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AS VIEWED BY OUR WASHINGTON NEWS BUREAU
The report says it is not enough to have the good guys win in the end, if there is a preponderence of "bad" action over "good" in the programing. The subcoininittee wants networks to pool their efforts and produce good juvenile programing. The juvenile shows would go on nightly, staggered among the networks to avoid "undue burdening" of any one network with what could be very low-raters.
The subcommittee assures networks such pooling would have the blessing of the Justice Department and the FCC. But if the poolers stumble on a juvenile programing gold mine. Justice might have second thoughts on antitrust,
The "stagger" proposal at least indicates, to some broadcasters, that the report acknowledges television to be a commercial enterprise, dependent on entertaining the public and maintaining competitive revenues. The subcommittee pays tribute to tv's "great achievements" in news and public service. But it appears to have forgotten that many of early tv's kid shows ("Beanie," "The Lone Ranger," et al) were bunped by expanded news.
The report does find that the nets, since the earliest hearings, have edged into a "subtle but significant shift in the prevailing view" of 19^2" that ratings showed tv was giving the public what it wanted. The report also admired joint industry, network, government research plans — but says they are too slow in coming. As for NAB code, its standards are "well conceived but poorly enforced, "
So the subcommittee report sets up a specific program, and it urges full speed ahead — or the subcommittee will have to propose legislation.
Fairly recent attempts to pin NAB codes to commercials regulation were such a failure that industry will probably not worry too much about the "statutory" membership enforcement proposed. It will worry about the "realistic standards" the subcomannittee urges FCC to set up in revised program forms, with "provisions bearing directly on programing for children,"
The proposal would undoubtedly bring another outraged yell from FCC commander Loevinger, who holds that the very questions put to broadcasters on details of programing equal "leverage." NAB counsel Douglas Anello has promised a Supreme Court test of any FCC requirements for "conformity" to a "prescribed" programing format.
The report wants community leaders polled annually at local level for their views on programing for children, and how well local station meets "sound standards" on sex and violence. Also, stations should invite the public, nightly, in announcements on prime time, to give their opinions.
The report rounds out with a hope for full-scale research on the exact impact of tv fare on juvenile behavior, and the cumulative effects of watching tv on both children and adults.
Understandably, subcommittee would like to see studies made public.
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