MARSHFIELD, WI (OnFocus) – The future of a proposed low-power FM radio station in Marshfield remains uncertain as city community media officials evaluate fundraising progress, long-term sustainability, and public feedback tied to the project.
Marshfield Broadcasting, operating under the City of Marshfield’s Community Media and Communications Department, was previously granted a Federal Communications Commission construction permit for WIBR 93.1 FM, a low-power station intended to provide local programming, music, and community information. However, the station has not yet been constructed, and officials say only a portion of the funds needed to bring it on the air have been raised.
In a recent public update, Community Media Coordinator David Ballerstein explained that the project faces a limited timeline. FCC permits require stations to be constructed and operational within a set period, and if that deadline is missed, the frequency would be unavailable for reapplication for another seven to ten years.
Ballerstein said the city was granted a license to construct WIBR 93.1, a low-power FM station intended to serve the Marshfield area, but that construction has not begun and only a small portion of the required funding has been raised.
According to Ballerstein, start-up costs include a transmitter, antenna, professional tower installation, and a basic studio setup. Additional plans, such as a secondary community-access studio, would depend on whether fundraising exceeds minimum construction needs. He also emphasized that community radio depends heavily on public involvement, both financially and through participation.
The project has prompted discussion among residents, particularly regarding its necessity, funding structure, and long-term impact. Community members questioned what communication gap the station would fill, given Marshfield’s existing digital communication tools and privately operated radio stations.
Community media officials have stated that the project is not funded by property taxes or the city’s general fund. Instead, public access media in Marshfield is supported primarily through cable franchise fees, which are paid by cable providers for use of public rights-of-way. Officials acknowledge, however, that those revenues are declining as fewer residents subscribe to cable television.
In responses to public questions, city representatives stressed that no taxpayer funds would be used for the station’s construction or operation. Any financial support would be limited to franchise fee revenues and sponsorship or underwriting. They also noted that the project remains under evaluation and could be scaled back or discontinued entirely if funding or public benefit benchmarks are not met.
City officials described the proposed station as a supplemental communication platform rather than a replacement for existing emergency alert systems such as Wireless Emergency Alerts. They cited principles of redundancy and accessibility, noting that FM radio can function during internet or cellular outages and does not require smartphones or data plans.
Some residents, however, challenged that rationale, arguing that Marshfield already has multiple locally focused radio stations and effective digital alert systems. Others raised concerns about committing limited resources during a period of broader financial pressure on the city, including public safety infrastructure costs and voter-approved referendums.
Tom Loucks, the City of Marshfield’s Communications Director, said community media and city communications operate with minimal staffing and funding. He noted that both functions together represent a fraction of the city’s overall budget and that declining franchise fee revenue threatens not only the radio proposal but the city’s broader communication capacity.
Loucks said the proposed radio station would be another way to share information with residents and noted that the communications and community media functions operate with two staff members and volunteers.
Community members continue to voice differing opinions on whether the radio station represents a valuable investment in local communication or an unnecessary expansion during a tight budget cycle. City officials say the ongoing fundraising effort is part of a broader evaluation process to gauge public interest and determine whether the project should proceed.
A final decision must be made before the FCC construction deadline expires. If the station is not built by that time, the license will lapse, effectively ending the project.
Residents interested in learning more or providing feedback are encouraged to contact Marshfield Broadcasting through the city’s community media office or visit marshfieldbroadcasting.com or call 715-486-2071 for additional information.
Author: News Desk
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