LIVE=WIN.
AKA WALTER STERLING, HOST
(NEW YORK CITY)
“All live television is better than any recorded television.” Bud Paxson as the Chairman of Paxson Broadcasting and the HOME SHOPPING NETWORK.?
A live broadcast starts out exciting. Listeners anticipate the drama and potential disaster of a live show. Radio’s inherent strength over all other media is that it is produced live. That means listeners believe a radio host knows what’s going on during every urgent moment. Listeners “give” radio the qualities of urgency, instant information, accurate to the moment facts and the go to source of news, scores, current attitudes, gossip and breaking entertainment.
Dial-testing research repeatedly reveals the appeal of LIVE Moments. When asked to turn the dial to a positive response, listeners ALWAYS turn the dial to “LIKE” when a host answers a live phone call. The longer the call, the less listeners like it!?Go to a call, listeners are happy.?Ramble, listeners like it less.
When a host answers the phone, the listener and host are even, no one knows what’s going to happen next.?Magic! Radio makes live magic best.
You’re on the air live? Say it and sell it.?Answering a live call? Say it and sell it. Live traffic, news, weather, gossip??Say it and sell it. When radio is live, it wins.
Walter Sterling SABO
646.678.1110