Donna Land Maldonado: diversity over the airwaves. (People).

"SPEAKING AS A NATIVE AMERICAN person, I know that when turn on KRCL on Sunday mornings, I'm going to have something that I can connect to," says Donna Land Maldonado, general manager for KRCL. "I honestly believe it provides a touchstone for people who mey be new to this country, or certainly new to Utah. If they're of a specific ethnic background and they tune in and hear their music and their language, it becomes a lifeline. It gives people that sense that they're not alone, and for the general population, it provides access to something they may not have even known existed."

Twenty-four years ago, Maldonado began working at KRCL 90.9 FM radio as the Native American programmer. At the time, she made $3.10 an hour and was a single mother of four daughters. But it was the right position at the right time in her life. She supplemented her income by working for the Indian Walk-in Center doing a health survey and teaching continuing education classes.

Obviously, times have improved: Maldonado made her way through the ranks at KRCL before being named general manager in the spring of 1998. "Unfortunately, I'm out of the creative end now and I just deal with paperwork," she says with a laugh. However, Maldonado still makes time to host Le Cafe Folk each Wednesday morning and fills in on Sunday's Native American Calling program when needed.

Maldonado's background, including a sociology degree from the University of Utah, may make her more attuned to the opportunities that KRCL gives to groups who might otherwise lack a forum. "The whole concept of giving people a voice and letting those opinions and ideas come from particular communities is unique," she believes. "Ethnic people, people of color, women, or people who have different lifestyles than the norm -- you just don't hear their opinions or perceptions in any other media."

As a Northern Ute, Maldonado was attracted to the station for those same reasons. "When they said that they were going to have Native American programming, it was like 'What, you mean they're really going to have Indian music on the radio?' Surprisingly," she adds, "Native American programming has a big crossover, It does really well during our fund-raisers."

Maldonado continues, "Part of the success of KRCL is [due to] the area we live in -- it's an oasis. There's a considerably large progressive community here, and so I think that draws people in. People look to KRCL to hear something different and to find out about the community."

Under her guidance, KRCL is making other statements in the community as well, such as how to incorporate earth-friendly practices at work. "Something that we are really pleased to have done in this new building is that we operate by half windpower and we Xeriscaped around the building." They are also meeting with environmental engineers to explore the possibility of using solar power for backup generators. The rationale behind all these moves is to take a lead in environmental awareness. "We have lots of public service announcements on the air telling people how to conserve and take care of the Earth. It behooves us to be a leader in that sense, and besides, it's good for the environment."

As for the future, Maldonado and KRCL will continue to engage and enhance the lives of Utah citizens by offering programming found nowhere else. With the help of approximately 110 dedicated volunteers (some of whom have been with the station from the beginning), KRCL's mission -- to provide diversity rather than conformity, and creativity rather than mimicry -- is broadcast across the Intermountain West each day, providing a forum for individuals and businesses that have found it difficult to gain recognition through traditional media. For her part, Maldonado supports this vision wholeheartedly and concludes, "It's a challenge, and yet it's one of my great passions in life."

Heather King is a Salt Lake City-based freelance writer.