The Fresno Bee from Fresno, California on November 24, 1985 · 127
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The Fresno Bee from Fresno, California · 127

Publication:
Location:
Fresno, California
Issue Date:
Sunday, November 24, 1985
Page:
127
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J-r k 0 $ i r :-v SHOW BUSINESS f i KFTV Radio hy would someone who does not speak Spanish want to listen to Radio Bilingue or watch Channel 21 in Fresno? One of the reasons may be that the person would like to leam to spew Spanish Maybe the listener would like to hear the Supremes Buddy Holly or salsa Or die viewer wants to watch Radio ConUnued from Page 3 more often as the state lessens its financing role For its part the state says in essence enough already” a contention summarized in a letter to Radio Bilingue from Lois M Wallace assistant director of publk and intergovernmental relations Writing on behalf of Gov Deukmejian Wallace stated The governor eliminated the funding in 1985-86 because it is his belief that these minority radio stations have been afforded adequate time to gain independence" Radio Bilingue has been on the air since July 4 1980 It has six salaried workers earning between $900 and $1100 a month three full-time volunteers and another 60 people who volunteer part-time for such roles as announcing and programming Its projected budget for fiscal year 1986 is $219000 Morales pointed out a significant difference between public radio stations nationwide and the minority stations -? “Most of the public radio stations began in the 1970s at universities anathc 1 the staffs came from those universities” (Fresno's public radio station KVPR is not associated TV ConUnued from Page S across its signals while channel-checking are learning such bask facts as “there are Hispanics with blue eyes and a light complexion” There is political dout that comes from learning to communicate through a medium that covers the volatile Latin American political situation In recent years Jimenez explained the network has shed its T&A image” “Some people still think of us in terms or Iris Chacon” Jimenez said Chacon is a voluptuous dancer-singer whose appearances on SIN probably stopped many a channel-checker in tniddick “We haven’t had Iris Chacon for four years now” The network and KFTV pride themselves on technological innovations that have come in part from their youthful vigor SIN began in San Antonio Texas with KMEX-TVlri 1961 KFTV haslieeir' broadcasting for 14 years Bilingue reach out for English-speaking public too Julio Iglesias or Menudo soccer or boxing or news accounts of conflict in Latin America In separate interviews representatives of the two broadcasters talked about programming that might have cross-cultural appeal Hugo Morales said that die hands-down favorite among teen-agers are rock oldies which are played from 10 pm to 1 am with a college or university Channel 18 KMTF is associated with the Fresno Unified School District and carries courses from Fresno City College) “The minority stations which began in the early 1980s” Morales said did not have that institutional framework Morales sees the mission of his station as the same as that of any other public radio station: “to - enrich the community culturally In addition he said it serves “basic informational needs of the Latino an audience ‘tiiat has a large number of Spanish-speaking or illiterate” There are some small Latino businesses that underwrite programs he said But the station willmcreasingfy target businesses or institutions with higher budgets “We’re working out a contract right now with Sunt Agnes Medical Center for $20000” Morales said “so that we can carry medical information to the Hispanic community” Morales dted the findings of a recent survey that showed Hispanics are more loyal to institutions and brand names than are non-Hispanks The contract strategy basically boils down to Among the pioneering done at SIN has been the use or the first transmit-receive earth station distribution of programming by satellite the first pay television service and live interconnects such as me used in a telethon on behalf of the recent earthquake victims in Mexico Lack of interference for the network’s microwave relay system is one of the reasons that the Hanford-based operation paid $13 million for the building at the north end of Fresno Jimenez explained that another argument for opening Fresno studios is that it will enable news crews to collar dignitaries who come into Fresno Taking such people to studios in Hanford was sometimes impractical KFIVs signal covers an an area between Bakersfield and Merced In areas south of Delano viewers tune in Channel 39 to receive the signaL Just one of its prime-time programs draws as many as 50000 viewers Monday through Saturday He said that the ’60s music dovetails with one of the