The key information of a story, typically presented at the start of the segment, is known as what?

• A. Lead
• B. Lip Flap
• C. JIP
• D. Lower Third

Answer: (A)

The opening element being tested is the lead. In news writing and broadcasting, the lead is the brief opening that presents the most important information up front—usually covering who did what, where, when, and why it matters. It sets the focus for the segment and tells the audience why the story is worth listening to or watching, so you know right away what happened and why it’s newsworthy.

A lower third, by contrast, is a graphic that appears on screen to identify a person or a location; it’s helpful for context but doesn’t convey the story’s core information at the start. Lip flap isn’t a standard term for the opening, and JIP isn’t used to describe the lead or opening of a story.