We only have seconds to grab your attention to keep you tuned in. The first words, images, and sounds must be effective, powerful, and urgent.
The producer writes the script, picks the sound bites, chooses the titles, and selects the branding. The anchor records their track and reporters send in their clusters.
As an editor, I take the script and all the elements to create a compelling, creative, fast-paced, attention grabbing teaser.