Why do some people appear confident and authentic on television, while others seem stiff and uncertain? Why do some executives manage to get their message across in 20 seconds with ease, while others break out in a sweat? How do experienced TV guests manage to radiate calm and competence even in hectic live situations?
The answer lies in professional TV interview training. In the Swiss media landscape, where programs such as "Arena," "10vor10," and "Tagesschau" reach millions of viewers every day, a successful television appearance can mean the difference between success and a missed opportunity.
A TV studio is no ordinary meeting room. The bright spotlights, the rolling cameras, the countdown to going live—all of this creates an exceptional situation that can throw even seasoned managers off balance. Without specific preparation, a competent expert can quickly become a nervous interviewee who fails to seize opportunities.
Television is a merciless medium. While on the radio it is the voice that counts and in newspapers there is time to think, on TV seconds decide impact and credibility. The University of Applied Sciences and Arts Northwestern Switzerland (FHNW) emphasizes in its media training courses that television does not forgive mistakes.
First impressions count—and they are formed within three seconds.
What viewers see: a sweaty face, nervous hand movements, evasive glances. What they don't see: years of expertise, a well-thought-out strategy, good intentions. This discrepancy between competence and charisma is the Achilles' heel of many TV appearances.
Studies show that only 7% of our impact comes from content, 38% from voice, and a full 55% from body language. This imbalance is even more pronounced on television. The camera registers every sign of uncertainty, every nervous twitch, every bead of sweat.
This is exactly where professional TV interview training comes in. It's not about playing a role or pretending to be someone else. Instead, participants learn how to maintain their natural authority even under the extreme conditions of a TV studio.
People who enter a television studio for the first time are often overwhelmed. The technical infrastructure of Swiss Radio and Television (SRF) in Leutschenbach resembles a highly complex machine. Dozens of spotlights, several cameras, monitors everywhere, technicians with headsets, the director in the control room.
This environment is deliberately designed for efficiency, not for the well-being of guests.
The studio lights are glaringly bright and hot. They make every pore visible, every drop of sweat glistens. Unprepared guests often start sweating during makeup application—due to nervousness and the heat.
Professional TV training sessions simulate these conditions. Participants learn how to cope with the heat, choose the right clothing (no fine patterns that flicker), and develop techniques to combat sweating. Sometimes these are simple tricks: holding your wrists under cold water for a moment, applying deodorant to your forehead, choosing breathable clothing.
In a normal conversation, we look our conversation partner in the eye. In a TV interview, the camera is our most important conversation partner. But which camera? There are often three or more in the studio.
The basic rule sounds simple, but it's difficult to implement under stress: always look at the camera with the red light on. Never look back and forth between cameras—this makes you appear nervous and uncertain.
The MAZ – Swiss School of Journalism trains these skills in real TV studios. Participants experience firsthand how their perception changes under studio conditions, how time passes differently, and how important mental preparation is.
Not every television interview is the same. Different rules and challenges apply depending on the format.
Precision is key here. Time is short—often only 1-2 minutes for a complex topic. Every sentence must be just right. The typical news question is: "What does this development mean for the Swiss economy?" The answer must cover all the essentials in 20 seconds.
Successful interviewees use the rule of three:
"The interest rate hike is hitting Swiss SMEs hard (main statement). Many invested during the years of zero interest rates and now have to cope with higher lending rates (reasoning). We therefore expect a wave of consolidation among small and medium-sized enterprises (outlook)."
The supreme discipline. Here, you are not only in front of the camera, but often also in front of an audience and alongside opponents. The program "Arena" is notorious for heated debates. Presenters such as Sandro Brotz ask probing questions.
Different rules apply in the arena than in the boardroom.
Those who rely solely on factual arguments will lose. You need quick-wittedness, emotional intelligence, and the ability to interrupt sometimes—politely, but firmly. TV training sessions practice such situations with former journalists who know all the tricks.
The biggest challenge. You may be standing in front of your company headquarters in Zurich, wearing an earpiece that allows you to hear the presenter in the studio. You can't see him, but he can see you. The delay in transmission is irritating. Wind noise is distracting. Passers-by walk through the frame.
This is where the wheat is separated from the chaff. Without training, even experienced managers often appear awkward. With training, however, they can use the situation to their advantage: their authentic background underscores their message, and their slight nervousness makes them appear human and likeable.
When there's a crisis, the cameras come out. A product recall, an accident, a scandal—suddenly journalists are at the door. There's no time to prepare, and the pressure is immense.
Specialized crisis media training simulates such extreme situations. Trainers literally ambush participants: "Is it true that your product is harmful to health?" The camera is already rolling. There's no time to think.
The most important lesson: Stay in control even when you're in shock. Breathe deeply. Recall the prepared key messages. Never say "No comment" – that comes across as an admission of guilt.
