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Peter's response to clarify what James Cridland wrote makes some very good sense. I for one was also up in arms with James' column, however the way Peter has interpreted his column has put a better slant on the point of the exercise.
Let's put it another way in particular to breakfast radio. Nowadays it seems to be "What's your opinion? Call us on xxx-xxx and tell us what you think". Not so long ago breakfast radio was full of well written, produced and FUNNY sketch comedy. Now that was entertainment. I pine for a breakfast team that makes radio fun & pokes fun at anyone & everyone, not slickly produced, "technically perfect" robots where the listener does half the work.
Tim Lee (Hit 92.9) recently put up a video showing Tips n Tricks for Zetta which I think might bridge the gap on this topic.. https://www.facebook.com/TimLeeOZ/videos/217605938795418
ED: Thanks, we have shared it on our socials.