KERA, North Texas’ public radio and TV operator, will take over management of WRR-FM (101.1), Dallas’ classical music station, on Jan. 3, but listeners will hear changes even sooner.
As part of its shift to all-classical programming, WRR will offer around-the-clock holiday classical music starting Nov. 25. WRR will also present new programs celebrating winter holidays and broadcast live performances by local choral groups during its “Caroling in the Arts District” event.
Changes at the station will carry into the New Year — and beyond. Paid programs on Saturday and Sunday mornings, like church services and a retirement planning show, will be dropped. Commercials ads for companies selling rugs, diamonds and CBD oils eventually will be replaced by sponsor messages like those heard on KERA.
“From a tone and sound standpoint, I think those will be much more compatible with the classical music format,” says Nico Leone, president and CEO of KERA.
Perhaps the biggest change will be an increased focus on diverse and local talent.
“There are so many great classical performing arts organizations in the Dallas-Fort Worth metro who have quality recordings,” Leone says. “We want to highlight great work going on in the area. I think that’s probably the biggest shift you’ll hear and that will take a little bit of time.
“We’ve got to build the library; we’ve got to work with local organizations. But more than anything else, we want the station to sound more like North Texas.”
The changes follow a historic vote in June that saw the Dallas City Council transfer management of WRR — one of the oldest operating radio stations in the U.S. — to KERA. The vote ended a tumultuous yearlong process during which the station faced a possible sale.
Under the deal, WRR will be run by KERA, but owned by the city. WRR will remain a classical music station, but switch from a commercial to noncommercial format.
The format change opens up more revenue opportunities for WRR that can lead to long-term sustainability, Leone says. The station can soon seek support from grants, foundations, listeners and noncommercial sponsors. It will also start holding membership drives, though it’s unclear how often those will happen.
Amid all the changes, current WRR hosts, like fan favorite Amy Bishop, will remain at the station. KERA is also hiring new WRR hosts and staffers.
“During the past few months, a tremendous amount of time and care has gone into ensuring that this transition is not only successful, but that it flourishes,” said Bishop, WRR’s director of marketing and promotions, in a statement. “Under this new nonprofit model, we will be able to devote more airtime to music and programs for an even fresher, [more] diverse and local sound.”
