Radio age research, manufacturing, communications, broadcasting, television (1941)

"We have seen TV alchemy at work in recent weeks. A young college instructor (Charles Van Doren) answers quiz questions and overnight becomes a national hero." not a public utility. It does not charge the public for a service, it is not protected from competition, and it has none of the characteristics of a public utility. The net- works do assume heavy responsibilities for public service, because they recognize that their success depends upon how well they satisfy the many diverse interests of the national public. But this assumption of responsibility does not make them public utilities. So this is what networks are not. What are they? Networks are the only organizations in broadcasting which offer a comprehensive national program service to stations and the public, day in and day out, regardless of whether or not the programs are sponsored. Their programs are as wide-ranging and different as the public tastes to which they respond. The elements of their service fall into four broad categories, with considerable overlap among them. First, there are primarily entertainment programs, live and film, color and black-and-white, forming the bulk of the network program schedule. They are not just a series of isolated shows, but a program structure, embracing all standard forms of show business, plus new forms created by television itself. This year the three television networks will present twelve times as many hours of entertainment as the entire output of Hollywood feature pictures. Not all of it will be great entertain- ment, but some of it will, and even the routine shows will entertain millions of Americans. Some critics say much of it is dull stuff, but the people seem to disagree. The American public devoted 15 per cent more time to watching TV this season than last year. Television com- mands more of their time than any other leisure activity. Second, there is the category of network service in news, special events and public information. We main- tain a nation-wide and world-wide news organization of hundreds of cameramen, reporters and commentators to cover developments from the scene as they occur. An uprising in Cyprus, the political campaigns, a World Series game, or a Presidential address — the networks are there, and the networks alone make it possible for Los Angeles, New York, and points in between, to see, at one time, events as they happen. A third area of network service is loosely described as "public service" programming, and definitions of what it is are murky. In the full range of network pro- gramming, there are shows of varying cultural and intel- lectual degree, and people who talk about "public serv- ice" shows generally mean those of the highest degree — particularly when unsponsored. But I personally think a broadcast of the Old Vic Theatre's "Romeo and Juliet" is no less a public service function because it is spon- sored. Nor, in my opinion, does advertising support make "Meet the Press" or "See It Now" of less public value. Throughout the year, the network schedules are studded with such programs, both sponsored and un- sponsored. Some examples are "Wide Wide World," "Omnibus," and the "NBC Opera Theatre." Direct Assistance to the Government The fourth category is the least publicized and, for that reason, perhaps, the least appreciated. It embraces the area of direct assistance to the government and to scores of worthy causes that rely on public support. Last year, the three networks gave millions of dollars of air time to support Army recruitment. Civil Defense, "Get Out and Vote," and Hungarian Relief. Appeals for the Heart Fund, for Care, for Cancer Funds, for the Red Cross, dotted the networks. If you bought at going prices the 3,000 announcements NBC Radio and Television donated last year to these causes, you would be out of pocket $9 million — and the other networks did as well. Every station gives staunch support on the local level, but networking is the only means of placing this type of information simultaneously before the nation. If this seems boastful, there is reason for it. Like the next fellow, the networks enjoy doing good things and then talking about them. More important, if they don't talk about them publicly, even boast a little, there 10 RADIO AGE