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KDIV is a resource of The Voice of Diversity, a non-profit organization founded aroundthe principles of education. The mission of the organization is to be a "voice" for minorities within the Northwest Arkansas Community. KDIV 98.7 will feature an urban contemporary format that highlights cultural diversity across its services area. The station will offer a commercial-free radio station that targets African America, Hispanic, Asians, Bi-racial, and Millennial whom prefer urban, R&B and soul-based entertainment.