I join Governor Collins in his views so well expressed to the advertisers who use the public air. And I urge the networks to join him and undertake a very special mission on behalf of this industry. You can tell your advertisers, "This is the high quality we are going to serve -- take it or other people will. If you think you can find a better place to move automobiles, cigarettes, and soap, then go ahead and try." Tell your sponsors to be less concerned with costs per thousand and more concerned with understanding per millions. And remind your stockholders that an investment in broadcasting is buying a share in public responsibility. The networks can start this industry on the road to freedom from the dictatorship of numbers.
But there is more to the problem than network influences on stations or advertiser influences on networks. I know the problems networks face in trying to clear some of their best programs -- the informational programs that exemplify public service. They are your finest hours, whether sustaining or commercial, whether regularly scheduled or special. These are the signs that broadcasting knows the way to leadership. They make the public's trust in you a wise choice.
They should be seen. As you know, we are readying for use new forms by which broadcast stations will report their programming to the Commission. You probably also know that special attention will be paid in these forms to reports of public service programming. I believe that stations taking network service should also be required to report the extent of the local clearance of network public service programs, and when they fail to clear them, they should explain why. If it is to put on some outstanding local program, this is one reason. But if it is simply to run an old movie, that's an entirely different matter. And the Commission should consider such clearance reports carefully when making up its mind about the licensee's over-all programming.
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