The Infinite Dial

Title: WLVQ Program Director/On Air Mid-days, Wilks Broadcasting, Columbus, OH

Who is Chris? "My love of entertainment started as a toddler when I built my own radio and TV studio out of boxes and put on shows for family and friends. My love of music resulted in an early career as a successful jazz musician and composer. Radio became a career interest for me when our teacher assigned us a radio unit in high school speech class. I put together my project with a small mixer, tapes, and a microphone my father gave me. I voiced a couple of my first commercials along with being the host of my own "mock" radio program. My first part-time job came at age 16 when I was hired at KSEZ and KMNS in Sioux City, Iowa. In 1998, my first full-time job came as Imaging Director/On Air 7-Mid for KSEZ. I was promoted to Morning Host in 1999 and within a short time was Arbitron rated #1 Persons 18-34, 18-49, and 25-54 for three straight years. After also taking on the PD position in 2002, the station grew to an overall Arbitron rating of #1 Persons 12+, 18-34, 18-49, and 25-54 (Mon-Sun, 6a-Mid). In 2004, I added PD of KMNS to my duties. In 2005, I moved to Columbus, OH for the position of Imaging and Creative Services Director/On Air 7-Mid for WLVQ. Within one year I achieved a #1 rating 7-Mid Persons 25-54. Then after a buyout, I was promoted to PD/On Air Mid-Days. Since my start of programming WLVQ, the station (Mon-Sun, 6a-Mid) has excelled from #6 to #2 in our target demo of Persons 25-54 (Fall '07 Arbitron). We have enjoyed a #1 rating Men 25-54 for one solid year. Everyday I go to work with the goal of making a positive difference interacting with listeners, co-workers, and advertisers. I appreciate the opportunity you are giving young broadcasters to share our stories. I owe a tremendous debt of gratitude to my family, friends, co-workers and mentors."

What would your dream job be? "To have my own syndicated radio or television talk/entertainment show. As a child, I used to beg my parents to let me stay up late to watch Johnny Carson. I love the spirit of late night TV and hosts like David Letterman and Craig Ferguson. I could also see myself branching into radio consulting or expanding my self-owned imaging/commercial production company (CT Audio Productions)."

Who has been your greatest influence? "When I was a child, someone jokingly warned my parents that they better find a way to positively channel my energy for entertainment. My parents supported all of my interests and encouraged my creativity. My wife is very supportive and understanding of my unpredictable hours. I am also very grateful to Rich Zaber who first hired me, Matt Weesner who taught me a lot, and Jeff Sanders from whom I continue to learn."

What is the one format that you can't believe nobody has done? "In a day when you can immediately buy a recording of a concert as you leave the venue, a station airing back to back live concerts would take it a step further. A daily/weekly concert line-up can be sent to the e-mail database and listeners may vote online for their favorite concerts. With the new HD stations and additional internet streams, perhaps someone is already doing this."

How could radio do a better job of attracting younger listeners? "Creativity in content is the key. When those two elements are combined, you can hold the attention of a person of any age. Engage people in thought and they will react to your passion. Whether it's imaging, commercials, promotions, shows, or an entire station; if it entertains, reaches listeners emotionally and gets your message across, it will achieve results. I am also a big supporter of giving back by visiting high school speech classes and educating them on radio. I bring along some materials and let them build audio art of their own. They love it and I'm always impressed how it re-invigorates me."

How will radio remain relevant in a digital world? "If we all change that question to "How will I remain relevant?" - radio will remain strong. Take personal responsibility to embrace new technology in a way to benefit listeners, programming, and sales. I am intrigued by the popularity of podcasts and excited to see support for iPods with built in radios. Online listening through station websites is quickly becoming not just a luxury, but a necessity."