Rosetta Rolan has been named to the newly created position of director of diversity at LIN TV. Rolan will ensure a variety of cultures, ethnicities and lifestyles are supported in a way that produces better journalism to diverse communities. Previously, Rolan has worked for WTVR-TV, the CBS affiliate, and held the position of director of community affairs for LIN TV’s WAVY-TV (NBC) and WVBT-TV (FOX). Rolan has a B.S. in mass communications from Virginia Commonwealth University.
PBN: Why was this new position created at LIN TV?
ROLAN: LIN recognized a need to have one person dedicated to the oversight of the Minority Scholarship & Training Program and to continue the company’s efforts in the diverse communities our television stations serve.
PBN: What is LIN TV’s Minority Scholarship Program, and in what other ways will you help to ensure corporate diversity at LIN TV?
ROLAN: LIN’s Minority Scholarship Program identifies talented minority students with a desire to get into the broadcast industry for training and eventual employment. We select one sophomore student each year to participate in the 4-year program. The summer after his or her sophomore year and the summer after his or her junior year, the student will intern at one of our stations. After graduation, the student fills one of the open positions at one of our stations. LIN pays for tuition, books, room and board for the student’s junior and senior years up to $20,000 per year.
PBN: What needs will the position begin to address?
ROLAN: My immediate focus is the scholarship program – establishing relationships with colleges and universities across the country and with various industry organizations to increase awareness of the program and the applicant pool. Later down the line we will identify opportunities to strengthen current diversity initiatives throughout LIN Television.
PBN: How will your background inform your work as you go forward? What are you looking forward to?
ROLAN: I have been a champion of the scholarship program for several years on the local level and at the annual NAB/UNITY conferences and I believe my experiences as a minority in this business will bring a new perspective to the program. The thing I look forward to the most in this new role is my own increased knowledge of the broadcast business in general as the newest member of the corporate team, the chance to mentor the students in the program, and the opportunity to bring more diverse voices into the process. •
