The Broadcast Manager in the Changing Media World

The Broadcast Manager in the Changing Media World

The Broadcast Manager in the Changing Media World

This course gives media managers and those entering the media management arena the tools to get the best out of their media organisation. The rich 3-week programme of theory, best practices, shared experience, working visits, and management assignments helps you adapt quickly in a fast-moving media world.

This course is aimed at senior managers with a track record in broadcast media. It focuses on the context in which the participating managers work, equipping them with a range of tools for analysing their situation as managers. Attention will be paid to the changing media landscape and to the role of innovation and its impact on both technology and content. There will be working visits to public and commercial broadcast organisations in the Netherlands to examine the effects of change and innovation on modern news organisations. You will see the impact introducing multimedia production has on newsrooms and programming for yourself. 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

-      Business plan creation and stakeholder mapping

-      Programme and content management

-      Budgeting

-      Developing action plans

-      New media landscapes and digital transformation

-      Strategy development

-      Financial management


The course focuses on the context in which managers work, equipping participants with a range of tools for analysing their situation. Managers will be able to accurately analyse the changing media landscape and the role and impact of innovation – in both technology and content – in driving the future of broadcast media management.

On graduation, you will be familiar with new methods to analyse the broader organisational and media environment and how these affect management policy and decision-making. You will also understand the contribution they can make to organisational development.

After the course, you will not only have mastered the editorial and financial management of broadcasting, you will also be aware of trends in media innovation and in particular the impact of new media and multimedia production methods on broadcast (newsroom) organisation and workflows.

You will understand the role that innovation and feedback play in improving the quality and creativity of journalistic and programme output, and in motivating and developing staff. Likewise, tools like systematic staff appraisal and training/coaching will improve effective staff recruitment and performance.

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

Course dates

Monday, September 30, 2019 - 09:00 to Friday, October 18, 2019 - 17:00



Course outline

This course includes several small group interactive sessions and workshops to ensure that you learn by doing.

DAY 1:

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

DAY 2:

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

DAY 3:

The Importance of Story versus Information

The Eight Essential Elements of Story


Universal Truths

Story for Business 

DAY 4:

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

DAY 5:


  • Who we are and the expections we have.
  • Areas of specific need

Organisation Analysis and Strategy

DAY 6:

Stakeholder Analysis

Strategy Development: Business Model Canvas (BMC)

Day 7:

Strategy Development: Business Model Canvas

Strategy Development: Presentation of your BMC

Day 8:

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

DAY 9:

Financial Management

Revenue Generation


New media content revenue models

DAY 10:


Field visit: We visit a broadcaster to gain insights for effective management of the broadcast environment.

DAY 12:

The Art of Leadership

Change Management

Bargaining Principals

DAY 13:

Individual Action Plans 

Day 14:

Art of Presentation

Create Final Presentations of your portfolio

DAY 15:


Graduation and Farewells

Who is this course for?

This course is for broadcast managers 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.

Admission requirements
  • You are currently working as a broadcast journalist with a minimum of one year’s  experience in broadcast media.
  • You are able to provide the original proof (or a properly certified copy) of your most recent educational qualification in secondary or higher education.
  • You have sufficient skills in spoken and written English as this is the working language for our courses.

After you have completed all the course sessions and assignments you will receive an RNTC certificate and join the ranks of our more than 5,500+ RNTC alumni worldwide.


You may 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 for 52 countries and MSP scholarships for 10 countries. For more information, please visit our scholarships page.