New HD TV Coming to TC

The entrepreneur who first brought high-definition radio to northern Michigan is planning more high-tech broadcasting moves – including new HD TV channels for the region.

“The FCC [Federal Communications Commission] has opened a window of opportunity for community TV channels,” explains Roy Henderson, president of Great Northern Broadcasting and owner of WLDR-FM, Sunny Country 101.9, the TC radio station that was the area’s HD radio pioneer in 2008.

“We have applied for seven construction permits for TV channels in Petoskey, Charlevoix and Traverse City and have received two for Traverse City, for channels 7 and 4,” he tells The Ticker.

Construction of the HD TV channels would begin early in 2011, with broadcasting to begin later in the year, according to Henderson. Programming would be varied but will include a lot of local and regional news, according to Henderson.

Additional staff will be hired, but it’s too early to determine how many jobs will be created, says Henderson, who is celebrating his 40th year as a broadcast licensee.

At WLDR, Henderson is continuing a legacy of bold moves that started a few years back when he changed the station’s somewhat stodgy soft-rock format to country. In 2008 he went to HD, providing listeners with static-free reception, CD-quality sound and the ability to listen to multiple HD stations at a single spot on the dial.

WLDR currently broadcasts on three of 10 available HD channels, offering country, smooth jazz and Fox sports programming. A fourth HD channel featuring rock will launch soon. “We’re the first to (go to four HD channels) in a market of this size,” says Henderson. “Eventually we’d like to utilize all 10 available channels.”

“Listeners are getting very used to this in larger markets like Detroit, Chicago and Grand Rapids,” he explains. “Now visitors can get our HD stations in their cars or on their iPods. I fully predict every major player in this market will go to this in the future.”

Sunny Country’s HD channels also provide text information that shows the names of songs and singers, and, when commercials are running, the radio flashes the product name and advertiser information.

“A lot of stations let the listener see the song title and artist,” notes program director and morning host Dave B. Goode. “But not many identify advertisers. It’s just getting started, and advertisers love it.”

The station also launched a texting program that interfaces with the programming and provides information from more than 50 school districts. When school is closed, listeners can receive a text on their cell phone that informs them of the closing.

The high-tech upgrade comes with a price tag of roughly $750,000, but Henderson sees it as a smart investment. “I learned long ago not to be on the ‘bleeding edge,’ but when you make a determination that something has promise, the quicker you get involved the better off you’ll be.”

Since an ill-fated venture into development, (he was the guy who formerly owned “the hole" at the corner of Front and Park Streets, now the site of the 101 North Park mixed-use development) Henderson has focused on broadcasting. “I can promise you I’ll never be a developer again,” he says with a big smile.

He’s an affable guy but bristles at the media that describe him as a Texan who’s come to TC to make a buck.

“I was born in Grand Haven, and two of my children were born at Munson,” he says. “I made my money in Texas, but I brought it back to Michigan. I’m in my 60s now, and my wife says to back off a little bit, but my work keeps me excited. I’m proud to be here and be part of this community.”