Sponsor (Apr-June 1961)

k •■•■ ! •i 3 APRIL 1961 Copyright 1961 SPONSOR PUBLICATIONS INC. Wha^s happening in U. S. Government tliat affects sponsors, agencies, stations WASHINGTON WEEK Full-scale Congressional probes of the rating services appeared to have suffered a serious setback because of the study made for Rep. Oren Harris (D., Ark.) and his House Commerce Committee. Harris, himself, certainly now plans no such investigation. He has, however, left the door open just a little bit for a possible probe of the way in which networks use the ratings to place or displace programing. The report on the study made by a committee of statistical experts was technical enough to discourage any lawmaker. While it did contain some conclusions and recommendations, they were not of a nature to shake the structure. Major recommendation was for a single industry-supported agency to study methods and uses. There was a conclusion to the effect that ratings are often in error with respect to small stations and small areas, but it was acknowledged that no better efforts could be supported. While methods on a national scale were said to have many shortcomings, the report said the results are pretty accurate, and again lack of financial support was cited. The situation at the FCC with respect to toughening regulation continues to grow more threatening every day. With an average of 1,700 station licenses coming up for renewal each year, it has now been revealed that some 700 are in a "deferred" status. Both statements were made at political complaint hearings held this week by the Senate Watchdog subcommittee, and the author of both was Joseph Nelson, chief of the Renewals Branch, Broadcast Division. The development occurred a few days after KORD, Pasco, Wash., became the station with the dubious honor of being the first to get into trouble on purely programing grounds. Others have had payola, technical violations, and such things as alleged fraud as the moving factor in their difficulties, though programing has sometimes entered into it. KORD was charged with promising farm programing, locally originated programing, etc., and not delivering it. It was charged with greatly exceeding the number of commercials il had promised, and in some cases in 25-minute periods of having almost nothing but spots back-to-back. Even so, the vote was only 4-3 to hold renewal hearings. In this case, Ford was one of two doubtful commissioners who crossed over to vote with the Minow-Lee-Bartley lineup, which will be voting this way consistently. The other doubtful vote, Cross, went with the Hyde-Craven lineup, which will be voting consistently the other way. Both the outcome and the way the individual commissioners voted were significant in assessing what will happen to many of the some 700 "deferreds." FCC Chairman Newton Minow gave the Senate Watchdog subcommittee (actually a subcommittee of the Senate Commerce Communications subcommittee set up to keep tabs on the industry during the recent campaign) a glowing picture of industry performance politically. He quoted President Kennedy's statement that "broadcasting's performance in the critical election year of 1960 was a great step forward in the democratic process." He stopped short of asking that the 1960 temporary relaxation of equal time requirements for presidential and vice-presidential candidates be made permanent. SPONSOR • 3 APRIL 1961 71