This dissertation has been 64-7034 microfilmed exactly as received

LACY, Robert Paul, 1924- DETERMINING THE NEEDS OF TELEVISION AND RADIO AUDIENCES IN THE STATE OF OKLAHOMA.

The Ohio State University, Ph.D., 1963 Speech^-Theater

University Microfilms, Inc., Ann Arbor, Michigan DETERMINING THE NEEDS OF TELEVISION AND

RADIO AUDIENCES IN THE STATE OF OKLAHOMA

DISSERTATION

Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of the Ohio State University

By

R obert Paul Lacy, B. S ., M. S.

********

The Ohio State University 1963

Approved by

1 Adviser Department of Speech ACKNOWLEDGMENT

In completing the final phase of his graduate study the writer wishes to express his sincere appreciation to the following individuals and organizations: To Dr. Harrison B. Summers, his major adviser, for his assistance and guidance throughout the preparation of this work. To the staff of the Oklahoma State University Computing Center for their cooperation and their assistance with the electronic computa­ tion undertaken during the course of this research. To his wife, Fran, and children, Tony and Marty, for the sacrifice of attention and time during these years of graduate study.

Robert Paul Lacy

ii CONTENTS

Chapter Page I IMPORTANCE OF THE STUDY ...... 1 II A STUDY TO DETERMINE "TASTES, NEEDS, AND DESIRES" ...... 12 HI EXPOSURE OF THE SAMPLE TO TELEVISION AND R A D IO ...... 24 IV IMPORTANCE OF NEWS, WEATHER AND AGRICULTURAL REPORTS ...... 36 V THE IMPORTANCE OF EDUCATIONAL, RELIGIOUS MINORITY, PUBLIC AFFAIRS, EDITORIAL, AND POLITICAL PROGRAMS ON RADIO AND TELEVISION ...... 46 VI THE IMPORTANCE OF CHILDREN'S PROGRAMS, LOCAL SELF-EXPRESSION PROGRAMS, LOCAL TALENT PROGRAMS, PLAY-BY- PLAY SPORTS AND ENTERTAINMENT ON RADIO AND TELEVISION ...... 59 VII EVALUATIONS OF RADIO AND TELEVISION .... 71 Vni SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS...... 82 BIBLIOGRAPHY ...... 104 APPENDIXES ...... 109 A ...... 110 B ...... 125

ill TABLES

Percentages of Persona Among the Various Groups Who Replied to the Audience Needs Questionnaire...... 14 Characteristics of the Sam ple ...... 15 Radios in the Homes and Offices of Nine Selected Groups in O klahom a ...... 25 Television Sets in the Homes and Offices of Nine Selected Groups in Oklahom a...... 28 Extent of Viewing During the Seven Days Preceding Completion of the Q uestionnaire...... 31 Television Shows Respondents Made a Real Effort to See R egularly...... 33 The Importance of Nfws, Weather, Market Reports and Agriculture R ep o rts...... 37 The Importance of Educational, Religious, Minority and Public Affairs Programs, Editorials and Political Program s ...... 49 Viewing of Public Affairs Shows by Respondents During the First Five Months of 1961 ...... 55 The Importance of Children's Programs, Local Self Expression, Local Talent, Play-By- Play Sports and Entertainment ...... 61 Persons of Nine Selected Groups in Oklahoma Who Feel that the Radio and Television Stations are Doing a Good Job of Providing the Type of Programming Those Persons Consider I m p o r ta n t ...... 73 The Relative Importance of all Types of Programs Studied...... 85

iv CHAPTER I

IMPORTANCE OF THE STUDY

Since Congress enacted the Federal Radio Act in 1927, broad­ casting stations have been licensed to operate "in the public Interest. " The term "public interest, " according to at least one writer, was in­ serted in the act to give the Federal Radio Commission discretionary pow ers. * A huge body of regulation, opinion, and court rulings has been developed over the years concerning the interpretation of the public interest. The Federal Radio Commission (F. R. C .) and its succeeding agency, the Federal Communications Commission (F.C .C .) for the 2 most part interpreted the public interest on a case-to-case basis. The federal courts have been particularly broad in their inter­ pretation of the public interest when called on to review a decision by the F. R. C. or the F. C. C. The Supreme Court of the United States explained in a ruling that "it would be difficult, if not impossible to formulate a precise and comprehensive definition of the term public

^Sidney Head. Broadcasting in America (Boston: Houghton Mifflin, 1996), p. 32?: 2 Federal Communications Commission, Public Service Responsi­ bility of Broadcast Licensees (Washington: Government Printing Office, 1946), p. 12.

1 2

« Interest. There have been three major efforts since 1927 to crystalize the various opinions, decisions and rulings concerning this elusive idea of public interest. The first was in connection with a Federal Radio Commission ruling on an application to increase the power of a Chicago radio facility--the Great Lakes decision of 1928. The second effort to bring together various opinions and decisions was made in 1946 by the Federal Communications Commission and was issued in a report entitled "Public Service Responsibility of Broadcast Licensees "--referred to as "the Blue Book. " The third compilation of opinions concerning the "Public Interest" was completed in 1960 by the F.C.C. and entitled the "En Banc Programming Report. " The concept of broadcasting in the public interest was mentioned in many ways by Congress when it enacted the Federal Radio Act. In 1934 when the act was reinstated as the Federal Communications Act, this term was reaffirmed. In these pages, only the body of opinion and decisions concerning public interest as it relates to programs will be used. The F. C. C. and the F. R. C. have, in the course of deliberation, used the term public interest to justify actions concerning many other phases of broadcasting, from construction details to the licensing of engineers. When deciding which program practices are or are not in the public interest the Commissioners are limited by a specific section of the Federal Communications Act, which was set forth in the Radio Act-- the prohibition of censorship. Congress has warned the Commission in

3 WOHO, Inc. v. Federal Communications Commission, 153 F. (2d) 623 (1946), 329 U.S. 223. (1946). 3

Section 336 of the Act that , Nothing in this Act shall be construed or understood to give the Commission the power of censorship over the radio communications or signals transmitted by any radio station, and no regulation or condition shall be promulgated or fixed by the Commission which shall interfere with the right of free speech by means of radio communication. The three prctancements concerning programming in the public interest were written with Section 326 of the Act in mind.

Great Lakes F.R.C. Opinion The first of these prcnoncements was issued by the Federal Radio Commission in 1928, only one year after Congress had enacted the Radio Act. Three Chicago stations, which had been sharing time on the same frequency, applied for an increase in power. The commis­ sioners granted the increase in power for the frequency but issued licenses to only two of the applicants--one of which was Great Lakes Broadcasting Company (WENR). Implying that the one applicant was presenting programs of limited value to the "entire listening public" the Commission stated: The tastes, needs and desires of all substantial groups . . . should be met in some fair proportion, by a well-rounded program in which entertainment, consisting of music of both classical and lighter grades, religion, education and instruction, impor­ tant public events, discussions of public questions, weather, market reports and news, and matters of interest to all members of the family find a place.4 These nine desirable program types were established by the Com­ mission in 1928. Various members of the Commission in their rulings

4 Federal Radio Commission, Great Lakes Broadcasting Co., Docket No. 4900; cf. 3rd Annual Report of the F.R.C. p. 32. 4 have endorsed this list by referring to it as comprising a well-rounded programming presentation.

The "Blue Book11 The list of programs was expanded and defined more completely in the Commission's "Public Service Responsibility of Broadcast Licensees" in 1946. This publication, known as the "Blue Book. " noted that "the Commission must determine with respect to each appli­ cation granted or denied or renewed, whether or not the program service" is in the public interest.5 The "Blue Book" explained that "a useful purpose is served . . . by over-all reviews of Commission policy. " The programs specifically mentioned as essential to operating in the public interest were local live programs, discussion of current public issues, programs for minority groups, religious, agricultural and educational programs. Two program "types" added to the list of nine in the Great Lakes ruling were programs for minority groups and agricultural programs. The "Blue Book" was viewed for some time by many broadcasters as an advisory on programming their stations. By examples of station programming which had been questioned in the past, broadcasters were instructed that the Commission planned "a procedure involving a more detailed review of renewal applications. " implying that the agency would no longer "automatically renew licenses . . . in cases where there is a vast disparity between promises and performances. " Commission

K Federal Communications Commission. Public Service Responsi- bility of Broadcast Licensees (Washington; Government Printing Office, t o r t . 7 . “n r------

6Ib id .. p. 12. 5 record! fell to ehow Increase* in denials of renewals immediately after the issuance of the "Blue Book. " Some results of the "Blue Book" were felt immediately. Licensees were asked to state for a composite week the total percentage of time devoted to seven (or possibly more) program types* including entertainment* religious* agricultural* educational* news* discussion* and talk programs as specifically listed in Section IV of the Broadcast Application Form 301. This list was expanded from the 1927 renewal forms which asked the average time devoted weekly to entertainment* religious* commercial* education* agricul­ tural and fraternal programs. The Commission in preparing the "Blue Book" was aware that it could expect charges of violating the censorship provisions of the enabl- ling act. To support its contention that it "is under an affirmative duty* in its public interest determinations* to give full consideration to pro­ gram service* " a U.S. Supreme Court opinion was cited tracing this 7 obligation from the beginning of federal regulation of radio. The Court ruled that the public interest is served not only by an examination of the economic resources and technical qualifications of the applicants but that . . . comparative considerations as to the services to be rendered have governed the application of the standard of public interest* convenience* or necessity. & If there had been doubt before, there was no doubt after 1946 that the Federal Communications Commission was concerned with program­ ming when stations applied for renewal of their broadcasting licenses.

7Ibid. * p. 12.

8NBC v. United States* 319 U.S. 190 (1943) 6

In 1960 the Cointnieaion again issued a statement of policy on program ­ m ing.

The En Banc Programming Report The investigation which resulted in the "Report and Statement of Policy Regarding Commission Bn Banc Programming Inquiry" had its roots in an order which reviewed a number of Commission reports on o the stations' selections of network television programs. Late in I960 the Commission decided to Investigate in depth the standards by which licensees select programs and other broadcasting materials. In addi- tion the Commission decided to review its own policies on programming. Hearings began En Banc December 7, 1959. More than ninety " — — — | witnesses testified before the hearings were concluded February 1, 1960. The resulting report, condensed from more than four thousand pages of transcript and exhibits, reaffirmed various opinions and rulings that the Commission despite Section 326, which prevents censorship, is obligated to protect the public interest by maintaining its concern with programming of broadcasting stations. ^ The Bn Banc report, as did the "Blue Book, " cited the United States Supreme Court decision which ruled that federal regulation since its "very inception" has been con­ cerned with "services to be rendered" by an applicant when comparing prospective broadcasters. ** The Bn Banc report charges the

Q Federal Communications Commission, Order for Investigatory Proceeding Docket No. 12782 (Feb. 26, 1959).

^Federal Communications Commission, Report and Statement of Policy Re: Commission Bn Banc Programming Inquiry, Public Notice BflPffTO T ruly 29. 1980).------

11 NBC v. United States. 319 U. S. 190 (1943). 7 broadcaster with a non-delegable duty to serve the interest of the com­ munity he represents. The broadcaster is advised that The principal Ingredient of such obligation consists of a diligent, positive, and continuing effort by the licensee to discover and fulfill the tastes, needs and desires of his service area. If he has accomplished this, he has met his public responsibility.12 This obligation of the licensee to discover his listeners’ "tastes, needs and desires" was not a stray thought in the En Banc report. Again the broadcaster was instructed that he is . . . obligated to make a positive, diligent, and continuing effort in good faith, to determine the tastes, needs, and desires of the public in his community, and to provide programming to meet these needs and interests. *3 The Commission then gave instructions as to how this continuing effort should be made and stated that it intended to make revisions whereby it could be notified in Part IV of its Application Forms (either Form 301 for a new license or Form 303 to renew existing facility): . . . the measures he has taken and the effort he has made to determine the tastes, needa and desires of his com­ munity or service area . . . 4 The Commission ruled out a "pre-planned program format" com­ piled by the applicant and submitted to the Commission with "compli­ mentary references from local citizens. A two-step procedure was suggested: What we propose is documented program submission pre­ pared as a result of assiduous planning and consultation

12Ib id ., p. 13.

13Ib id ., p. 14.

l4Ibid., p. 17.

15 Federal Communications Commission, loc. clt. 8

covering two main areas: first, a canvass of the listening public who will receive the signal and who constitute a definite public interest figure; second, consultation with leaders in community life--public officials, educators, religious, the entertainment media, agriculture, business, labor--professional and eleemonsynary organisations, and others who bespeak the Interests which make up the community. 18 The Bn Banc findings and opinions were defined and reinforced in 1961 by announcement of proposed rule proposing to expand the informa­ tion needed to apply for a new license or to renew a license. Under the proposal, rules would be changed to require applicants to state briefly their past efforts to ascertain the needs and interests of the audience to be served, and to report meetings with civic leaders concerning the 17 needs of their community. The information, as proposed, was to supplement that already in Section IV of the F. C.C. 301 form for a new applicant and the 303 form for a renewal. These two forms require the same information on pro­ gramming. This includes a "promise" of the percentage of time to be devoted to entertainment, religious programming, agricultural pro­ gramming, education, news, discussion, talks and others selected by the applicant. The additional information, as proposed by the Federal Communi­ cations Commission, would demonstrate that the licensee had in fact tried to tailor his programming to his community or service area.

1R Federal Communications Commission, loc. cit.

17 Federal Communications Commission, A Notice of Proposed Rule Making Docket No. 13981 (February 17, lffBTlT 9

Tsst Case of Commission's En Banc Proposals The Commission was ewift in applying the principal of program* xning for the service area. In June of 1961, less than four months after the order which proposed the new application rules, the Commission denied an application to build a Frequency Modulation station at 18 Elizabeth, New Jersey. The applicants. Suburban Broadcasters, had applied for three permits to build stations (the construction permit being the first step toward receiving a broadcasting license). The applications for all three permits*-in Illinois, in California and in New Jersey--were identical in their program proposals. The New Jersey application was denied on the grounds that Suburban . . . made no showing as to Elizabeth programming needs and a determination of whether Suburban's programming proposals would be expected to meet such needs is rendered impossible. In essence, we are asked to grant an applica­ tion prepared by individuals totally without knowledge of the area they seek to serve. The other two applications were accepted. The Elizabeth station already had been given tentative approval by a hearing examiner. The Commission, it was speculated by broadcasters, was using the Elizabeth application as a case to test the applicability of its proposal to require programming to serve the listening area. Suburban appealed the deci­ sion to the United States Court of Appeals in Washington, D. C. Section 326--the part of Communications Act which prohibits the Commission to censor broadcasters--had been transgressed according to the Suburban argument. The broadcaster complained to the court

18 Federal Communications Commission, Suburban Broadcasters Docket Number 13332 (June, 1961).

19Ibid. 10 that the Commission was censoring if it denied an application on grounds that its programming was inadequately planned--that the Commission was, in fact, censoring a broadcasting station. The Federal Court refused to uphold the contention of Suburban, in a decision brought down in March of 1962 and the United States Supreme Court upheld the lower court decisions. 20 The Federal Courts in upholding the Commission in its desire to require programming proposals fitted to the service area of a station cleared the way to a change in the application forms. At this writing in late 1963, the forms remain the same as they were prior to the En Banc inquiry and its subsequent report. Many broadcasters expect that the "continuing" study of listening area needs will become a part of the forms for applying for a station license and for applying to renew a license. The Commission has given the guidelines for this "continuing" study: first, that the broadcaster consult with certain leaders in the service areas concerning their desires for programming to serve their groups, and second, that certain types of programs, in the Commission's opinion, are desirable. The broadcaster applying the information from the leaders and using the program forms considered desirable would then be fulfilling some of his obligations to serve the public interest. The Commission is assuming that certain types of programs are of prime interest to certain groups. Examination of the manysu rv e y s concerning audience preferences indicate that the Commission has

20Henry v. the Federal Communications Commission, 302 F. 2d 191 (D. C. Cir. 1962), certiorari denied 371 U. S. 821, 83 S. Ct. 37 (1962). 11 advanced a sample of the audience that haa previously been ignored. Audience surveys generally are only incidentally interested in the specific occupation and leadership position of their respondents. This study will report a survey of the opinions of the leaders of the "special interest" groups listed in the En Banc report on pro­ gram m ing. CHAPTER II

A STUDY TO DETERMINE "TASTES, NEEDS, AND DESIRES"

Data for the study reported in these pages were gathered from questionnaires completed by more than 2300 community leaders in Oklahoma. The leaders were suggested by the general "interest" groups listed by the Federal Communications Commission in its Bn Banc inquiry report. The purpose of the study reported here is to find out which radio and television program types community leaders in Oklahoma consider important to the best interests of their own organizations, the state and the general public. The concepts that community leaders have about programming are contrasted with those concepts of the Federal Com- munication Commission members. Incidental to the study of community leaders and programming, this present study will report on the access of these leaders to radio and television by compiling information they supplied on set ownership and listening habits. In addition, a number of criticisms of radio and television, which were raised by the respond­ ents will be reported and discussed in the following pages.

Characteristics of the Sample Questionnaires were mailed to 10, 014 persons in positions of leadership in Oklahoma May 29, 1961, Each person was either in a position of leadership or had been ranked as "successful and outstanding"

12 13 in a particular field of endeavor. Usable forms were received from 2, 315 persons—a rate of return of 23 percent (note Tables 1 and 2). The major breakdown of responses was to be according to the "interest'1 groups—businessman, professional man, farm wife, and the like. Since the information was available to the study, and in the hope that the added information might help in gaining insight into answers by respondents, another breakdown of responses was made according to the size of community. Since mailing lists were available from a number of sources, each name was checked to avoid duplication. Where such duplication occurred an arbitrary decision was made about which field of endeavor might be of the most interest to the respondent. The name was struck from the list which, in the opinion of the writer, seemed of least impor­ tance to the person. Since very few of these duplications occurred these value judgments were expected to have little effect on the final tabulated results.

Eleemonsynary organization. The American Association of University Women Oklahoma Chapter was chosen to represent organi­ zations known for their devotion to good works and services. Ques­ tionnaires were sent to all 450 active members of this group with a response of a little more than 34 per cent.

