A radio station name is critical—a powerful moniker influences listener feelings and stands out in a crowded market. When selecting a name, make sure it’s brief, appropriate, and resonates with your target audience.
Importance of Name Selection
Landing a great name is key. It can make or break your station. It should be one of your highest priorities due to its high visibility and lasting impression.
While you should be pragmatic during the selection process, creativity is also essential. Aim for a name that is unique, appealing, and easy to pronounce. Avoid names that could be confused with existing radio or television channels.
Guidelines and Examples
- Brevity: Aim for fewer than four syllables to avoid abbreviation which can be detrimental to the brand.
- Relevance: The name should be appropriate and reflect your station’s style and format. Does it represent you or your language?
- Call Signs: These are assigned by the FCC and can convey a sense of the station (e.g., WIHT-FM – Hot 99.5 – Washington, D.C.).
- Originality: Strive for a name that doesn’t mimic national stations and hasn’t been heard before. Ensure the name is still available.
- Pronunciation: The name should be easy to say, facilitating word-of-mouth promotion.
Basic Cable Lineup and Commercial Stations
- Basic Cable: Includes channels like ABC, CBS, FOX, and PBS.
- Call Letters: Commercial stations often have 3 or 4 letter calls. Stations east of the Mississippi River start with ‘W’, and those to the west start with ‘K’. These call signs are an essential aspect of station identity.
When creating your station, remember that an outstanding name can reach audiences effectively and encapsulate the essence of your broadcast content, whether it’s music or talk shows.