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Prompter UniversityPO Box 11929
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Why A Teleprompter? The need for Teleprompting arose from Broadcast Television's need for riveting eye-contact between the broadcast news anchors and the viewer. News quality was often judged not just by content, but also by presentation. And there was no getting around that the home viewer could not help but be attracted to the news caster who spoke directly to them. Broadcasters realized early-on that the integrity (honesty, quality, credibility) of a news show relied on eye-contact with the viewer. This rationalization was the old school belief that no one could lie to you if they were looking you square in the eye. And while that arguement would be hard to substantiate nowadays, the use of teleprompters had a decidedly positive effect on the overall quality of the presentation, if not the content, of news broadcasts over the years. Adding to the attractiveness of news anchors was the teleprompters ability to help the news anchor feel more comfortable. It is hard for a 'prompted' news anchor NOT to exude confidence on the set. There is little to 'surprise' them during the broadcast. They always seem to be 'on top of things', being clear and aticulate in the midst of the worst of news. Bad things can happen on the news set, but the teleprompter usually only contributes negatively once in a while. I once saw a pair of news anchors dive for cover when an in-studio lamp exploded just as they were closing up a story on the war effort in Iraq. Obvously, tensions were high in the studio (studio lamps are enclosed in protective cases which do not allow shattered glass to escape). It is also true that teleprompters have evolved to provide additional benefits to the broadcaster. Not the least of which is being able to 'time' broadcasts to the second by controlling the teleprompter from the control room. Network news, as does most content, relies on sponsors for funding, and sponsors HAVE to have their time slots. Missing even a second or two here and there means a renegotiated contract between the ad agency and the network. Time is of the essence. Content has unfortunately taken a back seat to presentation. Another teleprompter benefit to the broadcasters is that it allows them to hire less experienced anchors. People that look good are more important as things are now. The teleprompter has kind of evened the playing field for newcomers. A broadcaster can also spend less time (money) in training new news presenters, and likewise pay them less as the pool grows. And finally, the teleprompter offers a way for the broadcaster to control the news (the message) that goes out over his station(s). The teleprompter is unyielding in that news anchors will find it difficult to adlib unless the teleprompter operator provides him a window of opportunity. But a control room operated teleprompter will almost ensure that that doesn't happen to the detriment of the station.
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