KUNM SFRB Coversheet - Student Fee Review Board

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KUNM-FM 89.9 & KUNM.org
Executive Summary: Funding Request for FY 2015 – 2016
Service to UNM Students: KUNM serves students by providing a free 24-hour stream of
news, information, music and cultural programming available on the radio, online, and on
your smart phone. KUNM's programming connects the campus and community,
reaching more than half of New Mexico's population.
KUNM is a self-funded department of UNM. For the past 20 years, student fees have
supported student training and employment in our studios. KUNM does not receive
academeic funding (I&G) and does not have any direct cash funding from UNM or the
State of New Mexico. KUNM raises more than $1.8 million a year from individuals,
sponsors and grants.
Student support to KUNM through student fees gives the radio station the capacity to
employ and directly engage students in making the diverse news and music programs we
broadcast – now reaching an audience of 108,100 people a week!(Nielsen; Spring 2014).
Students at KUNM wor in a leading-edge digital content shop which now includes online
and social publications and video production. Students have direct input to our decision
making processes because three of the fourteen seats on our Radio Board are reserved for
student representatives.
Innovations Continue: This year, KUNM is collaborating with UNM's Communication
and Journalism News Port project. Journalism students are directly connected to our
public radio news room. KUNM's other new project is a showcase of student and
community DJs on the newly launched online platform Radio Free America. Radio Free
America will showcase campus radio stations from all across the country. KUNM is
honored to be the first and lead station on Radio Free America. KUNM has recently
started to produce online videos of local bands from their performances in our studios.!
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Our!Request:!!This!year,!KUNM!is!requesting!less!money!than!in!the!past.!!Last!year,!
SFRB!awarded!KUNM!$68,970.!!This!year,!KUNM!has!created!efficiencies!to!reduce!
our!request!to!$62,222.!!This!represents!a!good!value!to!students!listening!to!
KUNM's!free!24Nhour!a!day!broadcasts.!
Thank you for reviewing our full request and budget information. For more information,
please contact KUNM General Manager Richard Towne at richardtowne@kunm.org.
KUNM-FM 89.9 & KUNM.org
Funding Request for FY 2015 – 2016
1. Describe the history and mission of your unit, and how its services support the mission of
the University.
History: KUNM was started by ASUNM and began broadcasting in 1966. The Regents
applied for an FCC license on behalf of the Student Council in 1965. The FCC granted the
license and KUNM was on-the-air in 1966. KUNM was operated by ASUNM and paid for by
student fees. In 1976, KUNM moved its studios from the SUB to Oñate Hall. We moved our
transmitter to Sandia Crest. In 1980, ASUNM guaranteed KUNM 12 percent of all student fees.
ASUNM lost control of KUNM in 1981 and the administration gained control of the
station. The administration handled the budget and the hiring of the station manager. The
University Radio Committee handled programming and policy issues.
In 1987, KUNM management was accused by volunteers of trying to change the format
of KUNM. Management denied any plans for change. Then, two weeks after a fund-raiser,
station management announced plans to do away with freeform music programs. The volunteers
pleaded their case on the airwaves despite a management directive forbidding DJ’s from
mentioning the issue on the air.
A suit was filed against KUNM claiming the station used fraudulent fundraising tactics.
The General Manager shut the station down. Eventually, all of this was resolved. UNM’s
President appointed a Radio Advisory Board and delegated control of the station to the EVP for
Academic Affairs (Provost). A consultative decision-making process was installed that still
exists today.
Since 1988, radio professionals have worked directly with students and volunteers to
ensure KUNM produces the highest quality radio. Student fees continue to be essential to the
station’s operations. Student representation on the Radio Board includes three of the 14 board
members. The Radio Board has direct input to ALL major programming and policy changes.
ASUNM has two voting representatives; GPSA has one.
In March 2008, KUNM made major advances to increase our coverage area. The
communities of Socorro, Taos, and Las Vegas saw significant power increases. A new station
KUNM Radio – SFRB Funding Request for 2015 – 16
September 5, 2014; page 2 of 8
was added in Española to provide first-ever public radio service to Rio Arriba County. KUNM
received the Governor’s Award for Youth Public Service in 2009. At present, KUNM enjoys a
growing reputation as a center for on-air and online broadcast training and excellence.
Mission: KUNM is licensed by the FCC to the Regents. Regents' Policy on KUNM includes
the following mission objectives, "Serve the people in KUNM's listening area by providing a
variety of high quality programming that serves diverse interests, particularly programming that
might not be available on commercial radio stations. Comprise an integral component of the
University's academic mission. Maintain a high standard of quality in content, presentation and
technical competence."
