N014  0858  11 Nov 74
 
 
 
TELEVISION(CULTURE)
 
NOT FOR USE BEFORE SUNDAY NOV 17
 
BY JOHN J. O'CONNOR
(C) 1974 NEW YORK TIMES NEWS SERVICE
 
   NEW YORK, NOV. 16--NEARLY FOUR YEARS AGO, ON JAN. 26,
1971, THE FEDERAL COMMUNICATIONS COMMISSION BEGAN AN INQUIRY
INTO THE SCHEDULING STRUCTURE AND ECONOMICS OF TELEVISION
PROGRAMING FOR CHILDREN.  THE PUBLIC RESPONSE WAS OVER-
WHELMING. ACCORDING TO THE F.C.C., "MORE THAN 100,000 CITIZENS
EXPRESSED THEIR OPINIONS IN WRITING AND THE ACCUMULATED 
FILING FILL 63 DOCKET VOLUMES."
   THE F.C.C.'S DECISION, ISSUED A FEW WEEKS AGO, IS 
PREDICTABLY UNDERWHELMING, PROVIDING STILL ANOTHER GLIMPSE
INTO THE ALICE IN WONDERLAND MAZE THAT SEEMS TO LEAVE THE
REGULATORS ESPECIALLY ANXIOUS ABOUT PROTECTING THE INTERESTS
OF THOSE THEY ARE SUPPOSED TO REGULATE.  IF IT IS CONCEDED
THAT THE COMMISSION STARTED AT POINT ZERO, AND ON A SCALE OF
100, MOVED TO POINT 25, THE DECISION MIGHT BE INTERPRETED
AS AN ENCOURAGING MOVE IN THE RIGHT DIRECTION FOR THE "PUBLIC
INTEREST," WHICH IS SUPPOSED TO BE THEUCONCERN.
   WHILE A "POLICY STATEMENT" WAS SUBSTITUTED FOR A FORMAL 
RULING, THE COMMISSION DID PUT STATIONS ON WARNING ABOUT THREE
KEY ISSUES.  ALL LICENSEES ARE EXPECTED "TO REDUCE THE 
CURRENT LEVEL OF COMMERCIALIZATION ON PROGRAMS DESIGNED FOR
CHILDREN, MAINTAIN AN APPROPRIATE SEPARATION BETWEEN PROGRAMING
AND ADVERTISING, AND ELIMINATE PRACTICES WHICH TAKE ADVANTAGE
OF THE IMMATURITY OF CHILDREN."  EVEN THESE MODEST AIMS ARE 
PROVING OMINOUS TO THE TRADITIONAL PROTECTORS OF 
BROADCASTING PROFITS. ONE PROMINENT EDITORIALIST WARNS THAT
"ALL THIS IS A PRESCRIPTION FOR NEW TROUBLE AT RENEWAL
TIME." HE THEN WONDERS WHY PUBLIC TELEVISION SHOULDN'T BE
MADE THE ONLY SOURCE OF QUALITY "NONCOMMERCIAL, 
EDUCATIONAL" SERVICES FOR THE YOUNG.  THAT, EVIDENTLY,
WOULD LEAVE THE COMMERCIAL STATIONS FREE TO CONTINUE IN
PURSUIT OF HIGHLY PROFITABLE JUNK.
   PUBLIC TV IS, OF COURSS, ACTIVELY INVOLVED IN CHILDREN'S
PROGRAMING. AND WITH A ROSTER THAT INCLUDES "SESAME STREET,"
"ZOOM," "ELECTRIC COMPANY" AND "VILLA ALEGRE," ITS OVER-ALL
QUALITY PUTS THE COMMERCIAL PICTURE TO BLUSHING SHAME.  BUT 
PUBLIC TV DOES NOT HAVE THE FINANCIAL BUDGETS OR RETURNS OF
COMMERCIAL TV, AND THE RESULT IS A CONTINUAL STRUGGLE FOR 
FUNDING. "VILLA ALEGRE," FOR INSTANCE, AN IMAGINATIVE 
ENGLISH-SPANISH EXPERIMENT IN BILINGUAL PROGRAMING, IS
CURRENTLY BEING PHASED OUT OF A LARGE FEDERAL HEALTH, 
EDUCATION AND WELFARE GRANT.
   THERE HAS BEEN SPECULATION, SOMEWHAT IDLE BUT NOT COMPLETELY
DISMISSIBLE, THAT PERHAPS THE NETWORKS SHOULD GET OUT OF 
CHILDREN'S PROGRAMING ALTOGETHER AND ACTIVELY SUPPORT ITS
DEVELOPMENT ON PUBLIC TV. THAT WOULD ELIMINWZE A PROBLEM OF
INCREASING VULNERABILITY AND, AT THE SAME TIME GENERATE 
VALUABLE BROWNIE POINTS FOR PUBLIC SERVICE. FOR THE MOMENT,
THOUGH, THAT IS NOT ABOUT TO HAPPEN. CHILDREN'S PROGRAMS QUITE
SIMPLY BRING IN A LOT OF MONEY.
 
MORE B/R1201P
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