In the
United States, insertion can easily be heard every evening on the nationally
syndicated radio show
Delilah, where the host does a pre-recorded station-specific
voiceover played over a
music bed from the network. When host Delilah Rene says "this is Delilah", her voice (often in a slightly different tone or mood than what she has just been speaking) then identifies the
branding or identification for the specific station (for example, "on B98.5 FM" when heard on
WSB-FM in
Atlanta,
Georgia). Because of this slight difference in vocal quality, many syndicated radio networks suggest using only one voice for local station IDs 24/7; this way, the difference in vocal intonation is lessened. This style of insertion was pioneered in 1981 by the
Satellite Music Network, a service providing live 24/7 formatted music programming to local stations that did not staff their own local
disc jockeys throughout the day. The generic live comments of the national SMN hosts would be augmented by brief recorded announcements from the same DJs, scripted by the affiliate to make the programming sound more local. Insertion is made conspicuous when, due to carelessness, or even abuse—e.g. to squeeze in one more ad—the network program is already underway by the time the insert closes. This same mode of insertion is heard during
weather forecasts transmitted by outside companies such as Weatherology, where all the audio assets, including three to four days of upcoming weather, temperatures, wind direction/speed and the current conditions and possible warnings are pre-recorded, then matched together to form the audio of a full forecast. The other more prominent example is during
live sports programming carried over radio and television networks, where close to the top of the hour, a
play-by-play announcer will say "we pause ten seconds for station identification; this is the (team name) (radio network branding)", or a close equivalent. On most stations, this is a basic
station identification, as required by the
Federal Communications Commission (FCC), with the call letters and
city of license relayed, while on others a quickly-read five second advertisement or program promotion is read before the identification, or a
breaking news event or weather warning occurring during the event is relayed, followed by the station ID. Due to many sports rights deals for televised sports moving to
regional sports networks which are not required to identify themselves under FCC guidelines, or network sports coverage where the station is identified through an on-screen display by the local station rather than speech, this is more prominent on radio rather than television. Local commercial (and some non-commercial) broadcast television stations also insert local commercial breaks during programming each half-hour while network-supplied or syndicated content is being broadcast. Television networks and syndication distributors give their
affiliates either 60, 90 or 120 seconds each half-hour (typically totaling about four minutes per hour) to run local station breaks, including
promos for the station and advertisements for national and local area businesses (and on a few stations, local news updates – which were particularly common during the 1970s through the 1990s, especially as the "24 Hour News Source" format became commonplace in the United States during the latter decade – current time and temperature information, or a brief local weather forecast), over network programming. Typically, these networks air a blank feed showing the network's logo (such as with
Fox,
NBC,
The CW, and
MyNetworkTV) or a series of
public service announcements (as with
ABC and
CBS), while stations air local commercials.
PBS member stations and other
non-commercial educational stations also insert promos for network series and/or syndicated or locally produced programming during promo breaks; as these station are non-commercial, breaks are typically not featured during the programs themselves, instead promos are inserted in-between shows, even – in the case of PBS members – if the station is carrying the national network feed. Various
television morning news shows (such as
Good Morning America and
Today) also allocate five minutes of programming time each half-hour for stations to carry a local news update at :25 and :55 minutes past the hour; however the national feed continues for stations that do not wish to "break away", either because they do not air a morning newscast or simply do not have a news department (for example, some mid-sized and smaller market NBC affiliates, such as
KTEN in
Ada, Oklahoma, do not air news cut-ins during the weekend edition of
Today if they do not have a weekend morning newscast, but cut-ins are shown during the weekday telecasts where
Today follows a morning newscast). This also occurs with news on
NPR's
Morning Edition and
All Things Considered, which respectively air during the morning and evening rush hours. For commercial stations in the 2020s, the news and weather update, which was traditionally 2-3 minutes in the past, now may run only as long as a condensed one minute at most, with the rest of the allocation devoted to local advertising. Starting in the early 1990s, some cable television systems began carrying a local insert called "Local Edition", a segment featuring local news inserts (which are produced by area television stations or local cable operators) that air at :24 and :54 minutes past the hour during
HLN's rolling daytime news block, usually during the network's non-essential features news block. This has been discontinued as that network has switched to a general news/talk format beginning in 2005. ==Transmitter identification==