Raising New Radio Talent

There has been much discussion recently on the next generation of air talent. Where will we find these people? Who is taking the lead on growing new talent and introducing new people to the radio industry.

Earlier this year, Jason Muth, one of the lead researchers at Broadcast Architecture left the company to focus his career on "planting the seeds" of the next radio generation.

The following is an interview with Muth about his recent jump to the Connecticut School of Broadcasting.

DANIEL:
You have worked with some of America's top rated stations and programmers. What led you to the Connecticut School of Broadcasting?

JASON:
The decision to leave Broadcast Architecture was extremely difficult. I had the privilege to learn from and work with so many talented major-market executives in a multitude of competitive situations. Throughout my travels, I frequently heard the struggles about locating new talent – everything from the “next big morning show,” to “reliable, smart programming and promotions assistants.” This is a critical time for talent development in our industry.

I am a true believer in education, and hold incredible value in my Brown University education, but the practical knowledge of working at 95.5 WBRU / Providence for four years was what equipped me with the skills to work competitively and successfully in this industry. CSB advocates “Learn By Doing” – that’s our message. Students train with state-of-the-art equipment, our well-paid instructors also work within the broadcasting industry, and all of us take great pleasure in watching our graduates succeed in broadcasting.

DANIEL:
Tell me about the Connecticut School of Broadcasting.

JASON:
Brian Stone and Scott Knight are the principals involved with the “newly acquired” Connecticut School of Broadcasting. Brian hired me at Broadcast Architecture nine years ago, and I knew that if anybody could optimize the value of a CSB education, it would be these two. From curriculum enhancements, to new software and equipment, to filling voids in markets without viable broadcasting training programs, The New CSB is poised to grow with our industry and continue training talented, devoted individuals who want to learn our business.

DANIEL:
What can schools like CSB do to bring up new radio talent? Some would argue that talent is something you're born with, or you're not... what type of training does CSB offer?

JASON:
The assignments in the CSB curriculum are fun, and most combine structured requirements with the students’ creativity. For example, on the television side, the final class project requires them to produce a 30-minute newscast from start to finish, on and off camera – select the stories, gather the footage, build the graphics package, write the scripts, and host the show. Another assignment has students picking any DVD and editing their own movie trailer.

In my mind, unfettered creativity can be as unproductive as fundamentally sound boredom. The most successful creative minds in this business are those that have the diverse skills and ability to convey their creative ideas succinctly and with excitement. CSB students learn Avid, Pro Tools, FinalCut Pro, Adobe Audition / Cool Edit, and RCS, and use modern mixing boards, sound boards, and camera equipment. We are in discussions for involving and installing HDTV cameras. We require students to have versatility in their training, learning all of the fundamentals along the way.

DANIEL:
Broadcasting schools have a bad stigma with some broadcasters. The great legend is that some take any student and pawn off "Human Resources nightmares" on radio stations. Like any industry, sometimes the graduates aren't necessarily ready for the reality of the radio world. What does CSB do to ensure 'quality control' among the students going into the industry?

JASON:
I heard some of those same complaints about broadcasting schools, and entered my initial meetings with CSB with that unfortunate preconceived notion. Frankly, we hire campus directors and instructors who care about the students, and we only accept students who are seriously dedicated to a career in broadcasting. We train students in the fundamentals of radio, television, speech, and new media. Our job placement process teaches appropriate business conduct, interpersonal skills, and working together in teams before students undertake their required internships. The relationship between CSB and our students extends well into the careers of our graduates. Further, the relationship between CSB and employers is only as solid as the success rate of our graduates. We have no incentive to send unqualified candidates to our channel partners. When a student is ready to take that next step from CSB into the industry, then and only then do we recommend them as a prospect.

DANIEL:
Finally, what would you tell a radio station GM or PD who is looking for new talent and having a difficult time finding people? What should they look for?

JASON:
Desire and confidence go far in our industry. Job versatility is key. Voice quality remains important, but the capacity to relate to an audience is almost paramount. All formats, however, are different. A Smooth Jazz personality should have a voice and content that complements the overall package and brand, while a CHR personality might be fun, quick-witted, and energetic, but not have the booming echo-chamber voice of yore. At CSB, we see all types of prospective students – some with strong on-air voices, some technically sound producers, and some that want to learn how to spin live and mix in the clubs. We encourage students to be diverse in their skills. By learning about more components of the broadcasting industry, CSB students hold more value to employers and the industry as a whole.

CSB is expanding its footprint on a national level beyond our existing 13 locations, mostly up and down the East Coast, we would love to hear from operators both large and small, about our future plans and how we can integrate their needs into our excellent educational and training services.

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Jason Muth may be reached at jason@800tvradio.com or JasonFox97@aol.com.