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Washington
Conduct Code Being Fitted For a New Set of Teeth
Suggest New Set of Brooms To Insure Industry Self-Regulat
ion
Broadcasters Take Steps
For "Operation Cooperation"
Stung by allegations brought out in recent investigations, and l)y the harshness of some of their critics, broadcasters are taking steps to insure that their house continues self-regulated. The radio board of the Na-, tional Association of Broadcasters has approved amendments to the Standards of Good Practice for radio broadcasters to "guard against socalled 'payola' and other deceptive practices."
The Standards of Good Practice committee has also proposed that the standards be strengthened by adding industry enforcement powers to assure compliance by radio stations which subscribe to the radio code. It is also suggested that formal subscription to the standards— which have operated since 1937 on an honor system basis — be opened to all radio stations. As it is currently constituted, only NAB radio member stations may formally subscribe to the standards. These two provisions will be taken up at the next meeting of the radio board.
That there is not only a desire for stricter adherence to the code, but for more stations to make it a part of their operations, is indicated by the fact that there was a 42 percent increase in subscribers in the month of December. There are now 873 subscribers — an all-time high figure — representing 56 percent of NAB radio members.
The approved ammendments touch upon the following areas:
Payola — "The broadcaster shall be constantly alert to prevent activities that may lead to such practices as the choice and identification of prizes, the selection of music and other creative program elements . . . inclusion of any identification of commercial prodiicts or services . . . within a program dictated by factors other than the requirements of the program ..."
Deceptive practices — "The intimacy and confidence placed in radio demand of the broadcaster, the networks and other program sources that they be vigilant in protecting the audience from deceptive program practices. . . . No program shall be presented in a manner which through artifice or simulation would mislead the audience as to any material fact."
News interview programs — "Where there is advance agreement materially restricting an important or newsworthy area of questioning, the interviewer will state on the program that such limitation has been agreed upon."
Explaining why it is attempting to "beef-up" the standards, the committee says it is aimed at "a relatively few members of the radio broadcasting industry whose questionable activities have tended to place all radio broadcasters in an unfavorable light."
Another move designed to bring the industry face-to-face with current woes is being made by Harold E. Fellows, NAB president. He has set up a 12-man task force of top broadcasting executives and staff experts to "deal with ethical and legal issues facing radio and television."
Mr. Fellows says this special committee "will cooperate wholeheartedly with investigations" by the Federal Communications Commission
(Cont'd on p. 14)
U. S. RADIO • January 1960
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