Weekly television digest (Jan-Dec 1963)

NEW SERIES VOL. 3, No. 43 TELEVISION DIGEST-5 CONGRESSIONAL AID & COMFORT: Rep. Rogers (DTex.) took his battle against recent FCC moves (Vol. 3:42 p2) to home soil last week, addressed Texas Assn, of Bcstrs. at Dallas on commercial limitations, license fees, editorializing. His Nov. 6-8 hearings on bills to prohibit FCC from setting rules on length & frequency of commercials will hear, among others: NAB Pres. Collins; FCC Chnm. Henry; some congressmen. NBC Senior Exec. Vp David Adams is probable witness while CBS & ABC plan to send statements similar to comments filed with FCC. Collins's testimony is expected to deal with part 2 of NAB's FCC filing— covering legislative history and NAB's contention that FCC lacks authority for this move. Another anti-limitations bill was introduced last week by Rep. Langen (R-Minn.). It’s similar to those of Rogers, Purcell (D-Tex.), Broyhill (R-N. C.). Virginia Assn, of Bcstrs. called on its congressional delegation last week— 10 representatives plus Sens. Byrd & Robertson— after briefing sessions with NAB's Hollis Seavey, govt, relations mgr. Broadcasters presented printed outline of their grievances, covering commercial restrictions, editorializing, fairness doctrine. Lawmakers were understood to have offered support. Rogers had this to say about Congress -FCC relations: "I do not criticize [broadcasters for attacking me at time of editorializing hearings] because I am satisfied that they were simply equating [Congress with FCC] and considering the 2 agencies as beii^ completely interwoven. Let me dispel that myth here and now. . . "From some of the muscle -flexing that has taken place in recent years, it would seem that some of these agencies have decided to construe the wore 'independent' literally and to consider themselves as the 4th branch of the govt. . "The editorializing hearings. . .would have been a great success had they accomplished only the single purpose of awakening the industry. . . to the inherent dangers of permitting administrative agencies to legislate. . . "Your principal responsibility in expressing opinions on the air is to be certain you provide ample opportunity for broadcasting opinions dissenting from your own " Rogers commented on FCC's plan to charge license fees, authority for which Commission says is provided for in 1951 appropriations act: "Why did they wait 10 years? Was it an open defiance of the Congress, or was it the fact that they didn't think they had the power at any time? I prefer to subscribe to the latter. . . " On FCC's proposal to set limits on commercials, Rogers said it was the first proposal of Federal Radio Commission or FCC, in 36 years, for "direct regulation as to the amount of advertising that could be broad cast." He urged industry to serve public "wisely," to address govt, with "unified voice." Opposition to FCC's commercial-limitation rulemaking has been expressed to Commission by 4 senators & 38 congressmen. 'Td call that 'substantial congressional interest,’" an FCC spokesman said, "but it ain't nothin' compared to the reaction before the communications satellite bill was passed. There were about 150 congressmen supporting AT&T's position." Opposition to rule -making has been filed by 29 state broadcaster associations. COWLES-ON MEDIA GROWTH: Gardner Cowles, man of all media— broadcasting, newspapers, magazines— 60 years old and going very strong, got off his views in interview by enterprising Peter Bart in Oct. 23 "N. Y. Times." Cowles said magazine advertising is showing greater gain than TV this year— first time since TV started, and "I would be surprised if magazines & newspapers didn't do better in the next 5 years relative to the broadcast media than in the last 5 years." As for newspapers: "Big city dailies that cover hard news well will have no great difficulties in coming years." Demise of "N. Y. Mirror"? "The 'Mirror' was essentially entertainment, and the entertainment business has moved to TV." Bart writes: "The big news in TV during the next few years will be made by pay-TV, Mr. Cowles believes. Pay-TV, if successful, could further fragmentize the TV audience and increase the uncertainties facing TV advertisers." Cowles said his organization now gets 1/3 of income from TV-radio & newspapers, ?/3 from magazines— but that acquisitions may change picture from time to time. Advertising generally, Cowles said, should increase 6-10% annually during next 10 years. FCC's commercial-celling proposal covers a "troublesome area," FCCComr. Cox told Conn. Assn, of Bcstrs. Oct. 24, and he mused: "Perhaps. . .we should forego a rule and simply annoimce that as a general policy we regard the present NAB Code limits as soimd for most stations, so that any broadcaster who is in compliance can be sure that we wiU not raise questions about the amount of time he devotes to commercials. As to those stations who do not meet the standards of the Codes, we would not close the door but would recognize that they may have perfectly valid reasons for exceeding those limits. These stations could be required to file showings as to why, in their judgment, it is necessary in their particular circumstances to devote a higher percentage of time to commercials during at least some periods. If these showings appear reasonable, the applications could then be granted despite the higher than normal commercial level." Art Buchwald's satire on TV commercials Oct. 20 received warm praise from Sen. Smith (R-Me.): "I like it because he defends that underdog that practically all of us at one time or another have maligned or picked to pieces— the TV commercial." Titled "Commercial Addict: More Time to Drink Beer Than Anybody," Buchwald jests: "We happen to be one of those who think there aren't enough commercials on TV. After watching what the new TV season has to offer we have decided we'd rather watch commercials." "FCC Is challenging all free enterprise and all free commimications, " NAB Pres. Collins told Miami Beach Fall Conference, 4th of 8 regional confabs held annually by NAB. "Neither the FCC nor Congress has any business telling us what 'fairness' is and their efforts in these areas will create a jumble of difficulty for the broadcasting industry," he said. He listed 3 main problems facing NAB: Govt, encroachment, controversy over quantity & quality of commercials, broadcasters' own fear of being controversial.