The evolution of Todd “MJ” Schnitt’s career across stations, formats, decades and companies is truly a testament to proving that truth always wins. His respect and unique dynamic with his listeners proves his commitment to utilizing growth and development opportunities within radio is stronger than ever. Among his success, accomplishments and accolades in media, perhaps the most significant contribution is his ability to cut through the bull-Schnitt to candidly speak to his audience while honoring the values most important to him.
Through his desire to continue applying innovative approaches to bolster the broadcast medium, Schnitt, known by many as MJ from his CHR Morning Show based in Tampa, added another host role to his weekly routine. This mic was reserved for The Schnitt Show, airing weekday afternoons on news/talk stations. The eloquence he exhibited allowed for him to manage the challenge before him—as his laser-focus, drive and unmatched work ethic effortlessly aligned to make way for such refreshing programming, especially within the news/talk space.
Schnitt’s philosophy took shape as he remained committed to bringing listeners honest content, genuine intention and authentic communication; as opposed to the fleeting, hollow guise achieved through the outdated style of pandering by way of a scripted format. The more Todd exposed his thoughts, takes, beliefs and ultimately, his truth, the bigger the listenership—until Schnitt’s NTS program was captivating audiences in syndication in over sixty markets.
Having studied and developed a keen understanding of the potential pitfalls that could be associated with the news/talk/sports format, Schnitt found a way for his programming to remain dominant, during a time that so many other shows/stations were suffering. Todd was able to identify, comprehend and prepare for what inevitably was hiding in the blind spot for others around the industry, essentially, the Achilles Heel of NTS shows/stations nationwide: format fatigue.
The rigid confines that so many hosts were painstakingly committed to were rooted in fear-based thoughts. The concern of being lost in the shuffle if they failed to carve out their piece of the market quickly enough. This thought process may have had genuine and honesty peppered in the motives however, the rationale lacked the only standard that is absolutely necessary, if not required— creating a connection with the listeners: transparency.
Schnitt’s programs exemplify the importance of this fundamental principle and the value of flexibility, relatability and honesty with listeners which plays an undeniably important role in the foundation for Todd Schnitt’s career in multiple formats.
His eclectic resume paired with his insatiable appetite for radio continues to inspire media junkies to raise the bar while fostering transparency, both on and off the air: a refreshing rarity to the radio medium. Despite the responsibilities, contacts, managing relationships, prep, hosting and social media responsibilities, Todd ‘MJ’ Schnitt agreed to join me to discuss the return of the MJ Morning Show, news talk as a format, advice for others and what’s in store for the medium in the near future.
CP: First, I wanted to congratulate you on the return of MJ. How has the first month been going?
TS: The first month and a half or so has been tremendous. The response has been enormous. And it’s been fantastic to get such an amazing welcome.
CP: The reunion podcast received a lot of attention. You certainly want that kind of warm reception. How did the crew manage though to rekindle the chemistry and sound like you hadn’t skipped a beat?
TS: The podcast was designed as really a quick reunion. Once we did it, there was an outpouring of people demanding more regular podcasts. Next, we began a biweekly podcast, and then we started doing a weekly podcast in October. I believe, late October of 2019; now, I believe we can wrap up the MJ standalone podcasts. I think that this week’s might be our last one.
CP: Because then, listeners can just catch your show in the morning or the podcast or the show itself each day?
TS: Exactly. The show is on daily, Monday through Friday, 6 to 10am on Q105. The legendary WRBQ-FM in Tampa. The station where Scott Shannon invented The Morning Zoo. WRBQ and the history that this station has is tremendous. For us to relaunch the MJ Morning Show on Q105 is a natural progression because it’s an 80s and 90s station. The audience that grew up with us are now the core demographic of the radio station.
CP: I was amazed with how you would host The MJ Morning Show from 6-10am, then turn around hours later to run The Schnitt Show. To be the lead host of two different style shows, I wondered, how do you keep your head in a CHR morning show and a conservative news talk program every day?
TS: I’ve always been able to delineate the content between the two shows. The MJ Morning Show is more lifestyle, entertainment, personal experience and current events; whereas The Schnitt Show was certainly more current events, but you definitely get plenty of MJ that creeps into The Schnitt Show.
CP: With the development of bringing back MJ, are there any big changes or additions that you’re trying to implement? In terms of prep or your routine?
