Oops. Uh, Wrong Audio.
I live in Los Angeles. There are great radio station here with remarkable talent. There are also bad radio stations and forgettable talent. What drives me crazy when I listen to the radio – regardless of the market size – regardless of talent ability – is when audio mis-fires.
In the past two days I have heard two newscasts; one on KFI and one on KABC. In one case the wrong sound bite played twice in a row and in another there was dead air and the announcer uncomfortably asked out loud, “can you say that again?” In both cases, the talent was awkward and uncertain. It made me question the credibility of them and the stations they work on. I hear this happen at least once a day in this market on a variety of stations (and embarrassing as it is, it happened at KSPN while I was PD).
What is so frustrating is that it is preventable. Do yourself a favor. Before going on the air; double and triple check your audio, put it in the correct order, make sure it’s cued, be sure the pot is keyed into program and the levels are set. This is radio 101, yet everyday in every market in America these types of mistakes are made. Audio is our life-blood. It’s how we tell stories. It’s supposedly what we do best, though when I hear mistakes like these in a major market like Los Angeles I begin to wonder if we are truly audio experts or if that’s just we have told ourselves.