U. S. Radio (Jan-Dec 1961)

Some ol the most interesting data stemmed from the survey question: "What are the most significant trends you see in public interest broadcasting in the industry at large .is well .in .it your station?" Chalks E. (.ales, station manage! "I WON Chicago, sees public affairs programs now being considered "commercial" by more and mote advertisers, believes stations and networks are giving less attention to ratings on these programs and more attention to "image" and "prestige." "Documentaries," he says, "are being given budgets consistent with the In'si ol commercial entertainment pi i »grams." Increased advertise] interest in public affairs radio is a trend noted also b) Robert Hyland, general manager, K.MOX St. Louis. Not onl) are there more sponsored publit set vice programs, according to Hyland, but more emphasis is being placed by advertisers on a station's public mimic iceord when buying time. (RMOX broadcasts se\en stiaight hours ol public service programing daily.) Still another broadcaster calling attention to advertise) interest is M. C. Wissman, program development manager at W'Wf Detroit. Hut of special interest was his added comment that today there is a "bettei definition of 'public service' In i >adcasting." In Fort Worth, Ron Thompson, KFJZ program director, also feels radio is becoming more selective about its public affairs material, is shying awav from programs "that really have no value" and from overlengthy formats which ma\ tire listeners. In the same vein. Philip B. Taylor, program director at WJAR Providence, sees "more emphasis on quality and genuineness rather than quantity in public service programing." |a\ Hoffer. station manager. KRAK in Sacramento, Calif., sees a trend toward more original public sen ice projects plus a better integration of such programs into the station format. The only mention of a trend to more and better promotion by stations of their public interest programing came from James T. Butler, v. p. and general manager of W1SN Milwaukee. Top 10 trends in radio public service 1. Bettei time slots foi public service shows. 2. Bigger budgets allocated. :!. More advertiser interest. 4. loiigher stands on controversies. 5. Clearei definition ol "public interest." (). More air time allotted. 7. Greater audience reaction. 8. Moie personal involvement in local alfairs. !). Widei acceptance ol broadcast er by community . 10. Return of "debate format." Mosi frequently mentioned trend was expanded news service (noted In more than .">()', ol the respondents) . "More hours of stiaight, hard news," replied Jack Reiner, RFMB San Diego, "more news-in-depth proyi. nning." "More fnsi pei son new s reports," is the view of Jo Arnzen, continuity director at WCPO Cinc innati. "More on-the-spot coverage," says Alan Rab'er, program director, WRAP Allentown, Pa.; Ilanis Owen, program director, K.ARK Little Rock, says, "More news as ii happens." Dean Slack, program director for WJOY Burlington, Vt.. believes radio is devoting more effort to research in its news analysis programing. Runner-up to the news trend was editorializing, or as Mun\ W'oioner, station manager at WAME Miami, puts it, "Taking a stand on controversial issues." "Radio editorials," replied Wayne Cribb, assistant manager, WTAD Quincy, 111., "are putting over more projects." Quite a few respondents noted an increase in discussion and documentary programs. Norman Reed, v. p., WWDC Washington, sees stations generally allotting more time to such service features. Michael Lawrence, WMCA New York, believes documentaries are taking up the void left when radio moved out of dramatic entertainment. In the discussion and panel categories, Robert K. Smiley, program director, WGAR Cleveland, s.ivs there is more audience participation cithei in-studio 01 bv phone-. Jean D. Isenhowet , public service coorelinatoi lot WSJS Winston-Salem, re marking on the same trend, replied, "Radio is taking more notice ol the views and opinions ol the 'average c itizen.' " led Panino, program director, KRLD Dallas, is one ol several who see a trend tow aid the "debate format." James M. Caldwell, WAVL Louisville-. Rv., also spotting it, calls it a "return as a result of last fall's 'Great Debates.' " Several trends came in for infrequent mention but are worth noting just the same: Johnny Ryan, pro gram direi tor, RVOO Tulsa, notes a trend toward "bettei prepared \ i nicel Services programing." F. C. Sowell, v.p. and general manager, W I.AC Nashville, sees more air time devoted to traffic safety. Reith Bret/, program director, KRMG Tulsa, reports an increase in specialized programs lot minority groups, and James R. Curtis, R1RO Longview, Tex., sees more programing directed toward P I As and education. Some of the reported trends had less to do with program types than with the attitudes of listeners and station management. "There is a greater awareness industry-wide of broadcasting's responsibility to the people in all areas of public interest," replied Merilyn Shaw, public service director, WKY Oklahoma City. "Increasingly, in these troubled limes, broadcasting in the public interest carries with it the obligation to focus attention on American ideals; many local stations are initiating special projects with the goal of strengthening our American way of life," she says. Roy Schwartz, operations manager, WIBG Philadelphia, sums up this same trend with a single word: "Responsibility." Result of this shouldering of responsibility by radio stations: "A w ider acceptance of the broadcaster in the community," according to Burl Womack, WSAV Savannah. About 30% of the respondents to the survey also noted this trend. Community acceptance of the broadcaster represents a tremendous step in radio's growth as well as a new departure in the public's atti J8 U. S. RADIO/ September 1961