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Television and Radio
Announcing
Stuart HydeSan Francisco State University
Dina A. IbrahimSan Francisco State University
Twelfth Edition
Boston Columbus Indianapolis New York San Francisco Upper Saddle RiverAmsterdam Cape Town Dubai London Madrid Milan Munich Paris Montréal Toronto
Delhi Mexico City São Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo
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Editor-in-Chief: Ashley DodgeSenior Acquisitions Editor: Melissa MashburnEditorial Assistant: Megan HermidaExecutive Marketing Manager: Kelly MayMarketing Coordinator: Theresa RotondoDigital Editor: Lisa DotsonDigital Project Lead: Sean SilverProduction Project Manager: Romaine DenisProject Coordination, Text Design, and Electronic Page Makeup: Mogana Sundaramurthy/Integra Software Services Pvt. Ltd.Creative Director: Jayne ConteCover Designer: Bruce KenselaarText Permissions Specialist: Craig A. JonesPhoto Permissions Specialist: Joanne Casulli/qbslearningPrinter/Binder: Courier WestfordCover Printer: Courier Westford
Credits appear on Page 277, which constitutes an extension of the copyright page.
Copyright © 2014, 2009 by Pearson Education, Inc.
All rights reserved. Manufactured in the United States of America. This publication is protected by Copyright, and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise. To obtain permission(s) to use material from this work, please submit a written request to Pearson Education, Inc., Permissions Department, One Lake Street, Upper Saddle River, New Jersey 07458, or you may fax your request to 201-236-3290.
Library of Congress Cataloging-in-Publication Data
Hyde, Stuart Wallace Television and radio announcing/Stuart Hyde, San Francisco State University, Dina A. Ibrahim, San Francisco State University.—Twelfth edition. pages cm ISBN-13: 978-0-205-90137-1 (alk. paper) ISBN-10: 0-205-90137-9 (alk. paper) 1. Television announcing. 2. Radio announcing. I. Ibrahim, Dina A. II. Title. PN1990.9.A54H9 2014 791.4502'8'023—dc23 2012041866
10 9 8 7 6 5 4 3 2 1 —XXX—15 14 13 12
ISBN-10: 0-205-90137-9ISBN-13: 978-0-205-90137-1
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This edition is dedicated to the memory of
Allie Hyde, to our families and to all students
seeking a career in broadcasting.
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ix
Preface xixAcknowledgments xxi
Chapter 1 Announcing for the Electronic Media 1
What You Can Gain from This Book 3The Announcer for the Electronic Media 3Education and Training 4Coursework Considerations 5
Within Your Major 5Beyond Your Major 5
CHECklIST Courses to Build Your Career 7The Announcer’s Responsibility 9PRACTICE Practicing with Equipment 10
Contents
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x Contents
Chapter 2 The Announcer as Communicator 12Principles of Effective Communication 13Interpreting Copy 14
Identifying the General Meaning 15Stating the Specific Purpose 15Identifying the General Mood 15Determining Changes in Mood 17Determining Parts and Structure 17
Analyzing Punctuation Marks Used in Scripts 19The Period 20The Comma 20The Question Mark 20Quotation Marks 20Parentheses 20Ellipses 21
Marking Copy 21Verifying Meaning and Pronunciation 22Reading Aloud 23
Reading Ahead 23Conveying Interest in Your Material 24Talking to Your Listener 25Employing Characterization: The Announcer as Actor 25Ad-Lib Announcing 25CHECklIST Analyzing Broadcast Copy 26PRACTICE Analyzing the Delivery of Professional Announcers 27
Know What You’re Talking About 28Be Interested in What You’re Saying 28Be Eager to Communicate with Your Listener 28Develop an Attractive Personality 28
PRACTICE Ad-Lib Announcing 29CHECklIST Improving Ad-Lib Announcing Skills 30CHECklIST Analyzing Broadcast Copy 31
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Contents xi
Chapter 3 Voice Analysis and Improvement 32Ways of Communicating 33How We Speak 33Speech Personality 35Analyzing Your Speech 35
Diagnostic Reading 36Four Aspects of Speech 36
Pitch 37Volume 38Tempo 39Vitality or Energy 40
Voice Quality 40Resonance Versus Thinness 40
Breathing and Breathing Exercises 42Common Voice Problems 43
Nasality and Denasality 43Huskiness 44Excessive Sibilance 44
PRACTICE Achieving a Low Pitch 45PRACTICE Varying Your Pitch 46PRACTICE Excessive Sibilance 46
Chapter 4 Pronunciation and Articulation 47Variations in U.S. and Canadian Speech 48Causes of Mispronunciation 49
Sloppy Articulation 49Physical Impairment 50Misreading 50Affectation 50Unfamiliarity with Correct Pronunciation 50
Pronunciation 50Speech Sounds of American English 50Vowels 51Diphthongs 55Consonant Sounds 57
