A new professional discipline in the area of library media is emerging. This discipline does not merely represent a merger of the fields of librarianship and educational media; it is, rather, a new profession which is concerned with the design, development and analysis of instructional systems through the effective use of the most appropriate print and non-print materials and their accompanying technologies. As such it develops itw own body of knowledge, theories and generalizing hypotheses and requires its own special training programs for preparing its future professional practitioners. To be effective, these training programs must produce individuals who are able to: 1) design and produce instructional media resources; 2) function as resource persons in a multimedia approach to learning; 3) manage a media center; 4) promote a systematic attack on learning problems by coordinating human, fiscal, material and technological resources; 5) increase the efficacy of educational hardware usage; 6) analyze learners' needs and supply them with appropriate resources; and 7) understand the relevance of learning theories and learning research to media. (PB)