Netherlands Fellowship Programme in Broadcast Management, RNTC
To strengthen the capacity of managers working in the media sector (in programme and/or journalism management) to contribute to organisational development in a changing media environment.
Broadcast management: a discipline in it’s own right
More than ever broadcast managers have a crucial role to play in ensuring the success and the future of their organisations. Whether working for state, public, private or commercial broadcasters managers face the challenge of having to help their organisations adapt and thrive in an increasingly competitive media industry. Characteristic of the industry are rapid technological change, fragmented and fickle audiences able to choose from a growing number of media outlets, and a complex, shifting political and legislative environment.
Traditionally broadcast managers have been either promoted from the ranks of programme-makers and journalists or appointed from management positions outside the broadcast sector. In both cases they often find themselves not well-equipped for the specific challenges of broadcast management in which a proper understanding of the creative process and the production pathway has to be combined with the ability to manage limited financial and technical resources, and give innovative leadership to a group of highly creative and articulate individuals. Where once it was enough to have a background in either media or in some form of management, broadcast management is now increasingly seen as a discipline in its own right, requiring
