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Radio Interview


Bob Malone

APD/Music Director





Bobs' Career Capsule
I started my professional life twenty-something years ago as an advertising
copywriter. I worked my way up the creative management ladder and eventually
went out on my own as a freelance copywriter and advertising/marketing
consultant. Five years ago, God fulfilled a dream I had since childhood - to
work in radio. I got my start with KGVW in Bozeman, Montana doing afternoons
and then mornings. I came to KVMV two years ago.

1. Tell us about your market and how it is unique?

Our market covers all of Deep South Texas including McAllen, Harlingen,
Brownsville and South Padre Island. Because of our close proximity to the
border, we also reach the Mexican city of Reynosa and surrounding areas. Our
market is 85% Hispanic and the area is truly bi-lingual. As a result, we
compete not only with English stations, but Spanish ones as well.

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

I absolutely love my job and I am humbled that God allows me to be a part of
His ministry at KVMV. It amazes me that He chooses to use ordinary people
like me to help accomplish His purposes on earth.  I can think of nothing
more fulfilling than doing God's work in Christian radio.

3. How has God used you in your role at KVMV?

It's interesting. There are times when God has given me glimpses of what He'
s doing through me to build and strengthen His church. Listeners have told
me stories about how God has answered prayer through something I've done,
spoken to their hearts through me or helped them get through a rough day.
Generally, I get these glimpses just when I need some encouragement or a
powerful reminder of how God uses Christian radio to change lives. The
exciting part for me is thinking about all the things that God has done
through the ministry at KVMV that none of us will ever know about this side
of glory. I'm looking forward to seeing what those things are.

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

Lyrical content is the first consideration. I look for messages that are
Biblically accurate, have some depth and are encouraging. If the lyrics are
too fluffy or abstract, the song goes to the bottom of the pile. Musically,
I have a soft spot for a great hook. If it sticks in my aging gray matter
after listening to it just once, that's a good sign. I also appreciate good
harmonies, diverse instrumentation and top-notch production.

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

While they are not textbook promotions, the events that work best for us are
the ones where we bring the community together to serve others. We recently
partnered with Buckner Children and Family Services to collect clothing for
needy kids in the Rio Grande Valley. We also rallied our listeners to donate
well over a year's supply of personal hygiene items, cleaning supplies, etc.
for a large orphanage in Reynosa, Mexico. We've also had tremendous success
collecting baby items for local Pregnancy Testing Centers.

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

There is a significant difference in the level of service provided to
non-reporting and reporting stations. My experience has shown that the
smaller labels do a pretty good job of taking care of both. But
non-reporting stations can get lost in the shuffle at larger labels. I
believe that if all labels sought to provide the highest level of service to
all stations, regardless of their reporting status, their own interests
would be better served. Stations, listeners and the Kingdom of God as a
whole would also benefit.

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

Christian radio faces pressures from every direction - financial, a society
that's becoming more hostile to our message, increased competition, etc. But
I believe the real battle rages in the heart of every Christian radio
employee. We must keep our guard up and not be seduced or tainted by the
things of this world. The moment we allow the spirit of the age to take root
in our hearts and minds, we start to lose the battle.

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

Air personalities should strive to be a trusted friend to the listeners. A
friend who encourages them, carries their burdens by praying with/for them,
gives them information they need, relates to them, cares for them and
brightens their day with a good chuckle. Above all, personalities must
consistently point to Christ in every aspect of their show - whether it's a
phoner about some off-the-wall topic, connecting listeners to music, sharing
personal experiences or playing games.

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

There are many innovators, but I think one that rises to the top is KTIS in
Minneapolis. I have enjoyed watching their metamorphosis over the past
decade. By reinventing themselves and changing with the times, they have
become one of the driving forces in Christian radio today.

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

God willing, Jesus will come back by then. But if not, I pray that Christian
radio will rise to the challenges, overcome the obstacles and continue to
grow and reach people for Christ. And above all, I pray that wherever the
industry happens to be, it's in the center of God's will. Because in the
end, that's the only thing that really matters.


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