Sever-ance III

Jay Severin–or at least, a modified version thereof–could return to WTKK’s airwaves soon.

According to WGBH-TV’s Greater Boston, Severin–who was indefinitely suspended last month for controversial comments about Mexico’s role in the spread of swine flu–may be brought back under three conditions: a restructuring of his salary (said to be around $1 million annually), a change in the overly sarcastic tone of his show, and an agreement to broadcast the show from WTKK’s Dorchester, Mass. studios, as opposed to his home.

A toned-down Severin will be a better Severin. The “Extreme Games” host had a less acerbic tone during his tenure on WRKO-AM in the late-1990s; he maintained that civil tone in the early weeks of his WTKK tenure, before moving to a rougher, Michael Savage-esque style. For years, this style drew ratings and revenue–but as of late, Severin’s sarcasm hasn’t succeeded.

There have been suggestions that Greater Media, the parent company of WTKK, would like its talk stations to have a less over-the-top style. Not for nothing did WTKK recently run Philadelphia talk-radio star Michael Smerconish in Severin’s slot: Smerconish’s positive, partisan-but-not-excessively-so style is clearly less potentially controversial than Severin’s approach.

A restrained Severin could once again defeat current afternoon-drive talk radio king Howie Carr (of WRKO-AM) in the ratings. Severin was under no real obligation to take the Savage approach: he had enough talent to conquer Carr with a sober, intelligent tone. If Severin does return to the airwaves, he should seize this opportunity to enhance the overall quality of his show.

The talk-radio industry is facing its share of problems– the continued concerns about a possible government effort to pull the plug on the industry, questionable on-air behavior by some of the most successful figures in the business. Severin was forced off the airwaves because he was apparently viewed by management as part of the problem. If he returns to WTKK, he has enough talent to be part of the solution.

UPDATE: More from Randall Bloomquist and the Boston Globe.