THE VIRGINIAN-PILOT
Copyright (c) 1997, Landmark Communications, Inc.
DATE: Thursday, January 16, 1997 TAG: 9701160044
SECTION: DAILY BREAK PAGE: E1 EDITION: FINAL
TYPE: Column
SOURCE: Larry Bonko
LENGTH: 127 lines
BRUCE RADER has seen six general managers and 10 news directors come and go since he went to work for WAVY 20 years ago. The sportscasters on WTKR and WVEC he competed against in the 1970s have long since faded from television.
In his time at Channel 10, coaches have been hired and fired by the carload. He has seen a long parade of athletes pass before him. He has reported on professional teams in Hampton Roads - remember the Norfolk Neptunes? - starting up and folding up.
In sports and broadcasting, two enterprises that change and shift as constantly as the sand at the Oceanfront, Rader has lasted.
And lasted.
And lasted.
This year, as he covered the story of what could be the birth of major-league sports in Hampton Roads with the National Hockey League Rhinos - ``I'll have live coverage!'' - Rader is no less excited about his work than he was two decades ago, rattling off the Maury-Norview basketball score.
``His enthusiasm for local sports is unparalleled,'' said Channel 10 president and general manager Edward L. Munson Jr. who made a big fuss on air about Rader's 20th anniversary with the NBC affiliate. And it's not only his boss who thinks that way about Rader.
Says Mike Smith, who coached Hampton High School to nine state championships in football: ``Bruce has been good for local sports, tremendous for high school athletics. He's covered a wide field.''
Jack Ankerson of the Norfolk Tides and formerly of the Virginia Squires pro basketball team has had a long association with Rader. He, too, recognizes Rader's contribution to reporting on and promoting local sports.
``There's another side to the flashy guy you see on TV,'' Ankerson said. ``There's also the quiet, thoughtful Bruce who's very much involved in the community.''
Who expected Rader to last on TV this long? To be honest about it, he sounds like a broadcasting-school dropout. That voice! Where does it come from? His sinuses? His nose? Where?
From the day he went full time at 6 and 11 p.m. with The Daily News team of Diana Morgan, Bob Grip and Don Slater in 1979, Rader's been the Energizer bunny in a white shirt and tie. He says he hasn't missed covering a high school football game on a Friday night in 20 years.
One minute, he's on the Peninsula with the incredibly successful Hampton High football team. Nine state championships! The next minute, he's in Washington, D.C., to cover the Redskins. The next minute he's at the Orange Bowl in Miami with Virginia Tech.
Wow-ee! Rader wears me out watching him on the tube. Why hasn't Bruce Rader burned out?
``Because I love this job. Love it. It's a dream job,'' said Rader when, after waiting a month or so, I was finally able to catch up with him. And then he was packing to go north to hear the Hampton Roads Rhinos' sales pitch to the NHL.
Rader wasn't born ``Rah-Rah Rader.'' He built himself into that TV personality. Be a TV personality first, a sports reporter second. That was his plan from the start.
``This is a personality-driven medium. Look around at the ones who have lasted here or on national television. From Ted Koppel to Jim Kincaid, it's the personalities who go on for years and years.''
His style? Blue-collar TV.
No fancy phrase-turning. Rader shovels the sports at you as if he were feeding coal to a boiler fire. He shouts to his director to roll the tape while facing the camera in shirtsleeves, arms in motion like a windmill.
When he's after an interview, Rader is pushy. But not too pushy.
``I don't believe in ambush journalism. I'm not Mike Wallace.''
Another Rader credo: ``I never criticize high school athletes.''
But he gives them blanket coverage on WAVY's 5, 5:30, 6 and 11 p.m. newscasts, and last year launched ``Friday Night High School Sports Spectacular,'' which begins Friday nights on WAVY and concludes on WVBT. (The stations have a local market agreement).
Rader started at WAVY as weekend sports anchor, moved up to sports director in 1979. His little nook at the WAVY studios in Portsmouth is a sweep of banners, trophies and awards - a Sportscaster of the Year plaque from United Press International, a leadership award from the United Negro College Fund, recognition from the Associated Press for the WAVY sports operation.
Awards for community service for a TV sports guy? Yes.
``I believe a broadcaster should give something back to the community in which he or she works,'' said Rader. That is why he's co-hosted the Jerry Lewis Labor Day telethon, helped put on a golf tournament to raise money for St. Jude's Children's Hospital, appeared at a fashion show to benefit the SPCA, and rounded up game tickets for kids through the Bruce Rader Youth Foundation.
All of this helps to keep Rader's name and face before the public. You do not last in TV, Rader will tell you, unless the viewers know who you are, and like what you do, unless they tune in often to drive up the ratings. At 11, ``WAVY News 10'' ratings are No. 1, and at 6, Channel 10 is in a virtual tie for first with WVEC.
``The station's general manager may be the nicest guy in the world, but he'll show you the door if your ratings aren't what they should be,'' said Rader. Five general managers before Munson, and nine news directors before Dave Strickland, never considered replacing Rader with another sports guy. In the past 20 years, there has been no revolving door in WAVY sports.
Rader has competed against Stan Garfin, Brad Face, Bob Rathbun, Jim Hale, Sal Urbano. Now he's knocking heads with Scott Cash at WVEC and John Castleberry at WTKR, with whom he worked for years.
``Bruce has the personality that reaches all viewers, not only the hard-core sports fan,'' said Strickland. ``Even if you're not a nut about sports, you'll watch Bruce.''
In looking back at Rader's career at WAVY, it's been more than an unforgettable voice and an ever-changing hair color that has kept viewers watching. He says he was first in this market to step up coverage of the Washington Redskins, Grand National stock-car racing, Norfolk State sports and the CIAA.
And always, the high schools.
``It was a dream come true when Ed Munson said we could have the time to do the Friday night high school sports spectacular,'' said Rader, who started in broadcasting with a station in Rockville, Md. When he couldn't get a full-time newspaper job here, Rader signed on with WAVY.
That was 20 years ago. He was TV cute and thin then. Today, he's less cute, wider at the waistline. But still always in motion. In the past 20 years Rader has dashed out of the studio to chase live coverage of more stories than he can count.
Through it all, Rader has been where he always wants to be - on the sidelines during a big game with the excitement building.
``It's an experience that few get to know. It's what I do for a living. How great is that?'' said Rader, happy in his home life with his second wife.
Rader is 42. It wouldn't surprise me if he still had the fire when he's 62. ILLUSTRATION: ANDREW CARNEY PHOTOGRAPHY
[Color Photo]
BRUCE RADER, during his 20 years with WAVY, has been a chapion of
high school sports coverage.
Bruce Rader has become known for changing hair color and style.
KEYWORDS: PROFILE