computer servers. These servers store recorded programs, advertisements, and news clips.
Assistant chief engineers oversee the day-to-day technical operations of the station. Chief engineers or directors of engineering are responsible for all of
Continuity directors schedule and produce commercials. Continuity directors carefully schedule commercials, taking into account both the timeslot in which a com- mercial is to be played, as well as compet- ing advertisements. For example, two car dealership advertisements should not be
the station’s technical facilities and services. These workers need a bachelors degree in electrical engineering, technical training in broadcast engineering, and years of broad- cast engineering experience.
SALES, PROMOTIONS AND MARKETING OCCUPATIONS Most workers in this category are advertising sales agents, sometimes known as account executives. They sell advertising time to sponsors, advertising agencies, and other buyers. Sales represen- tatives must have a thorough knowledge of the size and characteristics of their net- work’s or station’s audience, including income levels, gender, age, and consump- tion patterns.
Sales work has expanded beyond the traditional role of simply selling advertising to a wide range of marketing efforts. For instance, stations earn additional revenue by broadcasting from a business, such as a dance club. Businesses also sponsor con- certs or other promotions that are organized by a station. In return for sponsorship, the businesses are usually allowed to set up a booth or post large signs at the event.
played during the same commercial break. Continuity directors also create and pro- duce advertisements for clients who do not produce their own.
Large stations and networks generally have several workers who spend all of their time handling sales. Sales worker super- visors, who may handle a few large accounts personally, supervise these workers. In small stations, part-time sales personnel or announcers often handle sales responsibilities during hours when they are not on the air.
GENERAL ADMINISTRATION General managers or station
managers coordinate all radio and televi- sion station activities. In very small stations, the manager and a bookkeeper may handle all of the accounting, purchasing, hiring, and other routine office work. In larger sta- tions, the general administrative staff includes business managers, account- ants, lawyers, personnel workers, public relations workers, and others. These professionals are assisted by office and administrative support workers, such as secretaries, word processors, typists, and financial clerks.
S A L U D O S 94 H I S P A N O S
Training and Advancement Professional, management, and sales occupations generally require a college degree; technical occupations often do not. It is easier to obtain employment and gain promotions with a degree, especially in larg- er, more competitive markets. Advanced schooling generally is required for supervi- sory positions—including technical occupa- tions—having greater responsibility and higher salaries. Entry-level jobs in news or program production increasingly require a college degree and some broadcast experience. More than 1,200 institutions offer pro- grams in communications, journalism, and related programs. As of 2004, there were 104 schools accredited by the Accrediting Council on Education in Journalism and Mass Communications (ACEJMC). Some community colleges offer 2-year programs in broadcasting. Broadcast trade schools offer courses that last 6 months to a year and teach radio and television announcing, writing, and production.
Individuals pursuing a career in broad-
casting often gain initial experience through work at college radio and television stations or through internships at professional sta- tions. Although these positions usually are unpaid, they sometimes provide college credit or tuition. More importantly, they provide hands-on experience and a compet- itive edge when applying for jobs. In this highly competitive industry, broadcasters often seek candidates who can perform the job immediately.
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