The role of radio has changed considerably over the years from simply being a conduit for the playing of records to one where interaction with the community in which it operates has become an issue of paramount importance.

For today's radio to be truly interactive and responsive to the needs of listeners, programme directors and jocks must be in tune with the pulse of the community. Even within the axiom of "more music less talk,'' a programme director, if creative, can still find ways for radio to impart information within a highly entertaining format and demonstrate to listeners that his station does, in fact, care about their needs and concerns.

There is no better example of community interactive radio than WGCI 107.5 in Chicago. With Bermudian programme director Elroy R.C. Smith at the helm, WGCI has maintained its number one position in the market -- in the face of fierce competition -- for nine straight months. Never before in the history of radio in Chicago has WGCI-FM had ratings high enough to consistently place first for three books in the Chi-town broadcasting arena. And all this has been accomplished with a Bermudian at the helm! When recent news reports revealed that 19 children were living in sub-human conditions in a small apartment in Chicago, WGCI radio personality Doug Banks devoted his entire show soliciting support from his listeners to come to the aid of the half-clothed, under-nourished children. The people of Chicago responded overwhelmingly by donating two-and-a-half container loads of clothing, toys and other items. More than $8,000 was also set aside in a trust fund for the children.

There was nothing rehearsed about WGCI's reaction to this unfortunate and shameful incident. It was just a spontaneous humanitarian response by a radio station, demonstrating that it cared enough to get involved! As Elroy Smith said recently: "Our listeners are our most valuable resource and because we, at GCI, are concerned about people, we saw an opportunity to get involved and we did.'' It's no wonder, then, that the people of Chicago continue to make WGCI-FM the number one radio station in its market. It is a radio station that cares! Responding once again to the pulse beat in the community, WGCI staged its Third Annual Music Seminar this past weekend at the Grand Hyatt Hotel in downtown Chicago. And Chi-town residents showed just why the station is so highly regarded by turning up in the hundreds to participate in the seminar.

The seminar, which was originally conceived out of a need for interested people to find out more about the music business, attracted more than 800 participants who registered for four different workshops with panels comprised of recording artists and industry executives.

Divided into four main areas of interest, the workshops dealt with such topics as "Just Getting Started'' for the novice; "There's More To This Business Than Singing,'' which explored the business side of the music industry; "Now What Do I Do?'' which dealt with the importance of artists seeking out credible management; and "The Finishing Touch,'' for the semi-professional singer or musician who has performed in talent showcases and feels ready to explore a recording deal.

The panel discussions proved to be extremely lively and animated affairs with such recording artists as "Heavy D,'' Keith Sweat and rapper Chuck "D'' of "Public Enemy,'' together with industry figures such as Jheryl Busby, president and CEO of Motown; Cassandra Mills, president of the Black Music Division, Giant Records; Ray Harris, senior VP of Black Music Promotion, Warner Bros. Records; Paris Eley, senior VP of marketing, Motown Records; Step Johnson, senior VP of promotion, Interscope Records; and Iris Perkins, national director of promotion/marketing, A&M/Perspective Records, all sharing invaluable information and insight into the business of making music.

In the seminar entitled "The Finishing Touch,'' a lively discussion ensued about how semi-professional artists go about submitting material to a record company, the importance of imaging for the artist, and how a radio station goes about the business of picking music for its play list.

Motown's Paris Eley pointed out that the music industry is no place for the faint-hearted. "This business is difficult. It is not all glamour and glitz and let me tell you right now, there are no short-cuts to success. If you want to be in this business, you're gonna have to be prepared to deal with rejections, disappointments. But if you have faith in yourself and are prepared to persevere, you can get some doors opened,'' he said.

Vic Clemons, music director at WGCI, pointed out that there is no set formula for picking a hit record, although he claimed that he is paid to be spot on when evaluating music that arrives at the station. "Over the course of my career, I have had a few misses where I've passed over a future hit record but for the most part it is instinct, a feeling that hits you in your gut when you hear that special song,'' he claimed.

During the sit down luncheon, the crowd was entertained by performances from a number of aspiring Chicago hopefuls who hope to follow in the footsteps of their homeboys -- "U-MYND,'' a group of five doo-hoppers -- who recently signed a record deal with Luke Records.

The seminar came to an end with a highly entertaining set by the group "After 7,'' but not before Elroy Smith had thanked the participants for their attendance and for making WGCI the most listened to radio station in Chicago.

"We will endeavour to continue being your number one radio station,'' Smith remarked, "because at GCI we play the hits just for you.'' ELROY R.C. SMITH -- Programme director at Chicago's top-rated radio station, WGCI-FM.