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Pete Sheppard Gave Up The Meat To Be A Florida Man

“I love the pace here and I’ve totally embraced it,” said Sheppard. “I’m not even going to say it’s slower, it’s just much more diverse. People have different passions for a lot of different teams down here and I love it.”

Tyler McComas



There may not be a more humbling start in sports radio than landing your first job at the smallest station in the smallest state in the country. At one point in the late 80’s, that exact station was WKFD, a 500 watt by day, 150 watt by night signal in the small town of Wickford, Rhode Island. Needless to say, with that type of signal strength, the hosts were probably better off broadcasting with two cups and a piece of string. 

But as small as the no-longer existing WKFD was, in 1988 it served as the first job for a future influential host. Albeit only for one year, one man in particular went from working at the smallest station in the smallest state in the country to becoming one of the biggest sports radio personalities in Boston at WEEI. That same man then went to southwest Florida and helped create one of the most successful sports talk shows in the area. 

That man’s name is Pete Sheppard. And sports radio has given him one helluva ride. 

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It’s been over six years since Sheppard took to the mic and quit on the air at WEEI, but he doesn’t regret it one bit. In no way did the decision reflect his views on the entire station or his co-workers. In fact, he loved the people he worked with. The action was simply about one man in charge whom he never saw eye-to-eye with. Most, if not everyone he worked with, said it was the gutsiest thing they’ve ever seen. Only a couple of people called him an idiot. He must have had a point, because even after he quit on the air, WEEI hired ‘Pete the Meat’ back a short time later. 

Though the pinnacle of Sheppard’s radio days happened in Boston, specifically his role on The Big Show at WEEI from 1999 to 2010 that received incredible ratings, sometimes you just need a change of scenery. In the early months of 2017, Sheppard and his wife packed up and left the harsh winters of the northeast in the rearview mirror. 

“I was through with the 8 and a half months of snow,” said Sheppard. “I couldn’t take it. Once my wife found out that she could work from home in Florida for her job, we left.”

The initial plan was to still do shows for WEEI while living in southwest Florida. Seeing as how good the technology has gotten for radio equipment, this wouldn’t have been an issue for either party. But as Sheppard settled into his new home, he couldn’t help but look up what sports radio stations were in the area. He then found one that caught his eye. 

“I saw 99.3 ESPN and I thought, alright, let me see what’s going on here,” Sheppard said. “So I actually texted Chris Beasley the program director about late March when I knew I was going to come down here. I was like, hey, let’s set up a meeting. He didn’t get back to me for a while. But I later found out it’s because he was at The Masters.”

Upon moving to Florida in early April of 2017, it took Sheppard less than a week to meet Beasley in person. After a 45-minute discussion, Sheppard was soon on the air with 99.3 ESPN in a limited, Friday only role. But that wouldn’t last long. In late-May of the same year, Beasley called Sheppard and wanted to meet for lunch. His reasoning behind the meeting was simple: He wanted to offer Sheppard a co-host role for the afternoon drive show. Just like that, WEEI was no longer an option. Sheppard had a new role with a new station in a new market. His Boston radio days were finished. 

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Once Sheppard left Boston sports radio behind, he left behind his nickname, too. In Southwest Florida, he’s simply known as Pete Sheppard, not Pete the Meat like he was known for so many years at WEEI. The nickname came from former radio partner and 5-time NFL Pro Bowler Fred Smerlas, which immediately stuck. But these days, the only people that refer to Sheppard by his old name, are guests who join the show that have a long history with the former Boston sports radio host. But that’s just fine with him. Though his new radio home at 99.3 is different than bringing in 14 to 16 shares at a Marconi Award nominated station, that doesn’t mean he likes it any less than his old home. 

“I love the pace here and I’ve totally embraced it,” said Sheppard. “I’m not even going to say it’s slower, it’s just much more diverse. People have different passions for a lot of different teams down here and I love it. People call from the northeast about the Patriots and the Giants, but we also have a Big 10 contingency. Then there’s the Miami contingency. We have Michigan and Ohio State people going at it, Pittsburgh people as well as the Florida people, it’s just tremendous.

