Contents Include : Historical Method And The Electronic Media; Media, Situations And Its Behaviour; Role Changing Environment In Media; Effect Loops In Electronic Media; Reality Programming; Probing Ethics And Values; Human Resources In Electronic Media; Employment Process; Sales Department In Electronic Media; Programming Operations Manager; Audience Gratifications In Electronic Media; Policy Implications For Citizen Information Services; Prospects For A National Information Service; Lowering The Politics In Electronic Media; Future Of Communication Services.