The article examines the linguistic methods of keeping the audience’s attention on the music and entertainment radio station “Europe Plus”. As the main technique, the author highlights the creation of tension on the radio air. This technique is modeled with the help of such lexical means as emotional and tonal vocabulary (both positive and negative coloring), vocabulary with the so-called “anxious” semantics, as well as with the help of non-linear construction of the broadcast: prospection and retardation. The conclusion is made that the greatest effect can be achieved through the convergence of various techniques.