UNM has three major prongs in its mission; academics, research, and public service.
Here is why KUNM is a vital part of UNM's public service mission.
Our broadcasts are produced by students, community volunteers and a professional staff
of public radio specialists. We reach nearly 1.2 million people in central and northern New
Mexico, including all branch campuses except Gallup. Right now, 108,000 people are listening
to KUNM each week (source: Nielsen diary research, Spring 2014).
Average listening per person is about five hours-per-week. This will result in 28 million
hours of KUNM radio listening by people throughout central and northern New Mexico this
year. KUNM is available globally at www.kunm.org including live stream, mobile access,
podcasts, and archived radio shows.
KUNM broadcasts 24/7/365, offering a diverse mix of national and locally produced
programs covering a wide array of news, music, public affairs, and cultural programs. The
station is operated and programmed by students and community volunteers. The professional
staff serves to empower, train and guide students and volunteers in our efforts to serve the
community.
KUNM is a financially self-sufficient unit of UNM. UNM provides space and services
for our studios in Oñate Hall. UNM does not provide operating funds or funds from I&G
(academic or administrative) budgets. KUNM’s operating revenues come from student fees,
listener contributions, grants, program sponsorship by local businesses, foundation grants and
annual support from the Corporation for Public Broadcasting.
a. What services does your unit specialize in that are not offered in a similar
form elsewhere within the University?
KUNM is UNM's only radio station. While we do collaborate with other campus media
departments (C&J, KNME-TV, UCAM, and the Daily Lobo), we are the only radio station at
UNM. Our broadcasts reach slightly more than half of New Mexico's population.
b. How does your unit serve the University’s commitment to diversity?
KUNM is a broadcast beacon of diversity. Our student and community volunteers come
KUNM Radio – SFRB Funding Request for 2015 – 16
September 5, 2014; page 3 of 8
from all walks of life to produce a weekly schedule of programming of, by, and for the many
ethnic communities we serve. We broadcast 50 different programs a week, including programs
for the LGBTQ community, Women's community, and Spoken Word artists. KUNM offers
programs produced by children and by teens, ensuring they have access to our public airwaves.
Diversity is a regular topic in our broadcasts. KUNM not only models diversity for the
community, we keep the community up to date on the latest information on best (and worst)
practices related to diversity.
2. Briefly describe each program/project in your unit that is funded specifically by student fees.
What are the outcomes, so far, of each program/project?
KUNM uses SFRB funds to train students, including student employees, to create
effective journalism and public media content. Funds are also used for training students in studio
engineering, fundraising, business operations, IT, and social media support to public media
journalism. Our training gives students direct access to our on-air and online audiences, working
in a professional public radio station.
The SFRB-supported training program has been a successful program at KUNM for more
than 20 years. Given that KUNM does not receive I&G funding for instruction, our engagement
with so many students would be greatly reduced. If student-generated radio content is reduced, it
seems likely that student listenership would also be reduced.
KUNM greatly benefits from having students working at the radio station, especially in
light of the rapid changes in how people access and consume media content. Students help
KUNM producers understand how to best engage other students through new technology and
social media.
3. Describe any increase in SFRB funding you are requesting, and provide justification detailing
how raising student fees will improve your unit’s impact on the student population.
a. Please complete Budget Form B for funding increases.
KUNM is not requesting an increase in SFRB funding. KUNM is requesting a small
decrease in SFRB funding. Budget Form B is not included in KUNM’s request.
4. Describe student participation in your unit, and any plans to improve it, addressing each of the
following bullet points.
KUNM operates in a state of constant product improvement, especially on the digital side
of our unit with the goal of maintaining free access to our programs on all digital and mobile
platforms.
a. How are students involved in the governance/decision-making of your unit?
KUNM Radio – SFRB Funding Request for 2015 – 16
September 5, 2014; page 4 of 8
Students are fully integrated into KUNM’s work force. Students are full-fledged
members of KUNM’s staff. It does not matter if you are a paid professional, a student, or a
community volunteer. Everyone working at KUNM is considered “staff” and is treated
accordingly. Students at KUNM work in a professional radio and digital media environment.
Students are involved at every level in KUNM’s decision-making processes. ASUNM
has two voting seats on KUNM’s 14-member Radio Board. GPSA has one voting seat on the
Radio Board. Program changes at KUNM are made through a consensus process. Students can
participate in the development of program changes and can vote on proposed changes.
