Broadcast Entrepeneur

Broadcast Entrepeneur

Broadcast Entrepeneur

Providing tools for effective leadership

Broadcast managers are the glue of any media-related operation. From licensing rights and program planning, to scheduling, client relations and content management, broadcast managers need to be innovative leaders, with their finger on the pulse. 

This RTNC Broadcast Managers course treats this role as the gateway between breaking news and the public, ensuring that the individuals understand the importance of this job and know how to execute it flawlessly.

Ronald Reagan

“The greatest leader is not necessarily the one who does the greatest things.

They are the one that gets the people to do the greatest things”

Ronald Reagan

​​​​​​​About the Course 

This course is aimed at senior managers with a track record in broadcast media. Through best practices, shared experiences, working visits and management assignments, its objective is to help managers learn how to adapt quickly in a fast-paced industry.

There will be working visits to public and commercial broadcast organisations in the Netherlands, so you can see, first-hand how innovation and the introduction of multimedia production has impacted modern newsrooms and programming. 

The course will include workshops devoted to editorial and financial management as well as to leadership and management styles best suited to working with journalistic and creative programme staff.

Topics covered

  • Leadership and management styles
  • Business plan creation and stakeholder mapping
  • Programme and content management
  • Budgeting
  • Developing action plans
  • New media landscapes and digital transformation
  • Strategy development
  • Financial management


Broadcast Entrepeneur
Broadcast Entrepeneur 2


The course focusses on the context in which you work as a broadcast manager, equipping you with a range of tools for analysing situations, developing solid business and action plans, and helping you to shine in an ever-changing media landscape. We’ll look at the impact of innovation on both technology and content, and its role in in driving the future of broadcast media management. Outcomes include:

  • Being able to analyse the broader organizational and media environment in organisations, understanding how these affect management policy, decision-making and organisational development.
  • Mastering the editorial, and financial management broadcasting 
  • Becoming familiar with trends in media innovation, and how these affect broadcast organisations and workflows
  • Understanding the role that innovation and feedback play on improving the quality and creativity of programming, and on motivating staff and developing their skills
  • Confidence in using tools like systematic staff training and evaluation, to improve recruitment and performance

Course details


This is a 3-week course.


This course takes place at the RNTC training centre and studios in Hilversum, which is about 20 minutes by train from Amsterdam Central Station.


Academic Year: 2019 - 2020

Course fee: 3655.00 Euro
All-in-fee: 5500.00 Euro

Broadcast Entrepeneur 3

This course includes several small group interactive sessions and workshops to give you hands-on, practical experience and ensure that you “learn by doing.”


  • Programme Development (Content is King)
  • Where do ideas come from?
  • How to zero in on an audience
  • Mapping your target audience
  • Influencers, agreed realities, and emotional payoffs
  • Using social media for insights
  • Pitching target audiences


  • What is learning and why this is important to understanding audiences?
  • How do people learn? Information, skills, and behaviours
  • The ingredients of persuasive aims
  • Applying persuasion to your own context


  • The Importance of Story versus Information
  • The Eight Essential Elements of Story
  • Symbols        
  • Universal Truths
  • Story for Business 


  • How do we tell stories using media?
  • 10 engaging formats and what makes them unique
  • Which formats are good for conveying information versus conveying emotions?
  • Types of formats
  • Combining ideas creatively
  • Quality and Monitoring: The Monitoring process


  • Who we are as managers and the expectations we have?
  • Areas of specific need in an organisation
  • Organisation Analysis and Strategy


  • Stakeholder Analysis
  • Strategy Development: Business Model Canvas (BMC)


  • Strategy Development: Business Model Canvas
  • Strategy Development: Presentation of your BMC


  • Major trends in the media landscape
  • Public versus private Broadcasting
  • Understanding the tools of social media and their strengths and weaknesses
  • Trends in social media and broadcast management
  • New Media for Broadcast Management


  • Financial Management
  • Revenue Generation
  • Fundraising
  • New media content revenue models

DAY 10

  • Budgeting
  • Broadcast management in the real world: we visit a local broadcaster to gain insights for effective management of the broadcast environment

DAY 11

  • The Art of Leadership
  • Change Management
  • Bargaining Principals

DAY 12

  • Individual Action Plans 

DAY 13

  • Art of Presentation
  • Create Final Presentations of your portfolio

DAY 14

  • Presentations
  • Graduation and Farewells

This course is for broadcast managers currently working in senior programme and/or editorial management in state, public, private, or commercial media. Applicants are expected to have at least one year’s experience in working for a broadcast organization.

  • You are currently working as a broadcast journalist with a minimum of one year’s experience in broadcast media
  • You can provide the original proof (or a properly certified copy) of your most recent educational qualification in secondary or higher education
  • You are fluent in English – written and spoken (this is the language of our course) 

After you have completed all the course sessions and assignments, you will receive an RNTC certificate and join the ranks of more than 6000 RNTC alumni worldwide.

Do you qualify for a scholarship for an RNTC course?

The most commonly awarded scholarships for our courses are the OKP and MSP (MENA) scholarships. OKP fellowships are available to 52 countries and MSP scholarships to 10 countries. 

For more information, please visit our scholarships page.

Everywhere you want

Whether you are a journalist, a blogger or a media manager, we have the courses to fit your needs. RNTC offers courses in Hilversum, the Netherlands, and in-house courses around the world.

Tailor Made

We also provide tailor-made training for media organisations and non-governmental organisations. RNTC prides itself on being innovative in both subject matter and method of delivery.

50+ years, 6000+ students

RNTC was set up in 1968 as a joint initiative of RNW Media (formerly Radio Netherlands Worldwide) and the Dutch Ministry of Foreign Affairs. Over the past 50 years, RNTC has gained invaluable expertise in delivering courses to media professionals around the world.

Are you ready to take your career to the next level?