BBonneville International runs 22 radio stations in Seattle, Phoenix, Denver, Sacramento, San Francisco, and Salt Lake City, plus the NBC-affiliate TV station KSL TV 5 in Salt Lake City. It creates, distributes, and broadcasts local content such as news, talk, music, public affairs programming, and public service announcements, and it supports on-site live broadcasts for charities. How it works: its stations air a mix of locally produced programming and news gathered by its teams, delivering content through radio and a TV channel that serves each market. What sets Bonneville apart: decades of experience (over 50 years) and a strong focus on building and connecting communities, with an emphasis on local news, public affairs, and community outreach across multiple media in several markets. Its goal is to build up, connect, inform, and celebrate communities and families, using its broadcasts to support local information, culture, and charitable efforts.
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Founded
1970
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NAB Show: radio's podcast strategy evolves. Radio broadcasters are discovering that podcasting can do more than extend the reach of their existing programming. It can bring in younger audiences who may never tune in to their radio stations, attract advertisers who might not otherwise buy local radio, and create entirely new businesses that no longer depend on driving listeners back to the broadcast signal. For Hubbard Radio, that shift is already well underway. The company's SKOR North podcast network, built around Minnesota sports teams, has become a standalone digital business with an audience that differs from the one served by traditional sports radio. "We're just building a digital audience. We're not trying to get people to listen to the radio station anymore," Hubbard VP of Digital Strategy Jeremy Sinon said during a podcasting panel at NAB Show New York on Wednesday (Oct. 21). "The podcast network is doing well on its own without that. We don't need the radio side." Sinon said Hubbard's experience illustrates how podcasting can reach consumers who aren't necessarily listening to local radio. Its Minnesota Vikings podcast "Purple Daily" - which picked up a Marconi award on Tuesday - now generates 40,000 to 50,000 combined audio and video plays per episode, and the program sometimes releases two or three episodes a day. The audience also skews younger than traditional sports radio, with YouTube and podcast platforms introducing the program to consumers who might never encounter it on the radio dial. Cumulus Media is seeing similar opportunities in Nashville, although its strategy more directly intertwines podcasting with its existing broadcast brands. Paul Mason, Spoken Word Operations Manager said "The Install," featuring NFL analyst Greg Cosell, has helped sports "104.5 The Zone" WGFX reach younger audiences while giving existing radio listeners another way to engage with the station. "People are discovering 'The Install' on platforms like YouTube, thus discovering our brands," Mason said. "They're really helping each other grow." Turning Audiences Into Revenue Radio's growing digital audience is opening the door to new advertising products and revenue streams, some familiar to radio and others that go well beyond traditional spot sales. Hubbard uses a combination of host-read endorsements, dynamically inserted advertising and video sponsorship opportunities. Sinon said baked-in host endorsements are particularly valuable because they reach audiences whether they're listening through a podcast app or watching on YouTube. The video component also allows advertisers to incorporate product footage and other visuals into endorsements, creating opportunities that audio-only advertising can't provide. Bonneville VP of Podcasting Sheryl Worsley also stressed the need to use programmatic advertising, particularly when direct sales can't fill all available inventory. But broadcasters are also looking beyond advertising. Bonneville has launched a subscription-based "Insider Club" tied to its investigative podcast "Cold." Subscribers receive bonus material, ad-free listening, early access to episodes and opportunities to interact with host Dave Cawley. "We're a month in, but it's looking pretty positive," Worsley said. Cumulus has found another revenue stream through live events built around "The Install." Mason said its annual post-NFL-draft event features Cosell and co-host Buck Rising breaking down Tennessee Titans draft selections, with participation from the team's general manager. The ticketed event sells out quickly and attracts sponsors. Yet traditional ads remain the biggest revenue source. But since podcasts reach beyond a market, Sinon said Hubbard has discovered that sports series are particularly attractive because they can generate advertising from both local businesses and national agencies. "It's a great double dip that you can monetize on both ends of it," he said. YouTube Trade-Off During the NAB discussion, moderated by ART19/Amazon Ads Head of Partnerships and Strategy Andy Slater, panelists agreed that YouTube has become too important to ignore. Its ability to introduce programming to new listeners and viewers is changing how broadcasters develop, distribute and promote their podcasts. Radio's existing promotional reach remains another advantage in building podcast audiences. Worsley said Bonneville promotes its shows across its radio and television stations, while also encouraging hosts to make guest appearances on other podcasts, regardless of their audience size. "People who listen to podcasts listen to other podcasts," she said, making those appearances an effective way to introduce programming to new listeners. Sinon said Hubbard similarly uses its radio stations and podcast network for cross-promotion but believes guest appearances can deliver even greater results. "Promos are the lowest hanging fruit. That's the easiest thing you can do," he said. Tomorrow: Why podcast executives say YouTube has become indispensable for radio.