Phonetic Transcription 58Microphones: Importance of Proper Usage 58
Articulation 58Articulation Problems 59
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xii Contents
Chapter 5 Audio Performance 64Audience Rapport: Radio 65Microphone Fright 65
Inexperience 66The Failure Syndrome 66Self-Esteem 67Mental Preparation 67The Way You Sound 68
Microphones 68Classification of Microphones 68
Microphone Consciousness 71Taking a Level 72Hand Signals 73
Performance Skills 74Preparing for a Performance 74Achieving a Conversational Style 75
CHECklIST Preparing to Perform 75Reading Telephone Numbers 77Developing a Sense of Time 78Other Tips for Improving Your Performance 78Evaluating Your Performance 79
PRACTICE Gauging Your Own Performance 79CHECklIST Evaluating Audio Performances 79SPoTlIgHT Breaking into the Announcing Field 80
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Contents xiii
Chapter 6 Video Performance 83Audience Rapport: Television 84Microphone Consciousness for Video Performers 85Camera Consciousness 85
Hitting Marks 86On-Camera Movement 87Holding Props 89Holding Scripts 90Using Peripheral Vision 90Clothing and Makeup 91Cue Cards 92Working with Prompters 92
Instructions and Cues 93Achieving Good Working Relationships 93Hand Signals 95Performance Skills 97
Preparing for a Performance 97Other Tips for Improving Your Performance 98Evaluating Your Video Performances 99
CHECklIST Evaluating Television Performances 99
Chapter 7 Commercials and Public-Service Announcements 101
Announcers as Actors 102Analyzing Commercial Copy 103
Structure: The Rule of Three 104Recording a Commercial in a Studio 106
Radio Spots 106Television and Film Voice-Overs 108
Working with Commercials During an On-Air Shift 108Character Voices 109SPoTlIgHT: Tips from a Voice-Over Pro 110Radio Public-Service Announcements 111Television Commercials 115CHECklIST Making Effective Television Commercials 117PRACTICE Producing Your Own Commercial 118PRACTICE Delivering Television Commercials 118
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xiv Contents
Chapter 8 Interview and Talk Programs 120Television Interview Shows Yesterday and Today 121Principles of Effective Interviewing 122
Avoid Abstraction 122Avoid Bias 123
Tips for Conducting Successful Interviews 124Preparing for the Interview 124The Guest 126
CHECklIST Becoming a Skilled Interviewer 127Conducting the Interview 129Listening 137Ending 137
Radio Talk Show Hosts 138Preparing for the Shift 138Performing as a Radio Talk Show Announcer 140Legal and Ethical Concerns 140Challenges and Responsibilities 141
Television Talk Programs 141Hosting Television Talk Shows 142Types of Talk Shows 142
PRACTICE Interviewing for Radio News 143PRACTICE Interviewing 143
Chapter 9 Radio News 146Radio News Today 147Anchoring Radio News 147
News Sources 148Preparing for a Shift 150Writing News 152
CHECklIST Writing Effective News Copy 152Delivering the News 156
The Radio Field Reporter 158Live Reporting 159Voicers, Actualities, Sceners, and Wraps 159
PRACTICE Rewriting News Copy 160
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Contents xv
Chapter 10 Television News 161News Media Today 162News on Television 162Requirements for News Reporters and Anchors 162Technology and Its Challenges 163Television Reporters 164
Preparing a Package 166Reporting Live from the Field 169
The News Anchor 171Working Conditions and Responsibilities 171Using a Prompter 173
Weather Reporting 174In the Beginning . . . 174And Then . . . 175Weather Reporting Today 175Preparing and Delivering Weather Reports 176Notes on Weather Reporting 176
Chapter 11 Music Announcing 178Music Radio Today 179An Upturn for Music Radio? 179Online DJs 180The DJ’s Job 181Music Radio Stations 181
Working Conditions 182Music at Independent Stations 186
Alternative DJ Opportunities 187Mobile DJs 187
Music Station Practices 187Announcing Styles 189Preparing for a Career as a DJ 189PRACTICE Honing DJ Skills 191CHECklIST Improving Your Popular-Music Announcing Style 192PRACTICE Tracking Rate of Delivery of DJs 192
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xvi Contents
Chapter 12 Sports Announcing 193Before Committing Yourself . . . 194
Working Conditions of Sports Announcers 195Interviewing Athletes 199
Editing Considerations 201Sports Reporting 201
The Television Sports Reporter 202The Radio Sports Director 203
Play-by-Play Announcing 206Practicing Play-by-Play Announcing 208
CHECklIST Questions to Ask Yourself Before You Enter an Announce Booth to Call a Game 209Calling the Game 209Additional Tips on Sportscasting 210
CHECklIST Becoming an Effective Play-by-Play Announcer 215The Play Analyst 215PRACTICE Play-by-Play Announcing 218PRACTICE Getting Athletes’ Names Right 219
