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THE WEEK in WA.SIIINGTON
AS VIEWED BY OUR WASHINGTON NEWS BUREAU
fine as the in-class role of television is — and servB the people at large. He no doubt had in mind the doubling of American college population within the past decade, and a present enrollment of over five million college and university students.
For once, the FCC chairman may not have a fight on his hands over his stand on a programing issue, even from the gadfly commissioner Lee Loevinger. Commissioner Loevinger has fought every type of FCC pressure to uplift commercial television, even by the indirect nudge of program reporting categories.
But a well-financed educational tv spread would provide cultural and, educational and "something different" programing, without involving pressure on either broadcasters or the public. Loevinger has pointed out that he would prefer any kind of mediocre mass medium entertainment on tv if necessary, rather than anything "prescribed" by government.
The envisioned ETV programing — self-originated — could provide some interesting possibilities for answering pay-tv's alleged cultural programing plans — and for free. It might even blunt the edge for some of the CATV lure to those restless big-city and medium-city customers ^o crave the variety of an extra half dozen channels.
But the FCC chairman, never a man to shirk controversy, may collide with conservatives on the hard necessities of financing ETV. Henry frankly expects to meet opposition to the idea of direct government subsidy. He urged the ETV people to debate this aspect and, not be afraid of it, as one factor In the national and, local, public and private money sources needed, to finance it.
He argued drily that fears of government "conformity" are contradicted, by present tv programing which is about as original as a "slice of bureaucratic red tape. " Conformity dominating today's tv screens, says Henry, is that of committeestyle programing, not government.
Henry hopes for a private national agency to coordinate all fundraising, from both private and public sources — such as the HEW's matched funds program which has given about $8 million, with another $8 million committed, out of its $32 million available funds j the Ford Foundation — doner of a total of some $90 million over the past 12 years, which has allotted a total of approximately $3l| million to National Educational Television (NET) for broad out-of-school cultural programing] network contributions, etc.
Study of such a project is already underway by an IRTS committee headed by John Cunningham of Cunningham and Walsh. Cunningham tells the FCC chairman he hopes for strong financial and promotional help for ETV from commercial television stations — and cagily plots a campaign to appeal not only to the viewers' cultural gain, but also to appeal to "improvement in economic status," from watching ETV.
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