Broadcast Announcing Worktext, 4th Edition

Chapter Six

Commercial Announcing

6.1  Introduction

The underlying purpose of radio, television, and cable programming is to draw an audience. Access to listeners and viewers is then sold to advertisers in the form of commercials. Broadcast and, to a degree, cable stations, rely on the sale of commercials to generate enough revenue for the operation of the facility. Many different announcing situations will put the performer in the position of reading and recording commercials. A good performer in those commercials is likely to find a steady source of income, whether the announcer is a member of a station staff or a free-lancer who picks up jobs as an individual. This chapter explores the various forms of commercials, ways of properly analyzing ...