TS: No, it’s pretty much business as usual. Nothing has really changed. I just formulate each show on a daily basis just based on what’s available and what’s going on, and what happened in our lives.
CP: You’ve been vocal on your show about being an independent conservative with libertarian values. I don’t know if you’re a Parks and Rec fan, but I like to think of you like a Ron Swanson, except you carry a microphone instead of a mustache. Have you ever felt like it was difficult to appeal to some of the more staunchly conservative listeners or P1’s that listen to your show, with it being broadcast on dozens of stations nationwide?
TS: On The Schnitt Show, I just call it the way I see it. The audience knows that I’m a conservative Republican, but I’m also an entertainer first. I’m not swayed by what the audience wants to hear. I just deliver my opinions and what I think is correct. I can’t do a show based on what the audience might want. I have to do a show from my heart and mind.
CP: I’m sure you experienced some of that in New York, a very liberal area. You were talking last week about being a realist as it pertains to the election results. During what’s been considered by many to be a tense time, with divisive topics dominating our country, what do you think the most important thing for news talk hosts to remember as they’re talking to their listeners?
TS: Ultimately, you have to be true to yourself. A lot of hosts these days are held hostage by what they think they’re supposed to broadcast and what they think they’re supposed to deliver. There are a lot of talk show hosts who are not speaking honestly and will not call true balls and strikes as they see them.
CP: You’ve had a lengthy career between MJ and Schnitt. What would you point to as some of your more significant moments or special memories from your time on the air?
TS: For The Schnitt Show, I think it’d be George W. Bush’s administration, and their decision to launch military action in both Afghanistan and Iraq, plus the election, and eight years of the Obama administration. Then of course there’s the campaigning, election, and four years of Trump which really changed everything.
CP: When you think about the news talk radio business in 2020, what do you think are the biggest issues facing conservative talk radio? Are their issues in the industry that you feel are becoming more inflammatory (for example, Twitter/Facebook vs. Parler, censorship issues, etc.)? Will we always have a left vs. right media battlefield?
TS: There is a dynamic that has been brewing for quite some time where the extremes are so polarized, the far right and the far left seem to have zero tolerance for any other ideas, even those that are more centrist. And, I believe that’s problematic because not everything lies on the fringes and the extremes. The fact is, this is really kind of a centered up nation for the most part, but the most noise is being made on the extreme wings. There’s a degree of hijacking going on. Unfortunately, some folks take things too seriously these days. While there are some very serious topics and very intense subject matters that I cover, you can still present it in an entertaining way without an angry delivery. The mainstream talk radio environment has become remarkably toxic. We need to work on reducing the toxicity while being informative, but most importantly, entertaining.
CP: What is your philosophy for dealing with those who think you’re not conservative enough or that you’re too conservative for certain people because their personal opinions aren’t reflected in yours?
TS: Part of the toxicity that I described, has been if I didn’t agree with Trump on everything, or if I criticize Trump, whether it’s a policy or whether it’s his behavior, I would get attacked by a certain portion of my listenership. People would threaten to stop listening. They call me a RINO (Republican In Name Only). They call me a fake Republican. And that kind of personifies the poisonous landscape that has been developed, there is a lack of tolerance for a diversity of opinion, even within a perceived political group.
CP: When it comes to news talk media figures, who are some people who have been influential to you in your news career?
TS: I came out of entertainment radio, and while I listened to news talk quite a bit, I tried to develop my own persona and just build on my existing personality. But of course, there’s Rush Limbaugh who helped reshape talk radio and is deservedly credited with saving a lot of AM radio stations across the country. I can remember as a kid growing up in Virginia Beach, Virginia, a talk show host named Charlie Huddle who made an impression on me. There was also DXing at night, and hearing Larry Glick out of WBZ in Boston.
CP: For people interested in pursuing a career in radio, specifically the News/Talk radio format—where you’re on the air 40 plus minutes, an hour, what advice would you pass along to them?
