Christian Radio Silenced in Vancouver
ContentsChristian Radio Silenced in VancouverSource: BC Christian News AUGUST ISSUE 1998 • VOL. 18 #8 • Formerly "Christian Info News" By David F. Dawes and Anne Eapen AS THE INK was still drying on this newspaper, Vancouver's only Christian radio station, The Bridge, ceased to exist as a voice for the gospel. Although the station has retained its name, everything else about it has changed. At 6 am on July 31,1998 CKBD began broadcasting nostalgic ballad-oriented pop music. The Bridge will now concentrate on artists such as Andy Williams, Dean Martin, Dionne Warwick and Perry Como. The station attempted to present the change in an upbeat manner. A press kit sent to media outlets included a plastic bottle full of jellybeans, labelled 'Now Playing: Frank Sinatra -- the new 600 AM, Adult Favorites.' In response, a July 29,1998 Province headline read: 'Bridge goes from religion to Ol' Blue Eyes.' Reporter Dana Gee wrote: "Fans of Frank Sinatra will have reason to celebrate on Friday. Ol' Blue Eyes and other song stylists . . . will be bumping the Almighty from the airwaves."
No GrowthBridge representatives say their audience simply was not large enough to make the enterprise commercially viable. General manager Gerry Siemens asserts: "In the four and a half years we have been on the air, the number of listeners has not changed. If there had been some sign of growth through the years we could justify continuing with this format." Siemens says, "The latest numbers show the total weekly listeners at 44,000, which is only 0.6 points of the market share." These statistics are compiled by the BBM (Broadcast Bureau of Measurement), which surveys a section of the Lower Mainland market for their radio listening habits. While some debate the validity of these numbers, particularly as pertaining to a niche market like the Christian community, the fact is that these statistics set the advertising rates and attract advertisers to invest in air time. From the beginning, Siemens points out, getting support from churches and ministries had been a struggle.
Skepticism"When we signed on five years ago (1993), there was a lot of skepticism from the Christian community at large. We set about correcting that. We had an ombudsperson in place, Cindy Kilburn, [owner Jim Pattison's daughter] who devoted four years of her life to reaching out and making sure we were on side with the churches, the church leaders and the Christian community . . . so we've done everything we can think of to get the word out to the Christian community. It's the community at large that has not responded." Siemens explains that The Bridge had its detractors no matter what the station did. "You know it was just like having a church of a different denomination on every corner in every town in the Lower Mainland. As soon as we went on the air, we learned that everyone had a different expectation of what we would be, what we would say, who we would talk to. If I've learned anything . . . it's that you can't please all the people all the time. And sometimes you can't please any of the people none of the time."
Not viable?At the end of the day, Siemens is not convinced that Christian music is a viable commercial format in Canada. "If we had had the ability -- and we didn't because of who we are -- but if a Christian station had the ability to solicit their listeners for funds, as they do in the United States and at some of the stations in eastern Canada, you might have a chance through some commercial viability and some listener input to survive. But as a straight commercial entity, I'm not sure the well is deep enough in Canada."
ResponsePraise 106.5 FM is the other major player in the Christian radio arena here and it relies on fund raising and listener support. Based in Lynden, Washington, it reaches into the Fraser Valley and Lower Mainland. Operations and program manager, Marv Mickley, expressed his regret on hearing that The Bridge was switching formats. "In many ways it's a sad day for Canadian Christian radio. We want to express our admiration and appreciation for what The Bridge has established in starting Canadian Christian radio . . . It has touched many lives and has laid the foundation for Christian stations in the future across Canada that will be able to minister to people." The Seattle-owned station was itself involved in a format change a couple of years ago (from KLYN to Praise) primarily because The Bridge had cut into their Canadian market share. But Mickley is quick to point out that although his station may benefit from less competition, it does not bode well for the community. "No matter how you look at it . . . there will be fewer people listening to Christian radio. We certainly want to be here to serve all the people that we can, but we can't do everything that The Bridge was doing."
