Air Checks That Don’t Suck
by Tracy Johnson
Features are one of the fastest and most effective ways to attract repeat listening. Great features provide a structure that gives personalities an advantage of familiarity and expectation. And, they allow individual personality traits to come through as character-defining banter.
But features are only valuable if they’re used as content containers to showcase the show’s character inside the feature. Many times, air talent sounds as if they are working for the feature, rather than commanding the feature to make it work for them.
You hear this often when the same feature has been on the air for an extended period of time. It becomes easy to execute, and the personalities have grown bored with it personally. The result is a flat, almost mechanical presentation.
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