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Understanding Broadcast Media and Advertising: Talent, Storyboards, Auditions, Rates, and Advantages

This article explores the various aspects of broadcast media and advertising, including talent agencies, storyboard development, auditions, rates, and the advantages and disadvantages of television and radio advertising.

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Understanding Broadcast Media and Advertising: Talent, Storyboards, Auditions, Rates, and Advantages

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  1. Standard 3.3 Understanding Broadcast Media

  2. Broadcast Media includes TELEVISION and RADIO

  3. Advertising Agencies – companies that work jointly with business clients to develop advertising campaigns. • Talent & Modeling Agencies – companies that work jointly with advertising agencies to supply the talent (i.e. actors & models) needed for advertising projects such as print work for magazines & newspapers, TV commercials, runway, radio, etc.

  4. Storyboards – pictures in the shape of TV screens usually depicting scenes for the advertisements. Story boards may also have speakers names, sound effects and camera commands.

  5. Storyboard Development • Storyboard Design • Artist carefully designs how each scene should appear, arranging actors, scenery, props, lighting, and camera angles to maximize impact, beauty, and mood. • Storyboard helps artists visualize commercial’s tone and sequence of action, discover any conceptual weakness, and make presentations for management approval. • Storyboard serves as a guide for filming.

  6. Here is a sample of the actual storyboard used to create the opening ceremony for the (scenes 1-8) Salt Lake 2002 XIX Olympic Winter Games

  7. Types of Auditions • Advertising agencies usually use talent agencies or manager/agents to find the models or actors for their t.v. movie, print, runway or radio ads. These models/talent go to auditions or “go-sees” to try out for particular rolls. • Three types of auditions are: • Cattle Calls • Improv • Scripts

  8. Auditions • Cattle Calls – Usually have 8 or more people lined up and slating in (saying their name, age and agency into the camera) The advertising agency or casting director chooses who they want to fill the part called for in the advertisement. • Improv – involves more acting skills than a cattle call. The actors/talent are given a scenario and are asked to act out (role play) the situation. • Click Here to see Examples of Bad Auditions • Scripts – are exact words usually written by the advertisers that show the speakers’ names, the description of sound effects, sometimes camera movement and the words to be spoken by the actor.

  9. Vouchers – are used to record and pay the actors, talent agencies and advertising agencies. They usually include each party’s information, name of job, location, date & time and length of run.

  10. Imagery transfer- is when advertisers run a schedule on t.v. and then convert the audio portion into radio (transferring that t.v. image to radio) • Rates and buying time - Most network t.v. advertising is sold on a participation basis with most advertisers buying a 30 second spot.  A preemptionrateis when an advertiser agrees to be bumped to another spot if another advertiser pays a higher premium rate offered on the t.v. stations rate card. 

  11. Makegoodis when a TV commercial is not run as specified in the contract and the station will make good by offering  free advertising time to compensate for incorrect spots. • Primetime for network and cable TV is between 8:00pm and 11:00pm when millions of viewers are watching.  It is the most expensive advertising time. • Drive Time (Radio primetime)-  The best time for radio advertisements are when people are driving to and from work (late afternoon and early evening).

  12. T.V. and Radio Advantages & Disadvantages

  13. Viewership or Listenership Audience viewership or listenership affects advertising rates.  Rates vary from station to station but the highest volume of viewers carries the highest price tag.  Also special events affect advertising rate, such as the super bowl.

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