It looks like Centre Wellington Township will be getting more air time on the Grand 101 FM in return for allowing the station to use the north Fergus water tower as a site for its radio transmitter.
On July 24, Centre Wellington council updated its non-exclusive radio transmitter licence agreement with Centre Wellington Community Radio Inc.
The agreement is for the operation and maintenance of a radio transmitter and related equipment on the roof of the Gartshore Street water tower for the purpose of FM broadcasting in Centre Wellington and the surrounding area.
In his report to council, Centre Wellington’s managing director of infrastructure Colin Baker explained that since late 2011, the Grand FM, operating as Centre Wellington Community Radio Inc. (CWCR), has operated its FM broadcast transmitter and related equipment on the township’s water tower located at 945 Gartshore Street in Fergus.
The initial five-year agreement expired on Oct. 31, 2016.
In the fall of 2015, CWCR installed a new, higher-output transmitter that provides a radio signal to additional and larger markets outside of Centre Wellington.
As a result of the new transmitter, township staff observed a significant increase in hydro costs at the water tower as CWCR’s equipment is not connected to a separate hydro meter.
In order to address the increase in operating costs and update various clauses in the existing agreement, the township began discussions with CWCR last fall.
Township staff prepared an updated agreement for a five-year term, which includes a $700 monthly fee that will be paid to the township through radio advertising.
The township collected $400 per month from CWCR under the existing agreement.
Baker said there was a strong desire by the radio station “to essentially provide us with the equivalent to the fee.”
CAO Andy Goldie said communications coordinator Kendra Martin is working with the station on a program to use the air time in different ways.
He said this type of advertising could provide information on snow plowing, emergency information, public service announcements and council agenda items.
Goldie said the program would be monitored over the next few years to determine its effectiveness.
Councillor Stephen Kitras asked if the move was part of the township’s existing communications policy.
Goldie said the township uses a variety of advertising formats for marketing – from social media to print advertising. He clarified certain regulations must still be followed – such as planning notices must appear in print media.
However, Goldie said different types of programs might be able to utilize different media.
“This now gives us the opportunity to reach more people – but that doesn’t mean this will be the only media we will be using,” he said.
Councillor Mary Lloyd asked if there was “a way for us to add an element of those notices … on the radio as well, for residents who do not pick up a Newspaper.”
Council authorized the new agreement.
