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STATUS OF TV CODE
. . . Guideposts and Standards Set
By DONALD H. McGANNON President, Westinghouse Broadcasting Co.
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THE Television Code is about to enter the third stage in its development. The first stage represented its creation, adoption and development from 1951 through approximately 1958.
The second phase consisted of a period of adjustment to new dimensions of need and to an expanded base of implementation, effectiveness, and membership.
As we undertake this new year, the third phase might be called the "perfecting period." We currently have 372 stations, three television networks and 24 television producers as subscribers to the Code. From the station viewpoint, this represents over 70 per cent of that segment of the industry, 100 percent of the networks and in the case of the Hollywood alliance, it involves virtually every important producer of TV films.
At this time the following represent some of the goals yet to be achieved:
1. A higher level of informational service to the governmental and congressional people. This will engender a higher regard for the current effectiveness and overall ability of the Code to do a genuine selfregulatory job.
2. Stimulation of the broadcasters who subscribe to the Code to promote it and identify themselves with it. This has been an area of shortcoming in the past; only through adequate promotion and obvious pride will the public respond and give the Code the degree of public confidence, dependence and respect which is essential to its future.
3. The expansion of the number of members on the Television Code Review Board, further investment in expanded staff, and geographical locations of the Code offices, and a broadened financial base on which to project plans and activities beyond the current year.
4. A continuing, vigorous and alert approach to the task at hand by the Code Review Board and staff, and a further improvement of working liaison with the Association of National Advertisers, the 4A's, the American Federation of Advertisers, the FCC, and the FTC.
It is my belief and conviction that the future of the Code now depends on all of these steps being simultaneously perfected and accomplished.
In evaluating the importance of the task at hand, the broadcasters must realize that there are no alternatives to self-regulation except that of onerous and destructive governmental regulation. It is obvious that governmental officials charged with the responsibility of administering the media of radio and television are not going to permit the industry to operate in an atmosphere devoid of tangible guideposts and standards. Most know how difficult such standards are to write, interpret, and implement in a creative industry where subjective reaction is the only valid process of evaluation. We can be certain, therefore, that the industry is infinitely more able to compose and properly enforce such regulations than a governmental bureau, agency or individual.
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