Bridging the Airwaves: Broadcast Media in the UK vs. the US

Based in Prosek’s London office, Account Supervisor Isabella Durant brings experience as a former reporter and producer at one of New Zealand’s biggest media organisations, where she worked across radio and TV.

Engaging in broadcast interviews is a valuable way for executives to maximise their time when visiting from across the pond. However, it’s critical to understand that the format, style, and expectations differ across markets. For US executives stepping into a UK broadcast studio, understanding these variations can mean the difference between a strong interview and a missed opportunity.

Format & Style

In the US, broadcast interviews are typically fast-paced, conversational, and personality-driven. Anchors typically aim to put guests at ease, and segments are short, designed for quick soundbites that can be replayed across channels and social media.

By contrast, UK broadcasts tend to be more formal in tone. Audiences expect longer interviews in which presenters dig into unfolding stories and push beyond agreed talking points. The result is often a more challenging and direct exchange.

Don’t be surprised if the host pivots into a tougher line of questioning mid-interview. That’s not bad news — it’s often a sign they think you have real authority on the subject.

Audience, Producer & Presenter Expectations

To successfully land an interview on UK broadcast, you’ll need to be prepared to speak about something relevant to the UK audience. This is of course not siloed to the UK, it would be a similar experience for a UK spokesperson going on US broadcast. Picture this: You’re a US executive stepping into a BBC studio. You’ve prepped your key talking points, nailed your numbers — but then the presenter interrupts with, “Yes, but what does this actually mean for people here in the UK?”

Things to consider: has your firm recently put out a survey that has a large sample size of UK respondents, and the data is particularly striking? Is your firm expanding to the UK and creating jobs? Does your firm invest in UK companies or see particular opportunities in the market you find attractive?

Visual/Cultural Cues, and Practical Considerations

In the US, presentation often leans on smiles, warmth, and charisma, and audiences are accustomed to executives delivering strong, confident messages with energy and optimism. In the UK, by contrast, a more understated demeanour tends to work best. Overly polished or answers that might be considered ‘salesy’ can come across as insincere, and an overly performative delivery can feel misplaced.

You might also encounter a dash of British dry humour — the kind delivered with a straight face that leaves you wondering if they’re joking (hint: they usually are). To put it simply: if US broadcast is like espresso — fast, strong, high-energy — then UK broadcast is more like a pot of black tea: steady, thoughtful, and sometimes a bit sharper than expected.

Broadcast interviews can feel like very different games on either side of the Atlantic — but both offer valuable opportunities if approached thoughtfully. By adjusting for format, tone, and even the words you choose, US executives can show up as credible, relevant, and engaging voices in the UK media landscape and extract the most value from their trip to the UK. The goal isn’t to reinvent yourself, but to adapt just enough so your message resonates. Do that, and even the toughest UK interview can feel less like an interrogation and more like a conversation over a strong cup of tea.

Interested in learning more about how to #BreakIntoBroadcast? Feel free to reach out to BreakingIntoBroadcast@prosek.com.