“It’s a lot less nasty, let’s put it that way. I really appreciate that. In the entire time I’ve been here I think I’ve only heard two calls that have gotten nasty. And of course, my idea of nasty and Chris (Beasley) and Craig’s (Shemon) idea of nasty are two different things (laughs).”

Trading in the snow for the sand doesn’t seem to be a decision that Sheppard has thought twice about. His life is going well, the show is going well, and heck, he can even play golf all year long. But is it possible he never thinks about Boston? Think about it, the guy did radio in the city for nearly 20 years. After that much time, there naturally starts to be a connection to the sports team in town. So even though he’s totally content and happy, does that mean he still can help but pay attention to what’s going on across the airwaves in Beantown? 

“Oh I tune in to hear Tom Brady every week in the morning,” Sheppard said. “When I was in Boston, I was part of an afternoon show that had Bill Belechick on every Monday at 4 o’clock. When he’s on now, I’m doing my show. But if I see anything that’s remotely interesting I’ll listen to it after the show. Me and several old co-workers follow each other on Twitter. We keep track of each other.”

Sports radio case studies are always fascinating. Especially when it comes to how different certain markets are from one other. Just because you succeed in Nashville, doesn’t mean you’d necessarily succeed in Seattle. Each market has its own vibe and personality that makes it unique. That’s exactly what Sheppard had to immediately deal with when moving to Florida. Sure, he had a long track record of success in one of the biggest markets in the country, but this was a totally different vibe with a co-host he was unfamiliar with. But as difficult as some situations can be, talent almost always wins out. The situation was new, but Sheppard will tell anyone how blessed he was to be paired with Craig Shemon. 

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“When we started, Craig and I were totally different in a lot of ways,” said Sheppard. “He worked nationally in Los Angeles for over a decade and then Houston doing a lot of national radio. What Chris loved about me is that I love college football. We don’t get to talk a lot about it in the northeast, it’s all about Red Sox, Patriots, Bruins and Celtics. Moving here wasn’t really even a challenge because I love adversity. 

“I’m a huge University of Miami Hurricanes football fan. I rooted for Miami before they were cool. It took a couple of months to get our chemistry going but compared to where we were 2 and a half years ago, it’s like night and day with the ratings and some of the features that we have. I love working with him and Chris is a great third-man, along with being the program director. The people down here are fantastic and the weather is second to none.”

Fort Myers, where 99.3 ESPN is located, sits just over 150 miles to Miami. 126 miles to the north, sits Tampa. The location makes for an interesting situation when the decision comes to where the majority of your content should be spent. 

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“We carry the Tampa Bay Bucs and the Florida Gators on our station,” said Sheppard. “We have plenty of fans for the Buccaneers, for the Dolphins, Gators, Miami Hurricanes, Florida State, you just never know from one day to the next. Like yesterday, we got a bunch of calls about Bruce Arians from disappointed Buccaneers fans. But then with the Dolphins it’s like, are we thinking about tanking for Tua?  Are we going to go after Jalen Hurts? I would say it’s more of a college football area than a pro football area. I think Craig, Chris and myself will all agree on that.”

Only God knows what the future holds for Sheppard in sports radio. But after a career that’s spanned over 30 years, he has a lot to be thankful for. He’s proud he was able to create his own breaks so early on in his career. That’s an admirable feat that set himself up for success. But he can’t take the all the credit for how things turned out. There’s been too many people involved that helped. 

“I’ve just been around a lot of smart and really good people,” said Sheppard. “The talent that I’ve been around all these years, Glenn Ordway especially on The Big Show for all those years. The professional athletes I’ve got to work with and know. I’ve gotten the chance to be around some great ones that are entertaining and really know their stuff. 

“And then the producers, I cannot stress enough how underrated the producers that we had are. I don’t think people realize, especially sports talk radio, if you don’t have good producers, you don’t have a good show. I’ve been extremely fortunate, most of my career, especially Boston and southwest Florida, of the producers that we had. Just off the charts. I’ve been so blessed working with Craig and I think we have something special.”

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After KNBR Exit, Paul McCaffrey Looks Forward to Sports Talk Return

“I don’t think that I really had a clear understanding in terms of how far the reach of the show could stretch because I heard from hundreds and hundreds of people literally, and they did help.”

