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Casting a Broad Net

December 1998 IBEW Journal

Like many other industries in North America, broadcasting has experienced much turmoil in recent years. A wave of mergers and a management mentality dominated by "bottom line" considerations, have led to staffing reductions and a move toward part-time work forces at numerous stations and the networks. Workers in the industry have become frustrated by the lack of job security, by benefit cuts and stagnant wages.

With some 10,000 members working in broadcasting, the IBEW is the largest union in the industry. Still, the growth in the number of broadcast outlets has left a large, unorganized segment. As is true for virtually every other industry, organizing is essential if union members in broadcasting are to maintain job security and good wage and benefit standards and if new members are to have access to the same opportunities.

At the recent IBEW Broadcasting and Recording Conference, organizing was a major topic of discussion. Experienced organizers noted that each campaign is different. Each requires a fresh outlook and a new focus. Each campaign means listening to the workers to learn the issue of greatest concern to them.

As with other industries, the lure of better job security, wages, benefits and working conditions were once enough to persuade nonunion broadcasting technicians to seek union representation. Now, employers often use sophisticated, unscrupulous -- and, many times, illegal -- methods that other businesses use to keep the union out, and many workers are unaware of their rights under the law, as well as about the nature of unions. All of this has brought about new challenges for organizers.

The uniqueness of media markets means that they must be carefully evaluated by IBEW organizers. A situation one organizer encountered was management’s decision to hire graduates of the colleges of which members of management were alumni, thus establishing a basis for a relationship with the new employee and encouraging that employee to believe that the employer was their friend.

Many new hires in the broadcast industry are recently graduated communications majors who start in a small town market and plan to move to larger markets, hopefully a state capital, and then into big city markets--at least that is the way the dream goes. This situation encourages new recruits to accept low wages and few benefits. "Small markets are training grounds," is typical of the comments from management, who often add, "When you move up to the bigger markets, your wages, benefits and working conditions will be better." This convinces new employees, at least for a while, that low wages are a product of the market and not the decision of the employer.

New employees, ever hopeful of the big break, are not always interested in pursuing better wages and benefits where they are currently employed. They think that will come when they move to a larger market. But not every worker gets that big break. Others prefer to work in smaller markets. Without union representation, these workers could be doomed to low wages and few benefits for the duration of their careers.

While it is generally true that wages in the broadcast industry are proportional to media market size, IBEW broadcast unions work to keep their scales in the forefront in markets of like size by carefully administering the contracts held with their stations. As a result, they can often use better wages and benefits as an organizing tool.

Organizers have also found some of the key concerns of nonunion workers in the broadcast industry, in additions to wages and benefits, revolve around education, training and 401(k) plans.

In the ever-expanding world of new technologies in the broadcast industry, education and training are a must. Both are the key to versatility in employment. Many IBEW locals, such as Locals 1220 in Chicago and 1228 in Boston, have training programs of their own. Others, like Local 1241 in Philadelphia arrange for training or education discounts at area schools, while many others have negotiated tuition reimbursements and mandatory training from the employer. Obviously, these kinds of programs go a long way in persuading nonunion members to join the IBEW.

Many people in the industry are subject to employer’s whims when it comes to 401(k) plans. Loss of this retirement benefit has become an issue in some recent campaigns. Sometimes, employers cut back on the matching funds or eliminate this benefit altogether, and, since there is no union, this mandatory-subject-of-bargaining benefit is lost . To freelancers in the industry, these 401(k) plans are especially important, representing the only retirement security they have. At its 1996 International Convention, IBEW members voted for the International to provide a 401(k) plan to members through their locals. This is a great selling point during organizing campaigns.

Another issue, sometimes addressed during an organizing campaign, is the practice known as "pigeonholing." The term "pigeonholing" is often used to describe assigning someone to a specific job classification, not allowing them to move on to another. An anti-union argument used by management is that once a nonunion worker joins a union, that worker will be pigeonholed and not allowed to advance or move to another job within the company. Of course, if this were true, the IBEW would not be offering training for new technologies or negotiate mandatory tuition repayments and training programs. For the union, job classification is a way of differentiating one person’s work and training from that of another person. Organizers have found the pigeonholing issue a sensitive one for union members who enjoy having the security of a specified job classification as well as for management and other members who prefer flexibility of movement within classifications. Problems like this can be solved at the bargaining table, once union representation is achieved.

Organizing in the broadcasting industry has been a mix of success and frustration. Under the leadership of Business Manager Stan Dupree and Organizer Rex Kendall, Local 44, Butte, Montana, has organized four television stations in the state this year. Getting the station to bargain in good faith, however, has been another story. One recently organized station, KTVH in Helena, built a new facility on the grounds of a Catholic university. So far, however, the school has ignored the teachings of the faith and not supported workers who are trying to bargain a new contract. Brother Kendall, who has used informational pickets and public rallies in various campaigns, and station employees, have even waged a campaign with 600 area merchants who are local advertisers, to put pressure on stations to bargain. Area nonunion stations have given raises to their workers and launched vigorous anti-union campaigns.

Local 1241 recently had mixed success in seeking to organize workers at Comcast SportsNet, a cable sports outlet in Philadelphia. The local was successful in winning union representation for 75 freelance employees at the station, but lost the initial vote among in-house technicians. However, the contest is not over. A hearing officer for the Fourth Region of the National Labor Relations Board recommended the results of the election be set aside and a new election held. The date for the new election had not been set at the time of this magazine’s print date.

Frank Goldstein, business manager of Local 1241 says, "Since many of us began working in union shops, we have to remember that it takes a great deal of courage and understanding to join a union. Nonunion workers need to know what the union can do for them, before they are willing to sign on the dotted line. We, as organizers, need to be constantly pushing the envelope for better wages, hours and working conditions, while holding the line so the bottom doesn’t fall out. We need to offer the security the company won’t."

Broadcast Conference Tackles The Issues

Among the issues discussed at the Broadcast Conference this year, in San Diego, California, on September 24-25, was organizing new members. Digital television and labor management relations were also important subject— but protecting the quality of jobs and lives by gaining new members dominated the program.

Delegates also heard from Ninth District International Vice President Michael Mowrey and Charles "Bud" Fisher, Executive Assistant to the International President, who stressed that all branches of the Brotherhood need to work together and learn from each other. He highlighted the need for organizing new members to protect the quality of life. Guest speaker Dennis Mitchell of Chronicle Broadcasting, spoke about the need for trust and communication between employers and employees. Jerry Gepner, of SporTVsion Systems, discussed digital television and its impact on local stations. Gary Heald, Director of Special Projects, lead a discussion about the ‘dos and don’ts’ of organizing. He was assisted by Frank Goldstein, business manager of Local 1241, Philadelphia, Pennsylvania, and Rex Kendall, organizer of Local 44, Butte, Montana.

Delegates at the conference also toured the CBS Studio Center Complex in Los Angeles. They were treated to a demonstration of special effects and saw a rehearsal of the national network television show, "Third Rock from the Sun." Jack Stanley, Director of the Broadcasting Department said, "This ‘busman’s holiday’ tour was fascinating. We owe a special thanks to Joe Soukup and his crew for conducting the tour. We all enjoyed the trade secrets that the special effects crew shared with us."