MISSISSIPPI'S BROADCASTERSSERVING EVERY LOCAL COMMUNITY
| Total Generated: | $170,520,069 |
The support of WJKK-FM in Ridgeland, Miss., and seven sister stations throughout the central part of the state, helped make miracles happen for children in need of medical care. In its seventh year, the "Mississippi Miracles Radiothon" generated more than $350,000 for the Blair E. Batson Hospital for Children, which treats more than 150,000 kids each year. The money will go toward new state-of-the-art equipment and research to ensure Mississippi’s children have the best possible medical care available to them. Together in force, the stations broadcast live from the hospital lobby, where doctors, nurses, children and families are interviewed about the lifesaving work of the hospital. During the 39-hour, three-day event, on-air personalities ask their viewers to call in pledges. Money raised by the radiothon in previous years made it possible for the hospital to finish a two-story addition that houses the state’s only surgical facility designed specifically for children.
Over the years, WOKK-FM, WJXM-FM, WKZB-FM and WMLV-FM in Meridian, Miss., have made it possible for thousands of children in need to unwrap shiny, new gifts on Christmas Day. The stations support the Salvation Army’s Angel Tree by reading the Christmas wishes of a child on the air every hour of broadcast during the months of November and December. Listeners are asked to be a child’s angel by calling in to the station and agreeing to provide the items on one child’s wish list from the tree. By the end of the campaign, the stations are filled with bicycles, clothing and toys. In a single year, the effort helped make the holiday special for 1,300 children. "If it wasn’t for WOKK and its sister stations, all of my angels wouldn’t have been adopted," said Maj. Helene Wildish of the Meridian Salvation Army. "They go on air, and people just respond."
In a time of high crime statistics, WHLH-FM in Jackson, Miss., organized a community-wide event to unite Jacksonians. The "Peace and Unity Weekend and Rally" took place over three days in the summer of 2007. The station secured the support of community leaders, including the governor and mayor, and several major gospel artists. Heavy play of promotional spots, on-air interviews and an email blast to listeners brought out thousands of people for the festivities in Smith Park. In addition to music, the event included free breakfast, trolley service to and from the rally and on-site giveaways. A live broadcast from the event was followed with news reports and additional promotional spots throughout the weekend. To further promote the goal of unity, WHLH staff distributed 5,000 purple hallelujah vehicle flags prior to and during the event.
It was a day of service to honor Martin Luther King Jr., and WQYZ-FM in Biloxi, Miss., used it to encourage commitment and dedication to community. As a sponsor of the Martin Luther King Jr. Day of Service, the station broadcast from a day-long community celebration, which started with a parade and concluded in John Henry Beck Park, where members of AmeriCorps and volunteer organization Hands On Gulf Coast shared service project opportunities and activities for children focused on Dr. King’s work. In addition to the live broadcast, the station used the airwaves to encourage its listeners to make the holiday a "day on, not a day off," spreading the spirit behind Dr. King’s words, "Everyone can be great, because everyone can serve."
From football season to basketball season, WQNZ-FM in Natchez, Miss., brings its listeners "Live From the Locker Room," a one-hour show that travels to high schools throughout the community to highlight athletic programs and athlete scholars. Hosts Rosco and "Porky" Smith interview the athletes, coaches, cheerleaders, band members, officials, students and parents. In partnership with the local chapter of the National High School Football Hall of Fame Awards, an organization that gives scholarships to outstanding academic athletes in the area, the show spotlights students who have shown strength both on the field and in the classroom. The show broadcasts from schools within a 70-mile radius, giving many smaller communities exposure not often received. In addition to football and basketball, "Live From the Locker Room" has covered soccer, track, tennis, baseball, softball, golf, bowling, cheerleading and a even a chess team. The show has been a Mississippi Association of Broadcasters award winner for four years running, and WQNZ was a National Association of Broadcasters Crystal Awards Finalist in 2008.
A friendly competition between the weatherman and morning anchor from WXVT-TV in Greenville, Miss., brings in lifesaving donations for the Mississippi Blood Center. Now in its second year, the "12 Days of Giving" blood drive encourages viewers to help their favorite on-air personality win by donating blood at the location that person is stationed. For 12 days, the weatherman and anchor make daily blood drive appearances. Each summer, a similar concept pits WXVT’s morning host against an on-air personality from WDMS-FM for the "A.M. Host You Like the Most" blood drive. The two on-air personalities are put in "jail" and can only be freed by blood donations on their behalf. They compete to see who can get out of jail first. In 2007, the two efforts generated more than 250 pints of blood. "Without the generous support of WXVT through their talent and their time, countless lives throughout Mississippi would not be saved," said Rayette Serio, operations manager for the Mississippi Blood Services Greenville Division.
More than 1 million needy people have been fed through the WAPT-TV in Jackson, Miss., "Food for Families" Football Challenge, a friendly competition between area high schools organized by the station. While the state is among the nation’s poorest on a per capita basis, Mississippians are also among the most generous. People in the area also have a strong passion for high school football. Knowing this, the station designed a challenge that taps into the competitive spirit inherent in football to battle hunger. Each week, a high school football game is named the "challenge" game, and the two schools hold food drives during the week to see which can collect the most donations for the Mississippi Food Network. The Thursday before game night, both schools’ cheerleaders come to the WAPT studio and cheer for their team during the station’s 5 p.m. news. The next day, the winning school is announced by the station’s chief meteorologist at halftime. In addition to ample news coverage, the station contributes more than $25,000 in production and commercial airtime each year. Since the program began 15 years ago, more than 1.7 million canned goods have been donated to the Mississippi Food Network, providing more than 950,000 meals to the hungry. More than 185,000 items were collected in 2007 alone.
For more examples of how Mississippi’s local radio and TV broadcasters are serving every local community, please contact the Mississippi Association of Broadcasters .