Broadcasting Telecasting (Oct-Dec 1959)

CORRELATION AMONG SURVEYS Three autumn samplings of public opinion and one check into broadcast industry reaction have brought out a general finding — the public's overall opinion of television is still favorable although people do not condone unsavory practices. Specific actions by Charles Van Doren, most publicized of the bigmoney quiz winners, and by program producers are condemned in most of the recent research (see new findings of Elmo Roper & Assoc. at FCC hearing, beginning on page 1 9). Two surveys conducted for Broadcasting magazine just before and after the Van Doren confession showed a scar in the public's image of tv immediately after the rigging of his show was disclosed. The surveys were conducted by Sindlinger & Co., Ridley Park, Pa., nationwide research firm (Broadcasting, Nov. 2 and 9). The first survey showed that while most people knew about the tv quiz investigation, only 18.9% had changed their attitude or opinion of the industry. After the Van Doren confession, 50.9% had changed their views. The nature of the changes was not explored in the survey. Before the confession 57.4% said they found quizzes educational and entertaining, and wanted them restored, but only 39.9% felt that way afterward. Before the confession only 14.7% who knew about him thought he should be fired from his you heard or noticed anything about an investigation of the way certain television quiz shows are being run?" The findings: 87% had heard of it 10% hadn't 3% weren't sure Mostly for the benefit of those who hadn't heard, this question was asked: "Well, it appears that on certain of the big money quiz shows the contestants knew in advance the questions they would be asked and in some cases were even given the answers to these questions. What is your opinion of this whole situation?" The respondent was handed a card with four general attitudes described. The results: These shocking disclosures show just how bad television is 4% These practices are very wrong and should be stopped immediately, but you can't condemn all of television because of them 64% No one can really be in favor of this kind of thing but there's nothing very wrong about it either 17% What happened is a normal part of show business and is perfectly all right 8% Don't know i°/a 22 (LEAD STORY) Columbia U. job; afterward 45.7% figured he should be fired. The second Sindlinger survey showed a feeling that producers were most to blame, 53.8% feeling this way. Mr. Van Doren and sponsors were held culpable by about 18%. Only 12% held the networks most responsible. Another survey conducted by Dr. George Gallup for CBS showed that 92% of people have heard or read about the quiz-rigging charges (Broadcasting, Dec. 7). The dropping of big-prize tv shows was generally approved by 38%; 17% favored dropping some quizzes but keeping the honest ones; 20% generally disapproved quizzes. Other findings: 48% want canned laughter discontinued, 23% don't; 46% figure canned laughter or applause should be announced beforehand, 32% don't; 66% favor stricter regulation of tv programs, 15% are opposed. Of those favoring stricter regulation, 13% said government, 42% favored networks themselves, 7% favored both. A Broadcasting survey of stations in top markets, networks, and station representatives showed negligible evidence of public revulsion as a result of quiz activity. Very slight evidence was detected that the size of audience had dwindled or that sponsors and agencies were concerned about the value of radiotv (Broadcasting, Dec. 14). Extent of Deception • "Do you think deceptive practices such as these are pretty much confined to quiz shows or are they true of some other types of television show as well or do you feel they are true of all kinds of television programs?" the interviewers asked. The results: Confined to quiz shows 36% Some others 34% True of all kinds 11% Don't know 19% What's the industry doing about the abuses disclosed? The interviewers asked, "Now that this is all out in public, do you feel that the television industry is trying to do a thorough cleanup job wherever it is needed or that they are just correcting the most publicized abuses or that they aren't really doing much of anything?" The results: Thorough job 39% Correcting publicized abuses ....... 37% Not much of anything 9% Don't know ' ' ' ' i5<yo Payola has been in the news, too, Mr. Roper told the FCC. To see what sort of moral judgment the public passed on payola and other matters in the news, the interviewers asked questions on seven situations. "Here are some things about television that have received a certain amount of comment lately," the interviewers asked. "For each one, would you tell me whether you think it is very bad, or somewhat questionable, or perfectly all right, or haven't you heard about it." Here are the results: > .21% cr 24% .17. 21. < .6% . .24. . .38. . 30 Q .37%. .12% 10 .50. .14. . .61. .23. . .14. .32. .23. .19. .5. .12 .14 20 .10 Payola Canned laughter 15 7 Free plugs 8 Tv ratings 10 Advance rehearsals of interview shows where a famous person is interviewed Advance rehearsals of quiz shows . A performer appearing to sing when a record actually provides the sound 28. . . .20. . .39 4 9 Mr. Roper added, "If public opinion in this instance runs true to form, I have no doubt that, barring other disclosures of other kinds of misconduct, the number of people critical of television will be reduced six months or a year from now. These questions were asked during the Dec. 5-12 period which, of course, was only a short time after the most dramatic disclosure of all in connection with the rigged quiz shows. "Perhaps the public is more aware than they have been given credit for of the fact that all of the headlines they have been reading about dishonesty in television have been in newspapers, and they recognize newspapers as being locked in a violent competitive struggle with television for the advertising dollar. Perhaps they are simply following the old American adage of 'Don't believe everything you hear about a man from that man's enemies or competitors,' and finally, perhaps here is but one more example of the good sense with which we find the American public to be possessed on most occasions." For reports of other testimony at FCC hearing last week see page 36 BROADCASTING, December 21, 1959