Business and professional organization. Both men and women were included in the business and professional organizations receiving questionnaires. State offices of the Lions Club, Kiwanis Club, Rotary Club and Business and Professional Woman's Club provided the names of every member of their organizations, Using information from the 14

TABLE 1

PERCENTAGES OF PERSONS AMONG THE VARIOUS GROUPS WHO REPLIED TO THE AUDIENCE NEEDS QUESTIONNAIRE

Group Number of Persons Percentage to whom Who R eturned Questionnaire U sable Was Sent Questionnaire

C lergym en 2118 22. 1%

College Professors 987 24.0%

School T each ers, O fficials 2211 17. 9%

E lected O fficials 952 16. 5%

Business A Professional 1188 24. 2%

Labor Leaders 568 23.2%

F a rm e rs 770 31.0%

F arm Wives 770 31. 6%

AAUW M em bers 450 34. 4% 15

TABLE 2

CHARACTERISTICS OF THE SAMPLE

Total Number of Percent Persons from This of all Group Who Provided Persons Replying Information

GROUP Clergy 469 20.3% College Professors 237 10.2% School Teachers, and Officials 395 17.0% E lected O fficials 157 6.8% Business A Professional 288 12.4% L abor L ea d ers 132 5.7% F a rm e rs 239 10. 3% Farm Wives 243 10.5% AAUW M em bers 155 6.8%

TOTAL 100.0%

SIZE OF COMMUNITY

Living on Farms 396 17. 1% Less than 2,500 Population 593 25.6% 2,500 to 10,000 Population 580 25. 1% 10,000 to 25,000 Population 282 12.2% More than 25,000 Population 464 20.6% TOTAL 100.0% 16 state offices questionnaires were mailed to every local president and secretary of the Junior Chamber of Commerce and to every local officer in the state's various Chambers of Commerce. Professional directories provided the names of the practicing physicians and lawyers in Oklahoma. The state Bankers' Association membership booklet was the source for the name of every affiliated bank officer in the state. The final list of business and professional men and women, without duplications, totaled 1188. Questionnaires were returned from 288 of these—a response of 24 per cent.

Educators. Two educational groups were selected to receive questionnaires--college professors and officials and teachers in the elementary and high schools. The names of the college teachers were secured from the Okla­ homa Educational Association membership rolls for the 1960-61 school year. A total of 987 college teachers were sent forms with a response of 237 usable returns--a response rate of 24 per cent. The Oklahoma Educational Association membership also yielded the names of all teachers in high and elementary schools. In addition to the teaching staffs, names of school board members, superintendents, and principals for the 1960-61 school year were provided by the Okla­ homa Board of Education. This second group of educators—those connected with the elementary and high schools--totaled 2, 211. Three hundred and ninety-five usable returns were sent by this group--a response of 18 per cent.

Elected officials. The 1961 Oklahoma State Election Board booklet containing names of every elected official at state, county. 17 township and municipal levels was the source for the sample portion of elected officials. A mailing of 0S2 yielded a return erf 157, which is a response rate of 16.5 per cent.

Outstanding and successful farmers. Members of this group were selected by county agents in the 77 Oklahoma counties. Every county agent was asked to name the ten "most outstanding and successful" farmers in his county. The total returns from 770 farmers who received questionnaires was 239--a rate of 31 per cent.

Outstanding and successful farm wives. Home demonstration agents in Oklahoma provided this list of women in a fashion sim ilar to the list provided by the county agents. Incidentally there were no 'Tiusband and wife" duplications in this list, so a total of 770 question­ naires was mailed to this group. Two hundred and forty-three farm women completed questionnaires—a rate of return of about 32 per cent.

Labor officials. No published list of local labor leaders is available in Oklahoma. The state headquarters of the American Federation of Labor-Congress of Industrial Organizations, however, agreed to mail questionnaires to every local president, vice president, secretary, business agent and other union official on the local union payrolls. This was a total of 450 letters. Usable answers were received from 155 labor union officials--a rate of a little more than 34 p er cent.

Religious groups. A total of 2, 118 members of the clergy re­ ceived questionnaires. Ministers of every religious organization listed by the Oklahoma State Council of Churches (Protestant) were sent 18 letters, as well as all the members holding executive positions in the various state organisations. Questionnaires were also sent to every Roman Catholic parish priest and assistant parish priest in the state. Jewish religious leaders were not included in this group, since the number of those of that faith is small. Forms were filled and returned by 469 in the religious group—a rate of 22 per cent.

The Questionnaire Many of the questions used in the survey reported in these pages were fashioned to get responses concerning the program types which have been termed desirable by the Federal Communications Commis­ sion. The questionnaire was in a pamphlet form with 16 pages, each half the size of a regular sheet of typing paper. A total of 23 questions, some multi-part, were asked. A copy of the questionnaire is provided in Appendix A. Questions which are reported in this present study were grouped in five areas of interest. Respondents were asked about a. the availability of radio and television sets to them at home and at work. b. their preferences in programs and their listening habits. c. the importance they attach to specific types of program­ ming listed in the En Banc inquiry report. d. the amount of broadcast time that should be devoted to the various programs considered desirable by the Commission. e. their principal criticisms of programming being presented at the time of the survey on radio and television stations in Oklahoma. The series of questions to discover the "availability" of the respondents to watch or listen to programs was necessary since it was not known whether persons in these "leadership" positions have the time for extensive listening reported by various commercial rating services 10 from time to time. In every instance where it was possible the questions were written to elicit exact information; for example, the respondent was not asked whether he was a "light, " "medium, " or "heavy" listener but was asked to give the number of hours he had listened or viewed during a certain period of time. Efforts were made to get a clear picture of the attitudes and opinions of the respondents concerning various program types. For ex­ ample there were questions asking program types the respondent felt important to listeners and also how much time should be devoted to such programs. In writing the questionnaire it was assumed that the respond­ ent might feel strongly that there should be a type of program on the air but feel that there should be only a small percentage of broadcast time devoted to it in relation to other program types. The section on criticism was designed as "open end, " giving the respondent a chance to "speak his piece. " This section proved to be of significance in the study since the respondent not only was generally interested in answering the questions but in at least half of the returned forms expressed himself more fully by letter or in the margin of the questionnaire. Every effort was made to assure that the questionnaire, despite its length, would be easily read. A number of explanatory notes were used to introduce questions. A small pilot survey was conducted with respondents in "leadership" positions filling out the forms and com­ menting on their understanding of the information. Several adjustments in wording and organization stemmed from the pilot study before the final form was presented to the sample. 20

For example a number of questions were to be answered for both radio and television programming. Since the pilot study respondents expressed confusion In comparing radio programming in 1961 with television programming in the same year, radio programming was, as a result, present in a separate section of the survey or with separate questions. A cover letter, asking the cooperation of the respondent and signed by President Oliver S. Willham of the Oklahoma State University was included with each questionnaire.

P ro c essin g Processing of the returns began prior to the cut-off date, July 1, 1961. As questionnaires were received they were examined for their completeness. Forty-one questionnaires were discarded as being incomplete. Early returns and late returns were compared for possible variation of response--no appreciable differences could be found. All questions were encoded for tabulation by an I. B. M. 650 computer with the exception of those which were "open end" and did not lend themselves to this type of procedure.

Findings Results of the tabulations are reported in the following pages. Chapter III examines the access of leaders to broadcast programs and extent of listening and viewing by them. Chapter IV contains the examination of responses concerning news, weather, market reports and agricultural reports. Chapter V covers educational programs, religious programs, public affairs programs, editorials, political programs and programs devoted to special interests. 21

Chapter VI ie concerned with the importance of programs for children, opportunities for local self-expression, local talent programs, sports and entertainment programs. Chapter VII is devoted to criticism s voiced by respondents and an examination of the comparative views of headers" about program ty p es. Tables will supplement the text where necessary to bring together information for relationships between responses. From time to time information will be presented concerning relationships of responses between groups which may not be listed in the tables. This will be particularly true in breakdowns which have been tabulated but not pre­ sented concerning the sise of community of respondents. Some rela­ tionships of significant interest were uncovered in an examination of the tabulations, but not sufficient in number to warrant presentation of every table. Other condensations of information will be made from time to time in the tables. Explanations of these will be in the accom­ panying text.

Limitations of the Study Despite efforts to foresee problems and limitations in the organi­ zation of the study plan, a number of these "cropped up" as the study progressed to tabulation and reporting. One limitation was expected and must be recalled throughout the reporting of the study. It is inherent in the sti&y and concerns the very idea of leadership. There is no assurance that merely because a person holds a position of emminence or office of responsibility that he is necessarily the "leader" of his group. A number of studies in other fields have shown that leaders are not necessarily those who hold 22 positions of authority. On the other hand, it should be noted that the leaders as reported in this survey are important because of their inter­ pretation of their groups' "tastes, desires and needs" and most likely are quite qualified to express these. Granting that the leaders, as reported In this study, might not be leaders in all aspects of their relations with their groups, total sample who received questionnaires probably would Include a large number of actual leaders. The problem is the rate of return, which might be selective of a certain type of leader. About all that can be assumed is that the leaders in the actual sample are 23 per cent of more than ten thousand persons in the state, in various positions of leadership who were interested enough to answer a questionnaire on broadcasting. There was evidence in the summation of the returns that the dif­ ference between farm women and farm men responses was quite small. It is assumed that the questionnaire was indeed selective as interest groups since both are primarily interested in agriculture. This does not reflect a weakness in the survey but possibly suggests that some other interest group might have been selected rather than one group or th e o th e r. The questionnaire itself may have been a limiting factor. It was sixteen pages of fairly small print. For purposes of this study some questions--particularly those relating to station preferences--might have been eliminated since they were of little use in the overall plan. The open end section of the study--though of limited value in quantifica­ tion--reveals a number of questions that should be asked concerning criticism s in any future research of this nature. The wording of the questions may have limited the number of responses. Despite efforts to make the questionnaires "readable, " 23 there was some confusion in the use of s number of words which respon­ dents circled with accompanying question marks. The words circled were isolated* and no pattern of misunderstanding was apparent. Farm wives expressed some confusion when confronted with a question concerning broadcasting sets in their offices or places of business. The use of the term "minority groups" was confusing in the way it was used and aroused some hostility since it implied that they were in a minority group. The rate of reply* as in most surveys* was less than hoped for. Lack of facilities for a follow-up letter probably had something to do with this. The cost of sending out nearly 8* 000 additional letters was prohibitive in this stuffy. Processing of the Information was difficult In direction relation to the length of the questionnaire. The open end questions brought on the necessity of using hand tabulation. Yet this variation in tabulation brought some of the most provocative results. The shortcomings of the study notwithstanding, a total of more than two thousand Oklahomans in positions of leadership commented in decisive fashion on their views concerning broadcasting programs. The opinions of the sample came in a number of shapes and sizes. There seemed to be some real differences in the points of view expressed according to interest groups. It may be assumed that those replying were not frivolous in answering a sixteen-page questionnaire. Their replies* in the w riter's opinion, are quite sincere. A number of the respondents volunteered to take part in program planning with stations or in future studies should the need arise. CHAPTER HI

EXPOSURE OF THE SAMPLE TO TELEVISION AND RADIO

A photograph, to have clarity and contrast, muit have had the correct exposure of the film. In a similar manner the amount of time that the sample spends before the television set, or listening to the radio, is of great importance to this stucfy. To learn this exposure of the sample to broadcasting a series of questions were asked to deter­ mine the availability of broadcasting sets--AM, FM, and television-- to the members of the sample and then to discover the listening and viewing habits of the sample.

Availability of Radio

Nearly every member of the nine interest groups in the survey

had an AM radio set in his or her home. Set ownership, as described in Table 3, ranged from nearly 95 per cent for elected officials to a little over 99 per cent for labor leaders. The figure of 98. 1 per cent for the total sample indicates some variance with the Census Bureau estimates published in I960, which fixes the AM radio set ownership in homes at 87 per cent. The sample average also exceeds Census Bureau figures of a national average of 91. 3 per cent AM radio set ownership. It should be noted that at the time the Census Bureau released its figures on radio set ownership there was considerable objection

24 25

TABLE S

BAOOB Of THE BOMBS AND OFFICES OF MBS SELECTED OMOUPS IN OKLAHOMA

Total Pamaat Far Caat Far Caat with ta wttb AM wtib FM Badto teOffloa Qroop Radio la Noma Radto.ta Boom or Flaoa of Boalnaoa

AooorStag tot

ALL BBSFOMDBMTB (ISIS) 00.1* SO. 1* 40. •*

OBOVP

CIwBfnm (411) Of. 4 SO. 1 SS.3

CoUaga P r to iM n (SSI) •0.1 M.0 SS.f

School T w rttr i (Ml) OS.I ‘ SO. 1 M.0

Blaetod ometala (101) •4.0 10.0 SO.O

Boataaaa aM Pmfeaatanalo (1M) OT.t If. 4 00.1

Labor Laatfon (IIS) •0.S 14.0 40.1

F irm a n (SSS) •O.f SO. 1 40.0

Farm W twi (SSI) M .l S0.0 40.1

AAUW Mombon (111) •0,t SO.O M.l saggoo^Mywn Ltvtag on Farms (SM) M .0 S0.f 30.1

Lass than 1,000 (MS) Of. 1 S3. 1 41, 0

S, 100 to 10,000 (MO) Of.O Sf.O 44.0

10,000 to SO, 000 (SOS) •f.S Sf.f 30.0

M on than SO, 000 (404) 00.0 30.0 SO.f

NOTEi rtinirnalmatoly 00* of all nspondoata raturnod Information coaeaming aat ownership* Aa aw apMw ooaamO with tha quaatloa eonoamtag oata ta tha offloa or ploaa of baataaao whan farm an and farm wlvao retam sd only ft* and to*. raapacttraly. 28 that the number• were lower than the actual number of famillee with eete in the varioue etatee. Oklahoma radio broadcaetere were among thoae protecting that the number of eete in the etate wae higher than the Ceneue figure of 84. 3 per cent. The availability of radio brought a number of eharp comments both critical and in praise of the medium. There wae particular criticism of signal interference. A business man in a community of 2, 500 to 10, 000 w rote: The evening and night programs are jammed with too many stations and then cut power to where no stations come in c le a r. On the other hand another business man in a community of the same site took another view of the profusion of stations: There are enough radio stations which have a large enough variety of programs that by a little selective tuning you can find about any type of program you desire. Ownership of FM radios in the homes ranges from a low of nearly 25 per cent for labor leaders to a high of nearly 31 per cent for college professors. This probably accounts for a high of nearly 38 per cent of the sample in Oklahoma towns of 10, 000 to 25, 000 population, because most colleges in Oklahoma are in towns of this size. A little more than 28 per cent of the sample reported they had working FM sets in their homes. This is in contrast to some studies reported by FM stations which report 50 per cent home penetration and even higher for the upper socioeconomic classes. Keeping in mind the "selectiveness" of this sample there is little indication that FM has such high penetration into homes of persons in positions of authority. Radio set ownership in places of business and office presents a broad range of response. Well over half of the business and professional 27 group reported eete in their officee end bueineeeee. Leee then e fourth of the college profeeeore heve eete in their officee. About e fourth of the fertn wivee end farm ers did not enewer thie queetlon—reflective of the confueion eroueed over the wording of the queetionneire eeking if e radio wee loceted in their "office or piece of bueineee. " Lietening to redio et work ie e greet joy to eome of the respon- dente. A member of the Unlvereity Women group, living in e com­ munity of from 2, 500 to 10, 000 populetion commented: "The lete hour® on redio ere the greeteet thing ever invented for night workere. "

Availability of Televieion Sete

More then 95 per cent of the reepondents in thie survey reported heving e television receiver in their home. This figure is well over the netionel report by the Census Bureeu in 1960, estimetlng thet 91. 3 per cent of the nation's homes hed sets. The Oklahoma set distribution according to the Census was 84. 3 per cent. The lowest number of sets in the survey reported in these pages was college professors with 92 per cent of the homes equipped with sets. Table 4 shows that nearly 98 per cent of the labor leaders and business and professional groups reported they have television in their homes. Nearly 96 per cent of the total sample had television in their homes. The question of set ownership set off a number of comments by various respondents--most of which were uncomplimentary to televi­ sion. One interesting note was jotted in a fine Spencerian script from a minister in a community of from 2, 500 to 10, 000 persons: 1 do not have a TV and do not watch one elsewhere. I can recall one TV program I ever saw that I can say gave me any interest whatever. It was about genetics, and used ballet technique to make its points, which I thought excellent. All the rest, including the Shakespeare TABLE 4

TELEVISION SETS IN THE HOMES AND OFFICES OF NINE SELECTED ONOUPS IN OKLAHOMA

Number Par Cant Par Cent tn with TV with TV in Group In Home Office or Bvaioeea According to:

ALL HESPONDENTS (S)l»> 00.0% 11. 1%

QHOPP

Clergymen (4M) 94.4 7.0

Collect Professors (SSI) M. 0 10.1

School Teachers (MS) M. 7 II. I

Elected Officials (1S7) M.l 3.3

Business and Professionals (SSI) §7, S 13.4

Labor Leaders (131) *7.7 0.3

Farms ra (IM) M.7 7.1

Farm Wives (143) SI. I 7.1

AAUW Members (IIS) M. 1 1.1

SIZE OF COMMUNITY

Living oa Farms (3M) II. I 7.1

Lena than 1.100 (III) 13.1 10. 3

1 ,100 to 10,000 (1001 M .l 11.3

10,000 to II, 000 (III) M .l 0.3

Mora than 11,000 (414) 07.1 11.0

NOTE: Approximately00 % of all respondents returned information concerning set ownership regarding sets in the offios or place of business, however, farmers and farm wives returned only 70% and 03%, respectively. 29

I once eat through, I thought a mess. When I am in earehot of a TV set I find I am also in gunshot range and this is a powerful temptation. Frankly, I do not think anything can be done about TV or radio. Popular taste is now, as always, quite low, and if some scheme is adopted to put a 'Yloor ' under what is possible to broadcast, there would still be avid competition for the lowest possible tastes allowable. Continuous pressure will be exerted economically, and politically, to browbeat the censorship in redirection of leniency for the popular itch. Even the British, with a long and powerful aristocratic tradition, and an on- the-whole sensible civilisation, were forced to adroit commercial TV as competition to BBC. We don't have a chance. I feel that the people of the whole world would be far better off if it did not exist (TV). For the immediate communication of information, radio has a marginal usefulness (though it has little of that for me personally). For any suppositious benefits it con­ veys it seems to roe to have conveyed appalling ills-- vacant mind, apathetic addiction, etc. I have four children, the youngest of whom is now sixteen, 1 have Intentionally kept TV out of our home (and for their younger years, even radio) so that they would learn to read with as much eagerness as I did. They did. They won scholarships (competitive) and have obtained educations that they could not otherwise have gotten. I am proud of them, and they are grateful for their advantages. 1 cannot think of anything they lost. They were certainly delivered from the too pre­ valent vacuous idleness of mind, sitting being in view of nothing . 1 Only people living in the small communities of less than 2, 500 reported having a smaller percentage of the sets than the average of the group--this group reported nearly 94 per cent penetration of tele­ vision. The city is more likely to have television in the place of business or office. Fifteen per cent of the businesses reporting from communities of more than 25, 000 population had television sets at work.

