Beginning on page 37 THE KING’S BUSINESS provides helpful information on Christian radio stations through the RADIO DIRECTORY.
casting is envisioned. So many times in original calculations of finance, the capital investments for transmitter or studio costs are well planned, but no thought is given to the continuing operational costs. This shortsightedness results in almost constant pushing of the “panic button” for financial aid on the air. If a Gospel broadcast min istry is to survive with dignity and profit spiritually, it must give prior attention to building a strong pattern of “ sustainers.” Here, the confidence in the integrity of the broadcaster evoked in his potential “ help ers” is of enormous importance. While the above-listed four elements in prepar ing for Gospel Broadcasting only outline the main structure, they do emphasize the major items to be considered in the “ business” itself as well as the kind of personnel needed to accomplish the task. Before thinking of whom we must have to help us, it is necessary to look at what kind of broadcast ing we are entering into, and where it will be effected. At least five types or “ categories” of broad casters in Christian service exist. These have to do with location or organizational structure. They are (1) domestic, (2) overseas, (3) constituency- supported, (4) commercial-supported, (5) inde pendent or church mission connected. Obviously, it makes a great deal of difference in planning opera tional procedures whether our Gospel broadcasting venture is based “ at home” or overseas on some mission field. Location of our effort will certainly determine whether the ministry can be supported commercially or must depend upon gifts and sub sidy. Again, the connections established with groups, such as churches, denominations, or mis sions, or the independent nature of the enterprise must enter into decisions concerning the type of people invited to share the opportunity for Chris tian broadcasting in one or more of its areas of service. Failure properly to investigate all angles involved can result in confusion and delay, not to mention disappointment and “ drop-out” altogether for a new radio or TV ministry which otherwise might have succeeded. THE KIND OF PEOPLE NEEDED IN GOSPEL BROADCASTING. There are three major areas of service in Chris-
fledged staff. The reason for all this is self-evident in the astonishing fact that Gospel broadcasting has come “ of age” and is experiencing all the ex pansion problems of a boy’s growing to manhood. Whether considering a station, a studio, or a pro gram, the planner has to face some of the follow ing challenges if not all of them. THE GOSPEL BROADCASTING PICTURE TODAY. Four broad factors should be observed: 1. The Broadcaster himself. His own vision and genuine “ call” to the ministry of Gos pel broadcasting, as well as his capacity to fulfill its exacting demands. Too many have entered too lightly into religious ra dio and TV work without counting the cost or “ paying the price o f preparation.” 2. The Government regulations involved. In every country the right to “ use the air” is controlled by government agencies, and the matter of broadcast permits, legal obliga tions, and constant observance of regula tions are of prime importance. Especially in overseas Gospel broadcasting, we say we have no “ right-just a sacred privilege” of being on the air. Here is where ethics and scrupulous adherence to operating pro cedures, established by supervising au thorities, exalt the Gospel. 3. The Audience anticipated. We may give far too little evaluation o f the “ listeners” we expect to reach in preparing to set up our contribution to religious radio or TV. Almost before anything else is done, we should make a survey o f the kind o f po tential audience we shall most likely “ face.” This depends upon the kind of station we use (that is, commercial, church or mission-owned, etc.). Of course, the geographic and cultural areas in which we locate, or to which we broadcast, will determine many factors automatically. The matter of age, time, and special charac teristics o f our hoped-for listening audi ence should affect the study of our ability to meet those needs. 4. The Sustainers of our work. This vital fac tor takes in constituency or clients, which ever basis for supporting the Gospel broad
THE KING'S BUSINESS
14
Made with FlippingBook - professional solution for displaying marketing and sales documents online