Gilbert upped to DOS, Bonneville Denver. - Bonneville Denver has promoted Nathan Gilbert to Director of Sales, effective immediately. "This was an easy decision and a natural transition given Nathan's proven track record," said Katie Reid, SVP/Market Manager for Bonneville Denver. "He has built trust with our sales team and made a huge impact over the past year. I'm excited to see him build on that momentum as our Director of Sales." "I'm honored and excited to accept the Director of Sales position at Bonneville Denver," said Gilbert, who has served as General Sales Manager at Bonneville Denver for the past year. "This is an opportunity to build on a strong foundation of trusted brands, talented people, and meaningful connections with the communities we serve. I look forward to working alongside our team to deepen client partnerships and help businesses achieve their goals through the power of our local media platforms." Gilbert added, "My priority is to create an environment where our people feel supported, challenged, and equipped to succeed. By investing in their development, encouraging collaboration, and keeping our clients' needs at the center of our work, we can drive lasting growth for both our partners and Bonneville Denver. I'm grateful for the trust placed in me and confident in what we can accomplish together."
NAB Leadership Foundation to honor Kidde with Corporate Leadership Award. Washington, D.C. - The National Association of Broadcasters Leadership Foundation (NABLF) today announced Kidde, a leading manufacturer of residential fire and life safety products, as the recipient of its prestigious Corporate Leadership Award for its commitment to supporting communities and helping keep people safe. The honor will be awarded during the 2026 Celebration of Service to America Awards, presented by Bonneville International and Hearst Television, on June 9 at The Anthem in Washington, D.C. Each year, the Corporate Leadership Award is presented to a business outside of the broadcast industry, showcasing an outstanding dedication to public service and corporate social responsibility. Kidde believes that everyone deserves to feel safe and protected in their homes. For over 100 years as a leading home fire safety brand, Kidde has been a pioneer in smoke and carbon monoxide detection. Today, Kidde is transforming its business through innovation, education and purpose-driven social impact. As a part of its focus on education, Kidde is the title sponsor of a new television series, Home for Good, produced in partnership with Hearst Media Production Group and Epic Entertainment and Media Group, airing weekends on ABC stations nationwide. It is a home renovation series dedicated to honoring America's everyday heroes, from first responders and military veterans to community champions. More than just a makeover show, the series bridges the gap between beautiful design and essential home safety, providing viewers with expert do-it-yourself insights and a vital focus on fire and carbon monoxide education through Kidde's team of fire safety educators. "We are proud to recognize Kidde for its extraordinary commitment to protecting families and strengthening communities," said NABLF President Michelle Duke. "Through life-saving fire safety education and programming that elevates everyday heroes, Kidde is helping deliver trusted information that can make a real difference in people's lives. Their work reflects the same spirit of service that broadcasters bring to communities every day through trusted news, emergency information and public service programming." Additionally, Kidde's Cause for Alarm initiative addresses systemic fire safety inequity by providing resources and support to at-risk communities. Kidde has donated nearly two million alarms to fire departments and communities across both the U.S. and Canada through Cause for Alarm and other advocacy efforts. "At Kidde, we believe every family - in every community - deserves the peace of mind that comes with a safe home," said Kidde President of Global Residential Fire and Safety Isis Wu. "For more than a century, this belief has guided everything we do. Being recognized by the NAB Leadership Foundation is a tremendous honor because broadcasters play a critical role in advancing this collective mission by helping our safety messages reach the families who need them most. We share this recognition with our fire service, nonprofit and media partners and with the Kidde team, who approach safety not simply as a product category but as a purpose." In addition to the Corporate Leadership Award, the Celebration of Service to America Awards will recognize local television and radio stations, as well as broadcast groups, for their outstanding public service. About NAB Leadership Foundation. The mission of the Foundation is to develop leaders, prepare individuals for careers in broadcasting and recognize the community impact of local television and radio stations. Learn more at nabfoundation.org. About NAB. The National Association of Broadcasters is the premier advocacy association for America's broadcasters. NAB advances radio and television interests in legislative, regulatory and public affairs. Through advocacy, education and innovation, NAB enables broadcasters to best serve their communities, strengthen their businesses and seize new opportunities in the digital age. Learn more at nab.org.
