ABSTRACT
A crucial activity for any producer is the regular evaluation of what he or she is doing. Programmes have to be justified. Other people may want the resources or the airtime. Station owners, advertisers, sponsors and accountants will want to know what programmes cost and whether they are worth it. Above all, conscientious producers striving for better and more effective communication will want to know how to improve their work and achieve greater results. Broadcasters talk a great deal about quality and excellence, and rightly so, but these are more than abstract concepts, they are founded on the down-to-earth practicalities of continuous evaluation.
