Frances Forde Plude

The Excitement of Electronic Media

[From Zacharis, Plude and Rancer, Chapter 3]

No other industry permeates our lives more than the electronic media. Perhaps that is why these fields attract so many job applicants. The competition for employment is keen.

In 1984 revenues in broadcast television alone exceeded $18 billion; more than the three major networks shared $8 billion of that revenue. Ninety-nine percent of all American homes receive programming either over the air or by cable. Young Americans put in more time watching television than all the hours they spend in classrooms.

In this chapter general categories and specific job areas will be reviewed, including television, radio, new technologies (cable and computers, for example), news, production, media management, sales, corporate media, and opportunities for technicians.

In addition, major career resources and related organizations and agencies are listed for your career planning.

Introduction

Job opportunities in broadcasting are expected to grow by 15 to 27 percent by 1990. More than 1,000 television-stations and more than 10,000 radio stations are in operation in the United States. The accompanying table specifies the job areas in various career categories so that you can locate areas that are of special interest and match your particular talents and skills to the job area.

Electronic Media

Career Categories

TELEVISION/RADIO

Networks

Programming/Production

News

Engineering

Sales/Management

CORPORATE MEDIA

NEW TECHNOLOGIES

Two publications track the field for those interested: Broadcasting magazine and Variety. Serious job-hunters study both to keep informed of changes and opportunities.

One of the most valuable concepts to keep in mind is that of networking. Everyone is familiar with the three major TV networks, but networking, the process of making job contacts, is basic to life in the electronic-media job world.

Jobs at the major networks, CBS, NBC, and ABC, are scarce, but many other opportunities exist: radio networks or interconnections, public broadcasting links, regional networks in cable, even computer networking will provide new career fields in the future. And to repeat, one must network with people to form the vital links that lead to jobs.

Keep in mind also that the heart of the broadcasting and electronic world is the program. It has been said that people don't watch TV stations or satellite transmissions; they watch programs. So good program production leads to success. Even if you are not interested in doing production, your own role in media will depend upon some creative production skills.

The electronic media offer many options. Two that are often overlooked are the noncommercial options and the whole area of sound. Remember that in addition to the commercial broadcasting world (or the corporate media opportunities), many nonprofit groups such as schools, colleges, hospitals, and government agencies employ media professionals. People tend to think of video exclusively, but there are dramatic changes and opportunities in audio, such as stereo television, digital recordings, and others.

Advice from Professionals

The National Association of Broadcasters, the industry's major trade group, says that personal characteristics such as diligence, honesty, and loyalty are of course important, but it cites others as well.

Enthusiasm is helpful, because the field is fast-paced. Creativity is a basic necessity, since' the "product" sold in broadcasting is a creative program package. Other important traits are reliability (meeting deadlines), initiative, a balanced temperament, and a sense of public relations and good business.

There are many routes' or avenues into the broadcasting world. One is the "Go-fer" route ("Go- fer a cup of coffee"); cheerfully doing menial jobs can lead to good opportunities after you get inside the field. Many people learn, a lot by serving as production assistants or technical assistants.

One of the best ways to gain experience is through participation in an internship program. Such opportunities, offered by many colleges and universities, permit students to learn on the job while earning credits toward a degree. A hard-working intern can turn an unpaid internship into a paid position after schooling is completed.

One may get a broadcasting position by working for production companies that make either long productions or sixty-second commercials. Many people gain experience in these somewhat smaller operations and then move on to larger TV stations or networks.

Women who want to work in media positions need to form special networks among themselves. In the Columbia Journalism Review, one professional states: "In the old days women turned on each other; now we turn to each other." Today women are in charge of 8 percent of TV newsrooms and 18 percent of radio newsrooms. More than one third of all news anchors are women. The Corporation for Public Broadcasting supports special training grants for women and members of minority groups. Several organizations help women find jobs: American Women in Radio and Television, Women in Communications, and Women in Cable.

In large media operations jobs tend, to be specialized, whereas in small stations people do many jobs. That permits a person to gain experience in a wide range of media tasks.

In a recent Careers Research Monograph published by; the Institute for Research in Chicago, several professionals described their jobs.

A Radio Announcer

I am an announcer for a large radio station located near a major city. I am part of a team of broadcasters responsible for programming at this station. I had a master's degree in journalism and several years of experience in radio before I got this job.

