The "Electronic Media Career Preparation Study" was conducted by the Roper Organization to represent an attempt to put many industry concerns about academia into a more formalized context. Broadcasters in the Roper study suggested that colleges and universities do an inadequate job in providing students with practical knowledge and in giving hands-on experience. Another major concern expressed by the broadcasters was that students leaving colleges and universities today have unrealistic career expectations regarding starting salary, job advancement, and misguided impressions of the industry. One of the pleasant outcomes of the Roper study was an apparent willingness expressed by broadcasters to help support the development of media education. The discussion prompted by the Roper study could lead to genuine progress once the mutual misconceptions are overcome. Academics should recognize the key role played by industry involvement and should better appreciate the pressures of daily media production and media economics. Broadcasters should learn to understand bettter the role of a university and should work to recognize the political and practical constraints of the university setting. Broadcasters should continue efforts to produce and air the best possible programs which become models for aspiring broadcasters and create challenging standards for students to meet. (Sixteen footnotes are included.) (MG)