Our Local Link to Community, Culture, and Country
For Jim Schwertner, a man who’s spent much of his extraordinary life in the cattle business, radio was always a fascination. Today, Jim and his managing partner Steve LaukHuf are bringing something remarkable to Central Texas — an independent radio station that is laser-focused on the needs of its community. Their new endeavor, KRXT radio, is a place where tradition meets innovation.
This terrestrial station operates out of Taylor and reaches the heart of Milam, Lee, and Williamson counties. It is quickly becoming a hub for local information, community stories, and the agricultural heartbeat of the area. “We are not media; we are community,” Steve says. “We’re part of the population and the heartbeat of these counties because we provide something Austin-based media outlets just can’t — true local service.”
Jim and Steve’s broadcast endeavor began with a shared vision to return local radio to its roots — creating live, relatable, and community-focused content. Having collaborated over the years to support Capital Land & Livestock in Schwertner, they also share strong connections with local media favorites like Bob Cole and many others.
Terrestrial Lifelines
Steve’s passion, in particular, was born of his experience on “Terrible Tuesday,” a day that solidified his belief in the vital role radio plays in connecting and informing communities.
In 1979, a devastating tornado ravaged Wichita Falls, and the only reliable source of information during the chaos was the local radio station. “It left a mark on me,” Steve says. “Radio was the only thing that had power when everything else went dark.” The storm nurtured a belief in the power of radio to keep communities connected, especially in times of need.
Years later, when the opportunity to acquire a local radio station arose, Steve walked into Jim’s office, microphone in hand, explaining, “This is our new cowboy network.” After purchasing the station, they rebranded it and repurposed its signal to cater to rural communities and farmers along the fast-growing US-79 corridor. With heavy investments in technology, they now boast a platform where listeners can tune in to a wide variety of programming—anywhere in the world, at any time.
“We’ve got an app now. You can listen to us wherever you are and we’ve already had 32,000 downloads,” Steve says. “It’s the ‘Crystal Clear Country’ signal from Hutto to Temple, and we’re working on extending coverage from Giddings to Schwertner. And, thanks to Starlink, we’re even heard on the International Space Station!”
Timeless Impact
Despite all the technological advancements, Jim and Steve are firm believers in the unique power of traditional terrestrial radio. In an age of podcasts, streaming services, and digital media, they see the station as a lifeline to community connection—a place where local news, high school sports, and agricultural updates still hold the most weight. “We’re different,” Steve says. “You can listen to corporate radio anywhere, but we’re serving up the local things — high school football games, Ag reports, and issues that matter here. That’s what people need.”
Fresh & Local
The station’s programming wholly reflects this commitment to local service. In the mornings, listeners can tune in to “Talking Texas Ag,” a 90-minute block dedicated to farming and ranching news. This is followed by a mix of country music, including a nod to the area’s Czech and German heritage with a daily dose of polka. And the local news isn’t just about what’s happening; it’s about what affects people’s daily lives—from local ordinances to agricultural trends to weather forecasts that directly impact the region’s crops and livestock.
This month, the station is launching “Hometown Highlights,” a program focusing on local leaders and heroes in the community. The show will feature city managers, county judges, and other figures who are making a difference in their hometowns, and it’s all about fostering a sense of local pride and connectedness.
Voices for Change
As the station continues to grow, so does its commitment to community service. Recently, the station aired a segment about a proposed rendering plant in Lee County that was threatening to impact local water sources. The segment spurred an outpouring of community support, leading to hundreds of protests and official complaints filed with the Texas Commission on Environmental Quality (TCEQ). “That’s the kind of platform we want to give people,” Jim says. “It’s not just about music — it’s about helping people protect what matters to them.”
The station’s future is bright, with plans to continue expanding programming to meet the needs of its listeners. Jim and Steve are working on new weekend shows about outdoor programming, featuring hunting, fishing, and other rural interests. They’re also working on a faith-based show and a Tejano music program to reflect the region’s multicultural population.
Jim and Steve agree they are proud to be a part of this community. “Our goal isn’t just to make a profit — it’s to make a difference,” Jim says. “The people here appreciate and support us because they know we’re here for them.”
As the station continues to evolve, both men agree that the key to its success is its consistent local content. Whether it’s covering local high school sports, reporting on agricultural markets, or just playing the kind of music people want to hear, the station remains deeply rooted in the community it serves.
“I’m excited for the future,” Jim says. “Radio’s not dead — it’s alive and well, and it’s stronger than ever in the places that really need it.”
While the Cowboy Broadcasting Network may be a small station, it already has a big footprint. And for the people of Milam, Lee, and Williamson counties, it’s a source of pride, connection, and community — a place where everyone can be a cowboy and cowgirl at heart.
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