Noting that the rising demand for graduates who can use mass communications technology has led universities to seek teachers with broadcast production experience as well as academic credentials, this paper suggests ways to find such people. Reporting the findings of a review of 64 want ads appearing in "Broadcast Magazine" in a one-year period, the first section of the paper reveals that most colleges are seeking candidates with advanced degrees and broadcast experience. The second section cites data gathered in a survey of approximately 200 schools with broadcast, radio-television, broadcast journalism, or mass communication programs, showing the difficulties the schools encounter in trying to find people to meet their qualifications. The third section uses data from the same survey to document the qualifications of current faculty members, while the fourth section describes ways to develop faculty with the proper qualifications, specifically, using internships in the broadcast industry. Several examples of faculty internship experiences are cited in the section. A copy of the survey and tables of data are appended. (FL)