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Very Sporting
Continued from Page 61
renewing the contracts of the
station's sportcasters and
they wanted him to do sports.
However, Adler had a
couple of reasons not to be
pleased with the offer. He
says things were actually
perfect during his stint in the
television booth. As a top an-
nouncer at the station he was
earning $42,000 a year. And
he was also making nearly as
much from his second
fulltime job calling the races
at Windsor Raceway. Because
being a sportscaster means
working at night, Adler said
he'd take the job for the
summer while the horses
aren't running but couldn't
do it in the fall because he'd
be calling the races.
But the station insisted
they wanted him to be their
permanent sportscaster.
"Well, first of all, you've
got to eat, sleep, drink and
breathe sports," Adler told
his superiors, "and I don't do
that. I'm a fan, but that's all
I am. It's not my life. If
you're gonna' have me do
sports, I'm gonna' do it the
way I want it to be done."
Then the brass replied
"well, we want you to be a
sports journalist."
"Wait a minute," said
Adler. "I'm not a journalist,
I've never been a journalist,
and I don't want to be a jour-
nalist. I don't even want to
associate with journalists."
Then, as Adler puts it, "I
got on the air and started
doing it my way."
And obviously, his was has
worked. For the first time in
Channel 9's history, there are
more viewers watching the
station at 11 p.m. than at 6
p.m. And, the figure of 33,000
viewers at 11 (remember that
Windsor has fewer than
200,000 people) goes even
hither when Adler comes on
at 11:15.
How much higher? In one
year, the rating has almost
tripled for the sportscast.
Adler's influence has actu-
ally softened the entire news-
cast. While Channel 9 has
some of the finest and most
professional street reporters
working on Canadian televi-
sion, their first-rate delivery
is often muted by the low-key
presentation of news by the
station's anchors. But now
Adler is even having a posit-
ive effect on their attitudes.
And more women are
watching the sportscasts than
ever before. Adle says he still
doesn't know how to react to
praise from admiring women
who have become his fans.
When an elderly lady ap-
proached him at Windsor's
Devonshire Mall and told
him she couldn't go to bed
until she's watched his
nightly show, Adler replied "I
just want to put some ex-
citement into your life," and
then added, with a nudge
1 a.m. to 10 p.m.
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