KXAL Radio
104.7 - Chalk Hill & Lake Cherokee, 101.9 - Longview & 105.3 - Kilgore
 A Broadcast Service of The Church at Lake Cherokee

KXAL-LP is a non-commercial, non-profit community radio station. Unlike commercial stations,  We may not sell commercial time to cover operating expenses. We rely on the support of the community it serves to stay on the air. This support may come in many forms. People can volunteer to help out at the station. You could help by organizing or attending fundraisers or buying  t-shirts. Maybe you'd even be willing to organize some of these activities.  Most of the station's financial support, however, will come from individuals, groups and businesses in the form of underwriting the daily operations of KXAL

Non-commercial radio stations traditionally say "thank you" for this support in the form of underwriting acknowledgements. While the FCC prohibits public service stations from selling commercial time, the commission endorses the use of these acknowledgements as a means for stations to thank those who support them.

Most of you are familiar with the underwriting messages that open and close most PBS programs. These non-commercial commercials are known as "enhanced underwriting." Sometimes, they are "very enhanced." They look like commercials, they sound like commercials ... but legally, they aren't commercials. Why? Watch carefully the next time you see one of these messages on PBS. They tell you about a product or a company, but they don't tell you to buy anything the company makes or offers.

An underwriting message must stop short of telling the viewer or listener to take some form of action.  It may also not be overtly promotional.

An Example ...
To better understand how underwriting works, let's invent a business: Big Fish Real Estate, Inc. The nice folks at Big Fish wish to support their community radio station. They would also like to let the residents on the  lake know that they are good neighbors, a company that cares about the community. They would like to have their underwriting support acknowledged.  It's a reasonable request.

Every now and then during our broadcast day, we will take time out to acknowledge those who are making public service community radio possible in our area. Acknowledgements will sound something like this:

"Portions of KXAL's broadcast day are underwritten by ..." This is the standard lead-in. A brief series of acknowledgments will follow. This might be Big Fish's message : " ... "Big Fish Real Estate, Inc., has served the real estate needs of Lake Cherokee since 1492. Big Fish realty is a full service realty and brokerage firm for residential, business, and industrial real estate sales. Big Fish is located at 120 East Main Street, somewhere in East Texas and is proud to support community broadcasting.  Their phone number is  903 555-4444."

The message is a proper underwriting acknowledgment in that it doesn't tell you to do anything. It doesn't suggest you "stop by" 120 East Main Street, it doesn't tell you to call them if you wish to buy a home.  It doesn't tell you to "be the first on your block..." In short, there is no "call to action."

The FCC frowns on non-commercial radio stations that air commercials. And the FCC's frowns often come with hefty fines attached. Stations can also lose their licenses or have them suspended. KXAL will strictly follow the letter and the spirit of the law when it comes to underwriting messages.  

Underwriting messages, however, do more than simply acknowledge the support of a business or organization, they provide information many listeners will likely find useful. It's helpful to listeners, for instance,  for a restaurant to include its hours of operation and location. Or what type of food is served.

The cost ...
Keep in mind that done right, underwriting not only helps keep us on the air, but it can also be very beneficial to the sponsor.  We can help keep the underwriting organizations name in the forefront of our listeners minds, while you have the satisfaction of knowing you are contributing to something that makes life in our area very unique.  It is a win-win situation. We have underwriting plans for as little as $100 per month, but nothing is set in stone.    We are still experimenting with the concept and have a great deal of flexibility.  Call us for specific details at (903) 643-7711.

We want long term relationships with just a few great sponsors.  We do not want to clutter up our broadcast day with an overabundance of underwriting announcements.  We also want your announcement to stand out.  The goal is to be a  great community station that does not sound like your average commercial station with 30 minutes of spots every hour. 

A business may also wish to underwrite a specific program airing on KXAL.  This will be calculated at the actual cost of airing the program.   What does underwriting a program cost?  To give you an idea , let's say the station is on the air for 140 hours a week (20 hours a day, seven days a week) and the cost per week to operate the station is (for purposes of this example) $1,400, the cost to underwrite one hour would be $10.  Of course, we are on the air 24 hours per day but this example makes the math a little simpler.  Operating expenses include money set aside for future replacement and addition of equipment and music, as well as music licensing fees, insurance, telephone, utilities, etc. 

Of course, some programs must be purchased by us from their producer.  That cost can have a big impact on the equation. Therefore, if Big Fish wishes to underwrite a weekly three-hour jazz program, the business would underwrite the actual hourly cost ($30) plus any additional expenses directly related to producing the program that the station would not have otherwise incurred - like hiring a jazz trio, or purchasing a syndicated program, for instance.  This should in no way be considered a "fee" for use of the station.  There is no fee for the use of the station, its frequency or its facilities. 

Not all of those helping to underwrite KXAL's operating costs may choose to have their support acknowledged.  If that is your wish, it will be respected.

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How to help!
If you are interested in helping to support public service community broadcasting, especially the vital job of underwriting the work needed to keep the station on the air - Please contact us now.  Perhaps you are a specialist in some of the many areas that could be of help, including sales and grant writing. Maybe your company would be interested in helping to sponsor Community Radio.  You can reach us via email  by clicking on this link, or by phone at 903-643-7711.  We look forward to hearing from you.

Privacy Statement:
All donations, contributions and other help are kept confidential, unless you desire otherwise.  With your permission, we would like to acknowledge you on the air, but we will not make public the amount of your contribution, be it large or small.  Most importantly, we will never sell or share your name, address or any other vital information.  We respect your privacy. That's a promise.