First Full-Time Public Radio Station in Amarillo, Texas


High Plains Public Radio




Consulting, Business Modeling, Brokerage


High Plains Public Radio acquired an FM channel in Amarillo, Texas to bring the region its first full-time public radio station, providing coverage to approximately 230,000 people.

To prepare for this expansion, High Plains Public Radio participated in Public Media Company’s More Channels, More Service project, which included 10-months of comprehensive business planning. PMC assisted High Plains in developing custom acquisition strategies based on an organizational assessment, detailed market research, and financial analysis. On behalf of High Plains, PMC contacted commercial station owners in the Amarillo market and found an FM station owner interested in selling.

With the help of grassroots initiatives, including a visionary donor and a local foundation, High Plains Public Radio was able to acquire this commercial station, which is the first full-time public radio station to serve the Amarillo-Canyon metro area. Over 230,000 people in the Amarillo-Canyon metro area now have reliable access to the quality programming of High Plains Public Radio, including NPR News and Information, jazz and classical programs.