Basic HTML Version
March, 1970
from reality
...
characterized by with–
drawal, apathy, indifference and
im–
poverishment of httman 1·elatiomhips
..." Doesn't that sound familiar?
Doesn't it sound like the "turned-off"
"dropped out" TV generation? Then
the statement concludes ominously,
"It
[ schizophrenia
J
is slowly and insidiously
progressive and tends to be unre–
sponsive to current treatments" (pp.
68-69)
o
Not a very encouraging prognosis
you must admit. But, as the kids say,
"That's where we are at" today. And
the question which is nearly too fright–
ening to contemplate is, "Where will we
be in another decade ?" Asswning the
same continua! diet of anti-intellectual,
inane, violent, aud near pornographic
programming continues, we wi ll be
"clown the tube" - if you will pardon
abad pun'
Potential for Good Withheld
But ít doesn't need to be this way.
There is nothing wrong with the "tube"
- nothiog sinister or evil in the
machine itself.
As a technological achievement, tele–
vision is a mírade. lt is an awesome,
dynamic, almost living monument to
the creative power of man's m.ind. Its
potential for good .is truly beyond our
wildest imagination. Therefore, it is the
paradox of the age that the human
genius which could create this fantastic
communication vehicle is apparently
unable or unwilling to devise and en·
force its proper use for the benefit of
human kind.
But it is not inevitable that TV
should be used in a destructive, irre–
sponsible manner.
It
is
not unalterably
ordained and fated. "There is nothing
in the Holy Writ of the communication
media," wrote the noted essayist Max
Lerner, "which says that history's most
powerful medium should spread an
infection.... Nor does any Holy Writ
say that this powerful engine for shap·
ing opinion should be placed at the dis·
posa! of publ.icity-hungry demagogues
and their sl ick ideas"
(TV
Guide,
March 8, 1969).
Television is merely an electronic
transmission system. Of itself it is nei–
ther good nor bad. Jt has been the
The
PLAIN TRUTH
selfish motivations of men using the
system which have withheld its benefits
and limited its potential. But that cao
be changed. And vou can help change
it !
You Own the Airwaves
The air belongs neither to the broad–
casters nor to the advertisers. It belongs
to the people, and it belongs to
alt
the
people. And that includes
yott.
The
problem of cleaning up the airwaves is
first a problem of becoming properly
offended by trashy TV programming.
So long as we allow our living rooms to
serve as prívate theaters for the presen–
tation of every kind of pornography,
cruel perversity, farcical absurdity, and
commercial gimmickry, the television
industry will be glad to obl.ige. Their
argument has always been that they are
merely giving the public what
it
wants.
And how do they know their programs
are what the public wants?
Simply
becaMe so few viewers sqtJawk!
Recently a network executive, who
wished to remain anonymous, admitted
that educators, intellectuals, and many
political figures feel strongly about the
violence issue. But, he pointed out that
the volmne of complaints from average
vielllers is t7egligible .
The answer is
clear. No pressure - no change in
programming!
Do something about
it.
Next time
you
sit
clown for an evening of TV
''entertainment," analyze what you are
seeing and ask yourself these questions:
By giving these programs and com–
mercials the time of day am I endorsing
"the permissible lie"? Am I condoning
the perversion of gentleness, com–
passion, moderation, and !ove? Am l
subscribing to foolishness, absurdity,
and crassness? Am I endangering the
mental health of my family? Am I get–
ting the "cotton candy" treatment that
N icholas Johnson mentioned? Be hon–
est with yourself and then do something
besides grumble.
If
you have just seen a program or
commercial that turned you off, revolted
you, or insulted your intell.igence, then
let the local station, network and spon–
sor know it
in
no rmcertain terms .
Remind them of the television .industry's
code, which states: "The use of horror
for its own sake will b,e eliminated; the
33
use of aura! or visual effects which
would shock or alarm the viewer, and
the detailed presentation of brutality or
physical agony by sight or sound are not
permitted." Remind them too, that
Dean Burch, Chairman of the FCC
recently warned that, "The broadcast
industry must be on guard against
obscene or indecent programming -
to resist tbe temptation to make a
'buck' out of the sensational and the
dirty" (Speech, January 30, 1970, San
Francisco, California).
By the same token, if you have
enjoyed commendable programming,
then you have an equal obligation to
toss a bouquet now and then.
There are three things these people
are guick to react to. The first is with–
drawal of consumer acceptance of pro–
grammiog and products. Tbe second
is the fear of restrictive legislat.ioo. Aod
the third is recognition and praise for
excellence
in
programming. The power
to apply either the stick or the carrot
rests in the bands of the viewing
public. That's
yort!
You can't
let
"George" do it, because
he never wilL Here are sorne names
and addresses that will get results.
Write constructive, informed letters
to: Julian Goodman, President of NBC,
30 Rockefeller Plaza; Frank Stanton,
President of CBS, 51 West 52nd Street;
and Leonard Goldenson, President of
ABC, 1330 Avenue of the Americas, all
in New York
City.
Also write to Dean
Burch, Chairman of the FCC, 1919
M Street Northwest, Washington, D.C.
and send copies to your Congressmen
and your two Senators.
Television
can
be used in a construc–
tive manner.
It
can
be used in the public
interest for sound education and enter–
tainment.
If
you want a sample of what
really superior and dynamic program–
rning can be, then check the
Television
Lo
g
in this magazine. Tune in to
The
WoRLD ToMOAAOW television broad–
cast and enjoy the program that is
pioneering a new era in TV.
Remember, your Dick or your Jane
will look at approximately 15,000 hours
of television during the decade of the
70's. What wi ll it be?
Look Dick! Look Jane!
PleeJJe
look
at something good !
o