Neb. Rural Radio Association Buys Main Competitor in Scottsbluff

Posted on by Jon Ellis

Changes are coming to several stations after the Nebraska Rural Radio Association, a cooperative owned by farmers and ranchers, took over operation of its main competitor in Scottsbluff. It’s also buying a station in Holdrege.

The NRRA has long owned two stations in Scottsbluff and is buying Legacy Communications’ six-station group in the market, but will divest two of the stations to comply with ownership caps. It began operating the other four stations under a local marketing agreement Friday, Nov. 1.

The purchase price is $1.75 million, according to documents filed with the FCC.

Chief Executive Officer Craig Larson said in an interview with the NRRA’s KRVN that they would have to spin off some stations to comply with FCC ownership caps. The FCC application to transfer the licenses later listed the stations to be divested as KETT/99.3 (Mitchell) and KOLT/1320 (Scottsbluff), which an announcement said are temporarily going off the air.

In the Scottsbluff market, the NRRA will retain:

  • Classic Rocker KMOR/93.3 (Gering-Scottsbluff)
  • Hot Adult Contemporary station KOZY-FM/101.3 (Bridgeport-Scottsbluff)
  • KHYY/106.9 (Minatare-Scottsbluff), which will switch from “Wild Country” to “The Trail,” a Classic Country format currently heard on NRRA’s KNEB-FM-HD2 and K269DO/101.7.
  • KOAQ/690 (Terrytown-Scottsbluff), which will drop Classic Country to assume KOLT’s News/Talk lineup in a simulcast with K269DO.

KETT had carried an Adult Contemporary format.

In Scottsbluff, NRRA owns Farm/Country outlets KNEB/960 and KNEB-FM/94.1. The only other commercial radio station serving Scottsbluff is Eagle Radio’s KAAQ/105.9 (Alliance).

“We’re still bullish on radio,” Larson said in his KRVN interview, adding that the purchase would give the NRRA more opportunities to provide local news and sports.

The NRRA owned nine full-power stations in four markets prior to the latest purchases.

“It’s important for our small towns…to keep the businesses going. Let’s help promote the businesses, let’s promote the schools, let’s promote all of the good activities going on,” Larson said.

The deal also includes Classic Hits station KUVR/1380 (Holdrege) and FM translator K245CK/96.9. The NRRA’s original station, KRVN/880 (Lexington), transmits from just outside of Holdrege and KRVN-FM also reaches the community.

Larson said in his KRVN interview that he began his career at KUVR and went to Holdrege Friday to inform employees and some other people around town of the sale.

“It was a little emotional for the KUVR employees,” Larson said. “There were a lot of rumors, what’s going to happen over in Holdrege with the station, and here we are to help.”

As reported here in September, KUVR is transmitting at reduced power from its studio after being evicted from the land on which its tower stood. KUVR is licensed for 500 Watts day and 62 Watts night; it’s now using 25 Watts day and night with an antenna usually used by traveler information stations. The 25-Watt facility is still enough to provide a strong signal to most of Holdrege.

The sale splits KUVR from KMTY/97.7 (Gibbon), which was once licensed to Holdrege. Legacy also owns stations in the Grand Island, McCook, and North Platte markets.