And as Governor Collins said to you yesterday when he encouraged you to editorialize -- as you know the FCC has now encouraged editorializing for years. We want you to do this; we want you to editorialize, take positions. We only ask that you do it in a fair and a responsible manner. Those stations that have editorialized have demonstrated to you that the FCC will always encourage a fair and responsible clash of opinion.
You must provide a wider range of choices, more diversity, more alternatives. It is not enough to cater to the nation's whims; you must also serve the nation's needs. And I would add this: that if some of you persist in a relentless search for the highest rating and the lowest common denominator, you may very well lose your audience. Because, to paraphrase a great American who was recently my law partner, the people are wise, wiser than some of the broadcasters -- and politicians -- think.
As you may have gathered, I would like to see television improved. But how is this to be brought about? By voluntary action by the broadcasters themselves? By direct government intervention? Or how?
Let me address myself now to my role not as a viewer but as chairman of the FCC. I could not if I would, chart for you this afternoon in detail all of the actions I contemplate. Instead, I want to make clear some of the fundamental principles which guide me.
First: the people own the air. And they own it as much in prime evening time as they do at six o'clock Sunday morning. For every hour that the people give you -- you owe them something. And I intend to see that your debt is paid with service.
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