>(Dumbed-down, third-grade verbage follows to include broadcasters who just
>don't seem to understand the concept. Non-reprobates, please bear with me...)
>You must idenfity your station, once an hour, as close to the top of the hour
>as possible in a natural break in program offerings.
>Where's the ambiguity in this? I've actually had Pds tell me the following:
>Well, that means at the beginning or end of a music sweep.
>Quarter of (the top of the hour) is close enough.
>Our image sweeper counts.
>The FCC doesnt have to survive in this market.
>....and the list goes on.
>It really seems so simple. The FCC allows you SO MUCH room to program and
>be creative. They've even dropped the PSA requirements. Why is it that these
>Pds and consultants can't abide by these brutally simple rules.
I have long wondered just what the deal was that made programmers hate top
of the hour ID's. If you're a music station, an ID doesn't interrupt a music
"sweep" any more than a jingle, a liner, or the other stuff that gets inserted
in between songs that the listener thinks is a commercial..but we in the industry
don't consider to be "commercials" (promos, etc.).
Besides, most people have grown up looking for that top of the hour id
as a sure way to 1)know the time 2)know what station they've got-especially if
The only stations that have ANY justification in fearing top-hour ID's are
those that are suburban signals trying to beam into big city markets. Even
then, the FCC allows the other cities to follow city of license so it can be
a positive if done right.
I really think the only reason that programmers try to cram the ID in the
strange places they do is just some bizarre authority complex. Just as we
rebelled against our parents if we could get away with it, PDs tend to
want to do the same thing with this issue. I think programmers and consultants
would change their mind if compliance officers starting writing a ton of
>W G L AM/FM
>Fort Wayne, (just became market #93!!!) Indiana
>Amy L. O'Toole N8XDL Greetings from the
>Case Western Reserve University North Coast of
>Cleveland, Ohio America!
>***The opinions expressed aren't anyone else's...although they should be.***