TS: I love radio. I’ve always loved radio. I was bitten by the radio bug, probably at about five or six years of age when I was growing up in New York City, prior to moving to Virginia. My station back then was WABC, when it was a famous top 40 brand. I just honed in on the magic of what came out of the speakers in the car, or at home, or my little mustard colored RCA 9v transistor pocket radio. That made an impression on me and drove me towards this career path. I have an extreme love for radio and am still in love with the medium. I wouldn’t discourage anybody from exploring this career path, but I’d be lying if I didn’t say that the radio business on many levels is not the way it used to be. With the rif’s (reduction in force) and gutting of many great radio companies and stations, it’s a very difficult environment. It’s not for the faint of heart.
I’ll say this, I’m thankful that I’ve experienced several decades of amazing radio operations, and am very excited about my new home for The MJ Morning Show and The Schnitt Show- Beasley Media Group. Beasley Media wants to continue to build an environment where talent is appreciated, and that’s all any on-air performer can ask for.
Bring Back the Art of Debate
In small doses and in the proper situation, it’s well worth your time to have your own ideas, along with the audience’s, challenged.
The last few weeks I’ve thought a lot about a quote I recently heard from Bill O’Reilly. I believe it was in a recent interview he appeared in with Glenn Beck, and O’Reilly was discussing his years as host of “The O’Reilly Factor”, the most-watched cable news show in the history of the medium. He was discussing how he went about booking his guests and said, and I paraphrase, “I tried to book the smartest people who could challenge me.”
That’s one of the reasons that O’Reilly’s show was so successful. He did that on a nightly basis for over 20 years.
Unfortunately, that premise has gone by the wayside, in favor of echo chambers across the media landscape, including talk radio.
But that doesn’t mean it can’t come back in some capacity and it doesn’t mean the host has to compromise their values.
Each week on my morning show on KCMO Talk Radio, I interview Kansas City Mayor Quinton Lucas. Lucas is a Democrat, who has certainly angered lots of conservatives over the last 18 months on issues of COVID lockdowns, masks, and policing policy, just to name a few. One can debate how far left Lucas is on the “liberal spectrum”, but he will be the first to tell you he is a proud Democrat.
Shortly after the pandemic began, I spoke with his office about doing a weekly hit to update the city on what was happening on the COVID front. The interview has continued ever since, every Thursday morning at 7:30, but has touched on any and every topic relevant to Kansas City.
And while every listener, plus Lucas himself, knows I have disagreed with much of his policies over the last 18 months, our conversations are challenging, but cordial, respectful, and informative for the audience.
However, like clockwork, after each weekly conversation, there will be a barrage of calls, texts, social media messages, and e-mails saying that I, as the host, “let him off the hook”, “am too soft”, and all the usual criticisms that come from a portion of the audience. These individuals insist they are done listening to our weekly conversations.
But you know what, something funny happens when I look at the KCMO Talk Radio streaming numbers each day or look at the ratings at the end of the month: Thursdays at 7:30 end up being one of our most-listened-to and highest-rated segments, by far.
Then, when I go out in the real world, people tell me how much they appreciate the weekly conversations with the mayor, despite how much they may disagree with him. They think it’s important that our audience gets to hear from him, even if we aren’t his “based” constituency.
To Lucas’ credit, he comes on my show, despite our differences. That’s a lost art for most politicians, left and right, who only want to go on media that is sympathetic to them and their beliefs.
And then on the flip side, hosts on TV and radio have gone too far into the echo chamber, where they don’t want to hear from those who disagree with them. They also believe that the small portion of the audience that “wants blood” (theoretically speaking, of course) from their opponents, are the majority of the audience.
My research shows that’s not the case. And to reiterate, none of this requires a host to compromise their beliefs or become “squishy” on their opinions.
Granted, I wouldn’t spend hour after hour with guests who are disagreeable or don’t align with the audience, but the right guest in the right spot has real potential to create an excellent conversation and really good radio.
There’s no doubt it’s harder than ever to book these guests, based on the aforementioned reasons, but in small doses and in the proper situation, it’s well worth your time to have your own ideas, along with the audience’s, challenged.
And while hearts and minds are unlikely to change given the divisive climate we find ourselves in, you created a moment that connected with the listener, either good or bad, that will be memorable to them and keep them coming back for more. The loud-mouth haters be damned.
FOX News Remains Go To Network For Noteworthy Events
“Fox News’ special “A Gabby Petito Investigation with Nancy Grace” drew 1.78 million.”
Several noteworthy news events occurred during the week ending September 19, most of which Fox News Channel was the leading cable news outlet in its coverage viewership.
