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tv anrl attentiveness to the ])rogram which Station X is carrying.
• This forces advertisers to pay rapt attention to community service shows and to sponsor them.
• The influx of advertising monies enables a station staff to work more broadly and more flexibly in terms of coverage and production.
But, most public service experts warned, originality and creativity start with ideas rather than witli
mone) . And ideas originate with an individual, not with a group. Such mechanical assists as cameras, props, costumes, guest fees and field trips merely serve to supplement and implement a basic idea. If the idea isn't there, they contend, no amount of showmanship will promote and foster the public service concept.
Here is a summary of ideas suggested by speakers and panelists — all professionals in their job classifica
tions, from news and program dirertor to station managers and network executives — as ways in which individual creativity can be fostered.
• Get everyone on the staff entlmsiastic about his own personal interests anfl build public service projects from these interests. Then you have the best idea: that which is motivated and fostered by personal interest.
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SHOWMANSHIP SPARKLED at WBC sessions, with tv projection of panel and audience at auditorium front. Sonne 80 speakers from both commercial, non-commercial jobs told of need for better audience com nunication, more public service shows, improved community identification
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