A consultant is carrying out a major survey of the training needs of the growing number of local and regional radio stations.
Mike Owen Media has been commissioned by the Learning and Skills Council to survey the radio industry in general and training needs in particular.
According to Mr Owen, a former executive at BRMB in Birmingham, the survey came about because no one seemed to be matching training provision to the needs of radio.
"We first have to establish who is working in the industry in the West Midlands, how many people it employs and then the value it offers to the West Midlands economy," he said.
But the object is to establish the market for professional training in radio skills as well as the markets for short courses both locally and nationally, and for West Midlands-based courses in particular.
Mr Owen said:"The project will produce a realistic assessment of the size of this market and an evaluation of the investment required to maximise this opportunity.
"It will also quantify the market for media training for executives both locally and nationally, with specific reference to a live radio environment, and also an evaluation of the needs for community radio training."
The survey is confined to the West Midlands, and could eventually be widened to a national survey.
The radio industry in the West Midlands has grown on the past few years from a handful of commercial and BBC stations to more than a dozen frontline commercial stations and a host of community and hospital outlets.
The latest, awarded its licence last week, is AceFM, aimed at the Kidderminster area. The challenge is to ensure that staff, and in particular journalists and presenters, are properly trained to do their jobs.
Some inexperienced journalists and presenters have brought trouble to their stations by, for example, reporting and discussing court cases and issues which are sub judice.
To accomplish these aims, Mike Owen Media is consulting industry figures about training needs and investigating the feasibility of establishing a consultative "Industry Panel" to advise on skills and priorities.
Mr Owen said: "This period will involve a significant amount of research to establish the what radio industry training is taking place.
"We will establish the size of the potential market, such as the number of companies, employees, and freelancers in Birmingham and the West Midlands; and the possibility of providing development to enable industry professionals to formalise their training skills."