When the FCC granted a request by Chicago Public Radio to boost their wattage by 7 times, the team led by president Tony Malatia decided that they would use the new broader reach to tap into a demographic that is not traditionally known to listen to CPR – young, non-whites. Though this is not a unusual goal, it is a lofty one and Malatia and his group of talented producers, DJ’s, and program managers have come up with an interesting approach. They are hoping that the viral marketing that has brought success to YouTube and MySpace can bring them some luck as well. No set playlists or pre-programmed elements. Instead, hosts will be given two hour long blocks which they can direct as they please. Listeners will be able to upload their own music and other content to the website, affording millions of garage musicians a chance for some radio playtime. Chicago Public Radio and their tongue-in-cheek SecretRadioProject (password: newcitizenband) could very well change the landscape of radio.

Via Time Out Chicago, thanks Kedar!