We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
York test and then we'll have to decide what that means in terms of tv's future." The switch to uhf will not affect advertising. Minow has said.
• Broadcasters have no doubt, of course, chairman Minow is going much further than any of his predecessors in the fight for better program balance. But they honestly believe he is going about it without doing any violence to the precepts of the free enterprise system. They recall his historic 9 May speech in which he proclaimed his belief in the free enterprise system and said h:j championed the broadcaster's cause.
• Broadcasters say Minow will ultimately carve out what amounts to a fourth network dedicated to educational television. "If there is not a lation-wide educational television system in this country, it will not be he fault of the FCC," Minow has >aid. As one big broadcaster put it o a sponsor editor: "The fourth network would carry all the goodies not :arried by the major networks." 3ut the fourth network would be essentially an educational hookup.
• Minow hammered away on his [ourth network idea in another adIress on 22 December before the Commonwealth Club of San Francisco. He told his audience that durng the next 10 \ears the FCC would
strive to build "a fourth network dividing its time between daytime programing for classrooms and nighttime programing for adults seeking intellectual and spiritual adventure rather than action-adventure."
• Most advertising agencies regard chairman Minow's crusade with approbation. Their feelings can be summed up as follows: "We're for tv's standards being lifted. It means a better frame for our sales messages. We believe in good taste in advertising, authenticity of claims, and an end to advertisers who denigrate the advertising of their competitors." There was no apparent concern that FCC programing pressures would ultimately diminish tv audiences and its ability to compete with other media.
• Broadcasters say that chairman Minow is a "kissin' cousin" of James Lawrence Fly, onetime chairman of the FCC, and considered by some, during his reign, as a fly in the broadcast ointment.
• Broadcasters insist advertiser domination of program content is highly exaggerated and will prove this when the network executives take the stand in Washington.
• The broadcast industry is grateful to both Dr. Frank Stanton, CBS president, and Sarnoff for their re
cent exposition of the broadcaster's position in relation to the FCC and Minow's "approval" or "disapproval" of network program content.
• Broadcasters are certain that Minow has captured the public imagination and has the people on his side.
• Broadcasters and Madison Avenue exponents of advertising are of the opinion Minow is pleased with their current conduct. They cite a recent statement of the FCC chairman: "There is in tv programing a growing sense to be conscientious. And I don't think these signs of responsibility are hurting financially."
A typical viewpoint on Minow from the agency side came from Daniel A. Whitney, vice president, Beidl & Freede, Inc. He said most top agency executives exhibited a strong urge to kick Minow in the pants following his now famous "wasteland" speech last spring. "And rightly so." Whitney observed. "The advertising industry, always under attack, suddenly got blasted by a new administration. No wonder we were so defensive."
In Whitney's judgment, many advertising leaders have revised their opinion and now feel that Minow may not be an uninformed ogre — that he realh does want taste in tele
£3
1
\nswer to FCC's philosophy on advertising may come after hearing
LL-IMPORTANT FCC program hearings are expected to begin in Washington on 23 January with CBS president Frank Stanton (c) as the st witness. Next to be grilled will be NBC board chairman Robert W. Sarnoff (r) and six other company witnesses. ABC TV president liver Treyi (I) and other network executives will fill the Washington spotlight during the third w=ek of the significant program hearings
'ONSOR
8 JANUARY 1962
23