U. S. Radio (Jan-Dec 1961)

Stations support move to report programming to FCC in narrative form as U.S. Radio takes second annual look at . . . RADIO IN THE PUBLIC INTEREST Jgj Radio performs in the public interest in nP myriad ways. Although 1960 started with accusation and innuendo leveled at some stations for certain commercial and programming practices, the year ended in a triumph for the creditable job the medium performed by virtue of its election coverage and analysis. Never before in the history of the sound medium did stations provide such in-depth interpretation and widespread reporting of national and local campaigns, their issues and their personalities. Above and beyond the coverage given to this major event, 1960 will also be recalled for the general expansion in news fare, information, general services programming and community involvement. These features, of course, are the kind that most people — government officials, advertising executives and listeners — are accustomed to taking for granted. What is public interest programming? And how is it measured? These two questions seem to "stump the experts." A precise definition of public interest or public service programming appears thus far to have evaded capture. Like the crash of thunder, public interest programming and activity can be easily recognized, but not as easily defined. Clair McCollough, chairman of the policy committee of the National Association of Broadcasters and head of the Steinman Stations, voices this NAB view: ". . . the responsibility of affirmatively determining what is the public interest, community by community, belongs to the thousands of station executives and personnel who daily serve these audiences. "We must presume that the licensee has a better way of measuring the public interest than anyone else may have. He is aware of the competitive program ed S. RADIO • February 1961