A TV interview begins long before you enter the studio. Preparing the content follows a structured process:
1. Define key messages. What should viewers remember? A maximum of three main points that run like a thread through the interview. These messages must be so catchy that they stick in people's minds.
2. Develop sound bites Television thrives on quotable statements. "We're not the biggest, but we're the fastest" – phrases like this stick in people's minds. In training sessions, participants practice summarizing complex issues in catchy sound bites.
3. Anticipate difficult questions. What might the journalist ask? Where are the sore points? Professionals create lists of the ten most uncomfortable questions they can think of and formulate answers. They don't memorize these answers, but they know the structure.
4. Simplify facts and figures. "Our sales rose by 12.7%" doesn't interest anyone. "We are growing three times faster than the market" sticks in people's minds. TV-friendly communication means reducing complexity without distorting the facts.
The best preparation in terms of content is useless if the technology fails.
Clothing: No fine patterns (moiré effect), no bright colors, no black (blurs contours). Medium blue or gray tones are ideal. The jacket should hang well when seated. Women should wear subtle jewelry—anything that jingles or glitters is distracting.
Makeup: Yes, men wear makeup too. Not out of vanity, but because HD cameras show every pore. Studio makeup mattifies shiny areas and evens out skin imperfections.
Posture: Stand upright, but not stiffly. Keep your feet firmly on the ground (do not cross them—this makes you appear defensive). Keep your hands calmly in your lap or on the table. Gesture, but in a controlled manner. During training, you will practice the optimal sitting position, which signals both authority and openness.
Voice: Television compresses sounds. A normal speaking voice can sound monotonous. Training teaches you to use more modulation without becoming theatrical. Lower your voice at the end of statements (makes you sound competent), raise it slightly when asking questions (makes you sound interested).
The underestimated factor. Stage fright can affect anyone. Even seasoned CEOs report blackouts in front of the camera.
Proven techniques from TV training:
Visualization: Mentally rehearse your performance. Imagine yourself responding calmly and confidently. The brain does not distinguish between intense imagination and reality.
Breathing techniques: 4-7-8 breathing calms the nervous system. Inhale for 4 seconds, hold for 7, exhale for 8. Repeat three times and your pulse will drop measurably.
Power posing: Standing in a winning pose (arms on hips, feet shoulder-width apart) for two minutes has been proven to boost self-confidence. Try it in the studio bathroom before your performance.
Positive self-talk: Instead of "I hope I don't fail," say "I'm excited to share my expertise." The brain follows our words.
The Swiss TV landscape has its own peculiarities. The audience expects objectivity, competence, and modesty. American overselling does not work.
SRF dominates with a market share of over 30%. Viewers are critical and well-informed. They value substance over spectacle. In programs such as "ECO" or "Arena," facts and well-thought-out arguments count.
At the same time, the emotional component must not be neglected. Swiss people want to feel that there are people behind the numbers. A CEO who admits that a decision was difficult to make comes across as more credible than one who only announces successes.
In multilingual Switzerland, interviews may sometimes be conducted in French or Italian. Or worse: the journalist may switch languages mid-interview.
TV training courses for Swiss executives take this into account. Those who are not perfectly bilingual learn strategies: politely ask for repetition in their preferred language, have prepared key statements ready in both languages, speak with an accent if necessary—the main thing is to be understood.
In addition to SRF, there are TeleZüri, TeleBärn, Léman Bleu, and other regional stations. These are often more accessible, with longer interviews and a more personal tone. But be careful: these stations also employ professionals who know their craft.
It would be a mistake to underestimate regional broadcasters. Their viewers are often particularly loyal and have strong local networks. A botched interview on TeleBasel can cause more damage in the region than a slip-up on the national news.
You enter the studio. The spotlights are blinding. The presenter greets you warmly but distantly—he has to remain neutral. You take your seat. The microphone is plugged in. "30 seconds to go," someone calls out.
Now everything will be decided.
Professionals use these seconds to take a deep breath, relax their shoulders, and smile—which relaxes the facial muscles. They mentally review their first sentence and make eye contact with the camera.
"5, 4, 3..." – the last numbers are shown with fingers. Silence. The red light is on.
"Good evening. With me in the studio is..."
A TV interview is like tennis: question, answer, question, answer. The rhythm has to be right. Answers that are too short come across as dismissive, while those that are too long are boring. The trick is to find the right balance.
The opening: The first question is usually harmless, an icebreaker. "How is your company doing?" Use this opportunity to create a positive atmosphere, but without sounding too euphoric.
The deep dive: Now it's getting specific. The journalist has done their research and knows the critical points. Stick to your core messages, but don't sound like a broken record.
