融媒广告播音须强“三力”

Integrated Media Advertising Broadcasting Must Strengthen“Three Forces”

在融媒体语境下,县级广播电视台广告节目业态呈现出精短化、新奇化、隽永化倾向,与之相应的广告播音和配音对工作人员提出了更高的要求。为更好地适应这一客观要求,双辽广播电视台在实践和探索中总结出:县级广播电视台播音员和主持人只有练就更强的文字驾驭能力、声音塑造能力和技术操作能力,才能更好地适应不同广告节目业态对播音工作的客观要求。

In the context of integrated media,county-level radio and television advertising programs tend to be short,novel,and timeless,and the corresponding advertising broadcasting and dubbing have put forward higher requirements for staff.To better adapt to this objective requirement,Shuangliao Radio and Television concluded in practice and exploration that the announcers and hosts of county-level radio and television stations can only develop stronger writing ability,voice shaping ability and technical operation ability,which helps in better adapting to the objective requirements of different advertising program formats for broadcasting work.