listeners for more than 30 years,” Decker said. “We’re removing the limitations on listener’s options. This is a ‘consultant-free radio zone.’”
Specialty shows, concerts, contests and events are all in the works, with more information to be announced.