Derek Futterman



Paul McCaffrey

It was just another morning at KNBR in San Francisco with riveting and entertaining sports discussion surrounding the local teams. The Golden State Warriors lost a game by one point the night before against the Sacramento Kings, and there was speculation surrounding the San Francisco Giants’ offseason plans. Brian Murphy and Paul McCaffrey, encompassing the local duo of Murph and Mac that had been on the air for 18 years, were talking about these topics and welcomed several special guests for interviews, including San Francisco 49ers defensive lineman Nick Bosa. As the 49ers were gearing up to make a Super Bowl run though, the congenial sound that had become a familiar presence suddenly, without warning, ceased to exist.

There were ostensible warning signs that McCaffrey detected during the latter years of hosting the morning drive program. Cumulus Media, which owns KNBR and a cluster of stations in the San Francisco Bay Area, introduced new management in 2021 that presumably caused a change in culture. McCaffrey perceived an overall lack of connection with the executive team, underscored by a dearth of conversations surrounding promotions and public broadcasts. After years of being visible and in the community, the show became somewhat confined to the studio and purportedly more restrained in its freedom.

“It wasn’t quite as much fun as we had in the past, and the management group that came in were certainly less involved with us, meaning the Murph and Mac show, than previous management groups had been, and this gave us pause,” McCaffrey explained. “We were scratching our heads a little saying, ‘Huh? We’re suddenly kind of feeling like we’re radioactive here, and I’m not sure why’ because we had a lot of success, so the feeling wasn’t a positive one for me.”

On top of that, the program director role exhibited instability over the preceding years with several departures and new hires. Kevin Graham left the station last August for health reasons, which came two years after Jeremiah Crowe stepped aside and moved to Las Vegas. Cumulus Media had granted afternoon host Adam Copeland the program director responsibilities in November, marking the third person to hold the role in a four-year span. Mere weeks after Copeland started the role, KNBR made sweeping alterations to its lineup that affected the livelihoods of several employees and stunned dedicated listeners.

Following the late-November edition of the show, an intern informed Murphy and McCaffrey that they had been called by management for separate meetings. McCaffrey met with executives at the station, including its general manager, where he learned that his time at KNBR would be coming to an end effective immediately.

“I always equated it to like a life in the mafia, because if you’re in the mafia, there are two likely endings,” McCaffrey said. “One of them is you’re going to be jailed, and the other one is you’ll be whacked, and in radio, you don’t get jailed, but I’ve [seen] guys get whacked. I saw Gary Radnich get whacked [and] Ralph Barbieri get whacked, so it’s a long way of saying I was not surprised, and I knew that would be the most likely outcome at some point, so when it came, I wasn’t shocked.”

While McCaffrey and several other KNBR employees were laid off, Murphy was retained in morning drive and paired with Markus Boucher as his new co-host, debuting as the Murph and Markus program almost immediately thereafter. Although the layoffs did not change the dynamic between Murphy and McCaffrey, the situation represented an undesired outcome over which they had no control.

“We were basically forced into a divorce that we did not want,” McCaffrey said, “and it was unfortunate because here’s a situation where you’ve got two guys, partners for 18 years that genuinely like and respect each other that were forced into a separation that we really didn’t want.”

McCaffrey seldom listens to the KNBR morning show at this point because it feels weird to him, comparing it to seeing an ex-girlfriend in public with her new significant other. Nonetheless, he tries not to feel resentment towards KNBR about the situation and focuses on other aspects of his life without bitter sentiment.

“The truth of the matter is I don’t want to give them that much of my energy because the people that are involved with what happened and what led to the breakup of the Murph and Mac show, these are people that had had no impact on the history of that show,” McCaffrey said. “They basically just got here just a couple of years ago, and we had already built our brand. We had already hit our success prior to their arrival, [and it] had nothing to do with them.”

The authenticity demonstrated by Murphy and McCaffrey, combined with the sports talk and compelling conversation, yielded an on-air product that appealed to many local listeners. Neither of them ever had personas specific to their show, he felt, and were instead able to showcase their genuine dispositions to the audience and display that when hosting on location. Concurrently speaking, they understood what their audience wanted to hear and delivered on a consistent basis.