Dielectric and SCMS help Bonneville bring Farnsworth Peak FM master system to life. Mar 4, 2026 New installation pairs RingMaster(TM) broadband antenna technology with a compact manifold combiner design to strengthen FM and HD Radio performance RAYMOND, Maine, March 3, 2026 - Dielectric has delivered a major FM infrastructure upgrade for Bonneville International with the installation of a new master antenna system outside Salt Lake City. The Dielectric RingMaster(TM) broadband FM and custom manifold combiner system supports 13 FM radio stations broadcasting from Farnsworth Peak, among the most historically significant broadcast sites in the western United States. Bonneville International operates three of the stations on the system (KSL-FM, KSFI-FM, and KRSP-FM) and led the project to modernize the site's master antenna infrastructure and strengthen RF performance. Bonneville's engineering team identified that an aging master antenna system on the tower was reaching end-of-life and was not originally designed to modern HD Radio requirements. "We were looking at a master antenna that was 40 years old," said Aaron Farnham, Regional Director of Engineering, Bonneville International. "It was never designed for digital and we knew we were pushing the edge of what it could reliably handle. We decided it was time to replace it with something that could support every station on the system and improve overall efficiency." Bonneville evaluated multiple antenna manufacturers with goals that included enabling all stations to achieve improved coverage using smaller, more efficient transmitters, while also supporting HD Radio insertion levels that better match modern broadcast standards. Farnham said Dielectric distinguished itself through a consultative engineering approach that addressed both RF performance and the unique physical constraints of the site, with additional sales support through Dielectric's partners at SCMS. "The one that impressed us was Dielectric," Farnham said. "Their follow-up questions demonstrated a clear effort to understand our objectives and the rationale behind our approach. Rather than issuing a generic quote, they positioned themselves as a true partner, focused on ensuring the RingMaster design was the right strategic fit." Dielectric's RingMaster technology builds on the company's DCR side-mounted ring antenna designs and introduces a new broadband concept that blends half-wave and full-wave spaced arrays. That diverse wavelength spacing helps FM broadcasters maintain full FM bandwidth performance with fewer radiating elements while offering broadcasters greater control over directional elevation patterns. The Farnsworth Peak RingMaster antenna is side-mounted on the tower and the existing combined antenna system will remain in place as a backup. Dielectric also performed detailed tower surveys and modeling to account for surrounding antennas and tower structures that could influence final coverage patterns. The project also included installation of a new Dielectric manifold combiner inside the RF building. The thoughtful design merges 13 FM signals in a compact footprint, enabling Bonneville and the other tenant broadcasters to support a large master system without requiring facility expansion. "The combiner style allowed us to fit 13 stations in a relatively small space," Farnham said. "They stacked the combiners and designed everything to minimize how much space it took inside the building." Farnham adds that the performance improvements are already evident in both analog FM and HD Radio reception across the Salt Lake City market. "The HD Radio signals are exceptional," he said. "In areas where analog traditionally drops out due to terrain, HD Radio now remains solid. Even operating at -14 dB, the digital signal holds reliably. Overall, broadcast audio quality has improved across the board. SCMS worked closely with Bonneville and Dielectric throughout the procurement process and provided customer support flexibility that helped keep the project on schedule as a turnkey project. "They're always a good partner," Farnham said. "They helped guide the sales process and worked in partnership with Dielectric on what the right solution should be." SCMS also worked with subcontractors Intelligent Design and Turris Services to help execute the project. "RingMaster and our manifold combiner technology reflect the direction of today's FM master antenna system design, helping broadcasters reduce complexity