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December 7, 2001

Roping the Airwaves

Texas Farm Bureau, Texas State Network
combine programs in new radio effort...

By Kelley Stripling
TFB Intern

This January, farmers and ranchers across the state can tune-in to their radios and receive up-to-date agriculture news and reports as Texas Farm Bureau begins broadcasts as part of the Texas State Network Agribusiness Program.

"One of our goals at Farm Bureau is to educate our members in an objective, straightforward and compelling way about the issues affecting agriculture," said Gene Hall, Texas Farm Bureau director of Information and Public Relations.

Following that mission, Farm Bureau, in conjunction with Texas State Network, is expanding its collection of media tools to include radio programming. The fruition of two years of extensive research and planning, the network is set to air on Jan. 7, 2002, and will inform listeners about a variety of issues affecting rural Texas.

Texas State Network (TSN), learning of Farm Bureau's interest in a broadcast venue, proposed the two organizations combine their programming that would utilize their resources and reflect their commitment to the agriculture industry.

"We have explored the opportunity for a radio broadcast for some time now, and we believe that Farm Bureau can contribute to the outstanding commitment TSN has made in agriculture programming," said Texas Farm Bureau Executive Director Vernie Glasson.

Established in 1938, TSN is the oldest and largest state radio network in the nation. The system broadcasts more than 150 general interest news programs weekly to 130 affiliate stations across Texas. Additionally, TSN distributes sports broadcasts from most of the state's major college and professional teams to 70 affiliates.

TSN produces 37 daily agribusiness news programs, which focus on general agriculture news, commodity reports and weather forecasts. Two of the network's cornerstone broadcasts are the Lone Star Farm and Market Report, and the Shoot the Bull Program, featuring Texas Commissioner of Agriculture Susan Combs.

"We have long relied on the Texas Farm Bureau to provide us with insight into the issues important to the state's farmers, ranchers and other involved in agri-business," said TSN President and General Manager Jerry Bobo. "By formalizing this association, we look forward to the opportunity to do an even better job."

Combined Commitment

By combining their commitment, Farm Bureau and TSN each play important roles in the production of the TSN Agribusiness Network. TFB will establish a radio studio in Waco and relay programs to the TSN facility at the Ballpark in Arlington. TSN will then be responsible for transmitting the program to affiliate stations.

At the Farm Bureau studio, Don Kyser, assistant director for Radio Services, will act as the primary Farm Bureau anchor, and Curt Lancaster will serve as director.

Kyser has more than 20 years of experience in media broadcast. Working in news and programming for several Waco radio stations, he has become a well-known radio personality. Kyser joined Farm Bureau media staff in 1997 and hosts the Farm Bureau Roundup and News Source.

Lancaster joined the TFB staff earlier this fall to manage the new radio operation. He has more than 35 years of media experience and worked for 20 years with the Voice of Southwest Agriculture (VSA) Radio Network in San Angelo. Lancaster was employed as VSA's general manager for five years. In 1998, he received the Texas Agricultural Extension Agents' "Man of the Year in Texas Agriculture" award.

"Farm Bureau has the opportunity to build a new network from the ground up," said Lancaster. "We are creating revolutionary programs that will involve farmers and ranchers from across the state. Our main goal is to discuss real issues that affect the daily lives of our rural listeners."

The programs

Five Farm Bureau programs will be broadcast starting Jan. 7. They include the following:

• The Lone Star Farm and Ranch Report. Farm Bureau will participate in the established TSN program, which spotlights news and weather reports.

• Focus on Agriculture. A commentary on agriculture and rural issues, the program will focus on leading news stories and rural issues.

• Farm Bureau's Texas Horseman. The program will target all horse enthusiasts, recognizing a widespread equestrian interest.

• Farm Bureau will work with the Texas Department of Agriculture to produce a daily summary of the agriculture market.

• Curt Lancaster will host a 15-minute talk show about agriculture issues. The program will concentrate on a variety of issues relevant to rural listeners.

"My talk show will have a unique slant. I plan to discuss issues that are important to all rural Texans. Every community has its own concerns, and I want to know where my listeners' interests lie. I'll be talking about anything from education to water rights."

The future

Both Hall and Lancaster anticipate a bright future for the new venture. Hall, who will serve as managing editor of the Farm Bureau programming, asserts that Farm Bureau and Texas State Network have the resources necessary to sustain and foster growth.

"Because agriculture is enormously important to our state, we believe a network that addresses the concerns of agriculture and rural Texas will develop a large following. We believe that the TFB/TSN commitment has almost unlimited opportunities for growth," Hall said.

Lancaster maintains the program is only an extension of Farm Bureau's longtime involvement in the agriculture arena. And as the organization continues to grow, so will the network.

"Prospects of this broadcast have been well received by the agriculture media," said Lancaster. "Texas Farm Bureau's and TSN's reputations are tremendous assets. In anticipation of listeners' interests, we are already planning programs that will focus on specific crop or commodity topics and issues."