*Note: No correction was made In this respondent's note for fear of destroying the obvious sincerity of his thought. 30

School teachers, perhaps reflecting the use of television in the classroom, were the most likely to have television sets in their office. Nearly 23 per cent of those reporting had office sets. This percentage is almost eight times that of the television sets reported in public officials offices and nearly twice that of the business and professional group.

Amount of Viewing by the Sample

Each respondent was requested to "make a rough guess" as to the number of hours he spent watching television in the seven days immed­ iately preceding the day he answered the questionnaire. Farm wives estimated themselves to be the most faithful viewers with nearly 25 hours a week before their sets. The average for the total sample was nearly 15 hours, as reported in Table 5. Clergymen estimated a little more than nine hours a week watching television--the lowest figure for all Interest groups. Labor leaders were unusually heavy listeners by their own estimations with an average of a little more than 21 hours devoted to viewing weekly. Only two interest groups, the clergymen and the business and profes­ sional respondents, estimated they spent less than the average for the total group watching television programs. Farm respondents, despite the fact that the week reported was in the busy days of spring, reported the highest weekly viewing with nearly 22 hours estimated. Estimations by the respondents varied in inverse proportions to the size of the community in which they lived. The high interest by farm ers in television might be expressed by one respondent—a farm er in a community of 2, 500 to 10, 000: "I would not have wanted to die before TV was invented. It has served mankind 31

TABLE I

e x t e n to r v n tw o n d u m n q t u b n v m days p n b c e o n o c o m p l e t io n o r t h i qubstiommaiiie

Total Average Average la Number o d b u n Nwaber of H tvn Spout Group Spout Viewing TV Viewing Ed. TV Cbaaaolo 11 and II

AeoordUm to:

ALL RESPONDENTS (ISIS) 14. • 0.1

OKOUP

Clergyman (400) S. 1 0.1

College Profeeaore (137) 10. T 0.S

School Teachere (SSS) 13.0 0.0

Elected Officiate (1S7) 10.4 0.1

B m Im i i A Profeaaionala (IM> IS. I 0.1

Lobor Leadere (131) 11. I 0.1

Parma re (33t) IT. 4 0.1

Firm Wlvee (143) 14.1 0.3

AAITW Membere (IBS) 17.4 0.S aaaagcgwMVwn Living oa Parma <3M) 11.7 0.3

Looo tbaa I, BOO (BBS) 14. B 0.3

I, S00 to 10,000 (BB0) 14.4 0.4

IS, 000 to IS, 000 (IBS) 13. B 0.4

More tbaa IB, 000 (404) 11.1 0.4 32 far more and at leaa expense than going to outer apace. " A college profeaaor in a town of the aaxne aiae expreaaed it thia way: "When aerioua ideaa are neceaaary to meet crises, TV ia a 'm ust' in today'a world. " No group of reapondenta eatimated more than an hour of liatenlng to either of the Educational channels in Oklahoma. College profeaaors averaged nine-tenths of an hour a week--54 minutes. The average for the entire sample in viewing the two channels was 18 minutes a week.

Programs Viewed Regularly

The questionnaire provided ten spaces in which the respondents were to list the " p r o g r a m s you make an effort to see regularly. " Res­ ponse to this question brought eight to ten program names from moat reapondenta. However, answers ranged from one program only to as many as 25, using the margin for the listing. Where more than ten were listed only the first ten programs were tabulated. As indicated by Table 6 , news, sports and weather, as general program types, outranked any of the entertainment programs individu­ ally. News was listed by more persons in each group than any other type of program. More than a third of the school teachers and the business and professional groups expressed a preference for sports programs. Lowest interest in sports was recorded by the members of the Univer­ sity Women's group. Weather was a program preferred by a third of the farm men and more than a fourth of the school teachers. Least interest in weather reports was expressed by University Women and the business and pro­ fessional group. I'M I'll »*■ I'll I'M VII I'll I'll I'll I'll M n4 (l>IMHI 3 1 r * - > * * 8 • a - * s 8 8 . 8 S 8 3 • 8 x • s * - 3 3 - * S > * " 1 M

S S 8 » * 3 8

S 3 ; i i 8 u a 8 1 fi i fi I fi i S 3 Hi ! « r i« if r * r 1 I i I . j i ! r I ! r 8

GO u 34

Entertainment program* preferred by the total group are led by "Perry Mason, " "What's My Line?" and "Lawrence Welk. " The Perry Mason show was recorded rather often as a preferred show in all groups. "What's My Line?" was listed by one-fifth of the University Women's group as a program they try to see. Nearly a fourth of the farm women and a fifth of the elected officials expressed a preference for the "Lawrence Welk" program. Entertainment shows came in for a great deal of criticism. One theme was the attraction of the shows made viewing a kind of three- ring circus. An elected official in a town of from 2, 300 to 10, 000 w rote: I always wanted to express my views on TV programs, and am proud that you sent me this one. It is a shame that parents have to watch and turn off programs such as One Step Beyond, Adventures in Paradise, etc. The stations should show sports on one channel and westerns on another and etc. Instead of both having the same type show at the same time. They should put shows like Firestone, Lawrence Welk, Gary Moore, and etc., on Sunday night and more people would go to church. The Sunday night shows are good, but we can't see them for we go to church. Another respondent expressed this same desire to make her favorite programs more available to her. A farm wife wrote: I have never understood any two outstanding shows should be opposite each other on the same hour. Why don't the companies realise that no one watches one station continuously. There are two really good shows. It provokes m e to have to choose between Candid Camera and the Loretta Young Show then turn off. An examination of the program preferences by the size of resi­ dential community supports the occupational information that farm families are vitally interested in weather programs. Program pref­ erences for entertainment shows indicates a wide difference in selec­ tions between farm and large city (more than 25, 000) respondents.

4 35

Chapter Summary

The reapondenta in thia study are more available to AM radio and televiaion than ia indicated by the Cenaua figures for the state as a whole, FM radio ownership ia higher among the college profeaaora and in towns of 10, 000 to 25, 000 population. The average viewing time of television programs for the total group was nearly two eight-hour working days a week, with farm respondents indicating the highest weekly rate of listening. News, weather, and sports were the high ranked program pref­ erences for the total sample. Weather programs found high favor among the farm ers and farm wives. CHAPTER IV

IMPORTANCE OF NEWS, WEATHER AND AGRICULTURAL REPORTS

As was indicated in Chapter m , news was considered of great personal importance to the respondents. In this section of the report, tabulation reveals that respondents expect radio and television stations to provide extensive news coverage--that this is their "most important" function. The measurement of the importance of news, weather, and agri­ cultural reports will be reported in this chapter. Respondents were shown a number of program types in each of the three categories, news, weather, and agricultural reports. In most Instances the importance of various types of news or weather or farm programs was very similar. For this reason Table 7 reports only the three "collective" categories. From time to time in the text of this chapter significant differences in the "sub-categories" will be reported. The categories and sub-categories for both radio and television are as follows: (1) News: local, state, national and international; (2) Weather reports: regularly scheduled programs and weather "bulletins;" (3) Farm reports: market reports and agricultural reports

36 37

TABL* T

TMI 1MFOKTANCB OF NNWO, WBATHBR, MAKKBT RKPOKTa * AND AOIUCULTUIUi AC FONTS

Total ta XAPIO Ore— TEtrffVfWf* New* W—taer F a r* New* W—taer F o ra

(0010) a. to a. to 1.1 a . to a .o o i.o o

C lergy*** (400) a . t s i . #4 i . n a. to a. oo i. 4 i

CeUege Ft ole—or e ( a n ) a. to a. oo i. to a.Ta a.oa i. i t l oheel Tooohore (Nl) a . n a. to s . oi a. to a .T i i.o o

(10T) a .o o s . t s i . o i o .ts a.T o i . to

Noel—ee A Prof*—looel (IM) a.n a.oo i.oi y. to a. oo i. 40

Lthor Leeter* ( li t) a.To a .o o i .i a. to a. oo i. ao

F o r* Men (IN) o .to a .o o a . n a.oo a.oo a.49

Form Won** (S4S) a .o o a .o o a.< a .o o a .o o s. i t

AAUW We (lftt) a.oo a.to 1.04 S.TO a.OO 1.40

The wetaoi of oompottag toOeoee to ahowe — tae flrol page of Chapter IV. a— **11* Import— later. H 38

The "Importance Index"

Table 7 and all the following tables in this report will use an index of importance which has been devised to provide a convenient way to analyze the results of the survey. The "importance Index" is calculated in the following manner: The "Very Important" reponses to each program category were weighted as 3. 0; "Fairly Important" responses were weighted as 2. 0; "Not Particularly Important" as 1.0; and "Not at All Important" as 0. 0. The number of persons giving each evaluation was multiplied by the appropriate weighted score. Finally the weighted value was divided by the number of persons answering that question. This "Importance Index" was carried two digits past the decimal. Had every respondent considered a certain program type as "Very Important, " the index for that category would have been 3. 00. The lower the average importance of a program type in the estimation of the respondents, the lower the index of importance.

The Importance of News Programs

As indicated by Table 7 respondents felt that news on either television or radio is an important part of programming. News on both mediums was ranked highest of any program type by all respondents with importance indexes of 2.75 for radio and 2. 76 for television. The range of the importance scales varied from an index of 2. 70 for college professors and labor leaders for radio news to 2. 88 for television news by farm women. In the sub-categories of local, state, national, and International 30 news on radio and television lowest importance was attached to inter­ national news on radio (2.47 index), with the highest importance found in national news on television (2.90 index).

Local news. The total sample found local news more important on radio (2. 74 Index) than on television (2. 56 index). Three groups, college professors, clergymen and A. A. U. W. members, regarded local news on television lower than did other groups. Farm women attached great importance to local news on both radio and television, recording the highest index in both media. This importance of local news to farm women is reflected in a high index registered by people living on farms. The respondents living in communities of from 10, 000 to 25, 000 population reported the lowest importance for local news.

State news. All respondents regarded state news important on both radio and television with an index for each of 2.75. Persons living on farms found more Importance in state news than any other group ranked according to population. Importance of state news diminished for both radio and television as the place of residence gained in size.

National news. National news on both radio and television was considered more important than local, state and international news. On television the respondents ranked national news {2. 90 index) deci­ sively higher than local news (2. 56 index) in importance. The index for national news on radio (2. 79) was only a few points above the other sub-categories which were all 2. 70 index points or more. On television all interest and occupational groups ranked national news as 2.90 on the index scale or above except for elected officials. 40 business and professional persons, and labor leaders. Less than 2 per cent of the respondents failed to answer the question concerning the importance of national news on television. Not one respondent considered national news coverage by television to be

"not at all important. " National radio news received a number of criticism s about its lack of depth. The roost consistent criticism of television was the repeating of news film on "one broadcast after another. " There was some criticism of slanting of news by prominent television reporters. A big city labor leader commented on television news slanting: Being a conservative, 1 feel that all commentators come from schools of ultra-liberal (so-called) thought and that the presentation of any conservative viewpoint is sabotaged by these newsmen on their programs that profess to be presenting both sides of an idea or situa­ tion. A public school teacher gave his views on national news reporting: TV stations play up minor occurrences too much-- such as the death of a movie actor. Too much of their material is repetitious and over-lapping such as the recent NBC coverage of President Kennedy's back­ ground and ideals. An unusual comment came from a farmer: There is too much news and television would be better if they would have more disc jockey shows like American Bandstand.

International news. News of the world was ranked as more im­ portant for television coverage than for radio by all respondents. Clergymen (2.90 index), school teachers (2.88 index), members of the A.A.U.W. (2.86 index) and college professors (2.85 index) were those considering television international news as most important. Elected officials found this type of news least important on television, and also

on radio. 41

Urban dwellers found television's world coverage more Important than did those living on the farm s. A typical comment on television in world affairs was written by a farm woman, television, she stated, should be praised for: . . . bringing "Immediate" news and on-the-spot coverage of important events. Enabling us to see good theater—actors and actresses. Bringing history alive (A. Lincoln--etc.). Being able to see fine musicians, talented and learned scientists (Edward Teller), and philosophers. These people have important things to say. Our education is just beginning. This woman's comments are typical in that she regarded international news coverage as being broader than is generally supposed by broad­ casters—including what would be more precisely considered "public affairs" programs. One farm er complained that television news is lacking in its in- depth reporting of international affairs: To be good, international news roust give the public the whys and wherefores or it is not of significant value. Just that some country is getting foreign aid Is not substantial. Programming, or scheduling of programs, as contrasted to pro­ grams themselves received a number of sim ilar criticisms as noted by a college professor who thought television stations . , . should stagger certain types of programs so that all the news can be caught on more than one station- - all have at 10 p. m. What they should do Is make an agreement among themselves so that no two news pro­ grams are on at the same time.

The Importance of Weather Programs

As Table 7 indicates, weather is generally important to all respondents, but particularly important to the farm men and farm women groups. These two groups rank weather as more important 42 than news for both radio and television. This interest in weather by farm residents is borne out in the information from respondents broken down according to place of resi­ dence. Farm residents find the weather most important of all other groups with the interest declining as the home community grows in s iz e . Sub-categories in the weather section of the questionnaire re­ vealed about the same type of information. Weather bulletins and regularly scheduled weather shows both were considered of great im­ portance for farm residents on radio and television. The only occupational group to consider weather more important than news was elected officials (see Table 7). An examination of com­ ments revealed no hint as to the reason for this. Elected officials, however, no m atter what the size of the community are particularly attuned to problems caused by severe weather. They are ususlly ex­ pected to do more than "talk about the weather" when it is violent. Also they are perhaps the group most aware of the Conelrad storm warning system which was in operation at the time of this survey.

Weather bulletins. Oklahoma's tendency to violent weather was probably reflected in the ranking of weather bulletins as the roost im­ portant service radio can give - -outranking news and all entertainment features. Some respondents, however. Issued sharp criticism s of "over-alarm " by some state radio stations charging that such informa­ tion could "scare" listeners and possibly cause panic. One member of the sample suggested that weather information be stricken from all radio and television program fare and put under the sole jurisdiction of a "regional government station" under the control of 43

the Weather Bureau. He suggested that these stations broadcast around the clock with regular and emergency information on the standard AM band. The importance of weather warnings to many respondents was apparent in their written comments, particularly when warning had been insufficient to alert them of a coming storm. A farm er who had lost his home in a tornado was quite critical .. of the television stations serving his area and concluded: Out from the TV stations sixty or seventy miles they do not report the progress of severe storm fronts as to near exact location. It is generally in ten to fifteen miles to TV stations. It (television stations) should give out further information on all storm fronts. A sim ilar complaint was registered by an elected official in a town of from 2, GOO to 10, 000 population: On severe weather alerts once the storm s have passed the Tulsa area not much information seems to be supplied to people in more distant areas who may still be in the path of the storm. A labor official from a medium-sized community questioned the placement of weather bulletins in programs: I have yet to be watching when a commercial is inter­ rupted for bulletin or special announcement. . . It just seems that weather and other things of importance would be as vital during the commercials as afterward.

The Importance of Farm Reports

The total sample found farm reports of little importance to radio and television programming. Indexes, as indicated in Table 7, were reasonably high for both farm men and women. In examining the importance indexes of farm reports according to the size of community in which the respondent lives, there was a 44

diminishing interest from those living on farms to those living in large c itie s. Respondents treated both sub-categories in farm reports--market reports and agricultural information reports—about the same. Bach of these program types were considered less Important as the sise of the residential community was larger. Farm reports elicited little comment from respondents. However, one farmer, evidently a "maverick" in his attitude, advanced the idea that agricultural reports are not at all important,on television. Tele­ vision, he wrote, Is an entertainment medium. He prefers to get farm information from specialised magazines which "make a business of supplying information" to farm operators.

Chapter Summary

All respondents regarded news as of extreme Importance in broadcasting. Very few of those in the sample felt that "no time at all" should be devoted to news--particularly on television. National news was considered to be the most Important type of news program on tele­ vision and, to a lesser degree, the most important on radio. Members of the teaching groups—college professors and school teachers--considered national and international news of greatest impor­ tance. Elected officials placed more importance on local and state news. News elicited a number of comments from respondents. They were, for the most part, complimentary. Weather programs ranked second only to news in importance. Farm residents stressed the importance of weather more than any other type of program. To a lesser degree, but still stronger than any other group, farmers viewed market and agricultural reports as very important. 45

Other groups were considerably less enthusiastic about farm programs. There was a tendency for respondents to relegate radio to news programs of local interest while giving television the job of reporting national news. At any rate television's local news coverage was considered least important compared with state, national and inter­ national news on both radio and television. CHAPTER V

THE IMPORTANCE OF EDUCATIONAL, RELIGIOUS, MINORITY, _ >■ PUBLIC AFFAIRS, EDITORIAL, AND POLITICAL PROGRAMS ON RADIO AND TELEVISION

Respondents voluntered more comments on three program types than any others: educational, religious, and programs for minority groups. Of these three the educational and religious programs brought the most reaction. Educational programs attracted the comments of teachers and college professors. Members of the clergy frequently added their own comments on religious programs. A surprising development was the number of un­ solicited recommendations that religious programs be banned from the airwaves. Others joined in the wish that religious programs be taken % * off the air, but ministers were the group most likely to make this rec­ ommendation. Several ministers attached detailed letters to their questionnaires citing chapter and verse evidence that religious programs are undesirable.

Program Types Defined

To avoid confusion for the respondents each program type was defined and examples of the type given so that there would be uniformity of understanding. This section will briefly recapitulate those definitions.

46 47

The reader can examine the questionnaire (Appendix A) for the defini­ tions as presented to the respondents. Religious programs were described as both those talks by minis­ ters and those with "religious significance. " Examples for television included: "Faith for Today* " "This is the Life* " and "Lamp Unto My Feet. " Examples for radio were: "The Eternal Light* " "Sacred Heart* " and "Methodist Men's Hour. " Educational programs were "those designed to provide informa­ tion and educate the public. " Television examples were "Continental Classroom* " "Meet the Professor* " and '’Galaxy *61. " Radio examples named were "The Yale Report" and "The Consumer Question. " Programs for minority groups were definedas those composed of symphony music* opera* or progressive jazz. Public affairs programs were those providing information on con­ troversial or important issues. Editorials were those programs in which the station "takes a stand and expresses its views on important public issues." Political programs were divided into two types—those during a campaign and those not during a campaign.

