Electronic Media

The field of broadcasting is going through a period of rapid change. One of the trends is the combination of radio and television with computers and interactivity. Even the title of the field is shifting from the present emphasis on broadcasting to electronic media, according to Louisa A. Nielsen of the Broadcast Education Association.

It is further anticipated that there will be a major job shift in the field from radio and television positions to non-broadcast video. Non-broadcast video includes the activities of corporations, health care centers, and educational organizations in producing newsletters, training materials, videos, commercials, and educational materials. Careers will encompass not only performance, but technical skills, including video graphics. Students will need to be thoroughly trained in the use of media.

Often considered to be a glamour industry because of the attention given to electronic broadcasters--network newscasters and talk show hosts--the radio-television field actually has more jobs off-camera and off-microphone than on-air. Many of these technical, sales, and administrative positions pay as well or better than those held by performers.

Those interested in on-air performance should be aware that many of the jobs are in small or rural communities at local stations and in independent production facilities, rather than with the networks. It is fairly common for performers to find their first job at one of the small broadcasting or production sites. Initial pay is often low or even unpaid as volunteer work or internships. Even at that, competition for jobs is often high.

Careers in electronic media/radio-television/broadcasting 

  • broadcasting station manager
  • director of broadcasting
  • film/tape librarian
  • community relations director
  • unit manager
  • film editor
  • news director
  • news writer
  • transmitter engineer
  • technical director
  • advertising sales coordinator
  • traffic/continuity specialist
  • media buyer
  • market researcher
  • actor
  • announcer
  • disc jockey
  • news anchor
  • public relations manager
  • comedy writer
  • casting director
  • producer
  • business manager
  • researcher
  • account executive
  • floor manager
  • talk show host

Communication courses that can enhance a career in electronic media/radio-television/broadcasting

  • interpersonal communication
  • TV culture
  • film criticism
  • persuasion
  • introduction to political communication
  • advanced media studies
  • communication and diversity
  • contemporary issues in organizational communication
  • organizational communication systems
  • contemporary public address
  • group communication