Cold tease

Definition

A cold tease is a promotional technique used in television news to entice viewers to stay tuned by hinting at exciting upcoming content without revealing too much detail. This strategy often involves a brief and captivating statement or visual that creates intrigue and anticipation, compelling the audience to continue watching. Cold teases are effective in maintaining viewer interest and increasing ratings by strategically placing them at the beginning or during commercial breaks of news broadcasts.

5 Must Know Facts For Your Next Test

1. Cold teases are often presented at the beginning of a news segment to immediately grab viewers' attention.
2. Effective cold teases use emotional language or shocking statistics to provoke curiosity and encourage viewers to keep watching.
3. They can also involve visuals, like dramatic footage or impactful images, to enhance the intrigue without giving away the full story.
4. Cold teases can be strategically timed during a broadcast to maximize audience retention, especially before commercial breaks.
5. Good cold teases should create a sense of urgency or suspense, making it seem like viewers might miss out on important information if they turn away.

Review Questions

• How does a cold tease differ from other types of promotional strategies in television news?
  • A cold tease specifically aims to spark immediate interest by providing minimal information about an upcoming story, whereas other strategies, like promos or teasers, may offer more detailed insights. Cold teases are often shorter and designed to create intrigue through suspense and emotional appeal. This differentiates them from traditional promos that might include more context about the content, allowing for different viewer engagement approaches.
• Discuss the importance of timing when utilizing cold teases in television news broadcasts.
  • Timing is crucial for cold teases, as they are often placed at strategic points within a broadcast, such as at the beginning or right before commercial breaks. This maximizes their effectiveness by ensuring that viewers are engaged right from the start and are encouraged to stay tuned during transitions. Well-timed cold teases can significantly enhance viewer retention and drive ratings, making them an essential tool for news producers.
• Evaluate how the use of cold teases impacts viewer behavior and ratings in television news.
  • Cold teases have a profound impact on viewer behavior and ratings by creating anticipation for upcoming stories. By effectively engaging viewers with captivating hints of what’s to come, they foster a habit of continuous viewing, which is critical for maintaining high ratings. This approach not only keeps audiences glued to their screens but also cultivates a sense of urgency and curiosity about the content being presented, ultimately shaping how viewers interact with news programming.

Related terms

teaser: A teaser is a short promotional clip or statement designed to generate interest in a specific news story or upcoming program.

hook: A hook is an engaging element of a news story that captures the audience's attention and encourages them to watch further.

promo: A promo is a longer promotional segment that highlights upcoming shows or segments, typically including more information than a teaser.