NEW YORK'S BROADCASTERSSERVING EVERY LOCAL COMMUNITY
| Total Generated: | $487,785,264 |
As part of its dedication to children, WLZW-FM in Utica, N.Y ., holds an annual radiothon for Children’s Miracle Network at Faxton-St. Luke’s Healthcare. Over a two-day period, the station broadcasts for 22 hours from the hospital, using the airwaves to share the stories of families and caregivers. More than 100 live and recorded announcements aired before the most recent radiothon, which was the station’s 11th, urging listeners to tune in and pledge. More than $36,000 was raised to support women’s and children’s services at the hospital. In an additional effort, the station was media sponsor for the “Children’s Miracle Network Home Makeover” fundraiser, where listeners had a chance to win $100,000 or a makeover for their house. During the six-month campaign, the station conducted 12 live morning show interviews with the hospital event coordinator and aired nearly 700 promotional spots. The result: a sold-out drawing with the winning moment aired live and $350,000 collected for the hospital toward the purchase of equipment for patient care.
Thirteen hours of live broadcast on WOR-AM in New York, N.Y., brought in $380,000, a lucky number for Variety, The Children’s Charity, which benefits from the station’s "Operation Good Neighbor" radiothon. The money goes a long way in helping Variety continue to meet its goal of never saying no to a child in need. Donations collected through the 12th annual event were used to fund dozens of programs that benefit disadvantaged and disabled children in the area. Radiothon special guests included New York City Mayor Michael Bloomberg, actors Hugh Jackman and Danny Aiello and local television anchor Rosanna Scotto. Throughout the day, syndicated programming was preempted for special segments and shows focused on children’s issues and Variety. In the days leading up to the event, WOR aired hundreds of promotional messages and public service announcements, and sent out a press release in support of Variety to more than 400 affiliated stations, trade press and media outlets. Staff members from every department contributed to the radiothon’s great success. "WOR’s ability to raise much needed funds for disabled children and their families is a testament to the amazing depth of the generosity of our loyal listeners," said WOR General Manager Bob Bruno. "I am proud to say that every dollar raised for Variety through WOR’s ‘Operation Good Neighbor’ radiothon stays within the tri-state community."
WYPX-TV in Guilderland, N.Y., harnessed the power of television to help a local foundation make a difference thousands of miles away in Africa. When the Joshua Foundation of New York first approached Chris Iorio, production manager and public affairs director of Ion Media Networks, of which WYPX is a part, it had delivered $1 million worth of critical medical supplies to Uganda, Kenya and Tanzania, and was ready to embark upon a similar mission for Ghana and Malawi. With the help of a comprehensive marketing campaign launched by Iorio, the foundation raised enough funds to deliver $7 million worth of medical supplies during this second endeavor. The campaign included the production of public service announcements, which WYPX distributed to other broadcasters both locally and nationally, news coverage, press releases and two special editions of the station’s half-hour talk show "Subject Matters." A press conference at the send-off allowed the community at large to see how their generosity made it possible for boxes upon boxes of medicine to make it to those that might not otherwise survive. "I saw a great need, children and adults dying because they do not have the access to our prescriptions drugs, drugs that we may take for granted," Iorio said. "Being involved in the art of television production and broadcasting, I felt a need to utilize this gift to help make a difference in the lives of others."
New Yorkers have the good fortune of learning community affairs from one of the city’s most experienced advocates thanks to WLIB-AM in New York, N.Y., and its "Dialogue with Dinkins" show. Each week, the interview and call-in program features former Mayor David Dinkins, New York’s first and only African-American mayor to date. As a high-profile personality and statesman, Mayor Dinkins discusses issues including fair housing, police brutality, poverty, homelessness, public education and the city’s economy. Additional public affairs programming includes WLIB’s weekly "Sharp Talk With the Reverand Al Sharpton" and the long-running "Global Black Experience." Both shows regularly cover civil rights issues, race relations and socio-political issues in the city. "Sharp Talk" also broadcasts live from racial justice rallies, economic forums and other community events.
The Kids Escaping Drugs Telethon celebrated its 20th year with WGRZ-TV in Buffalo, N.Y., by raising $680,000 for the Kids Escaping Drugs Renaissance Campus, the only youth treatment facility of its kind in the area. The money gives 12- to 21-year-olds that have struggled with addiction a second chance and funds education and prevention programs for adolescents and their families. During the telethon, viewers get a firsthand account of the struggles and victories of teens who have been helped by the facility. While the spring event is a seven-hour broadcast marathon, the effort is year-round for the station, an original partner and continuing sponsor of the campaign. News stories about the telethon start weeks before the event, and segments about drug abuse prevention and treatment air throughout the year. "If it weren’t for WGRZ and the telethon, we wouldn’t have as many children in western New York cured of chemical dependency," said Joanne Hudecki, executive director of the Kids Escaping Drugs Campaign. "When our first telethon aired, we had no campus. Without WGRZ’s drive and enthusiasm for us, we wouldn’t have this treatment facility."
