A new international online course for radio Programme Directors launches this month.
The course is a joint-venture of International Media & Broadcasting Academy (IMBA) run by Australian broadcasting trainer Steve Ahern and the industry body Commercial Radio Australia (CRA).
Having run successfully in Australia for several years, the programme is now open to international radio executives for the first time.
The one year course will feature guest lectures from a number of senior Australian programming executives. Asia Radio Today spoke to course leader Steve Ahern to find out more.
1. This is an online version of a similar course you already run in Australia. How does that course work and why did you decide to put it online?
It has been running for over a decade in Australia. When I was at the Australian Film Television and radio School I put it online, and we had so much interest from outside Australia that there was a need to offer it internationally. Now my company is licenced to deliver it outside Australia.
The course runs for about 35 weeks, with readings, lectures, reports and assignments being done online. It is targeted at working managers and programmers, so the content does not take too much time and much of it is tailored to be done in work time, such as interviewing your boss for one assignment, or recording a staff meeting discussing a specific subject.
There are some key modules focusing on managing people in a creative performance environment, marketing and branding radio stations, and the mechanics of your radio craft.
2. I’m not aware of any similar course specifically targeting radio PDs. Why is a specialist course so important rather than taking a generic Media Management degree?
There are plenty of general degrees about management, marketing and media, but this is something that was missing. Many staff on the fast track to management, or working program directors and managers need a mid-career update of their skills to take them to the next level. This course is specific to our industry, not general or generic, and can give them that leg up to the next step.
3. Any famous or notable ex-students?
Some are famous and others are just quietly achieving in their stations.
Some well known ones in the Australian radio scene are the Australian Radio Network’s Nick Condon, now Operations Manager at that network or Greg Byrnes, program director at 2UE Sydney. Internationally Joel Isabyrie from Uganda, who became PD, then general manager of his station after doing the course, is now a lecturer in broadcasting (https://www.facebook.com/joel.isabirye.7)
4. How will the online version work for potential students?
It takes between 5 – 10 hours of work each week via flexible learning, that you can do at your desk at lunchtime, at home or on weekends. There are readings, video lectures, chatrooms, tutorials with other students via discussion software and a range of practical exercises to do in your station that will help you reflect on the content you are studying.
5. Is the course recognised? Will graduates walk away with a certificate or similar?
It is created and recognised by Australia’s peak radio industry body Commercial Radio Australia, but it is not a university degree so there is no formal qualification. Participants will receive a certificate recognised and endorsed by CRA at the end of the course.
In Australia it is recognised under the AQF framework, but recognition in other countries depends on their own system.
6. You are bringing in other industry professionals to help teach this course. Can you name names and tell us more about their input?
Yes, we have a range of guest lecturers who will be part of online lecturers and tutorials. ARN group programmer Duncan Campbell is on the list. His network has just had a big win in the ratings with the success of newly branded KIIS FM in Sydney. Others who have agreed to work with the students include David Kidd, PD of 2GB, Bill Barrington and Greg Byrnes from 2UE, and a range of presenters and programmers from networks such as Southern Cross Austereo and Nova.