If you listen to the radio often, then you are not a stranger to those short station IDs and jingles. These are also called sweeps or liners. As the term states, these are meant to enhance the image of a radio station. It could be just a voice-over or a voice-over with music that, most of the time, are specially produced for the radio station. It has to be perfect to the image the station wants to project. The voice-over has to be unique, with a definite character and flair; an individual trademark. It has to be a station ID that when someone hears played, will immediately identify the radio station. It is not something out of the box, and the voice talent for voice-overs for radio imaging must fully understand the station’s personality and the audience it wants to target – hip, contemporary, young, middle-of-the road, baby boomers, and the type of music in the radio station’s playlist.