Students are consulted on policy and operational decisions. Students also participate in
decisions about what type of materials, services and equipment to purchase. Students are
informed of KUNM news and initiatives via on-air announcements, social media, internal email
lists, and monthly public meetings held at the station.
b. How many students do you employ (graduate assistants, interns, etc.)?
KUNM uses SFRB funds to employ 12-15 students, including graduate students. An
additional 5-10 students serve as volunteer broadcasters or producers. KUNM gives priority to
students seeking experience at KUNM.
Students work in each of KUNM’s nine departments (Music, News, Production,
Programming, IT, Engineering, Operations, Development, and Administration). Students can
work for academic credit on an independent project basis. Students can apply for paid workstudy positions. Students who host music programs choose all of their own material for
broadcast and are mentored by staff to be as creative as possible.
5. Describe specific improvements your unit has made in the last fiscal year to the
visibility/accessibility of its services, and any plans to further improve visibility/accessibility.
KUNM works to increase student participation by focusing on radio shows that attract
and serve a younger audience. We are improving access by creating apps, widgets, the new
KUNM Studio Sessions video channel, and archived online radio shows. Students can access
KUNM content at their convenience on phones, laptops and the radio.
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Improved internet audio stream and smart phone apps. We have vastly improved our
internet audio so students can easily listen online. Online listening is growing constantly. In
August 2014, people spent 82,405 hours listening to our live stream. This represents a 21%
annual growth rate from the 67,580 hours of listening reported for August 2013 (metrics by
Limelight Controls, August 2014 and 2013).
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KUNM's popular music shows are now available online for two weeks. Nielsen
Research tells us that our youngest listeners are highly interested in our 7 p.m. and 10 p.m. music
shows -- featuring indie rock, alt-country, reggae, metal, hip-hop and world beat sounds. These
KUNM Radio – SFRB Funding Request for 2015 – 16
September 5, 2014; page 5 of 8
programs are now available in KUNM's Music Archive so students can listen online whenever
they like.
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KUNM has created free smart phone apps so students can listen to KUNM live on their
phone. Listening is free. In a similar vein, KUNM is increasingly active with social media.
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KUNM on Radio Free America: Radio Free America is a global platform showcasing
college and community radio DJs. KUNM has been the lead radio station since Radio Free
America’s inception and has provided leadership in the alpha testing of the service. KUNM
continues to be the lead station on Radio Free America, KUNM on Radio Free America which
went live in August 2014. This gives our student programmers a leadership opportunity in
building a premiere social media setting on a global platform.
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KUNM is a full partner in UNM's new innovative journalism hub known as "News
Port". News Port is a Communications and Journalism laboratory where students can "learn
journalism by doing journalism". UNM's News Port won a Challenge Fund for Innovation in
Journalism Education award this summer from the Online News Association. Funding from the
award is being used to build staff to launch News Port.
Students will be directly engaged with C&J Faculty, KUNM, KNME, and the Daily Lobo
in producing news stories and expanding audience engagement through effective use of social
media tools. Over the summer of 2013, KUNM staff installed a brand new digital audio radio
studio in C&J building for in-house development of content and the potential for an internet
radio station based in C&J. KUNM staff teach the ongoing audio production course for C&J.
6. How does your unit collaborate with other campus units and off-campus entities?
KUNM is constantly engaged in content collaborations all across campus and across the
many communities we serve in central and northern New Mexico. We prioritize for UNM
content and feature the content in our news, public affairs, and music programs. KUNM
provides free advertising to many of the student centers on campus to inform current and
prospective students about being a student at UNM. With 108,000 people tuned into KUNM
each week, we are a vital information source for what is happening at UNM. KUNM
collaborates with KNME-TV on a regular basis.
KUNM promotes hundreds of events on campus and in the community. We feature
professors and students in our news reports, public affairs specials and in our music programs.
KUNM is a multi-generational radio station with programming produced by children, high
school students, college students and community volunteers from all walks of life. KUNM
operates in a constant state of collaboration.
7. What methods have been used in evaluating your unit’s impact on the student population (e.g.
surveys, focus groups, interviews), and how effective have those methods been?
KUNM is in the final planning stage of conducting a campus-wide survey of listenership
KUNM Radio – SFRB Funding Request for 2015 – 16
September 5, 2014; page 6 of 8
by the student population. We are following up on the recommendations made by SFRB for the
current fiscal year. The survey will be conducted in collaboration with the Division of Student
Affairs. Results from the survey will be forwarded to SFRB leadership as soon as they are
available.
