Feature: The Phone Jibba

Feature: The Phone Jibba

by Tracy Johnson

If a radio show can be known for just one thing, what would you choose? It’s a pretty easy answer. Research proves making listeners laugh is the most valuable attribute of all characteristics on the air. But being truly funny is easier said than done. Fortunately, here’s a solution that works for just about all radio shows: The Phone Jibba.

The phone jibba is a prank call feature. Prank calls and features about relationships are the most popular on the radio. But weak or inconsistent prank calls are dangerous.

And that’s usually the problem. Most prank calls are either not funny or mildly humorous. Or, they may be funny but not have a compelling story to lead listeners through the feature.

And they’re hard to do well. That’s why even personalities who are good at prank calls often just do them once a week. But that doesn’t work.

Daily Prank Calls

To be successful, a prank call feature needs to be on every single day, and that’s a grind. Doing it once (or even twice) a week won’t get it done.

Coming up with ideas each day, creating a truly funny prank call and delivering a consistent feature day after day is hard. Most stations slam into a creative wall.

One of my client stations was competing with a new upstart morning show. They sounded good, but were far behind our station. Research showed that their show was growing, but all of the progress was because of their prank call feature. It wasn’t just their most popular segment. It was the single most popular feature in the entire market.

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Suddenly, to our surprise, they stopped doing it. We couldn’t believe our good fortune. Why would they take off the one thing that was keeping us up at night? We later learned it was because they simply ran out of ideas after a couple of months. They couldn’t keep it going.

What’s a Phone Jibba?

The Phone Jibba is a feature created by Rick Morton, host of the top-rated morning show Morton In the Morning on Z90/San Diego. The feature has been the primary driving force behind the show’s success.

You’re probably wondering about the name: What’s a Jibba? It’s simply a made-up name that catches on very quickly.

Morton explains:

The Phone Jibba is a wildly successful feature. Here’s an example of what a few episodes sound like on the air:

The Jibba works for Morton because of several key factors:

  • It’s truly funny. Every day. Each episode is creative and laugh-out-loud funny.
  • Each storyline has several layers. The story builds through several phases, and always ends on a high point.
  • It’s good natured. Many phone prank features come off as confrontational, mean-spirited or leaving the person being pranked feeling like a victim. These calls never do.

It’s not easy creating a daily, high profile and truly funny feature. It takes a lot of time to create the finished product. But it’s worth it.

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Get The Phone Jibba

Here’s the great news for you. The Phone Jibba can be on your show. It’s now available in syndication.

Each weekday, you get a fully produced, ready-to-air feature that could become the One Thing you become known for. This is a great way to add a daily funny element to your show. It works for multiple personality shows, and can be a terrific addition if you’re a solo show.

The Phone Jibba is market exclusive and available now for a monthly subscription fee or by barter. You can get details, hear samples and sign up for a one week free trial here.


Syndicated features are a great way to add personality to a radio show, and this is one of the best I’ve ever heard.

If your station wants to grow an image for being funny, this is a great way to get a head start. If it’s available in your market, try to get on it as soon as you can.

Author: Tracy Johnson

Tracy Johnson specializes in radio talent coaching, radio consulting for programming and promotions and developing digital strategies for brands.

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