Importance of Educational Programs

"Channel 13 is a very good one* 1 think* as it is an educational station* but 1 have never watched it. " Respondents seemed to agree with this comment by a farm wife in their comments on education on television--they would rather get their "Education" from the commercial stations. Educational programs were considered to be important by many respondents (Radio--2.21 index; television--2,25 index) as shown in 48

T able 8. Farm man and business and professional respondents were the two groups finding educational programs least important. Clergy­ men. college professors, school teachers, and members of the American Association of University Women considered the programs most important. The paradox in this is the fact that nearly 75 per cent of the re­ spondents considered Educational programs important or ’'fairly impor­ tant" yet only 12 per cent of the sample had listened to either educational channel in Oklahoma the week prior to filling the questionnaire. The two educational stations, Channel 13 in Oklahoma City and Channel 11 in Tulsa, offer a full schedule of programs listed in TV Guide. Despite the availability of the educational stations' fare to at least half of the respondents, and their acknowledgment of the importance of educational television, the average viewing time for the two stations was estimated by them as 18 minutes a week (see Table 5 in Chapter 111). Respondents were able to find educational values in offerings of commercial stations. Following are the written comments of three A.A.U.W. members: One can see happenings over the world that otherwise we would not see. Many topics are shown that go hand- in-hand with our children's school work, such as the seasons. Insects, the inauguration, etc. I think the critics of programs do not really analyze them for their educational content. I listen alone and even the westerns are actual histories of early days as with the cowboys, etc. 1 am not an avid TV watcher. 1 do epjoy the news broadcasts. TV has, I believe, in spite of all its bad points, made youngsters more interested in news, history, current events, science, etc. Various members of the sample found commercial television educational in a number of ways. Television was praised for making 49

T 4 I U •

-JUCS o r BOUCATKMAU M U O K N *, MMOMTV AND MIBUC O T M M

n a o M W t i o i d m u i /uw nuneu,h o h u m

Clwv* CMIact M m*) D m M iMtMW Itkw hm P i n t ^AAUW ■m Pu twwn T»i4iih OBIiltH m i U M m Mm

B ill) MM) MOT) MM) • lilt) •) (IMI MMI (Mil tlMI

!*•>

MOB

1.1) I.OT t . t l I.OT I .M l.M l.« * t.M l . t l 1.11

l.H l.M l.M l.ll l.M l.M I.» l.M l.M 1.11

l.tl l.M l.M 1.11 l.M l.M I. 1.41 l.M l.l

I. II l.M l.M l.M l.H 1, IT l.M I. IT l.ll l.M

I.OT l.M l.M 1.11 l.M 1.11 l.M l.ll l.M l.M

l.M l.M l.M l.ll l.ll l.ll l.M 1.10 l.l

t h i w i h !

l . t l l.M 1.41 1.41 l.M l.M l.ll l.H 1,11 1.41

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CtMMir IV. M* "TIm Im OTh i I IM h . " 50

"people aware of products, etc., and this will help them to live better. " Commenting on the rigged quia program scandal of 1950 and I960, one * * respondent felt "that even though the quia programs were rigged . . . they were educational and therefore were enjoyed by myself and others. " Another volunteered that there is "education in television that the educational people do not realise is the re--in living, clothing, every­ day things that appear on the screen. " A small town resident pointed out that television . . . has relieved much of the boredom of rural living and small town living. It is a vastly important medium of education for adults and children. It has tended to broaden our horisons and has brought far places and peoples into the American living room. Another respondent pointed out that "if you pick the right pro­ grams it (television) can provide more information than you can get anywhere else. " A labor leader called television a "great educational tool" and continued: It has given people the opportunity to witness first hand some very great events. Through television people are getting more Interested in national and international happenings. Public school teachers were interested In the "example" that television performers set for youngsters. A typical statement follows: The listener is personally improved in speech, dress, courtesy, safety, sanitation, culture and general education. The child profits immeasurably by con­ ceptual development in many areas. Favorable comments outnumbered unfavorable comments fourteen to one. There were however several critics who found television lack­ ing in its education of patriots. A farm er complained: We should have more programs depicting the lives and stories of our great men and women of the SI

United States and the world. This would educate tha people of our country and make them more proud of our United States of America. An A. A. U. W. member was quite critical of the educational dere­ liction of television: Television Is a fine educational medium which has been over used for inane non-essentials and entertainment—giving (such as "give-away, " silly quls shows, violence, etc.) but is Improving steadily . . . please show . . . better teen-age show s.

Importance of Religious Programs

The respondents generally regarded religious programs as Im­ portant on both radio (2. 25 index) and television (2. 20 index). However, written comments on the present religious broadcasting on radio and television were extremely unfavorable. The sample considers religious broadcasting as important and in its present state of quite poor quality. As indicated in Table VIII the two groups thinking religious pro­ grams most Important on both radio and television were clergymen and farm women. College professors and business and professional respon­ dents considered religious broadcasts as the least Important of all the interest groups. Ministers, Protestant, and Catholic alike, were the most out­ spoken in their comments about programs. These groups, termed by one clergyman as "misleading, irresponsible. Irreligious . . . hiding behind a mask of false religion to fleece the public ..." An A. A. U. W. member joined in the criticism directing her re­ marks to radio: The religious programs are so radical: the "healing preachers, " the screaming, yelling ones telling everyone the world is ending now and everyone is going to hell are an insult to our God and our Christian churches. Also 52

the prophecy preachers are unbearable. 1 especially object to "Back to the Bible" and "The World Tomorrow." There were a number of suggested remedies for the problem as summed up by a college professor: 1 think that ome restriction should be made on "radio m inisters" who mislead the public. 1 re a l- ise this would be a difficult thing to do. 1 ag ree fully that church-sponsored groups should have air time but this other group 1 question, A farm wife suggested that the time now devoted to such programs be given over to religious or classical or "good" music. Ministers, commenting on television programming, particularly felt that stations were to blame for giving . . . some "religious programs" (the) privilege of purchasing time when said program promoters are not really part of a recognised body, but are managers of Individual corporations. Television does this. Only two respondents volunteered favorable comments on reli­ gious broadcasting. Both praised broadcasters for making time avail­ able to "religious programs of all faiths" and said that this policy assures that "we will continue to be a free people. "

Importance of Programs for Minority Groups

Programs made up of classical music, operas and the like were considered most important by ministers and professors, for both television and radio. The general evaluation by the sample indicated that radio (1.72 index) was more suited to this type of program than television (1.55 index). Residents of large cities regarded programs for minority audi­ ences as more important than did those in the smaller communities. Farm residents found the programs least important of all groups 53

According to residence. Radio not only was regarded aa the more suitable outlet for pro­ grams of this nature, but a number of respondents questioned the pro­ grams that are "toned to teenagers. " A minister suggested: Why not some good show music for all evening--or operettas? I like to hear entire symphonic works late at night--more light music such as we had in the 20's or 30's and dinner music. Another minister encouraged radio to become "creative and pro­ gressive. " There was nostalgic desire expressed for "some real drama and comedy for the benefit of the few people who may like them. " There was some defense of both radio and television for their efforts to present a variety of programs and urging that detractors

"merely twist the dial. "

The Importance of Public Affairs Programs

While the groups seemed to relegate programs for minority groups to radio, there was a definite inclination for the sample to con­ sider public affairs programs as the province of television. Like the programs for minority groups the larger the community where he lives, the more importance the respondent gives to public affairs programming. Clergymen and college teachers found public affairs more impor­ tant to programming on both radio and television than did other occupa­ tional groups. Criticism of television for its public affairs program usually contained the encouragement to stations to present "the true picture" or have more honest controversy and difference of opinion. " One 54 respondent said he would like . . . more shows giving the viewpoint of people who are against the U. S. so that we can understand why they are against us and so that we can be prepared as a people to answer our adversaries. There were a number of expressions of interest In programs that would encourage more patriotism. There was general praise, among those who wrote comments, over the live coverage of various events including the flight of an astronaut, presidential inaugurations, and the coronation of Queen Elisabeth. Other programs were praised for their giving 'Sis a greater closeness to the state and its problems. " Television, one respondent typically pointed out, has "made our knowledge of the world . . . b ro ad er ..." A number of surveys of public affairs programs in recent years have indicated that they fall to hold their audiences--that the viewer may watch the program for part of the period but tends to turn to lighter fare before the program is completed. This boredom with more serious programs does not reveal itself according to responses by members of the various leadership groups who responded in the present survey. Each respondent was asked if they had personally watched at least once in a five months period pre­ ceding the survey, a list of ten public affairs programs. The respondent was to answer only if he had seen a "complete" program. Table 9 indicates that the members of these nine occupational and interest groups view many of these programs to their conclusion. More than half of the sample of 2, 315 had seen a complete "CBS Reports, " "Eye­ witness to History" and "Twentieth Century. " More than a third of the respondents saw at least one complete program of "Winston Churchill, " 55

TABLBl

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WtwtM CWrMIII 41.1 M.I M.I ll.l 44.1 M.I 41,1 M.I 11.0 41.1

num N Ntrttoft M.I 14.1 41.4 41.1 M.I n.l M.I 41.1 M.I 41.1

F u cum Africa M.I 40,1 M. 4 44.1 ll.l M.I H.I M.I 41.1 14.1

FrpNcl T«>«*)r 11.4 ll.l 41,0 41.1 11,1 41.0 H.I 11,0 11.4 U. I

I K VMM Paper 11.1 M.I M.O M.I M.I SO. I ll.l M.I 11.1 ■H.I

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4.1

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"Oklahoma Heritage, " "Focus on Africa, " and "Projsct 20. "

The Importance of Editorialising

Radio and television editorializing found a rather cool acceptance by members of the sample. The clergy were the only group to rank y this program type above 2 . 0 0 on the index scale in either medium. Labor leaders generally held editorial programs in disregard, finding them even less desirable on radio (1. 36 index) than on television (1.46

Index). A number of respondents made marginal notes on their question* naires to the effect that editorials by broadcasters are illegal. Labor leaders, however, were not among those with this bit of misinforma­ tion. Nearly all the comments on editorial programs were uncompli­ mentary, with such phrases as "bias and prejudice, " "second guessing, " "station’s favorite opinion, " "one-sided (owner) interests, " and "dictatorial attitude. " In the opinion of one respondent: You will probably miss the real reasons that most TV stations in Oklahoma should not editorialize-- the quality of their editorial staff. Those who handle editorials for TV are exceeded in bias and prejudice only by the type of person customarily employed by major newspapers. Broadcasters were urged to "give both sides" and clearly indicate that the programs "are editorial opinions. "

The Importance of Political Programs

Four groups, clergymen, college professors, school teachers and members of the A.A.U. W ., considered the broadcasting of political 67 programs Important. As Interesting was the low regard that elected officials seem to hold for such broadcasts:

Radio Television Total group 1.86 1.94 Elected Officials 1.73 1.83

All groups Indicated that they considered political broadcasts more Important during campaigns than at other times. There was a positive correlation between the site of the respond­ ent's home community and his estimation of the Importance of political broadcasts with the large city dweller considering such broadcasts most important. There were a number of conflicting comments on the relative values of radio and television in helping the voter choose the candidate. One member of the A.A.U.W. wrote: Radio gives the listener a chance to get political Infor­ mation without being influenced by the appearance of the speaker. A farm wife praised television political broadcasts writing: During political campaigns 1 have personally benefited by seeing the individuals or candidates. To me it is of great importance to have a better knowledge of the person you are voting for. Broadcasters were urged by a number of respondents to devote more time to the functioning of government "to help get people interested in legislation. " A number of respondents were particularly irritated by the pre­ emption of regularly scheduled programs for political broadcasts dur­ ing campaigns. The content of these programs was termed as "mudslinging, " "talks which contribute nothing but name calling, " 58

"profane, " "slanted . . . geared to big interests , . . and . . . die* guiaed views."

Summary of the Chapter

Respondents evidently tend to delegate the airing of certain pro* gram types to one or the other medium--radio or television. All programs in this chapter except religious programs and programs treating the Interests of minorities were considered more Important on television than on radio. A pattern of the concept of importance can be seen in some of the program types. For example, the teachers were the groups finding educational programs most important. Ministers and priests consid­ ered religious programs more important than did other groups. Pro­ grams of interests to minority audiences tended to be of greater interest to those members of the group with more education. Public affairs programs of a general nature were of rather high Importance to the total sample, with an increasing interest as the place of residence be­ came more populated. On the "negative" side labor officials found editorial programs of little importance, with some implying that the editorials were the voice of interests other than their own. Also political broadcasts were considered of less importance by elected officials than by roost of the other respondents. CHAPTER VI

THE IMPORTANCE OF CHILDREN'S PROGRAMS, LOCAL SELF- EXPRESSION PROGRAMS, LOCAL TALENT PROGRAMS, PLAY-BY-PLAY SPORTS AND ENTERTAINMENT ON RADIO AND TELEVISION

The aemple showed considerable interest in the programs for children on radio and television. The volunteered comments came from members of all groups. This general interest probably reflects the selection of the sample which included those of an age to be parents. Respondents indicated some abivalence in their attitudes toward local talent and self-expression programs--admitting that there is probably a need for such programs, but doubting that they should be subjected to them in place of more excellent network efforts. Sports comments were scarce, with those admitted sports fans "fanatic" in their interest and the "non-fan" expressing concern over the "excess" of play-by-play sports coverage. The comments on entertainment, for television particularly, were definite in their interest and their desire to "keep things as they are. " There was indication that some respondents suspected that a study conducted under the auspices of the state university might be seeking to condemn television entertainment. These suspicious re­ spondents were inclined to hand a "do not disturb" sign on the door of television entertainment programs.

59 60

This chapter reports the responses concerning the "importance" of five types of programs on radio and television*-children's programs, local self-expression, local talent, play-by-play sports and programs for entertainment. The questionnaire (see Appendix A) defined programs for children as "those appealing specifically to a children's audience. An example of this kind of program on radio was given as "Stories and Stuff. " Television examples were "cartoons, " "Captain Kangaroo, " and '^Shari L e w is." Sports programs were defined specifically as those reporting live events, play-by-play descriptions, as opposed to those programs merely reporting sports news. Examples of entertainment shows on radio were given as disc- jockey shows, quiz shows, and variety shows and comedians.

Importance of Children's Programs

Children's programs were considered more important on televi­ sion than on radio by every one of the nine occupational and interest groups. As indicated in Table 9 the total group response for radio brought an importance index of 1. 80 in contrast to an index on television of 2. 03. Women groups, the farm wives, and the American Association of University Women members considered children's programs more important than other groups on both radio and television. Business and professional respondents recorded the lowest index for both media. The disc-jockey program came in for a number of sharp criticisms as this typical comment from an A.A.U.W. member: Oise jockeys have been the bane of my existence for 61

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eight years (ever since my elder daughter reached thirteen*-and now my youngest is thirteen!)-- children's programs are needed. Most comments on children's programs referred to television. Violence was condemned in a number of program types. The "Three Stooges" was singled out as a type that "can get children seriously in­ jured. " Another comment on the show was "if children try to imitate shows such as the 'Three Stooges' they could get hurt or killed. " Criticism was directed toward violence on commercials, in "teasers" promoting adult shows in children's programs, cartoon shows, "old western movies, " and one critic pointed out that "even 'Lassie' . . . Is upsetting . . . and gives nightmares" to her children. Another point of view was brought out by a woman respondent: Sponsors seem to presume that all viewers of TV are men and children. By switching stations my husband and son manage to keep watching westerns and crime shows on each evening with sports on the weekends. I, therefore, rarely watch it--yet I do 90 per cent of the buying. The "Three Stooges" came under fire to the point of one woman advocating censorship. They need to have more censorship on children's programs, especially the cartoons. This should be done by qualified persons. More harm comes from watching "Mattie's Funday Funnies" and "The Three Stooges" than manyadult shows they (children) might watch. The 'Three Stooges" should be banned from all television. A number of respondents criticized specific program practices in children's programs: "They have children's programs when they should have church time. " ". . . some attempted at the encouragement of thoughtful and serious contemplation of life and its meanings and opportunities would be welcome. " 63

. . adult love scenes and bedroom scenes are embarrassing for family viewing. " "So many children's programs will result in a nation with poor eyes. " A number of respondents were of the opinion that "all programs can be children's programs. " They agreed with one woman who w rote: The real children's programs are not so labeled . . . the morning Shepard took his space flight I let my children be late to school in order to see it. Good entertainment can also be excellent for children. One man wrote that his children "know more now by the time they are six years old than 1 did when I was twelve. " He gave televi­ sion credit for this educational advancement. A teacher noted the effect of television: 1 can easily see that young people today know more on many subjects, have better vocabularies, and have a better understanding of the world about us than the era B. T. (before television). All the praise for television was not only for its effects on the mental and emotional well-being of youngsters. One very practical mother admitted a major benefit of television is that "it makes a baby­ sitter for the kids. "

The Importance of Local Self-Expression Programs

The respondents found programs giving local groups outlet for expression of their views somewhat less important than other program types. Table 10 shows indexes of 1.77 for radio and 1. 72 for television for all respondents. Of the respondent groups the clergy found local self-expression programs most important (1. 84 index) on television. On radio self- 64 expression programs were ranked most important by two groups* farm women ( 1.86 index) and school teachers (1. 81 index). Respondents* particularly those commenting on radio* were inclined to broaden the concept of local self-expression to include programs of all sorts which originate locally. Below is a typical expression of this view: Our radio stations are doing a good job of promoting on a local level such things as youth participation programs* Four-H, Future Farmers, school activities etc. 1 think the stations are doing as good a job as they can when you consider their financial problems since the advent of television. Television was generally considered satisfactory in its fair play

on matters of local interest: My observation is that the television stations are quite fair in such matters. Usually several opinions and points of view are expressed which the average person would not otherwise be exposed to--and certainly not if he depended upon newspapers* which are notoriously one-sided. However, a school teacher expressed the view of a number of respondents writing that local self-expression programs: . . . may be extremely good for the community and are desirable but they are not effective if no one watches. When such a program comes on most people turn to another station where there is entertainment.

The Importance of Local Talent Programs

"The simple truth is that local talent Is disgustingly Inferior. " With that statement an A. A. U. W. member expressed the view of many of those who commented on the importance of local talent programs. Generally the programs were considered about the same general impor tance as the self-expression programs. Local talent had an index Importance of 1. 80 for radio and 1. 64 for television. 65

Considering ell nine groups* farm women found local-talent programs most Important for both media. Lowest Importance for the program type was recorded by college professors and members of the business and professional group. A number of people indicated the desire to see "live broadcasts" more often* but not necessarily of local talent. One woman longed for the "good old days . . . We like to see the boo-boo's. " A businessman condemned taped shows because they fail to "allow the public to know that participants are human. " On radio one respondent said he would welcome local talent "no matter how bad" since it "might be in place of so much recorded music. " Another respondent indicated a reluctance to be too encouraging about the use of local talent stating: X hope that your findings will not be used to persuade stations that they should give us the types of program you list here. More local talent would be most dis­ appointing.

