ABSTRACT
In showbusiness, actors and performers are known as the ‘talent’ – a label that has been transferred to the newsreaders and anchors of TV and radio stations. Despite the hard work of the reporters, producers and other members of the news
team, a station’s reputation will stand or fall on the performance of these few front line people. A good anchor can boost a station’s ratings while a bad one will send them crashing. Little wonder the top ones attract top salaries, and the headhunters are always out looking for the most talented and charismatic newscasters. Presentation styles differ between general programming and news. The more a
programme aims to entertain, the warmer, friendlier and more relaxed its style will usually be, while news presenters tend to adopt a tone that is serious and more formal, in keeping with the weightier material of a bulletin. Despite convention, the two approaches are moving closer together. Broadcast
news is gradually becoming more personal and newsreaders more approachable and friendly.
