Yearbook of radio and television (1964)

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Civil Rights Brealctlirough Ups Interest in Negro Newscasts HISTORY-ln-the-making and broadcasting became closer associates last year. Civil rights, and the tragedy of November 22, took the medium far beyond the realm of an entertainmentf educational ©r informative field. To the realization of the world, the industry became an indispensable part of modern communications. In some instances, this awakening was even more apparent to Negrooriented stations like our own WLIS in New York; for the stepped-up tempo of the civil rights movement brought the general broadcaster into an area he had never really explored before. The Negro-programmed station which had been servicing the Negro community suddenly had a formidable competitor in its own backyard. The breakthrough undoubtedly began with the coverage of James Meredith's enrollment at the University of Mississippi. Suddenly, the Negro story was news of primary interest and concern to all Americans. Until this time, general broadcasters had handled Negro issues largely in a cursory manner. Usually the only presentation on Negro matters was in the form of "highlights.^' To get a more detailed view on the events of the day related to himself, the Negro had to turn to Negrooriented stations. It was here that the news was more than just ripped off the wire and read. The Negro-programmed station was the Negro's only source of "complete Negro news coverage." Civil rights legislation, the March on Washington, and Birmingham changed all this. Coverage of these stories by general broadcasters was complete and thorough, surely a magnificent job. Man-on-the-street interviews were more than fair, and By HARRY NOVIK General Manager WLIB, New York ) the wrap-yp stories were handled with sensitivity and respect. As a result of this coverage, there is no doubt in our mind that large numbers of the Negro populace now listen to and watch this type of general broadcast programming. But for the thoughts and attitudes on Negro issues which the general broadcaster does not provide on a continuous basis, we find that the Negro community is now turning in even greater numbers than before to stations which program specifically to these needs, creating an even greater empathy between the Negro and the responsible Negro radio station than before. This coverage also has resulted in the Negro's becoming a more knowledgeable and critical man. Negro leaders, too, have grown in stature and readily understand and seek broadcast time for the attainment of their goals. We have requests for "special time" more than ever before, and the Negro community is "tuning in" in greater numbers to hear the thinking of its leaders. Today and in the years ahead, this is the responsibility of the Negroprogrammed stations to their listeners: To provide their larger audiences with daily intelligent in-depth news coverage of Negro issues which the general broadcaster offers mainly during times of crisis. In addition, this daily news coverage should be supplemented with the interpretation and analysis which the Negro community can get nowhere else. To this end, stations like our own and other responsible facilities are increasing their staffs to meet the need. 47Q