ATTENDING PETERS BROADCAST OFFERS LESSON IN LIVE RADIO (March 26, 1986)

ATTENDING PETERS BROADCAST OFFERS LESSON IN LIVE RADIO
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Miami Herald March 26, 1986
Author: LINDA THORNTON Herald Staff Writer

Damp weather kept all but a few loyal listeners away from Shirley
Peters’ live talk show at The Hallmark condominiums in Hollywood last Friday.
But once inside the lushly decorated building’s Grand Hall (actually a small
auditorium resembling a school cafeteria), where Peters is broadcasting her
noon-3 p.m. WNWS (790 AM) show Wednesdays and Fridays through April 11, it
turned out to be a rather pleasant way to spend a rainy afternoon.

With a soft-spoken guest (Richard Eyre, who with his wife Linda has
co-authored about 20 books on parenting) and a sparse audience, the atmosphere
was almost too relaxed. It’s different on a day when celebrities such as Donald
O’Connor or Eddie Fisher, or other WNWS talk hosts, have been the featured
guests. Then, said Peters and producer Camille Sanzone, the room is full and
Peters gets to play Donahue, running out into the audience with a microphone.

“I like the input of doing the show before a live audience,” said
Peters. “I put the mike in front of them, ask them, ‘What do you think?’ and
often get people to talk who wouldn’t otherwise call in.”

Peters’ set-up at the Hallmark is basic but adequate, an interesting
display of fundamental radio.

Peters and her guest are seated behind microphones on a small stage
behind an L-shaped table, a WNWS banner stretched behind them. The engineer is
stationed at a folding card table bearing his instruments, including the phone
line that sends the live signal back to the radio station, where it’s then
broadcast through the station transmitter. Every few minutes, he scribbles on a
yellow pad and holds it up, cueing Peters for her next commercial.

On slow days, Sanzone hasn’t much to do during showtime other than plug
in and pull out the cord to the “On Air” light. Her job gets tougher when
there’s a big audience; then she has to walk around shushing people who talk
while Peters or her guest is talking.

Peters’ job is much the same as it is in the studio, that of
interviewing her guest and punching up the next phone call. One might imagine
that doing this before a gawking audience might be a little distracting to a
radio host, but Peters, who practically grew up on stage as the daughter of show
business parents, says, “I’m a ham — I’m used to it.”

On this rainy Friday, the five people who came to watch the show were
all elderly, all regular Shirley Peters listeners. None were current Hallmark
residents, which makes them just the kind of people the condominiums’ sales
staff likes to see.

Of course, that’s the reason The Hallmark has paid WNWS a promotional
fee and Peters a talent fee to broadcast her show there for the past three
winter seasons; to get prospective buyers to visit the condominiums. Visitors to
Peters’ show at the Hallmark get their valet parking card stamped for free
parking if they visit the sales office (located near the condo models). Peters
will be broadcasting from The Hallmark’s Grand Hall from noon to 3 p.m.
Wednesdays and Fridays through April 11 — longer if The Hallmark renews its
arrangement with WNWS for another 13 weeks. Her upcoming guests at The Hallmark
include: David McCallum on Friday, and local television news anchors on April 2.

The Hallmark is located at 3800 S. Ocean Dr., Hollywood.

Rogers experiments

Neil Rogers is experimenting with his show and audiences again, this
time by promising a phone-free April. Throughout April, Rogers will accept no
listeners’ phone calls on his weeknight (8-midnight) shows on WINZ (940 AM),
when the talk will be provided solely by Rogers and his guests. He will open up
the phones on his 10 a.m.-2 p.m. Saturday shows.

“It’s just an experiment to try to find out whether my philosophy about
phone calls is right, that in most cases, the calls are a negative contribution
to the shows,” said Rogers. “Sometimes I have to go through seven or eight calls
before I find one that’s interesting.”

96X sale gets initial OK

The Federal Communications Commission (FCC) has given its initial
approval to the sale of 96X (WCJX 96.3 FM) from Wodlinger Broadcasting to
Beasley/Reed Broadcast Group. However, the transaction will not become official
until an FCC waiting period of 40 days has passed. During that time, the
transaction can be appealed, which might be the case if local entrepreneur/
former radio advertising salesman Hal Martin continues his fight to attain the
frequency.

Martin was one of several parties who had applied to the FCC for 96X’s
frequency before Wodlinger Broadcasting settled the case by buying out the other
applicants for nearly $3 million.

When Wodlinger announced plans to sell 96X to Beasley Broadcasting only
three months after its purchase, Martin contested the sale before the FCC.
According to attorney Matthew Leibowitz, Martin’s complaint is that FCC
regulations prohibit the re-sale within one year of a station that has been
granted through a comparative hearing. However, 96X was not granted to Wodlinger
Broadcasting as a result of a comparative hearing; Wodlinger in effect “settled
the matter out of court” by paying off the other applicants.

Leibowitz said Martin is “looking at the potential for filing an
appeal.”

photo: Shirley PETERS
Memo: RADIOEdition: FINALSection: COMICS/TVPage: 3E
Record Number: 8601240479Copyright (c) 1986 The Miami Herald

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