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NEWSMAKER of the week
The privilege of a station to editorialize — a la the newspaper — is still a topic of hot controversy. These views by FCC chairman John C. Doerfer, obtained by SPONSOR daring his attendance of the NAB convention in L.A.. throw a sharp light and broad breath of understanding of the problem.
The newsmaker: John C. Doerfer has never been one to pussyfoot on an issue that concerns both the public and the industry weal. Hence, this opening gambit of his in the exclusive interview on what are his personal thoughts about broadcaster editorializing:
"Most broadcasters are showing an unwarranted timidity and a fear of public officials that is hampering creative thought in a vital medium of communication."
While equally firm that stations should not use editorial freedom in a "loose or irresponsible manner." Doerfer does not feel broadcasters should fetter themselves "because of proposed Congressional safeguards which are not even needed under the Constitution."
Doerfer cited as unrealistic the proposal before Congress that first priority in licensing of a tv station should go to applicants not owning other media of mass communication. However, in his view, in cases of joint ownership of newspaper and station "there should be a distinct separation of editorial •'"'"' ( ■ Doerfer
policies and staff."
How would the FCC chairman like to see stations perform their editorial function? These are some of his answers:
• Stations should become more skilled in developing an editorial approach to their news gathering.
• These techniques should be commensurate with their size, facilities and experience.
• A small station "should not leap upon a different issue every da\ just for the sake of editorializing," but should weigh single issues in the light of their importance.
• Large and small stations should plan a constructive approach toward presenting their views, rather than pell-mell attack — using techniques that would give stations a "wall of independence, bounded |p\ their own responsibility."
Doerfer closing moral: "When you deny the right of broadcast media to editorialize, you are not only separating creativity and judgment in news reporting and challenging Section 326 of the Communications Act and Article One of the Constitution, but flouting a basic right." ^
[See Sponsor Speaks, !«'! March, Shall a station editorialize?)