Broadcast Announcing Worktext, 2nd 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 station. Many different announcing situations will put the broadcast 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 broadcast commercial announcer is a member of a station staff or a freelancer who picks up jobs as an individual. This chapter explores the various forms of commercials, ...