Miller Communications Inc. submitted an application in June to change the community of license of Bad Dog WWBD 95.7 FM from Bamberg to Isle of Palms.

Harold Miller, Miller Communications president and CEO, said the transition is aimed at improving the company's and other radio broadcasters' and groups' facilities and stations.

"If approved, in time Miller will reach an opportunity to dramatically improve several of its stations," Miller said. "The Bad Dog format will not leave Orangeburg. Miller Communications would be foolish to remove a format that the people have demanded be there. There are no plans to take Bad Dog out of Orangeburg."

The multiphased and mu.jpgaceted process, which will include the relocation of several stations across the state, is expected to receive phased Federal Communication Commission approval, with the entire transition process reaching completion in six months to a year, Miller said.

Miller said the entire transition is like a chess match, where one move or change is contingent on the success of a prior move or change.

"It is very complicated," Miller said. "There are about 12 to 15 moves involved in this."

The transition would help improve the station's location, power and audience outreach, he said.

"If everything works perfectly, everyone will benefit," Miller said. "This is not a negative."

Former 25-year WWBD owner Vic Whetstone says while he does not see WWBD suffering with its radio operations because of the move, it is a trend seen throughout the radio industry, where small-town stations are going to larger markets.

"It is not my baby anymore, but it was my baby," Whetstone said. "Me and my staff, we operated a community station. We were so much a part of the community and promoting so many things. Unfortunately, this is not the way it is anymore."

Miller challenges the notion of a lack of public engagement in today's radio. He cites says WWBD has made changes with the community and public in mind.

"We try very hard to serve the public interest because the day you forget about the community you serve is the day you ought to cut the transmitter off," Miller said. "The public wants local information. They want radio stations to be at events. That is very much a part of our operation plan at Miller Communications."

The radio company brought back the Bad Dog 95.7 FM format in August 2006 upon receiving overwhelming listener requests for its return after a four-month absence. Miller had initially replaced the classic rock format with a country format, WWBD Outlaw 95.7 FM.

The 30-day listener survey taken by e-mail, phone and letter revealed a 321-to-30 preference for a return to the classic rock format.

Earlier this year, WIGL 93.9 FM, the other Miller Communication's "Bad Dog" classic rock station, became known as "Radio Ritmo" -- a 24-hour Spanish-language station. The move was made in light of the increasing Hispanic market in the area and the state.

The Spanish contemporary radio station -- ritmo is Spanish for rhythm -- targets the Columbia market. The station's footprint can be heard from Interstate 95 to Columbia, including The T&D Region.

According to census numbers, the state's Hispanic population has grown 45 percent in the past five years -- the fourth-fastest growth rate in the country.

"The response has been excellent," Miller said. "(Radio Ritmo) has scored a nice rating in Columbia."

Radio Ritmo focuses on bringing both entertainment and information to the Hispanic community in the Midlands. The station features Spanish contemporary, salsa and pop music as well as local radio personalities.

The station also devotes an hour to community affairs on Tuesdays and Thursdays, offering information about taxes, doctors and crime.

Miller said Radio Ritmo would not be impacted by the most recent changes.

The Miller Communications system has undergone a number of changes recently.

In September 2005, WWBD was upgraded from 6,000 watts to 25,000 watts. The increase was the result of adding a 500-foot tower in the Canaan community, along with the addition of a transmitting plant featuring a strategic upgrade/relocation of the FM transmitting plant and technical equipment.

The upgrade expanded the service area to twice its original size.

T&D Staff Writer Gene Zaleski can be reached by e-mail at gzaleski@timesanddemocrat.com or by phone at 803-533-5551. Discuss this and other stories online at TheTandD.com.

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