The Independent Film Journal (1954)

Payment of this contribution, which is recom¬ mended by the representatives of all participating exhibitor associations, is a must for every theatre owner and the sooner the funds are received and put to use by the committee, the better for all concerned. Time is of the essence. The funds are needed now and there is no excuse for delaying participation once you are approached through a general mailing or other means provided by the committee. It is within the realm of possibility that a hasty decision on toll TV may be made by the FCC even though reliable reports from within the Commission indicate that there will be no snap judgments. It is to be hoped that the FCC will first examine the broad questions which must be decided before there can he any proper ruling on the specific application for the japproval of a toll TV system and the allocation of channels. The FCC has yet to make a determination whether or not it has the power to authorize toll TV. For other (good and valid reasons, the FCC may deem the problem a proper subject for legislation. In that event, the entire question of toll TV may be dumped in the lap of Congress. There are any number of other possi¬ bilities. If the Commission did choose to go ahead on its own, it might have to consider many other complex legal and engineering problems. The traditional free¬ dom of the airwaves and what constitutes public interest in this matter would be a subject for major consideration. The FCC should likewise have to con¬ sider whether pay-as-you-see video falls within the broadcasting category or is subject to a common carrier ([allocation. Consideration would have to be given to (the granting of what virtually amounts to a govern¬ ment-sponsored monopoly and dozens of other prob¬ lems including the effect of subscription television on the country’s economy and retail business generally. The proponents of toll TV have been conducting : _ _ _ _ a campaign which is presently at its peak and strives to create the impression that the public is demanding this medium and that its sanction by the Commission will serve the public interest. Action by the Joint Committee, in its own words, is “long overdue.” It must be ready for all eventualities. The fallacies and the arguments of the toll TV sponsors must be exposed and it must be clearly demonstrated to the public, the FCC and Congress that pay-as-yousee TV would be detrimental to free home TV, and that the public will not he willing to pay for programs which they are now receiving free. It must be shown that toll TV is not in the public interest. In this regard, participation by theatre owners in the campaign will not be ended with their contributions to develop the overall campaign. There may well be a necessity for a grass roots effort in much the same manner as in the Federal tax campaign. If ever exhibi¬ tion had to stand united on an issue, this is it. One thing must be made clear. Exhibitors do not object to toll TV. They do object to unfair competition from toll TV if the medium is granted the free use of the air waves. Theatre television must operate via coaxial cable and is denied the use of the air waves. If the sponsors of subscription television use coaxial cables to bring their programs into homes (for which FCC approval would not be necessary), there would be no justification for exhibitors to complain about a preferred economic position for toll TV. To prepare all the necessary facts and figures for the information of theatre owners, the public, the press, the FCC and Congress, the Joint Committee has need of the services of constructive public relations counsel, expert legal counsel and sound engineering advice. All these services will cost money. Send in your contribution right away. Send it to Philip Harling, treasurer of the Joint Committee on Toll TV, 1585 Broadway, New York 36. N. Y. There’s a job to be done. "HE INDEPENDENT FILM JOURNAL. Published every other week on Saturday by ITOA Independent, Inc. Editorial Ofiices: 1515 Broadway, New York 36, N. Y. 'Telephone Circle 6-6460. Editor, Morton Sunshine; Business Manager, Herman Schleier; Associate Editor, Aaron Sloan; Circulation Manager, Charlotte Gross. Coast luxeau: Richard Bernstein, 42251/2 Lockwood Ave., Hollywood 29, Calif., Normandie 2-6494. Chicago Bureau: R. L. Farnsworth, 307 N. Michigan Ave., Financial 6-2786. Vashington, D. C. Bureau: A1 Goldsmith, 1365 National Press Bldg., MEtropolitan 8-0001.