Weekly television digest (Jan-Dec 1963)

4-TELEVISION DIGEST NOVEMBER 4, 1963 We'll have to find out whether Congress is still running this country. It’s our view that FCC doesn't have the power, that Congress must provide specific authority, if any action were ever to be taken in this area" (Vol. 3:42 p2). FCC’s prepared statement is mere 3 pages. It’s understood Rogers plans to question each commissioner on his views. Here’s schedule of witnesses: Nov: 6— FCC Chmn. Henry; Congressmen, including those who’ve introduced similar bills, Broyhill (R-N. C. ), Purcell (D-Tex. ), Langen (R-Minn. ), Roberts (D-Ala. ). Nov. 7— Peter Kenney, NBC Washington; Jack Harris, KPRC-TV Houston; John Hopkins, KCOP-TV Hollywood; Payson Hall, Meredith. Nov. 8— NAB Pres. Collins; Wayne Kearl, KENS-TV San Antonio; Ken Duke, KDDD Dumas, Tex.; John Coyle, KVIL Dallas; Leo Hackney, KGVL Greenville, Tex. ; Jim Terrell, KTVT Ft. Worth; Marshall Pengra, KLTV Tyler, Tex. ; Harry Thayer, WGHQ Kingston, N. Y. ; John Doerfer, Md.-D. C.Del. Bcstrs. Assn. In ad^tion, it’s understood Randolph Holder, WGAU Athens, & Ray Carow, WALBTV Albany, Ga., plan to testify. CRICHTON DISSECTS WASHINGTON: Ad agency stake in Washington TV-radio developments was well summarized last week by articulate John Crichton, pres, of American Assn, of Advertising Agencies, in speech to N. Y. IRTS: (1) Option time. Agencies find its abolition disquieting: "In most local markets licensees have had from 13 to 5 years to develop local talent and local shows. In general they have developed little. . . Suspicion [is that] option time now freed will become either reruns of old and dreary movies or a new happy hunting ground for syndicated shows Most of what is admirable [in TV & radio] is directly traceable to networks. They have been the fount of programming experimentation and public service pioneering." It's hoped FCC will reverse itself "if no positive good results." (2) Over -commercialization. Agencies agree with FCC Chmn. Henry that there's serious problem: "As rates go higher, and clutter becomes more prevalent, and the coagulation of junk around the station break increases, the advertiser is being asked to pay more for less and less." But agencies believe in self-regulation, don't think govt, should do job. NAB should be credited for conscientious struggle. "No one. . .would call their efforts wholly successful. Yet it is very doubtful if the government will be more successful. Government regulatory agencies— run by competent, serious and wholly honest people— have a very dubious record of combining social progress and economic health. Consider. . . the railroads under ICC; the airlines imder CAB. . . ’’ One thing Chnm. Henry overlooked, Crichton said, is that FCC placed economic burden on many radio stations by its "free-wheeling granting" of licenses: "What did happen was that market after market was subjected to economic chaos, and the cheap spot and the overloaded commercial schedule became a fixture. . . It would take quite an optimist to assert that diversity of programming was in any significant way served by all those license grants. . .One result of FCC's economic myopia was to diminish drastically radio as a national advertising medium. When the Commission contemplates the addition of a good many uhf stations, has it considered the radio experience?" (3) Rating research. Had not Rep. Harris held "those illuminating hearings," research would have been re-examined, anyway: "As the price of broadcast advertising investment has risen, the question is repeatedly raised as to advertising values." Agencies are as interested in learning more about characteristics of audience, with changing population shifts, as they are in knowing that rating services are sticking to survey specifications. "The question of whether the broadcast audience is as large as we think from present measurement, or made up of the people we think it is made up of, is of far more consequence than the fact that a metered set was allowed to operate 24 hours a day for 10 days." Advertising Research Foundation should be the focal point for bringing about "improved research facilities and performance." Additional views: Networks should not be licensed. Govt, shouldn't police rating services— "industry should do the job." Crichton concluded: "A substantial minority of agencies tends to believe that governmental intervention in these areas may be the only solution. . . The confidence of the advertising agency in the ability of the broadcaster to exercise meaningful self-regulation has diminished."