The voice-over announcers used by TV stations often represent as much of the branding of the station as anything else. That voice is heard on news image promos, programming episodics, community project announcements, special report spots and even daily topicals. Regardless of the nature of the spot, the way the spot is edited or the […]
The voice-over announcers used by TV stations often represent as much of the branding of the station as anything else.
That voice is heard on news image promos, programming episodics, community project announcements, special report spots and even daily topicals.
Regardless of the nature of the spot, the way the spot is edited or the subject matter, the station announcer is the one branding element that is consistent throughout the station’s marketing and advertising.
And it should be. You want the viewer to be able to hear your announcer and think of your station.
Some broadcast groups want their stations to use certain announcers. Some prefer you use any announcer represented by a certain company.
What stations want from their announcers are range, versatility and, of course, a pleasing voice.
If your station is considering a voice-over change, you might want to give a listen to Josh Goodman.
Goodman’s career started when he was just 12 years old and landed a gig at a local college radio station. “I loved it and was in radio for a long time and traveled around the country and it was awesome. My interest in radio was definitely in being on the air, but I was fascinated by the whole ‘theatre of the mind of radio’. Yeah, as a kid I loved it.”
Goodman is currently the voice-over announcer for WBNS, the Dispatch CBS affiliate in Columbus, Ohio, and KLAS, Nexstar’s CBS in Las Vegas.
He recognizes that the announcer field is very competitive, and that stations don’t like to take risks so you hear many of the same voices across the country.
“But at the same time there is a need for new voices, a new sound, and new points of view,” he says.
Goodman believes one of the reasons his stations like using him is “I have a youthfulness to my sound that stations are kind of going for these days. They are shying away from the big, bold, ballsy announcer voices that have been the mainstay of TV for a long time.”
Another reason is Goodman’s range and flexibility. Coming into it with a fresh pair of eyes and ears and giving a fresh take on some of the same copy, Goodman hopes, will be refreshing to more and more stations.
“I can turn on a dime for a peppy, upbeat morning show, or be serious. Having that versatility is an asset.”
And working with producers during a recording session is another positive Goodman brings to the table.
“Being able to be directed is important. It’s my job to take what’s in the producer or the creative director’s head and make it sing, but then I might just see something that they didn’t see and I can offer an alternate take that they appreciate.”
But maybe the best part of having Josh Goodman as your station announcer is his commitment to being available whenever the station needs him, at his home studio in Denver, or on the road.
Like when he’ll be at the PromaxBDA Station Summit. Goodman brings a portable setup so he can record anywhere, in his car or hotel room.
“It’s a microphone with an interface into a computer.”
In hotel rooms, Goodman deadens the sound using extra pillows and hangs blankets to make a little recording fort.
Overall, Goodman sees a change coming ahead for stations that want to appeal to new viewers.
“There’s a different sound now than there was back in the ’80s or ’90s. There is a whole new generation out there that’s listening. It’s pretty cool to be a part of that. I love that about TV.”
NOTE: Here’s an infamous voice-over session with the late actor-turned announcer, Orson Welles, who really gives it to the writer/producer directing his voice. I couldn’t write an article about announcing without showing this.
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