Florida Today from Cocoa, Florida • Page 54

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Jennings TGIF Writer The airwaves of Brevard are pulsating to a new 24-hour FM stereo radio station that its owner says will be the pioneer radio su-perstation in the country. Playing "urban contemporary" music a mix of rhythm and blues, reggae, jazz and rock WMIE-FM started full-time broadcasting Dec. 2 from its Cocoa studio at 1150 W. King St. WMIE's signal is beamed from the RCA Satcom 4 satellite.

Mike Chandler, the station's program director, said WMIE-FM will be more album-oriented than WJZX Fox 86, the local AM station which also plays "urban contemporary" music. "We will do Top 40 hits and other lesser known cuts from albums," Chandler said. Tagged "MI FM," the new station is targeting adults between 18 to 55 years of age, said Chandler, a Jacksonville native. WMIE is the pairing of two dreamers and a Brevard media, entrepreneur who wanted to bring a new sound to the community. Chandler and Linda Hudson, WMIE's advertising manager, had long dreamed of bringing "urban contemporary" music to the Space Coast.

In 1980, the pair purchased the. 7 p.m. to midnight slot daily on country-western WKRT AM, to air their "urban contemporary" music program "Free Fall." Although the experiment lasted only nine months, Chandler and Hudson have the broadcasting itch and are hoping WMIE will fare better. Ray Kassis, station owner, said a lack of innovation in music formats prompted him to seek a noncommercial FM license from the Federal Communications Commission in 1978. Kassis also owns several other broadcasting interests, including the Christian Broadcasting Network, WWBC-AM 1510, and Odyssey, a new music video service being marketed nationally to cable networks.

Although not owned by Kassis, the Sheridan Broadcasting Network also transmits news and snorts updates to its affiliates from the $10 million Cocoa facility. Initial response to WMIE has been Chandler said, pointing to letters and cards posted on the studio wall. "A significant part of the community has made it a regular listening habit," Kassis said. Kassis said "WMIE was built from the ground up." Construction problems delayed the station until last November, when transmission tests started. "Building the station took three to four times as much time and expense as anticipated," Chandler 2088 3 MUes N.

oi 528 0)k Samo Rd. on U.S. 1 259-7230 636-1392 The station's first sponsor was a non-profit organization. Space Coast Community Services, which purchased a 60-second spot to promote a fund-raiser. said the type of sponsors is beginning to diversify.

"It's nice to get the mom-and- nnn ftnprntinnc thp nmoram Hl- rector said, "but when the larger chains like Bojangles and Color rx 'r CQAZYI said. Six on-air personalities, including Kassis, who works the mike between other duties, are working for little or no pay to keep the station operating. As only one of about four noncommercial "urban contemporary" stations in the country, Kassis said WMIE is a trend setter. "There is a great deal at stake." Kassis said. Financial sustenance for the non-profit station comes primarily through corporate sponsors, grants from non-profit organizations, and, fund-raisers, Kassis said.

is truly a community station." The station's FCC license prohibits commercial advertisements for consumer products. But for a "donation" ranging from $150 to more than $1,000, the station can run "donor announcements," which are limited to name, address, product line, slogan or service! The frequency of the announcement "is in direct ratio to how much they contribute," Kassis said. But there is no quid pro quo for donor announcements, he said. "Sponsors are buying recognition for supporting the station." WMIE thus far has signed up about 12 sponsors, netting "a couple of thousand dollars," Kassis said. SLICED BEEF DINNER PLATE Tyme look at you, that's when you are being taken seriously." Kassis said WMIE.

does not compete with commercial radio stations for local advertising dollars. "We're after a different allocation of funds." Mike Walker, sales manager at Fox 86, said WMIE is not expected to make major inroads into its audience or share of advertising. "We like commercials," Walker said, adding that WJZX has a more "live presence" than WMIE. By late spring, Kassis plans to debut a radio superstation patterned after Ted Turner's cable superstation WTBS in Atlanta. As the "flagship" station, WMIE would send its signal to radio stations across the nation for a fraction of the cost to construct a new, full-service facility, Kassis said.

"I want to bring the technology that's available to all communities," Kassis said. "The only missing link is the listener." Reg. $5.95 ONLY i WATCH FOB With this coupon JNEXT WEEK'! Din In or Carry Out With Baked Potato, BBQ Beans, Cole Slaw and Garlic Bread OFFER GOOD THRU FEB. 21 1 mile Couth of 520 on A1 A IN BANANA RIVER SQUARE TGIF Page 10 FRipAY. February 15,1985.