National media is once again in Wichita Falls shedding the spotlight on Texoma's devastating drought and how residents are banding together in an effort to make sure every drop counts.
The Weather Channel is running a series on the drought crisis in Wichita Falls but more importantly what residents are doing to raise public awareness on the region's crippling issue.
The crew spent the day with Keith Vaughn, radio DJ for The Bear 104.7.
Vaughn has received praise for The Bear's "Rain Song".
He says a "rain song" like Led Zeppelin's "The Rain Song" or Foreigner's "Jukebox Hero" plays somewhere in the hour, every hour, and is rain related.
Vaughn says the song can have rain in the title, its lyrics, the band's name or allude to the idea of rain.
He says says it's a simple way of talking about the region's biggest issue and encouraging water conservation efforts.
"Many times, I don't know about you, but I'll be at home brushing my teeth and I'll have that water rolling and I'm like, 'Oh, turn that off'," Vaughn says. "I know better than that. It's the reason being that I'm reminded through the media and through the newspaper and TV and radio that we need to conserve water."
A move Weather Channel Senior Producer Stephen Neslage says shows listeners the value of the precious resource.
"We've heard people today say that now they use to view water as just a recreational activity for the boating or swimming pools but now there's so much less of the resource available, that it's now more like oil or gold," Neslage says. "It just has a much higher value."
Neslage says the weather plans to run its series on Wichita Falls drought sometime next week.
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