How contributors from the UK and other countries can succeed in the US broadcast landscape
by Brian Cattell
CLP Strategies has advised many businesspeople from the UK, and other countries, who wish to appear on US TV. Today, of course, there are more broadcast style opportunities than ever before, across the legacy networks and their local affiliates, new media channels, podcasts and other forums.
Some take to it like a duck to water. They are rare naturals. But there are some big differences between the demands of the US broadcast media versus other countries, including the UK.
While the core requirement – providing expert analysis and opinion of interest to producers and viewers— remains the same, the style, pacing, and expectations are quite distinct stateside. Obviously, the quicker you can adapt the more successful you will be. That’s when the producers will keep calling back!
Pacing and Energy Levels
One of the most noticeable differences is the energy and pacing of US broadcast. American television tends to move faster, with shorter segments and more emphasis on creating dynamic, attention-grabbing commentary. UK punditry, by contrast, often allows for more in-depth, slower-paced discussions, where the analysis unfolds over time. Segments on US shows, on the other hand, especially business news and opinion programs, often require quick, concise points that pack a punch in a limited timeframe.
Tone and Presentation
While UK punditry can have a more reserved, understated tone, US TV often favors a bolder, more confident style of delivery. US audiences are accustomed to pundits who project enthusiasm, strong opinions, and a bit of showmanship. A more reserved UK approach may be seen as overly cautious or lacking in engagement. Therefore, contributors from the UK and other countries may need to inject more energy and assertiveness into their delivery when addressing a US audience.
Cultural Context
US viewers expect pundits to not only offer expertise but also to understand and address the American context. For a UK pundit, this means being aware of US-specific political, social, and cultural nuances. While drawing on experiences from the UK can offer a valuable perspective, referencing local US examples or relating opinions to American experiences will resonate more strongly with US audiences. Familiarity with US sports, politics, or pop culture can help make points feel more relevant.
Engagement with Opposing Views
US television punditry is often more confrontational than its UK counterpart, with frequent debates and interactions with opposing views. British pundits may be more accustomed to polite exchanges, but US TV often expects lively, sometimes heated, back-and-forth discussions. Being comfortable with more aggressive challenges and maintaining a calm, assertive stance without appearing overly defensive or passive is crucial.
Adapting for Success on US TV
For a foreign contributor to adapt to US television successfully, several strategies can help bridge the gap:
Prepare to Be Concise: US TV segments are often short. Hone your ability to make key points quickly, without the lengthy buildup that might be typical in the UK.
Embrace a Stronger Persona: Cultivate a more dynamic and assertive presence on camera. Use confident body language, a stronger voice, and a bolder tone without losing authenticity.
Tailor Your Content: Understand the US audience by following local news, trends, and political debates. This allows you to speak to the concerns and interests of American viewers.
Handle Conflict Gracefully: Be ready to engage in debates and handle pushback without hesitation. Strong rebuttals and confident defenses of your position will help maintain credibility.
US TV and other platforms offer a terrific opportunity for business spokespeople to get their message across and build their brand. Being effective requires adapting to the faster pace, bolder tone, and culturally specific context. International contributors who embrace these differences and adjust their presentation style can capture the attention of American viewers and thrive in the US media landscape.