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PROMO MARKETING
Who Do You Approach For TV Imaging Jobs?
A Shift From Local To Corporate Decision-Makers
August 11, 2016

By Dave Courvoisier
Voice Actor & TV News Anchor

Several VO colleagues recently asked me the same question:

"How do you approach local TV affiliate stations about Promo/News Imaging jobs?"

Why me?  Well, I've been toiling away in CBS, NBC, and ABC affiliated stations since 1979, and I've noticed a thing or two along the way. In fact, now that I'm a voice actor myself, I realize how cool it is to be the "voice" of a TV station - to do those news opens, and to be on call every day to cut the latest news promos and more. 

Of course, I personally can't do those jobs, because it would be a breach of my news anchor contract. 

However, I've gotten familiar with decision-making processes at network affiliates, and below is my answer to those voice actors who wondered about how the system works these days. 

THE NEW REALITY

Note, this answer is different that the one I would've written two or three years ago.

Things are changing fast in local broadcast TV. The new reality stands aside from ownership, network affiliation, programming or personnel. 

The main disruptor of legacy broadcast paradigms is the Internet and social media, and by extension, the ad dollars that are going THERE instead of into broadcast.

I hope you get something out of my explanation ...

TRIED AND TRUE ...


Let's start with the basic historical tried and true: Each station's promotions director independently chooses the voice they want. This person might have the title: Production Director, or Commercial Director - and even the News Director at some stations may have that responsibility.

Lord knows how they make that voice choice. They may rely on past relationships, word of mouth - other News Directors/Promotions Directors - agents, casting services, consultants, or their own research.

My guess is the above paradigm is losing traction in the environment of stations being bought-out and belonging to media groups of stations. Which leads me to my next point ...

SHIFTING TO CORPORATE LEVEL

The decision for local TV voices is increasingly made at a higher corporate level by some station "group" manager - either nationally or according to regions/districts.

I'm not sure what title that person would have. I would imagine it varies widely according to the company.

Chances are, though, that if you get through to that person, and they like you, that you could ostensibly end up as the voice for many stations in their group.

That would be nice, but the compensation would be less than the above scenario of finding each station one at a time. In other words, the corporate person choosing a voice would expect a "volume discount" for choosing you for many of their affiliates.

NETWORK ALLEGIANCES


A final scenario involves allegiances along network lines: CBS, NBC, ABC, FOX, etc.

The network itself may make suggestions or apply pressure in some way to have their affiliates accept a certain "sound" or voice personality to be consistent with their news product.

This would certainly be more true of so-called "O & O's".... stations that are owned AND operated by the networks themselves, usually the biggest national markets: LA, NYC, SF, Dallas, etc.

How well the big agencies (e.g. ATLAS, TGMD, etc.) are plugged into this system is a matter of conjecture. I'm sure it has to do with legacy relationships, agreements/contracts already in place, and enterprising people such as you inserting themselves into the process.

Having worked in affiliate TV for 30+ years, I can tell you this is the truth as far as I know it.

More and more, is it becoming a corporate decision by someone who arranges a deal for a "volume discount" to all their member stations.
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ABOUT DAVE
Dave Courvoisier is an Emmy Award-winning broadcaster, writer, producer, voice actor, and the main weeknight news anchor on KLAS-TV, Channel 8, the Las Vegas CBS affiliate. He also writes Voice-Acting in Vegas, a daily blog of voice over adventures, observations and technology, and is author and publisher of the book, More Than Just A Voice: The Real Secret To VoiceOver Success.

Email: CourVO@CourVO.com
Web: http://www.courvo.com
Blog: http://www.courvo.biz
More Than Just A Voice: http://courvo.com/more-than-just-a-voice

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Comments (5)
Dave Courvoisier
8/11/2016 at 7:31 PM
Tom Daniels:
I have no idea about compensation rates. I would hazard a guess that it's a closely guarded secret...unique to each station...and something you might want to approach other voice-actors about. Or check out the GVAA Rates Resource.

Steve Hammill:
Yes, at least 5 days a week for sure.

Bettye:
So right. Also start following and interacting with them on social media. A visit in person can be valuable too.

Thanks for commenting, everyone!

Dave Courvoisier
Tom Daniels
8/11/2016 at 4:59 PM
This is a topic of specific interest to me. I didn't get much in the way of specific info in this one, Dave. Where can one find out what these contracts pay in each instance, so as to know where to start with negotiations on a dollars and sense level?
steve hammill
8/11/2016 at 1:57 PM
This sounds like a cushy gig, however, it is a seven day a week responsibility. At least that's how I remember it when I was in TV ('70s).

Is it still that way - seven days a week, Dave, or does the station voice get time off on the weekends?
Bettye Zoller
8/11/2016 at 9:57 AM
Locally, a great shot for newcomers is to get to know local TV station staffers in your hometown and suburbs! Get demos to them! Offer to do public service announcements free! Lots of ways to "get heard!"
Lynn E Benson
8/11/2016 at 9:41 AM
Thanks, Dave for your informed insight. Corporate control has indeed changed the landscape in many ways. This includes all broadcast. Being aware of the reality helps one to make a plan.
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