Twice a year, KUNM buys listener data from Nielsen Research for the Albuquerque
market. People in our listening area keep diaries of their radio and online listening activities.
This information is collected by Nielsen and reported back to KUNM as audience data. In spring
2014, Nielsen reported 108,100 people listening to KUNM each week.
A four-year trend analysis of the demographic age group including most students shows:
17.8 % of KUNM listeners are in the 18-34 year-old student age group. On average, each
KUNM listener spends five hours per week (or 260 hours per year) listening to the station,
according to Nielsen.
Listeners
per week
Listeners
age 18-34
Listeners 18-34
as % of all listeners
Spring 14
108,100
19,200
17.8%
Spring 13
89,900
12,400
13.8%
Spring 12
100,900
20,900
20.7%
Spring 11
116,400
24,500
21.0%
4-Year Average
103,825
19,250
18.3%
8. What are your unit’s current non-SFRB sources of funding (e.g. Instructional & General, state or
federal grants, self-generated revenue), and if applicable, what additional funding sources are
you seeking this fiscal year?
KUNM self-generates about $1,850,00 in non-SFRB funding each year to support staff
salaries and expenses related to our broadcast and online mission. While UNM makes a
generous donation of facilities and services, KUNM generates all of its operating cash revenues.
Details of revenue sources and amounts are available in SFRB Budget Form C.
KUNM newest revenue source comes from a $20,000 painting by an internationally
recognized artist. We are engaged in a new source of revenue generation through a raffle of the
painting. The artist, Palo Uber Klein, has offered to donate one painting a year if KUNM is
successful in the raffle.
a. What increases or decreases from non-SFRB funding sources do you
anticipate compared to your budget last year?
KUNM Radio – SFRB Funding Request for 2015 – 16
September 5, 2014; page 7 of 8
KUNM does not anticipate any significant increases or decreases from non-SFRB
funding sources in this or next fiscal year.
b. Please complete Budget Form C for non-SFRB income.
KUNM has attached Budget Form C to this application. The projected revenue shows
KUNM producing about $1,876,775 in non-SFRB self-generated income. Our projected revenue
remains similar to our historical revenue sources.
9. What are your unit’s current plans to address the recommendations of last year’s SFRB? We
understand that these plans are subject to change in response to any unexpected developments
later in the fiscal year.
In the spring of 2014, SFRB awarded funding to KUNM for FY15 with the following
recommendations:
• Conduct a student survey of what students are listening to
• Conduct a demographic survey for UNM listeners
• Improve outreach to the student population due to a reduction in listeners ages 18-34
KUNM is preparing to survey students and the general campus population regarding
listener preferences including; programming, devices used for listening, and demographics. The
survey will be conducted by the Division of Student Affairs. Results will be provided to SFRB
leadership as soon as the results are available.
KUNM is the leading station to deploy a new mobile listening platform called Radio Free
America to use a new platform for young listeners to access our music programs. We are now
promoting access to Radio Free America on campus through social media, student advocates,
and marketing collaborations with UCAM and the Daily Lobo.
10. Provide any other information or a narrative that will assist the SFRB in making its decision to
fund your unit.
Of the 1.1 million New Mexicans who can receive our signal, 108,100 people tune in
weekly (source: Arbitron Spring 2014). That’s pretty incredible, really! In a year, people will
spend more than 30 million hours listening to KUNM. With gold-standard journalism, civil
discourse, diverse music and cultural programs, KUNM contributes a real opportunity for lifelong learning for citizens across the campus and across the state.
We are requesting a smaller amount this year than we received last year - $62,222 (our
current year allocation is $68,970). We honestly appreciate the value of the hard-earned student
dollar. We promise to give students a great return on their investment in KUNM.
KUNM is proud of what we have accomplished in the 48 years that we have been
working with student government at UNM. We thank you for your investment of time to read
the applications, consider the needs of UNM students and reaching conclusions. We respect
KUNM Radio – SFRB Funding Request for 2015 – 16
September 5, 2014; page 8 of 8
your commitment to serve students at UNM.
KUNM has a real responsibility to serve as a significant outreach Ambassador to the
communities on behalf of the University community. If you would like to tour our studios or just
want to stop by to chat, please contact me directly 277-8009 and RichardTowne@kunm.org.
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