Local AM Radio Station Returns to the Airwaves

It’s been just over six months since the Nebraska Rural Radio Association purchased KUVR in Holdrege, and the station is now back up to full power, has started to refresh its look and has hired a new voice for the morning show.

The NRRA purchased the station from Legacy Communications last fall and has been working to restore the 1380 AM frequency, which had been off the air for a short time. In early July, 1380 AM finally returned to the airwaves. It simulcasts with KUVR’s FM frequency, 96.9.

Craig Larson, former CEO/general manager of NRRA, said the stations feature music from the 1970s and 80s with a few 60s and 90s thrown in the mix. KUVR recently started a new “70s at 7” show each evening Monday through Friday.

“The response has been very good so far,” Larson said.

In January, Larson semi-retired and stepped down as GM of the NRRA. He agreed to stay on with the company to help with the KUVR transition.

“This is a labor of love,” Larson said. “KUVR is where I started my career almost 40 years ago. I wanted to help make sure we got things up and going again.”

In late June, KUVR had a new sign installed on the front of its brick and mortar location at 613 4th Ave. in downtown Holdrege. The sign was made possible partly from a Phelps County Development Corporation sign grant and was created by Those Blasted Signs of rural Smithfield.

 “We just needed something to catch people’s attention as they drove down Fourth Avenue,” Larson said. “And, we were happy to work with a local sign company to make that happen.”

PCDC was “easy to work with” on the sign project, Larson said, and the station greatly appreciates the grant.

Larson said more updates are planned to improve the curb appeal of the station’s exterior in the future, including new paint.

KUVR has also recruited a new morning show host. Austin Jacobsen graduated in May from the University of Nebraska at Kearney and started working at KUVR on July 1. Jacobsen, who is originally from Sidney, double majored in sports communication and exercise science and will also cover local sports for KUVR.

Dean Erickson will continue on the air part-time in the afternoons along with Derrick Johnson. Jean Issler hosts the evening broadcast.

Larson said all of the changes being made are to continue to provide local radio for the community.

During the COVID-19 pandemic, the station kept listeners up to date on the most recent reports from Two Rivers Public Health and encouraged shop local campaigns. KUVR will continue to emphasize local coverage of news, events, sports and more.

 “We want to be that type of station that serves the community,” Larson said. “We are happy to be moving forward, and we appreciate all the support from listeners and advertisers.”