Intended primarily as a college text for media specialists, librarians, audiovisual specialists, and others who will assume positions of leadership in the field of educational media, this book begins with an analysis of the place of the media program in the total educational system--its relationship to instructional development and the nature and requirements of current professional opportunities in the educational media field. The varying requirements of media program administration at each of four levels are dealt with separately: the single school, district and county, state, and college and university. Identification and discussion of the differences, relationships, and common features of the several levels of administration provide an essential base for generalizing about the field and for seeing it "in the whole." Separate chapters are devoted to the analysis of significant functions related to the systematic administration of media programs at all levels: designing instructional systems, instructional facilities; administering materials, textbooks, equipment, production services, television services, individualized learning; automated learning systems; improving utilization practices; Budgeting media services; administering media personnel; and research and evaluation. (Author/JY)