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ED358828.Pdf DOCUMENT RESUME ED 358 828 IR 016 108 AUTHOR Thompsen, Philip A. TITLE Public Broadcasting in the New World of Digital Information Services: What's Been Done, What's Being Done, and What Could Be Done. PUB DATE May 92 NOTE 12p.; Paper presented at the Annual Meeting of the International Communication Association (42nd, Miami, FL, May 20-25, 1992). PUB TYPE Viewpoints (Opinion/Position Papers, Essays, etc.) (120) Speeches/Conference Papers (150) EDRS PRICE MFO1 /PCO1 Plus Postage. DESCRIPTORS *Broadcast Television; Educational Television; Electronic Mail; *Information Technology; *Mass Media Role; *Public Television; *Radio; Technological Advancement IDENTIFIERS Closed Captioned Television; *Digital Information Services; *Public Broadcasting ABSTRACT This paper explores the progress public broadcasting (originally called "educational television") has made in taking advantage of a relatively new application of tecnnology: digital information services. How public broadcasters have pursued this technology and how it may become an integral part of the future of public broadcasting are reviewed. Three of the more successful digital information services that have been provided by public broadcasters (i.e., closed captioning, electronic bulletin board services, and electronic text) are discussed. The paper then discusses three areas that are currently being pursued: digital radio broadcasting, interactive video data services, and the broadcasting of data over the vertical blanking interval (VBI) of public television stations. A vision for the future of public broadcasting is considered, identifying some of the important opportunities that should be taken advantage of before the rapidly changing technological environment eclipses public broadcasting's chance to define a better future for an electronic society. (Contains 39 references.) (RS) *********************************************************************** Reproductions supplied by EDRS are the best that can be made from the original document. *********************************************************************** 4,) Public Broadcasting in the NewWorld of Digital InformationServices: What's Been Done, What's BeingDone, and What Could Be Done by Philip A. Thompsen Department of Communication, The University of Utah, SaltLake City, UT 84112 A paper presented to the International CommunicationAssociation, Miami, Florida. May 1992 U.S. DEPARTMENT OF EDUCATION Office of Educational Research and improvement EDUCATIONAL RESONTER INFORMATION PERMISSION TO REPRODUCE SOURCES) THIS CEERIC MATERIAL HAS BEEN This documenthas been reproduced as GRANTED BY received from the person Or organization Originating it C Mtn°, changes bane been made IJ Lmbreve reproduction Duality Points Of view or opinions stated in Me CIOCu meat do not necessarily represent Official OERI position or policy TO THE EDUCATIONAL RESOURCES INFORMATION CENTERIERICI Public Broadcasting in the New World of Digital Information Services: What's Been Done, What's Being Done, and What Could Be Done by Philip A. Thompsen Department of Communication. The University of Utah, Salt Lake City, UT 84112 A paper presented to the International Communication Association, Miami, Florida. May 1992 have difficulty looking ahead comprehen- Introduction sively and systematically, it will not become It may be an understatement to say that public the public service force in American cultural service broadcasting in the United States has had a and political life that its most genuine sup- difficult time defining what it is.It is much easier porters expect it to be. (p. 13) to define it in terms of what it is notbroadcasting What do these "most genuine supporters" expect that is not commercial, or "noncommercial." The public broadcasting to be? Again, it depends on Carnegie Commission suggested the more positive whom you ask, but a common theme is the embrac- modifier "public," yet this has done little to relieve ing of communication technologies for the public the identity crisis; some have suggested that it has good, of using the fruit of technological innovation aggravated it (Crotts & Rowland. 1981: Rowland, not for the enrichment of commercial interests, but 1986b). Other than not being commercial, the for the enrichment of human minds. answer to the question "What is public broad- Included as part of the Carnegie Commission's casting?" depends to a great extent on when the first report on educational television was a paper by question is asked, and of whom. J. C. R. Licklider (1967), who wrote of "televistas," Originally, educational programming (or more futuristic visions of what public broadcasting could precisely, instructional programming was a key become, "possibilities that come to mind when one distinction. The "noncommercial educational" la- deliberately looks aside from the central line of bel is still the preferred term of the Federal thought about educational television and rejects the Communications Commission, yet this designation assumption that educational applications have to be seems increasingly inadequate. Although there are built upon the framework of conventional broadcast exceptions, public broadcasters have adopted many television" (p. 201).Five years later, Frank of the strategies of their commercial counterparts, Korman (1972) asserted that public broadcasters while distancing themselves from an educational "may be on the verge of a new threshold in success- mission. Tune in to public television, and you are ful application of telecommunications technology" likely to find amid the otherwise outstanding pro- (pp. 322-323), and predicted the development of grams a noticeable trend toward commercial "hits" "learner-instruction interaction" in public televi- like The Prisoner and The Lawrence Welk Show, sion programs (p. 324) and public radio subcarrier college football games, aerobic exercise programs, transmission of "electrowriter" services (p. 329). and "classic" films like Herbie Rides Again. After the Carnegie Commission (1979) readdressed While such programming undoubtedly helps public itself to public broadcasting, it was "convinced that television reach a larger audience, and therefore public broadcasting must strengthen its ability to expands its potential funding base, it makes the operate on the frontiers of new technology if it is to prophetic vision articulated by the Carnegie fully serve the Amz.rican people" and recom- Commission (1967), of an alternative broadcast mended a "stronger, ongoing, and more fully inte- service "free from the constraints, however neces- grated research and development capability to as- sary in their context, of commercial television" (p. sist the system in taking advantage of new technol- 99), seem strangely remote, outdated and naive. ogy to meet public needs" (p. 243). More recently, The Carnegie Commission did much to rally public James Fellows (1990) urged public broadcasters to broadcasters around the themes of localism, diver- take advantage of their "unique position" in the sity and excellence. While the value of promoting evolving mix of communication technologies: such goals may be substantial, especially in light of The local, state and national public television the continuing need for federal financing, these systems are in a unique position. No other glittering generalities have provided only a institution in America provides such a suit- sketchy definition of what public broadcasting is able nucleus for exploiting the information, or should be. video and communications technology al- What may be even less clear is where public ready on the scene, which is expanding its broadcasting is going. Willard Rowland (1986a) reach and economies at astonishingly rapid has not been one to mince words about this persis- rates (p. 39). tent myopia: Today, a quarter of a century after the first If public broadcasting is ever to be more than Carnegie Commission report and the Public a relatively minor gap-filler in America's Broadcasting Act of 1967, it seems an appropriate overwhelmingly commercial telecommunica- time to assess the progress of public broadcasting to tions industry, it needs to define its destiny. date, and to consider the "televistas" that may lie As long as public broadcasting continues to ahead. Has noncommercial broadcasting posi- Public Broadcasting & Digital Information Services. p. 2 tioned itself onthefrontiers of new technology? In technology. In fact. public broadcasting pioneered what ways has it. taken advantage of new technol- the first applications of television captioning in this ogy to meet public needs? What has motivated its country. In 1970, when Dr. Malcolm Norwood of the development of new technologies? How has it con- U.S. Department of Health, Education and Welfare tributed to charting the future of America's com- was considering the best way to fund development munication environment? The answers to these of captioning technology, he went first to public questions may contribute to a better understanding broadcaster WGBH in Boston, "because of its repu- of where public broadcasting has been, and where it tation as an innovator" (Loeterman, 1989). Within may he headed. It may even help satisfy the need a year, the world's first television captioning for a clearer definition of the role of public broad- agency, The Caption Center, was founded by the casting in contemporary American society. WGBH Educational Foundation. This paper is an exploration into the progress pub- During the 1970s, much of the development work lic broadcasting
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