An interesting take on terestrial vs internet radio.

[SaltyDog]

There is more to doing radio than knowing how to use the equipment. In fact, that's the easy part.

Without knowing how to use the equipment, a person never gets the job. Imagine trying to get a job in radio saying: "I'm very talented I just don't know how to use the equipment."

 

[Goat Rodeo Cowboy]

There is more to doing radio than knowing how to use the equipment. In fact, that's the easy part.

Without knowing how to use the equipment, a person never gets the job. Imagine trying to get a job in radio saying: "I'm very talented I just don't know how to use the equipment."

This is a debate with no end. If you will look in the dictionary under "Users of broadcast equipment" you will probably find my picture along with a definition of what it means to be able to use the equipment. But I could never quite make the cut... at the level I wanted. People with the right talent could take home the prize even though their "use the equipment skills" were pretty lack-luster.

Once you've been inside as many radio stations as I have, you may come to the conclusion I did: Broadcast ownership and management basically have no love or appreciation for equipment and how it should be used. They have love and appreciation for those who can bring the talent to the table... including sales and marketing talent in particular.

 

[SaltyDog]

But I could never quite make the cut... at the level I wanted.

Wanting to make the cut at a certain level, or not bothering with it, makes perfect sense to me. I was never on the air and never aspired to be. What I find remarkable is the number of people I encountered who had little discernible talent other than the fact that they wanted to be on the air, they could talk and they worked cheaply enough to stay employed. They are like those guys who play minor league baseball their entire careers but can't give up the dream of the majors until they are too old to play even in the minor leagues. Same with actors. There are many thousands of actors with SAG cards who barely scrape by but few who make a significant living and fewer still who are affluent.

People with the right talent could take home the prize even though their "use the equipment skills" were pretty lack-luster.

I wouldn't expect it to be important once an air personality achieves a significant level of success as measured by ratings, but for getting started I would think it is essential.

 

[PirateJohnny]

There are two (what I call) aspects of "using the equipment". There are what I call "the mechanics" and "the aesthetics". Anybody can learn the mechanics: what pot to turn up, how to crossfade, etc.. The aesthetics are where talent comes in: making it sound seamless and flow smoothly.

 

[GeneSavage]

The aesthetics are where talent comes in: making it sound seamless and flow smoothly.

Nobody, and I mean NOBODY cares about this anymore. The computer does all the segues, and may even time out your break to "hit the post" if you voicetrack (as many do).

I could run six cart decks like a MOFO... and it means exactly zero to those I've applied to for the past 10 - 15 years.

 

[PirateJohnny]

The aesthetics are where talent comes in: making it sound seamless and flow smoothly.

Nobody, and I mean NOBODY cares about this anymore. The computer does all the segues, and may even time out your break to "hit the post" if you voicetrack (as many do).

I could run six cart decks like a MOFO... and it means exactly zero to those I've applied to for the past 10 - 15 years.

But, who programs those segue points in the songs? If you're editing a spot or promo, it takes an educated ear to get all the mix just right the first time.

For my own entertainment I have an automation program on my computer playing all my music along with jingles and V/O drop-ins. It didn't run "right out of the box". I had to do a lot of work before I got it to flow right.

And you're right. Most, if not all, upper management doesn't care about the "aesthetics" any more. And then they wonder why their "so-so" program doesn't attract and keep listeners.