The Importance of Play-by-Play Sports Programs

Play-by-play broadcasting of sporting events was considered of some importance to respondents* with radio (2. 03 index) ranking a little higher than television (1. 95 index) as shown in Table 10. An examination of the importance according to the size of respond­ ent's home community reveals that persons living in towns of from 10* 000 to 25* 000 population consider radio sports coverage most im­ portant among all groups (2. 56 index). Three occupation and interest groups—school teachers* elected officials* and professional and business groups--rated play-by-play broadcasting most Important in both media. 66

Respondents volunteered the most comments, favorable and un­ favorable, on television coverage of sports events. Wrestling was the number one target of criticism with charges that it is a "fake, " "a waste of time, " and "disgusting. " However, a farm wife admitted that although she dislikes wrestling on television "some people are crazy about It and they certainly should not be denied that which they enjoy. " A minister noted: (television) does a good job with comedy and with sports--although on wrestling night it is hard to distinguish which is which. Baseball casqe in for criticism, not for its content but for the amount of it on the weekends. The "greatest pastime" was re-labeled "the greatest waste of time" by one respondent while another objected to baseball and sport in general asking: Why is it that sports, with which the stations hope to attract youthful audiences, must always be sponsored by beer companies. The liquor and beer ads are untrue--they should not be allowed on television . . . Radio, besides being rated higher in importance on play-by-play sports than television, came in for less comment, critical or other­ wise. An examination of the program schedules of radio broadcasting stations in Oklahoma reveals that the live (and tape) coverage of sports events is a staple fare for stations of every power. Nearly every sports event, high school and college, is described by local stations and sometimes stations on temporary networks. Radio coverage of wrestling events, collegiate and prep, treat that sport as a major activity throughout the area. The acceptability of radio as the purveyor of live sports coverage seems to be evidenced by the lack of criticism of radio for what is in fact a large portion of its program schedule in Oklahoma. 67

The Importance of Entertainment Programs

Entertainment, which takes up the lion's share of broadcasting time on both radio and television, was ranked below a number of pro­ gram types by the respondents. As can be seen in Table X, radio was rated in importance with an Index of 1.02 while television was only 1.94. The relative ranking of program types will be discused further in Chapter VIII, however, it should be noted that the relative position places entertainment less important than play-by-play sports coverage on both media and less important than children's programs on television, to mention only the program types in this chapter. Labor leaders and farm men and women respondents were among the groups ranking entertainment most important on radio and televi­ sion. In both media there is a tendency for farm respondents to find this program type most important with the importance index decreasing as the respondent's home community is larger. There were a number of written comments criticizing television entertainment programs. Most of the unfavorable statements were from college professors, ministers and members of the A.A.U.W. Many of these comments were critical of the "level" of entertainment rather than the time devoted to entertainment programs. One respondent resented the paucity of "good plays" while another accused the ratings of having "forced some of the finest programs off the air--such as the Firestone Hour. " Entertainment programs were criticized for "lacking authenticity" in content and costumes. One writer suggested the stations "stagger" their program pres­ entation so that listeners will not be forced to choose between several "really good entertainment programs. " In his area he reported such 68 conflicts with programs he liked—"Perry Mason, " "Twentieth Century, " and Bonanza." Others asked that "a bit of education and entertainment" be slipped into the entertainment shows, particularly on quiz shows. One critic accused the industry of downgrading audiences: In the area of entertainment I think TV people have decided we are all hicks--we get none of the better plays like Playhouse 00, U. S. Steel Hour, Omnibus, etc. More respondents defended television entertainment programming than criticized it, pointing out the "stimulation, " "true value, " histor­ ical significance, "cultural values" and educational aspects they find In the programs. As in other cases there was fear that there might be "some move­ ment afoot to force our Oklahoma stations into showing a lot of public affairs and cultural shows. " "I like TV for every purpose just the way it is, " wrote one respondent. Removing such shows would "rob . . . people of entertainment they need and desire. " Another wrote, "I prefer entertainment shows. 1 hope they will be left alone just as they are. " Others saw extra values in television entertainment such as "cheap entertainment, " "a boon to the poor and isolated, " improving American home life by "keeping people at home more, " and "whole­ some recreation. " The values toward making the family a unit were repeated by a number of respondents. Music has become the province of radio, if the respondents' views are any criteria. Radio entertainment and music seem to be synonamoun--a far cry from what would have been the attitudes 16 or more years prior to this survey. 69

Respondents were aware of the stations they like or dislike and were inclined to name them by call letters. One station stood out in the state as having a nearly "fatal attraction" for many respondents. Although there was severe criticism s of the selection of program mate rial--particularly the m usic--the respondents admitted they kept their dials tuned to this particular station. 1

Summary of the Chapter

Children’s programs were considered to be important by all groups as revealed by the indexes for both radio and television. Sev­ eral program s--particularly the "Three Stooges"--were singled out for their excessive violence. A number of respondents were Inclined to view all programs as children's programs. Women respondents as a group ranked programs for children higher than did any other of the nine groups. Both local self-expression programs and local talent programs were treated rather gingerly by the respondents. There was agree­ ment that they have some importance in radio and television fare but very few respondents indicated they, personally, wanted to watch such p ro g ra m s . Radio was regarded as being more important as the play-by-play sports outlet than television but both ranked high in the indexes in

*WKY in Oklahoma City operates at 5. 000 watts on 930 kilocycles delivering a strong signal throughout the state. WKY Is a formula sta­ tion with *top forty" programming with the accompanying self-promo­ tion and highly emotional style typical of this type of station. The sta­ tion also maintains a well-known, aggressive and large news staff--one of the largest in the Southwest. The news staff's reputation among broadcasters is one of the best in the area. 70

Table 10. Radio sporta coverage was particularly important to per­ sona in the "medium aised" communities--10, 000 to 25,000 population. Wrestling on television received some criticism, with several respond­ ents viewing it as comedy rather than a sport. School teachers, elected officials and professional and business men attached the most impor­ tance to live sports coverage. Entertainment programs received low importance indexes when it is recalled that a preponderant proportion of both radio and televi­ sion program effort is to this end. The more Isolated the respondent the more likely he was to rate entertainment highly. The farm res­ pondent found it most important, the large city respondents were less inclined to rank It important. Several respondents Indicated they were critical of specific fea­ tures of television programming but generally there was satisfaction with the programs being offered. Radio entertainment programs were criticised for the types of music selected by stations. No other type or program material was mentioned by respondents when referring to radio entertainment. CHAPTER VII

EVALUATIONS OF RADIO AND TELEVISION

Four areas of criticism of radio and television were evaluated by the respondents at the time of the survey--June of 1960. The four general topics of criticism as reported in this chapter a re : the ad eq u acy of the job stations were doing in programming at the time of the survey; suggestions for programs needed in greater quantity; reactions to several frequent criticisms made against stations; and a general evaluation of what is good and what is bad about television and radio. Questions in the survey concerning television in the four areas in this chapter, were answered by a greater number of respondents than the same questions concerning radio. Where respondents were inclined to answer questions concerning radio, their criticisms were extensive. Both media were regarded rather highly for the work they are doing but both were considered inadequate in some respects by many respondents.

Service of Stations to Their Listening Areas

About two-thirds of the sample felt that radio and television were "doing an adequate job of providing the types of program" considered important by the respondent. Less than a fourth of the respondents felt the job being done by the media was inadequate.

71 72

Ac chown in Tabic 11 elected official! were the group moat in­ clined to be eatiafied with apedal interact programa in 1960. Nearly three-fourthc of the office holder a admitted they found the atatlona doing an adequate job. They were joined by farmere (73 .6 per cent) in aatiafaction with radio programa in their intereat and by membera of the buaineaa and profeaaional group (77. 3 per cent) which indicated aatiafaction with televiaion programming important to them. More than half of every group was eatiafied with epeclal intereat programa provided, with the exception of two groupa commenting on radio--m inisters (49. 0 per cent) and college profeaaora (49.6 per cent). Mlnlatera (62.0 per cent) and college profeaaora (57.0 per cent) were leaa aatlafied with television's programming of ahowa Important to them . Approval of apeclal intereat programming and size of reaidential community varied inveraely for radio. Nearly three -fourth! of thoae peraona living on farms found the special programming on radio sta­ tions adequate for their needs. Only half of those respondents from the largest cities evaluated radio's special services favorably. No sim ilar discernable pattern of agreement or disagreement with televi­ sion special interest programming could be found when the sample was examined by size of community.

Types of Programs Respondents Considered Needed in Greater Quantities

The total sample seemed to be overwhelmingly satisfied with the numbers of programs of various types on television and radio. Two program types were considered to be needed in greater quantity on 73

TABLB 11

rmaoM or ndib mlmctmd omoups m Oklahoma who p u l that t o haoo AND T IL IW O N STATION* AM DOOIQ A GOOD JOB OP PNOVIBNG THE TYPE OP PNOORAMMHW THOM PSMONf COMMDB* IMPOHTAMt

JUOlo D ata* TV Dotaf A Ab A OoM Job

'M ntor to Yoo Mo Mo Yoo Mo No Qro«p Aoowor Aaawar

AooorOtag tot

ALL— POMDHMTE (till) 00.0ft 14.0ft II. Oft ll.tft I4,tft 4.0ft

SBQSf

Clorgjnaoo (4ft) 4t.O H .4 10.0 4*0 *0.1

CoUogo Pvofooooro (IIT) 40. • W it 11.0 *7.0 H .0

flobool Taaahara (MB) M.O 10.B 10.0 71,7 II.*

BloetoO Offlololo (1*7) 7»,0 1.1 17.0 77.1 10.0

BmoIimoo A ProOaaatooala (100) 70.1 17.4 10.1 77.* 10.4 4

Labor LaaOara (1M) 04.4 10.0 10.0 71.* *0.0

ParaMra (*M) 71.0 10.1 11. S 71.0 10.4

Pam Wtoaa (14*) 00.* 10.0 11.0 00.7 *1.0 1

AAUWMaMbor* (100) M.O **.* *0.0 00.0 *1.* 74 television by more then ten per cent of the sample--educational pro* gram a ( 12.8 per cent) and public affaire programa ( 12.4 per cent). These two program types were most often named as being needed in greater quantities on radio but even fewer respondents indicated this need—educational (9. 5 per cent) and public affairs (7.2 per cent). A pattern of interest in more programs of certain varieties seemed to evolve from figures for various occupation and interest groups. Additional educational programs were felt to be a need by more than 15 per cent of the college teachers on radio and more than 20 per cent of them on television. More such programs were favored by the public school teachers on radio (9. 9 per cent) and on television (12.8 per cent). Increased television broadcasting of religious programs was desired by 19.2 per cent of the ministers in the sample. More than 15 per cent of this group favored more religious programs on radio. More public affairs programming on both radio and television was advocated by a number of groups. Very few proposed an Increase in political broadcasting. Elected officials showed little concern with changing the current programming fare of either television or radio. Farm communities indicated less desire for change in the pro­ gramming of television and radio. Residents of small, medium and large communities generally were inclined to mention a need for more educational and public affairs programs, but the ratio of persons desiring this In each group was from about 10 per cent to less than 20 p er cent. 75

Response to "Frequent Criticism s"

Each respondent was asked to evaluate broadcasting by agreeing or disagreeing with a number of criticism s being voiced against the media at the time of the survey. Since the complaints dealt with dif­ ferent m atters on each medium, this section will deal with radio and television separately. Any comparison of responses will be reported at the close of the section.

Eight Criticism s "Commonly leveled against Radio Stations" A ranking of the complaints shows the most serious one brought by those respondents finding fault with radio programs and programming: 1. More serious news programs needed . . . 37. 0 per cent 1 2. Music unattractive to most people . . . . 31. 0 per cent 3. Commercials are m isleading ...... 28.1 per cent 4. Stations too frequently loud and raucous . . 25.0 per cent 5. Too many com m ercials ...... 24.9 per cent 6 . Too m uch m u s i c...... 11.5 per cent 7. Need more time for non-music programs .11.2 per cent 8. Need more dramatic program s ...... 8.4 per cent M inisters and college professors were the most critical of all occupational and interest groups. Nearly half of them, 48. 1 per cent were critical of the lack of serious news. Ministers led other groups in objecting to the type of music used on stations. Both groups found misleading commercials "more serious" than did any other of the groups. Ministers were more inclined to find the "loud and raucaus" program formats of radio stations as a serious criticism. The clergy also seemed to favor more non-musical and dramatic programs to a greater extent than others in the sample. College teachers were most critical of the groups concerning the number of commercials and the

*Note: The figures here are the per cent of respondents finding each radio criticism 'Very serious. " 76 time devoted to musical programs.

Nine Frequent Criticism s of Television

A ranking of the respondent's reactions to nine frequent criticism s of television reveals the following list with appropriate percentage of respondents who found the criticism "most serious:" 1. Too much violence and bloodshed .... 59. 3 per cent 2. Too many crime program s ...... 57. 3 p e r cen t 3. Ads "rigged" to deceive the public . . . 36. 5 per cent 4. Ads too loud in relation to other parts of the program ...... 34. 3 per cent 5. Too many com m ercials ...... 33. 3 per cent 6. Stations, networks too sensitive to r a t i n g s ...... 32.2 percent 7. Too many w esterns ...... 29.9 per cent 8. No experiments In new program types . . 26.2 per cent 9. Programs inclined to deceive public . . . 20. 3 per cent With the possible exception of the criticism s of sensitivity to ratings and the lack of experimentation, the "most serious" derelictions of television programs seem to be in entertainment. The reader will recall that about two-thlrde of the sample were satisfied with programs of special interest to them. The implication may be that programming « practices are not as much at fault as program practices. One-fifth of the respondents were critical of "deception of the audience" in television programs. Since this survey was conducted soon after the revalations of deception of big money quiz shows, this figure may be higher than under more "tranquil" conditions. Violence and bloodshed was criticized most strongly by members of the clergy with 71. 9 per cent of this group finding it a "most serious" fault. Members of the American Association of University Women were also quite disturbed by this criticism --71. 6 considering the charge "most serious. " Elected officials, rather non-critical of both radio and television as a group, were more concerned with violence and 77 bloodshed on television then about any other criticism —48.4 per cent regarding it as 'Very serious. " Members of the A. A.U. W., ministers, farm wives and college professors regarded the "prevalence of crime shows" as most serious. Businessmen joined elected officials in finding this criticism least serious of all the Interest and occupational groups. Loud commercials were considered most serious by labor offi­ cials and college professors. Westerns were condemned as a very serious problem on television by 43.2 per cent of the members of the A.A.U. W. College professors were most disturbed by charges of "too many commercials, " "sensitivity to ratings, " and "lack of experi­ mentation" on television. No group particularly objected to "deceptive programs" more than others.

Criticisms of Media Compared

The idea of misleading commercials on both radio and television is generally considered a very serious problem by the groups. In addition, the commercialism was found to be nearly as serious by the whole sample. Leading critics of radio were the clergymen and the college teachers. College teachers stood alone as the group considering the various criticisms of television most seriously. Experimentallsm in television and also implied for radio pro­ grams (dramatic and non-musical) seemed to be a serious need only to a few respondents, led by college teachers. Farm residents found all of the criticisms of radio less serious than did persons living in larger communities. Respondents living in 78 communities of 10* 000 and more population were rooet critical. Those In cities of 10, 000 to 25, 000 persons found all of the criticism s except three more serious than did other groups. Persons living in the largest communities were most concerned with lack of dramatic pro­ grams, misleading commercials and "loud and raucous " program p ra c tic e s . For television the size of the respondent's community seemed to have little influence on the evaluation of the criticism s except for one instance--that of "sensitivity to ratings. " This complaint was seen as a very serious problem to 22.2 per cent of the farm group respondents but was found very serious by nearly double that number (39. 4 per cent) in the largest cities. Other respondents responses to the serious­ ness of this criticism increased as did the size of their home com­ m unity.

General Comments by Respondents

Comments made on specific program types have been included throughout the preceding chapters. There were, however, certain general comments repeatedly made by respondents. Those which were stated most often appear below. They are not quoted directly.

Favorable for Radio

The roost frequent praise of radio was for its mobility. Hundreds of persons stated that "you can take it with you anywhere. " Many mentioned automobile radio including a phrase such as "especially use­ ful in cars" or "excellent when traveling. " Excellent radio service in weather reporting was often mentioned. Many respondents credited radio as "probably saving many lives during 79 tornado aeaaon."

Unfavorable to Radio

The most frequent criticism of radio concerned rock-and-roll music. Numerous unfavorable comments were also directed toward country music. Terms often used were "poor music, " "bad music, " and "loud music. " Poorly trained announcers with bad diction and Inadequate vocab­ ularies were a frequent target of respondents. Criticism indicated that many announcers don't '^understand what they are saying or know what they are doing. "

Favorable for Television

There were many more favorable than unfavorable comments regarding television. Bach of the comments shown was made many times by various respondents of all types: Keeps the public informed on up-to-the-minute world events. Weather and market reports good for farmers. Entertains rural children. Excellent for learning about other countries. Brings top educational programs for the public. Brings features not obtainable otherwise. Brings best of talent and top-quality entertain­ ment shows, economically. Helps the old people, the sick and shut-ins pass the time. Good weather bulletins saving the lives of many people with storm warnings. Builds up the pride of the people for their state. Keeps people at home and helps to hold families together. Comments praised state legislature coverage as an excellent service to the state complimenting stations for these activities: At least 95 per cent of all respondents who sought an example to cite as an excellent television show for children mentioned "Captain 80

K an g aro o ."

Unfavorable to Television

The most unfavorable comments concerned re-runs. The fol­ lowing comments "qualified" for listing by being mentioned at least five times in each group: Too many re-runs. Too many commercials. Too much violence for children. Stations do not provide children and family programa at the proper time. Many commercials are so offensive: They insult intelligence. Metropolitan stations tend to concentrate their weather warnings upon their immedicate area. Farm people and those living far from the metropolitan areas feel slighted and insufficiently w arned. Complaints about weather warnings were frequent. There were also many complaints over the frequent Interruption of the late movies with commercials.

