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a statement of
WWLP & WRLP
(Television in Western New England) by William L. Putnam
The 40-second Station Break
Of all the things the television business doesn't need right now, a 40-second station break is probably foremost.
On the one hand the broadcasting industry is accused of over-commercialization — on another hand we are accused of offering less than satisfactory programs; and among ourselves we are well aware that at times and in places there exists some justification for both of those points of view.
Yet now some of our most influential figures feel it necessary to adopt a scheme for adding further commercial time that very few of us really need. The 40-second station break can really add nothing to the overall desirability of our medium. It certainly will add nothing to our public acceptance and it will actually add very few dollars to our personal or corporate incomes. Quite frankly, if stations like ours can retain some measure of profit with 30
second station breaks on a rate card of $700.00 ( and at the same time be recognized for noteworthy service*) we find it very difficult to see how anybody else can justify the added commercial time.
If some notable means of improving our public acceptance were to result from this move one could then justify such a performance but we have not seen any evidence of this and it doesn't look as if we are very likely to.
*A Federal Communications Commission memorandum opinion and order of August 2. 1960, "WWLP has shown a record of exemplary public service programming in generously providing its facilities for the advancement of the civic, cultural, charitable, educational, and religious needs of the Springfield area. These services have been of genuine value to the community and any curtailment of such services would be felt as a significant loss."
Represented nationally by HOLLINCBERY
SPONSOR
19 june 1961