“I always felt like people don’t necessarily want or need a lecture at that hour in the morning on sports and on the right play calls and stuff, and so I try to do a lot of comedy,” McCaffrey said. “I’m a huge fan of comedy; I’m a student of comedy. I’ve studied it really for decades since I was a college student watching standup films of Richard Pryor and Eddie Murphy and guys like that. I was always very interested in making people laugh, and I tried to do that on the show.”

The amusing levity of McCaffrey and journalistic credibility of Murphy established a sound that attracted and retained scores of listeners. McCaffrey took a pragmatic approach with the show, recognizing that countering Murphy’s background would ultimately prove beneficial.

“I think a lot of other sports talk guys might not have been cool with that – the guys that want to talk serious spots – but Murph always let me be myself, God bless him,” McCaffrey said, “and by doing that, I think my personality is allowed to come to the surface [and] complement his, and the show really worked that way, but he deserves a lot of credit for allowing those things to happen.”

Although the program experienced levels of success in its early years, the show took off when the San Francisco Giants began to regularly contend for World Series championships. As the flagship home of the Giants, KNBR broadcast the games and covered the team during its dynasty of three championships in six seasons. After the team’s night games, the Murph and Mac show was one of the first local entities to broadcast reaction and analysis the following morning.

“When the Giants started to just blast up into the stratosphere, Murph and I just kind of saddled up, got on the rocket and took the ride with them, and we became synonymous with the Giants during those years because there was such a fever for the Giants and the players were such a part of the community,” McCaffrey said. “It was a really special time. I think that happens sometimes in sports when the right team and the right group of guys can capture the interest of a city, and that’s exactly what happened in those years.”

Several years later, listeners continue to remember the essence of Murph and Mac, many of whom communicated their best wishes and support to McCaffrey following his being laid off. Over the ensuing time following the announcement, he would see his phone flooded with messages of goodwill as he tried to acclimate to his new lifestyle. No longer did McCaffrey need to wake up at 4 a.m. and run out the door to the radio station; however, he did not view it as a burden and enjoyed hosting with Murphy on KNBR.

“I don’t think that I really had a clear understanding in terms of how far the reach of the show could stretch because I heard from hundreds and hundreds of people literally, and they did help,” Murphy said. “They made me realize, ‘Hey man, people dug that show. We did a good job. People enjoyed us in the morning,’ and hearing that every day from so many people during that time, it did lift my spirits.”

There has been turmoil at KNBR of late with declining ratings and public controversy involving Copeland, who stepped down from the program director position last month. As KNBR looks to fill the vacancy, McCaffrey is not interested in returning to the station in that role, deeming the hypothetical scenario to be a “disaster of epic proportions.” Even so, he does not miss the office politics and tension surrounding KNBR, some of which involved prognosticating the future of the show. At the same time, he is disappointed to see the situation surrounding the company and feels the outlet needs to rethink things.

“Right now, there’s nobody at the wheel,” McCaffrey said of KNBR. “They’re going to have to get somebody to get their hands on that wheel and start to steer this thing a little bit because you can’t be directionless out on the open sea, right? You’ve got to chart a course and you’ve got to follow that for better or worse, so to me, if any kind of forward progress is going to be made with that station, I think the most obvious think that they need to do is find the right person to sit in that program director chair and get this thing back on the tracks.”

Over the last several months, McCaffrey has been traveling and cherishing the downtime while evaluating the media landscape and thinking about his future. Since he is no longer tied to the morning program, he has had more time to explore innovations in digital media. In fact, he is beginning to question the traditional radio model itself, specifically the need for four-hour shows five days a week. The entire experience has been illuminating, and while it marks a paradigmatic shift, it is one he is compelled to try and embrace. McCaffrey has a group of investors and is working on launching a new sports-focused show with a destination to be determined and looks forward to the freedom therein.

“Sometimes you may love the guys [at the radio station] – you may love their ideas – and there are other times you’re not going to really see eye to eye on things, so the idea that putting a show together and not being holden to anyone else’s thoughts or visions, that to me is really exciting because that represents creative freedom,” McCaffrey said, “and I am one of those guys who thinks that the more ideas you can bring to the table, the better off the product is going to be.”

