In the age of endless streaming options, one Durango radio station is tuning in to an unexpected audience: dogs.
On Wednesday, Hutton Broadcasting launched “Doggy FM” on 99.7 FM in Durango – a radio station dedicated to dogs and their owners.
Hutton purchased nine Four Corners radio stations in April 2023 from American General Media.
Doggy FM puts an end to a Top 40 station that historically broadcast on that channel.
“We were looking to change the format and go with something that's going to be appealing to Durango,” said Hutton Broadcasting General Manager Jack Llewellyn.
It is one of Llewellyn's initial projects since becoming the general manager of Hutton-owned radio stations, following 17 years as the CEO of the Durango Chamber of Commerce.
With many Durango residents being dog owners, Llewellyn saw it as the ideal opportunity to engage listeners at a time when radio is facing stiff competition from podcasts and music streaming services.
A report from Nielsen and Edison Research shows younger demographics are starting to shift more toward on-demand options, with only 45% of listening time dedicated to radio among the 18 to 34 age group.
For people over 35, radio remains dominant, accounting for 74% of their listening time, while podcasts capture 13%, music streaming 9%, and satellite radio just 4%.
The station's programming is designed to comfort, engage and support in ways that traditional radio cannot.
One of Doggy FM's key features is a collection of soothing music with soft melodies and rhythms, specifically created to help alleviate stress and anxiety in dogs.
Many owners have started leaving the TV on with YouTube videos featuring calming sounds or nature soundscapes. It’s a way for dogs to feel like they’re in a peaceful environment while their owners are away.
Now, owners can simply tune their radios to 99.7 FM, giving their dogs a personalized listening experience.
“We believe that dogs deserve to enjoy the same level of entertainment and enrichment as humans,” Llewellyn said. “By creating a station specifically for them, we hope to provide a valuable resource that enhances their quality of life.”
With sounds like chirping birds and flowing streams, these soundscapes can replicate a natural environment and are supposed to simulate hiking in the San Juan Mountains.
Llewellyn said the station is not just for dogs; humans can also relax with the sounds of a rain forest, birds chirping, light thunder and waterfalls.
For the most part, advertisers have continued to run their ads on the channel, recognizing it is a fun thing that will still attract human listeners, he said. But some have wanted to move their advertising to a different station.
The station has partnered with Creature Comforts, which donated three gift baskets valued at more than $200 each. Listeners can visit www.visitfourcorners.com to register to win for a drawing.
“We’re having some fun,” Llewellyn said.
The station will also play dog-oriented popular music, Llewellyn said, offering George Thorogood’s “Bad to the Bone” as an example.
The station also includes informative segments on dog care, training tips and intriguing facts about the canine world. This educational content empowers pet owners to stay informed on how to best care for their furry companions.
Listeners can also stream Doggy FM through 99.7FM’s Facebook page.
tbrown@durangoherald.com
Deputy Editor Shane Benjamin contributed to this report.
