Upon occasion, economics and editorial judgment are in conflict. And there is no law which says that dollars will be defeated by duty. Not so long ago the President of the United States delivered a television address to the nation. He was discoursing on the possibility or the probability of war between this nation and the Soviet Union and Communist China. It would seem to have been a reasonably compelling subject, with a degree of urgency attached. Two networks, CBS and NBC, delayed that broadcast for an hour and fifteen minutes. If this decision was dictated by anything other than financial reasons, the networks didn't deign to explain those reasons. That hour-and-fifteen-minute delay, by the way, is a little more than twice the time required for an ICBM to travel from the Soviet Union to major targets in the United States. It is difficult to believe that this decision was made by men who love, respect and understand news.I have been dealing largely with the deficit side of the ledger, and the items could be expanded. But I have said, and I believe, that potentially we have in this country a free enterprise system of radio and television which is superior to any other. But to achieve its promise, it must be both free and enterprising. There is no suggestion here that networks or individual stations should operate as philanthropies. But I can find nothing in the Bill of Rights or in the Communications Act which says that they must increase their net profits each year, lest the republic collapse. I do not suggest that news and information should be subsidized by foundations or private subscriptions. I am aware that the networks have expended, and are expending, very considerable sums of money on public affairs programs from which they cannot receive any financial reward. I have had the privilege at CBS of presiding over a considerable number of such programs. And I am able to stand here and say, that I have never had a program turned down by my superiors just because of the money it would cost.But we all know that you cannot reach the potential maximum audience in marginal time with a sustaining program. This is so because so many stations on the network--any network--will decline to carry it. Every licensee who applies for a grant to operate in the public interest, convenience and necessity makes certain promises as to what he will do in terms of program content. Many recipients of licenses have, in blunt language, just plain welshed on those promises. The money-making machine somehow blunts their memories. The only remedy for this is closer inspection and punitive action by the F.C.C. But in the view of many, this would come perilously close to supervision of program content by a federal agency.So it seems that we cannot rely on philanthropic support or foundation subsidies. We cannot follow the sustaining route. The networks cannot pay all the freight. And the F.C.C. cannot, will not, or should not discipline those who abuse the facilities that belong to the public. What, then, is the answer? Do we merely stay in our comfortable nests, concluding that the obligation of these instruments has been discharged when we work at the job of informing the public for a minimum of time? Or do we believe that the preservation of the republic is a seven-day-a-week job, demanding more awareness, better skills and more perseverance than we have yet contemplated.I am frightened by the imbalance, the constant striving to reach the largest possible audience for everything; by the absence of a sustained study of the state of the nation. Heywood Broun once said, "No body politic is healthy until it begins to itch." I would like television to produce some itching pills rather than this endless outpouring of tranquilizers. It can be done. Maybe it won't be, but it could. But let us not shoot the wrong piano player. Do not be deluded into believing that the titular heads of the networks control what appears on their networks. They all have better taste. All are responsible to stockholders, and in my experience all are honorable men. But they must schedule what they can sell in the public market.And this brings us to the nub of the question. In one sense it rather revolves around the phrase heard frequently along Madison Avenue: "The Corporate Image." I am not precisely sure what this phrase means, but I would imagine that it reflects a desire on the part of the corporations who pay the advertising bills to have a public image, or believe that they are not merely bodies with no souls, panting in pursuit of elusive dollars. They would like us to believe that they can distinguish between the public good and the private or corporate gain. So the question is this: Are the big corporations who pay who pay the freight for radio and television programs to use that time exclusively for the sale of goods and services? Is it in their own interest and that of the stockholders so to do? The sponsor of an hour's television program is not buying merely the six minutes devoted to his commercial message. He is determining, within broad limits, the sum total of the impact of the entire hour. If he always, invariably, reaches for the largest possible audience, then this process of insulation, of escape from reality, will continue to be massively financed, and its apologists will continue to make winsome speeches about giving the public what it wants, or letting the public decide.
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