Ad-funded shows rely on the talent

The spokespeople in Caroline Parry’s article on advertiser-funded programming (MW April 8) missed one key message: “It’s about the talent.”

The key reason why radio programme directors accept outside programming is usually talent. Murray Walker is a brilliant example; an advertiser-funded programme with him was aired on 75 stations simply because “it’s Murray”.

Howard Bareham was a big part of one of our early advertiser-funded projects. “Big Bother with Tango” featured John Culshaw’s and Francine Lewis’s brilliant celebrity characterisations. Both would have been too expensive for commercial stations to invest in singularly.

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