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Radio Program Director

The popularity of television, the Internet and a host of other new technologies create even more reason why today’s radio station program director must not only be effective at programming, budgeting and day-to-day operations, but he or she must also possess a high degree of people-management skills and an ability to attract and develop on-air talent. Today’s market is extremely competitive and low unemployment and a paucity of real on-air talent creates an employee’s market making it even more important for the program director to possess effective people-management skills. The growing diversity of the work force and the listening audience also require an emphasis on people-management skills. Formerly, the radio industry viewed the program director as the executive in charge of the “sound” of a station and with building the listener audience. From this perspective, aspects like budgeting and people-management were secondary or not concerns compared with skills dealing with entertainment. Often the point of view was held that the program director had little concern with the profitability of the station. Because of the pressures discussed above, radio industry corporate culture and thinking have evolved to define a broader role for the program director, one that includes budgeting, people-management and increasing value issues, “Radio is an evolving medium and how radio views management is changing. When increase competition and a fragmentation of the listening audience necessitated a more sophisticated approach to programming, radio station owners with ratings-generating formats took a new look at the program director. Suddenly, it became apparent that the skills required to meet the challenges to radio today could, indeed, be found in one whose programming background provided: 1) a unique understanding of the station’s value in the marketplace, and 2) an ability to convince others of the station’s value” (Ch...

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Radio Program Director. (1969, December 31). In LotsofEssays.com. Retrieved 10:51, March 29, 2024, from https://www.lotsofessays.com/viewpaper/1686195.html