New radio station The Valley 105.5-FM has recently joined Ashland’s list of music radio. The Valley was launched two months ago, according to Don Hurley, operations manager at KYVL-FM The Valley 106.3.
The studio shares space with all of the Bicoastal Media Radio Network stations near the Medford airport. They main hub is in Medford at 106.3, but The Valley has a translator at 105.5 that reaches Ashland, Phoenix, Talent, the surrounding Jackson county area and parts of Northern California. They also broadcast on the 105.9-FM frequency that reaches Rogue River and beyond.
“It’s easily the widest range of music in the area,” said Hurley.
The Valley doesn’t focus on a single genre of music at certain parts of the day, but plays songs from a playlist of 4,000 to 5,000 songs. Most radio stations’ playlists only include 400 to 500 songs, according to Hurley.
“The beauty of The Valley is that you never really know what’s going to be coming up next,” said Hurley. “We are limitless to what we can add to our playlists.”
The station has two disc jockeys — Paul Gerardi from 6 to 10 a.m. and Dave Scott from 3 to 7 p.m.
Gerardi’s segment features news and weather, as well as music. At 7:50 a.m. Monday through Friday, he drops the needle on a record selected for its meaning to an individual. Occasionally local celebrities and dignitaries select the record and then have a few minutes on air to explain why that song is special to them.
“The Valley pulls from a wide variety of influences to pull together to make a cohesive whole,” said Gerardi. “There’s such a good group of creative people over here.”
The Valley is looking for local musicians to play on air. As the station expands, so will the programs, according to Hurley. A Sunday local music program has been proposed if enough local musicians are discovered.
“Many people left the radio because their tastes were so varied,” said Hurley. “We provide new music and classical music, giving our listeners a chance to discover and rediscover depending on the genre.”
The demand for satellite radio and easy access to the internet decreases the demand for radio, according to Hurley.
“We saw an opportunity to present something that was long gone for an audience that was hungry for it,” said Hurley. “There was a huge void and we were happy to fill it.”
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