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Radio Interview

                                     

Scott Valentine

Program Director

KCMS

Seattle

 

 

Scott's Career Capsule
Not a stranger to good ratings! 
2001  to present KCMS Seattle, Mornings with "Scott & Sam" and PD.  KCMS #3, 25-54 Women.
1996 to 2001, KXLY-FM, Spokane, WA.  Soft AC.  "Scott & Sam" Mornigns and PD.  KXLY #1, 25-54 Women.
1991 to 1996, KEYF-FM, Spokane, WA.  Oldies.  "Scott & Sam"  Mornings and PD.  KEYF #3, 25-54 Adults
 
 
 
1. Tell us about your market and how it is unique?

Seattle (with Portland) is regularly called "Least Churched City" in America.  A Couple of years ago we did some research with Alan Mason of Audience Development Group, and we discovered that about 65% of Seattle's population had some kind of Christian background.  That was our first real glimpse into the whether we'd be able to build some respectable ratings.  Since then we've doubled the cume and have become one of the top stations in Seattle among Adults in all formats..

 

2. What is the most fulfilling aspect to you personally about Christian radio?

The format is about "loving God and loving people."  With any other format you play music, give away a prize, and make a few people happy.  With Christian radio you're providing a type of accountability ... the kind early Christians gave each other.  We are accountable to share the Good News and encourage one another with the promise in Jesus for whom we live.  I like that Christian radio can model authentic, joyful accountability and uplift people through encouragement in word and music.

 

3. Here is your chance to testify on behalf of your station...How has God used Spirit 105.3?

I recently asked that question of our Listener Advisory Board, and quickly received about 600 responses.  The Lord has used Spirit 1053  to show Christians who listen that they are not alone.  Spirit 1053 is also non-profit, all proceeds from spot revenue go towards Crista Ministries to reach even more people for Jesus, Christ.

 

4. What is the criteria that determines if a song receives airplay on your station?

The song can't sound like something else that is already in "currents."   Mostly we leave it to a small group of people in what I call the "Hallway Advisory Board," we pass the music around, score it and then Tom Pettijohn (MD) and I figure out what the "inside" favorites are.  This methodology projects us past many of our own biases.

 

5. What kind of promotions work best for your station?

I would have to say, the promotions that put the listener first, from their point of view.  Everything we do has to answer a question that listeners should be asking:  "Why should I care?"  If we can answer the question in a way that we think will satisfy the listener, we have a winner! 

 

6. How do you think Christian Record labels can better serve Christian radio?

I believe Christian labels are doing a remarkable job in providing diverse product.  I only wish that we could play more currents without sacrificing ratings.  The labels are doing a stellar job.

 

7. In your opinion what are the biggest obstacles facing Christian radio today?

Lack of relevance because of an attitude of "I'll preach and play the music they need to hear."  It's the same attitude that you'll find in many Churches.  Too often we resemble the Apostles at the Last Supper who still didn't "get" that we are to serve.  "He who is last will be first" stuff.  All we can really do is wash listener's feet with our music and words and tell them the benefits.  Pretty easy because the listeners themselves have already told us the benefits!

 

8. What do you believe is the primary role of the Christian radio air personality today?

To encourage and uplift the people listening in as real of a way as possible reflecting their (the listener's) life, so that they'll know they are not alone.  People want to be with those they are like.  You want ratings?  Then become the listener.  We are essentially Missionaries.  We need to go to the listener's culture and be like them.

 

9. What (if any) other Christian radio stations do you consider as innovators today?

KXOJ is pretty amazing don' cha know!  Way to go Bob.  Look at Chuck Finney's work at KLTY, Kevin Avery at the Fish, Atlanta, KSBJ, Houston.  Ok, there are others, but I'm dizzy with those I've already mentioned.

 

10. Where do you see Christian radio in 5 years?

Bigger than ever because secular "Wall Street Radio" is not fun for anyone working for it.  If Christian Broadcasters remember who our boss really is, don't be afraid to say His name on the air, and if more of us start "winning in the hallway," there will be no stopping us!   
 

        

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