Remember the "I Listen To CHUM" contest back in the 70s? It was a huge success and garnered a lot of publicity. And some people actually answered their phones that way, just in case.

It's been a long time since those days, but even with the advent of cell phones, it's never completely faded away. And now 680 News is resurrecting it with a modern twist. 

Beginning Monday, the station will be giving out four "keywords" a day that have to be texted to a special number. Then at 5 PM weekdays, a randomly chosen entrant will be called and if they answer their phone with the phrase "It pays to listen to 680 News Radio," they'll win $680. If not, they'll keep calling someone else until a winner is found. 

All I could think of when I heard about this contest was the old CHUM standard, and I guess it was inevitable with cell phones, someone would resurrect the idea. I'll give them this - the format does not really lend itself to contests. So beyond the long running "Weather Guarantee," (which is only rarely given away) at least this one doesn't distract from the actual format. 

Telephony has changed a lot since the CHUM was a rock station. Here are some added rules for the contest, including some provisions that never existed in 1050's halcyon days - like listening long distance on the Internet. 

"You must be able to access the Station’s terrestrial broadcast. To be deemed a potential winner, a listener must answer within 4 rings & answer the phone and say the phrase that pays “It pays to listen to 680 NewsRadio” to win. Voicemail or any automated pre-recorded messages does not count."

I still hate the fact you have to answer a skill testing question to win. But that's the outdated Canadian law and not the station's fault. 

680 NewsRadio PAY DAY