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"CULTURAL EXCHANGE"-HOME-STYLE . . . Could Hypo Public Service Programs
By DONALD H. McGANNON
President, Westinghouse Broadcasting Company, Inc.
IN the past year, we have heard much about cultural exchange between the United States and the Soviet Union, and our broadcast entertainment has been enriched by the interchange of performing talent between East and West.
Perhaps this international exchange, undertaken for reasons of diplomacy, may serve a purpose beyond its original intention by suggesting another kind of cultural exchange —among broadcasters in the U. S. A.
In two industry-wide conferences on local public service programming, held under our company's auspices, we have been impressed by the great quantity and variety of excellent imaginative public service programming being done by radio and television stations across the country. At the same time, we have been concerned by the thought that many of these fine programs were seen and heard only within the coverage areas of the stations that originated them, though their messages had universal value and their method of presentation had general appeal.
Whv don't broadcasters set up an inter-station exchange of good public service programmina? The thought seems especially valid when you consider that many stations would like to schedule more informational and inspirational programming, but are limited bv the amount that can be developed by their own production facilities. Given the opportunity to broadcast other stations' service efforts in return for permitting added exposure of their own programs, we think most stations would participate
gladly.
The mechanical means for interchange are available, and at moderate cost. Radio stations all have equipment for handling audio tape. Television programs can be exchanged on tape or on film.
The Westinghouse Broadcasting Company has practiced this idea to some extent, making its public service programming available without cost to educational and non-commercial stations. We'd like to explore the possibility of mutual exchanges with other radio and television stations.
Such a project would have farreaching values, in increasing our audiences' familiarity with other communities, their problems and their points of pride. The east could learn more of the historical and cultural heritage of the west; the north might achieve a richer appreciation for the folklore of the south; people in urban areas would learn more about life in smaller communities, and vice versa.
Moreover, we as broadcasters would learn much from such an exchange. If, on a regular basis, we saw and heard what other stations in other cities were doing, we would find ideas and techniaues we could adapt to our own uses, and perhans in adaotina improve on them. We would find new subjects for exploration, new yardsticks to emnlv to our own efforts. At the same time, there is a good chance we would provide similar help to other*.
Perhaps cultural exchange, like charity, can make a good beginning at home.
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