DJs Don’t Have the Personality Problem

I’m writing to challenge consultant Tom Barnes’ baseless claim that today’s deejays are simple card-readers who cannot “emote a personality” (“Less Rock, More Talk on FM Dial,” Calendar, April 6). That’s an insult to me and my colleagues, who have long chafed at the ridiculous restrictions imposed on us by consultants. For too long their prevalent philosophy has been, “Shut up and play the music.” Now Barnes admits he and his ilk were wrong--that personality is the new trend! Talk is “in.”

Well, where have you consultants been? I and a host of my colleagues long have known that talk is not anathema. Yes, boring, tedious talk is, but, if one is allowed to speak from the heart in a direct and honest way, real communication takes place. That is what FM radio was originally all about! Not mouthing empty and meaningless slogans from cards, but sharing feelings, ideas and information in addition to playing great music.

Unfortunately, the consultants’ latest revelation comes a bit too late for many of my fellow deejays who’ve been forced to uproot their families and move to other cities in search of work--because consultants deemed them obsolete. I witnessed firsthand the heartbreaking dismantling of KMET--from a No. 1-rated station bursting with personality to a station unceremoniously unplugged in 1987--replaced by a deejay-less new age format with the personality of a fence post. Why did this happen? I blame consultants!

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And now the experts claim that there is a “dearth of rock talk personalities”--once again proving how out of touch they are. I’ve worked in this city for 15 years and I know a great many talented, opinionated and striking personalities who can create exciting and original programming! But are they given a chance to prove what they can do? No, they’re treated like simpletons, told to shut up or be fired and overlooked in favor of overpaid, imported, syndicated talent.

Congratulations on the “discovery” of personality, Mr. Consultant. Now loosen your grip on local talent and you’ll hear radio come alive again and be what it’s meant to be--a vital and responsive connection between people!