They are faces on a screen, images and icons, sometimes in a virtual world that only exists on television.

But we welcome them into our living rooms like members of the family, sharing triumphs and tears from near and far.

We feel like we know them personally, and pass judgment on what they say and how they look.

Viewers feel connected to them, and over time they become a little part of our lives, part of the city's identity.

So viewers take it personally when there are changes in the land of Tiny Talent Time, Norm Marshall, Dick Beddoes and Tom Cherington.

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Broadcasting veteran Bob Bratina has an immediately recognizable, reassuring voice. He understands more than most the bond that can be established by listeners and viewers.

The Ward 2 councillor said when some people hear his voice today, it's like you flipped a switch -- instant recognition. "'You're Bob Bratina. I've listened to you for years. You're like part of my world.'"

Bratina appreciates the connection.

"In fact, a good broadcasting company would want to engender that, create that. Find the employees that you feel relate well to the community and build on that."

But that connection can be a double-edged sword.

"When you get rid of them, (the audience) doesn't understand. I've seen that happen in many cases." When Bratina left CFRB in 1988, his rating was 120,000 for the time slot. He was replaced by Andy Barrie, and the ratings dropped to 90,000.

"That was 25 per cent of that audience that left when that change was made.

"That's what you're gambling on if you're going to deal harshly with a person who has become part of the community.

"In my case, I know there was a big backlash."

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In other medium-sized markets, on-air staff have traditionally used the local operation as a stepping stone to larger cities and higher profiles.

But the opposite is true at CHCH. Many have ended up staying for several years, and have become inexorably linked to the community.

In fact, in some cases they enjoy higher profiles than politicians or musicians.

Other cities seem to attract nomads going from station to station, while this market has enjoyed a solid continuity.

Another reason for their high profile is the sheer volume of volunteer work that has been the hallmark of several CHCH personalities, including Dan McLean, Connie Smith and Matt Hayes.

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Marc Ouellette, an assistant professor of cultural studies at McMaster University, agrees many of us feel connected to the TV faces we welcome into our homes. Plus, we establish a comfort zone in our viewing that we don't want to jeopardize with changes.

He said television has a way of making things concrete. It fixes images for viewers, freezing them like a photograph.

The goal of programs and advertisers is to have an image become iconic representing the whole of the product.

"So you think of them, and you have this one-to-one relationship where the one person stands for all the news. And the weather guy stands for all the weather."

But if those people we feel we have this relationship with disappear, do viewers then have to recalibrate themselves? "Yes, absolutely."

Ouellette also said many of us say we are in favour of change.

"But the truth is, comfort is very, very important to a lot of us."

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TV can offer comfort, and familiarity, like an old pair of slippers. But when that familiarity is threatened, it seems to offend us.

There are job losses in several sectors. But somehow, the loss of the same faces that once shepherded area residents through earth-shattering news on a global scale seems more unsettling. It brings the economic reality to our doorstep, invading our comfort zone.

blawson@thespec.com

905-526-2463