Production knowledge essential for radio-television time salesmen for network affiliates in the Texas area



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Since very little research had been done relative to the business side of the broadcasting industry, the author decided to concentrate upon sales departments and analyze the radio-television time salesmen with the major network affiliates throughout the state of Texas. Those stations studied included all of the affiliates of the National Broadcasting Company, the Columbia Broadcasting System and the American Broadcasting Company. The Mutual Broadcasting System affiliates were excluded since the inclusion of these stations would have entailed many of the smaller, less representative locals. The main premise of the thesis was to emphasize the importance of a general knowledge of production for time salesmen. Two surveys were made in connection with the research for the study. One survey was designed for the sales managers of the various stations, and the other survey was designed for the time salesmen. The author's hypothesis that there was a need for a more general knowledge of production among the time salesmen was proved true after the computations made from the questionnaires sent to the various stations. It was discovered that 44 percent of the time salesmen did not possess a knowledge of production prior to their present jobs. It was also revealed that only 46 percent of the salesmen had college degrees. However, it was of interest to note that 82 percent of those familiar with prior production knowledge were college graduates. There were two possible solutions offered to reduce the percent not familiar down to a minimum. One solution was to establish a specialized sequence in the Radio and Television Departments of the colleges and universities throughout the state. The sequence was designed for those interested in the sales and business side of broadcasting. The second solution was to establish a special type of internship for radio and television students. The internship was to be sponsored by the Texas AAssociationt of Broadcasters, and it would theoretically function similar to an internship already being sponsored by the Texas Daily Newspaper Association for journalism Students throughout the state. Results from the questionnaires sent out were unusually good. Sixty-two percent of the television stations polled returned their answers, and 56 percent of the radio stations polled took part in the survey. It was concluded that if the Texas broadcasting industry hopes to reduce the 44 percent not familiar with production down to a minimus, the Texas Association of Broadcasters would have to place more of an emphasis upon production in the minds of the old and new time salesmen. It was concluded that it would be to the stations' advantage to see that their time salesmen know somehting about programs and station facilities prior to the time that they were employed. The reason for this was because of the little time for training after the salesmen become a part of a station's sales staff.



Radio-television, Salesmen