Columbus, OH Radio: CD102.5 Shoots for Reality TV Show

Randy Malloy, owner-operator of WWCD 102.5 FM in the Columbus market,  and a local video producer hope the goings-on at the local alternative-rock radio station will make good television. The locally owned radio station has shot more than 100 hours of tape in hopes of selling to a network a series that they’ve dubbed Life On Air.

The idea has been brewing for years, according todispatch.com. It started when Survivor premiered in 2000. Malloy applied at least twice to be a contestant, but was turned down.

But a few years later, as reality shows became an entrenched part of the TV business, Malloy realized that he might better serve his station by making the entire operation the focus of a new program.

The appeal of doing a reality show at alternative CD102.5 seemed obvious.

“People always say, ‘You have the coolest job ever,’ ” he said. “Sure, but it’s a ton of work. It’s not all happy hours and cocktail receptions. There are moments of drama — more so because we’r e dealing with rock stars, egos, clients, listeners. There are a couple of extra layers that we do that other businesses don’t have.”

While a reality show would be good for staff morale, it would also be good for business. As a small, independent operation, WWCD survives on what’s known in the industry as “non-traditional revenue,” said Fred Jacobs of Jacobs Media, a radio-consulting firm based in Michigan.

“They make money based on either events or other revenue areas that have nothing to do with commercials,” Jacobs said. “There’s a limit to how many commercial spots you can play in an hour. ... It could be merchandise sales, ticket sales, sponsorship sales, anything that can generate revenue.”

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