Evening star., 1932-02-07

has served to awaken a newly acute
Consciousness of their own shortcomings
on the part Of stations, networks, pro-
gram builders, advertising agencies and
commercial sponsors.
Out Of it all will come a wealth Of in
formation about the economics OF
American radio and the motives Of
those who oppose the present system.
Out Of the inquiry may also come new
and sincere effort by broadcaSters to
clean house" possibly without govern
mental intervention. The ultimate
moral effect of the expressed attitude
OF Congress and the public cannot be
gainSaid in an industry so close to the
popular pulse as broadcasting.
Here in New York City, where a very
large proportion of the sponsored radio
programs emanate. the Radio Commis
slOn's QUESTIONABLE has evoked tremen-
dOuS interest. Every element in broad
casting wants to know whether Senator
EouZens, originator of the resolution,
and Senator Dill, who added various
amendments. had a theory of Govern
ment ownership and operation of the
ERdio in view in securing its passage.
Wants Cooperative Study.
Is Congress inclined toward Govern
ment ownership and the elimination Of
8. visit here from Washington, was
asked on all hands.
=" The answer is not difficult. Senator
Couzens, a Progressive Republican, is
Smply disguised with those programs
that carry an undue amount Of blatancy
IN their commercial messages. Himself
a man who rose from being book |
keeper with Henry Ford in the early
DAYS to become one of Americas richest
49, ye r,1t
ment ownership advocate and never has
indicated that he favors Government !
ownership of the radio here He wants
an impartial comparison made with the
European system for purposes only Of
showing its superiority or inferioritv.
- Senator Couzens' suggestion that
commercial announcements simply
carry the name of the program sponsor
Ha sort of courtesy mention to re-
ward the sponsor for his program In
VeStment-WaS made in an offhand
manner and without any close study Of
The problem involved Always fair to-
Ward the private enterpriser, especially
the little fellow, Senator Couzens' mind
Is open on the subject Personally, he
Confesses to a fondnesS for such radio
programs as the Sherlock Holmes hour, |
which he said contains nothing objec-
tionable in the way of advertising and
yet is widely recognized as one Of the
most effective programs on the air from
the point of view of its sponsor.
Senator Dill, Progressive Democrat, |
cO-author of the law under which radio
Is regulated, is one of the best in
formed men in the country on radio
subjects. He definitely does not favor
Government operation, though he is for
stricter regulation. Possibly from his
own experience in using radio as a po-
litical campaigning medium-and radio
has generally been astutely fair in lend
ing the use Of its facilities to opposing
political elements-he made the state
ment last Spring that radio must be
kept as free as the press. But Senator
Dill does oppose certain forms OF COM
mercial announcements and wants more
educational matter on the air.
VIII Hold Hearings.
Representative EWin L. Davis. the
new Democratic chairman of the House
committee in charge Of radio legislation,
intends to hold hearings soon to inquire
into radio advertising among other sub
jectS He is tolerant toward the broad
casters and sponsors, believes in the
American system and would prefer to
see the industry regulate its program
ing problems Some having failed to
heed the public interest aspect OF the
radio LAWN spite of the organized
broadcasters' code of ethics and stand |
ards of commercial practlce-Repre- |
sentative Davis thinks the commission |
can step in and impose proper regula- !
tions without assuming powers OF CEN
sOrship He blames the commission for
having failed to guide the industry
along proper channels.
Among those who conceive and stage
and handle commercial radio programs
there are varying attitudes toward con-
gTessiOnal or commission intervention
in the phase of radio that sustains it in
private hands on a competitive basis.
In some quarters there IS resentment.
Nearly all are opposed to Government
operation, and most oppose Govern
ment regulation beyond the natural
regulatory function involved in the or
derly and proper use Of the wave
lengths.
Each broadcaster and sponsor, of
course. blameS the "Cther fellow" for
the lew esteem into which certain fea-
lures Of broadcaSting have fallen. All
oppose censorship, but few seem to be
aware of the enormous power that Con-
gress and the commission WELD over
them under the broad phrasing Of the
public interest, convenience and ne
CeSsity" section of the radio act. Not
many, for example, know that the COM
mission drove "a stations off the air in
1881. some for their preponderance OF
verbal matter deemed contrary TO public
veal.
Most Of the broadcasters, agencies
and sponsors known to the writer feel
that the Government had best keep
hands off the program content of radio
as long as it is competitive and self
sustaining Yet nearly all agree that
radio advertising must be inOfensive
anI in good taste One or two, VigOr-
O,lsly opposing further Government con-
t.Ol and absolutely opposed to Govern
nrnt operation have remarked that the
Government has many more important
problems before it than radio CONNER
Cialism. which they believe will work
itself out while continuing to provide
employment to thousands Of American
citizens.
The point is also made that govern
mental seizure of the radio structure
must entail a just compensation for
those who have invested their substance
In radio-a move that would drain the
Federal Treasury of hundreds of mil
lions of dollars. In fact, some estimates
place the 11-year-old broadcasting In
dusty as worth a cool billion dollars
today.
From several sources comes the sug-
ReSJlOn IndJ Lle puDIlC OuS1I W oe Ci!e
nudge whether it wants to pay for radio
under governmental auspices directly by
taxation or indirectly, as now, by the
purchase Of radio-advertised commodi-
ties. There is a feeling in many quar-
ters that the European idea IS not COM
patible with the American genius Of
free. competitive enterprise, especially
in the handling of a medium Of enter
tainment and intelligence like radio.
In radio circles confidence is general
that the American public would abso-
utely reject the set-tax scheme of radio
support In the hands of an agency of
governmental creation as in England,
where there is no competition Except
from the Continent) and where those
who rule the ether frankly give the
public not what it may want but what
they think it ought to have In this
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