How Network Voice Talent Really Gets Chosen

As a mystery, it ranks right up there with Bigfoot, the Phoenix Lights, and Stonehenge.  Especially from people who have always been told they have talent, have enjoyed local success, or even had a cup of coffee in the bigs.  But the truth is, getting an ongoing network v/o gig is no accident.

Here's the reality:

It all starts with a question: Who else is out there?  This can originate for a number of reasons: 

- Ratings are lagging. 
- New flavor of the month.  
- The current voice is too widely used by others.
- The current voice isn't used enough by others. (Maybe they know something we don't.)
- Need to differentiate dramas from comedies
- Somebody heard something someplace or knows someone somewhere.
- (And my favorite) Lots of activity always makes for good optics.

So, the decision is made to proceed with the cattle call. Typically, this is a good thing.

Producers can tell agents that they're actively looking for more than a one-off.
Agents can tell their talent that they've got a big fish.
Talent has a fighting chance to break out.

The wide net is officially cast and the auditions come pouring in.  Truth is, there are dozens (at least) who would be great.  This means talent alone isn't the deciding factor; it's merely the price of admission for these reindeer games.

The more savvy agents categorize their clients, with a reasonable number offered for each approach.  No more than two reads per talent.  All they want is to ensure they're on the short list.

In-house folks look for three key things:

- Ability to deliver with appropriate impact and cadence
- Experience at the network level
- Undefinable spark that goes beyond the page 

In the end, 3-5 finalists are chosen.  Sometimes, the differences are stark (male vs. female); other times, not so much. 

Time for final auditions, now with real spots.  Here's what is being evaluated:

- Directability.  Even though the talent is known for one special read, versatility is important.  Not necessarily, make that 5 a 9, more like, make that 5 a 7 or 3.
- Compatability.  Will working together almost daily be fraught with dread?  When the 8 ball says, all signs point to yes, that's a major red flag.
- Risk.  If this talent washes out, for whatever reason, heads could roll.  Millions of dollars are at stake, and playing it conservative usually trumps wild hunches, especially these days.

Finally, a decision is made to hire the fresh/talented/directable/comedic/dramatic wunderkind/pro.  Just then, the realization hits - the current v/o talent is pretty good.  No need to change, after all.

And, more often than not, that's how the voice of the network is really hired.

- Ed Roth
edrothshow@gmail.com

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