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Saved by Jonathan Lukes
on May 15, 2011 at 10:03:12 am


Given the relatively recent and rapid growth of the discipline of on-air branding and promotion within the television industry most training remains "on the job". In addition, the comparatively small number of people employed in this field and the specialized nature of the skills (e.g. the art and science of creating the perfect break architecture) mean that permanent academic or vocational training courses are unlikely to be feasible in the foreseeable future. 



As in many industries internships are both a valuable way to learn and "to get your foot in the door". Keep your eye open for internships posted on the Media Studies Roundup Blog on Tumblr for example: http://www.mediastudiesma.tumblr.com (Password: mediastudies). Internships are sometimes listed at some of the larger media networks based in New York City such as ABC, CBS, NBC and MTV. An intership can also count as credit towards your degree with prior approval from the faculty.


As an intern or when starting a new job in an entry level position it's wise to identify a mentor who can pass on their experience and help guide your career. Most larger companies also have in-house programmes or budgets to cover general training in the use of common office software such as Word, Excel and Powerpoint etc and business practices such as time management or team building. Take advantage of as many of these as possible while ensuring you don't become known as a "training tourist" - someone who attends any course offered no matter how tenuously connected with their job simply as a means of avoiding the daily grind.



Most suppliers of software and hardware to the broadcast industry run their own training courses sometimes for free as a means of encouraging employees to buy and use their products. A training package may also form part of a larger supplier agreement, for example as part of a deal for proprietary scheduling software used by a channel. The types of courses available depend on which field within the industry in which you work:


  • Designers might attend courses run by software manufacturers such as Adobe (eg Illustrator, Photoshop and After Effects) or hardware manufacturers such as Quantel


  • Promo producers may attend courses offered by Apple for Final Cut Pro or by Avid for their Media Composer



Sometimes networks bring in a leading branding/promo production company to lead a training session, typically lasting a half or full day or even over two days. Lee Hunt for example will run sessions "to refresh strategic thinking, examine the latest tactics from television's most successful networks, get inspired by great work, and hone creative and production skills". Typically such session don't come cheap. Suggesting your boss invite engaging and informative presenters seen at the PromaxBDA to speak to your company (for a fee) is one way of sourcing effective trainers.


 The ubiquitous Lee Hunt



Although there are no formal on-line training courses there are many resources available on the web. For example you can download Lee Hunt's New Best Practices session from the 2010 PromaxBDA conference from his website for free. www.leehunt.com



PromaxBDA runs a number of training courses and workshops throughout the year. See Case Study 1 Section 6 Education for details.  






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