[Earlier, at a smaller station,] I filed recordings, scripts, and other papers, answered the phone, and pulled copy printed on the news machine [news from the wire services] and gave it to the announcer on the air. I ran errands and did anything that was needed. But I was learning about commercial procedures, equipment, and management, mostly by observation.

A News Reporter

I work for a major TV station. I am a news reporter, functioning as part of a news team. The most visible persons on the team are the anchor, co-anchor, news analyst, sports commentator, and weather forecaster. There are several news reporters like myself. We usually work in the field, to cover on-the-spot news. When we do this, we appear on the screen too.

I had my bachelor's degree in journalism and was working on my master's when I made my first appearance on TV, at another station. I'd had considerable print and other experience before I was hired by this station.

I always knew I'd be a writer. I had published in newspapers and teen magazines before I was out of high school.

Job Categories

Television

There's no doubt that the excitement and glamour of television capture the interest of young people.

The TV industry is based for the most part on commercial advertising, which determines the nature of the industry: its competitive nature, its need for large audiences to support advertising dollars spent, and even -its news operations.

In such fields there is tremendous turnover among personnel. Some people simply burn out because of the pace and pressures.

People in TV must face competition for their jobs. Hard work is essential in the industry. Another given is irregular hours. Stations are on the air throughout the day and evening hours.

One less well-known part of the industry is research, upon which the entire field of television is based. Audience and market research (which produces "the ratings") is central to financial success. Highly sophisticated techniques are used to test the market for program series and to identify segments of the audience that view particular programs (enabling advertisers to buy appropriate audiences for their products). Thus, persons with a scientific/statistical bent may find a satisfying niche in this aspect of television.

A variety of "markets" are available for television careers: large TV stations in metropolitan areas may employ up to 250 people; a small-city station may employ about 30. Most stations have four divisions of activity: administration, programming, engineering, and sales. News operations may come under programming or may be a separate operation because of the increasing importance of news (both from a programming and an advertising/sales point of view).

Radio

Radio stations may be independent or affiliated with a national or regional network. Broadcasting Yearbook is the main directory of radio and TV stations in the United States. It gives call letters, addresses, names of management, and the station's format, such as jazz, classical or popular, music, all-news, or all-sports.

People interested in radio jobs can gain experience-either in a station run by the college they attend or at a small station that uses volunteers. There are also national network training programs for outstanding students. The Broadcast Education Association is an organization of 200 schools and colleges that offer courses in radio and television.

New Technologies: Cable, Satellites, Computers

As new communications technologies develop, people are finding wider opportunities in the electronic media. In fields such as cable television, inexperienced people can develop successful careers rapidly. However, companies operating in new-technology fields are subject to changes and risks; some grow and some fail in an uncertain marketplace. Yet one should examine these areas carefully for career opportunities. Women, for example, are finding it easy to move ahead in the sales departments of cable companies. The computer is important to the development of most new communications technologies. It is important to become computer literate.

Programming/Production

The planning, creation, and production of "shows" represent the lifeblood of broadcasting and of many new technologies as well. Many communications careers are available in this area.

Local programs are produced by station staff in a variety of formats: children's shows, religious programs, interview programs, panel shows, teen-age programs, sports events, and public affairs. Programs such as films, drama, comedy, and game shows are also produced by independent producers and syndication companies.

Programming involves a wide variety of job areas. Producers conceptualize and develop the shows and production details; directors "call the shots" when actual production takes place; and numerous people back up the production team: lighting experts, editors, floor managers, graphic artists, scenic designers, writers, audio and camera personnel, special effects experts.

The program director determines and1 administers programming policies, in conjunction with the general manager and the sales manager. Stations also utilize production managers, producers, and directors for programming. Staff announcers read commercial copy, introduce programs (live and taped), and give station identifications along with public service announcements.

News

News production is a separate division at some stations. The public's increasing appetite for news has created new career opportunities. A news operation can be extremely profitable, and thus there is keen competition among stations.

As in all good broadcasting production, writers are key to a good news operation. Other key positions include reporter, anchor, news analyst/commentator, interviewer, news director, assignment editor, weather and sports persons, and investigative reporter.

