FREQ107 Radio station seeks to help youths relate to spirituality

By GUY D'ASTOLFO
VINDICATOR ENTERTAINMENT WRITER
GREENVILLE, Pa. -- At first listen, it sounds like every other rock radio station: a mix of power pop, pop-punk, emo and indie, with some metal and hip-hop thrown in.
But if you don't hit the buttons too quickly, you'll notice something's different. The lyrics contain no vulgar slang terms for women. No bleeped out, but still discernible, profanities. No rage, demeaning sexual references or thug violence.
The station is WEXC-107.1 FM, better known as FREQ107. One of only a dozen or so Positive Rock-format stations in the United States, it's been catching the ear of listeners in the Youngstown-Warren, Sharon and New Castle markets since it went on the air in July.
Programming
Unlike Christian rock radio stations, FREQ107's songs make no overt Christian references. Nor do the disc jockeys. The goal, according to Janyse Cain, director of sales and marketing for the station, is to help young people find a way to relate to God and spiritual life in a more real way.
"It's not shoved down their throats," Cain said.
The lyrics have no sexual innuendo, but they often contain obscure biblical references, which pique the interest of young listeners. "The kids are smart. They look up the lyrics on the Internet, and call the DJ to ask what they mean," said Cain, a Campbell resident who also founded and operates Teen Fusion Ministries in the Mahoning Valley.
"Sometimes a kid will call who is in despair, needing someone to talk to," said Cain. "Our DJs say they turn them on to a positive life."
The Positive Rock format differs from its well-known older sibling, Christian Hit Radio, in that it's more diverse. It maintains a much longer playlist, eliminating one of the knocks against Christian, by playing a mix of secular, Christian and crossover bands
Examples of the secular artists it plays are Natasha Bedingfield, Carrie Underwood and Kelly Clarkson. Crossover artists include Switchfoot, Relient-K and P.O.D.; and Christian artists include Flyleaf, Kutless and Falling Up.
Industry sector
The Youngstown market became ripe for the experimental format because it never really embraced Christian Hit radio.
"Christian radio is big across the country but never made it in Youngstown," said Cain, who surmised the region's economic woes caused a negativity that made for infertile soil.
FREQ107's early success hasn't gone unnoticed. "The radio industry is watching us," said Cain.
The Positive Rock industry mirrors that of pop music, with its own record labels, concert promoters and radio stations. And, not surprisingly, the imitative nature of pop, where groundbreakers spawn sound-alikes, is also apparent.
But in general, Positive Rock bands are as talented and competitive as mainstream, and their music just as accessible.
Ownership
FREQ107 is locally owned and operated -- unusual in the chain-dominated radio industry -- which means it has complete control over its programming.
The station is owned by Beacon Broadcasting of Warren, which also owns four AM stations in the area: WANR-1570, Warren; WGRP-940, Greenville; WLOA-1470, Farrell; and WRTK-1540, Mineral Ridge.
"We're the little guy," said Cain, adding "We're no threat to Clear Channel."
FREQ107 aims for the age 14-40 demographic range, and it has proved popular with adults. "Soccer moms call and say they love it. They listen to it all the time," said Cain. "And men up to age 40 also love it because of the rock sound."
The listeners have proved loyal. "Once they find us, they stick with us," said Cain.