On Sep. 13, Secretary of State Antony Blinken was the first Biden administration official to testify publicly to lawmakers since the Islamist militant group, the Taliban, took over Afghanistan. His appearance before the House of Representatives Foreign Affairs Committee was tabulated only for MSNBC by Nielsen Media Research, to a delivery of 542,000 total viewers (from 2:16-4:00 p.m. ET). On the following day (Sep. 14), Blinken’s testimony before the Senate Foreign Relations Committee aired on both Fox News and MSNBC. Fox News was the clear victor, more than doubling MSNBC in total viewers (1.576 million vs. 0.648 million) and nearly quadrupled in the key 25-54 demo (257,000 vs. 66,000).
The California gubernatorial recall election on Sep. 14 that resulted in Gavin Newsom remaining as governor was extensively covered for four hours on CNN:
10-11 p.m. ET: 1.049 million total viewers; 309,000 adults 25-54
11 p.m.-midnight ET: 1.013 million total viewers; 344,000 adults 25-54
midnight-1 a.m. ET: 0.846 million total viewers; 283,000 adults 25-54
1-2 a.m. ET: 0.575 million total viewers; 185,000 adults 25-54
Fox News covered the election results only in the 11 p.m.-midnight hour, averaging 2.05 million total viewers and 411,000 adults 25-54 — no doubt, assisted by its highly-watched prime time lead-in.
MSNBC spent only 26 minutes of live coverage in late night, resulting in 659,000 total viewers and 93,000 adults 25-54 (from 1-1:26 a.m. ET).
MSNBC was the lone cable news outlet to air testimony by American female gymnasts before the U.S. Senate Judiciary Committee on the morning of Sep. 15. Gold medalist athletes Simone Biles, McKayla Maroney, and Aly Raisman relayed to lawmakers how the FBI and U.S. gymnastic and Olympic officials failed to stop the sexual abuse that they, along with hundreds of other athletes,suffered from former doctor Larry Nassar. From 10:43 a.m. to 12:06 p.m. ET, MSNBC averaged 753,000 viewers and 62,000 in the key 25-54 demo; the gymnasts’ press conference from 2:10-2:30 p.m. (also on MSNBC) drew 813,000 viewers and 95,000 adults 25-54.
On Sep. 18, Fox News covered SpaceX’s return of its Crew Dragon spacecraft from orbit, with the capsule carrying the four members of the Inspiration4 mission back to Earth after three days in space. It was the furthest humans had traveled above the surface in several years. The capsule Resilience splashed down off the coast of Cape Canaveral, Florida in the Atlantic Ocean. From 7-8 p.m. ET, Fox News posted 1.155 million total viewers and 141,000 adults 25-54. SpaceX is owned by Elon Musk.
Lastly, on Sep. 19 at 10 p.m. ET, Fox News’ special “A Gabby Petito Investigation with Nancy Grace” delivered the highest-rated cable news show in the 25-54 demo of the entire weekend with 317,000 viewers. In total viewers, the live special drew 1.78 million.
Here are the cable news averages for September 13-19, 2021.
Total Day (September 13-19 @ 6 a.m.-5:59 a.m.)
- Fox News Channel: 1.483 million viewers; 238,000 adults 25-54
- MSNBC: 0.767 million viewers; 86,000 adults 25-54
- CNN: 0.587 million viewers; 125,000 adults 25-54
- HLN: 0.194 million viewers; 60,000 adults 25-54
- CNBC: 0.140 million viewers; 34,000 adults 25-54
- The Weather Channel: 0.137 million viewers; 27,000 adults 25-54
- Newsmax: 0.135 million viewers; 18,000 adults 25-54
- Fox Business Network: 0.084 million viewers; 11,000 adults 25-54
Prime Time (September 13-18 @ 8-11 p.m.; September 19 @ 7-11 p.m.)
