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In our daily lives, there are some voices that have become so familiar and comforting, we often take them for granted. And that’s often the case for announcers, many of whom are anonymous when providing us with valuable information, yet doing so in a professional manner that encourages us to hang on to their every word.
But what exactly is the role of an announcer? Well, in classic terms an announcer is someone who makes public announcements, often in a formal or official capacity, such as those you might hear at airports or shopping malls, for example. You may have also noticed that some of the voices you hear at these locations can be pre-recorded.
However, announcers are most commonly associated with presenting information for TV and radio broadcasts. This can range from introducing programs to the delivery of news updates and providing commentary, keeping viewers and listeners informed, while generating interest and further engagement from the audience with the addition of personality.
These days, the sheer diversity and scope of announcer voice actors is quite the joy to behold, indicating this role in TV and radio broadcasting remains important, particularly when it comes to sharing information. Indeed, recording announcements has become an important niche within the voice acting industry, usually requiring a specific tone of voice and vocal presence, depending on the broadcast mediums deployed and the messages being conveyed.
Of course, the roles and requirements of announcers have changed through the generations, adapting and evolving to suit changing technologies, trends, and listener preferences. Let’s take an aural trip through broadcasting history to discover more.
Early Announcer Styles (1940s-1960s)
In the nascent stages of television broadcasting, announcer styles were most frequently characterized by formal and authoritative tones, heavily influenced by the era’s radio broadcasting traditions.
Announcers often hailed from theatrical backgrounds, so the delivery of information came with a sense of gravitas and performance. In the United Kingdom, the classic BBC announcer styles were crisp, clear and concise in their delivery, using a well-spoken English tone we might associate with the upper-class.
Interestingly, this gave rise to the “Mid-Atlantic Accent” in the United States, which became the popular voice of announcers in both radio and TV broadcasts. This attempted to shift away from the common rhotic American sound of pronunciation, emulating the non-rhotic British linguistic style, creating an American-British hybrid that dropped the “R” sound and softened vowels.
Often taught in affluent schools and acting classes, where the accent was encouraged, many famous Hollywood movie actors cultivated this vocal style. Great examples include Katherine Hepburn and Cary Grand, famed for their upper-crust intonation.
Transition Period (1970s-1980s)
As television became more prevalent and mainstream, announcer styles transitioned towards a more conversational and relatable approach. The emergence of color television and improved audio technology also allowed announcers to experiment with their delivery.
The transition was also marked by cultural shifts, with announcers adopting personas that resonated with the changing societal norms of the time. For the most part, that “Mid-Atlantic” sound was falling by the wayside in the United States, as prominent announcers and news anchors spoke with a more authentic American rhotic dialect.
Regional accents were no longer something to be ashamed of, both in American and British broadcasting, actively embraced to bring a more natural feel that resonated with audiences.
In the United Kingdom and when presenting information about upcoming programs, the BBC increasingly began using continuity announcers with regional accents, particularly for broadcasts in Scotland, Wales, and Northern Ireland.
Likewise, broadcasters in the United States also leaned towards using announcers with regionalized accents, albeit using what might be considered a more “professional” vocal sound for presenting news.
Modernization and Diversification (1990s-2000s)
The 1990s and 2000s witnessed a surge in the specialization of announcers, particularly in sports broadcasting. The rise of color commentators and sideline reporters added layers to the storytelling aspect of broadcasts, embracing a conversational tone of voice that helped to establish a stronger and more personal connection with audiences.
Interestingly, technological improvements were also influencing the sounds of announcers, particularly during the switch from analog to digital recordings, which ultimately revolutionized the editing process with the aid of voice modulation tools. Such tech allows for greater control of vocal sounds.
As globalization expanded audiences, announcers adapted their delivery styles to resonate with a more diverse range of viewers and listeners, recognizing the importance of cultural sensitivity and inclusivity. This also brought more female announcers into what had traditionally been regarded as a male-dominated space.
Likewise, the rise in popularity of internet broadcasts and podcasts brought opportunities for announcers to explore a greater range of styles and formats, including experimentation with tonal sounds of delivery aimed at reaching niche audiences
Technological Advancements (2010s-Present)
In the contemporary era, technological advancements have played a significant role in shaping announcer styles. The integration of artificial intelligence and virtual reality in broadcasting has allowed for more immersive and engaging experiences.
Moreover, the shift towards digital platforms and streaming services has prompted announcers to adapt their styles to resonate with online audiences, showcasing a blend of traditional professionalism and modern entertainment.
Largely influenced by popular culture, the diversity among announcers has never been greater than it is today, allowing broadcasters and streaming platforms to deploy voice talents who can resonate with specific audiences.
Nevertheless, one thing has remained constant from the earliest broadcasting era to the present day, and that’s a need to deliver information with clarity and purpose. This ensures that whatever the purpose of announcements, they are conveyed in ways that can easily be understood by viewers and listeners.
However, mediums of delivery have changed significantly, especially following the advent of social media and interactive platforms, transforming the very nature of audience engagement. Indeed, the role of an announcer has never been more diverse and varied than it is today, reaching targeted and specific audiences.
