WRUB, UB's only student-run radio station, which airs in resident halls on television channel 7, has a few tricks up its sleeve to ensure that the normal college student - whether pulling an all-nighter or procrastinating all day - can enjoy an endless array of new, old, odd and familiar jams.
With already established programs such as the popular "Sex Talk" and the all-request Friday night show "Club 'Rub," WRUB is about more than just music.
According to the station's mission statement on the WRUB Web site, "our goal is to introduce our audience to music that cannot be heard anywhere else. Our daily radio programs and weekly television program play everything, not shying away from what is already popular but instead using it to introduce what is new and unknown."
WRUB started as a student organization in the late 1970s, before being brought under student-owned Sub Board I in 1982. Over the past several years, the station has undergone a substantial revitalization.
During this progression, WRUB has widened its broadcasting capabilities with an increase in staff size and program ideas, culminating this year in an exciting fresh start for WRUB staff and UB students alike.
At the helm of this broadcasting ship is Michael Bernhard, a senior communication major and general manager at WRUB. Surrounded by a handful of directors, Bernhard and company have set sail for an exciting year of programming for the average student listener.
Through many new programs, WRUB is able to reach out to the student public with an increasingly fresh range of options.
According to Bernhard, the programming of WRUB is the biggest asset for the fresh start. He explains the mission of the new programming as a way to "expose (students) to music they can't hear anywhere else."
Bernhard believes that not only is the freedom of choice given to the listener, but to the DJs as well.
"The DJ has freedom to play whatever they want, that is what college radio is all about," said Bernhard.
"This isn't the regular FM band. You look at what's on the radio now and it is what we were playing years ago. What is now considered new music is technically old to us."
Thanks to streaming Internet technology, this freedom has granted the station more time on the airwaves. WRUB is now on air 24 hours a day, seven days a week.
Perhaps the most practical addition to the 24-hour a day broadcasting format is the beloved DJ 3000. The automated disc jockey allows the station to function during down time when an actual DJ is not needed.
"This is a very exciting new feature that allows for constant programming for every student day or night," said Bernhard.
According to Bernhard, the key ingredient of the WRUB fresh start is in the "active attempt to reach out to students." Its outreach began with the commissioning of a cable television broadcast.
"(WRUB) hasn't been on cable for years but we got it back on this summer," said Bernhard. "The cable access provided by Adelphia Cable was only the first step in providing more listening options for the students of UB."
The station also has a newly formed business department, which allows for the WRUB DJs and equipment to be rented out at affordable prices.
"This is a huge opportunity for us. Groups that want to be active and loud and in the forefront - we can do that for them," said Bernhard.
Another fresh start for the station is its newly interactive Web site. The site, accessible through www.subboard.com, has been completely restructured to ensure active participation between WRUB and its listeners. Features such as preference polls, music requests, album reviews and to the minute listing of which DJ is broadcasting allows for students and WRUB DJs to have instant communication.
The station's Internet availability does not end with its Web site. The public is able to communicate with on-air DJs instantly during broadcasts with Instant Messenger.
Students have taken notice of these innovations.
"I am glad to see there is more than one way to gain exposure to WRUB," said Bob Batdorf, a junior international business major.
"The more the station grows, the more the students of UB are connected to one another. The instant communication is remarkable."
With a larger staff, more opportunities are provided for students to become active with the station and gain valuable career experience.
"(WRUB) provides students with a future in radio, a chance to get their feet wet," Casey Prozeller, a junior marketing major. "They can see if their major is really what they want to be doing and hopefully they have a hands-on learning experience."
Strangely enough, WRUB programming is not available on the radio. According to Bernhard, the lack of an FM broadcast is due to Federal Communication Commission guidelines.
"We have taken every action we can possibly take to get our station on the AM-FM band and are currently waiting to hear back," said Bernhard. "The WRUB radio broadcast is in the near future, but the FCC doesn't just hand out access to the airwaves, we have to wait."
Through various media-related ventures, WRUB has the ability to communicate with every student on campus. Because of their fresh start, this should prove to be an exciting year for both students and the WRUB staff.
Photo: Courtesy of Laron Fomby