- Fox News Channel: 2.659 million viewers; 417,000 adults 25-54
- MSNBC: 1.375 million viewers; 156,000 adults 25-54
- CNN: 0.799 million viewers; 177,000 adults 25-54
- HLN: 0.206 million viewers; 63,000 adults 25-54
- CNBC: 0.203 million viewers; 65,000 adults 25-54
- Newsmax: 0.163 million viewers; 25,000 adults 25-54
- The Weather Channel: 0.151 million viewers; 29,000 adults 25-54
- Fox Business Network: 0.046 million viewers; 6,000 adults 25-54
Top 10 most-watched cable news programs (and the top MSNBC and CNN programs with their respective associated ranks) in total viewers:
1. Tucker Carlson Tonight (FOXNC, Tue. 9/14/2021 8:00 PM, 60 min.) 3.776 million viewers
2. Tucker Carlson Tonight (FOXNC, Wed. 9/15/2021 8:00 PM, 60 min.) 3.574 million viewers
3. Hannity (FOXNC, Tue. 9/14/2021 9:00 PM, 60 min.) 3.528 million viewers
4. Tucker Carlson Tonight (FOXNC, Mon. 9/13/2021 8:00 PM, 60 min.) 3.343 million viewers
5. The Five (FOXNC, Tue. 9/14/2021 5:00 PM, 60 min.) 3.294 million viewers
6. Tucker Carlson Tonight (FOXNC, Thu. 9/16/2021 8:00 PM, 60 min.) 3.274 million viewers
7. Hannity (FOXNC, Wed. 9/15/2021 9:00 PM, 60 min.) 3.202 million viewers
8. Hannity (FOXNC, Thu. 9/16/2021 9:00 PM, 60 min.) 3.171 million viewers
9. Tucker Carlson Tonight (FOXNC, Fri. 9/17/2021 8:00 PM, 60 min.) 3.151 million viewers
10. The Five (FOXNC, Mon. 9/13/2021 5:00 PM, 60 min.) 3.121 million viewers
17. Rachel Maddow Show (MSNBC, Tue. 9/14/2021 9:00 PM, 60 min.) 2.611 million viewers
127. Anderson Cooper 360 (CNN, Wed. 9/15/2021 8:00 PM, 60 min.) 1.209 million viewers
Top 10 cable news programs (and the top CNN and MSNBC programs with their respective associated ranks) among adults 25-54:
1. Tucker Carlson Tonight (FOXNC, Tue. 9/14/2021 8:00 PM, 60 min.) 0.629 million adults 25-54
2. Tucker Carlson Tonight (FOXNC, Wed. 9/15/2021 8:00 PM, 60 min.) 0.621 million adults 25-54
3. Hannity (FOXNC, Wed. 9/15/2021 9:00 PM, 60 min.) 0.568 million adults 25-54
4. Tucker Carlson Tonight (FOXNC, Thu. 9/16/2021 8:00 PM, 60 min.) 0.544 million adults 25-54
5. Tucker Carlson Tonight (FOXNC, Mon. 9/13/2021 8:00 PM, 60 min.) 0.542 million adults 25-54
6. Hannity (FOXNC, Tue. 9/14/2021 9:00 PM, 60 min.) 0.538 million adults 25-54
7. Hannity (FOXNC, Thu. 9/16/2021 9:00 PM, 60 min.) 0.514 million adults 25-54
8. Tucker Carlson Tonight (FOXNC, Fri. 9/17/2021 8:00 PM, 60 min.) 0.510 million adults 25-54
9. The Five (FOXNC, Tue. 9/14/2021 5:00 PM, 60 min.) 0.491 million adults 25-54
10. The Five (FOXNC, Wed. 9/15/2021 5:00 PM, 60 min.) 0.479 million adults 25-54
29. CNN Special Coverage “California Governor Recall Election” (CNN, Tue. 9/14/2021 11:00 PM, 60 min.) 0.344 million adults 25-54
36. Rachel Maddow Show (MSNBC, Tue. 9/14/2021 9:00 PM, 60 min.) 0.315 million adults 25-54
Source: Live+Same Day data, Nielsen Media Research
Pivoting to News/Talk Was A Natural Move For Steve Malzberg
“Censorship from management is something that you just need to put up with. If you don’t like it, you can leave.”
RT America host Steve Malzberg’s accomplished career began in sports but deep down he always had a passion for politics. Even before right-wing commentators were accusing the woke sports media of pandering to a specific base, Malzberg saw the hypocrisy in some of the day-to-day coverage.
The liberal bent fueled Malzberg’s creativity and desire to be different. Topics like race in sports often gave him fodder for his nightly shows in New York City. Years of railing against liberal opponents eventually made switching to news/talk full-time, seamless.
