A local radio station is attempting to inject personality into a rather stale, music-intensive format by having its jocks deliver topical one-liners over song intros.
The jokes themselves are pretty good: timely and quick.
But there two things severely limit the effectiveness of this tactic.
1. Except for the occasional one-liner — apparently delivered according to a predetermined schedule — the jocks never say anything else aside from the basics.
So a typical hour consists of 59 minutes, 40 seconds of no personality plus 20 seconds of humorous comment. The effect is jarring.
2. Possibly because they are required to deliver the line only within the time frame of the song intro, the jocks aren’t identified within the breaks where they do the jokes.
So one song ends, the listener hears a recorded liner or jingle, another song begins, and then an anonymous, disembodied voice makes a humorous comment about something in the day’s news.
Well, who is making that observation?
Comedy without context can be only slightly amusing, at best. And definitely not memorable.
Result? Instead of delivering a “Ha!” experience to the listener, the radio station delivers a “Huh?” experience.