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Contents xvii
Chapter 13 Starting Your Announcing Career 220What Next? 221Preparing for Your Career 222CHECklIST Assessing Your Career Potential 224Job-Hunting Tools 225
Résumés 225Photographs 229The Website 229The Cover Letter 229Audition or Résumé Recordings 230Freelancing 233Being Responsive 234
Digital Approach in Job Hunting 234Podcasting 235YouTube 235Social Networking 235Video Résumé 236
Finding Job Openings 236Applying for a Position at a Station 237Interviewing for a Job 238Joining a Union 240Going Where Your Career Takes You 240PRACTICE Drafting Your Résumé 241PRACTICE Checking Out the Job Scene 242
Glossary 243
Index 271
Credits 277
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xix
The first edition of this book appeared in 1959, the second 12 years later. Dur-ing those years, very little changed in broadcast technology or programming, so a revision wasn’t considered urgent. Gradually, however, several changes did
affect announcers, so these were reflected in a 1971 second edition. Developments in-cluded the rock-and-roll revolution, as well as slow but constant refinement of micro-phones, audio consoles, recorders, television cameras, and studio lighting. Even though many other changes occurred during these dozen years, they only had marginal effects on the preparation, performance duties, and job opportunities of most announcers.
The digital revolution changed all this. Developments in recent years have brought about a radically new concept of electronics and a reconfiguration of electronic media production practices and distribution modes. In addition, the Telecommunications Act of 1996 resulted in drastic changes in station ownership and FCC regulations. Be-cause both technical innovations and regulation changes affect announcers, a com-plete revision of many sections of Television and Radio Announcing was necessary.
But those issues are only part of the urgent need for a new edition. The Internet and social media opened up new access to production and new methods of distribution, including YouTube, Facebook, Twitter, Hulu, Netflix, and Podcasts. Cell phones and smart phones, which now do everything but cook breakfast, are used in a growing num-ber of applications. The act of streaming video from online sources is inspiring many to “cut the cord” and cancel cable subscriptions. The digital revolution evolved into a Web revolution, and Web 2.0, where users can also be content creators, has created new and exciting opportunities for aspiring broadcasters.
Because of these developments, bringing this edition up to date required recogni-tion of the realities of today’s students, who epitomize this new era. That demanded a perception of their culture, interests, objectives, and attitudes toward electronic com-munication. We are also grateful to the professors who helped us review the eleventh edition and made helpful suggestions for the current edition.
We believe that the greatest benefit of being a college teacher is the opportunity and need to be constantly aware of the evolving culture of one’s students. This twelfth edi-tion reflects the world of the students who will use this textbook.
We have made significant alterations and additions. Here are a few of them:
New to This Edition
• Innovativeapproachestoseekingemploymentopportunities
• StrategiestoincreaseyourpersonalbrandusingtheInternetandsocialmedia
Preface
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xx Preface
• Technical developments in equipment and production procedures are notedthroughout the book
• Tipsonusinghigh-definitioncamerasandmakeup
• Usefulinformationoncreatingvideoresumesanddigitalreelsforthejobsearch
• Updatedreferencestotelevision,radio,andonlineannouncingpractices.
While there have been many alterations to this new edition, it is important to note that this textbook boasts a strong lineage. This edition marks the fifty-first anniversary of the first edition, published in 1959. We live in a world of great and rapidly changing technology, and it is challenging to always keep up. While fully embracing and taking advantage of these changes, what ultimately matters is your impact as an announcer. If you use this privilege wisely, you will ensure a bright and rewarding career.
We wish you well.
Stuart Hyde & Dina Ibrahim
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xxi
Our thanks to our friends and family and to all the media professionals whose advice and input was invaluable to this edition.
Acknowledgments
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