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“WLOH Would Have a Compelling Reason to Promote Its Signal Again”

RW is sampling comments to the FCC about all-digital on AM; here's what one Ohio broadcaster says

Radio World is providing an ongoing sampler of what people are telling the FCC about the current proposal to allow U.S. stations on the AM band to switch to all-digital transmission if they wish.

This comment was filed by Mark E. and Arlene D. Bohach, licensees of WLOH(AM) in Lancaster, Ohio.

WLOHWe are commenting to express our complete support of 19-311 and urge the FCC to adopt this proceeding as quickly as possible.

We are the licensees of WLOH(AM) in Lancaster, Ohio. Since the initial rulemaking allowing AM stations to operate FM fill-in translators, WLOH has been able to secure and operate three FM translators that effectively serve our AM listening area.

WLOH is the ideal candidate to convert our AM signal into an MA3-All Digital signal. Virtually all our listeners have migrated to our FM signals. Our AM signal serves no useful purpose anymore.

[Related: “FCC Takes Your Questions on All-Digital on AM”]

The idea of creating a viable all-digital signal that rivals the best FM sound quality and provides the metadata services that are expected today are strong inducements for us to make the investment. It would also create a powerful marketing tool for our operation and you can be sure that we would promote is heavily.

The only issue I foresee is what to call this new service. The term “AM” has a stigma among many people as a static-prone and inferior-sounding service. And since this would not be amplitude modulation, a new name would be needed that connotes the superior nature of the signal. But what a great problem that would be.

Our tower site lease is due for renewal this year and our transmitter is 15 years old. This would give us a compelling reason to maintain and even upgrade our AM equipment. The bottom line is this- WLOH would have a compelling reason to promote its 1320 kHz signal again. We want this to happen. Thank you for your consideration.

File comments in Docket 19-311. Comments are due March 9, 2020. Replies are due April 6.

[Related: Read the RW ebook “What’s Ahead for All-Digital AM” from March 2019]