Radio Sawa John Ydstie talks with Burt Kleinman, a consultant for Voice of America's Radio Sawa. VOA cancelled their staid, mostly talk format in the Middle East and replaced it with Radio Sawa, a mix of Western and Arabic music and news. Kleinman and his colleagues used American marketing techniques to gauge what listeners want to hear. Kleinman says Radio Sawa, which began in March, has been a great success.
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Radio Sawa

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Radio Sawa

Radio Sawa

Radio Sawa

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  • <iframe src="https://www.npr.org/player/embed/1148709/148709" width="100%" height="290" frameborder="0" scrolling="no" title="NPR embedded audio player">

John Ydstie talks with Burt Kleinman, a consultant for Voice of America's Radio Sawa. VOA cancelled their staid, mostly talk format in the Middle East and replaced it with Radio Sawa, a mix of Western and Arabic music and news. Kleinman and his colleagues used American marketing techniques to gauge what listeners want to hear. Kleinman says Radio Sawa, which began in March, has been a great success.