a recent Harvard University course to reform the way the company's ZBM and ZFB radio and television stations are managed.

His first objective is to motivate the 50-strong workforce -- the first step on the way to "company renewal'', a concept he studied during the international senior management programme that he completed in July.

"We had to analyse the lifecycle of a product and a business. Bermuda Broadcasting Company has been on the downside of an S curve for several years.

I understand now that management should intervene when profits level off and attempt to lift staff morale and so stimulate corporate renewal. BBC needs its staff to be cooperative, committed and competent,'' said Mr. Richardson.

He added: "I now have the methodology for bringing the company renewal which is needed at this com pany.

"The staff are not as motivated or excited as they should be. They want to feel they are empowered to make decisions. The top-down management we have now kills creativity.

"I don't think the Bermuda workforce is as motivated as it could be or as it used to be,'' he concluded.

The decision to send Mr. Richardson to the premier Ivy League college was made by the board, with backing from chairman of BBC's board Mr. Fernance Perry.

He was granted a ten week sabbatical in which to attend the strenuous course alongside 78 managers from destinations as diverse as Japan and East Germany.

The Harvard tuition method entails analysing case studies on assorted industries. Each participant had to present findings about the case study and enter into discussions about proposals put forward. Mr. Richardson was chosen as a discussion leader because of his presenting experience. Subjects studied included competition strategy, marketing, financial strategy and leadership.

"There was so much discussion about cut-throat business that after three to four weeks, I found the emotional side of my personality -- the human side that is normally displayed -- was put to one side,'' said Mr. Richardson.

"But, it has made me aware how to compete. Before, I made judgements based on instinct, but now I understand the scientific process required to make those decisions. I can use a variety of formulas to assess how well the company is doing and how well the competition is doing and then zero in on the market share,'' said Mr. Richardson.

Mr. Richardson began his career at BBC 20 year ago as a sports and morning news radio presenter. In the early Seventies, he worked for a New Jersey radio company WCTC. He became BBC news director when he returned and in 1991, he became deputy general manager.

NEW STRATEGIES -- Mr. Ric Richardson, deputy general manager at the Bermuda Broadcasting Company, has recently completed a senior management course at Harvard University Business School. He plans to implement newly learnt strategies to boost BBC's performance.