ShockThe news came as a shock to many in the Christian community. In a statement issued by Word Entertainment Canada, based in Richmond, president Terry Dawes said: "We are disappointed that The Bridge didn't materialize as a viable Christian music radio station . . . We pray that in the future contemporary Christian music will continue to be available through other Christian media, including television and radio." Record producer Roy Salmond of Whitewater Productions in Richmond said he was saddened to hear the news because "I am a regular listener of The Bridge. I love to hear songs that attempt to communicate Christianity in a manner that is contemporary in our culture. But I understand from a business point of view why this change is necessary. To me what it says is that the Christian community is unable or unwilling to support this venture." Christian broadcasters also expressed disappointment. "I think it's a shame they won't continue with the Christian format," says Keith Leask, operations manager for AM 1140, a station in High River, Alberta. "At the least, it's disappointing they were unable to make it," declares Jim Leek, music director of CJMR in Oakville, Ontario. "I can understand their concern about making it profitable." Ottawa's CHRI-FM has all-Christian programming, and has managed to operate as both a business and a ministry. General manager Bob Du Broy asserts that "there's a large market for Christian music. It's unfortunate that The Bridge didn't connect with the audience. But it's a hard go; we're here only by the grace of God." Focus on the Family personnel have great admiration for what the Bridge accomplished, and deeply regret the station's decision. Grant Saip, at the ministry's Canadian headquarters in Vancouver, believes that "It will be much more difficult to promote events in this community now that The Bridge is off the air. The worst part about this whole thing is the social statement it makes. A Christian radio station could not survive in this market -- whereas in the U.S., Christian radio listeners continue to increase."
Impact"What saddens me," says Gerry Scott, president of IMAGE 7 Records, based in Surrey, "is the impact this could have on other struggling Canadian Christian music stations. They looked up to The Bridge as the big brother, and this will be devastating to morale." Scott is a longtime friend of entrepreneur Jim Pattison, the station's owner. "Jim was far more tolerant with The Bridge and allowed it to continue at a loss, as he knew the importance of having a Christian station in Vancouver." He commends the station for "appealing to the non-churched," but believes its programming policy was too narrow in scope. "The Christian community is a niche market, and The Bridge's choice to focus on the 'Contemporary Christian' pop format only pleased a segment of that group. They should have played more variety, such as praise, instrumental and ballads to break up the repetition. I also wish The Bridge would have contacted artists, churches and listeners for input."
SupportiveMusicians also expressed sadness. Juno winner Steve Bell said the station was very supportive of him in many ways. "They were wonderful to me in terms of air play, through the promoted concerts . . . whenever I came to town, Dale Wolf was really supportive. It was one of the few forums in all Canada that are open to guys like me." He realizes that he will be affected from a business point of view as well. "From a sheer marketing perspective, it's exposure that makes you popular. So it will affect all the Canadian artists. I don't know how much they played other Canadian artists, but I do know they played my stuff." Local award-winning artist Carolyn Arends concurs. "I'm disappointed obviously, I really appreciated their support and enjoyed my relationship with them. I felt like we were friends." Having done a couple of tours through the United States, Arends had the opportunity to stop at various radio stations in almost every city . . . "and I was really very proud of ours." Sam Rowland says that "the loss of the immediate communication of The Bridge to the Christian community cannot be replaced. The Bridge exposed Canadian artists to a much wider group of people than that which can be achieved through touring." "Ultimately it comes down to the fact that people did not tune in," says recording artist and, for a time, Bridge co-host, Connie Scott. She adds: "Unless the Holy Spirit moves in this country in a mighty way to move people to yearn for Christian music, I can not see Vancouver supporting a radio station in the future."
Wake-up callKevin Pollard, former member of Rhythm & News, and music reviewer for BC Christian News, considers the station's demise "frustrating and discouraging," and says The Bridge deserved much more support than it got. "There were shows for everyone, from 'Adventures In Odyssey' to 'Power Jam.' The DJs didn't remain isolated in the control room, they actively sought involvement with the community at station-sponsored events. The truth of the matter is we are all to blame." Al Hunsperger agrees. The owner of two Christian radio stations (Shine-FM in Calgary and The Light in Edmonton) says, "There's a huge apathy out there. Some Christian businesses and churches don't support Christian stations. The CRTC now allows Christian radio, so why aren't more Christian stations happening? Why are there none in Toronto or Winnipeg? It boggles my mind." He has some optimism, however. "I believe Christian broadcasting can succeed in Canada. In Alberta, it's very strong, it has a good future. I hope this is a wake-up call for Christians. They can't take Christian radio for granted. They have to get behind it, and support it just like they support their churches, or their missionaries."
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