A recent upgrade has allowed a local radio station to really rock.

Based in Pittsburg, Kan., KHST Real Rock 101.7 has increased its wattage since its existence as KJML 99.1 from 3,000 to 25,000 watts.

Mike Snow, program director, said 101.7 can be received all the way to Springfield and 15 miles outside of Kansas City.

“Everybody’s been really excited that they can pick us up now,” Snow said. “We were drawing from such a nucleus of kids.”

Missouri Southern students have also noticed the advantages of the upgrade.

Sarah Schlink, freshman pre-vet major, used to live in Pittsburg and is one of those students who appreciates the improvements.

“I think the reception is better,” she said. “Their range is better.”

Since moving to Joplin, she said she listens to its rock station, 105.3. But she now plans to start listening to 101.7 more.

Snow said the station has received a good response since the upgrade, and many new listeners have called in from towns across the area, including Lamar, Greenfield and Neosho.

The station applied for the upgrade in 1997. It took five years to work out all the details.

“We had to submit a ton of paperwork to the government,” Snow said. “We finally got approval last February.”

Due to weather and equipment problems, it took another 11 months for 101.7 to function. Jerry Tibbetts, station engineer, said the new equipment cost the station $77,000.

In addition to the increased reception, Snow also thinks Real Rock will now appeal to more advertisers in Joplin.

“There are a lot of businesses in Joplin,” he said. “Pittsburg doesn’t have much to it.”

With the upgrade, 101.7 became an Arbitron-rated station.

“Now we actually have a chance to do promotions in Joplin,” Snow said. “We have a better chance to get regional and national advertising.”

Along with the wattage and advertising changes, Real Rock will also amend its programming and promotions.

Although 101.7’s signal is based in the central location of Lamar, it advertises itself as a Joplin station. In addition, Todd Loveland, sales manager, said the station will soon undergo personnel changes, although the current staff will stay.

“We’re going to add on and have more of a live staff instead of voice tracking,” Snow said.

During the station’s rating period from April until the end of June, Snow said more commercials for the station will be aired and it will sponsor more concerts.

With all these changes, Snow thinks 101.7 will be more competitive with other rock stations such as 105.3 out of Joplin.

“They went from being the big boys to being a little smaller,” he said.

Although the station is making advancements, Snow still wants it to remain a station with unique qualities.

“We want to be known as the concert station, the live music station,” he said. “They’re (105.3) corporate rock. We’re independently owned. That’s our niche. That’s what radio is supposed to be.”

Johnny Duratt, program director for 105.3, said he has not noticed more competition from 101.7 yet.

“But they’ve only been playing hot and heavy for about a month now,” he said.

Duratt said although more competition from 101.7 may occur, 105.3 has no plans to make any changes to its format.

Although both stations play rock, he believes their styles are different.

“They’re a lot harder,” Duratt said. “They play a lot of music I have no idea what the hell it is.”

Snow agreed on the difference in style.

“If you like rock, you like us,” he said. “If you like power pop, you’ll like 105.”

Schlink said 101.7 “brings a better variety of music you don’t hear everywhere.”

Snow believes the station can eventually take over as the dominant rock station in the area.

“It’s going to take time,” he said. “But I also find out on a daily basis that more and more people are listening.”