Tampa Bay Broadcaster is optimistic about the unpredictable media landscape

Tampa Bay Broadcaster is optimistic about the unpredictable media landscape

By Jack Pagano
Jackp1957@yahoo.com

Orlando FL- Florida broadcasters throughout the Sunshine State come to Orlando every year for the Florida Broadcast Awards. This year, they had a chance to meet and listen to guest speaker Jeff Butera.  The seasoned Spectrum Bay News9 broadcaster with more than two decades of media work talked about the ever-changing broadcasting business and how to write.  His “Write Like You Talk” paperback book is in its second edition and is a favorite among Florida college students.

Jeff says his goal every day as the midday anchor is to be conversational. “Have a conversation with every viewer.”  He stressed this point of view to the audience, which was primarily college students who came to Orlando for Butera’s talk and awards.  The Florida Broadcast Awards give out trophies, plaques to college students during the day, and at night, during the banquet, hand out awards to broadcasters.  This year, Butera’s alma mater University of Florida, took home a treasure trove of awards along with the University of Miami.  Both schools pride themselves on an aggressive journalism program.   Many of the broadcast anchors and reporters you see throughout the country are graduates of these high-end journalism schools.  Butera was unwavering in his “Write Like You Talk” philosophy.  “You don’t want to sound like an ‘alien’ because if you do, they will tune out in a second.”

Rosen Centre Hotel Orlando, Fl.  Spectrum Bay New9 Anchor Jeff Butera is talking to a group of college students and broadcasters at the Florida Broadcast Awards. 12 January 2025 (photo by Jack Pagano)

The Tampa Westchase resident loves Tampa.  Broadcast jobs have taken him on a cross-country journey.  Phoenix, Huntsville, Jacksonville, Ft. Myers, and now Tampa.   This was a typical journey for young broadcasters seeking the tip of the broadcast spear. Move around and get experience with a dedicated path to big cities and big-time pay. Some seek New York or Los Angeles.  With the business in flux, fewer broadcasters are packing the “stagecoach” and venturing far and wide.  No longer is it the Big Apple or Hollywood as the end goal. Be a big fish in a small pond.  Butera seems to relish that big fish, small pond attitude even if it means doing more with less. “Broadcasting is in a precarious situation.” Butera laments.  “We must do a lot more with less.  We have to do many broadcast jobs. You must be an expert in shooting video, writing, anchor/reporting, and time management.  Not everyone will and can succeed.”

Rosen Centre Hotel Orlando, Fl.  Spectrum Bay New9 Anchor Jeff Butera says it’s all about the conversation 24/7. Anchor to the viewer. 12 January 2025 (photo by Jack Pagano)

Broadcasting is an unforgiving business.   Rejection, ghosting, and feeling isolated are casualties of the business.  Butera says, “Be very clear in your drive and passion.  What do you want to achieve in the business, and are you willing to put in the time and sweat equity to do it?  Accept the reality of the business that demands more of you.”   This is a resounding message, Butera says he hopes it lands on every college student who was sitting in the seminar.   You can change the world with dynamic work, but it might come with some sacrifices.  Later that night, the “Write Like You Talk” author was awarded a 2025 Florida Broadcast Award for Best Multimedia journalist in the state of Florida.

Rosen Centre Hotel Orlando, Fl.  Spectrum Bay New9 Anchor Jeff Butera is discussing what it takes to succeed in broadcasting to a group of college students and broadcasters at the Florida Broadcast Awards, 12 January 2025 (photo by Jack Pagano)

Jack Pagano is a retired Army field grade officer with many decades of Information Operations experience and currently working remotely in the USA as COO/Strategist for one of Afghanistan’s biggest Radio/TV networks.  His current mission is getting out Afghan journalists he trained, and mentored who are stuck, stranded under the Sharia-driven Taliban.