This article discusses the expressive means used in a speech by TV hosts of the discussion polemical talk shows and information programs. The relevance of the study is due to the increased verbal impact on a viewer, associated with the emergence of new types of broadcasts and changes in the style of conducting programs by journalists. It has been established that the same content, verbalized by neutral and expressive means, has a different effect on the addressee. In the television broadcasting, colloquial and stylistically reduced vocabulary, word-formation occasionalisms, metaphors, comparisons, upward gradation and lexical repetition contribute to the achievement of the main communicative goal of the speaker - persuasion and influence. The language and speech expressive means that implement the semantic category of intensity have the maximum effect: intensive adjectives, affixes with an enforcing meaning, lexical and contextual synonyms in gradation series.