Broadcast Management: Radio, Television

by Ward L. Quaal and James A. Brown

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• Format: Hardcover
• Language: English
• ISBN: 0803807635
• ISBN13: 9780803807631
• Release Date: January 1976
• Publisher: Hastings House Book Publishers
• Length: 464 Pages

Customer Reviews

Still Pertinent

Broadcasters of any age would benefit by reading this classic in the field of radio/television station management because these authors view their responsibility as so much more than the single bottom line approach advocated by the bean counters too frequently found in positions of authority. Consider two comments in the preface alone that warrant serious reflection:1) "The time has passed when broadcasters can boast that commercials have effects on people and then claim that most programs to not have effects."2) "Above all, broadcasters need to realize that, whether they like it or not, the public expects them to behave responsibly as members of a profession." The opening chapter provides an excellent overview of the emergence of broadcasting from invention to mass media status. It describes how colleges and universities entered the arena academically. Various management theories are also described. The second chapter covers the theories more thoroughly. Documentation throughout the book is extensive.Ethical responsibilities to other people and God is clearly spelled out. They write, "This sense of ethics or morality may derive from institutional religious commitment or from a self-understanding of man's respect for and responsibility to fellow men under God. In order to help others in society develop fully as individual persons. Such integrity goes far beyond mere personal piety or scattered efforts at 'good works'; it is the fabric of a man's life."They go so far as to say that "The most effective managers do not permit material considerations to dominate their existence." So many managers in media organizations need to buy into that liberating statement.Time management, programming concerns, and the other expected topics for a book of this nature are covered. While the legal section is outdated, it is still useful to read for historical perspective. Managers should know the history of their profession.I strongly recommend this book. It remains a valuable asset to any media manager's library. It informs, instructs, illuminates, and even inspires to a degree. The message brought by these two authors still rings true in the media marketplace today.