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► ► Program structure must meet changing needs and demands of the public, regardless of who builds programs, if radio is to continue to groiv in stature, perform maximum public service, says the vice president and general manager of the Mutual Broadcasting System. A J
btand In Good Conscience;
by ROBERT D. SWEZEY, general manager and oice president, Mutual Broadcasting Sgsten)
RADIO broadcasting has now reached its twenty-fifth anniversary. It has achieved in that quarter century a certain technical and operational maturity but it seems to me that it still lacks a complete consciousness of its responsibilities as a business affected with the public interest. There is still too much inclination to follow the old tried and true patterns and to avoid unpleasantness at any cost. It faces the peril of becoming so complacent and stodgy that it will not be able to meet the changing needs and demands of the public.
It is very easy, I know, to criticize program structures. It is extremely difficult, I also know% to improve them. However, it is alarming to me that with all the brains and ability we have in this industry there is such a paucity of fresh program ideas and new talent.
Can it possibly be true that we can count on the fingers of one hand those people out of our 130 odd million Americans who are capable of being top radio comedians? Can it be true that there are only a dozen or so possible successful program formats? Does it honestly seem to you that the far renowned American initiative, imagination and ingenuity are being amply displayed in our radio broadcast service? I can't see it.
It is often said in government circles
and others that the advertising agency and other program-building groups have taken over too much control of radio programming so that the radio stations are not taking any active part in determining their program structures but sit back passive as Buddhas accepting fat checks and letting the agents of soap and cereal manufacturers romp at will on the ether. Those allegations do not alarm me.
PUBLIC BE SATISFIED!
It seems to me that in radio just as everywhere else real ability will come oiu. If the advertising agencies are able and willing to build the best programs they will do it. If the networks and stations are capable of doing a better job, by a process of natural selection the job will be theirs to do. So far as the observance of the public interest, convenience and necessity is concerned, it makes no difference who builds the progi'ams so long as they are good programs.
However, since the advertising agencies and other program-building groups have admittedly taken over the responsibility of producing a large share of our present-day broadcast schedules, they
JANUARY, 1946
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