Chapter Summary

Respondents felt that both radio and television stations in Okla­ homa were adequately providing the important program types. Elected officials were most satisfied with existing programming of any occupa­ tional or interest group. Farm residents concurred with the office h o ld ers. Television stations provide the Important program types more satisfactorily than radio stations. Television also received more criticism. Chief complaint against radio was that stations should sup­ ply more good serious news programs. The principal criticism of television was excessive violence and bloodshed. College professors 81 and members of the clergy were more critical of both media than other groups. Elected officials were least critical. Persons living in largest cities agreed more with various charges against the media. Rural resi­ dents agreed least with these charges. Less than 10 per cent of all respondents felt additional programs of any particular type were needed on radio. The percentages for television were slightly higher. Educational and public-affairs programs were named by more respondents as the program types that should be provided in greater quantity. Ministers were strongly in favor of more religious programs. College professors saw need for many more edu­ cational programs. City dwellers felt need for more programs of par­ ticular types much more frequently than those living on farms. Radio was especially praised for the mobility of receiving and for its quick announcement of weather warnings. Principal complaint against radio was the type of music played. Television received general praise but was condemned for being too provincial in its outlook on weather warnings. Residents outside the metropolitan centers consider the warnings insufficient in scope. CHAPTER VIH

SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS

Since 1928 the American broadcaeter has been struggling with the concept of the public intereat. The guidelines for operating in the in­ terest of the public have been defined by a large body of Federal Com­ munications Commission publications, rulings and decisions, and pronuncements. The present chapter discusses some of these guidelines, the study to determine "needs " of communities in Oklahoma, and certain conclusions which can be made from results of that study. Recommen­ dations to Industry, to the F. C. C., and for further Investigation are also Included.

Summary of Findings

The first agency effort to define the public interest was made in connection with the Great Lakes opinion in 1928. At that time the Federal Radio Commission felt that The tastes, needs, and desires of all substantial groups among the listening public should be met in some fair proportion, by a well rounded program in which entertainment, consisting of music, of both classical and lighter grades, religion, education and instruction, important public events, discussion of public questions, weather, market reports and news, and matters of interest to all members of the family find a place . 1

^Federal Radio Commission: Great Lakes Broadcasting Company, Docket 4900; c.f. 3rd Annual Report of the F. R. C. p. 32. 82 83

Broadcasters were again advised of their responsibility to meet

A the public Interest by the "Blue Book" of 1948. Local live programs, programs for minority groups, and agricultural programs were added to this responsibility. Most program types mentioned In the "Blue Book" were the same as those first set forth in the Great Lakes opinion. The Bn Banc Inquiry report of 1960 reiterated the interest of the Commission in the previously mentioned program types and added poli- 3 tlcal broadcasts, editorializing, and sports programs. In this En Banc report, the broadcaster was advised that he was expected to meet the specific desires and needs of his community. One method of getting this Information was to consult with . , . leaders in community life--public officials, educators, religious, the entertainment media, agriculture, business, labor--professional and eleemosynary organizations, and others who bespeakIhe Interests which make up the com­ m unity. 4 These groups listed by the F. C. C, as community leaders were asked in the present study about their attitudes on the program types defined by the F. C. C. as desirable to meet the obligation of operating

in the public interest. A total of 2, 315 persons, meeting the F. C. C. requirements for community leadership in nine interest groups responded in this survey.

o Federal Communications Commission; Public Service Responsi­ bility of Broadcast Licensees (Washington:Government Printing Office, 19461.

Federal Communications Commission, Report and Statement of Policy Re: Commission En Banc programming inquiry. Public Notice WRT7TJ (July 29, I960).

4Ib ld ., p. 17. 84

The questionnaire failed to Interest a number of those who received it, both because of its length and the limited response inherent in mailed surveys. The number of responses by each interest group compares favorable in proportion to the original mailing. The present study classifies respondents In two ways--according to the nine interest groups as named by the F. C. C ., and according to the size of the respondent's home community. Other breakdowns of information failed to lend themselves to the study which is concerned with the needs of the community. Broadcast receivers were accessible to the sample both at home and at work. The total sample found news, weather, and sports programs its personal choice for listening or viewing, with news being the most popular type of program. Each of the general program types will be summarized in relation to the views of the nine interest groups in the following section of this chapter.

Relative Ranking of Program Types by. Im portance Indexes

Respondents indicated that news programs are the most important of all program types on both radio and television, as shown in Table 12. From these high indexes of 2. 75 for radio and 2. 76 for television, ranking ranges down to the importance index for minority interest pro­ grams on radio (1. 72) and on television (1. 55). About mid-point in the range is entertainment as less than 2. 00 index for both media. Six program types were considered more impor­ tant in television than entertainment, which is by far the bulk of the 85

TABLE 12

THE RELATIVE IMPORTANCE OF ALL TYPES OF PROGRAMS STUDIED

Radio Television

News 2.75 2.78 W eather 2.73 2.65 Public Affairs 2. 18 2.51 Educational 2.21 2.25 Religious 2.25 2.20 Play-By-Play Sports 2.03 1.95 Entertainment 1.92 1.94 C hildrens 1.80 2.03 P o litical 1.86 1.94 Farm Reports 1.98 1.66 E d ito rials 1.77 1.86 Local Self Expression 1.77 1.72 Local Talent 1.80 1.64 M inority 1.72 1.55

Note: The method of computing indexes is shown on the first page of Chapter IV. See "The Importance Index. " 86 programming on both radio and television. In addition to news programs, weather, public affairs, educa­ tional programs, religious programs, play-by-play sports and farm reports are considered more important than entertainment to the sample. The same program types, with the exception of farm reports, were considered more Important than entertainment on television. On tele­ vision, entertainment was ranked along with political programs in importance.

News Programs

News programs were the most important to the total sample both radio and television. The respondents, however, found certain types of news more acceptable in one medium than the other. Radio, for exam­ ple, was listed as more suited to presenting local news, while televi­ sion was found more appropriate to the presentation of national news. Radio news was the source of a number of complaints that the medium needs more "serious news programs. " However, news was conspicuous in its absence when the respondents indicated the types of shows desirable in greater quantity than provided at the time.

Weather Programs

Respondents approved of the fact that every station talks about the weather. The things most praiseworthy on radio were weather coverage and mobility of receivers. Television was criticized for a limited outlook on area of responsibility in weather coverage. Respond­ ents felt that stations should broadcast weather warnings for all parts of their service areas. 87

Agricultural and Farm Market Report!

Farm and farm market reporta were of great intereat to farm group reapondenta and alao to office holdera. Elected officiala usually are called on to act in timea of emergency cauaed by weather.

Educational Programa

The peraona moat identified with teaching ahowed the greateat intereat in educational programa on radio and televlalon. Thoae groupa regarding thia kind of program aa moat important were public-school teachers, college teachers, and members of the American Association of University Women. Thoae same three groups also indicated that more educational shows would be welcome on radio and television. They were joined in thia desire by the farm wives and the clergymen. The farmer respond­ ents and members of the business and professional group were least interested in educational programs. The sample seemed to broaden the concept of "education" in broadcasting. This was particularly true in the case of the discussion of children's programs in which the sample indicated that many pro­ grams generally considered as entertainment vehicles were actually considered educational in some respects by the audience. The trip of an astronaut, a western program, and some entertainment shows were listed as educational. Some respondents refused to give television a function of educa­ tion, Indicating rather that they considered the medium only as a vehicle for entertainment. 88

Religious Programa

Ministers and farm wives considered religious programming the highest in importance of all the responding groups. Despite a tendency for both the ministers and college professors to agree on the Importance of each program type, in this instance the college group found religious programs among the least important. In addition to a high rating for the importance of religious pro­ grams, the ministers indicated a desire for more radio and television programs of this nature.

Programs for Minority Groups

College professors, ministers, and members of the A. A.U.W. indicated the most Interest in programs for minority groups. Farm respondents, on the other hand, were the group finding these the least d esirab le.

Public Affairs Programs

College professors, and the ministers found public-affairs pro­ gramming a highly desirable form of broadcasting. In addition, the two groups indicated hopes that more such programs would be forth­ coming.

Editorialising

Of all respondent groups, ministers considered the broadcast editorial as most desirable. Labor officials, indicating that the editorial views of stations generally were not in the interest of unions, took a dim view of this type of programming. The professors were most interested in more editorials as a part 89 of station programming.

Political Broadcasting

The nine groups generally found that political broadcasts were more important as presented on television than on radio. In addition, the groups considered these broadcasts much more important when political campaigns are under way. College and public-school teachers, the clergy and university women agreed that political broadcasting was most important. Oddly enough, elected officials in the sample held political pro­ grama to be of very little importance. This is more unusual when it is noted that the politicians were rather "middle of the road" in their attitudes toward most program types—neither favoring strongly nor condemning them as to their importance.

Children’s Programs

All groups regarded programs for children on both radio and television as highly desirable. AAUW women and farm wives gave the highest importance ratings of all groups to children's programs on radio and television. There was general agreement that violence and particularly vio­ lence of the slapstick type were very undesirable on children's pro­ grams. "The Three Stooges" program was singled out most often as an example of undesirable children's programming on television. "Captain Kangaroo" was most often named as a highly desirable chil­ dren's show. A number of respondents expressed some frustration in the defi­ nition of programs for children. Some indicated that the radio disk- 90 jockey program wee one designed for children, A number mentioned public-affaire ehowa and other types of programs ae children's shows. For example, the flight of an astronaut was listed as a desirable pro­ gram for children. A number of respondents listed desirable traits in shows such as accurate descriptions of customs, dress, and infor­ mation both about the United States and foreign countries as being broadening and suitable for children.

Programs Allowing Opportunity for Local Self-Expression

The ministerial group found local self-expression programs as most desirable on television. On radio, farm women and school teachers valued quia program types most important. Interestingly enough, no group strongly favored increasing the number of these p ro g ram s.

Programs Using Local Talent

Farm women considered this type of program desirable. Busi­ nessmen and college professors found it the least important and desir­ able, A number of respondents expressed themselves in a dilemma concerning this program type. They realized that it is desirable for local talent to be displayed, particularly on television. On the other hand, they expressed the view that substitution of local talent for pro­ grams presented with nationally-known talent, is punishing the viewing public.

Play-by-Play Sport Programs

An examination of results of the survey according to community size shows that the respondent from the small city considers the local ei radio atation aporta broadcaata aa highly dealrable. Televiaion aporta coverage* meanwhile* aeema to be about aa attractive to the respond­ ent in the large city aa to thoae in email comm unitie a and on the farroe. Leaet interested in aporta coverage were the univeraity women. Elected officials* public-school teachers and businessmen agreed that aporta coverage is highly important program fare. No group indicated any strong desire for more aporta coverage by broadcasters.

Entertainment Programs

Four groups rated entertainment shows high in Importance aa broadcasting programs—labor leaders* farmers* farm wives* and AAUW members. Holding entertainment programs in lowest regard were college teachers and ministers. Considering the size of the community* entertainment was most important to those living on farms. The urban viewer in towns of 25* 000 and more found entertainment shows least important.

General Evaluation of Broadcasting Programs

Both radio and television were rated highly in providing types of programs which respondents believe to be important. Elected officials reported the most satisfaction with things as they were. The most satisfied population group for radio programming was that living on farm s. Television was found to be more satisfactory in providing desir­ able types of programs than radio. However* television came in for the most criticism from the sample. Fewer complaints of a specific nature were registered concerning radio. The clergymen and college-professor groups were most critical 92 of both media. Least critical were the elected officials. Farm resi­ dents were the least critical among population groups.

Conclusions

A summary of results of the survey among selected community leaders seems to lead to a number of conclusions concerning radio and television programming. One interesting development was the seeming built-in selectivity of the sample and questionnaire. Certain specific program types were worthy of special mention. Some attitudes of respondents toward radio and television program needs in general are also included in this section.

The Questionnaire and Its Selectivity

The questionnaire seems to have been a selective factor because of its length and because it demanded considerable thought. Ministers in larger areas and representative of larger congrega­ tions seemed to be more inclined to answer the survey. Since this type of clergyman tends to be more educated, the views of the minis­ terial sample were closely aligned with the sample of college profes­ s o rs .

Personal Interest and Community Needs

In a number of instances the group identification of the respond­ ent seemed to dictate strongly his interest in and desire for more pro­ gramming of a particular type. For example, the persons closely allied with education thought present programs of an educational nature to be highly important and were also desirous of additional programs of this nature. This was true with ministers concerning religious 03 programs and the like. In a negative way this self-interest was shown by the labor leaders in the way they condemned editorials since they felt that the broad­ caster represents points of view in conflict with their own. Political leaders, too, expressed strong feelings of a negative nature concerning political programs. Personal interests of the respondents then seemed to be a strong factor when they decided on a program's Importance to their com­ munity. It might be assumed that a survey of plumbers on the desir­ ability of a program on their occupation would produce strong attitudes of acceptance or rejection. Entertainment programs for the total group fell about midway in the scale of importance. Where a program was of great personal importance to the respondent the respondent tended to place its impor­ tance above entertainment. Where the program was of less personal importance to the respondent it was often ranked below entertainment on the Importance scale. The Federal Communications Commission has, in effect, found a number of programs that it considers desirable and then recommended that the stations seek the attitudes of persons (community leaders) who will most likely support these views. Interestingly enough in the case of labor leaders and politicians, this circle of reinforcement was broken.

Actual Viewing as Opposed to Community Needs

Television surveys many times reveal a tendency of respondents to consider certain kinds of programs of great importance, although in fact those same respondents fail to view or listen to these programs 94 according to the Importance they attach to them. It waa at first suspected that this was the situation in the sample's estimation of the value of news programming. The very fact that nearly all the respondents considered news of very high value to the community gave rise to this suspicion. Other information from the sample seems to indicate that in news and public affairs programming this kind of "halo" effect was not in operation. Respondents listed both news and public affairs programs as being of high importance to their communities and also indicated that they were in the audience of programs of this nature. On the other hand* educational programs were also rated very high in their importance to the community by sample respondents, yet they did not watch the two Oklahoma Educational Television outlets.

Some Implications Concerning Radio Programming.

The tendency for radio stations to avoid extensive use of varied program types was a source of irritation to the respondents. Sports coverage of local contests was considered an important part of radio programming. Businessmen, school teachers, and elected officials were strongly in support of this program form, which was about the only one generally available on radio in addition to news and record programs. Respondents also were desirous of a greater variety of news pro­ grams. with the recommendation that stations give fuller and more com­ plete news. The other staple of contemporary radio--the music program-- received a share of criticism, with most complaints centered about the lack of variety from popular music. 05

These criticism s by the sample of music and news are more sig­ nificant when It is recognised that the major fare of most stations is these two program forms--the program forms most readily available.

Implications of Weather and Entertainment

There seems to be a subtle difference in the criticism s of media according to the use made of the programs in question. This is best demonstrated by the rural respondent's comments on two program types—entertainment and weather shows. There is evidence that

interest in entertainment shows varies according to size of the com­ munity. Rural respondents evidenced a great Interest in and familiarity with the entertainment aspects of television and were specific in their praise of this part of the program format. It may be that the entertain­ ment aspects of television are considered "frosting on the cake" and therefore not suitable for criticism. Weather reports, also of great interest to the rural listeners and viewers, came in for sharp criticism from this segment of the sample. The viewer considers weather re- * ports as part of the responsibility of the television station and therefore is quick to criticize any Inadequacies. Respondents seemed to feel that television "owes" them weather bulletlng but "gives" them enter­ tainm ent*

The Desirability of Presenting Local Talent

Another interesting aspect of programming was brought forth in the investigation of the desirability of presenting local-talent shows. Businessmen particularly were critical of this view of the responsibility of stations. Time used to present local talent, they point out, is time taken from more entertaining shows available on a nationwide scale. 06

College professors also held this view. The respondents generally were rather discouraged by the prospects of enjoying local talent pro­ grams. This concept of talent development as a station responsibility has been part of the Commission's recommended practices since the

Great Lakes opinion.

The "Children's Program 11

The respondents generally expressed a very broad concept of what constitutes a children's program. A number of shows, which might be classified In other ways, were viewed by members of the sample as children's programs, or at least of great value to children. The concept of a program for children was evidently not specific enough according to a number of comments by the respondents. These noted that there are at least two subdivisions in this general program type—teenage programs and programs for younger children.

Recommendations

The results of this study lead toward a number of recommendations directed toward three segments of broadcasting.

The study* by its very limitations suggests a number of changes in techniques for any future research of this type.

This study elso brings out a number of recommendations directed to broadcasters which might be helpful in supporting any desire to re­ vise their program format. The Federal Communications Commission should reconsider its rigid adherence to certain program types as desirable. The study elso suggests that the F, C. C, should broaden the number of interest groups to be consulted on the "needs" of the service area. 97

Recommendation* for Future Research

A problem concerning the identification of community leaders seems to be of primary concern to any person conducting sim ilar re­ search in another study. The mere classification as a pastor or as a college professor is Insufficient in deciding on leadership traits. It is suggested that any further research along the lines of this study investi­ gate other criteria for determining leadership. Both psychology and sociology have investigated this area of study end probably could pro­ vide guide post s. Any future research into this area probably should avoid the mail questionnaire if it is to be as lengthy as the present effort. This study seemed to suffer somewhat from the low response of the mall question­ naire. Indications that the very length of the questionnaire made it selective, suggest that either the future research be less ambitious or conducted by personal interviews. Several responses in the present study seem to Indicate a specific need for further investigation not expected when this survey was plan­ ned. The whole area of children's programming seems to need more precise definition. The very broad concept that respondents had of what constitutes a program for children suggests a study into this area, with the respondents classifying programs as they see them rather than being confronted with categories set up by the researcher. This study indicates that Commission sanctions of the function of a station as a discoverer and user of local talent is not so completely accepted by audiences. The Commission's insistence upon programs for minority groups also was at variance with the opinion of the sample. 98

