Broadcasting Telecasting (Oct-Dec 1961)

Tv network heads lunch with JFK at White House MICHIGAN'S UPPER PENINSULA IS EASILY AVAILABLE NOW The New $100,000,000 BIG-MAC Bridge carries thousands to the U. P. daily! Paul Banyan Television WPBN-TV WT0M-TV Traverse City Cheboygan One Rate Card Covers 25 Northern Michigan Counties INCLUDING a big chunk of -the U. P. and parts of Canada Offering the Only Principal City Grade and Grade A coverage to Traverse City, Cheboygan, and much of Resort-Rich Northern Michigan Reach the MOST homes with P B N * 7000 MORE Homes Reached Than Sta. B (M-F, Noon-6 PMi 1900 MORE Homes Reached Than Sta. B. (M-F, 6 PM-Mid.) 2800 MORE Homes Reached Than Sta. B. .'.Sat. 6 PM-Mid.) 1900 MORE Homes Reached Than Sta. B (Sun. 6 PM-Mid.) 'ARB (March, 1960) Network Representative Elisabeth Beckjorden Three major network heads lunched at the White House Oct. 5 with President Kennedy and Edward R. Murrow, director of the U. S. Information Agency. They discussed a plan Mr. Murrow has proposed to make more effective use of media material in the USIA program. Attending the luncheon were William S. Paley, chairman of the board, CBS; Robert W. Sarnoff, chairman of the board, NBC; Leonard Goldenson, chairman of the board, ABC, and LeRoy Collins, president of NAB. Discussions with other media at the White House level have been proposed by Mr. Murrow, a former CBS newsman. Use of network documentary films by the USIA was discussed. The information agency is understood to desire the material along with the large quantity of un-used film edited you carry this type of program?" the network said. NBC Points ■ NBC, in point-by-point comments, emphasized a belief that the FCC's need for the information should outweigh the burden imposed upon the broadcaster collecting it. The network asked the FCC not to require a selected week in addition to the now-required composite week. It said NBC now sends an analysis of program types for each network program on days of the composite week to each of its affiliates. In the case of a selected week, NBC said, the network would have to be prepared to make such an analysis of each day of the year because affiliates would select different days. NBC said the proposed logging requirements would tax the ability of most station logkeepers. "Interpretive skills and factual knowledge necessary to make decisions interpreting intricate and involved definitions" would be required of logkeepers who would have to classify programs, deciding which issues should be considered "controversial" while monitoring each program. The network suggested changes (similar to others submitted) in classifications of programming categories, logging procedure and treatment of commercials on the forms. NBC said it supports the FCC's basic approach in the proposed forms insofar as it places the emphasis and responsibility on the licensee to exercise his own best judgment. Networks Maligned ■ MBS took issue with FCC phraseology, which it out of these programs, feeling much of this edited material is of high quality. Network officials promised to review the Murrow proposals. They pointed out the possibility of USIA competition with foreign film business of the networks. USIA is believed to plan major use of the program material in remote spots. President Kennedy is represented as being opposed to imposition of economic hardship on the private broadcasting industry through USIA programming. The three network officials issued this joint statement after the luncheon: "We met with the President and Mr. Murrow. Suggestions were made as to how the networks could cooperate with USIA. These suggestions will be given consideration." said indicates a lack of recognition of the affirmative contribution that network radio programming makes. MBS deplored the emphasis on local programming. The network said it supplies news, farm, educational and cultural programs that a local station could not afford to produce. In addition, MBS termed the provision in the program forms for previewing network fare "unrealistic," and asked that stations not be held accountable for the content of network commercials. The Washington law firm of Daly & Ehrig delivered a protest against the censorship aspects of the FCC proposal: "The establishment of 'guides' for programming is worse than burning the books." It charged coercion by FCC staff members who "anxious to please their superiors" or "overbalanced with their own individual tastes" write a licensee asking him to prove a certain program is in the public interest. Even if the licensee's judgment is that the program is worthy, he may fear a renewal hearing that might cost thousands of dollars and will comply with the letter-writer's wishes. Communication attorneys Robert M. Booth Ir. and John L. Tierney expressed satisfaction with the existing forms. They said, "Experience has shown that less than 5% of all renewal applications raise any serious question concerning program service," and suggested that the FCC ask detailed questions such as those on the proposed forms only to those applicants whose programming raises doubt, removing the burden from the other 95%. Pierson, Ball & Dowd, on behalf of several clients, said that tests of the 58 (GOVERNMENT) BROADCASTING, October 9, 1961