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Program Directors Will Always Be Needed ...
January 28, 2020
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As radio evolves, there are many nuances and realities yet be faced. All come into play when an air personality reaches the point of wanting to try their hand at programming. Even knowing what I know now about the job, I would still go after the PD chair.
I Always Know...
I can hear it in the voice, see it in the eyes, or pick up the vibe from an air personality email; I know they are going to ask me how to get a job as a Program Director. When the question comes, I explain how my programming journey started.
It Just Popped In My Head ...
I remember having just finished my air shift and thinking, "I love being on-air, but programming the entire station would be fun." Honestly, there was no earthshattering experience like a visit from heaven's radio angels. I just said to myself, "I think I should program." That was pretty much it. I said it out loud to myself and answered too. I was the voice in my head.
Here's What I Did ...
My first thought was who can help me? So, I gave a call to a PD in Los Angeles that I knew well. He immediately put in a call to his National PD and the three of us had a conversation. The very next weekend I was flown to Memphis to talk to the GM -he was upfront that another gentleman was the front runner for the job, and I was a dark-horse candidate.
I Got My Wish...
A strange thing happened, three weeks after that meeting, the GM called and asked when I could start. I can still remember the out-of-body experience of realizing I was about to join the fraternal order of PDs. Then four months later I lost the job because I didn't understand how to work with the sales department or the important contributions of other departments outside of programming.
My lack of knowledge outside of music and personalities was the catalyst to becoming a student of programming. I became obsessed with learning what every department and staff member contributed to the process of programming a station.
But Where Are the Jobs Now ...
Programming jobs are still out here, but the duties are more diverse --digital & social media skills are a must. They have even muddied the waters by altering the job titles; Director of Branding, Content Director, Brand Manager, Influence Director -- but it's still the same job. The job of PD has always been a small exclusive club.
Don't Be Psyched Out ...
Don't let your dreams of programming be stepped on. The available number of programming openings have never been abundant. Don't let yourself get psyched out, there will always be a need for someone to be in charge-why not you? It only takes one person to say yes to you, tell somebody you want to program and allow them the opportunity to say yes or no.
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