McCaffrey believes that creativity can be stunted by those who do not have the prudence or vision to actualize future endeavors. None of that will apply with his new project, which will capitalize on ideas they feel are salient or noteworthy, an enticing proposition to construct the product. McCaffrey hopes to bring the audience he helped develop on KNBR to his new program, and would love to work with Murphy again down the road in the right situation. For now though, he is focused on forging his path ahead and returning to the sports talk landscape.

“I just kind of want to get back into doing shows, get back into a rhythm, start to have some fun again [and] do a show in my own vision,” McCaffrey said, “and if I can just get some people to come along and maybe they can spread the word, I do have confidence that it’ll grow, so just knowing that I have an audience out there, even if it’s a small one at first, would be satisfying to me.”

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NBC Sports is the Big Loser in Caitlin Clark Olympics Snub

It’s hard to fathom just how many extra pennies Caitlin Clark’s inclusion on the women’s team might have meant, both now and down the road.



Logo for the Paris Olympics and a photo of Caitlin Clark

Before this year, I’m not sure too many folks were putting extra effort into unraveling the mysteries of USA Basketball’s selection process for the women’s Olympic team. When you’ve won seven gold medals in a row and have a 72-3 composite record, it’s hard to stir too much controversy over, say, the 12th player.

But that’s where we are today, since Caitlin Clark wound up on the outside looking in. And although Team USA’s first Olympic tipoff is still seven weeks off, we can go ahead and tally up some early winners and losers.

Winner: Sports talk. Seldom have so many babbled so often on a topic about which they know so little. Again, that’s the Clark effect in full bloom. Her stunning rise in popularity during her college years not only riveted fans, but made her name one that sports yakkers could throw out there fearlessly, as if to say, Sure, I follow women’s hoops. (No, you don’t.)

Loser: Olympics watchers. The U.S. women are 54-0 at the Games since 1996, so there’s not a ton of drama attached here. But watching Clark rain down some ludicrous threes on the Paris stage, even if she were limited to 12 or 15 minutes a game, would’ve been fun.

Winner: Caitlin Clark. She’s pretty good. And even if her exclusion from the Oly squad is fully justified by the number of players who are better, Clark receives another popularity bump in a weird, martyred way that I’m sure she wouldn’t seek. She really doesn’t need to be outraged, since people are outraged on her behalf. (Clark could still be added to the roster if injuries or other unforeseen circumstances occur.)

Loser: Women’s basketball. This topic really has been pounded into the ground. But Christine Brennan summed it up best in this piece for USA Today: It’s an airball for the women’s sport not to include its one current, bona fide, no-questions-asked sensation as it takes the world stage. Sensation does not mean best in class. Sensation means sensation. Clark is compulsively watchable right now.

Which brings us to…

Loser: NBC Sports. Wow. Huge. Bigly.

It’s hard to calculate what the NBC Olympics broadcast could have had if Caitlin Clark were selected to the women’s team. It’s hard because we’re trying to add up what didn’t happen, and that’s always a bit of a puzzle.

But here’s what an NBC spokesperson told Front Office Sports’ Michael McCarthy back in April about Clark’s potential ratings effect, should she make the team:

“Caitlin’s impact on viewership is undeniable and historic,” the spokesperson said. “Her presence on Team USA in Paris would only add to the growing anticipation and excitement for the Summer Games starting in just over 100 days.”

Undeniable and historic. Brennan was on the mark when she suggested that three of the dominant American storylines in Paris likely would have been Simone Biles, Katie Ledecky and Clark. NBC still gets two out of three, but amazing ratings for gymnastics and swimming are almost always guaranteed. The network was already banking on that.

Women’s hoops, while certainly popular, is still ripe for ratings growth. Clark’s presence not only would’ve spiked those ratings, it would have introduced a basketball-watching world to a number of other great players, American and international.

