THE NEW TELEVISION ECONOMY

The decision seems simple enough. In tough economic times, budgets are cut to eliminate unnecessary items and training costs are usually the first to go. Prudent managers are re-thinking that strategy and discovering that the decision is not that simple. Some, in fact, see training as an opportunity to re-tool for surviving, even thriving in the current economic environment and preparing for the future…the new television economy.

Conventional wisdom has historically envisioned training costs as a luxury item. Not any more. In today’s softening economy, managers are using training dollars to re-tool their operations for the future. And employees, aware of what it will take to prosper in the new television economy are seeking, even demanding more diverse skills. The trend of multi purpose television employees… the "one man band", has been established now at the network level and is gaining momentum across all markets. Some operations, in fact are already realizing the benefit of streamlining. Others, in existence for only a couple of years, have based their entire business model on the "one man band". The bottom line is: employees are required to do more and technological advancements have removed the obstacles. Cameras are lighter and more manageable, non-linear editing is mobile, easier and faster and lower third graphics insertion can be made in the software. Desktop production created the new television economy and is now a reality.

Even traditional operations employing a staff of photographers, producers and reporters benefit economically and functionally from a more diverse workforce. Today’s production environment, running at Internet speed, mandate a cross culturalization. News reporters or producers trained in the visual language can shoot video themselves and acquire quality footage. Photographers, trained in writing and interviewing and functioning alone, can ask relevant, coherent questions on location; research, even write a story or script if necessary. The day is fast approaching where specializations, such as reporter, producer, photographer and editor will no longer exist. Managers are faced with the costs of developing the necessary skills in their current staff to re-tool against the costs of operating in the old economy and training and developing replacement employees when experience walks out the door.

People must be trained. Either current, well-performing employee’s wanting to further develop their skill set or employees hired to replace those who left because training opportunities weren’t there. A recent USA Today survey polled "top performers" under the age of 30 from more than 400 companies and asked them to rate their rewards programs. 60% chose "opportunity to develop skills" the number one choice out-distancing "compensation" by almost 10%.

Training saves money and not just in the long run. Training adds value to the product resulting in more viewers, creates more efficiency thus reducing the cost of manufacturing product and boosts morale among employees, saving costs of other reward programs or replacing disgruntled work force. Cross training all newsroom employees saves man-hours on news coverage that doesn’t require two people and creates more newsgathering or production resources within the operation.

Technological advancements and economic conditions continue to support a cross culturalization… a super-breeding of talent in the television production arena. People who know more, are more motivated, apply more knowledge, who perform well in several different capacities ARE the future of television. Gone are the days of glutinous and wasteful multi-person crews each of whom specialize in one or two areas. Competitive facilities today will promote a lean, sleek operation of multi-talented professionals. Larry Hatteburg, anchor and managing editor of KAKE-TV in Wichita, Kansas recently told a group of photographers at the NPPA Television workshop, "Some of you won’t be here in six months. It’s nothing against your skills; it’s just the economy of television today." He added, "You must learn and be open to learning more areas of television news to survive."

True for stations and production facilities as well, all of which must promote cross culturalization to develop more diverse resources in order to survive the new television economy.