This book presents a wide discussion of the educational and administrative tasks of the instructional media program director. It includes guidelines, principles, case studies, and examples of advanced media use, with emphasis on audiovisual media, the area in which innovation has occurred most. Strong leadership, technological competence, and good public relations image are cited as prerequisite qualities for a successful media specialist. The media director should serve as an agent of change in the existing school structure--initiating in-service retraining of teachers and, through his preparation of media, trying to integrate divergent teaching policies. Descriptions of jobs, duties, and standard operating procedures for media use for those working in school media programs are given in detail, along with discussions of the physical environment suitable for media use, city-wide media centers, instructional television, integration of A-V media with print medium services, and other subjects. (BB)