A survey was undertaken to determine the opinion of local broadcasters on the effectiveness of broadcast education to prepare students for jobs in the industry. Based on 55 questionnaires and 21 interviews of station directors and managers, it was determined that the industry preferred college educated employees whose education emphasized public speaking, journalism, advertising, and communications science. The broadcasters specifically recommended the acquisition of knowledge in sales and programing, and the skills of production, copywriting, continuity, and editing. Employers also look for experience, appearance, and personality. (EMH)