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Robert W. Sarnoff
Night, the national Nielsens gave us 54$ of the three-network audience. New research shows that in a typical week NBC reaches more television homes with news and informational programs than either of the other networks . And the average home spends more than an hour and a quarter a week watching these NBC programs - more than the time spent viewing the comparable programs of the other two networks combined.
By another yardstick, NBC News reaches more homes than the combined circulation of Life, Look, Time, Newsweek and U. S. News and World Report, plus the total circulation of all major dailies in New York, Chicago and Los Angeles.
Impressive as this is, it is only one measure of one facet of the tremendous reach and impact of television. Ironically, when we contemplate the problems confronting us as a medium and an industry, it is striking how many of them spring from the sheer power and pervasiveness of television. More particularly, it is striking how often the very influence and impact of the medium are presented as reasons to restrict, control and shape it to special ends. How¬ ever, freedom rather than restriction promises a free society its greatest benefits from its most powerful medium of expression.
No single event illustrated this more forcefully than "The Great Debate" of i960. Lifting the outmoded "equal-time" restriction, rooted in distrust of the power of broadcasting, gave a new spark of vitality to the American electoral process. For the future, a permanent end to this restriction of Section 315 is an important piece of unfinished business. All that really remains to be thrashed out is a solution that will ensure proper safeguards for fairness - and hopefully these will not be so narrowly confining and complex that they would prove as self-defeating as Section 315 itself.
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