and tower loading while improving broadband performance, pattern control, and long-term operational efficiency," said Keith Pelletier, President of Dielectric. "Bonneville International's Farnsworth Peak installation is a cutting-edge example of how broadcasters can optimize multi-station FM and HD Radio delivery through a single master system, made possible through close collaboration between Dielectric and our trusted partners at SCMS." About SCMS SCMS has been your Broadcast/AV Equipment Solutions provider since 1976. Customers come to SCMS from professional radio, audio/visual, television broadcast, educational and religious venues, for informed solutions and great broadcast gear. SCMS has the answers to your product needs for remote broadcasting, streaming audio, video and more. Dielectric, Inc. has 14 sales reps and broadcast engineers across the US and Latin America with its corporate office located in NC. Its manufacturers list is over 500 strong. Visit https://www.scmsinc.com for more details. About Dielectric Based in Raymond, Maine, Dielectric LLC is a wholly owned subsidiary of Sinclair Broadcast Group. Dielectric is a leading provider of innovative broadcast products. The company has been building and delivering antennas and RF systems optimized for every TV and FM radio broadcast need since 1942. Dielectric is an innovative, customer-centric organization with a long history of engineering excellence in designing and manufacturing high-quality broadcast solutions. As a trust partner of broadcasters worldwide, Dielectric maintains its legacy of advanced, precision RF solutions while building in features that prepare broadcasters for the future. More information can be accessed at www.dielectric.com.
Bonneville International launches Bonneville Sports Network: A unified multi-market sports advertising platform. SALT LAKE CITY, UT - - Bonneville International today unveiled Bonneville Sports Network, a powerhouse platform built to connect brands with sports fans everywhere by uniting the company's premier sports brands into one streamlined solution that allows advertisers to buy nationally across markets or fully own their local market. The platform brings together Arizona Sports, Seattle Sports, Denver Sports, Sactown Sports, and KSL Sports in Salt Lake City, delivering more than 63 hours of live sports programming every day across audio, video, digital, and social channels. "Bonneville Sports Network gives advertisers both flexibility and scale," said Tanya Vea, President & COO, Bonneville International. "Our network reaches fans wherever and whenever they engage with sports, across every platform. Advertisers can now leverage that strength in a way that aligns with their goals, whether they're pursuing national reach or meaningful local impact." Fans will continue to experience each market's established sports brand, while Bonneville Sports Network gives advertisers a single point of access to these passionate audiences across every format and device. Key highlights include one-buy access to all five iconic sports brands, cross-platform coverage across audio, video, digital, and social, trusted local voices that resonate with fans, and premium, brand-safe environments built around live sports content. "This platform creates a unified opportunity for advertisers," said Aleece Southern, Vice President, Digital Sales, Bonneville International. "Bonneville Sports Network connects five powerhouse markets, enabling brands to reach millions of fans with one buy or go deeper in a single market through our local sports brands." Learn more and see how Bonneville Sports can help your brand reach passionate fans at Bonneville Sports Network. About Bonneville International Corporation Bonneville International is an integrated media and marketing solutions company dedicated to building up, connecting, informing, and celebrating families and communities. Founded in 1964, Bonneville currently operates radio and TV stations, local websites, chart topping podcasts and other digital distribution assets in western U.S. markets. Headquartered in Salt Lake City, Bonneville is a subsidiary of Deseret Management Corporation. For more information about Bonneville International, please visit www.bonneville.com.
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Industries
Company Size
501-1,000
Company Stage
N/A
Total Funding
N/A
Headquarters
Salt Lake City, UT
Founded
1970
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