Everyone has dreamed of getting lucky with a big win at some point.
For decades, radio stations have kept listeners engaged with the chance to win increasingly massive prizes. Whether it’s concert tickets, a holiday or even a life-changing sum of money, what really happens when you win big on the air?
While there might be some differences between stations and prizes, the experience is always one that blends the thrill of the win with some more down-to-earth procedures that need to be followed.
The initial call
Radio stations still have a huge amount of power to do good in the UK, and that also means that they offer a wide range of competitions to engage and reward their listeners.
For most radio listeners, the journey to a big competition win starts with either a call or a text to the radio station. Some competitions are based on trivia questions, while others make listeners identify a sound clip, or even that the caller is simply the X number to get through. Whatever the competition is, the bigger the win, the more fuss you can expect from the radio station itself.
The announcement is almost always made live on air, where the winner will speak to the DJ as they seek to get the most emotive reaction they can.
Verification checks
After the initial outburst of joy, things soon get down to business. The radio station’s legal department or promotions team will contact the winner to verify their identity. This has to be done to ensure they were eligible to take part in the competition in the first place. Most competitions are only open to over-18s, and other criteria, such as not being an employee of the radio station, may apply.
A declaration stating that the player meets those terms and conditions is signed. In general, the bigger the prize on offer, the more checks will be performed to ensure everything is above board.
Paperwork and prize distribution
Radio stations have to follow strict rules when it comes to competitions. Winners will have to sign an agreement that acknowledges the terms of the prize. If it’s cash, then the winner could be asked for their bank details straight away so a transfer can take place. Some stations still prefer the oversized novelty cheque, especially if they’re going to use photos for promotional purposes.
Physical prizes often need to be collected. Cars have to be accepted at a dealership, while holidays are often given as a voucher with details of a travel agent to coordinate the booking. These prizes are not exchangeable for cash, and typically, they can’t be transferred to someone else.
Hidden costs
In the UK, winners don’t pay income tax on prizes won through competitions. But this doesn’t mean a big win can’t come without cost. A brand new car will need to be taxed, insured, maintained and fuelled to keep it on the road. Holidays may not come with spending money, meaning that piggy banks might have to be raided before you set foot on a flight.
The winner’s agreement will contain all of the finer details, and winners should curb their excitement and read the small print so they know exactly what they’re getting.
The publicity machine
If it’s a major win from a big radio station, then there will be publicity. Names, locations and photographs are likely to be used in marketing materials, including those on social media. This publicity is often written into the terms and conditions of a competition, meaning winners must agree to it to claim their prize.
Winners could be required to go to the station for interviews and photo ops. If it’s a particularly noteworthy prize, then there might even be 15 minutes of fame in the local press to be enjoyed or endured, depending on your sensibilities.
How does this compare to other big wins?
Players who have had other big wins elsewhere can compare and contrast what it’s like to win a big prize on the radio. For example, what happens after a big casino win?
Casinos are places where big wins can happen multiple times a day. But in these cases, the prize on offer is almost always cash. In a traditional casino, a big win draws immediate attention, especially on a slot machine where lights flash and bells ring. Staff will immediately attend to a winner, documenting the entire process. Like in radio contests, players will have to verify their identity before the prize is handed over.
There is a similar process if a big win is had in an online casino, although without the flashing lights. ID and banking information for winnings to be paid into will have to be provided. If verification can’t be completed, then the prize could be withheld.
Final thoughts
Winning big on the radio can be a whirlwind. Joy, bureaucracy and a public spectacle are all combined in a way not often seen. Rules must be followed and pitfalls may be found, but for those enjoying the prospect of a holiday, a car or a substantial stack of cash, the experience of filling in some paperwork will long be forgotten while the memories of a big win remain.