Sponsor (Oct-Dec 1964)

Record Details:

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AS VIEWED BY OUR WASHINGTON NEWS BUREAU December 2h, 1961; FCC chairman E. V/illiam Henry is probably one of the most consistent chairmen that the mosL inconsistent government agency has had in recent years. A talk with Lhe chairman has left this reporter convinced that there will be no swerving from his main objectives in the year ahead — any more than in the year past, obstacles and defeats notwithstanding. He would be perfectly happy to sea the industry beat the commission to some of those objectives: program improvement, clearance for local live showings, reduced commercials (however slight). He is aware that only the industry can act best and quickest to accomplish these reforms — and he is also aware that the probabilities are not too strong. With a touch of exasperation, Henry says he asks only a minimum; "No one asks them to turn over an evening, or even one hour a week--just one half hour a week has been suggested, in prime time. It might let local stations give access to the tv screen to a good local orchestra, or choral or dramatic group, now lucky if they get once a year." The chairman's major objective can be put in two words: better programing. He wants the best possible programing for all segments of the millions of American families watching tv screens. He thinks it is definitely the FCC's job to help this along. The major goal involves a dizzying complex of related problems. There are the purely mechanical decisions about transmission and allocation and station coverage. There are problems of air and/or wire, free and/or pay service, CATV versus translators, ad infinitum. There are unending contests for spectrum space between industry, the mdlitary, commercial and educational broadcast .services. Each demand must be weighed by value to the public. In broadcasting, this means value of its programing to the public. Even the question of multiple ownership hinges on programing. The FCC is charged with widest dissemination of service. "The diversity of owners means diversity of programing, of ideas and information, presumably, at least. It brings m.ore people and more ideas into play." The FCC must also watch out for the financial health of the industry providing the public. Broadcasters would be reassured to hear chairman Henry say: "The FCC's historical role is to foster the development of free, advertiser-supported broadcasting, to as wide as possible an audience." Henry recognizes the "right to make a profit." BuL--he wonders if the broadcaster has to make every last, potential dime of that profit. "Even in miediumi size markets, tv stations are running to a 30 percent net profit." CONIINUtD ON NEXl PAGE ecember 28, 1964 13