Originally Posted by
Unique
i don't listen to radio myself as i'm a huge music fan, so hearing people talk over records, tell me the time and weather every five minutes, plus jingles, adverts and the same 5 songs played every hour is my idea of hell. but, i used to be friends with a lot of people who worked at a radio station, including a few of the dj's and the guy who did the breakfast show (which apparently is the most listened to show on most stations) explained that asides from rules dictating how much music they could legally play in an hour (which presumably varies in different countries as they will be licensed differently), they did research that showed that most listeners wanted to hear chat as radio unlike tv was more seen as a companion of sorts to people either home alone, getting read for work, travelling to work, and at work itself, and the chat and call ins and requests made people feel more inclusive
the people i knew weren't big stars, and being radio few people knew them from adam when in person. even at one or two live outside broadcasts i was at, they were relatively left alone, but they got letters and calls to the studio, based on their on air personality and what they said on air, so people did pay attention to the voice. i doubt the BBC would be paying huge sums to people like chris moyles (not a particularly nice in person in my experience - and he's very short too) if the personality didn't matter