Understanding Broadcast Station Management

Broadcast station management is the process of overseeing the operations and performance of a radio or television station. Broadcast managers are responsible for ensuring that the station meets its goals, complies with regulations, and delivers quality content to the audience. In this post, we will explore some of the key aspects of broadcast station management, such as:

• The definition and functions of broadcast management
• The roles and skills of broadcast managers
• The challenges and opportunities for broadcast managers in the digital age

What is Broadcast Management?

Broadcast management is the application of management principles and practices to the broadcast industry.

According to Electronic Media Management, Revised, 5th Edition, broadcast management is “the process of planning, organizing, leading, and controlling the human and material resources of a broadcast station or network in order to achieve its objectives”.

The main functions of broadcast management are:

• Planning: setting the vision, mission, goals, and strategies of the station or network
• Organizing: designing the structure, roles, and responsibilities of the station or network
• Leading: motivating, communicating, and influencing the staff and stakeholders of the station or network
• Controlling: monitoring, evaluating, and correcting the activities and outcomes of the station or network

Who are Broadcast Managers?

Broadcast managers are the people who perform the functions of broadcast management. They can be classified into different levels, depending on their scope of authority and responsibility. The most common levels are:

• General manager: the top executive of a single station or a group of stations, who oversees all aspects of the station’s operations, finances, programming, sales, marketing, engineering, and personnel
• Department manager: the head of a specific department within a station or network, such as news, sports, production, engineering, sales, or marketing
• Program manager: the person who is responsible for selecting, scheduling, and evaluating the programs that are aired on a station or network
• Traffic manager: the person who coordinates the flow of commercials, public service announcements, and other non-program elements on a station or network

Broadcast managers need to have a variety of skills and competencies to perform their roles effectively. Some of these skills are:

• Technical skills: the ability to understand and use the equipment and technology involved in broadcasting
• Business skills: the ability to manage budgets, revenues, expenses, contracts, and legal issues related to broadcasting
• Communication skills: the ability to communicate clearly and persuasively with different audiences, such as staff, clients, regulators, and listeners or viewers
• Interpersonal skills: the ability to work well with others, resolve conflicts, build teams, and foster collaboration
• Creative skills: the ability to generate new ideas, innovate solutions, and adapt to changing situations

What are the Challenges and Opportunities for Broadcast Managers?

Broadcast managers face many challenges and opportunities in the digital age. Some of these are:

• Competition: broadcast managers need to cope with the increasing competition from other media platforms, such as streaming services, podcasts, social media, and online video
• Regulation: broadcast managers need to comply with the rules and standards set by various authorities, such as the Federal Communications Commission (FCC) in the United States or the National Broadcasting Commission (NBC) in Nigeria
• Audience: broadcast managers need to understand and meet the needs and preferences of their target audience, which may vary by age, gender, location, culture, and interests
• Technology: broadcast managers need to embrace and leverage the new technologies that enable more efficient and effective broadcasting, such as digital transmission systems (DAB/DVB), remote site management solutions (Davicom), digital audio signal switchers (DADS), etc.

Broadcast station management is a dynamic and rewarding field that requires constant learning and improvement. By applying the principles and practices of broadcast management discussed in this post, you can enhance your skills as a broadcast manager and achieve success in your career.