Broadcasting Telecasting (Oct-Dec 1963)

THE MEDIA NAB'S UNINVITED GUEST Government intervention, actual and threatened, primary topic at Nashville fall conference The National Association of Broadcasters' fifth conference of the annual fall series drew 195 broadcasters to Nashville last Thursday and Friday and, as was the case in the preceding four, actual and threatened government intervention was an uninvited guest. Broadcasters themselves were the stars of the program in various panel discussions, with NAB President LeRoy Collins joining them in hitting the threat of FCC intrusion into the daily affairs of broadcasting. Governor Collins used some of his strongest language to date in attacking the FCC's commercial time rulemaking and recommendations made by Commission Chairman E. William Henry (Broadcasting, Oct. 28) in the report on the Omaha local TV hearings. He also said it is "logical" that cigarette advertising will play a major role at the next NAB board meeting in January. The NAB president told a news conference that if the FCC sets a limit on the number of commercials a station may air the next step will be control of how a station disburses its revenues to meet the program needs of the public. "It is significant that quality of broadcasting and freedom go together," he said. Highlights of the formal agenda were Friday morning sessions on controversial and public service TV programing. TV delegates rejected unanimously a recommendation of some commissioners that stations sponsor formal program advisory councils made up of local civic leaders. Bill Carlisle, NAB vice president who was presiding, asked for a show of hands. Not a single delegate voted in favor of such a council. All, however, recommended close but informal liaison with opinion leaders of their communities. The consensus was that such a council would be dangerous because it could dictate program policy. Charles Cash, promotion director of wsb-tv Atlanta, said that the four keys for outstanding public service are ( 1 ) an active and competent program director; (2) a news director with awareness of community needs; (3) a public affairs director free from close management control, and (4) community involvement by station directors. Salable Item ■ TV delegates voted, by a 3-2 majority, that all public service programs are salable. The consensus was that a station should not hesitate to attempt to sell programs of a controversial nature. A majority felt that public affairs programs should be slotted in other than prime time because competition for audiences will be less. Both radio and TV delegates were brought up to date on negotiations by all-industry music licensing committees with ASCAP. Robert T. Mason, wmrn Marion, Ohio, and chairman of the radio committee, noted that negotiations had begun with ASCAP for new licenses to replace those expiring Dec. 31 (Broadcasting, Nov. 11). He refused to disclose details except that the committee is seeking a reduction in ASCAP fees. Nathan Lord, wave-tv Louisville and a member of the TV committee, noted the committee has won a U. S. Supreme Court decision and the industry's fight with ASCAP now is back before Judge Sylvester Ryan in New York. Both he and Mr. Mason ap pealed for broader industry support of their respective committees. Mr. Lord said that ASCAP is "well heeled," having collected $22 million from TV stations in 1962. During a radio session on music matters, George Cooper of Dot Records said that his industry and radio must build a relationship based on mutual trust and respect "instead of wining and dining and many other methods employed by some promotion people and accepted by some radio people." There is a great need for honesty between the two industries," he stressed. "Both the promotion men and program directors are guilty of not being completely honest with one another," Mr. Cooper said. Edward Codel of the Katz Agency gave Katz's new slide presentation on spot radio during a panel on "new techniques in buying and selling radio time." Moderated by John Box, NAB board member from wil St. Louis, other panelists included Harry Renfro, DArcy Advertising Co., St. Louis; Eddie Allgood, wbtm Danville, Va., and Jack Timmons, kwkh Shreveport, La. NAB Board Committed ■ At his news conference. Governor Collins said the NAB board (which meets Jan. 27-31) is "committed" to take some action on cigarette advertising if the surgeon general's report on smoking and health is adverse. The report is due by the end of next month and spokesmen for the committee making the study say that target date will probably be met. Gov. Collins pointed out that the board last January deferred action pending release of the report. The NAB president would not forecast what action the board will take. But if the report is negative the NAB "should be deeply concerned." He continued that he hoped that cigarette advertisers and their agencies would take voluntary steps but, if not, "broadcasters will have a clear duty to move on their own." Responsibility to the public must be placed above profits by the industry, he said. Governor Collins added that he "is not one of those who say" a member of the FCC should be a broadcaster. The first essential is the characteristics of the man himself, he said, but experience in broadcasting would be helpful. The commercial broadcaster. Governor Collins commented, does not fear or oppose a nationwide educational TV network supported by federal funds. "I certainly wouldn't," he added. He predicted that TV will play a more vital role than ever before during the 1964 elections. He said that new techniques and production know-how Methodology study joint committee named A 10-member steering committee — five from the RAB and five from the NAB — has been named to oversee the Radio Advertising Bureau study of radio audience methodology in which the National Association of Broadcasters is participating. From RAB: Robert Hurleigh, president MBS; William D. Shaw, vice president and general manager ksfo San Francisco; Louis Read, executive vice president and general manager wdsu-am-fm New Orleans; Miles David, RAB administrative vice president, and Dr. Alfred N. Watson, RAB advanced research director. From NAB; Ben Strouse, president wwdc-am-fm Washington; Ben B. Sanders, kicd Spencer, Iowa; Hugh M. Beville Jr., NBC vice president; Vincent T. Wasilewski, NAB executive vice president, and Melvin Goldberg, NAB vice president for research. Mr. Wasilewski said no meetings have been scheduled, but will be held "very soon." C3 BROADCASTING, November 18, 1963