News can be presented in a variety of formats —local, regional, national, international—and the locale for the news' reporter varies according to the focus. CBS reporter Charles Kuralt often travels around the United States in a mobile cruiser searching for and filming news features to broadcast on the network. Many correspondents worldwide feed news features from the scene, interpreting events and cultures to Americans.

An interesting political and economic reality is the development of the idea of a "new world information order." This concept suggests that reporting on less-developed nations be more balanced, allowing more control over news coverage.

New technologies have altered the character of news in recent years. Satellite technology makes it possible to interconnect worldwide news operations. Television cameras and recorders are now mobile, making it possible to broadcast live news from the scene. Persons who plan a career in news should be prepared to work at the center of action and in sometimes dangerous news- making events.

In the future, news will be transmitted to the home in print on television screens. By use of a dial system through a telephone, viewers will be able to obtain news features of their choice, whether international, business, or local news.

Since people will not read long features on a television screen, special writing techniques are needed for this new transmission format. Gannett is a company involved in this development. Its newspaper USA Today demonstrates the kind of news writing with color graphics that will be featured.

Even if these new news forms do not spread widely, there is no doubt that the computer will permeate news work. Many papers and magazines are already produced by satellite transmission to printing plants. Many newsrooms have terminals instead of typewriters. Persons interested in news careers must be computer literate.

One final point: Most professionals insist that writing, good writing is the essence of journalistic success. A background in history and economics provides the factual and analytical skills required of a good journalist.

Engineering

In most stations technical personnel are supervised by a chief engineer, who understands the operation and maintenance of technical equipment. He often holds a First Class Radio Telephone Operator's license and is familiar with the rules and regulations of the Federal Communications Commission (FCC).

Broadcast technicians—audio and video engineers—work with the chief engineer to operate and maintain the station's electronic equipment. These people usually perform a full range of production, maintenance, and repair jobs. A high school diploma and technical or trade school courses are minimum requirements for these positions. Many college students gain engineering "know-how" by working in college radio and TV studios. Internships are another way to gain hands-on experience in engineering.

One of the challenges of engineering today is the rapid pace of change in broadcasting equipment resulting from silicon chip technology. Engineers need to keep abreast of these changes to help stations stay current with new technologies.

Sales

Radio and television stations earn revenue from the sale of advertising time on the local, regional, and national levels. In large stations, a sales staff makes calls and presentations to local accounts. Sales personnel also develop new advertising accounts for media outlets. Courses such as advertising, marketing, broadcasting, and psychology are valuable in training for sales positions. Pay is often both fixed salary and commission, so an enthusiastic person can earn an excellent income in media sales.

The traffic department usually operates in conjunction with the sales department. These people prepare daily schedules that guide the minute-by-minute broadcasting service. All information concerning programs and commercials is organized by the traffic manager.

Another position is that of continuity director, who is in charge of writing and producing commercial announcements for the sales department.

Management in Media

The business management and administrative work in radio and television stations is under the direction of a general manager, often a person who has been successful in sales, programming, or engineering. The manager consults with the program manager, sales manager, and chief engineer. He or she usually handles the station's relations with the

FCC and other government bodies and participates in community activities on behalf of the station.

The financial department is headed by a controller or business manager, who oversees financial transactions and prepares the necessary reports. This person usually supervises personnel and labor relations and general housekeeping activities at the station.

Organizations that own several stations have a headquarters staff that specializes in finance, law, and labor relations.

In addition to broadcasting roles, many other media opportunities are linked to management. Cable companies and other new-technology firms offer management opportunities for persons whose interest and expertise bridge the media, and the financial/management worlds.

The world of corporate media represents an opportunity for persons interested in media production in a business setting. Corporate media activities are often linked to top management, since media staffers work with the corporate image.

Corporate media personnel produce video training materials for corporate personnel; for example, for computer salesmen who need to keep up-to-date on products. Corporations today produce more video programs than all three television networks combined. It is estimated that AT&T spends more money educating its personnel than the entire budget of Massachusetts Institute of Technology.

In summary, many career opportunities exist in electronic media: networks, programming/production, news, engineering, sales/ management, and corporate media.

The world of electronic media is an exciting world. Its challenges are met by people who are academically well prepared and who work hard to stay on top of a rapidly changing technological environment.