Television

“Working With Television”

The most predominant form of media we encounter is television. It is important, paramount to you and your business, that you and your management team understand how to interface with this medium.

News Division:

The News director and producer determine what is to be covered in coordination with the assignment editor. The assignment editor is the primary contact for news; the producer is the primary contact for feature shows. There is a weekend staff, as well as an after 7 p.m. staff. The weekend evening shifts make assignments and news decisions for their segments.

News reporters are looking for action/conflict in the story. The evening news is drama—visual and moving. Television news reporters also look for the local angle to the national story of the day. Primarily, television news is presented in 30-second segments. There is usually not time to “background” the reporter.

Keep in mind that news reporters have a maximum of three hours to spend on the average story--most of the time far less, including the time required for taping the story. This produces only a couple of minutes on the air and boils down to around 30 seconds for a spokesperson to tell his/her story.

Whether taped or live, interviews can be conducted in the television studio, in your office, before or after a speech, and even in the parking lot outside of the television station.

News interviews or segments are short and to the point. Frequently, you will be asked to remain on camera while other angles are shot for later insertion into the interview, showing the reporter listening, nodding, etc. This is called “cutaway” or “reversal” shots.

Interview/Talk Shows:

The “host”, who frequently is not the person who produces the show or schedules the guests, has an “image” or personality as either a nice person or a controversial one. There will usually be a representative from the opposition (in the U.S.A. this meets FCC requirements for equal time). Sometimes you are even asked to suggest a representative from the other side. Subject matter for these shows is usually local, or the local angle to a national story, unless you are on a national show or national cable network.

Documentaries:

These programs present in-depth coverage of an issue. Formats range from light appraisal such as of “PM Magazine” to the more serious look of CNN. Months of preparation can be involved in the preparation of a documentary.

Panel Call-In Shows:

These shows provide opportunities for more in-depth coverage of your issues. These shows are usually less glamorous and tend to be more localized. Often transcripts of the broadcast are made available to the viewers.

Cable:

Cable television growth has produced a second system of locally, regionally, and nationally produced programs, particularly in the U.S.A. This is a medium that continues to grow throughout the world and needs to be understood by those who come in contact with it. It is important to remember that most local cable systems do not produce their own programming; however, there are a few with local access availability, and more will probably appear in the future. As this area grows, the chances for being asked to be interviewed will increase as well.

In the next issue we will discuss the successful elements of preparing for a television appearance.

"Appearing on Television"