The provocation: At some point, the uncomfortable question will come up. "Critics accuse you of..." Now is the time to see if your training has paid off. Don't get defensive. Acknowledge the criticism ("I understand these concerns..."), then transition to your own perspective ("...at the same time, I would like to emphasize...").
The conclusion: The last question is your opportunity. It is often phrased as, "What else would you like to share with our viewers?" Use it to convey your most important message, phrased positively and with an eye to the future.
Murphy's Law applies especially to live TV. The microphone fails. The teleprompter displays incorrect figures. A coughing fit at the crucial moment.
Professionals know that mistakes are human. Handling them confidently can even earn you sympathy points. "Excuse me, may I have a quick drink of water?" – no problem. The audience understands.
Worse are mistakes in content. You get a number wrong. You mix up names. You say something incorrect. In this case, correct it immediately. "Sorry, I meant, of course..." Honesty trumps perfection.
The coronavirus pandemic has changed many things, including TV interviews. Suddenly, CEOs were no longer sitting in the studio, but in front of their laptops. Zoom interviews became the norm. This brings new challenges.
Your office becomes a TV studio. The background must be right (no messy shelves), the lighting must be right (face toward the light source), and the camera must be at eye level.
Modern TV training therefore also includes coaching for remote interviews. How should I position my laptop? (Elevate it on books!) Which virtual background should I choose? (Better not to use one—it often looks unprofessional.) How do I test the sound and image beforehand? (Always!)
Online interviews often have a slight delay. This leads to awkward overlaps when both parties speak at the same time. The solution: wait a little longer before responding. Speak more clearly. Gesture less with your hands—rapid movements often cause jerkiness.
During video calls, we instinctively look at the screen rather than into the camera. To viewers, this looks as if we are looking past them. The solution: a small arrow next to the camera reminds us where to look. With practice, it becomes a habit.
Reading a book about TV interviews is like reading a book about swimming—theory alone does not make a good swimmer. It takes practice, feedback, and correction.
Professional TV training courses offer exactly that. In a protected environment, but under realistic conditions. With trainers who know both sides – many are former journalists who understand how media professionals think.
The Berlin School of Journalism emphasizes that even experienced media professionals benefit from regular training. The media landscape is changing, new formats are emerging, and audience expectations are shifting.
Professional TV training is expensive. Seminars lasting one or more days can quickly cost between CHF 3,000 and CHF 5,000. Individual coaching costs even more. Is this justified?
Let's look at it another way: a single unsuccessful TV interview can destroy millions in brand value. A successful appearance, on the other hand, reaches hundreds of thousands of potential customers, partners, and employees. The credibility and reach of a TV appearance cannot be bought with advertising.
What's more, the skills you learn aren't just useful in front of the camera. Formulating concise statements, remaining confident under pressure, explaining complex issues in an understandable way—these skills pay off in any leadership situation.
The TV landscape is changing rapidly. SRF is cutting costs and restructuring, new players are entering the market, and streaming is changing viewing habits. What does this mean for TV interviews?
Attention spans are getting shorter. TV interviews are becoming shorter and more concise. Instead of a five-minute studio interview, there's a 90-second Instagram Live. This increases the pressure to get to the point immediately.
Viewers want to have their say. Live chats, polls, direct feedback—TV is becoming more interactive. Interviewees must learn to communicate not only with journalists, but also with the audience.
The younger generation sees through staged performances. They want real people, not polished media professionals. That doesn't mean training is unnecessary—on the contrary. Training is needed to come across as authentic without being unprofessional.
A TV interview is an opportunity, not a risk—if you are prepared. Every day, the Swiss media landscape offers companies a platform to tell their stories, showcase their expertise, and share their visions.
But these stages are demanding. The spotlights are merciless. Time is short. The questions are sometimes tough. Without professional preparation, the chance quickly becomes a missed opportunity.
The good news is that TV skills can be learned. With the right training, realistic exercises, and continuous development, stage fright can be transformed into productive energy. Nervousness becomes presence. An interview becomes a successful appearance.
Investing in professional TV interview training pays off in many ways. Not only in successful appearances, but also in increased self-confidence, improved communication skills, and the certainty of finding the right words even in challenging situations.
In a world where attention is the hardest currency, a few minutes of prime time are worth their weight in gold. Make the most of them.
Would you like to prepare your executives for professional TV appearances? Brand Affairs can help you develop customized TV interview training. With our experience in the Swiss media landscape and our network of communication experts—including former TV journalists and presenters—we create realistic training situations that are optimally tailored to your needs.
Contact us for a no-obligation consultation. Together, we will analyze your specific requirements and develop a training program that will enable your managers to perform just as convincingly in front of the camera as they do in the boardroom. Because every second counts on television—make the most of it.