Malzberg’s unique skill set has translated well in both radio and television. Following a lengthy run at iconic WABC Radio, he was hired at WOR Radio and was eventually replaced by New York’s former governor David Patterson.
In 2013, he was hired by Newsmax TV to host the Steve Malzberg Show. Last year, he inked a deal with RT America to host a media commentary show. Now, very content and with plenty of creative freedom, Malzberg offers his expertise on media bias to millions of people. Malzberg recently sat down with Barrett News Media to discuss his path to success, his job at RT America, and how the death of Rush Limbaugh rocked conservative media to its core.
Ryan Hedrick: How did your career start?
Steve Malzberg: I started in sportsfor the first ten years or so of my career. I hosted the New York Yankees pre and post-game shows for a year, Jets pre and post-game shows for four years, Devils pre and post-game shows for a year. I had the honor of going to Super Bowls, Stanley Cups Finals and everything else you could imagine.
RH: Was the news/talk format one you envisioned moving into?
SM: I always had politics in me. My career took a different turn the night OJ Simpson was driving around in a Bronco. That event led to me switching. I was supposed to cover the Knicks who were playing the Houston Rockets at Madison Square Garden in the NBA Finals.
My program director asked me to stay around, come on after the game and cover the OJ story. He invited me to come on the very next day and provide live coverage of the OJ saga and after that I started filling in for other hosts doing political talk and more in the realm of current news events.
RH: One of the biggest challenges for transitioning from sports talk to news/talk is finding your voice. Did that come naturally to you?
SM: Yes. I used to love covering Jesse Jackson when I was doing sports. He would protest that athletics needed more Black coaches. I remember Filip Bondy and Harvey Araton wrote a book on the NBA. One of the themes was how hard and how terrible it must be to be a Black NBA player and deal with white public relations people, that irked me.
RH: You were the first-ever host of Newsmax TV. Are you still a viewer of the network? If so, what are your thoughts on how it’s developed?
SM: I am not going to say anything bad about my former place of employment. Chris Ruddy who runs Newsmax TV was always very hands-on. I am sure he’s just as hands-on now. I know after I left, they brought in a lot of people with hard news experience. I think they have a great mix of talent there, but I can’t say that I watch so I don’t have much to say about the programming.
RH: You’re currently hosting for RT America. What role do you believe you and your network are playing in educating conservative news media moderates push back against cancel culture?
SM: On RT America I host Eat the Press which is kind of a play on Meet the Press, but it’s not aimed at the show by any stretch of the imagination. What we do is really devour the press and their bias. I have the freedom to present examples of media bias every week and I think I do my part of trying to hold the media accountable.
I also have wonderful A-list guests who continue to come on with me. Great conservative Hollywood people join the show such as Robert Davi, Kevin Sorbo, and Maria Conchita Alonso. They buck the trend in Hollywood.
Conservative media is doing a great job getting the word out there. Shows like Fox & Friends are blowing away CNN and MSNBC in the ratings. However, the media is still dominated by the left, and with the advent of social media and the ability and willingness of Big Tech to cooperate with the government and in some instances ban conservatives, we have an uphill fight!
RH: What role do you feel social media plays in helping conservatives get their truth out?
SM: Social media is where it’s at. If we are limited then we are losing. We can’t put doubts about the vaccine or questions about a third shot or any topic without the liberals at Facebook and Google monitoring us and taking us down.
RH: As a host with strong opinions, are you ever concerned about being censored or canceled?
SM: Censorship has existed in one form or another in broadcasting throughout my career. I could go back to any of the stations or networks I have ever worked at and tell you that I’ve been told what not to say, not so much what to say.
Censorship from management is something that you just need to put up with. If you don’t like it, you can leave. I always found that my censorship was carried out in my passion or support of Israel. At RT America, we have a meeting. I come up with the guests and ideas and book the guests and there’s only been one disagreement with a guest. I have never been told what to say or how to say something.
RH: What type of impact do you feel the death of Rush Limbaugh has had on conservative media as a whole?
SM: I was fortunate enough to know Rush and be there when he arrived at WABC in 1988. I knew Rush for many, many years. Limbaugh is irreplaceable. His death set conservative media back. No offense to the people that have taken over for Rush, but I don’t listen. It’s not the same and it’s not appointment radio. I just don’t see how you fill the loss.
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