Radio callers bring listeners and a voice to the table. Because anyone can call, it makes the radio hosts seem more personable. With more personable hosts comes more listeners because it makes us feel like the host is a "normal" guy like you and me. Having an outside voice on the show makes even a listener who isn't calling in feel like they are part of the show.
A unique example of this is WEEI's "Whiner Line." It gives the listeners a chance to publicly vent or make fun of the hosts of the show, the athletes of Boston, or sports news around the world. It gives all the power to the audience, and the hosts of the show have to sit there and take everything that is said. Not only is it a way for the listeners to vent, but it is one of the more entertaining segments on Sports Radio. Some of the stuff is literally laugh out loud rude, crude, and over the line comedy.
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