On-air talent are people/personalities that have been hired to be broadcasted live on a radio show. These people have to have the ability to draw in listeners and keep them interested enough to not want to switch to other stations. A large part of their job is staying up to date on everything from fashion to politics. They have to create catchy ways to read ads from sponsors that the audience will remember. Radio stations are more than just music, in fact at many stations music is played a small percentage of the time. This is when the emcee needs to be entertaining. On-air talent also have to have great communication skills: A station will often have special guest and the emcee must be able to hold an intelligent conversation about whatever topic is being discussed. They are the live show and they are ultimately responsible for ratings. On-air personalities are given a lot of freedom; they can share opinions and disagree when they feel necessary, but they must follow the format that their station has set forth for them. They essentially have to think outside the box while staying inside of it, so great emcees are clever ones. They also have to stay on the good side of their audience so they have to remember to take calls and play requests. Companies also often hire radio stations for promotional purposes to advertise products and services; they will also want an emcee to do a live broadcast at a given event.