We can’t put an exact dollar figure on what that kind of focus would be worth, but here’s one way to think about it: The 2022 Beijing Winter Olympics were the lowest-rated on record, with about 11.4 million viewers tuning in during prime time. The 2021 pandemic-delayed Tokyo Games were at 15.6 million. This year’s women’s NCAA basketball title game between Clark’s Iowa Hawkeyes and South Carolina drew 18.9 million viewers – the biggest TV audience for a basketball game since 2019, according to Nielsen.

That is men’s or women’s games, college or pro. None higher. That’s absurd. And without diminishing any of the great storylines that ran through that NCAA tournament, including coach Dawn Staley’s South Carolina team completing a perfect 38-0 season, you have to know that the engine of the historic viewership was the sensation of Clark.

As for the Olympics, NBC isn’t exactly suffering. In April, parent company Comcast said the network had already sold $1.2 billion worth of advertising for the Paris Games, including $350 million from first-time buyers.

Still, NBC is in the midst of a $7.65 billion deal to hold Olympics broadcast rights through 2032. In that respect, I guess, every penny counts – and it’s hard to fathom just how many extra pennies Caitlin Clark’s inclusion on the women’s team might have meant, both now and down the road.

Again, it’s hard to total up what you could’ve had. All NBC knows for sure is that it didn’t get the opportunity.

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Do Sports Radio Hosts Still Reflect The Attitude of Their Audiences?

There seems to be a disconnect between the vitriol spit out by sports radio hosts and the feelings from the normal, average, run-of-the-mill fan.

Avatar photo



AM Radio
Courtesy: Deposit Photos

As Championship Season comes to a close and more and more teams drop out of the postseason hunt, sports radio is oftentimes at its best. The annual autopsy dissecting what went right and what went wrong for the teams that didn’t bring home gold trophies is often pretty good radio.

But does the oftentimes overboard nature of those autopsies still reflect that attitude of the average sports radio listener?

Because if you turn on a station after their local pro sports team is eliminated from the playoffs — or in some cases didn’t make the playoffs at all — you’ll hear hyperbolic statements, vitriol at certain players, coaches, or front office members, and questions about the future.

If you look at the reactions from average fans, however, it’s very rarely that. Depending on the situation, you’ll see “Thanks for the memories!” or “What a great year!” posts from fans, more than you’ll see “(Player X) needs to GO!” or “(Insert Coach Here) better be run out of town on a railroad tie by tomorrow morning!,” that often emulates the talk of sports radio.

Now, I recognize that you could argue that the response from fans who share their appreciation for teams that don’t win it all aren’t representative of sports radio listeners. And you’re probably right. It makes completely logical sense that the most diehard fans — the ones who are willing to tweet out a coach’s address, for instance — are the most likely P1s.

But I don’t know about you, but I’ve never had too many listeners.

I’m not arguing for Sunshine and Rainbow Sports Radio. As one of the world’s foremost fans of Don La Greca rants, I can’t pretend as if I don’t like Scream and Yell Radio. Be harsh when the situation calls for it.

But what I don’t enjoy is “Our Team Lost and I Think The Listeners Expect Me to Host a Three or Four Hour Bitch Session Today, So That’s What They’re Gonna Get” Radio.

I’ve made no bones about how much I admire hosts who are willing to zag when the audience expects them to zig. 92.3 The Fan’s Ken Carman several times a year say “I’m not doing ‘Fire the Coach Radio’ today,” during the Cleveland Browns season.

And I can’t tell you how much faith that instills in me that this medium isn’t simply kowtowing to what fans expect. Because anyone, literally anyone, can sit down in front of a microphone and shout nonsense about how someone should lose their job the first moment something goes wrong.

But it’s much harder to be entertaining, interesting, and informative when you’re challenging the stance of your audience. When you have the cajones to say “You’re being ridiculous and I’ll tell you why.”

In this instance, when seasons are ending and questions abound about the future of a team, it feels like the shoe is on the other foot, though. And I find that situation fascinating.

I don’t know the answer to the question of whether or not sports radio hosts still reflect the attitude of their audiences. And I don’t know if it even particularly matters in the grand scheme of things. But I think it’s a quick way to lose an audience when you think they want something they don’t.

You need to keep your finger on the pulse. If you don’t, you might end up hearing that long, drawn-out, high pitched squeal every medical drama in history has used for dramatic effect.

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