station’s missions: easing the transition from one culture to another It is a good block of time in which to run public service announcements aimed at school-aged youth Saiga and Latin jazz aired from 4 to 7 pm weekdays and 7 to 10 pm weekends dm is popular with Anglos who find it in short supply giving the underwriter a shot at winning the hearts and minds — and dollars — of future clients In addition it dovetails with another mission of Radio Bilingue as stated by Morales — bridging the cultural gaps between ' American institutions and the Hispanic population We’re also dealing with the office of the State Superintendent of Schools to come up with a contract to address severe people— expertise in producing public service dramas that deal with the subject and reinforce positive values We’re concerned about education problems in our community with ghie sniffing and use of Angel's Dust” Morales said that KSJV has at least one powerful weapon in its arsenal as it talks of contracts “What we have is numbers” he said by last count some 40000 every week and overall half the entire San Joaquin Valley's 600000 residents with Spanish surnames Routinely he said the station plays a significant ride as a vehicle for recruiting fundraising or bulletin-board type information for Considerable construction remains to be doneinside the Fresno building purchased from Controlled Irrigation Administrative and sales offices were occupied in June while studio production continues in Hanford "Nothing would make me happierthan to do our annual Narodad festival from this building Ah' the needy children at Christmas” Jimenez said lighting up like the red button on a television camera That’s some tall hoping from a man who at (me point in the interview stood dwarfed by the high walls of what is now nist a big empty room and remarked This will be Studio A and this will be Studio B there’ll be elevated staircases and the lighting engineer for the project is the guy who did the lighting for the Carson show in the Burbank Studios" But then Jimenez is a man who likes to toss around the word “bullish” IsthataSIN? elsewhere on the radio dial Nortena music of the so-called Tex-Mex” genre airs Saturday mornings and mariachi and musica folklorica on Sunday mornings Morales said the station is considering purchasing an English-language children’s program that would further mesh with the cross-cultural mission of his station “We would like to hear from ( Proteus Adult and agencies of the United Way— to name a few ' The Corporation for Public -Broadcasting provides funds to " ' match dollars raised by Radio Bilingue But the reduction in state support is amplified by failed efforts at legislation to revive funding Last year Gov Deukmejian vetoed a bill by state Sen Kenneth Madefy R-Fresno that would have furnished publk radio and television stations with ’ state money Morales said that by contrast some other states have continued healthy financing for publk radio stations citing Alaska as an example where each station received $220000 last year Another cutback at Radio Bilingue this year was the end of $30Jj00 in training of staff by the Employment Development Curtis Mathes Movie Club Sunday thru Wednesday SPECIAL 2 NIGHTS FOR THE PRICE OF 1 4 Rent up to 6 Movies C keep for 2 nights per over 2500 to choose from MOVIE 4 4 s n s a fc a RENTA NEW VCR MGHT MV 730 JOIN OUR x SS BOTH STORES NOV 2 Locations to Serve You Curtis !l IMathes HOME ENTERTAINMENT CENTER THE FRESNO BEE Sunday November 24 1985 J23 non-Hispanks about what they would like to hear on our station — perhaps fusion reggae ” he said Then there are the soaps which Jiminez said are particularly -v popular among regular viewers But those whq don't speak Spanish probably would have difficulty understanding them he said After all could you keep track of “All My Children” with the sound off? Department At the same time the City of Fresno's contribution under arts grants dropped from $14000 to$C000- “Most of the money we receive does not come from the valley” Morales said adding that bilingual radio stations will increasingly be more aggressive in seeking the backing of national foundations and businesses Morales fears that as the station’s staff gets older “we will likely lose them” “If we’re going to have professionals we need to pay a professional wage“ the Harvard graduate said "It’s not fair to ask people to subsidize their work” He dosed with an it’s-time-to-pony-up observation: “I think some people assume it’s our obligation to do it and somehow we’udoit That’s not true” X X X a CLUB NOW! OPEN SUNDAY 12-5 a w SHIELDS at WEST ' 1 104 W Shields 229-6300 Store Horn: Morvftl morn Bpm SMtentepm Sun 124 VENTURA at THIRD 3263 E Ventura 233-3433 Hour: Mon-Tri 5:30im-6pm Sal Sam-toni Sun 12-5 - M Te!ef©T®!®!©T©fOleY©Iffil

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