Human Resource Management in the Electronic Media

Human Resource Management in the Electronic Media

Human Resource Management in the Electronic Media

Human Resource Management in the Electronic Media


With the advent of new technologies and governmental regulation, notably the Telecommunications Act of 1996, not only has the broadcast industry changed dramatically, but also the laws covering the management of its human resources. Executives must know and understand these changes to operate within the law and to make best use of their people. By no means a dry treatise but still with careful attention to scholarly accuracy, and the latest thinking, Scott's book approaches the crucial human resource problems in broadcasting with a hands-on awareness of what really goes on among broadcasting industry people and the organizations that depend on them. Scott writes for practitioners and provides the information they can use daily, supplying academic professionals and students of broadcasting management with an important resource.


The electronic media are undergoing a massive metamorphosis. Some of us remember television in the dark ages--in the 1950s and 1960S B.C. (Before Cable). In those days, believe it or not, there were three commercial networks (ABC, CBS, NBC), the Public Broadcasting System (PBS), and, perhaps, one or two independent TV stations--period. Those were our choices. The commercial networks were the proverbial 800-pound gorillas.

Today, we can choose from 50-60 or more cable channels, satellite TV, video rentals, and a myriad of other mass media outlets. Is it any wonder that the networks' share of audience has been steadily declining? Technological advances such as high-definition television (HDTV) loom on the horizon. When viewers are able to choose their programs any time they desire from a computer menu, without having to wait for a specific night and time to watch their favorite program, what will happen to the networks, which rely on primetime schedules to garner ratings and advertisers?

FM radio stations proliferate, and AM stations go dark at an alarming rate. The radio dial is filled with too many stations competing for the same basic target audience.

Electronic media managers walk in a minefield of governmental rules and regulations, technological changes, and complicated fair employment laws. A misstep can result in fines, lawsuits, loss of license--and loss of employment for the careless manager. This book addresses some of the issues faced daily by broadcast managers. Its purpose is to present a realistic picture of the industry for prospective employees and current managers.

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