A promo (a

shorthand Shorthand is an abbreviated symbolic writing method that increases speed and brevity of writing as compared to Cursive, longhand, a more common method of writing a language. The process of writing in shorthand is called stenography, from the Gr ...

term for promotion) is a form of commercial

advertising Advertising is the practice and techniques employed to bring attention to a Product (business), product or Service (economics), service. Advertising aims to present a product or service in terms of utility, advantages, and qualities of int ...

used in

broadcast media Broadcasting is the distribution of audio audiovisual content to dispersed audiences via a electronic mass communications medium, typically one using the electromagnetic spectrum (radio waves), in a one-to-many model. Broadcasting began wit ...

, either

television Television (TV) is a telecommunication medium for transmitting moving images and sound. Additionally, the term can refer to a physical television set rather than the medium of transmission. Television is a mass medium for advertising, ...

radio Radio is the technology of communicating using radio waves. Radio waves are electromagnetic waves of frequency between 3 hertz (Hz) and 300 gigahertz (GHz). They are generated by an electronic device called a transmitter connec ...

, which promotes a program airing on a television or radio station/network to the viewing or listening audience. Promos usually appear during

commercial break A television advertisement (also called a commercial, spot, break, advert, or ad) is a span of television programming produced and paid for by an organization. It conveys a message promoting, and aiming to market, a product, service or idea. ...

s, although sometimes they appear during another program.

Background

Promos typically run from 15 to 60 seconds, with 30-second spots being the most common, although some occasionally run as little as five seconds or as long as 90 seconds. Most promos comprise video or audio clips of scenes or segments from an upcoming program, such as a television or radio series,

film A film, also known as a movie or motion picture, is a work of visual art that simulates experiences and otherwise communicates ideas, stories, perceptions, emotions, or atmosphere through the use of moving images that are generally, sinc ...

or special. Some television promos, particularly for an upcoming television series, are in a

monologue In theatre, a monologue (also known as monolog in North American English) (in , from μόνος ''mónos'', "alone, solitary" and λόγος ''lógos'', "speech") is a speech presented by a single character, most often to express their thoughts ...

format in which a star or host of the program breaks the

fourth wall The fourth wall is a performance dramatic convention, convention in which an invisible, imaginary wall separates actors from the audience. While the audience can see through this "wall", the convention assumes the actors act as if they cannot. ...

, which is may often be done in a humorous and/or parodical manner. Most radio promos utilize this format as well, with a host of the program discussing the show itself, though some feature audio clips from past editions of the radio broadcast.

Broadcast Broadcasting is the data distribution, distribution of sound, audio audiovisual content to dispersed audiences via a electronic medium (communication), mass communications medium, typically one using the electromagnetic spectrum (radio waves), ...

television station A television station is a set of equipment managed by a business, organisation or other entity such as an amateur television (ATV) operator, that transmits video content and audio content via radio waves directly from a transmitter on the earth's s ...

s promote upcoming newscasts by featuring teases of select story packages to be featured in the broadcast, such as an investigative report or a special-interest feature segment. The airdate and time of the program's broadcast as well as the name and/or logo of the station or network that the program will be broadcast on are displayed either at the end of or throughout the promo (in the latter case, the airtime and network/station may be displayed before it is mentioned by the

announcer An announcer is a voice artist who relays information to the audience on a broadcast media programme or live event either on radio or television. Television and other media Some announcers work in television production, radio or filmmaki ...

). Until the mid-1980s, on broadcast television stations the text showing the date and time, along with the station logo were displayed on the bottom of the screen. Unlike with broadcast and cable television, airtime information is not pre-displayed on promos for syndicated programs, as syndicated programs are typically aired at different times depending on the

market Market is a term used to describe concepts such as: *Market (economics), system in which parties engage in transactions according to supply and demand *Market economy *Marketplace, a physical marketplace or public market *Marketing, the act of sat ...

; they are instead inserted by the station itself). However, stations now posterize graphics over the tail end of a syndicated program promos where the program's logo is shown (many stations use this treatment on promos for programs airing on networks that the station maintains an affiliation, such as Fox and

The CW The CW Network, LLC (commonly referred to as The CW or simply CW) is an American commercial broadcast television network which is controlled by Nexstar Media Group through a 75% ownership interest. The network's name is derived from the firs ...

) or show the latter portion of the promo within a box surrounded by the graphic. Premium cable channels and other

television network A television broadcaster or television network is a telecommunications network for the distribution of television show, television content, where a central operation provides programming to many television stations, pay television providers or ...

s that do not accept outside advertising traditionally only air promos during pre-determined breaks that start after a program concludes; the length of these breaks can vary depending on the start time of the succeeding program, it is feasible for multiple program promotions to be shown within the break until the start of the next program.

Snipe

An ad in the

lower third In the television industry, a lower third is a graphic overlay placed in the title-safe lower area of the screen, though not necessarily the entire lower third of it, as the name suggests. In its simplest form, a lower third can just be tex ...

of a TV screen during a show helps to remind people what network they are watching. Called a snipe, this type of promotion targets people, especially younger people, who are used to seeing such items when they look at computer screens or cell phones. Some people have criticized the practice because it is distracting, and such ads may cover up

subtitle Subtitles are texts representing the contents of the audio in a film, television show, opera or other audiovisual media. Subtitles might provide a transcription or translation of spoken dialogue. Although naming conventions can vary, caption ...

s and prevent information from being seen. In some cases, the additional information can help people understand a story, but in others, too much information can interfere with communication.

References

{{DEFAULTSORT:Promo (media) Advertising by medium Television terminology Broadcasting

Background

Snipe

See also

References