Recommendations to Station*

Respondents were surprisingly articulate in describing sugges­ tions for improvement in both radio and television programming. Some of these suggestions warrant further investigation by stations. The recommendation by the F. C. C. that some local programs be designed to demonstrate the abilities of local talent, seems to meet with considerable opposition from community leaders in this sample. This was particularly true for television programs. A television sta­ tion examining the needs of its community should check this need closely since it seems to be a source of some antagonism to certain viewers. Another area where there seems to be doubt of the acceptability of a broadcasting type Is the political leader's view of the political program. The specific reasons for the politician's lack of enthusiasm is not clear. It may be that certain kinds of political programs are considered undesirable by political leaders. This area could be checked by the broadcaster as he surveys the needs of his community. Some broadcasters, particularly those In communities where educational attainment is high, may find a high interest in programs for minority groups. College professors were the group feeling strongest about the need for programs for minority groups. The question of market reports and agricultural news seems to be delegated by those in the sample to the local stations. This indicates that the stations in large metropolitan areas might be justified in re­ moving such broadcasts from their formats, that farm leaders expect this need to be met by the stations in the local community. In line with this point of view, the farm respondents suggested in several cases that their interests would be served better if at least one 99 television station would sign on earlier in the morning. Despite the recognition by this group of the service given to them by radio at every hour of the day, the farm leaders still felt that this added service would benefit them. While looking into this matter, television stations would do well to check on their service to the rural listeners in their broadcasting patterns. This study uncovered considerable dissatisfaction, particu­ larly in weather warnings which according to the rural members of this sample stopped at the city limits. In this w riter's opinion, the television stations in broadening their weather coverage should accompany this with a campaign of reas­ surance to the rural and small-town listener that their Interests are being protected. Radio stations should continually search for more program for­ mats which can be developed for their audiences. There seemed to be less active dislike for the present radio offerings in Oklahoma than boredom. State coverage in more detail on longer news broadcasts is one suggestion from this study. Another suggestion for adjusting radio programming which comes from this study would be to seek variation in types of music played. This, by the way, follows a suggestion made in 1928 by the F. R. C. which urged stations to give their music program ming wide variety. The search for more variety in programming for radio stations should receive added impetus from the implications of one part of this study* Businessmen seem to regard play-by-play sports broadcasting as a highly desirable form of programming for local stations. As a matter of fact, this is one of the few opportunities that businessmen in 1 0 0 a small community have tv buy broadcasting time other than on a spot basis. Similar salesmanship by radio stations for other program types probably would raise the desirability of these types In the view of businessmen. The study uncovered a desire of audiences to improve television programs which may be turned to good advantage by the stations. Criticisms of television programs showed sufficient constructive points of view to indicate a desire by the respondents to have a hand, in an advisory capacity concerning the programs on television. Willingness to participate in programming by community leaders could be very useful to a station. This point of view is supported by the respondents who indicated more than a passing knowledge of the problems of pro­ gramming. Such a panel could fulfill the requirements of the En Banc memo and probably give the station insight into the need of diverse seg­ ments of its audience. Even though the broadcaster does not organize a formal advisory panel, he should devise some method for seeking information from all leadership groups in his listening area. He might have a station official call on selected community leaders regularly to discuss actual and potential service of the station. The sharpen awareness of community needs station management might encourage key employees to join and be active in eleemosynary organizations. The F. C. C. has placed an obligation upon the broadcaster to de­ termine the needs of his community. The obligation is personal to each broadcaster and the responsibility cannot be delegated. Each licensee should devise his own means of making a continuing diligent effort to determine the needs of the area he serves. This idea of the Commis­ sion's is a good one and the broadcaster should comply by studying his 1 0 1 community. Good can come of such efforts. Valuable information aa well as extremely effective public relatione can be among the results. The results should receive strong consideration in each station's program planning. The F. C. C. has made it quite clear that it expects stations to make greater effort to determine community needs and to fulfill such needs. Bach station would be well advised to develop a file with a great many facts about the community. These facts as well as all facilities available to the area should be considered in planning how to best serve it. It is recommended that the licensee take into account and consult with not only such leaders as were used in this study, but with many other types of community leaders. It is also recommended that those consulted be allowed more freedom in making their own classifications and definitions of needed program types. There should be significance to broadcasters in the fact that nearly 25 per cent of the sample felt the stations are not doing an adequate job of supplying a sufficient amount of the types of programs which they think important.

Recommendation to the F. C. C.

This study demonstrates a fault in the recommendations in the Bn Banc programming report. The broadcaster is, in effect, told to ask special interest groups their points of view on programs of special interest to them. The tendency for the minister is to consider the present religious programs on radio and television very important and to urge that more religious programming be added. The politician it is suspected, on the other hand, is presently disgruntled with the 103 effort* of broadcasting In hla field, *o he finds little of great community service in the political broadcast. The broadcaster is then given a list of suggested programs con­ sidered desirable by the Commission, and told to find the value of these programs by asking the most interested parties about their impor­ tance. The broadcaster, if he confines his survey to the groups suggested, will continue to find these groups very much interested in these pro­ grams to the detriment of other possible types of programming. For example, a survey of little theater group members would probably reveal a strong interest in the development of local talent, a bent con­ sidered rather negatively by many members of this sample. The Commission should broaden its list of community leaders to include groups which are less committed to a specific point of view. In addition, some redefinition of program types seems desirable. For example, some programs are labeled with the rather undifferentiated term "children’s shows. " Some respondents felt that many of the other types are also children's shows--even more so than programs designed specifically for children. Before this concept of consulting leaders can be of great value to the broadcaster, the very identification of what constitutes leader­ ship should be further defined. The present recommended list is so clumsy as to actually blur the true picture of the feelings of effective leadership in a community. The sample seems to indicate that five program types listed by the Commission as desirable are indeed important to the communities. The F. C. C. would do well to continue its insistence that stations main­ tain adequate program schedules containing news, weather, public 103 affairs, educational and religious programs. This sample strongly supported the F. C.C. in Its contention that these are desirable pro­ g ram s. The recommendations of the F. C. C. for determining the needs of the community should be reexamined. The F. C. C. should suggest more reasonable ways to determine the needs of a community. The station owner with only a rudimentary knowledge of the problems of surveying would find the presently prescribed procedure frustrating and possibly so confusing as to make the idea of testing the temper of his audience a waste of his time. The general idea of consulting with leaders seems to be a good one. But to hand a station owner, unfamiliar with methods of evaluat­ ing such surveys, a survey plan, the very essence of which is invalid, is defeating the purpose of the proposal. The F. C. C. is obligated to either abandon this proposal or give a valid plan for surveying community leaders genuinely qualified for such title and uncommitted to specific program types by reason of prior interests. BIBLIOGRAPHY BIBLIOGRAPHY

Adams, J. Stacy, "An Exploratory Study of Viewers and Non-Viewers of Educational Television, " unpublished mimeographed report distributed by an institute for research in social science of the University of North Carolina, 1956. Belvllle, H. H. M., J r., "Social Stratification of the Radio Audience, " Princeton, N. J ., Princeton Radio research project, 1959, p. 91. Cantril, Hadley, "Gauging Public Opinion, " Princeton University Press, 1944. Cantril, Hadley, "The Invasion from Mars, " Princeton University Press, 1940. Dunnette, M. D., W. H. Upoff and M. A. Ylward, "Hie Effect of Lack of Information on the Undecided Response in Attitude Surveys, " Journal of Applied Psychology, 1956, 40, 150-153. Elliot, William Y., "Television's Impact on American Culture, " Michigan State University Press, East Lansing Michigan, 1956. Emery, .Edwin, Phillip H. Ault, and Warren K. Agree, Introduction to Mass Communications. New York, Dodd, Mead, and Company, TOTTT Emery, Walter B ., Broadcasting and Government, Michigan State University Press, 1961. Emery, Walter B ., "Governments Role in the American System of Broadcasting, " Television Quarterly, Volume One, Number 1, February 1962, pp. 7*13. Federal Communications Commission, "A Notice of Proposed Rule Making, " Docket No. 13961, Government Printing Office, Washington, D. C., 1961. Federal Communications Commission, "Order for Investigatory Pro­ ceeding, " Government Printing Office, Washington, D. C ., 1959. Federal Communications Commission, "Public Service Responsibility of Broadcast Licensees, " Government Printing Office, Washing­ ton D. C., 1946.

105 106

Federal Communication* Commission, "Report and Statement of Policy Re: Commission Bn Banc Programming Inquiry, " Government Printing Office, Washington, D. C ., 1060. Federal Communications Commission, "Rules and Regulations, " Government Printing Office, Washington, D. C ., 1062. Federal Radio Commission, "3rd Annual Report of the F. R. C ., " Government Printing Office, Washington, D. C ., 1929. Fest, Thorrel, "A Study of Southern Wisconsin Farm Operators Use of Radio, " University of Wisconsin, 1993. Festinger, Leon, and Daniel Katz, Research Methods in the Behavioral sciences. New York: Duplen Frees, 19&3, pp. BffTJ. Ford, Frederick W .. "Meaning of the Public Interest, Convenience, or Necessity, Journal of Broadcasting, Summer, 1961, p. 205. Fowler, Paul C ., "The Formulation of Public Policy for Commercial Broadcasting by the Federal Communications Commission, " Indiana University, 1956. Head, Sidney, Broadcasting in America, Houghton Mifflin, Boston, 1956. ------Helmick, Russell E ., "A Survey of Educators Attitudes Toward Tele­ vision, " University of Cinndnnati, 1951. Jakes, J r., Frank Henry, "A Study of Standards Imposed by Four Leading Television Critics with Respect to Live Television Drama, " Ohio State University, 1960. Katz, Daniel, "The Interpretation of Survey Findings, " The Journal of Social Issues, May, 1946. Katz, Elihu and Paul Lazarsfeld, Personal Influence. Free Press, Glencoe, Illinois, 1960. Klapper, Joseph T ., The Effects of Mass Communication, The Free Press, Glencoe, Illinois, 1965. Knower, Franklin H ., "Graduate Thesis and Dissertations on Broad­ casting, 1959-1960, " Journal of Broadcasting, Fall, 1961, p . 355. Lazarsfeld, Paul F ,, "The Sociology of Imperlcal Social Research, " American Sociological Review, Vol. XXVII, No. 6, Dec., 1962, pp. 757-767.

Llnch, William F ., The Image Industries. New York, Sheed and Ward Publishers, 1959. 107

Mahon, Robert S ., "Legislative History of Radio, " Government Print* ing Office, 1950. Mall, Richard M ., "Radio Listening Habits of 200 Business and Profes­ sional Men in Columbus, Ohio, " M. A. Thesis, Ohio State University, 1949. National Association of Broadcasters, "The Television Code, " revised to date. National Association of Broadcasters, 1981. Parker, Everett C ., et. al., The TV-Radio Audience and Religion, Harper, 1955. Parton, Mildred, Surveys, Polls, and Samples. Harper, 1950. Remmers, H. H ., Introduction to Opinion and Attitude Measurement, New York: Harper and B ros., 1954, pp. 437. Rosenberg, Bernard and David M. White, Mass Culture, Free Press, Glencoe, Illinois, 1957. Saulzer, Elmer G. and George C. Johnson, "Deception in Television - The Standards of a State University Staff, " Bloomington Indiana, Department of Radio and Television Mimeograph, Feb., 1960. Schramm, Wilber, "Mass Communications, " University of Illinois Press, 1949. Slenin, M. J ., "Sampling in a Nutshell, " Simon and Schuster, 1960. Smith, M. Brewster, "Comment on the Implication of Separating Opinion from Attitudes, " Public Opinion Quarterly, 1954, 18-254-264. Stanton, Frank, "Notes on the Validity of Mall Questionnaire Returns, " Journal of Applied Psychology, 1939, 23: 95-104. Starch, Daniel, "Revised Study of Radio Broadcasting Covering the Entire United States and Including a Special Survey of the Pacific Coast, Both as of January 1, 1930, New York, National Broad­ casting Company, 1930, p. 58. Steiner, Gary A., The People Look at Television, Published by Alfred A. Knopf, New Y ork, 19831 Summers, Harrison B ., "Laws, Regulations, and Decisions Effecting Broadcast Program Policies, Department of Speech, Ohio State University, 1956. Summers, Harrison B ., "Qualitative Information Concerning Audiences of Network Television Program s, " Journal of Broadcasting, Spring, 1961, p. 147. 108

United States House Committee of Interstate and Foreign Commerce, "Evaluation of Statistical Methods Used in Obtaining Broadcast Ratings, " Government Printing Office, 1961. Willis, Edgar E ., "Research in Radio and Television by Graduate Students in Speech, " Quarterly Journal of Speech, Vol. XL1, Feb., 1955, pp. 261-270. APPENDIX APPENDIX A

HOW RADIO AND TELEVISION CAN SERVE THE PEOPLE OP YOUR COMIRUNITY

A Roaoorch frojoct of

OKLAHOMA ITATI UNIVERSITY S t f l l w i t o r I l l

hOc UD10 *0 ISLXVIflCN CM mkys ihs peopu J van cu.ua m

111* first tki»( im M Is • «f iiftm tlM sbest yoerself »d obeet year ceaaaalty. Ipse* is provided below for yea to fill la year sweaty sad the aasf ef yea? ecsaaeity, )ear eeeeeatlea er prcfesslea sad seas Idea ef the siae ef year eeMoaity. All ibis tefeiaatiea is eery iapertset te as sieee it will eveataally be brekea deaa te reflect tbe aeeds ef tbe iadividaal areas ef tbe state. Please fill la tbo eposes sad place ebeebs beside the itetos abieb beet describe year on- aeaity. . kaae ef year Ceaaty haae ef year Pepeletlea ef year lader 3900 290b te 10,000 10,000 te 15,000 over 25,000 er If yea live ea a farm, cheek here Veer weeapatloe ______If a m m , year basbaed't eecapatiaa K voter ef years yea base lived la this esansity ___

1. Hew for the daestloas. first, we'd like te kaew s m s iafemetiee eeaeerala« tbe reeelvtai sets available far tbe aae ef yeareelf aad year fssdly. a* Os yea have a redie ia year beast Cheek eao. tea He b. 0» yea have a radio la year efflee.er plaae ef besiaesst Cheek eae. Yes He 2. Oe yea have se P H radio la year beast Cheek eae. Ves 1X2

3* 0* /aa kava a IV H t la /Mir ImmT O w l mm*

4. Da baa bare a TV n t la /M ir ifflM ar /laea af baalaaeef Ckaek aaa. Tat

S. Talarlalaa atatlaaa aa4 aatwarfce affarad a aaabar af pragraae darlag tka paat aaaaaa eblak prarldad blatarleal lafemetlea, lafaiaatlee abaat aarreet aaaate, aad abaat aarraat arablaae. A aaabar af tkaaa pragraae ara Hated belea. Plaaaa alwal tkaaa /aa kara m im u U i aatabad at laaat aaa tlaa alaaa tka ft rat af tka /aar. Da aat ekaak aa/ /fagraa aa aatabad aalaaa /aa aaa at laaat m« AMbldlA /regraa. CM Baparta b*adltlea Oklafcaaa ___ E/ewl taaaa Ta Hi a tar/ _____ Vaaaa Oa Afrlaa lataraatiaaal Zaaa ____ NK Mlta hnr _ Oklafcaaa Mritaoa _ _ frajaat ID ___ Tfcaatlath Caatar/ . ilaataa Ckarafclll ___ *• Tfcara aa/ ba atkar akawa tkat /aa paraaaall/ kali ara ta bar# daaa a geed Jab la tka araa af aarraat prablaaa ar pablla affaire. If aa, alii /aa plaaaa Hat tkaa la tka apaaaa prartdad balaa.

7, Mat TV atatlaaa ara aa tka air abaat 12D ta 130 baara dariag aa avaraga aaafc. Abaat baa aaa/ baara did /aa aatah nunSMH pragraaa, aa aa/ atatlaa ar aa all atatlaaa eaablaed, dariag tha •araa da/a eadlag /aatarda/V Mfca at laaat a raagk yaaaa. Mara, abaat _ _ Mil jfW fUlM lift bllw tba till®! Of thO MLIVltXQN progrw that y« aaka ■ iffirl ta i n Nfilarli - IMn abaaa tkit yN m ily tryr to um la abaaarar yaa aai da aa*

Tkara ara two nfalar aaaaatieaal talavltiaa atatlaaa aanriag (Alaboaa - kflA. Ckaaaal 13 ia Oblabaaa City* arf HID, Ckaaaal 11 la lalaa. Abaat baa M ay kaara dll yaa aatab pragraaa aa altkar ar bath af tkaaa atatlaaa aaahiaad dariag tka aaraa doya aadiag yaa- tarday. Iloart, abaat , Tka aparatara af talaviaiaa atatlaaa ara aatraaaly iataraatad ia pravldiag aaay dlffaraat typos af pragraaa ia ardar ta aarva tka aaada af tbalr vlaaara. It ia hard ta kaotr, bawavar. Jaat ahiak typaa af praaraaw xaiillMXM. lapartaat u tka paapla af tka atau. A aaabar af dlffaraat typaa af pragraaa ara liatad balaw. Aftar aaab tyaa tkara fa a aariaa af faar apaaaa ia aklab ta iadiaata (by a ehaak aark) that pravldlag tkla typa of pragraa la VBI IWUtTANT, FAULT INFUttANT (bat aat la tba 'Wat1 iaportMt groap). NOT PARTtCDLAALY UVQNUNT. aad NIA AX ALL 1NNBMMT. Mill yaa laaaa akaak aaa apaaa (aad aaa aaly) aftar aaab af tba aatagarlaa Iiatad balaw ia ardar ta abaa baa lapartaat yaa faal it ia far tka TUniltN atatlaaa to pravldo aaab of tbaaa typaa af pragraaa. Mhi* art At Vmy raMy a— AU tafoiw lay wilt taapNtaai Ipywi

A. LOCAL tUM ______b. lu n m u ______C. NATIONAL NEW ______0. DKHNATUIML NM______loam ururo aw _ ngular m tto r iliwi) “Balletia" tiiithir Beports - (of iMk U nrtuM m to iaterrapt regaUr m u n toloaoot pregrass.) MAJ&fT RKPLM (Givi* 4 ___ aaetatlaes, arrivals, ratares, oto. at priaetpal agrlcaltaral Hrktti.) AdUCULTUU UNRTf _ (Koooot d iw ltf-iU la agrlealtare, talks aa faraiag, ate.) UUGIUUS NUCRMit (Talks ___ by clergysea as wall as pro­ gress wltk rellaleas sigaifi- eaaea seek os "Paltk Par Today," "lkis Is Ha Life,- sad "Las* Ihte My Foot.") IPUCXntftM. rausuis (Tka so _ deslgaed ta provide lafersaties aad adaeata tka paklia. soak as "Caotieestal Classroes," "Meat tka Professor," Tialaajr *61," ate.) PRbGKM* PUR OULDRBt (Tkpsa ___ appeallag apeeifieally ta a ekildraa's aadieseaj aartaaas, "Captala kaagaroo," "Skarl Lasts," ate.) FULIT1CM. BROADCAtlS Uilkai ___ thaa dariag easpaigas.) JfcZiAf Palitiaal Caspeigas (Par lastsaaa, dariag tka saatk praaadiat a priaary ar rafalar aleatlss.) lUTbRlMJ (la aklak tka _ statlsa takas a staad aad aRpraaaaa Its riasa aa lapartwt paklia iaaaas.) US

mm At

o. rauc *mits m a m (Pnffm Mkiali prealda M III MMMlaatiM •f m tim iilil if Mpirw a a t I m m i .) amgxutm rotlocal silt ICN ttlvleg Pi m m i a n # i •( tM ana the •tatiaa aama m m aaaaat te tka alvaaya la ardar ta a^vaat tbeaaelvea.) g. oOTLonan jwd uss ur LOCAL TALMT (Qppertaalty far talaated laaal peraeat, bath ehlMraa m i adalta, ta ba aaaa aad haard la thalr laaal araa.) i . tw B u u ru raw t m croups ______UUaerlty Greapa* la this laataaaa rafarriag ta thaaa ahaaa taataa ia talavltlea pregraaiag ara ia the alaer- ltyi i.a. thaaa aha want pro­ gram af tyqpbeay wale, apart, ar prograaalva Jaaa.) S. PUUf « PLAY SPURS ______(Braadaaata af atblaiia' aaatacta aa tkaj aaear.) I. ttTOUWMMil (Tba abaat ___ ‘___ praaaatad partly far aater- talaaaat af tba peblia - aaataraa* gala ahaaa, aavlaa, variaty ahaaa, aaaadlaaa, ate.) 11. Da yaa Utah 1BJV1S1UI atatlaaa aervlat the araa ia ahleb yaa lira ara da lag aa adagaata Jab af piavidlag tba type* •* pragraa that yaa thlab ara ia u lM l) ( m Na __ (If aat, plaaaa Hat the lattara af thaaa Itaae abara ahlab abaald ba pravldad la greater gaaatlty. 116

12. Nhlth of tba IILIVISICM atatlaaa tarring *•« in i da yen think 1« doing tba boot job of providing tba typaa •* MUrlol yaa eentidar Mtt iatartaat?

