A station with an unusual business model, whose audience mostly tunes in online, has been named Large Market Station of the Year by the North Carolina Association of Broadcasters. While Capitol Broadcasting Co. adult alternative WCLY Raleigh (1550) simulcasts on the Raleigh, NC-licensed translator at 95.7 as “That Station 95.7,” the bulk of its listenership occurs via the station app.

The station launched in May 2018 and, realizing the limited reach of its 250-watt translator signal, embarked on a campaign for listeners to download the station app. Within six months of launch, the “That Station” app had been downloaded over 6,000 times and is currently approaching 10,000 downloads.

“For the first time in broadcast history a translator/app-based station has been named Large Market Station of The Year by the North Carolina Association of Broadcasters,” a release read.

Upon launch WCLY encouraged listeners to submit names for the radio station, with the winner receiving $1,000 toward a charity of their choice. Even with over 600 entries received, “That Station” was the one that stuck.

The unique radio station eschews traditional commercial advertising. The only spots heard on “That Station” are concert announcements, which WCLY considers content. Any other advertising aired on the adult alternative outlet consists of local business owners visiting the station for an on-air discussion about music, arts, culture and how their business was started. Those interviews are edited down to shorter vignettes for additional playback.

“We are thrilled that our peers in the industry and the North Carolina Association of Broadcasters have recognized innovation and a station that took a chance,” Brian Maloney, Capitol Broadcasting VP of Radio said.