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DAB Revolution


  1. radio soon to be broadcast digitally

  2. digital audio broadcasting makes AM/FM outmoded systems

  3. DAB first proposed on L-Band, then on S-Band

  4. U.S. favors in-band on-channel (IBOC) to retain local nature of radio

  5. DAB provides significant improvement in signal quality



Cable and Satellite Radio


  1. radio broadcasters have wary eye on cable & satellite audio services

    1. direct-to-consumer alternative

    2. already available in digital sound

  2. subscriber music services diverse, commercial-free



Internet Radio

  1. Internet radio hot new medium, potential revenue stream

  2. thousands of radio stations have Web sites

    1. listeners access programming, interact with station

  3. many stations streaming audio over Internet

  4. wide-area datacasting foreseen



Micro-Radio

  1. low-power stations may become another radio service



Radio and Government Regulations

  1. radio as unique instrument for public good

  2. first communication for ships at sea

    1. sinking Titanic’s distress signal picked up – 1912

  3. Radio Act of 1912 to license wireless stations & operators

  4. Radio Act of 1927 first approached radio as mass medium

  5. Communications Act of 1934 to ensure efficient use of airways

  6. FCC establishes Fairness Doctrine for opposing viewpoints – 1949

  7. significant deregulation under President Reagan

  8. FCC eliminates Fairness Doctrine – 1987

  9. Telecommunications Act of 1996 all but eliminated ownership caps


Jobs and Equality in Radio


  1. radio industry employs more than 90,000 people

  2. opportunities for women & minorities greater than ever

    1. men outnumbered women 4 to 1 in 1975, but changed today

  3. proper training & education needed to go into field

  4. practical, hands-on experience valuable

  5. entry-level positions have dues-paying period to learn the ropes


Chapter 2: Station Management
Nature of the Business

  1. station manager must deal with broad mix of people

    1. frequent turnover of on-air personnel

    2. sales dept. may experience some turnover

    3. administrative & technical staffs fairly stable

  2. manager’s concern for compliance with government rules & regulations

  3. station must adapt to audience’s changing needs & tastes



The Manager as Chief Collaborator

  1. theories of management style

    1. manager as sole authority

    2. manager as collaborator or senior advisor

    3. manager as both coach & team player, or chief collaborator

      1. broadcast managers tend to favor this hybrid approach

      2. Christian, Bongarten quotes

  2. need to establish connectedness among employees

  3. establish authority, then serve as collaborator

  4. direct as well as seek input



What Makes a Manager

  1. formal education plus practical experience

    1. college degree in communications or business

    2. experience in all areas of station operation, especially sales

  2. most managers advance from sales, fewer from programming



The Manager’s Duties and Responsibilities


  1. station manager’s primary objectives

    1. operate in a manner that generates the most profit

    2. maintain positive & productive attitude among station employees

  2. Campbell: “...make the customer happy, get your people involved, and get rid of departmental waste and unnecessary expenditures. A station should be a lean and healthy organism.”

  3. roughly 90% of radio stations are owned by companies or corporations to which the manager must answer

  4. key managerial functions

    1. formulate & implement station policy

    2. hire & retain good people

    3. control station’s finances

    4. ensure quality, competitive air product

    5. stay informed, anticipate future trends

  5. Bremkamp: “Protect the license and turn a profit.”



Organizational Structure

  1. clustering & consolidation change personnel landscape, as radio groups often concentrate operation of several stations in one center

  2. operations manager

    1. second to general manager in authority

    2. operations manager duties

      1. supervise administrative staff

      2. help formulate & implement station policy

      3. handle departmental budgeting

      4. keep abreast of government rules & regulations

      5. act as community liaison, maintain station’s “good guy” image

  3. program director duties

    1. develop & execute format

    2. hire & manage air staff

    3. schedule airshifts

    4. monitor station to ensure consistent, quality air product

    5. keep abreast of competition, trends affecting programming

    6. maintain music library

    7. comply with FCC rules & regulations

    8. direct the efforts of news & public affairs areas

  4. sales manager duties

    1. direct the sale of commercial airtime to generate station income

    2. supervise sales staff

    3. work with rep company to attract national advertisers

    4. assign account lists to salespeople

    5. establish sales quotas

    6. coordinate on-air & in-store sales promotions

    7. develop sales materials, rate cards

  5. chief engineer duties

    1. operate station within FCC technical parameters

    2. purchase, repair, maintain equipment

    3. monitor signal fidelity

    4. adapt studios for programming needs

    5. set up remote broadcasts

    6. work closely with programming dept.



Human Resources

  1. management of station personnel one of manager’s greatest challenges

  2. today concerns include sexual harassment; job discrimination; hostile work environment; disabilities acts; race, religion, gender issues

  3. get attorney’s help with rules & laws

    1. have employee manual written to establish policies

    2. review with management staff & all employees

    3. document everything regarding an employee complaint





Whom Managers Hire

  1. consider education, work experience, personality

  2. seek qualities such as ambition, positive attitude, stability & reliability, humility, honesty & candor, self-respect, patience, enthusiasm, discipline, creativity, logic, compassion

  3. Shank quote on prima donnas



The Manager and the Profit Motive

  1. radio provides entertainment to the public; in turn, sells the audience it attracts to advertisers

  2. manager answerable to station’s owner, listeners, sponsors

  3. Shane: “The new radio paradigm is ‘manager as financial expert.’”

  4. pursuit of profit requires using best-selling format

  5. dilemma: produce high quality & profit simultaneously



The Manager and the Community

  1. 1980s deregulation reduced ascertainment requirements

  2. smaller market stations must still keep community ties

  3. importance of goodwill, civic-minded image

    1. manager actively involved in community

    2. devotes airtime to community issues & events



The Manager and the Government

  1. protecting the license means adhering to FCC regulations

  2. manager delegates responsibility to appropriate dept. heads, but remains ultimately responsible for compliance

  3. Title 47, Part 73, of Code of Federal Regulations (CFR) contains all rules & regulations pertaining to radio broadcast operations

    1. CFR published annually

    2. Federal Register consulted monthly for CFR changes

  4. FCC may inspect a radio station any time during normal business hours



The Public File

  1. FCC requires radio stations to maintain Public File of info pertaining to how station has conducted itself during a license period

    1. readily available to public & FCC

    2. kept up-to-date



The Manager and Unions

  1. most active unions in radio

    1. American Federation of Television & Radio Artists (AFTRA)

    2. National Assoc. of Broadcast Employees & Technicians (NABET)

    3. International Brotherhood of Electrical Workers (IBEW)

  2. shop steward acts as liaison between union (employees) & management

  3. unions most prevalent in major markets
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