Station dh tonal Looatloo 13. At aootloood praviaatly. tba average talavltlea atatlao la on tba oir aboat 120 ta 130 baara par took. Hon My of tbooo 120 to 130 baara por «oab sboald • tUVlfKN ttatloa dovato ta aoob of tbe fallowing typaa of Mtorlolf Matte a Weak A. LOCAL NM _ b. SIAIM KMS _ C. NAlltKAL KINS _ 0. IN1UKA11LKAL KKWS _ 1. kCMIIBB RBPOklS (Tba rogalar weather ebawa.) _ f. HAMIT RKP0R1S (Giving qaetatioat, arrival a. fataraa. ate. ot tba principal agricultural aarketa). 6. AGRICULTURAL REPORTS (Kacant develcpaeott in ogrlcaltara _ talka aa fanning, ate.) H. RELIGIOUS PROGRAMS (Talka by eltrpyaeo at noil aa pra- ___ graaia with roligloao aigaiflcanea aack ao "Faith Par Today," "Tbit It Tbo Ufa," "LeapUnto % Peat," ate.) I. EDUCATIONAL PROGRAMS (lboto dotigoad u pravido infanta- ___ tlon and adoeata tba pablie, tnoh at "Continental Clatt- roew," "Maat tba Prafetaor," %aleay *61," ate.) J. PROGRAMS POR CU1LDRM (Thaaa tppaaling tpaoi fie ally to o ehlldroo*t aodioaeo - oortoont, "Captain kangaroo, "Shari Lonit," ate.) b. POLITICAL RROAOCASTS tyibiE than daring oanpaigat.) ___ L. Jiuiia Palitioel Ctnpoigna (Par loot aaa, dariag _ tba Math ptaaadiag a prlnary ar a rogalar . , alootloo.) i. BDIT0R1ALS (la ahlab tba ttatioo takee a itoad aad __ a s n iw i itt viawa aa lapartaat paklia iaaaaa.) N. PUBLIC AFFAIRS PROGRAMS (Progrma ahleh p m ite faftiM - __ tlw aa tad exaaiaatloa of ew ttm nlil ar lapartaat iaaaea.) 0. OPPORTUNITY PUR LOCAL SSLF UPRRSSI4M CCirlag peraeaa __ aad greapa af the araa tka atatlaa a m i earn aaaaaa ta the airwaya ia ardar that they way emraaa tbaaatlvtiJ P. OCVRLOFWMT AND USt OF LOCAL TALBC1 (Uppertaaitp far __ talented laaal paraaaa. bats ehildrea aad edalta, ta ba aaaa aad beard la thalr laaal araa.) o. PROGRAMS FOR MINORITY GROUPS ("Niaerltp GraapaM la thia __ laataaea rafarriaf ta tkaaa abaaa taataa la talariaiaa profraaiK ara la tba aiaerltyi i.a. tbaaa «Ra mat pregraara af lyRpkwy mala, apart, pragraaa Ira Jama, ata.) R. PLAY MY HAY SPURTS (Bra ado mats af atblatla aaataata aa __ thep aaaar.) S. MimAlNMBIT (Sham praaaatad parely far eatertalwaeai ___ af tba pablia - mataraa, gat* ahaaa. aavlaa, variety aham, caaadlaaa. ate. ) With tba eewlag af talariaiea aaajr of tba pragraaa fetwerlp pap alar aa radia aorad ever ta tba aaa mdiaa aad radia aaa faraad ta abaaga Ita faaatiaa fraa abat It had prev.eeelp baaa. la ardar far a radia atatlaa ta terra ita lletealag araa, baa lapartaat la It that tba atatlaa derate tlaa far UIUJH (ret aaralp apat aaaaaaaaawata) af aaab af tba fellawiag tppea. Cheek tbe apaaa that appliaa aaat eleaely Jaat aa par did pre- riaaalp far TV atatlaaa, bat thia tlaa with refaraaaa ta KA1H0.

At Vtty PWily dadw ty All

ST ASS h tm _ RATIONAL N M ___ 1N1MNASKMAL NEWS______RRATHRR RSPORTS (Tba ragalar ___ aaatbar abam.) "Ralletia* Maatbar Raparta ____ (With abiab ragalar eater* teiaweat pregrawa ara ia tem p ted .) HARKCT HKflt (Glvlag fwUtlMI( - arrivals. (itttiii *u» at Ui priaaipal agriaaltaral M rtili.) agricuuurs reports (iM«t da- ___ H lipM ii i» tirlm ltin , talks as fsiwlap, at*. ) ttUGlUUS PROGRAMS (Talks by ___ slarpy sa aa wall as prapraws with raliplaas sipaiflsaaaa task as "lb# Itsvaal Light." "Saarad llaart." "Mstbadist Msa's flsar." ata.) OUGA11UIM. PROGRAMS (Ibasa dasipaad ___ ta pravlda lafaiwatiaa sad adaaata tba pablia, saab as "lbs Vala Rapart," "lha Csas—s> Qaastlaa." aU.) PROGRAM PUt CH1LDRW (Tkosa appaal-___ lag spaaIflastly ta a eblldrsa s aadlaaeat saab as "Starlas V Staff.") POLITICAL 0RUAUCAS1S (Ulfcas tbM ___ dariag tsfaigas.) M |u Pal It leal Csapalpas (Par _ isstsaaa. dariag tba assth pra- eadlap a prlaary ar rapaiar alastiaa.) RDllORlALS (la ah lab tba statiaa _ takas a staad aad aaprassas its vftaas aa lapartaat pablia issaas.) raouc APPAIRS PROGRAMS (PrapraM ___ ahiah pravlda laforswtiaa aa aad aaaalaatlsa af aaatravarsial ar lapartaat issaas.) GPPUmum PUR LOCAL MLP ttJtPRRS- _ SION (Giviap parsaas aad praaps af tba araa tba statiaa sairas sows asaass ta tba airways ia ardar ta aaprass tbaasalvas.) ocrojopRmT and us* or local ialwt ___ (Oppartaaity far talaatad laaal parsaas. bats abildrsa aad adalts. ta ba baard ia tbair laaal araas.) HUaerlty fln n iN la Ola laataaee n fm la i ti tbaaa abaca tactaa la table aeeyraaelafl i n la .tba alaerltfi I.a. tbaaa aba aaat pra prate af m kaai aaala* apera, prepreealve Jaaa, Military brab aaala* ata.) fUUf nr fLAV aram (breabeaete af ______atblatla avaata aa tba? eeear.) TUfcTAaiT (Iba abaaa preeeetab ______parely far aatartalaaaat af tba pablia • blab-Jeefcey abaaa* fill abaaa. variety abaaa* ata*) Oa yaa tblafc tba UNO atatlaaa aavvlap tba araa la afeieb yaa lira art be lap aa alap att JebjaCprevlblap tba typaa af prapraa tbat yaa tblafc ara l#ertaatt Cbaak aaa. Yaa ___

*• - * (If set, plaaaa Hat tba lettera af tbaaa itaaa abava tbat yaa ballava ebcaM ba prevlbeb la praatar paaitlty.)

Mleb af tba UBIO atatlaaa aarviap year araa ba yaa tblafc la balap tba beat Jab af pravlblap tba typaa af aatarlal yaa aaaalbar ta ba aaat lapartaat.

Statiaa Leeatlea Uallke TV atatlaaa* tbara la a preat varlatlaa la tba aaabar af baara aaahly tbat varlaaa rabla atatlaaa ara aa tba air. Saaa epcrate aaly bayllpbt baara ablla atbara ara aa a reea^tba-eleek baaIa. Aaaantap, baaavar* tbat a rabla atatlaa la aa tba air 120 ta ISO baara par Meek, ban may af tbaaa 120 ta ISO baara abealb a >M80 atatlaa bevete ta aaab af tba fallaalap typaa af Materiel? IKTSMAUONAL MENS tCATIitt REPORTS (The ragalar weather (Mm.) NABttl ISFOMS (Giviag gaotatlMi,’ arrivals, fauna, ata. , at tka priNlMl dgriealural aarketa.) AGR1CULWM Iffun (Recant denlepMata la agriealun, talks aa famlag, ata. 4 * MLIGIUS PROGRAM (Talka by clargjpaa aa aall aa pragma Hitk valiglaaa algalflaaaaa aaab aa Tka Iteraal Light,* "Methodist Maa'a Hear,* "Soared Heart,* ata.) ' KuUCAUUiAL PRUGRRLS (Ihoaa desigaod te pravlda lafematlaa aad edaeato tka pablia saefc aa "Tala ■apart," "Ika Cmaaaar sJoeailM.* a u .) HuCUOi Put QIILOW (lkeae appeelieg apeeifieallr ta a ahlldraa'a aad tea ea - aaah aa "Stories V Staff.*) POLITICAL UROAIICASIS Hither Uaa dariag eaapaigaa.) Ikirlae Political Cwpalgaa (Par laatnaa, dariag tka aaath praaadiag a priaary ar ragalar alaatiM.) ID11UR1ALS (la akiek tka atatln takaa a ataad aad aapnasaa its views ea lapartaat pablia iaaaaa.) PUBLIC AFFAIRS PROGRAMS (Pragma akiek pravlda iafenatlM ea Md exaainetioa af eoatroversial arlipertMt ilaaaa.) tPPORlWm PUS LOCAL SSLS UPRGSSll* (Giviag paraaaa Md greaps af tka ana ika atatiM serves aaaa aaaaaa ta tka air waves la order ta e^nss tkaaaalvaa.) DtVUjbPMNT AMI CSC UP LOCAL TAL9CT UppertMity for talMtad laaal paraMS* batk ahildna Md adalta, to ba kaard la their laaal ana.) PS06SAKS PUS OMUBliy CROUPS ("Kiaerlty Crevpe" ia this ia> stMaa nfarriag ta tbsa d n a taataa ia radio pngraaaiag an la tba aiaarityi i.e. tkoM aba aajey pragma af ayapkny aaala, opera, pwgnaaive Jaaa, allitary bnd aaala, a u .) FLAK SK FLAK SPGGTS (Unadeaeta af athlatia avnta aa they eeear,) 1 2 1

WMk

S. ■ramAlKiaa (lk* ihMi prevented pm lj for H U rtalunt ... of tlM public - diik-jKkijr afcowa, quit ikMNr variety abcvs, •tc .) 16. That abeat eovera tka Mia potato of tin qoeatieaaaire. lkere art a few fiaal qm itiNi eeeeeraiaa year apiaiaat aa radio aad tolovilion aa they verve the people of yoar eeaaoaitjr. io n paapla kava eritiaiaad lUVlSKM aa it ia provided by aoat atatiooa today aa a aaaber of potato. Which af tka fallowing da yaa paraaaally baliava are valid eritiaiaaaff la aaeh eaaa chock either VflMY CnitiUi, SUBMA1 CttlU*. or NUl SKfclUiS aa to MLEV1SIUI. Vay

A. loo Back violeaee aad bloodakod. — .. _ _ U. Coaaorelsla are too lead ia ralatioa to _ _ _ otkar parta of tka pregraa. C. loo aaay Mataraa. ______0. lea aaay criad ahowa. ______K. No eaperlaeatotioa ia aaa typaa of prograM. ___ _ F. Statiooa aid aatMOrka are too aeaaitive to _ _ tka raporta af tka rating aervleea. C. Toe aaay coaMoreiala. _ ___ H. FragraM aro aat truatworthy - locliaed to ______daaaiva tka pobllc. 1. CoMareiala are "rigged" ao aa to daaaiva ______the pablia. 19. la oddltioa to tka above, what Hjar eriticioat do you have of toiootoioo itiitio i aallaativalyt aad of tfco aarviaa tbay provide liatoaara ia year area. 122

20. Em though people erltieiM, they still do 11 at on to teli- vtsion and radio.' obvioasly thoy fool that radio oad television do have tbolr good potato. Xm tlto eooo of TELCVISUN, what do yoa personally reel oro the "good point*" jroa bollovo aro mot Iaper­ ient tho yhlogs that television has dona or la doing for tho poopla of vklaboaof Lift below the iteas of this notaro that yon feel era most important.

21. ■ Just aa aowe standard charges have boon leveled at television, ihero aro soao rogalar bases upon which RADIu has boon criticised, unce again, if yoa personally fool that tho oritlelsa* aro valid, (bat this tlwo for RADIO) chock either "VERY SERIOUS," "SOMRIIAT StkDUS" or “NUT SERIOUS. Vaty i A. Too each tiae devoted to aasic, B. The typo of swale asod la greatest qasntity is not attractive to west poopla. C. There shoald bo aero draswtlc prograas. li, More tiao shoald bo dovotod to all typos of of eoa-aasleal prograao. E. Too aoay coaaoroials. F, Coaaorclals aro aisloodiag, G, Too freqeeatly stations are "load* aad roacoas, H. Hera tlaa shoald bo dovotod to good sorleas oaas prograas. N n m «M iijr MWr Mjtr aritltfaat jraa Mw af BIDIO MMU h aai IN htt Im (hay ptwMi litttaara la joar araa.

M , Jaat as jraa 111 far talavlalaa, hat (hit tlaa (hlthlag af BBDIO, lift what jaa aaaaiitr (a ha (ha «aa* paiati - tha thlaft raila hat iaat ar la iaiag far (ha ^atpli af Oklahaaa.

Ihara It aaa aara Kta. 1( It flKllX atiltaai aai thaali ha aaaalatai ONU la (ha aaaat (hat jraa ara lataraatai la radla aai ttltvitlaa (a (ha astaat that jraa might ha allllag (a faralth aara iatallai lafaratilaa aaaaaralag jraar viawt aa (ha hraataatt aaila. lama af (ha ttatlaaa la Ohiahtaa might ha vary lataraatai la haavlaf wha la (hair aammaaltlta mtali ha mtlltag (a aagrtai (hair Uhat aai iltllhat. hajr farthar lafarmatlaa, af aaarta, aaali aat ha raqaattai far tavaral aaatht tlaaa (ha raiallf af tha graaaai ttaiy aatl ha aampilai fir it. i | jraa ara latarattai (a (hat iagraa aai aara (a it aa. alga jraar aaaa aai aiirtta htlaw. iMMbw, tlw fw ttlaiM itt la tlw iy iM flati wtthMt SMh illMtwa «rf Mt •fcllfatM t« a If* «alM« jna«m m la

AMraaa APPENDIX B •K U ItlU ITATI VHIVIUITT . niUW ATII pipgflm ivil §1 m**$t Mttt. Safe 4* m t m

Dim tlr i

X aa vary aorry that thla mnat ba a fora lattar. vm X U vary much lftka to vrlta to aaah eosnualty laadar ia thla atata Individually, hot tha limitation* of our budget aImply w ill not permit It. Tour halp la aaadad la a aajor raaaareh project of our umivoralty. Ha oak that you f i l l out tha aneloaad quaatloinalra aad ratura It la tha ataapad anvolopa uhleh la provldad. Tha Vadaral Ooaaaalaatlaaa Canalaaloa, regulating body ovar a ll radio aad tolavlaloa atatlona la tha Daltad Stataa, uanta all atatlona to gat laforaatlou oa uhat aaa- analty loadara faal to ba tha aaada of tha poopla laaofar aa tha hraad- eaat aarvloaa aro oooeamad. Probably aaay atatlona w ill uaat to do aoaa o hack lag oa their own, hut we faal It would ho a aanrlaa to tha atatlona—aad, of eouraa, to tha people of Oklahoaa—to obtain thla la­ foraatlou and than to aaka tha raaulta available to all atatlona la tha atata. Thla la what tha Oklahoaa ftata University Dapartaaat of Kadlo aad Tolavlaloa propoaea to do. Our aalllag Hat of peraoaa to whoa thla gueatloaaalro la aaat ia eelect aad vary oarafully ehoaaa. tvory reply v ill eouat. Xt la not an aaay guaatlonaalce to eoapletei a fact that wa readily adalt. However, aa a laadar la your eonaualty wa know you aro Intonated la tha typo of program* aad earvleea provldad by radio and television, aad w ill bo Intonated enough to taka tha trouble to provide tha Informa­ tion naked for la tha epeloaed quaatloaaaln. Broadoaatlag atatlona a n aver aaxioue to achieve tha larger aad aara affective uae of radio aad tolavlaloa la tha public la tana t. Tour Information w ill help them to know how thla nay ba dona* By your cooperation you an nnderlng a valuable aarvlea to tha atata'a broedeaatara, tha unlveralty, the people of Oklahoma aad of your aonnaalty. Plaaaa accept ay thank* for your cooperation. Tory truly yours.

Oliver g. VIIlham Praaldaat

OBVtba 125 AUTOBIOGRAPHY

I Robert Paul Lacy, was born in Terre Haute, Indiana, April 20, 1924. I received by secondary*school education in the public schools of Terre Haute, Indiana. My undergraduate training was obtained at Indiana State College, from which I received the degree Bachelor of Science in 1956. I spent some ten years between the second and third year of college working in radio stations and in the entertainment indus­ try. During these years I was employed as an announcer, program director, vocalist, musician, producer, and unit manager. In 1954 I returned to Indiana State College and worked in radio and as an enter* tainer while earning the Bachelor's degree and the degree Master of Science, the latter which I received in 1957. I started graduate work at Ohio State University in 1958 and also worked with the University's radio station during that year. I was employed in radio station manage­ ment at Tacoma, Washington, during the first nirvmonths of 1959. I was appointed an assistant instructor at Ohio State University in 1959 and held that position while completing the course work for the degree Doctor of Philosophy. August, 1960, I was appointed an assistant professor at Oklahoma State University. Since July 1, 1961, I have been Head of the Department of Radio and Television at Oklahoma State University.

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