Kids weren’t making it to school on time, so WBLK-FM in Buffalo, N.Y., decided to take action. The station’s "Non-Tardy Tuesday" campaign motivated students to make it to their desks before the morning bell. Each Tuesday, just prior to the start of classes, the WBLK staff made special school appearances and handed out gifts to students who arrived on time. The school with the best attendance record at the end the school quarter won an exclusive dance party with a national recording artist, courtesy of WBLK. Hundreds of on-air promotional announcements and space on the home page of the station’s Web site helped get students excited about the campaign. The station staff contributed 60 hours to get the program off the ground. The result: For the first time in several years, area schools’ student tardiness rate dropped by a small percentage.
When school is out, it’s time for the highly successful children’s summer reading program sponsored by WSTM-TV in Syracuse, N.Y. The "Book Breaks" program marked its 21st year in 2007, when once again, station reporters, anchors and meteorologists took time out of their hectic lives to go to area libraries to read with local children. In fact, the station talent went to 14 different libraries and read to thousands of children throughout Onondaga County. The program is such a hit with children, parents and librarians that WTSM plans to expand it to another regional library system. This means even more children will be better prepared when summer ends and school is back in session. "WSTM’s ‘Book Breaks’ program is a wonderful way to help us promote reading each summer," said Genie DuPell, director of youth and family services at the Fayetteville Free Library. To promote the events, the station produced three 30-second promotional spots that aired 176 times from June to August. WTSM also created a public affairs segment that ran in a weekend newscast and aired two newscast segments on the reading events themselves.
For two hours each week, the "Eco Radio Show," produced by WGY-AM in Latham, N.Y., covers broad topics concerning recycling, sustainability, conservation and alternative energy. The show also keeps listeners up-to-date about upcoming recycling events in the area. Taking it beyond talk, show host Pete Muscanelli created a two-day "Eco Recycling Show" at Empire State Plaza in Albany last year. The event attracted more than 2,000 people, including students from a dozen school districts, who learned about everything from recycling to new "green" technologies. The station also dedicated 160 live interviews on its morning news show during the year to address environmental topics with local experts. Discussions covered how to save the dwindling fish populations, cleaning the area’s rivers and the effects of oil production. WGY was a National Association of Broadcasters Crystal Award Finalist in 2008.
After a passionate response from listeners to the song “Just Stand Up,” an all-star charity single benefiting Stand Up to Cancer, WHTZ-FM in New York, N.Y., found a way to continue support for the organization locally. WHTZ named Stand Up to Cancer the official charity partner for its signature event, the Z100’s Jingle Ball. Every year, tickets for the star-studded concert, which takes place in Madison Square Garden, sell out within minutes. This year’s 18,000 attendees saw performances by Leona Lewis, Kanye West, David Archuleta, Paramore, Lady GaGa and more. As part of its partnership with the charity, the station donated a portion of each ticket sale, hosted a special Web page promoting the cause and broadcast public service announcements throughout the end of the year. Funds raised will be used to further groundbreaking cancer research. “Z100’s Jingle Ball is a great way for us to work directly with our listeners to make a difference," said Tom Poleman, WHTZ senior vice president of programming. Mayor Bloomberg declared the day of the event “Z100’s Jingle Ball Day.”
Helping to make Christmas morning merry for area children, radio host Mark Piersma from WXUR-FM in New Hartford, N.Y., camped out for seven days as part of the second annual “Camp out for Kids” program. Organizers of the camp-out hoped to collect 10,000 toys by inviting listeners to deliver the items to Piersma, who camped out in front of a local pizzeria on Seneca Turnpike for a week. Even if listeners couldn’t make it to the camp-out, the station still encouraged them to donate. “Everybody’s doing toy drives this year, which is good, because that means more toys for the kids,” said Piersma. “So if you don’t get down to here, find somewhere that’s collecting toys.”
Thanks to the persistent efforts of WSYR-AM in Syracuse, N.Y., central New Yorkers enjoyed the return of the Veterans Day parade. More than 50 veterans’ groups participated, and thousands of people came out to pay tribute, wave American flags and watch the procession wrap around downtown. The station promoted the patriotic celebration, which began and ended at the Syracuse War Memorial, with more than 600 public service announcements during the six weeks prior to parade day. In addition to assisting with setting up and breaking down the parade, WSYR personalities rode on a station float. Organizing the parade involved more than three months of planning, and 500 hours of sweat and dedication by WSYR staff. WSYR was a National Association of Broadcasters’ Crystal Award Finalist in 2008.
For more examples of how New York’s local radio and TV broadcasters are serving every local community, please contact the New York State Broadcasters Association .